HOW TO: How do I improve my user experience?
Does your website generate a lot of traffic, but little conversions? Do customers drop out in the middle of the ordering process? Or is it remarkable that only few customers return to your app? Maybe your user or customer experience should be improved. Provide customers a seamless experience on your website and app to create more brand loyalty.
Importance of a good user experience
When customers land on your homepage, it should be clear at a glance how to find the information they are looking for. The entire process they go through on your platform should be flawless. When a customer has to search too long for the desired information, he will leave your website or app.
CEB surveyed 125,000 consumers, showing that customer experience is the factor that determines where someone makes a new purchase. A good user experience (UX) is also a reason for consumers to switch to the competition. In addition, customers tend to recommend a company to others when they have had a good experience. Optimizing your UX is therefore definitely worth the investment. But how do you get started?
Know your customer
Firstly, it is important to know your customers. Dive in your analytics and look into the profiles that visit your website most frequently and the subjects they are looking for. When customers visit your physical store, get to know them. Ask questions about how they experience shopping at your online and offline shop, if they experience any problems, and so on. But be sure to ask your employees as well. They are in contact with the customer and have insight in their needs and problems. All the findings you get from this should be taken into account when designing your website and app.
Follow the customer journey
The customer journey is the journey that your customer goes through from the beginning that he comes into contact with your brand until he completes a purchase. You can optimize the part of that journey that takes place on your platform by putting yourself in your customer's shoes. For example, try to go through an order from A to Z and write down which steps can be done more easily. Pretend you're a customer looking for information about a product, can you find this in a fast and efficient way?
You know your website and app inside out, so it might seem obvious to you how to get to every page. That's why you can ask acquaintances or new customers who don't know your site yet to complete a certain task. Do they place an order with the same ease? Can they easily retrieve the information you request? Follow their customer journey and there will undoubtedly be steps you can optimize.
Finally, a good helpdesk can contribute to an optimal user experience. When customers experience a problem with your company, they want a solution immediately. So make sure you have a customer service that is easy to reach and can help quickly. A contact form that you have to fill in without knowing when you will be contacted is a bad example. Instead, try to integrate a chat function on your website or app, so that customers can contact your employees with a quick message. This way you don't set the threshold too high to ask questions, which contributes to a seamless user experience.