User experience: “ thoughts and responses with respect to a product, system or service.”
Traffic is important to a website but once people get to your website the user experience will determine whether they stay or not and if they do stay, whether they will come back. A major part of the user experience is the usability of a website. Bad usability will leave the customer, confused, overwhelmed and frustrated, just like in the picture in this article.
When you are designing or updating your website make sure you can answer these questions with “yes”.
Is the design easy on the eyes, clean and memorable?
Can people find what they want quickly?
Is the form easy to understand and asking for only the necessary information?
Is your brand consistent on all devices. Ex. desktop, tablet, mobile.
Is the customer service exceptional? Are knowledgeable people available to respond to inquiries in a polite and timely manner?
Negative experiences will make people forget. Positive experiences will make people remember, bring them back and encourage them to share with others. This will bring referrals and help your business to grow.