How Experience Data Can Help You Do More with Less

While there are certainly instances where the issues that a digital experience presents are beyond the company’s control—for example, a user’s poor Wi-Fi connection or ab internal computer breakdown—on-site errors often cause friction. DXA pinpoints where these errors occur—whether they are the result of small bugs or perhaps larger issues with a particular field.

Design, development, and UX teams can use pressure-point analysis from DXA to locate and correct these errors. For instance, if a high-traffic, informative blog post ends with a call to action directing readers to a broken Contact Us page, DXA can reveal why there is a disparity between the number of times visitors click the link and the actual number of inquiries the company receives as a result. The company’s design team can then quickly and easily resolve the issue to provide a better customer experience.

The UX Need for Speed

Speed is key in such situations because half of these people leave a Web site or mobile app after viewing just one page. When time becomes mission critical, DXA helps brands get to the point, so they can effectively assuage visitors’ frustration much more quickly. Speed is, therefore, a primary determinant of how the entire customer journey fares from beginning to end. And whether that journey ends with a signed contract or a potential customer toggling to a competitor’s offering is contingent on how customers experience and navigate a brand’s Web site.

Delivering faster, better results can also improve customer retention and business resiliency. Establishing digital trust through authenticity and reliability is at the core of customer retention because great user experiences define where customers spend their time and their money.

An important caveat here: speed is not the only factor that DXA values. The thorough, continual analysis of customer behavior helps companies ensure that they are not repeating past mistakes and are instead constantly looking for ways to improve the overall customer experience.

Using Data to Improve User Experiences

Great experiences tend to stick with customers, who in response are loyal to these brands. They help brands develop meaningful relationships that are rooted in value—relationships that can sustain them through difficult times. While achieving this long-term vision is easier said than done, by increasing customer loyalty, promoting authenticity, and developing trust, brands can develop more human connections with their customers. At scale, stronger customer relationships offer a level of predictability and loyalty that fortify a business’s ability to weather challenging economic environments and increased competition.

Leveraging experiential and behavioral data is key here. Zeroing in on this information tells companies what they truly need to know about their customers, letting them better meet changing expectations, while calming people’s increased fears surrounding data privacy.

As leaders, we cannot let the marketplace dictate our playbook, but we can let the sense of urgency that it creates motivate us to have honest conversations with our teams and reset our sails when necessary. By centering our conversations around customers and leveraging the right data, we can turn tough conversations into realistic, yet optimistic approaches to the future.