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Importance of UX

By Harry Hawkins on 24th November 2017

UX stands for User Experience, it doesn’t just have to apply to digital experiences (although, as a digital marketing agency, that’s what we focus on), it can also apply to products.

As an agency when we refer to user experience, we are most likely talking about the UX of a website or landing page. So why is it important?

Well, let’s say that you’re at the top of Google for your most searched local search term (therefore, tending to be the most valuable). You’re finding that even though you’re there, your phone isn’t ringing and your inbox is empty. Why is this?

Firstly, this could be an unfortunate outcome of location. Maybe the location you’re in doesn’t have a large population, and a few people in the area, aren’t really looking for, in our case, a dental practice, or they are already registered patients.

In most cases, this may not be the case, which brings me to my second point:

If your website is getting a large number of visits, and you’re still finding that you’re not receiving enquiries, then it may indicate under-optimised UX.

For example, how many websites have you visited where you struggle to find the page you’re looking for? Or where pop ups filled your screen making it impossible to navigate? Or, when you visit on your mobile and the buttons are too small to tap on, due to an unresponsive website!

The list can go on and on, but at the end of the day, if you don’t flood the viewer with prices, and content, offers that they want to see, that viewer will look elsewhere for another site that provides an impressionable brand. Now, don’t get me wrong, this doesn’t mean spam the viewer with prices and offers, you want the website to look clean and sleek at the same time, as well as function with good speed, and adjust itself to the size of your screen. This is only a fraction of the hundreds of factors that contribute to good UX. This is why it’s usually recommended to leave it up to a professional web designer.

At the end of day, if you get viewers to your website, but that website is a disappointment, then what’s the point of being rank 1?

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