Blog : Web Design

How to Demand ROI from a Small Business UX Digital Strategy

How to Demand ROI from a Small Business UX Digital Strategy

A User Experience (UX) strategy is purposeful plan of action that achieves an online business goal. The strategy builds an online experience that is in line with the end users’ needs and expectations.

User Experience, much like Customer Service, is user-centric. It focuses on how your online customers interact with your brand, how it makes them feel, and ultimately how the experience drives them to convert and become long term customers.

Today, and for Small Businesses in particular, investing in your digital asset and optimising its user experience is done to generate e-business value and support its brick and mortar equivalent.

UX digital design is outcome driven, seeks to enhance user flows and create favourable online customer experiences – and thus has an expected ROI.

     “For every 1$ spent on UX research, there is an expected return of 2$ – $100”

However, it during the UX design phrase, it can be difficult to determine what the expected ROI should be. A conversion audit, or website review will identify pressure points and help define what success looks like after the UX design strategies have been implemented. In a business sense, the UX strategies should, at a minimum, be aligned with your overall business objectives.

Typically, investing in UX strategies can have the following business objectives;

Reduce Development Costs

Keeping development costs down is key to staying within your businesses budget. Ongoing redevelopment associated with retrofitting UX solutions can be an ongoing cost and become a massive strain for slim small business budgets.

It is estimated that 50% of programmer work and time is spent fixing errors and rework. Considering the hourly front/backend developer fees – costs associated with re-work can be avoided by forecasting usability pressure points in the agile UX design process.

Other measurable cost cutting UX goals and metrics include;

  • Reducing support costs
  • Reducing user and staff training costs
  • Reducing redesign and documentation costs

Increasing Conversions

Driving conversions is a typical small business objective. The UX strategy that helps meet that objective should have a quantifiable business metric for which ROI can be based.

Conversions are not always revenue and sales based, they can be also defined by other business goals and objectives such as;

  • Increase brand exposure, loyalty and awareness through new and returning visitors
  • Increase subscriptions
  • Increase in online and in-store inquiries

As observed, “Conversions” are wide ranging and can include other traffic driving efforts such as SEO. Good content management and optimisation is key to content search-ability, and usability.

Other business objectives may be enhancing the user experience to maintain market competitiveness. Particularly for businesses whose product and service offerings heavily rely on first-rate customer service and engagement; UX or digital CX (Customer Experience) increasingly become a key differentiator in the digital space.

It’s therefore no surprise that, historically, global companies defined as CX leaders and invest in user centric designs have outperformed the S&P 500 Index by 41%. Now, over 70% of companies that do not conduct user experience are expected to begin doing so in the next 12 months. It’s also expected that by 2020, customer experience will overtake price and product as the key differentiator.

Reducing Errors and Improving Performance

System and user generated errors can significantly impede the usability of an asset, cause abandonment and lower retention.

In a business sense, all costs associated with advertising, marketing and other traffic generating efforts cannot be realised when the digital asset does not function in the way the user expects it to.

Potential usability and functionality pitfalls can be identified early in the UX process through user and system testing. Putting the digital asset through its paces in a test environment will help identify developmental bugs and errors. Fixing errors in a post-launch live environment negatively affects user acceptance, increases the ongoing cost of development and maintenance – further straining the small business online presence budget.

For a small business, the cost of fixing errors and improving performance post launch;

(Number or Errors) x (Average time to Repair) x (Developer/Designer hourly rate) = Total Cost to the Business.

A Small Business Case for UX

Making a business case for UX has gotten easier. The cost of investing in good UX requires some time to deliver ROI and results, however, it’s the cost of lost opportunity due to bad poor user experiences that drives a stronger case. With 88% of online customer less likely to return to a website after a bad experience, business losses and lost conversion opportunities are immediate and very apparent to the Small Business owner.

In today’s burgeoning digital economies, strategically creating great user-centred digital experiences is no longer a debatable project and development add-on – it’s has quickly become a responsible e-business practice.

When catering to Small Businesses on a budget, UX is more about strategically thinking about the purpose of your website from a customer’s point of view and alighting these with your Small Business goals.

In your next website build, redesign or relaunch, incorporate Web Design Market’s ‘UX Strategies for Small Business’ – it’s our ROI driven, user-centric, web design and development approach that considers the following:

  • Market Research – using market analytics, data and demographic information, we help understand your target market and its key economic drivers
  • User and Customer Persona Development – using user research, we unveil your customer, their needs, interests and goals.
  • Competitor Analysis – we audit and review of competing or competitor websites to gain a comprehensive view of the digital landscape and help identify opportunities
  • Targeted Marketing Campaign Development – after identifying the target market your customers, research, identify the most effective marketing channels and campaigns
E-Commerce UX Design: 5 Tips to Increase Conversions

E-Commerce UX Design: 5 Tips to Increase Conversions

The core objective of an e-commerce website’s user experience design is to drive conversions and generate e-business value for your business. However, you might be finding that while your Small Business SEO Strategies are working, there are significant drop offs past your homepage and your conversion goals are not being met.

The web analytics data confirm that you are driving traffic to your e-commerce website, but overall, you may have observed some of the following:

  • multiple abandoned carts and baskets
  • a significant drop in returning visitors (as opposed to new visitors)
  • increasingly high customer service inquiries relating to online orders

There can be multiple reasons why your customers drop off after a certain point of browsing your home page or in the middle of check out. At this point it would be useful to reconsider your e-commerce user experience design (UX) strategy in order to enhance the shopping experience. This will reduce stumbling blocks throughout the transactional, checkout and payment processes.

Read on for five user experience design strategies to drive conversions on your e-commerce website and achieve measurable results, including:

  • an increase in key metrics such as Session Duration, (Avg) Time-on-Page indicating that site visitors are spending longer looking at products
  • higher task completions to indicate visitors are completing key conversion tasks such as completing the checkout and payment processes


  1. Create Purposeful Homepage Sections

On the homepage, and above the fold, make it immediately clear what your business does and its purpose. Here, promote and describe your business’s unique Key Value Proposition with engaging hooks that match your target market’s language.

  • Key sections such as the header should be designed to feature standard items such as logos and branding, shopping carts, administrative or contact details, search and navigation. For global websites, provide shoppers with automatic geographic/country/currency selectors.
  • The banner section will carry your Key Value Proposition and hooks. Give attention to the copy and ensure it drives value for the shopper. Incorporate clickable promotional material such as banners, sliders or moving carousels to drive shopper attention to offers, sales and other marketing efforts.


  1. Provide Intuitive Navigation and Search Features

The navigation menu gets the most use and should be designed enhance merchandise and product findability.

An intuitive navigation structure eases the online shopping experience by providing consistent and recognizable navigational paths.

  • Prioritise pages appropriately and arrange product categories in a logical and hierarchical structure while offering reference points to orientate the shopper of their relative position in the navigation structure.
  • Categorise products appropriately. Misplaced items or incorrect categorisation of products will frustrate users and cause them to abandon the buying process.



  • For simple e-commerce websites with minimal product listings, create tabbed navigation menus for product categories.
  • For large websites with complex or in-depth product categories, provide a search functionality such as autocomplete or autosuggest to hasten the search. Design the search bar so that it allows for category-specific searches.



  1. Create Product Pages with a Strong Visual Focus

The product page is where you showcase your merchandise and products to the customer.

Strong imagery and visuals showing real life applications of the product create an immersive user/shopper experience. They also help the online shopper to get a ‘closer look’.

  • Where applicable, consider features such as 360 degree interactive images, which aid in the buying decision.
  • Multiple photos of the same product with appropriate image and product descriptions in the image ALT tags will also help with image SEO rankings. (Link to Blog article on Google Image SEO)
  • Highlight discounted products by prominently displaying the new and reduced price accompanied by strong call-to-actions that create a sense of urgency.



  • For products with multiple variations, such as quantities, sizes or colours – design options that minimise customer error. Purchasing wrong sizes is frustrating for the customer and costly for your business.
  • Provide important product details including customer reviews and the ability for customers to share on social media channels, This should be part of your wider Social Media Strategy. (link to social media page)


  1. Smoothen the Shopping Journey

The user experience design should aid the customer in making buying decisions.

  • Page-to-page transitions should be smooth and consistent with minimal loading times to keep the shopper engaged.
  • Throughout the shopping experience, help the customer validate selections with recommendations of items other customers viewed or purchased in the same product range. Use these opportunities to promote other related products.



  • Ensure critical purchasing information is automatically updated and available to help the customer track their spending.
  • Where the shopper abandons the shopping process, preserve the cart contents and alert then on their next visit with options to ‘Continue Shopping’ or ‘Proceed to Checkout’.


  1. Simplify Your Checkout Process

The checkout process – a transitional task and critical conversion point – should be designed to be quick, secure and efficient.

  • Depending on your business, design a checkout layout that simplifies the input of customer, shipping and payment information while minimising user-generated errors.
  • Reduce Time-on-Task and hasten the checkout process with autosuggest features.



  • Secure trust by highlighting confidentiality and security by using secure reputable payment gateways.
  • Build loyalty by rewarding the shopper with redeemable shopping points for account holders.



  • Reduce cart abandonment for casual and guest browsers by providing quick checkout and payment.



  • Remember to capture the departing online shoppers’ consent to receive push-notifications and subscriptions.


The Main Takeaway

An e-commerce website should evolve with your business. To drive conversions, develop user experience design strategies that align your business objectives with a digital shopping experience that matches customer usability expectations and behaviour.


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