Insight and opinion

How UX can improve your brand experience

We’ve seen a shift in the landscape where the primary interactions taking place with brands are happening solely through digital channels. Think Uber, Monzo, Amazon Prime, Airbnb, to name a few. Their brand success can be attributed to an intuitive, user friendly digital experience. It’s therefore critical that your online brand and website is performing at its highest.

If a website is difficult to use, then it will taint the perception that customers have of your brand, sometimes irreparably. Perhaps a site is not mobile optimised, the enquiry form is hard to locate, there are broken links, inconsistent heading styles and out of date content – these types of usability issues will quickly reduce how your brand is viewed and how your customers feel about you.

Studies have shown that 89% of consumers purchase from a competitor following a poor customer experience.

Loyalty can be difficult to earn and harder to maintain but there are some UX techniques to help with this. Designing an online experience that promotes recognition, is consistent and transparent, targets the right audience and delivers relevant content within a UX optimised website will get you there.

The experience your customer has on your website determines whether they complete a desired action or remain your customer.

In summary, good UX can immeasurably help to:

  • Increase customer happiness and brand loyalty
  • Get users to perform an initial action (registering)
  • Get users to perform a specific flow on your site (purchasing)
  • Retain users (repeat visits)
  • Give your reputation a boost (referrals)

When it comes to brand image, UX will have a long-term impact. To keep up, brands need to provide a digitally-led, targeted and personalised service that is underpinned by strong UX.

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