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Why User Experience (UX) is Important for Financial Websites

No matter how amazing your website looks, if it doesn’t provide a great user experience, it’s never going to give you the results you hoped for. 

People won’t bother to return to a site if they’ve had trouble dealing with it in the past. In addition, it’s also going to negatively affect people’s impressions of your brand. If your website doesn’t meet their expectations, then they’ll just look for one that does.

Even if you add lots of extra content and features to your website, it won’t create much value if people can’t find them or understand how to use them. It’s much better if you start off with a simple website that has great usability, rather than a complex one that has everything thrown at it that’s very difficult to use. 

Here are a couple of things that prove the importance of providing a great user experience.

Creates a Good First Impression

When visitors find your site, you only have a few seconds to create a good first impression. You don’t want to waste these precious few seconds on things that can confuse your users. 

People nowadays are more tech savvy and know that there’s a right way and a wrong way of doing things. Your audience uses technology all the time and are used to a certain level of usability from their favorite products. If you can’t meet their initial expectations, they’re just going to leave and find someone that does. 

Delivering a brilliant user experience that helps create a great first impression also increases your chances of turning those people into loyal followers. 

Improves Conversions

Whether you’re trying to get people to read your content, sign up for your mailing list, or schedule an appointment, you have to make the steps to do so as easy as possible. If you add unnecessary barriers to entry, you’re giving up opportunities to make a quick conversion

Just having a clear and well placed call-to-action button can make a world of difference. If someone just wants to set up an appointment with your firm, they expect to be able to do it without having to through several hoops. 

Similarly, if you’re trying to get people to sign up to your mailing list, you want to minimize the steps required to do so. Don’t ask for too many details and keep your sign-up forms short. A lot of people are very protective of their personal information and will think twice about providing it to just any website. But if you just ask for their name and email address, they’re more likely to oblige. 

Final Thoughts

Your website’s UI (User Interface) plays a huge role in delivering a great UX (User Experience). Technical aspects such as mobile-friendliness and page load times also contribute to the overall user experience. 

When coming up with your design, you have to consider your target audience and think about what type of user experience they’re looking for. If you exceed their expectations, you’ll be able to strengthen your brand identity one visitor at a time and slowly improve your brand awareness.

If you’d like to improve your site’s UI and UX, contact us at AltaStreet using the contact form below. We’ve been helping hundreds of financial advisors for more than a decade create the best financial websites in the business.

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