Why good UX design is vital for growing your show audience
João Guerreiro , head of product for event website specialists ASP , tells EN why online user experience needs to play a central role in every event strategy .
No matter the event sector you are in , the customer and their preferences are always the primary driving force behind how a business evolves .
User experience ( UX ) refers to the overall experience that a person has while visiting a website , encompassing website interaction between a show and its current or potential visitors and exhibitors .
At ASP , our research on UX in event websites found that potential visitors to a show make up their mind on whether they like that show or not in 2.6 seconds . Clearly fi rst impressions count . Potential visitors and exhibitors demand an easy , effi cient and fast experience of your event website . Good UX is a key cornerstone to building a positive and lasting relationship with your audience .
So , how can UX help your show succeed ? Here are five ways good UX will improve your event website and ROI . 1 . Search engines love great UX design No matter the size of your show or audience , UX design will directly affect your SEO rankings through user engagement metrics . Your website ’ s SEO can be helped by good UX that improves page speed , mobile-responsiveness , URL structures , page layout , keywords and shorter dropdown menus
2 . UX design leads to greater conversion rates There have been a number of studies into UX , and researchers have found that in some cases , UX has improved conversion rates by 400 %. That ’ s not a typo and that ’ s not all . Websites with good UX see a major increase in customer satisfaction , loyalty to your show and trust in your brand .
3 . UX increases exhibitor and show revenue A good user experience will increase the amount of dwell time a visitor spends on your website . Intuitive design will in turn help your target audience to easily fi nd what they are looking for , while a well-developed event website will enable visitors to choose their preferences so they can interact with an event in a way that suits them . The net sum of this is heightened brand loyalty to your show and the exhibitors attached to it .
4 . UX improves your understanding of your visitors Be it online or on the showfl oor , when you look at your event through the kaleidoscope of UX , you will change your event perspective to one that fully understands your clients ’ needs , motives , desires , goals and future actions . By seeing your event through your clients perspective , the design of your website will become more intuitive and your event offering will evolve .
5 . Good UX design creates trust and loyalty UX design is central to making that lasting impression and instilling trust in your brand from potential visitors online . Intuitive layout and clear information are vital on a homepage . Bugs , mislabelled links and an incorrect tone of voice in your content will all negatively impact building trust and loyalty in your show online .
Remember , the show fl oor is your event shop fl oor . Your event website is your show ’ s yearround shop window so make sure your website ’ s UX leaves your visitors coming back for more . Keen to know more about UX or ASP ? Go to www . asp . events today .
40 — November