Website design is no longer about sticking to the fundamental rules and following the evolving trends. User experience (UX) design is the secret sauce of success because it ensures that your website replicates the needs and expectations of your target audience. Not surprisingly, more and more web designers and marketers are adopting the UX design approach.
Statistics show that an optimal user interface can increase the conversion rate by up to 200%. A superior UX takes it a notch higher, with the increase reaching up to 400%. Additionally, every $1 you invest in UX delivers an ROI of $2 to $100. Those are some numbers, but achieving them requires an in-depth understanding of UX design.
A competitive and comparative analysis of UX can offer a wealth of information about what works and what works. Learning from your competitors is even more crucial when running a business in a crowded market. Consider the example of Las Vegas, which has more than 56,000 businesses and ranks near the highest in the country growth-wise.
If you plan to ramp up your website, a UX competitive analysis can give you a good start. Here are some actionable insights to embark on the journey:
Begin With Your Design Goals
Before checking your competitors’ UX strategies, you need to know your product or service inside out. It can help you get a clear vision of the design. For example, tourism, gaming, and entertainment industries are the most popular in Las Vegas. When they invest in websites, they must consider their target audience.
Website designers in Las Vegas recommend prioritizing credibility in UX design because buyers in the hospitality sector want to deal with credible businesses. Your site’s user experience can give you a winning advantage if you focus on showing your story and providing easy navigation to your visitors. They appreciate the extra effort with a well-designed UX.
According to Designer 1 Media, an engaging UX can bring your brand to life and help you grow your audience. Features like high loading speed and responsiveness should also be integral elements of your design goals. However, do keep in mind that improving UX is easier said than done. If you ever need help, consider hiring a UX agency.
Identify Your Competition
After establishing your design goals, it is time to identify your competitors. With millions of businesses running in the US, you will probably find hundreds of them in your niche and target market. Checking the UX designs of each of these rivals may sound overwhelming, but that’s not what you need to do. You may only end up wasting time.
Dig deep to learn who your competitors are before starting with the UX analysis. Which businesses target identical audience segments in the same market? Likewise, identify the ones with similar product or service offerings. Check factors like pricing, marketing strategies, and brand values to narrow down the real competition.
Compile Competitor’s UX Design Features
Once you nail a realistic number of competitors, it is time to compile their UX design features. Be ready to invest time to dig into their websites thoroughly and uncover information that actually matters. You need to conduct a critical evaluation of their websites, from evident elements like aesthetics and functional features to innate ones such as usefulness and usability.
When you have a complete list of features, you need to highlight their similarities and differences. It helps with competitive benchmarking in UX and enables you to pick the right direction forward. For example, the similarities in competitors’ designs indicate the necessary features and standard practices. Conversely, the differences show gaps and scope for improvement.
Devise a Strategy
According to statistics, a business plan increases the chances of growth by 30%. Strategic planning applies to all areas of operations, and web design is no exception. After doing all the heavy lifting of UX competitive analysis, you must devise a realistic strategy to adopt the findings into your website’s design. The insights can be helpful, whether starting from scratch or ramping up your original website.
A good design strategy has a user-centered approach in the first place. Additionally, it focuses on the monetary benefits of a business while keeping competitors’ designs in perspective. In this context, you must define the design expectations, outline different phases of the project, and set the responsibilities of all team members.
Most business owners ramp up their website designs at some point because of the evolving audience expectations and industry trends. Consider it an opportunity to realign with your competitors by analyzing their design goals, plans, and strategies. Although it may seem like extra work, competitor UX analyses can provide valuable insights to design a compelling and converting website.