The concept of “brand” is much more than simply how your website performs or your marketing strategy. Brand is the entire sum of a customer’s interaction with your company. It is the way you present your brand, marketing and even the experience the consumer has on your website. Everything from the colors you use in your logo to how many broken links you have on your website impacts user experience (UX).

It’s estimated that by the year 2020, overall customer experience will be the most important factor influencing which companies’ consumers choose to do business with — outpacing product and price. The experience your customer has on your website determines whether they complete the purchase or remain your customer. When it comes to brand image, UX has a lasting impact.

Create a better user experience for your customers, and they will have a better overall relationship with your brand. There are a few things you’ll want to focus on to improve the user experience for your visitors.

1. Add Intuitive Navigation to Your Site

The average user is accustomed to a specific layout and function on the typical website. When they land on your page, they look for markers to orient themselves to the site, such as the navigation bar.

There are some things that are a vital and basic part of your site. Removing these things or locating them in an odd place can negatively influence the experience. The navigation bar should be in an easy-to-locate spot near the top of the page. It should appear in the same location throughout your site.

Disneyland’s website is quite user friendly. Note how the navigation is across the top of the page so that it is easy for the visitor to find. This nav bar is on most pages of the site, so it is located in a consistent place. Notice how the choices are limited to the most common tasks users complete on the site. Navigation is one of the most basic functions of your site, so don’t make it complicated for your site visitors.

2. Add a Working Logo

You might think your logo is just a symbol people come to associate with your brand. While this is somewhat true, the logo also serves an additional purpose as part of the user experience. When you are on a website and you need to go back to the homepage quickly, what do you do? You likely click on the logo in the upper left corner of the page.

The logo not only represents the colors and image of your brand but also serves as an anchor for your entire site. It is important your logo links to your homepage. Anyone who clicks on that logo should immediately be transported to the main page of your site.

3. Ensure You Have an Error-Free Site

While a 100 percent error-free site might not be possible, you can certainly strive toward that goal. Imagine you are the user and you come to the site in order to get information about a product and make a purchase.

However, you hit a 404 error and then you click on the navigation bar and nothing happens. Perhaps you finally put the product in your shopping cart but keep getting an error when trying to place a purchase. These types of things will frustrate buyers and reflect poorly on your brand.

Marucci Sports has a highly functioning website that is easy to use. When the visitor lands on their home page, specials are listed and there is a “shop now” button that takes the user directly to the page with sale items. Everything is seamless in the process. All the pages work, and things are easy to add to a shopping cart.

4. Concentrate on Social Media Integration

Today’s consumer wants to know you will take the time to engage with them about your brand. Social media can provide meaningful communication between you and your customers and help you achieve a higher level of engagement. There are a number of ways to engage with consumers on social media. Share content, respond to mentions of your name, or answer questions and complaints for an overall better user experience that reflects well on your brand.

5. Compare Yourself to Others

The typical user considering buying from you is likely looking at your competitors as well. One key thing you can do to set yourself apart is to offer a comparison of your product/service and that of your competitors. Show the user why you are the better choice, whether it is in the service you offer, the product’s superiority or the price. Make this information easy to find.

New Constructs is an investing company that uses big data analysis to complete the task at hand. Someone who plans to trust a company with their finances is going to really do their research. New Constructs brilliantly lays out a comparison chart between them and the competition. This allows the user to see the benefits of using their brand at a glance.

6. Accentuate Your Mobile Accessibility

Two out of every three minutes spent on the internet is done via a mobile device. More and more people are using their smartphones to go online. If your site isn’t optimized for mobile devices, your brand image with those users might suffer. They aren’t likely to go grab their laptop just to get to your site. Instead, they’ll find a competitor whose site is mobile friendly and simply give that company their business.

Analyzing User Experience

One of the keys to successful branding online is to continuously keep the user experience in mind. You should watch your site analytics, poll your users, and conduct A/B testing on your site to see what is working and what isn’t. Try to look at your brand through the eyes of a consumer. What is the first impression you make? How can you improve the overall impression of your brand? Addressing these issues will strengthen your brand.

About the author:

Lexie is a freelance UX designer and writer. She enjoys conducting A/B testing and sending off prototypes to clients. She manages Design Roast and can be followed on Twitter @lexieludesigner.