The answer to a great customer experience is improving the customer experience everywhere they interact with your brand: your website, mobile apps, in-person interactions, and multi-channel campaigns.
“Customer experience” is now on everyone’s lips. That’s because customer experience (CX) has gone from being a marketing buzzword to being an integral part of business success.
Consumers today are less loyal to brands. They have different shopping tastes and the competition is fiercer than ever.
The stakes for brands are high. Nearly three-quarters of his consumers leave after a slightly unpleasant experience with a brand. Nearly half (49%) leave after one negative experience.
To win or win back customers, brands are rushing to optimize loyalty programs, launch new services, and rebrand themselves.
These are all worthy endeavors. But by strategically improving the customer experience everywhere customers interact with brands – across websites, mobile apps, in-person interactions and multi-channel campaigns – the answer to delightful customer experiences is closer. There may be.
Strong ROI for UX Design
Effective user experience (UX) design has the power to attract customers and keep them coming back. A good UX makes interacting with your brand feel seamless and makes life easier for your customers. Users feel confident and rewarded when using the website and mobile his app. Such sentiment leads to higher customer satisfaction, increased loyalty, and higher revenue.
McKinsey found that the companies with the best performing designs grow twice as fast as their peers. Others found that for every 10% he invested in his UX strategy, his conversions went up by 83%. Finally, research shows that the more a company prioritizes user experience, the higher its sales, customer engagement, and retention metrics.
How did UX design deliver these amazing results? Because good UX strategies focus on the customer first. The user is the first word in the user experience, and for good reason. When brands put their customers first, they create more profitable experiences. At the same time, brands can avoid many of the pitfalls that lead to lost revenue and customer churn.
Ultimately, good UX isn’t just about design, it’s about the impression you create and leave with your customers. A UX strategy is built by understanding customer needs and challenges and making incremental changes to improve the experience through better messaging, better design, better functionality, and more.
UX Mistakes That Degrade the Digital Customer Experience
Let’s take a look at one area of a website that plagues many e-commerce brands: the checkout page. With the average cart abandonment rate hovering at just under 70%, many brands are wondering how to improve this page. Yet many of the main reasons people abandon carts are due to poor design decisions such as:
- The site enforces account creation.
- The checkout process is too long or complicated.
- They were unable to calculate the total order cost in advance.
- They simply didn’t trust the website.
Zooming out of checkout, nearly all of the factors (94%) that cause customers to distrust or reject a website on first impression are related to UX. These include:
- Layout too busy.
- Lack of navigation.
- Unappealing or bland design or color palette.
- Too many pop-up ads.
- Too much text.
- small print.
- Poor search function.
Fortunately, all of these problems can be solved or prevented entirely by measuring how customers interact with owned channels and where they show friction (bounces or abandonment). .
Then validate your data by simply connecting with your customers. At the heart of UX design is the connection with the customer. A UX designer not only relies on her design best practices, but also conducts user surveys and usability tests to test assumptions and determine what actually works for a particular target audience. This survey provides important answers on how to improve the customer experience. For example, users may need more social proof to trust you. Alternatively, offering a more personalized experience may improve conversion rates.
Solving digital CX with a stronger UX
By consulting a UX expert, brands can avoid common design mistakes. Design best practices teach you how to optimize your color choices, use of white space, visual cues, CTA buttons, and everything else.
However, it is usability that will help you discover how these variables make your target audience feel, or which CTA phrases speak most compellingly to your target audience and create an effective customer experience. Just tests and user surveys.
For example, over 90% of users rate “easy navigation” as one of the most important elements of web design. Design-savvy brands understand the basics of web design, like using a hamburger menu on mobile. But in reality, we need navigation to get users where they want to go. This is where UX strategy really shows its value. By understanding users, UX strategists recommend navigation changes such as:
- Include clear and descriptive product categories.
- Group related items together to limit choice paralysis.
- Experimenting with visual navigation.
- Provides powerful search for stuck users.
Through user interviews, UX strategists can uncover how audiences interact with navigation. What are your top priorities when they land on your website or mobile app, and how can you tie them to your brand’s top priorities: the actions you want them to take?
Personalization is another key initiative for brands today, with almost half (44%) of consumers saying a personalized shopping experience makes them more likely to return. Again, his UX strategy can help. Working with stakeholders, he develops journeys that customers feel connected across channels.
This is a simple formula. Better UX leads to better CX. Creating a digital customer experience that fosters connection and loyalty requires investing in UX.
From physical to digital, putting the customer first was always the answer. Connect with your customers, design for them, and enjoy the results.