How Seamless UX Increases Brand Loyalty
Businesses invest a lot of money in studying and improving brand loyalty and the basic concepts and patterns behind it. The reason for this is that markets are more competitive than ever and competitors are doing everything they can to improve their offer and take customers away from you. Not only are they trying to create a product or service that provides more bang for the buck, but everyone is also trying to create amazing shopping experiences for both new and returning customers.
Why is this experience so important, you might wonder? To begin with, everyone wants to feel good and if they experience something that they remember as very positive, they are much more likely to return and repeat the whole thing. Next, it is now widely recognised that product quality and price are by no means the only important criteria that people take into consideration when making purchasing decisions. Finally, it is a very powerful and efficient profit-making tool, since it helps you retain customers by making them loyal to your brand, and we know how much more resources you need to invest in attracting a new client than keeping an existing one.
So, what are those things we have to make sure we got spot on in order to create a glitch-free and an amazing user experience (UX) that your customers might easily share with their friends and family?
No matter what kind of info a user requires, your task is to provide it as quickly and smoothly as possible. Your website, for example, is the portal to your brand and if it takes ages (i.e. more than 3 seconds) to load, you are very likely to make the user impatient and even make them give up considering your offer.
The more people have to wait for a response, the less interested they will be in asking you to sell them something. If you do not believe us, you might believe Amazon, since this company seems to know a thing or two about the matter. They calculated that they would be losing more than $1.5 a year if their pages loaded just one second slower.
Being late to respond is like being late on a date or not showing up on time when your friends need you. It creates an image of an unreliable person and people eventually give up on them and seek help elsewhere, which is why you and your website need to be ready to respond quickly.
People usually do not notice how quickly a page loads, but they notice if it takes more time than they expect. However, once the page is loaded, they are bound to pass their first judgement. They will be looking at your website, trying to find what they need, while creating their first impressions along the way. Actually, all of them will create an impression about your company in no time, or in under a second, to be precise.
What is that impression based on? Well, everything. Colours, text fonts, amount of text, visuals, and general content layout. A nicely designed website, software or pretty much any product might even be forgiven small glitches in terms of functionality, while at the same time creating a positive effect on the user. That is why you need to make sure your website and your product are original and beautifully designed if you are to create a seamless UX.
Easy to Understand and Use
Some companies go a bit too far in making their website or product innovative and original. So much that most people get quite confused and simply give up. Not only do they never visit your site or buy your product, but most of them will remember this experience as one that made them feel stupid and that is the last thing you want, especially if you are counting on boosting loyalty to your brand.
Naturally, what you offer needs to be intuitive, but make sure you make it intuitive to the right group of people. A modern teenager and their grandparent most certainly have different opinions about it. If you insist on having a unique feature, it might be worth considering having a more traditional alternative, i.e. achieving the same result using a different strategy. That way, you might be able to find balance and attract more customers.
Safety and Security
This has become the most prominent issue and rightfully so. No-one will ever make a purchase if they only suspect that some fraud might be behind it, that their money and personal information might end up with someone they don’t know or trust.
A customer who is loyal to a brand shows great trust in the company when it comes to security and privacy issues. For example, your customers would be delighted if they knew you were using a secure remote support software, so you should definitely inform them about it. The idea is to make sure that every stage of your relation with customers is equally respectful.
Every message that you prepare and send to your customers shows how you feel and how you treat them, which in turn greatly affects their loyalty to your brand. From the website to newsletters and instruction manuals, you need to make sure that the content is relevant and written in a way that is understandable to the recipient of the message.
Other things you have to be careful about when it comes to content include having only purposeful content, which fulfils readers’ expectations. Also, the tone should be consistent and content engaging. Finally, feel free to use images to assist getting your message across. Think of content as a channel through which you make and keep contact with customers. The better the contact, the more loyal customers are.
Naturally, there are many more things involved in creating excellent UX, which contributes to brand loyalty, but those mentioned here are considered to be cornerstones. Even though businesses and brand loyalty existed long before the emergence of the internet and digital world, we have to be fully aware of the challenges facing modern-day enterprises in their attempts to grow and remain successful.
Smart Persuasion starts here!
Convertize.io offers Behavioral Messaging, Personalisation, A/B Testing & Optimization for eCommerce, Travel and Saas websites