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Hey, everyone, and welcome back. You know, we spend a lot of time on this show talking about building a business online, but today I want to talk about something that's absolutely essential for making those businesses last, keeping your customers happy, and more specifically, how amazing UX can actually create loyalty.

It's funny you should put it that way, right? Because customer loyalty, it used to be all about punching cards and reward points. Now it's about creating an online experience so good that users choose you, even with a million other tabs open.

It's true. We've all been there, overwhelmed by choices. So to help us break down exactly how to stand out in the digital sea of sameness, we're diving deep into this article from 95 Visual, Increasing Loyalty Through Exceptional UX.

And you know, one of the things I love about this article is it really gets into the psychology of UX.

Okay, so like, how our brains react to a well placed button or a color scheme. Tell me more.

Exactly that. Like, when you land on a website and it just makes sense, it feels good, and those good feelings?

Yeah.

Those are actually triggering real chemical reactions in your brain, making you associate the site with Positive emotions.

Wow. So we're talking about more than just making a pretty website, we're talking about creating an experience. Which is interesting because the article actually kicks off by saying your website is like your modern day salesperson. But how do we translate the things we know work offline, like building rapport, understanding someone's needs. How do we get that across on a screen?

Yeah, it's about anticipating what your user wants before they even know they want it, right? It's providing clear information, like, exactly what they need, right when they need it.

So instead of bombarding them with tons of pop ups and those, like, spin the wheel things. Ugh,

don't even get me started on those.

Right, we need to be streamlined, intentional.

Totally. Every single element, from like where you place your call to action buttons to how you're visually organizing your content, all of that shapes the experience. Think of those websites that just seem to get you.

Oh, I know exactly what you mean. It's like they've read your mind, everything's easy to find, it loads super fast, you don't even notice it, but you just feel good being there.

Exactly. And a lot of that is about those tiny details, the things most people don't even realize are affecting them. We call them tiny details. Micro interactions.

Micro interactions. Okay, now you have to explain, because I've never actually heard that term before.

Okay, so think about it like this. What happens when you hover over a button, or when you scroll down the page? Are there smooth transitions, subtle animations, even something as simple as the way a form field lights up when you're filling it out? Those are micro interactions.

Wow. So we're talking, like, micro interactions? Next level detail.

Exactly. And they make all the difference.

It's amazing how much goes into creating a really great website, which I guess brings us back to that whole dopamine thing. Because I remember the article mentioned that a well designed website can actually trigger dopamine release in the brain, which is kind of wild when you think about it.

It's true. And it makes sense, right? Think about it. If something's visually appealing, it's easy to use. We find the information we need. Our brains are like, yes, reward. It's like that little rush you get finding a 20 bill in your pocket.

It's like, add to cart! My brain is happy!

That

makes total sense. But here's my question. How do we keep things fresh? I mean, the internet changes so quickly. What's trendy today is old news tomorrow. How do we design something that lasts, that stays engaging, that doesn't become, you know, well, boring?

That's what you need to think about your website is a living, breathing thing, right? It needs to constantly evolve.

I like that. So it's not a one and done situation. It's about ongoing attention and updates.

Exactly. You wouldn't open a store and then just never change the displays or update the inventory, right? Right. Websites are the same way. They need that constant refresh to stay relevant and exciting.

It's true. And I think that's a great analogy, right? Thinking of your website almost like a physical store. You wouldn't just let people wander around aimlessly hoping they find what they're looking for. You want to guide them, create a clear path.

Exactly. It's all about designing those intentional pathways, removing any obstacles.

And that actually reminds me, the article talked about this idea of UX as a funnel. What exactly did they mean by that?

Okay, so imagine a funnel, right? Wide at the top, narrowing down. Now think about your website. Someone lands on your homepage, that's the top of the funnel. And you want to guide them through, step by step, until they reach a specific action. Maybe they buy something, maybe they sign up for your email list, whatever that conversion is for you. The UX is what creates that flow.

Okay, so instead of making people hunt for that buy now button, you're using design to kind of subtly lead them towards it.

Exactly. Anticipating their needs. Answering questions before they even ask them. It's all about making the experience so smooth that it feels effortless.

Almost like you're having a conversation but without saying a word.

Yeah, exactly. And one thing people often forget is that, you know, not all users are the same.

True.

A new visitor needs a different experience than someone who's been on your site. Five times already.

Right. So how do you design for all those different types of people?

Personalization, which sounds complicated, but it could be as simple as, say, using cookies to see what someone's looked at before and suggesting similar items.

Oh, so it's like that recommended for you section popping up with things you might actually want.

Exactly. Or even just changing the language you use based on whether someone's a first time buyer or a loyal customer. That feeling of being recognized, of the website remembering you, it makes a huge difference.

Okay, that makes sense, but I feel like some people listening might be thinking, this all sounds great, but how do I actually do it?

Yeah, it can feel overwhelming, but honesty, the best place to start is simple. Think about your ideal customer, like really put yourself in their shoes. What are their pain points? What are their goals?

Okay, so Empathy.

Exactly.

Yeah.

And once you have that clear picture in mind, test it out. Watch how real people use your website.

You mean like user testing.

Exactly. You'll learn way more from watching someone actually navigate your site than you ever could just staring at it yourself. You can see where people get stuck, what's confusing. Those are gold mines for improvement.

So it's all about constant iteration then, like even after you launch a website, it's never really done. Exactly.

Exactly. Things change so fast online, you have to be willing to adapt. Keep an eye on your analytics. See what's working, what's not.

Yeah. It's

an ongoing process.

Like a garden, almost. You have to tend to it if you want it to grow.

Exactly. And if you put in the effort, the results speak for themselves. Happier customers, more sales.

More loyalty overall. It really is. Okay, so we've covered a ton of ground here. From those tiny micro interactions to the psychology of dopamine, it's clear there's a lot more to UX than meets the eye. But if our listeners are going to take away just one thing from this whole conversation, What do you think it should be?

You know, for me, it always comes back to that idea of human connection. Even though we're talking about websites and technology, at the end of the day, UX design is about understanding people.

Yeah, it's about creating an experience that feels personal, even if it's happening through a screen.

Exactly. It's like, how would you want to be treated if you walked into a store? You want someone to say hello, to answer your questions, to make you feel welcome. A website should be no different.

So it's about building relationships, even in a digital space.

Absolutely. And when you do that well, people remember it. They come back. They tell their friends.

And that translates to loyalty, which, let's be honest, is the holy grail for any business.

It really is.

Well, on that note, a huge thank you to our expert for joining us today and sharing so many amazing insights. This has been an incredibly eye opening conversation.

It's been a pleasure being here.

And to everyone listening, we hope this deep dive has inspired you to take a closer look at your own website, not just at what it looks like, but at how it makes people feel. Because those small details, that human touch, that's what creates an experience people will remember.

And in today's world, that's more valuable than ever.

Absolutely. Okay, until next time, happy designing.

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