What is a UX Study?
The research of UX (user experience) isn’t a new idea. It has been a standard practice of the manufacturing industry for a long time. When designing a new product, upgrading an existing product or just bringing a product to a new market it’s common for manufacturers to study their consumers experience with that product. Studying the user experience is the only way to make sure the product design is achieving its goals. Virtually every name brand product you have ever bought or heard of has studied the experience of its users and that has much to do with why and how it is a name brand product.
Your website is a product.
You should think of your website as a product. It doesn’t matter what the purpose of your website is, it has a goal of getting visitors to take some kind of action. That action could be making a purchase, calling a phone number, reading information, signing up for a newsletter or anything else. Whatever your website’s purpose, it’s a product that has a goal.
The most fundamental reason for doing user research is that it’s the only way to achieve an understanding of the people who are going to use your design. If you understand your users, you can make designs that are relevant for them. If you don’t have a clear understanding of your users, you have no way of knowing whether your design will be relevant. A design that is not relevant to its target audience will never be a success.
Lets call any and all goals a ‘sale’ from this point forward. Maybe your goal is a literal sale but if not we’ll use it figuratively. Your website should be a powerful sales tool for you. For all intents and purposes it should be the equivalent of a sales professional working for you 24/7. Every savvy business manager evaluates their sales people’s performance. As a broad brush metric across all industries a decent sales professional will close a qualified sales lead about 1/5 of the time (20%). So with that framework, a good question to know the answer to is how does your website (ie your 24/7 sales person) measure up?
Across industries, the average landing page conversion rate was 2.35%. Maybe yours is a little better, maybe not. You can look at that metric and decide that your website just isn’t that useful or maybe take away an increased appreciation of your sales people but every seasoned sales manager knows a simple truth: your sales force is only as good as their training. Just as you have to invest in your sales people so they do good sales work, you have to invest in your website so it does good sales work. So here’s the good news, the top 10% of websites shoot up to closing around 11.5% and the close rate of some of the very best designed sites is 20% or higher, meeting or beating the productivity of a professional sales person.
If your website isn’t driving the results you are after you can make a remarkable change by investing in a UX study. Learn how your users are interacting with your website and refine your design accordingly. A good UX study can make the difference between 2.35% and 20%. That’s a big return on investment!
Are you ready to build a better experience and vastly improve what your website is doing for you? To get a free consultation on how your website could benefit from UX research give us a call!