Senior management at many leading UK brands and organisations may be missing out on vital online revenues because they underestimate the importance of online user experience.
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05 December 2008
Senior management at many leading UK brands and organisations may be missing out on vital online revenues because they underestimate the impact of user experience for online conversions, according to research by digital agency Cimex.
Conducted during Cimex’s World Usability Day event, the survey questioned a group of Cimex ’super consumers’ - including usability experts, web and channel managers from government departments, public bodies, broadcasters, charities, brands and publishers - who attended presentations given by the agency’s expert team of UX consultants.
While nearly three quarters of respondents said they valued UX seriously, believing it to be essential in helping the user find the information they need on a website (42 per cent), one fifth admited that their digital budgets didn’t always allow for user experience expenditure as they experienced difficultly in persuading senior directors to buy into the concept.
Although surprised by the news that user experience testing and simple website audits could see an uplift in online purchases and conversions, they admitted UX was relevant to all types of website (53 per cent) and were committed to making its use common place on all digital projects (61 per cent).
‘How many times have we all been on a website which is difficult to navigate or how often have we bandoned a transaction because it is too complicated or the website has failed in some way?’ says Dr. Katerina Tzanidou, Head of UX at Cimex. ‘The user experience is not just about ensuring a website is accessible to disabled people. The UX team at Cimex helps clients to deliver websites that are easy to navigate, provide clear information and deliver a consistently rich brand experience.’
‘Anyone that underestimates the importance of usability and accessibility in relation to online sales traffic, online converstions and overall customer experience, is in danger of seriously neglecting their brand which ultimately represents a cost to the business few can afford in the current economic downturn.’
Cimex is a multi-award winning, ‘top 40’ interactive media agency and provides accessibile web design in London. Established in 1994, it offers a 360 degree service from consultancy through to digital design, technical and content services. Cimex works in the corporate, public and e-learning sectors, and focuses on user-centred design to create unique solutions. The Cimex user experience team is uniquely positioned to offer a range of practical and powerful solutions that will meet specific needs and form the keystone to a complete design solution.
Our UX services include:
- Accessibility Audit
- Card Sorting
- Competitor Analysis
- Expert Review
- Eye Tracking
- Focus Groups
- Information Architecture
- User Testing
To find out more about user experience, check your DDA compliance or web accessibility, contact Denise Turner on 0207 324 7780.