From the blog

How we used great UX to increase user engagement by a whopping 120%

14 Mar 2019

It’s well known in the age of SEO and growth hacking, that it’s the little things that matter when it comes to website success. How easy it is to navigate a page, how seamless the user journey is, how obvious the call to action is - these seemingly innocuous things can have a huge impact on how comfortable (or confused) every user will feel when they visit your site.

So what is UX and why is it so important?

User experience - or UX for short is the process BEFORE you develop or even design a website and it’s entirely interested in addressing the psychology of how users will feel interacting with sites and figuring out the specific placement of buttons, images, labels, pages - and everything in between - to illicit the best experience possible from every user. 

And there's a good reason why it's so important - Return on Investment (or ROI). Studies across the globe have estimated that good UX can result in radical improvements in website ROI. The Nielsen Norman Group, one of the recognised leaders in the space, has conducted studies to show the average improvement in ROI thanks to proper usability and UX is around 83%!

Other case studies from around the world have shown impressive stats (e.g. reduced support costs and increase sales according to Useability Geek), and we have to say that here at Alyka we have certainly experienced this.

Is website ROI always the same?

This is an important distinction to make - ROI will be different for every website. For some it’s an increase in sales, for others it’s more form enquiries or phone calls and for others again, it’s website traffic.
That was certainly the case for our client, Wesbeam. Following an extensive UX project before we developed their new website, after we launched it, we went back and looked at some of their key metrics for success:
Dates of measurement: Nov 12, 2018 to 23 Jan, 2019 compared to Nov 12, 2017 to Jan 23, 2018

  • 120.40% increase in page views from organic traffic
  • 18.29% increase in average time on page from organic traffic
  • 69.01% increase in organic traffic
  • -8.12% decrease in bounce rate
  • 60.36% increase in new users from organic traffic

So what does UX actually look like?

There are so many different tools in the UX toolbox. For Wesbeam, we used a combination of user research, user interviews, prototyping and user testing.

User Research
We had to do extensive pre-interview research (in close consultation with Wesbeam) in order to understand the specifics of these user needs, understand their processes and understand the right questions we needed to be asking in the next stage - user interviews.

User Interviews
We worked closely with client to find the appropriate interviewees and coordinate interviews with them.
In order to gain real insight into your users’ needs, behaviors, goals, and frustrations, ask open-ended questions that do not lead them.

Prototyping and User testing
This tactic involves  creating a sitewide prototype and providing it to users to test, making jot of where and why they hit roadblocks.

The important thing to know about users testing is that even though it can seem like a lot of work and people often think they will need to condue 50+ interviews to get reliable data - there’s actually a magic number, and it’s much smaller than you might think.

You only need to test with 5 users (Source: Nielsen Norman Group), for the best UX results - any more than that and you’ll just be finding the same issues over and over again! 

The Challenge for Wesbeam

UX always comes with its own set of challenges. For the Wesbeam user research was a critical factor and we needed to conduct interviews with time poor professionals and vendors from across the country and the logistics of this proved difficult.

There was also the challenge of trying to meet highly specific and specialized needs for a variety of professionals (architects, engineers, manufacturing administrators) - while still having a website that looked and felt cohesive.

This meant that we had to develop a comprehensive understanding of the industry specific challenges faced by the different users in order to present information to them in the right way.

For this project a key point of difference was that the audience needed to see technical information in the right form - our challenge was to combine technical information and graphics into a format that users would engage with.

The results speak for themselves

We’ve already shared some of the amazing increases in traffic, page views and users that the client has experienced as a result of this project - but even more than that is the anecdotal feedback the client has given us about the great response they’ve had from their suppliers, partners and clients about how great the site is to use now.

While there’s so much that goes into building a great website, we truly believe that a rock solid foundation is the key and that’s why we alway have and alway will continue to put out heart and soul into amazing UX for all of our clients. We also want to give a big shout out to Intersect for producing Wesbeam’s amazing content.

If you would like us to provide a free UX review of your site, simply fill out this form.