UX or User Experience is THE name of the game in the customer-driven market of today. Recently, a consolidated study by Forrester revealed a staggering stat – companies that gave UX-driven practices a priority saw a 17% revenue increase in comparison with a 3% increase number for organizations that were slow to adapt.
This is the innate power of UX; it might not be apparent to the naked eye in general, but what happens behind the scenes can make or break your business within a matter of days.
Let’s tackle this in an indirect manner by focusing on the challenges businesses are facing these days and how UX can help mitigate them if done right.
Simplifying the Admin Panels:
- Every e-commerce website comes forth with a backend wherein sales teams need to follow a particular administrative process to lock, store and register leads.
- If this system is a complex one, your good-old sales representatives will end up becoming data entry experts rather than exercising their sales mettle.
- Ergo, if you want to stay ahead in this numbers game, a smartly designed backend interface will boost your team’s potential in the sense that they will spend less time registering and more time ‘doing what they do best’. More calls = More sales. Period!
Target Higher Quality Leads
- This is the basic most basic essence of sales and dedicated marketing. If you wish to convert more consumers, you need to spend substantial time focusing on leads of a certain type.
- How can you conjure that? By modifying your UX in such a way that it caters to your TG in the most effective manner, which will not be a mammoth task once you get yourself properly acquainted with the buyer persona.
- Another important factor is the timing and placement of registration forms. Too soon or a little too late can make all the difference. Also, it should be interactive to attract valid answers.
Direct Inquiries To Dedicated Departments
- Having sales queries is a good thing; however, as they say, excess of everything is bad. Too many sales queries might indicate a major fault in the system, one which can be boosted through ample UX attention.
- Also, have dedicated lines/e-mails for different departments so that the sales department as a whole never gets flooded with queries that don’t fall in their arsenal.
- After all, you would want your valiant sales warriors to be out there in the battlefield rather than the emergency area.
Shopping Cart Abandonment: An Abomination
It might be a little hard for you to believe that over trillions of dollars are left stranded in abandoned shopping carts year on year. Want to know why? The reasons are fairly clear and simple and most of them revolve around UX inefficiencies:
- Complicated checkout process
- Total order cost wasn’t easy to calculate
- Long checkout process
- Website demanded new account creations before placing the order
- The website was laden with errors
It’s not easy to generate true leads; this job is made a whole lot tougher if a sensitive matter such as UX is ignored. Imagine getting targeted leads for the services/products you offer, only for them to be put off by a very long buyer form, which has no proper significance in the first place. This is where a concrete UX tips the tide in your favor.
Even if a few of these issues and misgivings sound familiar to you and your team, prioritizing UX is a foregone conclusion. A sales-makeover, of course, is a by-product of this but you’ll get much more – new customers, customer retention, good branding, to name a few facets.