User Experience Is Key for Your Potential Customers in Purchase Stage of the Buyer’s Journey

User Experience Is Key for Your Potential Customers in Purchase Stage of the Buyer’s Journey

No one likes poorly designed websites. They’re often clunky, unresponsive, and generally frustrating. While this description might invoke sites from the 90’s and early aughts, even the most aesthetically pleasing sites can have poor user experience.

Poor User Experience In Action

Recently, I went for a (well overdue) eye exam. I schedule as many appointments as I can online, and I did the same here. Typically, I expect the scheduling portion of these sites to be the worst. I can vividly remember the frustration and confusion I’ve felt in the past trying to pick my time slot, only to find it already taken. This time was different, however, and instead the worst part was filling out my necessary medical and contact information.

First and foremost, the site looked horrible. It featured an atrocious manila background that paired swimmingly with the different tabs housing questions. It looked nothing like the clean, modern design of the original site. Secondly, the submit button had it’s own dedicated tab, requiring four different button taps/presses to send the information. One to reach the tab, one to hit the submit button, and two to make sure I was ready to submit. Finally, when I went to the store the employee at the front desk told me the online system and their system didn’t match up! I’d have to refill out all of the information, again!

Okay, so that last part might not be the corporate scheduling site’s fault. But to an end user, every disconnect in the process can lead to big frustrations.

The Buyer’s Journey

During the purchase stage of The Buyer’s Journey, your users have already chosen your product or service to solve their pain points. The Buyer's Journey is important to keep in mind when discussing user experience. While it affects every step, the Purchase stage is especially effected.

Now, the emphasis is on the post-purchase pilgrimage. If your service lives partially or solely on the web, consider these questions:

  • What does your customer portal look like? How does it make the user feel?
  • How is everything organized and placed on the page?
  • Are the key features easy to get to?
  • Is there a support or FAQ system in place for customer questions?

Failures in these areas won’t just affect your current customers, but also your service’s retention, and your customer advocacy.

Improving Your User Experience

Just because it’s broken doesn’t mean it can’t be fixed. While solutions to bad user experience are unique to each site, here are a few additional readings to help guide your solutions.

Contributor Syed Balkhi on Entrepreneur writes that chat bots are a great way to improve user experience on sites, as well as increase conversions.

ClearBridge has a fantastic chart (below) for common user experience mistakes. While the chart focuses on mobile app design, the mistakes are common enough to be found on websites, too.

A chart by ClearBridge showing 9 common user experience mistakes designers should avoid making.

Finally, Adweek contributor Dan Tynen as a great piece featuring 5 rules for creating a compelling user experience. I particularly like the final tip from Khoi Vinh, principal designer at Adobe. He says, “No UX design can stay fixed for very long; it needs to evolve with the user if brands want to stay relevant.” 

As Vinh said, user experience design never stops. So, don’t let any mistakes you may have found on your site get you down. Just keep iterating, iterating, iterating!

Matt McGrorty

Videographer / Podcaster

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