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The Big Reason Your Website Needs an Adaptive User Experience
  • 07 August 2017
  • Daniel Vahab

The Big Reason Your Website Needs an Adaptive User Experience

Whether it’s for promotion, branding, or selling, practically every business depends on a website. And because technology enables users to interact with your site across a variety of platforms—including laptops, smartphones, tablets, and smartwatches—it’s more important than ever to make your site accessible, regardless of the technology platform. After all, interaction matters in each step of the customer journey, from awareness, to consideration, to purchase, to advocacy. And if customers are able to browse your e-commerce website, read your blogs and white papers, etc., they’ll be able to educate themselves on your products and services and make informed purchasing decisions.

In line with this new digital ecosystem, implementing an adaptive user experience will help you reach more customers. This involves reformatting the content, layout, and design of your website depending on what kind of device is used to access the site.

Personalized user experience

Upgrading your user experience will allow your customers to personalize the way they interact with your brand. For instance, mobile users will often search for store locations within their geographic areas. So, in anticipation of this behavior, try adding a map tool to your homepage with nearby locations pinpointed. For tablet users that are frequent browser shoppers, you could offer a carousel swipe on the homepage with images of popular products or current deals. Personalizing the user experience in ways such as these will help visitors conveniently find and access what they're looking for, using the technology they prefer. This, in turn, will increase customers’ likelihood of returning to your site.

Faster and better load times

Because a responsive website maintains the same content but essentially squeezes it into a mobile format, loading time can take, well, some time. Depending on the type of content you have on each page, this means user wait times can add up fast. And for every extra millisecond it takes to watch a video or wait for an infographic to display, readership impressions, engagement, and time spent on content begins to drop.

Time, after all, is money. According to a Kissmetrics infographic, for an e-commerce site generating $100,000 daily, a single second of lag time could result in $2.5 million in lost revenue annually. The infographic also finds that a one-second delay in page response could translate to a seven percent loss in conversions. Since every dollar counts, it’s important to put an adaptive system in place.

Leveraging raw data for enhanced optimization by device

By studying the behavior of your visitors through resources like Google Analytics, you’ll be able to assess site activity and segment this by device. For instance, you can measure data from call-to-action engagement, including clicks, downloads, and purchases, along with overall impressions.

Typically, these insights are used to optimize your website as a whole. Adaptive design, however, allows for greater enhancement by device, using the same actionable research findings. So, the return on investment you would generate from your analytics resources would increase.

This is all the more reason an adaptive experience realizes greater benefits. It delivers more customized, affordable, faster, and user-friendly aspects for both the business and the consumer. As the term states, it is adaptive. Remember that if your business does not change with the times and context by accommodating new consumer wants and needs, you’ll get left behind. Change is a constant and as a small business owner, you have much to gain by getting ahead of the curve.

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