Why User Experience Is the Best ROI Strategy

Business.com / Marketing Strategy / Last Modified: February 22, 2017

User experience is defined by how a person feels when interacting with your website. Get it right and you'll see your ROI increase.

Like dad always said, anything worth doing is worth doing right the first time. Often it can be difficult to put in the resources upfront for a long-term payoff with no tangible return, but it’s those tough decisions that can generate big success.

Your business is no exception to that golden rule. Planning ahead by understanding industry trends, user behaviors, and future obstacles can save your business time and money.

One of the most frequently underutilized strategies in digital marketing is creating a strong user experience. Taking time to understand user expectations, needs, and behaviors can result in a more effective digital experience and increased conversion rates.

]Whether you are looking to launch a new project or revamp your current digital assets, UX is a crucial and cost-effective factor in crafting a successful customer journey that motivates users to action.

Why User Experience Matters

User experience is defined by how a person feels when interacting with a digital product. The experience is determined by a user’s emotions, intuition, and connection with the environment you have created. Brands can develop this experience by focusing on usability, accessibility, performance, design/aesthetics, utility, ergonomics, and overall human interaction.

To create a successful digital platform that gets users to convert, marketers must create an environment where users understand how to interact and enjoy doing it. By creating a digital platform that is easy to use and fits expectations, your brand can define its personality, build positive impressions with users, and drive conversions.

Related Article: Show Me the Money: How to Turn Site Visitors into Paying Customers

UX Drives ROI

Studies have shown that creating a good UX at the beginning of development can save time and money throughout the life of a project. Fixing a problem with UX after a project is complete can cost 100 times more than during initial design. By taking the time to understand your audience and crafting a personalized digital journey around their needs, you can reduce development waste and long-term costs.

A good digital experience will move users through your sales cycle fluidly to drive more conversions. In turn, this will also save your business money on its bottom line through reduced expenses from customer service, training, and other business resources. Not only will a good UX save money, it will improve customer satisfaction and brand perception. As a result, the brand advocacy and loyal relationships that form will increase your brand’s overall lifetime customer value.

Calculating ROI

It can be difficult to pinpoint exactly what ROI your brand will see from developing a strong UX, but according to a recent white paper on usability, the below equations can help you anticipate the costs you might incur by ignoring UX at the beginning of your project.  

Errors

  • (# of errors) x (avg. repair time) x (employee cost) x (# of employees) = cost savings
  • Example: (2 errors/week) x (60 mins) x ($30/hour) x (100 employees) = $6,0000/week or $300,000/year

Cost of Development and Maintenance

  • (# of changes) x (avg. hrs/change) x (cost of developer) x (4, if late) = cost savings
  • Example: (20 changes) x (8 hrs each) x ($40/hour) = $6,400 if fixed early or $25,600 if changed late

Productivity

  • (time saved) x (employee cost) x (# of employees) = cost savings
  • Example: (1 hr/week) x ($30/hr) x (1000 employees) = $30,000/ week or $15,000,000/year

Related Article: Goodbye Webmaster, Hello Robot - The Grid Uses Artificial Intelligence to Build Websites

Conclusion

UX is one of the most essential tools your brand has for increasing ROI. If your digital experience fails to compel users to take action, the success of your paid campaigns and social outreach will be wasted. Good UX helps to improve overall revenue and reduce cost in a variety of areas across your business. While investing in UX can initially create higher up-front investments, it is the single greatest resource your business has for generating revenue and building customer relationships.

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