UX - User Experience
Most of us have purchased something online and sworn we will never buy from that site again. The process we went through was probably confusing and unenjoyable. In other words the UX (User Experience) was poor.
Your online presence must reflect your brand and its values. However, it is just as crucial that you understand what market segment or customers you are targeting online and how this may differ from your traditional channels to market. Understanding your audience will help you implement an appropriate UX.
Your audience, consciously or subconsciously, has needs or expectations from your online presence. How well you cater to those needs and meet those expectations, or put another way, how painlessly you can fulfil those needs, defines the quality of the UX. Positive UX contributes to happier visitors and customers and can have a significant impact on repeat visitors and customers.