Building Customer Loyalty through Exceptional UX

Speaker: 00:00:00

Welcome back to the business ignite podcast, where we light the fire

2

: 00:00:03

for business growth and marketing success.

3

: 00:00:05

Your hosts, Ethan Walker, Samantha Reed,

bring you the latest trends, expert

4

: 00:00:10

insights, and actionable strategies

to fuel your business journey.

5

: 00:00:14

Let's ignite your potential.

6

: 00:00:16

Samantha Reed: Hey,

everyone, and welcome back.

7

: 00:00:18

You know, we spend a lot of time on

this show talking about building a

8

: 00:00:22

business online, but today I want to

talk about something that's absolutely

9

: 00:00:25

essential for making those businesses

last, keeping your customers happy,

10

: 00:00:30

and more specifically, how amazing

UX can actually create loyalty.

11

: 00:00:35

Ethan Walker: It's funny you

should put it that way, right?

12

: 00:00:37

Because customer loyalty, it

used to be all about punching

13

: 00:00:40

cards and reward points.

14

: 00:00:41

Now it's about creating an online

experience so good that users choose

15

: 00:00:45

you, even with a million other tabs open.

16

: 00:00:48

Samantha Reed: It's true.

17

: 00:00:49

We've all been there,

overwhelmed by choices.

18

: 00:00:51

So to help us break down exactly how

to stand out in the digital sea of

19

: 00:00:55

sameness, we're diving deep into this

article from 95 Visual, Increasing

20

: 00:00:59

Loyalty Through Exceptional UX.

21

: 00:01:01

Ethan Walker: And you know, one of the

things I love about this article is it

22

: 00:01:03

really gets into the psychology of UX.

23

: 00:01:06

Samantha Reed: Okay, so like,

how our brains react to a well

24

: 00:01:09

placed button or a color scheme.

25

: 00:01:11

Tell me more.

26

: 00:01:11

Ethan Walker: Exactly that.

27

: 00:01:12

Like, when you land on a website

and it just makes sense, it feels

28

: 00:01:15

good, and those good feelings?

29

: 00:01:17

Samantha Reed: Yeah.

30

: 00:01:17

Ethan Walker: Those are actually

triggering real chemical reactions

31

: 00:01:20

in your brain, making you associate

the site with Positive emotions.

32

: 00:01:25

Samantha Reed: Wow.

33

: 00:01:26

So we're talking about more than

just making a pretty website, we're

34

: 00:01:29

talking about creating an experience.

35

: 00:01:31

Which is interesting because the article

actually kicks off by saying your website

36

: 00:01:34

is like your modern day salesperson.

37

: 00:01:36

But how do we translate the things

we know work offline, like building

38

: 00:01:41

rapport, understanding someone's needs.

39

: 00:01:44

How do we get that across on a screen?

40

: 00:01:46

Ethan Walker: Yeah, it's about

anticipating what your user wants before

41

: 00:01:49

they even know they want it, right?

42

: 00:01:51

It's providing clear information,

like, exactly what they need,

43

: 00:01:54

right when they need it.

44

: 00:01:55

Samantha Reed: So instead of bombarding

them with tons of pop ups and

45

: 00:01:58

those, like, spin the wheel things.

46

: 00:02:00

Ugh,

47

: 00:02:01

Ethan Walker: don't even

get me started on those.

48

: 00:02:02

Samantha Reed: Right, we need

to be streamlined, intentional.

49

: 00:02:06

Ethan Walker: Totally.

50

: 00:02:07

Every single element, from like where you

place your call to action buttons to how

51

: 00:02:11

you're visually organizing your content,

all of that shapes the experience.

52

: 00:02:15

Think of those websites

that just seem to get you.

53

: 00:02:17

Samantha Reed: Oh, I know

exactly what you mean.

54

: 00:02:19

It's like they've read your mind,

everything's easy to find, it loads

55

: 00:02:22

super fast, you don't even notice it,

but you just feel good being there.

56

: 00:02:25

Ethan Walker: Exactly.

57

: 00:02:26

And a lot of that is about those tiny

details, the things most people don't

58

: 00:02:30

even realize are affecting them.

59

: 00:02:32

We call them tiny details.

60

: 00:02:32

Micro interactions.

61

: 00:02:33

Samantha Reed: Micro interactions.

62

: 00:02:35

Okay, now you have to explain,

because I've never actually

63

: 00:02:37

heard that term before.

64

: 00:02:38

Ethan Walker: Okay, so

think about it like this.

65

: 00:02:40

What happens when you hover over a

button, or when you scroll down the page?

66

: 00:02:45

Are there smooth transitions,

subtle animations, even something

67

: 00:02:49

as simple as the way a form field

lights up when you're filling it out?

68

: 00:02:54

Those are micro interactions.

69

: 00:02:55

Samantha Reed: Wow.

70

: 00:02:56

So we're talking, like,

micro interactions?

71

: 00:02:57

Next level detail.

72

: 00:02:59

Ethan Walker: Exactly.

73

: 00:02:59

And they make all the difference.

74

: 00:03:00

Samantha Reed: It's amazing how much

goes into creating a really great

75

: 00:03:03

website, which I guess brings us

back to that whole dopamine thing.

76

: 00:03:07

Because I remember the article

mentioned that a well designed

77

: 00:03:10

website can actually trigger dopamine

release in the brain, which is kind

78

: 00:03:13

of wild when you think about it.

79

: 00:03:14

Ethan Walker: It's true.

80

: 00:03:15

And it makes sense, right?

81

: 00:03:16

Think about it.

82

: 00:03:17

If something's visually

appealing, it's easy to use.

83

: 00:03:20

We find the information we need.

84

: 00:03:22

Our brains are like, yes, reward.

85

: 00:03:24

It's like that little rush you get

finding a 20 bill in your pocket.

86

: 00:03:28

Samantha Reed: It's like, add to cart!

87

: 00:03:29

My brain is happy!

88

: 00:03:31

Ethan Walker: That

89

: 00:03:34

Samantha Reed: makes total sense.

90

: 00:03:36

But here's my question.

91

: 00:03:37

How do we keep things fresh?

92

: 00:03:38

I mean, the internet changes so quickly.

93

: 00:03:41

What's trendy today is old news tomorrow.

94

: 00:03:44

How do we design something that lasts,

that stays engaging, that doesn't

95

: 00:03:48

become, you know, well, boring?

96

: 00:03:52

Ethan Walker: That's what you need

to think about your website is a

97

: 00:03:53

living, breathing thing, right?

98

: 00:03:55

It needs to constantly evolve.

99

: 00:03:57

Samantha Reed: I like that.

100

: 00:03:57

So it's not a one and done situation.

101

: 00:03:59

It's about ongoing attention and updates.

102

: 00:04:01

Ethan Walker: Exactly.

103

: 00:04:02

You wouldn't open a store and then

just never change the displays

104

: 00:04:05

or update the inventory, right?

105

: 00:04:06

Right.

106

: 00:04:06

Websites are the same way.

107

: 00:04:08

They need that constant refresh

to stay relevant and exciting.

108

: 00:04:12

Samantha Reed: It's true.

109

: 00:04:12

And I think that's a great analogy, right?

110

: 00:04:14

Thinking of your website

almost like a physical store.

111

: 00:04:17

You wouldn't just let people

wander around aimlessly hoping

112

: 00:04:20

they find what they're looking for.

113

: 00:04:21

You want to guide them,

create a clear path.

114

: 00:04:24

Ethan Walker: Exactly.

115

: 00:04:24

It's all about designing those intentional

pathways, removing any obstacles.

116

: 00:04:29

Samantha Reed: And that actually

reminds me, the article talked

117

: 00:04:31

about this idea of UX as a funnel.

118

: 00:04:34

What exactly did they mean by that?

119

: 00:04:36

Ethan Walker: Okay, so

imagine a funnel, right?

120

: 00:04:38

Wide at the top, narrowing down.

121

: 00:04:41

Now think about your website.

122

: 00:04:43

Someone lands on your homepage,

that's the top of the funnel.

123

: 00:04:46

And you want to guide them

through, step by step, until

124

: 00:04:48

they reach a specific action.

125

: 00:04:49

Maybe they buy something, maybe

they sign up for your email list,

126

: 00:04:52

whatever that conversion is for you.

127

: 00:04:54

The UX is what creates that flow.

128

: 00:04:56

Samantha Reed: Okay, so instead of

making people hunt for that buy now

129

: 00:04:59

button, you're using design to kind

of subtly lead them towards it.

130

: 00:05:03

Ethan Walker: Exactly.

131

: 00:05:03

Anticipating their needs.

132

: 00:05:05

Answering questions

before they even ask them.

133

: 00:05:07

It's all about making the experience

so smooth that it feels effortless.

134

: 00:05:12

Samantha Reed: Almost like you're having

a conversation but without saying a word.

135

: 00:05:15

Ethan Walker: Yeah, exactly.

136

: 00:05:16

And one thing people often forget is that,

you know, not all users are the same.

137

: 00:05:20

Samantha Reed: True.

138

: 00:05:21

Ethan Walker: A new visitor

needs a different experience than

139

: 00:05:23

someone who's been on your site.

140

: 00:05:24

Five times already.

141

: 00:05:25

Samantha Reed: Right.

142

: 00:05:26

So how do you design for all

those different types of people?

143

: 00:05:29

Ethan Walker: Personalization, which

sounds complicated, but it could

144

: 00:05:34

be as simple as, say, using cookies

to see what someone's looked at

145

: 00:05:37

before and suggesting similar items.

146

: 00:05:40

Samantha Reed: Oh, so it's like that

recommended for you section popping up

147

: 00:05:43

with things you might actually want.

148

: 00:05:45

Ethan Walker: Exactly.

149

: 00:05:45

Or even just changing the language

you use based on whether someone's a

150

: 00:05:48

first time buyer or a loyal customer.

151

: 00:05:51

That feeling of being recognized,

of the website remembering you,

152

: 00:05:54

it makes a huge difference.

153

: 00:05:56

Samantha Reed: Okay, that makes sense,

but I feel like some people listening

154

: 00:05:58

might be thinking, this all sounds

great, but how do I actually do it?

155

: 00:06:02

Ethan Walker: Yeah, it can feel

overwhelming, but honesty, the

156

: 00:06:05

best place to start is simple.

157

: 00:06:07

Think about your ideal customer, like

really put yourself in their shoes.

158

: 00:06:11

What are their pain points?

159

: 00:06:12

What are their goals?

160

: 00:06:13

Samantha Reed: Okay, so Empathy.

161

: 00:06:15

Ethan Walker: Exactly.

162

: 00:06:15

Samantha Reed: Yeah.

163

: 00:06:16

Ethan Walker: And once you have that

clear picture in mind, test it out.

164

: 00:06:19

Watch how real people use your website.

165

: 00:06:21

Samantha Reed: You mean like user testing.

166

: 00:06:22

Ethan Walker: Exactly.

167

: 00:06:23

You'll learn way more from

watching someone actually navigate

168

: 00:06:26

your site than you ever could

just staring at it yourself.

169

: 00:06:29

You can see where people

get stuck, what's confusing.

170

: 00:06:32

Those are gold mines for improvement.

171

: 00:06:34

Samantha Reed: So it's all about constant

iteration then, like even after you

172

: 00:06:37

launch a website, it's never really done.

173

: 00:06:39

Exactly.

174

: 00:06:39

Ethan Walker: Exactly.

175

: 00:06:40

Things change so fast online,

you have to be willing to adapt.

176

: 00:06:44

Keep an eye on your analytics.

177

: 00:06:45

See what's working, what's not.

178

: 00:06:46

Samantha Reed: Yeah.

179

: 00:06:46

It's

180

: 00:06:47

Ethan Walker: an ongoing process.

181

: 00:06:48

Samantha Reed: Like a garden, almost.

182

: 00:06:49

You have to tend to it

if you want it to grow.

183

: 00:06:51

Ethan Walker: Exactly.

184

: 00:06:53

And if you put in the effort,

the results speak for themselves.

185

: 00:06:56

Happier customers, more sales.

186

: 00:06:58

Samantha Reed: More loyalty overall.

187

: 00:06:59

It really is.

188

: 00:07:00

Okay, so we've covered

a ton of ground here.

189

: 00:07:03

From those tiny micro interactions to the

psychology of dopamine, it's clear there's

190

: 00:07:06

a lot more to UX than meets the eye.

191

: 00:07:09

But if our listeners are going

to take away just one thing

192

: 00:07:12

from this whole conversation,

What do you think it should be?

193

: 00:07:15

Ethan Walker: You know, for

me, it always comes back to

194

: 00:07:17

that idea of human connection.

195

: 00:07:19

Even though we're talking about websites

and technology, at the end of the day,

196

: 00:07:22

UX design is about understanding people.

197

: 00:07:25

Samantha Reed: Yeah, it's about creating

an experience that feels personal, even

198

: 00:07:28

if it's happening through a screen.

199

: 00:07:30

Ethan Walker: Exactly.

200

: 00:07:30

It's like, how would you want to be

treated if you walked into a store?

201

: 00:07:34

You want someone to say hello, to answer

your questions, to make you feel welcome.

202

: 00:07:39

A website should be no different.

203

: 00:07:40

Samantha Reed: So it's about building

relationships, even in a digital space.

204

: 00:07:44

Ethan Walker: Absolutely.

205

: 00:07:44

And when you do that

well, people remember it.

206

: 00:07:47

They come back.

207

: 00:07:48

They tell their friends.

208

: 00:07:49

Samantha Reed: And that translates

to loyalty, which, let's be honest,

209

: 00:07:53

is the holy grail for any business.

210

: 00:07:55

Ethan Walker: It really is.

211

: 00:07:56

Samantha Reed: Well, on that

note, a huge thank you to our

212

: 00:07:59

expert for joining us today and

sharing so many amazing insights.

213

: 00:08:02

This has been an incredibly

eye opening conversation.

214

: 00:08:05

Ethan Walker: It's been

a pleasure being here.

215

: 00:08:06

Samantha Reed: And to everyone listening,

we hope this deep dive has inspired

216

: 00:08:10

you to take a closer look at your own

website, not just at what it looks

217

: 00:08:13

like, but at how it makes people feel.

218

: 00:08:15

Because those small details, that

human touch, that's what creates

219

: 00:08:20

an experience people will remember.

220

: 00:08:21

Ethan Walker: And in today's world,

that's more valuable than ever.

221

: 00:08:24

Samantha Reed: Absolutely.

222

: 00:08:25

Okay, until next time, happy designing.

223

: 00:08:27

Speaker 2: Thanks for tuning

into the Business Ignite podcast,

224

: 00:08:30

where we fuel your business

growth and marketing success.

225

: 00:08:34

If you enjoyed today's episode,

be sure to rate and review us.

226

: 00:08:37

It does help others find the show.

227

: 00:08:40

Don't forget to follow us on social

media at Business Ignite podcast and

228

: 00:08:44

share this episode with a friend.

229

: 00:08:46

Keep the fire burning and remember,

your success is just one strategy away.

230

: 00:08:53

Until next time, stay ignited.