6 Steps That Justify Why UX is Crucial for Sales

The importance of UX in driving sales cannot be overstated; it’s the science of making digital interaction enjoyable and seamless. It takes the potential customers through the sales funnel, being a constant ally from when they land on the website till they invest in the business’s offerings. Therefore, profound UX ensures each step is intuitive and user-friendly to significantly heighten brand loyalty and increase conversion rate, which sets them apart in a crowded digital marketplace.

Your role as a business owner or marketer makes it even more important to understand UX, why UX crucial for sales, UX’s vital role in creating product pages and landing pages, and how UX streamlines the process of securing orders. Lastly how UX enhances trust, reduces friction, bringing in repeat business and lastly helping in measuring success. All of these parameters will be discussed further in the blog.

So, let’s dive in!

What is UX (User experience)?

Just think of the website you are browsing, and it makes you feel “that it has been crafted for you.” This is what UX is all about, where every click, swipe, and scroll is designed to appease client’s needs. A beautifully sculpted UX of an app or a website not only ensures the journey of a user is safe and seamless but makes certain that it’s engaging and fun from the beginning till the end.

Are you still wondering why UX is crucial? Take note of the following parameters that make it fun, productive, and fulfilling.

1. Usability: Simple to use and easy to understand.
2. Accessible: interface that enables usage of an app or website by a vast group of users.
3. Aesthetics: Visual appeal is a must for drawing in the users.
4. Navigation: logical and intuitive pathways for users to move through freely.
5. Information Architecture: Structuring the content for users to understand better.
6. Prototyping and Testing: Create prototypes of UX designs and use them to solve user concerns.

Image Source: https://uxplanet.org/what-is-user-experience-design-2019-edition-197e301d4e3b

Before we go ahead and explore more on how UX is benefitting sales, we will briefly touch upon all the other benefits of UX.

1. Increased engagement: With easy-to-navigate experiences, users experiment and explore more with the app and website. Keeping visitors interested for a longer period of time.
2. Upgrade brand perception: An impressive user experience is one of the parameters that contributes to showcasing the professionalism and reliability of brand. Therefore a good UX can significantly contribute in upgrading the brand perception.
3. Advanced retention rates: Once website/application users have a good experienced, they will keep coming back to the website.
4. Outwitting Competitors: The marketplace is enormously crowded, and a good UX can set you apart from your competitors.
5. Reduction of Cost: The user experience designer can remove potential design issues through users’ feedback at the early stages of the development cycle. It can reduce the design process budget.

When an elaborate UX simplifies the user’s journey and improves the product’s value, the clients take away an experience that is positive, satisfying, and intuitive. These attributes contribute to the user’s perception of the brand, affecting their loyalty towards the brand and the plausibility of returning.

As per research, 85% of businesses consider serving their customer on a personal level, but 60% of customers have a similar notion. So, let’s move to understanding why UX is crucial for sales and how businesses can make it more impactful.

Six Striking Reasons That Highlights Why UX is Crucial for Sales:

Boosting revenue, shooting up ROI, and Enhancing conversion rate are all related to improving sales performance and are some of the most discussed scenarios within the B2B industry. But why UX is crucial for sales is sometimes the subject of discussion, and over here, we will highlight six parameters that showcase UX pushing sales forward.

Image Source: https://righthello.com/how-ux-is-the-right-way/

Introductory Experience Impacts:

1. Some significant touchpoints in a user’s journey are landing and product pages. The job of these pages is to anticipate the user’s needs and address them through targeted content to positively impact the audience’s first impression. That’s why landing page UX designers know their customers in the best possible way. The UX designs they are able to develop are due to their deep understanding of their client.
2. As landing/ product pages need to impart a good user experience (UX). Business need to achieve by intuitive navigation, compelling visuals, and information architects, all of it encourages increased engagement.
3. Another aspect that optimizes the UX’s functionality is improved mobile responsiveness. The capability of adapting to multiple screen sizes and resolution ensures the content is easily accessible and readable, along with all the other media properly position and sized. Its helps the business with increased engagement and conversion rate and reduced bounce rate. 

Simplifying the Sales Journey:

1. Boosting sales is possible through an intuitive and smoother procurement journey. It is also crucial because technology is evolving and expanding, making it easier for clients to discover products online. But, it is also easier to get lost in multiple possibilities, and clients can switch to other brands. Businesses can stop such mishaps with a solid user experience (UX) and the right solution to convert a lost deal into a loyal client. When clients experience less friction, they are more willing to invest in the business’s products and services.                                                                                                          
2. CTA (call-to-action) plays an important role in helping clientele take a step towards conversions. It can be used to sign up for newsletters, or it could lead to form which will provide contact information to the sales delegates. In the end, these CTAs act as signpost to lead the clienteles in the right direction it has to clear, persuasive and right instructions.
3. Streamlining the process is one of the best ways to simplify the intricacy of any business aspect. For sales to become streamlined, checkout has to be convenient for the user. Example: Today’s advanced UX designs store clients’ opt-in information to expedite the sales process from the second purchase. Such convenience, when made at different touch points of a sales journey, allows clients to experience a more personalized sales experience, making it a preferred future purchase choice.                                                                                                 

Harnessing Credibility and Trust:

1. In the B2B sector, every decision has severe financial implications. Decision-makers are answerable for every penny they spend on a product, which showcases why transparency is vital. Through trustworthy and reliable experience, businesses can build good relationships and foster significant investment in the organization.
2. When all the crucial information is provided during purchase, it ensure that there are no surprises once an investment is done. It allows clients to budget and strategize without fearing any hidden costs in the process.
3. While trying to gain trust and credibility, organizations should focus on gathering more original reviews. Especially reviews from reputable businesses that provides details about how reliable your product is, help other potential buyers invest in your product without any second thought.
4. Trust and credibility improves sales of an organizations. But in the process the contribution of a website which can be easily navigated cannot be understated. A website with proper UX constitutes of appropriate security features, secure payment gateways, SSL certificates and all of these features is committed towards protecting client information, eventually impacting better sales closure.

Reducing Brand Abonnement and Friction: 

1. When UX goes through setbacks, it hinders the immediate business opportunities, and sales performance also goes down. So to avoid such pitfalls organizations have to continually access how the website or application for it to perform at optimal efficiency.
2. Therefore, both the application and website should have faster load time, it should be free from bugs and have smooth operational efficiency. At the same time if in case technical issues arise, the user should feel empowered by the instruction given in the error messages to resolve the issues themselves. Or they should feel encouraged enough to seek support from your organization, rather just abandoning the product acquiring process mid-way.  
3. The contribution of UX in the product procurement process is indispensable. As when a website has advanced search capabilities and logical product categorization it enables prospects to identify what they have been looking for. Aid in the process of product procurement with minimal hurdles in the decision making process. Also businesses alleviate from substantial potential friction points and experience a better sales closing.

Generating Repeat Business:

1. When clients are impressed with business offering it increases the chances of repeat business. UX also have a fair share of contribution in the same similar goal attainment. As UX is intuitive, seamless and the key-features of it is aligned with needs and expectation of the clientele, it generates more ROI by helping business attract more appropriate customers.
2. Another aspect that greatly impacts the repeat business is providing support after sales is complete. After the sales the user experience designs should guide the client in the right direction to acquire top-notch support and regular updates. All of it makes a regular client feel valued, and encourage them keep doing business with your company.
3. On a regular interval, if your company should provide personalized and insightful updates. It will continue to cement the relationship with your past and existing clientele. As they will appreciate your organization’s ongoing commitment. To provide insightful data analysis, an organization has to work in several areas. They have to define business objectives and undergo data integration and management, data analysis, and data collection, all of which will allow you to experiment and improve your existing UX.
4. Providing feedback not only improves client experience, it also helps in meeting their business needs. Making your organization stand out from your competitors and generating more repeat customers.

Continuous Analysis of Process:

1. UX helps in the process of shaping the sales strategies. It’s done it by using tools to study UX-interactions, which is immensely crucial creating strategies that addresses client’s pinpoints. Moreover analytical and data driven approach also provides insight about what attracts the prospect interaction and what retains attention.
2. Some of the basic key metrics, such as bounce rates, conversion rates, and time spent on the pages are essential for understanding user engagement. When a website has higher conversion rates, it indicates the fact that it’s created in a way that persuades users to take action. On the contrary, if a website has an accelerating bounce rate, it is an indication that certain parameters doesn’t fit the user requirement. Therefore, monitoring the parameters of the website opens room for UI/UX improvement.
3. Incorporate A/B testing on a regular interval, to compare different versions and features of web pages, to understand which performs better and generates more conversion and engagement. This iterative process creates more effective sales tactics which are more engaging and personalized.

Here we come to end learning six ways user experience is impacting sales, if your sales number are going down, UX is not appropriate can be one of the reasonable factor. You almost made it till the end, so go ahead and check if your website supplemented in the six ways mentioned above. If not do it right away.

Conclusion.

UX helps sales because what clients see, they experience it. Moreover, website visitors only end up becoming loyal clientele when their genuine concerns are addressed. While doing so, the navigation through your application or website should feel like a grand tour. To make it possible, create impressive landing pages, gain trust and credibility, simplify the closure of the sale, reduce friction in the overall process, and everything else that is mentioned, and the client will be hooked to your brand.

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Kristin Mortis

Kristin Mortis is a Marketing Manager with 10+ years of experience at TDInsights based out of Plano, Texas. She helps businesses deliver the strongest marketing turnaround with cutting-edge digital strategies and tools. She writes about B2B Marketing, Big Data, Artificial Intelligence, and other technological innovations. Connect withKristin on Twitter to learn about the emerging practices being implemented in the B2B segment.

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