How does UX design impact business growth?

UX Matters - In this episode we will talk about UX from a business performance perspective. 88% of online customers are less likely to return to a site after they had a bad user experience, which will result in a bad Conversion Rate. To be on the other side of the fence spot the weak spots and start improving. Here is a practical explanation on how to increase KPIs with a thorough UX strategy.

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I suggest starting by defining the target audience, with the help of a user research so we can get insights about their pain points and problems. What is it the users want our product to solve with or what features are they looking for. We can also identify the context in which they will use the product, so we can better tailor it to their needs.
To keep it simple, by conducting a User Research, we will build a fictional user who will want to use our product. Although it’s a fictional user, it has to be based on real data that we need to collect in order to have the best results.
Did you know that an average user forms its first impressions of a site in 50 milliseconds? That is the amount of time you have to convince them to stay, if you fail, they will leave the site.
To capture the user's attention, you can use an eye-catching photo in the first section, or have a powerful mission statement that shares the same value as the targeted user group. Of course, these are just examples, each case is unique and needs proper research to define what would work best.
88% of online customers are less likely to return to a site after they come across a bad user experience, which will result in a bad Conversion Rate. In this case, you will need to do a CRO, a Conversion Rate Optimisation, which can be done with some small improvements on different parts of the site, by using a process called A/B testing, does it sound familiar?
With A/B testing, we can test our ideas with a small group of users to see which one works best. For example, we would like to test the conversion of an online banner that is used to promote a high-end dining event. On the left side, you can see a wireframe with a header, a text section and a banner image with a CTA. On the right, you can see the same layout but with a different image. This is the simplest way to do an A/B testing: you set up your campaign so that the first user lands on the page with the A-type banner and the second lands on the page with the B-type banner, and so on. This way, you can track which image was a better choice for the Ad, and start building around that style.
Just to be clear, if you do choose to conduct an A/B testing, it doesn’t mean that the results will guarantee a growth in conversion that can lead to an increase in your KPIs. Even an A/B testing can be done wrong. For the test to work correctly and bring the expected growth, you will need to conduct a Quantitative research and gather as much data as possible, then you will need Qualitative research that is richer in detail and Heuristic evaluation that will help you define usability problems in your product.
After you collected all the necessary data from the research, you can list all the weak spots, and then start to formulate your hypothesis about how to improve. An easy framework to hypothesize is If..., Then..., Due to…. For example: If we change the colour of our CTA into orange, Then the CTR of the CTA would increase, Due to displaying a contrasting CTA that would attract more attention. If, Then, Due to, it’s that easy. :)
You should start the A/B testing only after covering the research and Hypothesis. We have cases that had a 25% increase in Conversion Rate after implementing A/B testing into their workflow. If tests don’t show a positive outcome, you can always ask yourself, was it due to the hypothesis or the test execution? You need to analyse the results carefully, learn from them and then repeat the whole process to improve.

#uxdesign #userresearch #businessKPI #uxindicators #digitaltransformation