New UX metrics in Digital transformation journey. #ROI

Putting customers at the heart of your decision-making is essential, If you improve the experience for customers, you will drive greater commercial performance.

Providing good experiences to customers online establishes trust, increases brand loyalty, encourages the repeat business, and ultimately increase its market share and revenue. To capitalize on this opportunity businesses must fully understand the online customer journey and make every effort possible to identify and address issues that put experience at risk.

Achieving this has significant benefits including revenue growth, increased brand loyalty and higher lifetime customer value. Improvement of experiences need not be based on trial and error but on clear evidential finding.

Customer experience will be an enterprise biggest differentiator going forward, if you’re supporting a business and struggling to understand how to optimize customer experience on your website and apps to increase conversion and revenue this is what you need to read. Remember UX and CX are different, will detail this later if it interests you.

Its no more about

WHO

are the visitors?

WHAT

are they doing?

WHERE

do they come from?

<but>

WHY

Customers quit journey goals?

User doesn’t click on CTA?

User exited after login?

HOW

Are Customers browsing our components?

Can we increase hover on CTA

Let me detail about how can you change this experience with a real-time data and real-time intelligence that takes the guesswork out of managing the digital customer experience. The core of your transformation is Experience and Analytics, you should not just rely on what your Expert/Heuristic or your gut says based on previous experience, but its all about the data lead evidence based UX.

Below are some UX metrics I recommend you should be tracking :

You need to have an internal project metrics to measure UX, quantify customer experience across your digital assets, automatically identify and prioritizing opportunities for improvement. You need to understand the customer journey but also it should be powered by data signs via help of machine learning.

Hover rate: Number of users who hovered the component/ CTA (Call To Action) during a page view / Number of page views

Engagement rate: Number of users who clicked on the components / Number of users who hovered those components

Hesitation time: Time before first click minus time before last hover on the CTA

Float time: Average cumulative time spent hovering over an element/CTA/Component during a view

Click distribution: Number of clicks on a certain defined website / app zone or component cluster/ Total of clicks on all such zones (the sum of all the zones equals 100%)

Time before first click: Average time before first click on a certain defined website / app zone or component cluster on the page

Scroll rate, scroll speed :The proportion of the page displayed by users (ratio between the last line of pixels displayed on the screen and the page size)

Height:The page height in pixels (average for all of the URLs corresponding to the page)

First Fold revenue (First fold is what you see before scrolling down on Website and apps)

Time spent: The time the page is displayed

Number of clicks to achieve the goal

Frustration and abandoned journeys

Engagement rate

Navigation metrics

Usability score and ease of use

Technical load times

Form fill data

Unique alerts on user behavior and feelings,

By doing this you should be able to correlate your experience matrix directly with conversion and revenue, provide valuable tangible validation of area and investigate the target opportunities for improvement. It also helps you investigate why is it happening , so you can follow the data for what is happening.

Better #ux will also help you in following:

• Reduce development waste & time
• Reduce risk of building wrong features
• Save making changes later when its too expensive & late
• Increase self service and lower cost to serve
• Lower cost of customer acquisition Increase retention and reduce Churn
• Reduce user errors
• More adoption, ease of learning and engagement Reduce maintenance cost

We also need to activate the smarter UX data to go idea better experiences. You should use the digital experience UX intelligence to enrich your entire customer journey, and put customer experience at the center of all you do.

There are few key pointers that you need to keep in mind :

• How can you understand every customer’s experience end to end, “end to end” is keyword here.
• Translate customer experience into actually validated opportunities
• Base your UX on signs and advance data algorithms

If you are working on an E-Commerce business project , You need to track :

• Understand the behavior that causes customer to abandon or convert
• Get an end to end view off the customer journey
• Pinpoint areas for improvement
• Quantify and benchmark every experience for increased conversions, better usability score, revenue and customer loyalty.

and in correlation track:

• Revenue per customer
• Cost of customer acquisition (CPA)

It’s also very important to visualize the entire customer journey to easily priorities the area for investigation and further improvement, you need to focus on use of user behavior on digital assets and capture every digital interaction not just a small sampling.

Another key point — Quality of navigation is one of those things that I have seen business only notice when it goes wrong, tracking it as a user experience metric keeps the pulse across your digital properties, thereby immediately flagging any areas that requires attention, do you know based on a recent report, if your digital asset loads slowly sixty-eight % people go on fewer pages, and it significantly reduces the focus on your digital asset.

If you have badly performing forms on the website to capture follow-up customer data, that means fewer conversions, not only it will erode trust in a brand but also impact negatively on the customer loyalty and customer lifetime value.

You should also have a dedicated internal team that tracks your UX metrics and helps you achieve the right user experience. You also need to investigate defining pointers mentioned below:

• Do customers coming from search have a better navigation experience and those coming directly if yes why is is it so?
• Do tablet users have better UX score any mobile users what is causing this
• What stage of the checkout process causes most frustration
• Which pages are visitors most engagement, how can you get to get this engagement with underperforming pages

After investigating several questions you can use various ux forensic tools like session replays, dynamic heat maps, and page discoveries, so your digital teams can see why experiences are playing out-of-the-way they are, and understand exactly what they can do to improve those things at the pre discovery phase so we can leverage Machine learning to understand what need to be fixed on your next redesign or migration. Check out some great tools like Decibel Insights, Contentsquare, Clicktail for more details on Machine learning and #AI based behavioral insights. There is a lot you can learn, unlearn and discover.

Share if you think this article can help some one, also drop a comment with your ideas.

Thank you for your time reading this.

-

Rahul Avasthy

Disclaimer: Opinions mentioned above are in a personal capacity, and do not by any means, reflect the views of my employer.

#UserExperience #UX #Digital #DigitalTransformation #ROI #UXROI #Experience #Design #ExperienceDesign