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Customer-Centric UX Must Be a Top Priority in 2018

Customer-Centric UX ...

This post is part of a series outlining the Top 5 Creative and Marketing Trends for 2018. For more trends, and salary information for more than 35 positions, read Vitamin T’s full 2018 Digital Creative and Marketing Salary Guide.


Today’s users aren’t the same as the web surfers of a few decades ago. They are savvy and informed, and demand exceptional user experiences (UX). Delivering poor or even subpar UX can kill your chance with a potential new customer. With so many other product options and competitors at their literal fingertips, why would a potential customer choose to work with a company with poor UX?

Before you experience the answer to this question firsthand, take these steps to prioritize customer-centric UX in 2018.

Speed Up Your Page Load Time

Patience is wearing extremely thin for slow page load times, particularly on mobile. Nearly half of web users expect a site to load in 2 seconds or less, and they tend to abandon a site that isn’t loaded within 3 seconds, according to Kissmetrics.

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Bounce rates skyrocket when a page loads too slowly or stalls, and slow speeds can negatively impact your site’s conversions directly. Want a stat to drive that home? If an e-commerce site is making $100,000 per day, a 1-second page delay could potentially cost you $2.5 million in lost sales every year.

Enhance your website’s speed by simplifying your site’s design, reducing the number of page elements, enabling compression to load large pages, and enabling caching to speed up downloads for revisiting users.

Boost Website Performance

Almost 80 percent of users say they won’t return to a site again after having trouble with website performance. Performance issues can range from slow download speeds to broken links. Optimizing performance will not only enhance UX, but it can also lead to a higher ranking in Google search results. Search engines judge a website based on key performance indicators (KPIs) such as:

Load times (see above)
Consistency across devices
Page error rate
Bounce rate
Conversion rate
Page views
Landing page performance

Every aspect of your site should perform up to the highest possible standards. Hire a professional website developer if you can’t figure out how to optimize site performance on your own. A developer can analyze your site for issues, survey key metrics, and make changes to improve UX. In turn, great site performance will increase conversion rates and boost your brand.

Prioritize Personalization and Customization

Today’s customers expect their experience with your brand to be personalized. Modern shoppers, specifically millennials, respond to personalization in products, content, website design, and marketing.

To keep your consumers happy, your brand must prioritize customization. Start by analyzing user data, then talk to your sales teams and create buyer personas. Armed with an accurate view of your target audiences, you’ll be able to create marketing campaigns that are tailored to their most important needs.

Make UX personal at every opportunity, from using first names in email marketing to enabling users to customize their online and mobile experiences. Collect data, test changes, and aim to lower bounce rate by making each UX unique.

Staff Your Company With the Right Talent

Businesses are heavily investing in UX designers, because they recognize the importance of seamless user experiences. The right UX talent can make all the difference in how customers interact with your brand.

But keep in mind during hiring that what’s on a resume might not always match reality. The people in charge of your UX need to possess more than just a cursory knowledge of the subject – they need to have the education, experience, and skillsets to take it to the next level. Partnering with a staffing agency, particularly one specializing in assessing and placing UX talent, can help you find everything you seek (and more) in a UX designer. Your company’s success in 2018 could depend on it!

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