3 Critical Steps to Successfully Apply Improvements to Your Website or App

Liam Burns
Written by Liam Burns
July 02, 2020

Whether you’re a trusted digital banking platform or a popular online retailer, the modern customer expects seamless online experiences. A whopping 88% of online consumers say they wouldn’t even return to a website after having a bad user experience (UX).

Is your own website or app causing users to abandon like this?

To meet the sky-high expectations of the modern user, you’ll have to continuously monitor and improve experiences across your websites or app. Creating friction-free digital experiences has become business critical: 70% of enterprise CEOs view user experience and customer experience (CX) as a key competitive differentiator.

However, your team of should avoid optimizing digital experiences on the fly. It’s incredibly easy to overlook key opportunities that move the needle on engagements or conversions without a plan in place.

To deliver on the ‘perfect’ user experience, digital optimizers and UX teams can follow these three fundamental steps:

1. Plan and prioritize your optimization opportunities

After using tools like behavior detection, session replays, and heatmaps to thoroughly investigate your site’s user experiences – which we’ve reviewed in detail within this separate blog – it’s time to resolve key user obstacles.

If executed properly, an improved user interface could raise your website’s conversion rate by up to 200%, and a better UX design could drive your conversion rates up to 400%. However, don’t just jump into the first optimization issue you find.

To make optimizations impactful from the get-go, assess and prioritize your user experience fixes based on their potential impact and level of difficulty. Best practices include addressing ‘low-hanging fruit’ like broken links or button first as quickly as possible, while carefully planning efforts to tackle larger projects a user interface redesign on your homepage.

Of course, any given optimization project may require collaboration between marketers, web analysts, optimizers, and designers. Be sure to coordinate timelines and handoffs between different teams or users could be the ones suffering the consequences.

2. Calculate your team’s progress with benchmarks

With your optimization program underway, you’ll consistently chip away at those bottlenecks and frustrating experiences hurting engagements and conversions. But in order to truly understand the success of your optimizations, you’ll need to measure progress by using a team-wide key performance indicator (KPI).

By comparing results of your KPI before and after UX fixes, you can identify successful or failed optimization projects. Whether your KPI is an industry-favorite like Net Promoter Score (NPS) or an AI-powered metric like Decibel’s Digital Experience Score (DXS), you’ll be able to grade your progress with ease.

Quantifying your optimization efforts has become a major differentiator among industry leaders: 69% of high-performing organizations say their CX measurement program is very or extremely mature, compared to only 1% of underperformers.

Knowing exactly how changes to your website or app perform allows your team to adjust along the way, and ultimately fine-tune your optimization efforts moving forward.

3. Consistently monitor and improve user experiences

With improvements made across your website or app, there’s one factor which separates high-performers and low-performers at the enterprise level: consistency.

53% of consumers feel brands fail to meet their experience standards, and inconsistent digital optimization programs is a major contributor.

Digital teams who procrastinate or neglect resolving poor user experiences often see those issues snowball until they become too big to ignore. This only makes optimization projects more challenging when you finally get around to them, and only sabotages your engagements and conversions in the process.

Like nurturing a flower or house plant, it takes consistent care to produce the perfect conditions for your website or app to thrive. Your team should continue to monitor and improve user experiences, otherwise you may end up right back where you started.

Calculate the Return on Investment (ROI) of Your Optimizations to Secure Leadership Buy-In

When you get down to it, proving the ROI of your website or app optimizations is often what matters most to business leaders. Unfortunately, 50% of CX professionals say they are unsatisfied with their organization’s ability to quantify the impact of customer experience on business KPIs like revenue, churn and lifetime value.

This presents a major challenge for digital teams, as CX thought-leader Dylan Quah emphasizes: “when executives are scrutinizing the real value of customer experience investments, it is a necessity for CX teams to focus on business value.”

To learn how to quantify that all-important business value of your team’s efforts, download The Ultimate Guide to Optimizing Digital Experiences for Enterprise, which includes:

  • 2 methods for measuring user experience quality
  • 3 ways to investigate user experience issues
  • How to measure the ROI of your optimizations

Topics: Digital Experience, User experience
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