Optimizing User Experience in an Unfriendly Market
There is no question that business leaders are grappling with oversaturated and turbulent markets across every industry. Businesses are now trying to identify any means possible of cutting through the noise of market volatility and marrying their efforts with streamlined budgets. Brands know that they need to continue investing in marketing and product development, but they must also understand how to do so in areas that present greater value at scale. Their priority should be targeted, digital-forward strategies that they can monitor with the express goal of refining the customer experience to produce greater value.
Focusing on experience data has emerged as an innovative approach that delivers the added benefit of allowing brands to gather information about their customers through less invasive means. Brands should constantly be asking themselves the following questions:
- What are our customers trying to accomplish? Are they successful in meeting their goals?
- What facets of the user experience are driving customers away from our products and services?
- How can we spot trends faster and deliver what customers expect as seamlessly as possible?
The Role of Digital-Experience Analytics
Digital-experience analytics (DXA), an emergent and critical subcategory of digital analytics, has quickly become a market differentiator. Experience analytics do away with the who aspects of data collection and focus more intentionally on the how. You must always consider the user experience for a brand’s Web site.
Recent digital UX research has revealed that over a third (36%) of all Web-site visits end in user frustration—because of specific moments of friction that occur during the on-site experience. Examples include slow page loads, which are the largest source of user frustration, and rage-clicking, when customers hammer away with clicks because of a page error.