8 Stats to Prove the Importance of User Experience to Business Stakeholders

Liam Burns
Written by Liam Burns
August 04, 2020

Designing digital products is as challenging today as it’s ever been. With the ever-evolving digital landscape, it’s even more critical to meet consumer demand in order to optimize your conversions.

To many businesses, user experience simply means developing an aesthetically pleasing design that’s good to look at. After all, digital marketers are repeatedly told that’s what consumers want. Since your website, mobile app, or software platform is the gateway to your business, the look is the most important part. Right?

However, if you’ve ever sat in a boardroom explaining analytics around a website built on aesthetics—you know that’s not the case. Oftentimes, it’s a huge disappointment to realize that bounce rates are still high, and the website isn’t generating as many leads as stakeholders hoped for.

The lack of results is most likely from not enough resources and time allocated towards user experience (UX). A beautiful website means nothing if it isn’t easy to navigate, research, or complete a purchase. In fact, 32% of customers agree that they would leave a brand after one bad experience.

Before you design your next digital product, you must get your stakeholder’s buy-in for UX initiatives to build an experience that engages users. To help you get started, check out this list of compelling statistics on UX benefits to prove it’s importance in any digital development.

How to Explain the Significance of User Experience

As a UX analyst, you understand the importance of designing a digital product that targets your audience’s needs. However, business stakeholders most likely do not. Before walking them through statistics, you’ll need to state your case on what user experience is, how it helps, and why it’s important.

Designing with UX in mind helps fulfill the user’s needs and keeps them loyal to your brand. It also allows you to establish a clear user path for you to build customer journeys for future digital marketing campaigns.

Perhaps the most challenging aspect to explain to stakeholders is that there is no ‘right’ answer when it comes to UX. It’s different for everyone—you need to keep in mind that you’re not designing to serve a business objective, but rather your end-user needs.

To explain what the process entails, discuss the following eight UX fundamentals to paint a picture around its importance:

  • Develop user-profiles and personas to understand your audience’s emotions
  • Complete interface testing to compare the effectiveness of your experience compared to other sites
  • Interview potential users to earn feedback on your design
  • Create a user flow diagram to demonstrate how users navigate through your system
  • Plan a sitemap to organize the hierarchy of the pages and subpages
  • Develop wireframes to give your webpage a visual guide
  • Design effective patterns to lead to more familiar experiences like slideshows or module tabs
  • Implement style guides to ensure the website stays on brand

While this may seem like a tall order for stakeholders trying to juggle multiple initiatives and their bottom line, the results are worth it.

Use These 8 Powerful Stats to Justify User Experience to Your Boss

Your next step in proving the ‘why’ behind UX is providing the numbers to back up your claims. By allocating resources towards optimizing digital user behaviors, stakeholders can expect increased ROI, productivity, customer satisfaction, and brand awareness.

If you keep finding yourself explaining the importance of UX, showcase the following statistics to express the value of your profession and how you can make a direct impact on business:

1. Every $1 Invested in UX Results in an ROI of $100

With an ROI of a whopping 9,900%, UX is a proven method to increase conversions and long-term revenue for enterprises. UX processes are similar to those of building a successful business—you focus on investing in a design that differentiates products, attracts potential customers, and drives conversions.

When it comes to ROI, UX can make an impact on:

  • Revenue
  • Customer retention
  • Employee productivity
  • Development and support expenses
  • Time

UX makes it possible to not only delight users and provide business results, but also increase your company’s effectiveness in the design phase.

2. 39% of Users Stop Engaging if a Website is Too Slow

How many times have you left a website after an image wouldn’t load?

Consumer standards are high. With so much competition on the internet landscape, your website needs to deliver content quickly, or users will move on to another website.

39% of consumers will stop engaging with your content or switch devices if they face any display or design issues. This mostly stems from:

  • Images not loading
  • The website taking too long to load
  • The design isn’t responsive
  • The content is too long

If you want users to stay on your program to learn more and convert, UX helps identify possible issues and develops a solution to make the program run at an optimal speed.

3. 88% of Users Won’t Return to a Website After a Bad Experience

Your digital interfaces often act as the first impression of your brand. If you’re unable to meet consumer demand and deliver a positive experience, you run the risk of losing 88% of customers forever. For example, if the ‘add to cart’ button isn’t working, or specific content is difficult to find.

By focusing on the user, UX helps content, features, and functionality appear at the right time and place for potential customers. Your profession helps gain user’s trust and loyalty, which, in turn, increases the customer’s lifetime value.

4. 85% of Adults Think a Mobile Website Should Perform Better than Desktop

Did you know that 80% of all internet users own a smartphone? Stakeholders must prioritize a responsive, mobile-first design. As more people gravitate to using their mobile phones instead of a desktop, UX takes advantage of mobile design trends to provide a more appealing and intuitive experience.

When designing for mobile, UX considers how users interact with their devices. For example, it considers the user’s range of motion with swipes and taps to help simplify the number of gestures needed to complete a purchase or action.

5. 53% of Mobile Users Leave an Interface within Three Seconds

Whether you’re driving on the highway, waiting at the grocery store, or shopping for the deal-of-the-day online — speed means everything. With the growing demand for more instant content, mobile users will leave a webpage if it doesn’t load within three seconds. Meaning, you have three seconds to capture a user’s attention and deliver them a solution they need. Not only does a slow speed result in a higher bounce rate, but it also increases cart abandonment.

A fast digital platform helps:

  • Provide instant gratification to users
  • Improve user retention rates
  • Increase SEO rankings

With shortened attention spans and impulsivity, UX delivers a fast experience that pinpoints human behavior.

6. Only 55% of Companies Conduct UX Testing

If a business wants to compete and succeed in any industry niche, UX is the ticket to increasing engagement and customer lifetime value. With only about half of companies investing in UX, you have a huge opportunity to outmatch your competition and deliver a more engaging experience to your users.

When you begin proving UX’s worth, include a competitive analysis highlighting the UX pros and cons. It’s a clear way for you to showcase how your user experience compares to similar brands and demonstrates the power UX has to take your enterprise to the next level.

7. 69% of Users are Deterred by Long Signup Forms

This stat might shock your stakeholders. Can your business grow a lead pipeline without asking the user for personal information? How can you improve their digital experience if you don’t know them?

UX takes a look at form fields and determines how effective they are at capturing user data. 69% of respondents saying excessive form fields turn them away from an inquiry and 55% reporting an email subscription is a total turn off. With current internet security concerns, many users want to avoid giving a company their personal information altogether.

8. 75% of Users Judge a Brand’s Credibility on Website Aesthetics

When your stakeholders think about credibility, they may only imagine your product’s quality or online reviews. While those are important, they may be surprised to find out that 75% of your brand’s authority is closely tied to your website’s aesthetic. In the current digital landscape, your website showcases how your company operates and allows you to make an impression on users instantly—good or bad.

Website aesthetic credibility can be established by:

  • Developing a modern design
  • Including quality content through text, images, or videos
  • Creating a navigation that allows users to research your company

Improve Your Conversion Rates by Optimizing the User Experience

You know that UX is worth fighting for. By providing the right explanations and statistics that back UX’s value, your stakeholders will too. When proving the importance of UX before any major app, website, or program design, you’ll be armed with data on:

  • How UX produces ROI and conversions
  • How users interact with interfaces
  • How users prefer to consume content
  • How to tweak the digital experience to improve the customer journey

Since many enterprises haven’t fully embraced UX yet, it’s a great opportunity for you to make your case and create a long-lasting impact on business objectives future digital interface designs. Once you have a UX strategy in place, it can even drive further improvements in lead generation, communication, and more.

If your business is dead-set on increasing engagements and customer loyalty, download The Ultimate Guide to Optimizing Digital Experiences for Enterprise to learn how to deliver an exceptional user experience.

Topics: Data, Revenue, User experience
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