Have you ever hopped on a website and left halfway through due to frustration? This happened to me a few months ago with TikTok.
TikTok is one of the biggest entertainment apps worldwide right now, and like everybody else I wanted to join and see what the hype was about. I have a Samsung, so I thought the compatibility between the app and the phone would be normal.
I was wrong. It was a headache using TikTok on my phone. There were so many glitches, and the messages tab took forever to load. One wrong click and I was sent spiraling into some Temu ad that took me forever to get out of. Not to mention the excessive amounts of influencer ads for TikTok shop that you think is a regular video on your feed.
Ultimately, this experience made me delete the app once again.
It was disappointing having to delete it because some of the videos were very funny. It also made me sad that I was not part of TikTok anymore, as all of my friends were on it.
This resulted in me having a poor user experience (UX) with TikTok’s interface. UX is crucial when it comes to influencing a consumer's behavior, especially on a website. Something that TikTok lacked.
Like anything else, if the process is smooth to go through then you are more likely to come back, recommend it to a friend or follow through with a purchase. This goes for both in person situations and online.
This reminds of when I am put on hold with a company and I am talking to a robot. It gets frustrating because I know if I just talked to a representative it would’ve been resolved much quicker.
For online, an example of this is when you get to the checkout screen on a website, and it becomes so glitchy or asks for too much information that we end up just giving up on it.
Companies who have a good UX interface for their websites see a higher increase of conversion rates. They know that making this process as easy as possible will lead to a satisfied experience, and with satisfied experiences comes a higher possibility of coming back.
Some of the key qualities to look for in a UX are credibility, usability, simplicity and findability. Credibility enhances trust between you and the customers, while usability, simplicity and findability offers ease while on the website.
Running an effortless operation from start to finish can leave a positive lasting impression for the consumer about your brand, showcasing that you put in a lot of effort into making their experience easy. It also demonstrates that yourcompany can be trusted, a huge milestone when it comes to digital media since everyone fears getting their data leaked.
UX experience is equally as important as the products you are selling, your KPIs and the advertisements you put out. If you do good on all of the above, but your website is messy, that is the first and only impression left for the customer.
Comments