Let's take a look at some of the top reasons why a user-centered design will benefit your website.
It’s expectedIt’s likely that the majority of your users are experienced in browsing the web, and they expect to find information or perform a specific action as efficiently as possible on a website. If you’re not catering to their expectations, users will move on to another website instead, potentially the competition. If you’re designing with the user in mind, you can better guide the user’s journey through your website, minimizing confusion or frustration.
Saves time and effortIf you’re taking your users into consideration from the beginning of your website project, there will be less you will need to change in later stages. For example, if you conduct audience research before creating content for your website, the result will be more effective content that provides a higher value to your customers without extra work later on. User-centered design will save time in the development process as well, as it helps to identify issues centered around usability and functionality in the early stages of a project.
“88% of online consumers are less likely to return to a site after a bad experience.” (Source)
Higher conversion rateA website designed around the end-user will result in a more effective marketing tool. A user-centered design should get users where they need to be quickly and efficiently, resulting in a website optimized to convert users into customers. Designing for the user also improves usability, and if a website is easy to use, it’s more likely to retain users and make a conversion.
Increased revenueIf you’re increasing your conversion rates by designing with the user in mind, you’re likely to see increased revenue generated from your website as a result. User-centered design helps minimize the steps needed for a customer to take a desired action. Potential customers are more likely to make a purchase or engage in business with you through your website if it's an easy process.
“ESPN.com revenues jumped 35% after they listened to their community and incorporated suggestions into their homepage redesign.” (Source)