It’s the User Experience Stupid!

It is critical to create dealer websites and apps that are easy-to-use for your staff and shoppers…

User Experience is defined online as “the overall experience of a person using a product such as a website or computer application, especially in terms of how easy or pleasing it is to use.”

But not all companies think that user experience is important.  For some, a “features first” mindset is important.  The more the features, the better.  For others, it is big data.  The numbers are everything.

We think differently.  We know that user experience is the very force that drives a product’s performance.  Features help.  Numbers are important, but if the user can’t user the product, then all bets are off.  Let’s look at some facts:

Be Smart: A Better Experience Improves ROI

Putting user experience first is smart for four reasons:

  1. Customers get what they want out of a product, so they stay happier
  2. Happier customers stay loyal for longer
  3. Loyal customers spend more money
  4. You save money during product development and after launch

Digital technology has impacted practically every commercial industry, forcing old habits to die hard and opening opportunities for innovators.  Look at the auto industry…  According to the Wall Street Journal, US car shoppers spend an average of 11 hours online and 3.5 hours offline. Since people spend more time doing online research, auto dealers have to consider the role that digital products play in the sales funnel.

Given these numbers, don’t you think that your dealer website should be easy to use?

Experience Dynamics, an award-winning UX consulting firm, compiled a number of other statistics that starkly demonstrate the ROI of UX.  For instance:

  • 70% of projects fail due to lack of user acceptance
  • User involvement during UX development can decrease work time by 33-50%, helping teams focus on what the users actually want
  • One website, after it was optimized for mobile, saw a 30% increase in sales and a 70% increase in the quantity of products sold

In other words, the more you focus on the people who will actually be using your product, the bigger and better your bottom line will be.

Be a Really Smart: Put Your Users in the Driver’s Seat

Usability authority Jakob Nielsen says that it’s 100 times cheaper to fix a design before launch, because, whether you like it or not, “your design will be tested by users — your only choice is whether to run the test yourself before launch.”

Does that mean you should only perform pre-launch testing?  Not at all. In two separate studies, he found that redesigning a product for usability increased KPIs by up to 135%.

At the end of the day, we all want a product that blows our customers and our competition out of the water. To ensure acceptance and success, put your users in the driver’s seat.

After all, your users are your biggest investors, so it pays to let them run the show!

What this Means for Your Dealer Website?

Don’t just accept what your told.  Ask your provider what they have done to test their website designs with typical users.  Ask for examples and results.

Talk to them about performance.  If the site doesn’t load fast, you will lose customers before they even visit your site.

Finally, ask them about how they would manage your “calls to action” (those call outs on a web page that might say “Buy Now!” or similar things).  If you have too many calls to action, you will risk losing leads in all the clutter.

It’s simple.  Bells and whistles are important, but the experience is the most critical thing for the user.  Hiring a web provider that understands is essential to your success.

Give us a call at 954.507.6454 or contact us at any time via email.