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User Experience (UX)

User experience encompasses the entire range of emotions and attributes evoked by the interactions with your website and your products or services. According to the ISO definition, user experience includes all the users' emotions, beliefs, preferences, perceptions, physical and psychological responses, behaviors and accomplishments that occur before, during and after use.¹

What metrics are used to measure the user experience?

Online businesses use a suite of metrics to measure user experience. The most commonly used are:

  • Net Promoter Score (NPS) - an index used to gauge a customer’s willingness to recommend products or services to others and serves as a general indicator of overall satisfaction and propensity to remain loyal
  • Customer Satisfaction (CSAT) - a survey sent to customers asking for a customer satisfaction rating for specific aspects of a website, its products/services
  • Customer Effort Score (CES) - a survey of the effort required by a customer to accomplish a particular task, for example, searching for a product or completing an order
  • Customer Churn Rate - metric used to calculate the number of customers that discontinue the use of your services or no longer make purchases through your website or mobile app.

How does personalization improve the user experience?

The results of a few studies produced over the course of the last decade reveal some significant insights into the impact of personalization. Most notably, these studies reveal the importance of engaging with your customers in the shortest time possible through a user experience that mimics the personal touch offered by the in-store assistant.

In short, consumers want brands to get to know them and understand when to approach them². They want content that stands out, with clear messaging that cuts out the noise and saves precious time.

One of the key UX battlegrounds is the homepage, your virtual equivalent of the storefront that draws visitors in and encourages them to interact with your products and services. Such basic personalizations as referring to customers by their name can have a real impact in creating that sense of intimacy vital to building brand-customer relationships. Other “low-hanging fruit” includes using self-segmentation short Visitor pulse surveys to allow customers to express interests and preferences—this data is super useful for curating content—surfacing seasonal-relevant content, and even trending banners, further personalized by location.

Taking these insights into account, it is clear that personalizing the user experience is fundamental to success for newcomers and established brands alike. What business can afford to lose a third of potential customers and miss out on the chance to influence purchasing decisions?

Time and time again, we see that the most successful businesses get personalization right because they start small, they start with the simple things like referring to customers by name, supporting purchasing decisions with helpful and relevant messaging, and powerful yet simple search and filter tools that ensure customers can find what they are looking for, and quickly.

References

¹ ISO: Part 210, Human-centred design for interactive systems. Available here

² Forbes: Breaking Through The Noise: How Modern Marketers Can Solve Today's Personalization Challenge. Available here