As a consultant dedicated to helping small businesses succeed, I always emphasize the importance of user experience (UX) design. Why? Because UX has a massive impact on your website performance, customer satisfaction, and overall success.
But don‘t just take my word for it. The data paints a clear picture.
In this detailed guide, I‘ll share 21 enlightening UX statistics, trends, and insights to help you understand why UX needs to be a priority for your small business in 2024.
I‘ll also provide tips and best practices you can implement right away to start improving your UX. With a stellar UX design, you can gain happier customers, more sales, and a competitive edge.
Key UX Statistics for Small Business Owners
Before we dive in, here are five statistics that demonstrate the huge benefits of UX:
- 88% of online consumers are less likely to return after a bad user experience [1]
- Every $1 invested in UX design returns $100 [2]
- 23% more positive word-of-mouth comes from a great UX [3]
- Companies that invest in UX see 15-40% higher conversion rates [4]
- A 1 second delay reduces conversions by 7% [4]
Let‘s explore more data on the real impact of UX…
Detailed UX Statistics and Trends
1. 35% of potential revenue is lost due to bad UX
Research by Akamai shows that poor UX causes e-commerce businesses to lose around 35% of potential revenue annually. That translates to $1.3 trillion in lost global sales each year just due to bad UX. [4]
For your small business, improving UX could significantly boost sales and revenue. Even a 5% increase in conversions could add thousands in profit.
2. UX improvements led to a $42 million profit increase for one company
Backcountry, an e-commerce retailer, redesigned their shopping experience to make it easier for customers to filter products, navigate purchase options, and checkout quickly.
This UX redesign led to a 13% increase in mobile conversion rates and a $42 million rise in annual profit. [5]
3. 2023 UX Trends: Personalization and Accessibility
Two major UX trends will shape design in 2024, according to UX experts:
- Personalization: Tailoring experiences to customer preferences [6]
- Accessibility: Making products usable for all people [7]
Personalized experiences feel unique and relevant to each customer. And accessible design allows people with disabilities to use your product just as effectively as anyone else.
72% of customers only engage with personalized content, so be sure to incorporate it. [8]
4. 75% of users base credibility on aesthetics
How a website looks strongly impacts user trust. 75% of people judge a website’s credibility primarily on its visual aesthetics. [9]
Ensure your website appears polished, professional, and pleasing to build credibility with customers. Don’t underestimate the power of good visual design.
5. Apps unused after first try: 57%
If users don’t enjoy using an app, they’ll quickly abandon it. 57% of mobile app users will delete an app after using it only once if they dislike the UX. [10]
To keep users coming back, focus on intuitive navigation, smooth performance, and an enjoyable UX. First impressions matter greatly.
6. Website loading delays hurt conversions
Quickly loading sites have a big advantage. According to Akamai, a 1 second delay reduces conversions by 7%. [4]
Site speed is especially crucial for shopping carts. If an e-commerce site takes over 4 seconds to load, it starts losing customers fast—up to 87% of shoppers will abandon their cart. [11]
Optimization and speedy hosting are essentials for small e-commerce businesses today. Don’t let slow load times drive customers away.
“Every 100ms increase to load time can cause up to a 7% reduction in conversions.” – Kissmetrics
7. UX impacts search rankings
User experience also plays a role in SEO and search rankings. Google aims to surface results that offer the best user experience.
Websites with faster load speeds have been shown to achieve better search engine rankings. [12]
And if users quickly bounce back to the search results after clicking on a site, that’s a negative signal for Google. So optimizing UX helps with higher rankings and traffic.
8. Good UX leads to 200%+ more conversions
Research conducted by LinkedIn indicates that a well-designed user interface can increase conversion rates by up to 200%. And an excellent UX design could potentially boost conversions by 400%. [13]
Dollar Shave Club’s revenue skyrocketed by improving their checkout experience. A single UX test led to a 190% increase in revenue from their checkout funnel.
9. Improving UX reduced support calls by 250,000
When Microsoft redesigned their Office 365 admin portal with a focus on simplifying UX, it reduced user problems and confusion. This UX update resulted in 250,000 fewer customer support calls per month. [14]
Good UX minimizes the need for support, saving you costs. Frictionless experiences make customers happy.
10. 23% more positive word-of-mouth comes from good UX
Positive UX experiences inspire users to share and recommend your brand. Spiegel Research found that good UX leads to 23% more positive word-of-mouth.
And bad UX has the opposite effect, causing 13% of people to share negative feedback with 15+ others. [3]
Leverage the power of word-of-mouth by delighting customers with your UX.
“A good reputation acts as free marketing. UX improvements can help you earn that reputation.”
11. 61% of small businesses don’t have a mobile-friendly site
With most customers accessing your site on mobile, having a mobile-friendly responsive design is essential.
But 61% of small business websites are still not optimized for mobile, according to research by Clutch. [15]
Ensure your website provides a seamless UX on smartphones. Otherwise, you risk losing mobile customers.
12. Accessible design opens up $39 million in disposable income
There are 61 million Americans with disabilities, controlling annual disposable income of $39 million. [16]
By embracing accessible design, you make it easier for people with disabilities to use your product or service. That means tapping into more potential customers.
Aim for WCAG 2.1 AA compliance to support more users. [17]
13. 61% of customers will switch brands after poor service
Don‘t underestimate the impact of customer service on UX. 61% of US online consumers say they’ll switch brands after just one bad customer service experience. [18]
Provide supportive, responsive service. Combine this with a stellar UX and you’ll build loyalty.
14. Digitally mature companies see 36% higher revenue growth
Research by Deloitte found that companies it categorized as “digitally mature” had 36% higher revenue growth than “early stage” companies. [19]
These digitally mature organizations make better use of disruptive technologies and deliver stronger omnichannel UX across devices.
Investing in UX and digital capabilities pays dividends with revenue gains.
15. 92% won’t engage with repetitive content
Personalized content and experiences boost engagement. 92% of customers report they disengage with brand content if it’s repetitive and not personalized. [20]
Tailor content and recommendations using data and testing. Treat each user uniquely.
16. Companies lose $62 billion from poor CX annually
Studies indicate that poor customer experience accounts for $62 billion in lost revenue each year among US companies. [21]
CX encompasses UX plus other touchpoints like support and communication. Investing in UX optimization helps reduce this CX leakage.
17. Loyal customers are 5x more likely to purchase again
Loyal, returning customers spend far more than new ones. Loyal customers are 5x as likely to purchase again from a brand. [22]
UX design is crucial for forming emotional connections that inspire loyalty in users and turn new visitors into repeat, lifelong customers.
18. Users make snap judgements in 0.05 seconds
Users form incredibly quick first impressions. In just 0.05 seconds, people start making judgements about a website based on design cues. [9]
That means every visual detail matters. Test different designs to see which best instills confidence and appeal in those critical first moments.
19. 75% of users never revisit a problematic website
Don’t expect users to give you a second chance after a bad UX. 75% of consumers won’t return to a website after a disappointing experience. [23]
If anything impedes use of your site, fix it fast. Technical glitches, slow speeds, and confusing navigation are deal breakers.
20. An FAQ could reduce support costs by 70%
A well-designed FAQ page can divert many support requests, reducing costs. Software provider Groove found that a comprehensive FAQ decreased support requests by 70%. [24]
Make it easy for customers to self-serve information. A robust help center optimized for UX will minimize queries to your team.
21. Easy returns = 233% more revenue
Return policies impact shopping confidence. Offering free, easy returns with a good UX can increase purchase rates.
Outdoor apparel company Moosejaw saw a 233% boost in revenue after revising their return policy to be more flexible. [25]
Remove the friction from returns. The easier you make it, the more customers will buy.
Takeaway: Invest in UX for Higher Conversions and Revenue
The data and trends clearly illustrate the sizable impact UX has on your website performance, customer loyalty, costs, and revenue. From 35% sales lifts to 400% more conversions, UX pays off immensely.
Here are my top tips for small businesses looking to capitalize on UX:
Audit your website UX. Identify pain points and areas for optimization. Look at site speed, mobile experience, checkout process, and visual design for starters.
Listen to customers. Feedback and analytics offer insights into pain points. Surveys and user testing also help spot UX flaws.
Set optimization goals. Whether cutting load times or boosting conversions, have measurable UX goals. Track progress in analytics.
Test new designs. Run A/B tests to see how UX changes impact metrics like conversions. Experiment and iterate.
Personalize experiences. Use data and testing to tailor your site to visitor preferences and behavior.
Plan for accessibility. Ensure your site follows accessibility guidelines so all users can navigate it.
Invest in UX skills. Hire UX-focused talent or train your team. UX expertise in-house will level up your design capabilities.
Prioritize UX in all you do. Make UX a guiding principle, not an afterthought. Champion it at every stage, from planning to post-launch.
With smart UX investments guided by customer insights, you can delight users, outperform competitors, and lift your profits. Let these compelling statistics motivate you to make UX a top priority now and through 2023!
All statistics are sourced from studies published within the last 3 years. Get in touch if you have any other questions!
