In most scenarios, websites are created to meet the goals of a business. The common thought is that creating it from a different perspective detracts from meeting the goals of the business, but that does not have to be a reality. Many businesses are starting to embrace the perspective of the user and experimenting (even fully adopting) with user centered design.

Why is such importance being placed on the customer experience when working with websites? Naturally, the web has gone through many evolutions and users are hyper aware of the fact that they’re being marketed to on a regular basis. That doesn’t mean that approaching prospects and customers from a direct marketing angle will not work (it still does). It just means that prospects and customers are looking for something more and are more likely to move towards businesses that offer them a great experience.

To prove this point, you can take a look at the rise of infographics. They constantly manage to outperform regular articles in readership because of the way they are constructed. The purpose of an infographic is to distill information and deliver meaningful the most important information in a way that’s easy for the user to consume and understand. In comparison, a regular article requires the user to wade through the introduction, fluff, back story, etc. That’s not to say that articles are any less valuable as there is a time and place for articles and a time and place for infographics. It just means that infographics are set up to reward users for a small investment from their part.

As a result of all the shifts in the digital marketing world, UI and UX has become a big focus for many businesses. Many businesses are experimenting with different looks from minimalist presentations, engagement focused sites, to sites with large leaderboards and hyper-focused navigation options. And it’s not just about being unique for the sake of solely creating a unique identity. The goal is often to differentiate themselves from the growing competition while boosting their response rates, clicks, and sales conversions.

UI and UX has many benefits in the digital marketing world today. Google rewards higher rankings with websites that score high on user experience metrics (time spent on site, clicks, etc.), mobile users tend to spend more time on a website and make purchases on well-designed mobile sites, and users tend to interact more with websites that provide a stellar customer experience. It all makes sense if you think about the psychology behind why better focusing on UX improves website performance.

The challenge for many businesses is finding that sweet spot – the spot where they can give their prospects and customers a great experience but also do so in a way that meets their goals. A good example of this is a sales page that utilizes parallax web design, where scrolling down reveals new visual elements on a website. This engages the curiosity of the users and delivers a unique sales/presentation experience that they actually want to talk about.

It’s important to mention that designing for the user is not a viable way to meet a specific goal. With that said, there are many instances where focusing on the user can translate to better results. It’s up to you to use a combination of creativity, experimentation, and data driven presentations to come up with a website that both delivers a great user experience and helps meet your business goals.