User experience covers all the ways in which your customers interact with your business. Webtilling helps you create a compelling online user experience.

Online success stems from providing simple, intuitive products and services.  All constituents in the design and implementation process must be on the same page and let data guide their decisions.

Our goal is to create online products and services that exceed users expectations.  We go through a user centered design process to achieve a great user experience and then continually improve the original design through use of data.

Data Pin-Points User Experience Problems

Key performance metrics such as bounce rate or poor conversion helps identify user experience problems.  Bounce rate is the percentage of visitors who leave a site after viewing only one page.  If the bounce rate for a given page is high it is a good indicator that the user experience on that page is poor.  The same logic applies to places in a conversion funnel, where users exit the site.

Once problems have been identified they can be solved by testing potential fixes through A/B testing or multi-variate testing.  This is an iterative process called conversion rate optimization.

User Experience Impacts User Behavior

Users need to feel satisfied with the experience of interacting with the business, so that they continue to be a customer. Most users do not differentiate between your brand and your user experience.

Data from Forrester shows 55% of US online adults are likely to abandon their online purchase if they can’t find a quick answer to their question. 77% say that valuing their time is the most important thing a company can do to provide them with good online customer service.

The importance of time to users can be seen in data from kissmetrics:

  • 79% of shoppers dissatisfied with a sites performance are less likely to buy again.
  • 47% expect a page to load in 2 seconds or less.
  • 40% abandon a site that loads in more than 3 seconds.
  • A 1 second delay in page response can result in a 7% reduction in conversions.

In addition to performance, usability and information architecture substantially impacts the users experience. Usability defines how users achieve objectives effectively and efficiently using software.  The goal of information architecture is to organize information so that it easy to use and find.

If users have difficulty finding what they are looking for, then their experience is not effective, efficient or satisfying.  Therefore, usability and information architecture impact User Experience.

Benefits of Good User Experience

A good user experience is critical to retaining customers.  There are numerous data points that show how important retaining customers is:

  • The probability of selling to an existing customer is up to 14 times higher than the probability of selling to a new customer -- Pearson.
  • Depending on which study you believe, and what industry you’re in, acquiring a new customer is anywhere from five to 25 times more expensive than retaining an existing one -- Harvard Business Review
  • Across a wide range of businesses, customers generate increasing profits each year they stay with a company. In financial services, for example, a 5% increase in customer retention produces more than a 25% increase in profit -- Bain & Company.
  • Make sure your Web site is so simple to use that many customers will prefer this faster and cheaper alternative -- Bain & Company.
  • Once a customer leaves, 4 in 5 say they will never come back, and if they do, 59% say they will be less loyal. – SDL The Global CX Wakeup Call Report
  • If satisfied by the customer experience, 73% of consumers will recommend a brand to others, and 46% say they will trust that brand’s products and services above all others. – SDL Global CX Wakeup Call Report
  • It is six to seven times more expensive to attract a new customer than it is to retain an existing one. – ThinkJar

A good user experience will provide a good Return on investment (ROI).  It will improve the key performance measures of your business and give your business a competitive edge.