Today’s methods of finding new customers are very common. We try Social Media Adverts, SEM (search engine marketing) and banners – that’s often the media mix.

More and more companies have also turned their heads towards content marketing and the use of ambassadors and influencers. Much of the above works effectively and brings traffic to a website. But when the customer finally lands on said website (let’s imagine it’s a travel agency) and the range of hotels and trips are just the same as any competitor…

Why would that person stay and buy their 2 weeks’ holiday there?

Is it because the website has an amazing CRM system that can collect all kind of useful data?
Could it be because the CMS that is used is written in Microsoft .NET and hosted by the world’s best cloud based servers.
Or what about that great HTML framework that it’s built upon and its perfect way of storing cookies so that they later can offer you re-targeting banners on your favorite news site?

Hmm, probably not! Techy mumbo-jumbo is rarely what would make a visitor buy a product, keep them loyal and open for future purchases.

Get your things working

Few things irritate a visitor more than a function that doesn’t work or is hard to understand. But the cause is very rarely dependent on if the website is using C#, Java or PHP as a programming language.

Apple’s founder Steve Jobs (may he rest in peace) was completely convinced that the overall customer experience was extremely important for the customer. Everything from his super skilled keynotes that gave rocket high expectations to the point the customer opened the sleek, well-made product package. Everything breathes Steve Jobs. And when the customer switched on the product it lived up to all its expectations. The navigation and icons animated smoothly and they were so intuitive that anybody could understand how they worked regardless of age or background.

But of course, all the masterpieces from Apple were backed-up by state of the art techniques. But in the eyes of the customer these where only hygiene factors and nothing that really made any difference.

If companies with a commodity product (or any kind of product for that matter) chose to spend more time on the user experience of their digital service’s they will surely be more appreciated by their users.

Take for example that smile, warm welcome or expert help that you get from a sales person when shopping in a physical store. That’s what makes you go back. So, if you can offer that in your digital channels you will most definitely succeed.

Should you rely on gut feeling?

But how do we know what good UX is? Should we go for our gut feeling or personal taste?
Well, gut feeling usually comes from experience and an experienced UX person may be right in many things although we doubt it represents all customers.

Our favourite way of finding out if something really works is user testing. And they don’t have to be built upon months of research and massive data insights including a high-fidelity prototype. With the right processes and methods, they can be done extremely effective and spot-on.

Some tips on your way to success

Here’s six tips that might help you improve your digital product or service.

  1. First, get a pencil and write down your challenge
  2. Collect a team of super heroes. That means your company experts in product, marketing, sales, IT and customer support.
  3. Work together to come up with various solutions on the problem
  4. Chose which solution you believe in the most
  5. Create a realistic prototype, but remember to keep it simple
  6. Run a handful of one-to-one user tests to find out if your solution works. If the test is negative then you know… and it’s back to the drawing board. And if it’s positive it will beat the heck out of gut feeling.

So, would you be interested in knowing more about how your company can make this process effective? Contact us and we will not only give you insights into User Experience, but also a good cup of coffee.