User experience (UX) is a vitally important consideration for attorneys and law firms, both when they are initially designing their website and when they are testing, improving, and tweaking an already-established site. Poor UX can be why a reader clicks away from your site just seconds after arriving, or why a reader carefully considers your firm but ultimately chooses the competition.
But don’t take our word for it. In this post, we’re going to let the facts speak loud and clear about user experience:
- User testing can pinpoint 85 percent of your website issues. It’s hard to believe that only 55 percent of businesses engage in user testing at all. Having just five users test your site and answer a few questions can determine the changes you need to make to lower your bounce rate, increase your conversion rate, and improve your clients’ overall experience from beginning to end. In fact, when ESPN.com listened to their users before redesigning their homepage, their revenue jumped by 35 percent. When having users test your website, remember that they are the expert, giving you critical information.
- Trust and web design are strongly linked. Researchers found that the credibility of a website is 75 percent based on what the website looks like and how it functions. In other words, if your user experience doesn’t look trustworthy, users aren’t going to trust you. Outdated websites, poorly designed websites, or websites with typos are going to harm your reputation, not to mention keep new clients from picking up the phone.
- For every dollar spent on email marketing, the return is $44.25. Even if you aren’t a math whiz, you can see how investing in user experience pays. This may be especially true for attorneys, who can make great strides by landing just one big case or one big client. By far, the biggest barriers to lawyers investing in email marketing and UX is that they lack the time to get the tasks done or simply don’t prioritize the tasks. Don’t let these issues stop you from improving your career.
- Your mobile website is just as important – if not more important – than your desktop website. The times are changing. Mobile websites are now mandatory for those who want to stay competitive in the legal industry. This year was the first year that more searches were conducted on smartphones than on desktop computers. In addition, a recent poll found that 85 percent of adults expected a business’ mobile website to be just as good or better than their main website.
- A full 88 percent of customers won’t return to a website after a bad user experience. That means that almost nine out of ten clients are lost forever if you don’t provide them with great design, helpful content, and an intuitive site. About 68 percent of people leave a website because of poor design. Make certain you aren’t losing potential clients due to design issues or because you haven’t gotten around to updating your website.
- Slow-loading websites are deadly. If your website loads slowly on desktops or mobile devices, it doesn’t really matter how great the rest of your user experience is. The majority of users will back out before your site loads – and many of those won’t return. Specifically, 40 percent of people will abandon a site that takes more than three seconds to load. Even a one-second delay in page loading can drop your conversions by 7 percent.
- Great user experience means great calls to action. A recent survey of 200 small businesses found that 70 percent did not have clear calls to action on their websites. Even though some of these businesses likely had well designed sites and good content, they didn’t include the most important thing for community building and conversions: a clear next step. This could be asking the user to call the office, offering them a free ebook, or inviting them to join a newsletter mailing list.
- Reducing your customer defection rate by 5 percent can increase your profitability by 25 to 125 percent. By just preventing five out of 100 of your users to stay on your site, you can significantly improve business. There are literally hundreds of ways to retain that five percent, and a few really great ways are mentioned above: improving web design, adding calls to action, speeding up your loading time, and making your site mobile friendly. Which changes will you focus on in 2016 in order to reach that five percent?
Now That You Know The Facts
You can no longer claim ignorance. You know that user experience is at the heart of a successful attorney marketing plan and a successful law office. The next question is what you are going to do about it. At Black Fin, we specialize in helping lawyers perfect their marketing strategy and improve their web presence. Let us assist you in creating an experience for your clients that matches your expertise in the office and in the courtroom. Call today to speak with our team: 1-216-206-6855 or fill out our contact form and we will get in touch with you right away!