User experience optimization is the process of learning about customer needs basing on data from analytical tools. Collectively, they allow marketers to study the actions of the target audience of a brand or company at different touchpoints with a web product.
Among the target consumers of a brand, it is always possible to distinguish several groups of customers that differ in needs and expectations from the same Internet product. The main goal of experience optimization is to determine which experience will be the best for each specific client.
Studying user motives in detail allows for a personalized and relevant experience that directly impacts a company's bottom line.
Tools for Customer Experience Optimization from Plerdy
Plerdy provides many tools for researching user experience and opportunities for its optimization. Each of them is aimed at one or another parameter of the analysis. Honda, Subaru, KredoBank, Hafele, Prom, Huggies, and others have seen their effectiveness in practice.
Allows you to quickly analyze the user experience with an accuracy of 99% and identify the strengths and weaknesses of the site. Thus, you can study the behavior of the target audience on internet pages for further optimization. The Plerdy tool allows you to segment the target audience and analyze each group separately.
Dmitry Chervonyi, chief marketing officer at MyDutyFree LLC: “In just a few months, the company's revenues have grown exponentially.
Marketers can launch a topical survey on their site, offer discounts to potential customers, discover why they left their shopping cart, and more. The company will be able to eliminate and satisfy the complaints and wishes of visitors having learned them. This will improve the site's performance, and in the long run, it will increase earnings.
A powerful and accurate SEO tool to check keywords on site pages – titles, descriptions, and other text blocks. The analyzer scans pages daily for SEO errors for further optimization. It also checks the factors that the search engine takes into account. You can view the history of web page changes and understand how they affected the user experience.
Anastasiya Mykhaylova, brand manager at Netpeak Software: “I like that the analytical data obtained is always informative. Optimizing the user experience based on results always gives a positive response.”
This Plerdy tool allows you to record the sessions of website visitors to track their activity. You can segment the video by how customers interact (clicks, scrolling, moving the cursor, etc.) and traffic channels. You can conduct a separate analysis of the site versions for desktop computers and mobile gadgets.
Myroslav Protsan, Marketing manager at Esputnik: “I first used session recording technology for a company website. This has helped significantly increase conversions. The tool revealed design flaws that were barriers to purchase in the path of most users.”
This tool's user experience optimization features allow marketers to track the actions of site visitors related to a specific event or goal. You can customize the actual events. It is possible to send the received data to Google Analytics.
Sales performance defines the relationship between target group behavior and company sales. Find out what blocks on the site the visitor interacts with before making a purchase. The study shows which site elements can be an obstacle to a transaction.
A tool for optimizing customer experience makes it possible to track the conversion sequence across different funnels. It collects data on the behavior of a potential buyer at each stage of the funnel, determines the place where the client leaves the site.
Ways to Optimize Customer Experience
By carefully studying the customer experience with a website, you can take thoughtful steps to optimize it, which will invariably lead to increased profits. According to research, almost 90% of customers are willing to pay more for quality service – it is worth making an effort to improve their experience of interacting with brand at different stages.
A clear understanding of customers will enable you to offer them better service. You need to create the most detailed portrait of the client: assign them a name, profession, prescribe hobbies, abilities, inclinations, habits, etc. Such an individual portrait needs to be painted for each group (a consumer niche usually consists of several clients); this is critical for implementing strategies to optimize the experience.
Capturing Customer feedback
You can collect comments in many ways: live chat in real-time, emails, post-interaction questionnaires, calls. Negative reviews are of great value for subsequent optimization – they show a business its weak points and potential growth points.
Using quality framework
After receiving feedback from the target audience, you can identify the training needs for each member of customer support. Many companies use the quality structure method. An employee training schedule is being drawn up.
Regular testing of user behavior on site will give you more insight into customer needs. Analyze their experience to optimize it as much as possible. Marketers typically validate customer experiences at each stage of the transaction journey. Tests include site search, content, and other components.
Measuring the ROI
Many companies use the Net Promoter Score (NPS) method of measuring profitability. The client answers the question: can he recommend the company to his relatives and friends. Due to its ease of use, the method is a favorite with most brands. It gives a clear vision of the services’ quality; this drives user experience optimization and justifies investment in this development area.
Importance of Optimize Customer Experience
Customers' experiences shape more than just how they feel about the brand. It affects the company's reputation on the Internet, its competitiveness. And it directly correlates with potential income. In the present, it is effortless to find an alternative to any product – the audience often chooses in favor of the company that provides the best service. Therefore, it is vital to improving the level of service, thereby optimizing the user experience.
To increase value in the customer's eyes:
- Provide him with maximum comfort when making a purchase.
- Close his objections and eliminate difficulties.
- Perform complete check-out regularly at different levels of interaction with the user.
Learning from the user experience gives you many benefits, including competence and making quick and correct decisions. Online technologies provide complete data about customers and their interactions with your product. Modern analytical techniques and strategies in synergy can increase sales.