Who’s Responsible for Improving Website Experiences? Start with These 6 Teams

Liam Burns
Written by Liam Burns
June 18, 2020

For many organizations, there’s no single team or department to shoulder the load of website and app optimization. In fact, 80% of companies say their digital transformation efforts involve multiple business units or the entire company. From streamlining site navigation and functionality, to nailing web copy and user interface design – it takes multiple roles to deliver high-quality digital experiences.

We’ve identified six teams that play a crucial role in shaping the experiences customers have on websites and apps. While your own digital team structure and responsibilities may differ or even overlap, the tips we’ve provided should prove relevant regardless of your set up.

1. Web Analysts

Modern customers hold high standards: 88% of online shoppers say they wouldn’t return to a website after having a bad user experience. To meet rising customer expectations, your web analysts must track user behaviors to reveal poor experiences and use data that definitively quantifies your website performance.

To do this, they’ll need to use behavior detection to track ‘digital body language,’ like rapid multi-clicks or device rotation, to learn the user state of mind during sessions. Pair those digital behaviors with metrics like Net promoter Score (NPS) or Decibel’s Digital Experience Score (DXS) to measure overall experience quality across user journeys, and web analysts can indicate where optimizers and designers should direct their focus.

2. Digital Optimizers

Surprisingly, just 55% of companies currently conduct any user experience (UX) testing, which undoubtedly leaves potential website or app improvements on the table. It’s key for digital optimizers to run various rounds of A/B testing and find opportunities to reduce any user journey bottlenecks.

During these tests, optimizers should hunt for specific touchpoints and interactions causing poor results within each round of testing, like slow loading multimedia content or clunky contact forms. From here, the focus shifts towards resolving those clear experience issues impacting your key KPIs – whether that’s your retention rate or customer lifetime value.

3. Product & User Experience Designers

A well-designed user interface can boost your website’s conversion rate by up to 200%, and seamless user experience can drive conversion rates up to 400%. Your product and UX team should prioritize evaluating your user journeys and revise page layouts and interfaces accordingly.

Success here will hinge on the use of tools like session replays and heatmaps to step into a user’s shoes and note the best and worse areas of content, functionality, and overall user experience design. Practitioners can aim to replicate those best experiences producing the most engagements and least frustration across your website or app, which inevitably sets up more user journeys for conversion success.

4. Ecommerce Operators

Ecommerce sites can gain a 35% increase in conversion rates with a fully optimized checkout design. For your ecommerce platform to drive similar results, your team needs to measure customer demand and fulfillment quality to streamline your end-to-end checkout processes.

Your ecommerce specialists and operators should become obsessed with uncovering online shopping obstacles by linking user behaviors and journeys with completed purchases. This team must prioritize developing improvements which create seamless user navigation, highly personalized buying experiences, and simple checkout forms to fast-track purchasing – a recipe for conversions.

5. Digital Marketers

65% of marketers find it hard to produce engaging content, but your team can combat this potential challenge by analyzing and optimizing messaging. To create truly compelling content that fuels lead flows, your digital marketers should determine the best performing copy and campaigns. It’s then a matter of applying those learnings across all other content.

Your digital marketing team can determine the best content by using journey discovery and segmentation tools to define high-conversion versus low-conversion paths, noting content themes and patterns affecting those outcomes. Moving forward, marketing efforts and webpages with fully optimized content will produce better engagements and conversions.

6. Customer Support Managers

As a customer experience thought-leader, Kerry Bodine emphasizes that “an understanding of customer feedback doesn’t tell you all you need to know about your customers’ experiences. To get the full picture, you also need to understand actual customer behavior.” Your customer support team must monitor user frustrations and work to contextualize poor experiences to reduce customer issues.

Customer support managers and specialists can get into the mind of users by supplementing frustration behavior data with voice of customer feedback, to truly pinpoint your biggest customer pain points. These insights allow your frontline support to relay detailed experiences issues for optimizers and designers to resolve confidently.

Align Your Digital Teams on Optimization with a Simple Process

With a clear structure for designating responsibilities between different departments, teams, and practitioners, your optimization program can operate like a well-oiled machine.

However, it takes more than assigning tasks and deliverables amongst your teams. Successfully optimizing user experiences within your website or app takes a simple and cohesive plan. Download The Ultimate Guide to Optimizing Digital Experiences for Enterprise to learn a basic 4-phase process for optimizing digital experiences, which includes:

  • 3 ways to investigate user experience issues
  • 3 steps for implementing digital optimizations
  • How to measure the ROI of your optimization efforts
Topics: Customer Experience, User experience, Website Performance
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