Why UX Design Matters
Why does UX matter? User experience is the most important consideration to make when creating or updating your webpages. No matter how much helpful information or useful features you might have on your website, user interactions are the ultimate measures of how effective your site is.
User experience design ensures your website looks great, organises content intuitively and functions seamlessly. With these elements, visitors can find essential details about your business and feel encouraged to further engage your brand.
UX elements also impact SEO. Search algorithms prioritise features like mobile responsiveness and page speed – both critical for a good customer experience. Additionally, poor UX leaves visitors frustrated, often increasing bounce rates and reducing the time they spend on a page. Additionally, these metrics impact ranking in search engine results pages (SERPs).
A great UX designer supports digital marketing efforts by making interacting with your website a pleasant experience that users will want to have again.
While all these details are critical for making a strong digital impression on your target audience, the user experience of your website, app or other digital assets will always be determined by the UI design: user interface. UI refers to the actual functionality of the digital asset in question, whether it’s your website, app or something else.
While UX and UI may sound the same, they’re distinct disciplines that each require particular attention and planning to set your digital marketing campaigns up for success.
A simple, beautiful UI design helps people find what they’re looking for on your website and stay there for longer. It’s part of UX — the overall impression a client or customer will make of your brand and its web assets. Think of UI as the aesthetics pulling someone into your business, and UX as the messaging and site construction you’ll use for a clear and rewarding purchasing journey. There’s so much to hone for both disciplines. At Brafton, we nail it, placing stunning UI in service of UX imbued with all the right words for high engagement.
More than 70% of customer
journeys start on the web. Much
of that is through search.
Form, Function, ROI
Today, almost every customer journey starts on the web. Many of them are through search. Your website architecture, web design and user experience affect your:
- Brand credibility: 75% of users decide within seconds of seeing your website whether or not they like and trust your brand identity.
- SERP ranking: Google’s RankBrain algorithm analyses factors such as bounce rate, pages per session and dwell time to determine how easily users can navigate your site.
- Conversion rates: Clear calls to action and other strategic user experience and UI design elements influence whether site visitors will continue engaging with your brand.
- Bottom line: Between search rankings and missed opportunities, UX and user-centred design has an incalculable impact on your business’s bottom line.
If you have a website, make sure your UX strategy is putting it to work for your business.
UX Audit and Digital Design Services
Our expert consultants and UX design team tackle every element of your website’s form, function and visual identity. From developing custom wireframes that optimise the end-user journey to creating graphical elements that help visual design generate more engagement, our UX audit and design services were tailor made for boosting:
At Brafton’s digital agency, our UX design experts use heat mapping, A/B testing and other UX audit methods to make sure your pages are serving a clear and deliberate purpose in the user journey.
Think of your website design as a roadmap for user behaviour. Tell us what you want your site visitors to do, and we’ll help you make sure they do it.
Health care providers.
And much more.
Every step of the way, we prioritise UX design, because that’s ultimately how you drive excellent outcomes in a digital strategy.
Great UX design is all about
guiding users through your
interface so they can easily find
what they’re looking for.
Conversion Rate Optimisation
Your site’s UI determines the outcome of end-user journeys. This powerful concept is known as human-computer interaction. Essentially, you can optimise your site’s digital experience by making strategic updates to its structure, design methodology and UX/UI element.
By conducting user research to make the digital experience better, you can maximise the value of all website touch points and ultimately increase conversion rates. Some of the factors that our consultants and strategists assess in their conversion analysis include:
- Heat mapping and A/B testing for user behaviours to determine high- and low-value touch points.
- Call-to-action marketing efforts, including CTA placement.
- Persona development to determine if you’re attracting the right target audience.
- Assessment of how many conversion opportunities you’re actually generating.
- How your site’s visual design may be influencing user behaviour.
- Adherence to Web Content Accessibility Guidelines (WCAG).
- The number of fields in your “contact us” forms.
- Mobile-friendly form fields and CTAs.
- Mobile app or digital product descriptions.
- Whether gated-asset landing pages are easy to search for.
- Your email marketing campaigns’ templates and user experience elements.
- Much more.
Great UX design is all about guiding users through your interface so they can easily find the information they’re looking for and ultimately engage more effectively with your brand.
With intuitive designs, CTA marketing, accessible webpages and usability testing, we make sure all of your UX elements on desktop and mobile are optimised for your user personas.
Technical SEO Services
You need to think of your sitemap and internal linking structure as the path that you want users to take – because even if you don’t, Google will.
Search engines look at factors such as XML markup and metadata to help determine the value each of your pages provides to users, what function it serves in the user journey and how well it’s serving that function.
At Brafton, our UX audit and design experts analyse and make recommendations for how to optimise all of the following:
- Internal linking structure: Every page on your site should have links to other pages. Strategic information architecture and linking structures are crucial for helping users navigate your website and find the information they’re looking for. Strategic linking structures are also optimised to improve engagement and conversions.
- HTML sitemaps: These sitemaps can help you better understand the structure of your site while guiding the user flow as people look for certain information. High bounce rates (the percentage of users leaving after the first page) and many pages per session with a short time on each page indicate that users aren’t finding the information they’re looking for. An HTML sitemap is a table of contents of sorts, or a visual aid for your site’s hierarchy.
A site that does not load within a
second earns 11% fewer page
views than a site that does.
- XML sitemaps: Your site doesn’t just need to be intuitive for users; it also needs to be easily understood by search engine crawlers. An XML sitemap helps you tell search engines what pages you want them to crawl.
- Schema markup: Schema provides search engines with additional context for what each of your pages is about. This improves the way your pages display in search results. Specifically, the rich snippets that display right beneath the page listing in SERPs will align more closely with the search query. In other words, it makes it easier for users to find the specific page or information via search engine.
- Page speed: Almost 70% of consumers say page speed impacts their decision to purchase from (or return to) a website. If a website takes more than 6 seconds to load, 50% of visitors will abandon it altogether.
Your site’s backend structure – and how well you translate that to front-end navigation on your site’s user interface design – can significantly affect the end-user experience.
And so can we, for the better.
In some cases, it makes more sense to modify an existing site than overhaul it completely. In these situations, our consulting department can perform comprehensive website audits that include:
- Basic overview report: A high-level overview of the issues that negatively impact site performance and user experience.
- A quote to fix errors: An estimate for how much it would cost Brafton to fix any and all site errors.
- Scorecard: A proprietary ranking system that determines the priority level of each site error, and assesses the extent to which these issues are affecting site performance.
- Branded full audit analysis: A comprehensive, branded and formatted document that is designed to be presentable to decision-makers and easy to read; this report contains hard numbers on all the issues affecting your site and provides personalised solutions to those issues on both micro and macro levels.
- Competitor & social analysis: Competitor analysis for 5 business or digital rivals that includes assessments of organic and paid SEO campaigns, keyword rankings, backlink portfolios, social performance and more.
Sometimes, the most important elements of your site’s design are on the backend. Our Bronze, Silver, Gold and Platinum website audit packages can help you identify problems with your website that aren’t so easy to see. They’re a major part of why we’re a UX agency that covers every base to ensure lasting engagement.
Our website audit packages
can help you identify problems
with your website that aren’t
so easy to see.
The screens in the palms of our hands are often the first thing customers turn to for research and making purchases with confidence. In fact, around 60% of searches are initially carried out on mobile devices, and this number climbs to over 70% in some sectors, like Food and Beverage. However, mobile UX is notoriously tricky to get right. You have to adapt and optimise every element of your UI design for new screen ratios, smaller menus and thumb scrolls. Google prioritises the mobile version of your site when it determines your search rankings. That’s why our UX agency focuses on perfecting these interfaces, too, just as much as their (physically) bigger browser cousins.
Our content strategists, consultants and UX professionals provide in-depth analysis of your mobile site performance, including the responsiveness of its design, and assess technical elements that could be negatively affecting mobile UX. When it all comes together, you’ll have a smooth, unified experience across every platform and rank even higher.
Not in the UK?
Check out our international UX services: