Digital Sales & Marketing
Digital Sales & Marketing

Free digital sales and marketing courses

Immediately start seeing better digital sales and marketing results with dozens (and counting) of free online courses inside IMPACT+.

View all free coursesView all free courses

Digital Sales & Marketing World 2021

The premier, hybrid event for growth-focused business leaders, digital marketers, and sales pros. Virtual passes are free for IMPACT+ Pro members. In-person passes on sale soon.

Learn moreLearn more Watch past events on demandWatch past events on demand

Digital sales and marketing services

Discover the full array of IMPACT services, including inbound marketing training, web design, paid media management, and more.

Learn moreLearn more
They Ask, You Answer
They Ask, You Answer

Free They Ask, You Answer course

Learn the principles of the They Ask, You Answer by taking our most popular course, taught by Marcus Sheridan himself.

Take the course nowTake the course now

Hire a coach

Turn your company into a high-performing digital organization with our flagship coaching program, Digital Sales and Marketing Mastery.

Learn moreLearn more

Case studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

View case studiesView case studies

They Ask, You Answer, the book

“One of the 11 Marketing Books every CMO should read.” — Forbes

Learn moreLearn more Buy the bookBuy the book
Virtual Selling
Virtual Selling

Virtual Selling Mastery

Equip your sales team with proven methods to connect with today’s buyer, shorten the sales cycle, and close more deals, faster.

Learn moreLearn more

Virtual Selling Summit

Your one-day virtual selling crash course! Today, sales reps are struggling to sell remotely. Learn how to close more deals in a virtual world.

Register NowRegister Now

Free video sales and marketing strategy course

Zach Basner teaches you the fundamentals of making video for sales and marketing work inside your organization.

Take the course nowTake the course now

Video Sales and Marketing World 2021

Video Sales & Marketing World 2021 is in the works. In the meantime, enjoy the 2020 event on-demand - free for IMPACT+ Pro Members.

Watch past events on demandWatch past events on demand

The Visual Sale, the book

Learn how to use video to ignite sales, accelerate marketing, and grow your business in a virtual world in this book from Marcus Sheridan and Vidyard’s Tyler Lessard.

Learn moreLearn more Buy the bookBuy the book

Master video inside your organization

Video is a critical component of any high-performing digital sales and marketing program, and is a key part of Digital Sales and Marketing Mastery.

Learn moreLearn more

Free HubSpot sales and marketing courses

Taught by Carina Duffy, IMPACT’s lead HubSpot trainer.

Marketing automation mastery (with HubSpot workflows)Marketing automation mastery (with HubSpot workflows) Inbound lead generation and conversion optimizationInbound lead generation and conversion optimization Getting started with sales technologyGetting started with sales technology

HubSpot Training Day

Following INBOUND 2020, IMPACT and HubSpot co-hosted a full-day of deep dive sessions to help HubSpot users get the most out of the new features fast! On-demand access is free for IMPACT+ Pro Members.

Watch on-demandWatch on-demand

HubSpot training and implementation

Maximize your investment in HubSpot's marketing, sales, or service platforms with guided training and implementation services.

Learn moreLearn more
Web Design
Web Design

Website Optimization Summit 2021

March 23, 2021, 25+ Speakers/Sessions, Free for IMPACT+ Pro Members or $59 for a day pass.

Learn more and registerLearn more and register

Website design and strategy services

Get a beautiful, user-friendly HubSpot or Wordpress website that is easy to update, consistently generates leads and revenue, and grows with you.

Learn moreLearn more

ROI & UX: How to Calculate and Prove the Value of User Experience Design

ROI & UX: How to Calculate and Prove the Value of User Experience Design Blog Feature

Christine Austin

Creative Lead, 7+ Years of Web Design and Development Experience

August 18th, 2015 min read

Optimizing the user experience is a never ending goal for many companies, but it's also one that some tend to fall flat on or never even bother to look at.

For those who have recognized the value in UX, it can be a struggle to try and explain it and get those a little higher on the food chain to invest in it.

Traditionally, you see this type of push back from clients or even superiors who complain that there’s no budget, or that they need to think about the bottom line at the end of the day. How could you possibly calculate and justify the value of UX design to superiors without some hard statistics?

While it’s easy to point the finger at those who just aren’t understanding your point-of-view, the reality is that you need to meet eye-to-eye with them and develop reasonings that resonate with achieving their goals.

To help bridge the gap between the benefits of UX and its ROI, here are several key facts and statistics you can use to prove the advantages of investing in it along with some key elements to begin testing with.

UX and Its Huge ROI

It’s pretty clear that UX can’t be ignored on your website or within your software, otherwise potential users will surely flock to your competitors in hopes of a better experience.  

Even big name companies  are concerned about the benefits of optimizing for their users. IBM stated in their write-up on User-Centered Design that “every dollar invested in ease of use returns $10 to $100.”

Even though it’s a pretty powerful statistic, this quote begs the obvious question “where are those returns coming from?”

To help answer this, lets look into some of the ways UX helps decrease spending from many poorly planned and executed projects.

Reduces Wasted Development Time

I remember being told by many of my teachers and professors that if you want something done right the first time, do the proper research prior otherwise a majority of your  time will be spent trying to fix  pitfalls that could have been avoided in the first place.

By researching and utilizing best UX practices, you can stop wasted time and reduce development time as a whole by up to 50%.

And if you still believe the consequences of avoided research aren’t that high, you’re wrong. Trying  to remedy an error after development is up to 100 times more expensive as it would of been prior.

This is why making the proper investments in the earlier stages of product planning can help your designers and developers better understand how the project should be structured and displayed to best suit users needs.

Decreased Customer Support

Your users shouldn’t have to be trained on using your software or website just because you know internally how it works, it’s not worth spending time and money into teaching them if it’s too complicated to begin with.

If you do have software that needs to have some instructions accompanied with it, then it’s best to at least create streamlined documentation that ultimately reduces the amount of  time you need to put into training the end user.

Otherwise, if you product isn’t designed for them, you end up with an increased amount of calls to your support, causing you to hire more people to support the demand for help.

Increases Your Sales

Increased Customer Retention

People tend to flock back to products they find designed to their liking and are able to complete their desired tasks with ease.

Don’t believe me? Take a look at the battle between the Apple iPod and Microsoft Zune. While both were virtually the same product,  Apple’s sleek and native interface (as well as the iPod’spartner in crime, iTunes) managed to resonate better with users then the Zune did.

And if you’re looking for numbers, 14.4% more customers are willing to purchase another product if your software doesn’t meet their expectations. But if you do manage to please your users, 16.6% of those who become customers are likely to recommend your product. (Forester)

By providing your users with a unique and memorable experience, you begin to build a relationship  with them and will eventually nurture them into becoming brand advocates.

Increased Conversions

Now we’re talking, right?

One of the most easy and cost effective ways to double your revenue is to begin focusing on ways to double your conversions rather than doubling your traffic.

But many of us already try to increase conversions via A/B tests, yet we unfortunately tend to find ourselves at an impasse when we are just merely guessing what we think is going to work.

This is where early research can be used to understand how users behave on your website; how are they trying to complete certain tasks? Where are they hitting friction? What colors and styles are helping them complete their journey?

These questions especially come into light when asked how users perform when traveling down the websites sales funnel.

If you manage to optimize for the sales funnel, the ultimate result is an increase in sales allowing you to measure the value of how user experience contributes to additional profits.

Elements to Test

The best way to drive the importance of UX to your business stakeholders or client is to start talking numbers as these allow you to compare before-and-after results against your own internal products or your competitors’ performance.

While we have already touched base on where some of the numbers could come from, there are also some more in depth equations you can use to calculate where your loses/gains are coming from depending on how your UX is optimized.

The best overall way to calculate ROI for UX is to first decide your key indicator’s, estimate the lost opportunities you have due to poor UX, estimate the cost to fix it and/or the cost to do it right, then do the math.

An example of the equation might look something like this: (# of Error) x (Avg. Repair Time) x (Employee Cost) x (# of Employees) = Cost

Equations such as these can be used to calculate average order value or net value per visitor, support costs, and savings of users time.

For a more in depth look at creating equations for factors like these, try checking out this UXmatters article on discovering the proper metrics and how they should be calculated.  


Download The Inbound Marketing ROI Report

Fill out the form below for over 30 pages of data

Proving the ROI of Inbound Marketing
FREE On-Demand: The Website Optimization Summit Opening Keynote

Watch Liz Moorehead’s takeaway-filled opening keynote from the Website Optimization Summit for FREE inside IMPACT+.

Your business website should be your most profitable virtual employee -- closing deals left and right. Yet, business leaders and digital marketers just like you are unwittingly undermining the money-making potential of your website. 

Let Liz Moorehead show you the simple and powerful ways you can immediately increase the revenue potential of your business website, no matter what industry you’re in, in this information packed keynote.

Watch Free On-demand

Watch Liz Moorehead’s opening keynote from the Website Optimization Summit, FREE on-demand inside IMPACT+. Learn how you may be unwittingly undermining the money-making potential of your website and how to fix it!
Watch Free On-Demand
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to Click Here.

A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
FREE On-Demand: Watch Liz Moorehead’s Website Optimization Summit opening keynote now!
Watch Free On-demand
FREE On-Demand: Watch Liz Moorehead’s Website Optimization Summit opening keynote now!