Wondering what other ways you can help grow your business outside of the more common marketing methods such as SEO, PPC, E-marketing, and telesales etc?

You could consider improving your website’s user experience (UX) and user interface (UI). Not only can this improve conversion rates,  a visually appealing web presence with an outstanding UX and UI can really help your brand stand out from the competition. Brand messaging is one of the components of any successful customer relationship, but your visual identity is also important to the engagement and, in turn, interaction of your potential and existing customers online. And here’s the thing: Your UI and UX could play a make-or-break role in the impact of customer acquisition for your business – they could be the difference between a lost lead and a high-ticket customer.

An effective User Interface (UI) that aligns with your branding can increase website conversion rates by a whopping 200%. Also, a powerful User Experience (UX) design can increase conversions even further, up to 400%. These stats are on the assumption you’ve not heavily invested in UX/UI in the past but demonstrates there are significant gains to be had when you do. 

In this Frostbite, we’ll explain ways you can ensure your website’s UI and UX complement your brand strategy so that you can maximize your growth potential via your online presence.

User Experience (UX) vs User Interface (UI)
Good user interface (UI) design goes hand-in-hand with good user experience (UX) design. It’s easy to confuse the two – but it’s essential to recognise their differences and how they support each other. In short, UI is about creating an intuitive, straightforward set of menus and clickables that provide a pleasant user experience. On the other hand, UX considers additional factors such as page loading times and overall responsiveness, in addition to images, videos, and messaging etc. We consider video, imagery and messaging tone as part of the overall UX as they can have an emotive impression on a site user which, in our view, is part of the experience.  A poorly executed UI design can drastically impact the quality of UX, while a great UI design coupled with strong UX principles can make for a truly enjoyable, and memorable experience online. Getting both UI and UX right is essential for any successful website.

Here is a short summary of some key differences between the two:

 UX covers:

  • How things work
  • Interaction design
  • Wireframes and prototyping
  • Structure and Layout

 UI covers:

  • How things look
  • Visual design
  • Branding
  • Colours
  • Fonts

Why should UX & UI complement your brand strategy?

Everyone in marketing will appreciate that design plays an integral part in creating a solid and memorable brand identity. Your logo, colours, fonts, and design patterns are recognisable elements that people will associate with your brand. In this digital age, having an online presence is necessary to stay competitive.

When it comes to web or mobile app design, creative user interface and user experience designs are absolutely essential. When selling anything from consulting services to e-commerce products, distinguishing your offerings from the competition is really important.

This is where the process of branding and website design become one of the same. Branding is the art of influencing people’s emotional attachment to a product, service or business. It’s also about making sure you stand out from your competition, not just from a visual perspective but across a multitude of things, one being your user experience online. This needs to reflect the overall brand strategy and be consistent with all other brand touchpoints.

To successfully complement your brand strategy through UI/UX design, it’s essential to really understand your brand first.

For instance, when it comes to fried chicken, KFC is undoubtedly one of the most popular fast-food chains in the world. Sure, their logo, Colonel Sanders’ face, and famous punchline, “Finger-lickin’ Good,” instantly remind people of the delicious smell of crispy fried chicken—but there’s more to their branding than that. It goes much deeper and establishes a stronger connection between customers and their products. Branding isn’t just about visuals; UX plays a pivotal role in shaping a brand’s identity and perception.

When combined with effective UI design, UX can bring users an unforgettable experience that positively impacts how they feel and perceive the brand. Every action the user takes should be carefully considered to ensure it’s within the parameters of the desired brand image and experience. UI/UX design plays a key role in the wider branding spectrum, providing customers with a clean and efficient user experience that reflects the quality of the products or services. This is so important.

Users associate the UI & UX of your site with your brand

Your website is the digital storefront for your brand. When users view your website, it will help form an impression. If the UI and UX are well-designed and optimised, users will have a positive impression of your brand.

First impressions mean everything! Your website has just 50 milliseconds to make an impact—enough time for users to form a lasting opinion.

With a well-designed UI and UX, users will instantly be engaged and as a result, have a positive emotional attachment to your brand’s identity. A great user experience will keep customers engaged and show them that they can trust you.

On the flip side, a poorly designed UI and UX with slow loading times and complicated menus may drive customers away, damaging your brand’s reputation.

To ensure a positive impression of your brand, ensure that your UI and UX match your overall strategy!

The UI design involves aesthetics that users will associate with your brand identity

Menus, clickables, and design should all contribute to creating a seamless user experience. Carefully craft a UI that looks good and is consistent with your wider brand identity.

Poorly designed aesthetics could be disorienting and make users think negatively of your brand.

Your brand identity is essential to maintaining a successful strategy. Users may not be able to recognise your brand’s unique characteristics, so ensure that all aspects of your brand—from visuals and logos to messaging and tone—are properly represented. 

Say you use a professional tone and visuals in your advertisements that draw users who appreciate this style to your website. To ensure they stay, the UI must be consistent with your brand’s message and values—anything jarring or out of place could leave a wrong impression.

Careful consideration should be given to ensure that the UI supports your brand identity and creates an overall cohesive experience.

A Good UI & UX Design Helps Convert Leads By Boosting Your Brand’s Credibility

When someone visits your site, they come with a purpose—to buy something or obtain information that will result in a lead conversion. 

With an excellent UI design and user experience, you can set your visitors up for success and help them reach their goals! A successful lead conversion not only means they’ll leave a glowing review but also spread the word and tell their friends and family about your business.

Say a customer visits your electronics website to look for iPhones. They will need to locate the iPhone category from the home page to make the purchase. If the menus are easy to navigate, they can locate the iPhone they are interested in.

In that case, they will likely buy it from you instead of from an e-commerce website that’s hard to navigate—giving you a competitive edge that results in more conversions.

A great UI can show transparency to users

Customers are drawn to brands that are authentic, honest, and transparent. This creates a feeling of empowerment, which builds to trust, loyalty, and, ultimately, more business. Provide customers with a clean interface on your website that highlights all the necessary information about purchases and sales.

This transparency will give customers a better understanding of what they are getting into, enhancing their confidence and trust in your brand and driving future business. 

For example; when delivery charges or tax are applied when users buy something from your website, your UI should highlight that information from the outset and have a clear option to add these charges to the displayed price and get a total to avoid any surprises at checkout that may lead to disappointment.

This kind of transparency builds trust and encourages customers to return, which can be a crucial factor in a successful brand strategy. It may sound obvious, but paying attention to these little details all plays a part in building brand loyalty and trust.

UI contains colours & design elements that need brand consistency

Colours, lines, and buttons may seem like small details, but they significantly impact the overall UI design. They create a cohesive experience that aligns with your brand’s message and goals.

All website UI elements should align with your brand’s tone, creating a unified user experience. This will ensure that customers recognise and remember your brand, which is essential for success. For instance, a boutique tailor shop dealing with bespoke cut suits may choose a classy design approach with their UI, which may have monotone or pastel colours with macro photography showing the craftsmanship and quality of the products you can buy.

If the menu buttons were bright and fonts funky, this would be an unexpected look and damage the brand. Unless the suits are contemporary off-the-wall designs of course. Consistent brand identity greatly benefits any business, boosting customer trust and retention. You must do everything you can to retain your brand’s consistency, which will be a significant target of your strategy. Ensure all these small elements complement your strategy.

Why choose Frost when designing a new website
A website is not just a digital storefront—it’s an extension of your brand that can reach people worldwide. It has huge potential. To make the most of your website, you must focus on every small detail, from the smallest design element to the overall user experience. That’s where Frost can add true value. By leveraging our expertise in brand across your digital assets means we have the power to unlock your brand’s true potential online.

UX and UI are the building blocks that can transform your website into a work of art that speaks to your customers and resonates with them on a truly deep level. It can build trust, instil confidence, and help you connect with customers in ways you never thought possible. Your website is a window into your brand’s soul; ensure it reflects the beauty and strength of all you stand for.

If you would like to discuss UX/UI and website design with one of our experts, feel free to give us a call or pop in to discuss your options with one of the team on 01489 892 602.