In many organizations, user research creates friction. It directly challenges the intuition of others, often at the highest levels. It slows product development. It costs money. It has no clear ROI.
But it’s also essential—89 percent of customers stop doing business with a company after a bad experience. User research delivers the quantitative and qualitative insights to improve those experiences.
Selling high-end goods, services or experiences isn’t the same thing as selling the low and mid-tier alternatives.
And in the 1990’s, Ford Motor Group learned that the hard way. They bought high-end car brands like Aston Martin, Jaguar and Land Rover thinking they would be able to successfully grow these brands using the same marketing and operational methods that made Ford so successful.
And for nearly 20 years, Ford’s luxury division lost money until it was sold off in 2007.
The key learning here was that the techniques that work for mass-market products don’t work for luxury goods or services. Keep reading »
Designing your website requires a studied understanding of human behavior if you want to increase your conversions. Using psychological tactics in your design to appeal to potential customers can help do this, but you must first know how users’ decisions are made.
Daniel Kahneman presents two thought systems that can give marketers a framework for how to target their ideal clients through site design and get a major uplift in conversions.
Usability testing is important, but when you’re juggling tons of other tasks – acquisition, hiring, and whatever other fires you need to put out daily – it can be thrown on the back-burner.
“I don’t have the luxury of focusing on UX right now,” you may say to yourself.
But this guide will prove that usability testing need not be time consuming, expensive, or obstructive to any other priorities you may have. In fact, you can run quite lean and get game changing insights pretty quickly.
Customer journey mapping is a widely used and impactful technique that can help you make better product, marketing, UX, and merchandising decisions.
However, like other UX research techniques (including user personas), there’s some vagueness and obscurity around how to actually create customer journey maps.
Understanding how to reduce churn is critical to the success of your SaaS company.
David Skok, who is a must read for all startups, explains that as a SaaS company grows, the size of the subscribers/customers/users who no longer do business with the company will also, organically, grow.
In the pursuit of sustainable and consistent ecommerce growth, we look to many places: content, SEO, Facebook, Instagram, paid acquisition, new channels, growth hacking.
But rarely do we turn the focus to our own website and ask, “how can we improve our own ecommerce user experience to drive growth?”