User experience
UX · The overall ease, clarity and satisfaction a user experiences throughout their interaction with a product or service; a broader concept than the interface.
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Why it matters
User experience determines whether visitors find what they are looking for, complete the form and come back. A good experience is designed not by guesswork but through user research, usability testing and behavioural data.
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Example
An insurance quote form asks for 30 fields on a single page and most people abandon it. Once the form is split into steps and unnecessary fields are removed, the completion rate rises noticeably.
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Common mistake
Confusing user experience with visual design and never testing with real users. A flow that seems obvious to the team can feel confusing to a first-time visitor.
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Related terms
Related services and guides
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