Being 'flashy' doesn't translate to good customer experiences. How does your website stack up?

Branding questions to ask yourself in 2018_ What's your big, hairy, goal?-5.png

Your ‘cool, unique’ website features might actually be making customers hate your brand.

On websites, poor user experience design hinders conversion.

Features you might think are fun or helpful, like music that auto-plays, animations, and excessive colour or illustrations can actually annoy users and make a product harder to use.

On websites, these annoyances can make customers leave within seconds.

Things to consider when designing a website:

👉Button colours

👉Backgrounds

👉Animations

👉Auto-play music

👉Pop-up ads or announcements

👉Typography

While you have the best intentions in mind to create a unique, flashy brand experience - it usually doesn’t translate that way.

If any of these are excessive and annoying to a user - why would they stick around?

User experience is all about being customer-centric. Products should be usable, useful, and meaningful. Having empathy for your customer is key. The core components of UX are usefulness, accessibility, and delight. This translates to functional digital experiences, accessible communication, customer service, and a great brand aesthetic.

Translating this into a website can take some time and practice. But remember that like brand building, your website will be an iterative process as well. By employing user experience techniques frequently to evaluate your website or product — you can make sure your customers understand your brand and have an enjoyable experience when dealing with you. 

A brand is only as successful as it is relevant to customers. If you no longer benefit their needs, they don’t need you. In order to retain customers and improve their user experience, think about how you can ‘wow’ them at every brand touchpoint. Whether this is a social media caption, or the checkout process – each representation of your brand is important to consider. It only takes one simple digital interaction with a brand to ruin a customer’s perception.

Jess ThomsComment