User Experience: How Smart Web Functionality and Design Boosts Brand Credibility

Intuitive web design and user-friendly functionality aren’t just nice-to-haves. They directly contribute to your brand’s trustworthiness and your bottom line, which makes them non-negotiables.

Statistics show that almost 50% of website visitors consider a website’s design the most critical factor in determining a brand’s credibility. Similarly, 88% of visitors won’t return to a website after a bad experience.

As such, there’s a lot at stake when it comes to designing your website and making it user-friendly and functional.

In this article, we’ll discuss how smart web functionality and attractive design can help you boost your brand credibility and conversions.

1. Interactivity Helps Shoppers Find Their Ideal Product

Interactive features go a long way toward providing exceptional user experience by guiding customers to the perfect purchase.

Instead of overwhelming your visitors with endless options, you can implement interactive tools to tailor recommendations based on their individual preferences and needs.

For example, you can offer quizzes, calculators, or filters that narrow down product choices. Customers can answer a series of questions about their specific requirements, preferences, and budget. The website then uses this data to present a curated selection of products that align with their needs.

Such a personalized approach makes customers feel seen and heard and positions you as a company that genuinely cares about finding the right solution for each customer - not just trying to make a sale no matter what.

Additionally, the data gathered from these interactions offers valuable insights into customer preferences, informing customer profiling and future marketing strategies. By making the purchasing experience more engaging and less intimidating, interactivity improves customer satisfaction and ultimately drives conversions.

​​​​​​​Example

Shop Solar’s product pages feature complex product recommendation and customization functionality. First of all, customers have the ability to choose between different battery banks and compare the prices.

Then there’s the Frequently Bought Together section right below the product, which helps customers discover compatible accessories and complete their solar power system without clicking back and forth. This kind of interactive shopping experience makes complex product offerings easier to understand, empowering customers to make informed decisions.

Interactive features also enhance the customer experience by allowing customers to virtually try on products, such as to see how clothing or accessories would look before making a purchase.

These convenient ‘try-on’ tools reduce the uncertainty stemming from customers not being able to physically touch, feel, and test products, which is one of the biggest obstacles of online shopping. The functionality bridges the gap between online and in-store shopping, giving customers the confidence they need to make a purchase from the comfort of their own home and, in turn, increases conversions.

e.l.f. Cosmetics makes great use of the virtual try-on feature on their mobile website. Customers can use the smartphone camera to display a particular color or shade on their face by either uploading a selfie or choosing a live make up option. The virtual tester functionality helps them be sure they have picked the right product, just as they could in a brick-and-mortar store. 

2. Make Measurable Promises with Your Value Propositions

It’s easy to fall into the trap of resorting to sugar-coated language and emotional appeals, especially when you’re trying to connect with consumers. But here’s the thing: vague promises don’t build trust. They might sound nice, but they lack substance, so you’ll be doing yourself a disservice if you make promises you can’t deliver and communicate them in a way that doesn’t set clear expectations.

To truly resonate with your audience, ditch the fluff and make measurable promises. Instead of claiming your product will “make your life easier,” quantify your statement and tell them exactly how much easier. Will it save them 30 minutes a day? Reduce their energy bill by 15%?

By quantifying your value propositions, you give customers concrete goals they can expect to achieve. These numbers act as benchmarks, allowing them to visualize the impact your product or service will have on their lives. This clarity builds credibility and demonstrates confidence in your offering.

Don’t confine these measurable promises to just your homepage. Sprinkle them throughout your website — include them on landing pages, headers, product pages, and even in your calls to action. Remember, it’s not about bragging but about proving your worth.

Example

Going’s homepage is an excellent example of this tactic. The brand’s value proposition says that their customers can save up to 40%-90% off flights. A carousel displaying recently booked flights and how much the members saved on each reinforces this message and provides subtle social proof. Another number speaks volumes about why visitors should try out their service — there are 2 million happy travelers who love it. 

Zapier uses a similar approach on their homepage by stating that customers can automate their workflows seamlessly across 6,000+ app integrations and double their growth potential. The brand emphasizes the ease of use and the vast number of integrations, thus positioning themselves as a comprehensive solution that will help a wide variety of users accomplish more with less effort.

3. Put Customer Feedback on the Center Stage

What’s the secret ingredient that builds trust faster than anything else? No, it isn’t fancy marketing campaigns or celebrity endorsements. It’s your existing customers and their authentic and unique experiences with your brand.

70% of global consumers trust recommendations even if they come from people they don’t know.

Real people raving about how awesome your product or service is carries more weight than when you sing your praises. It simply feels more genuine.

So, don’t be shy about showcasing those glowing testimonials. Share them throughout your website, feature them in social media posts, and use them in your email marketing efforts. Let all those satisfied customers do the talking for you.

​​​​​​​Example

This Transparent Labs product page prioritizes only the essential product info while at the same time highlighting reviews very prominently. Instead of using the highly valuable real estate above the fold to discuss product details, the brand chooses to place this lower and build credibility instantly with product ratings next to the hero image. They understand that in their niche, this kind of credibility is more important to them than promoting detailed product information.

4. Let Your Product’s Functionality Do the Talking

Describing your product or service and how amazing it is can only do so much.If you want to build lasting brand credibility, showcasing your product or service in action does the trick much better than any other marketing tool.

The odds are you wouldn’t buy a car only based on what you read about it. Obviously, you’d first take it on a test drive to check everything for yourself. The same applies to your product or service. Your potential customers expect to get this same opportunity from  your website.

A direct demonstration of how your product or service works, how it solves their problems, and how it fits into their lives, will instantly grab attention and prevent visitors bouncing off. This show-don’t-tell approach builds trust and sparks interest right off the bat.

​​​​​​​Example

Business for Sale provides instant access to their search database right in the hero header. Although this competes for attention with the value proposition, it’s not confusing or overwhelming. The company understands that functionality is what the users are there for — not explanations, descriptions, and sales promises. The entire setup is very minimalistic and focused on offering customers a clear path to the desired action.

5. Give Your Existing Users a Voice with Video

Video is a powerful tool in your arsenal, and not just for product demos or flashy ads. When we’re talking about building brand credibility, few things are as impactful as letting your happy customers speak for themselves through video testimonials.

But what makes video so indispensable?

For starters, this format is engaging. Video grabs attention in a way that text simply can’t. Research shows that viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text. That means your message is far more likely to stick with potential customers when it’s delivered through video.

Plus, it’s incredibly versatile. You can use it on your website, social media, and email campaigns – the possibilities are endless.

But the real magic of video testimonials lies in their authenticity. When potential customers see and hear real people — and not just headshots with names that could be fabricated  — sharing their positive experiences, it creates a sense of trust and connection that’s hard to replicate.

The reason for this is that unlike blog posts, white papers, and written collateral, video preserves crucial elements responsible for building rapport: body language, facial expressions, and prosodic features, i.e., the rhythm and intonation of speech. These non-verbal cues convey emotion and allow people to “read the room.”  They can pick up on subtle nuances like sincerity, enthusiasm, or hesitation. All of these contribute to the perceived credibility of the message.
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Example

Bay Alarm Medical makes the most of this tactic on its homepage, which has several video testimonials. Instead of explaining what happy customers think about their products, the brand allows them to share their stories in their own words. This is particularly effective as their target audience consists of elderly people who aren’t tech-savvy. These users are comforted by hearing first-hand experiences of people like them using and benefiting from the product.

6. Give Personalized Shipping Information

You’ve probably had your fair share of online shopping disappointments.

One of them is definitely completing an online order excited about your new purchase, only to receive the shipping confirmation email filled with generic details and a vague delivery estimate.

Suddenly, your excitement fizzles out, replaced with uncertainty and buyer remorse. Given that 90% of online shoppers say the shipping experience accounts for at least half of their overall online shopping experience, it’s crucial to get this process right.

By providing detailed, personalized updates, you can transform a mundane and complex process into an engaging experience, thus building trust and reinforcing your brand’s commitment to customer satisfaction.

The benefits are two-fold, as you will:

• Minimize customers’ anxiety. Customers know when to expect their package, which will eliminate the guessing game and unnecessary worry. 
• Increase engagement. People are more likely to track their orders, which means they’ll visit your website frequently and interact with your brand multiple times.

Example

Somnifix goes the extra mile for its customers by letting them choose their location from a dropdown menu and providing a timeline for the product’s shipment and arrival. All this information is showcased before a customer adds the product to the cart, encouraging them to complete the purchase.

7. Shine a Spotlight on New Product Functionality

Your blog is a valuable platform to showcase the exciting new features you’re adding to your product and generate buzz around it. Don’t miss the opportunity to inform your audience about what they can expect and why they should care. A well-crafted blog post announcing new functionalities can build anticipation, additionally engage current users, and attract potential customers.

Here are some tips for crafting an effective blog post that announces new product functionality:

• Come up with a catchy headline. Grab attention with a headline that highlights the benefits of the new feature.
• Explain the “why” behind new updates. Don’t just list the new features. Explain how they solve a problem or improve the user experience. Paint a picture of how this overhaul will make your customers’ lives easier.
• Use visuals. Include screenshots, GIFs, or short videos to demonstrate the new functionality in action. A visual aid makes it easier for readers to grasp the value of your update.
• Incorporate customer feedback. If the update was inspired by customer requests or feedback, be sure to mention it! This shows you’re listening to your users and committed to meeting their needs.
• Add a call to action. Encourage readers to try out the new feature or upgrade to the latest version of your product. Make it easy for them to take action.

Example

Aura leverages its blog to announce the latest updates. However, instead of inundating readers with blocks of text, the brand diversifies its posts by combining text, video, infographics, and other visuals to make the information more engaging and digestible.

Wrapping Up

Remember, brand credibility isn’t built overnight. It’s a synergy of intentional design choices, transparent communication, and a commitment to delivering value at every touchpoint. By following these tips and prioritizing user experience, you’ll create a website that attracts customers and turns them into loyal advocates for your brand.