How can digital experience data help improve UX?
Do you know a great user experience can help you secure higher conversion rates and more sales? Moreover, with the right UX, you can put your e-commerce stores on the right track for gaining success. But for this, you must collect digital experience data and learn how to interpret it. So, follow the below-given steps and take informed UX decisions.
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Gather and interpret digital experience data
Nowadays, devices are interconnected. Therefore, it’s not difficult to generate and gather customer data. Various platforms can help you gather information, and you can use it to make UX better. Luckily, most of these tools are free and easy to use.
Set a list of metrics and then start collecting data. These metrics can help you create a user-focused design. You can use various tools to know customer opinions about your brand. Ensure that you have an expert team to apply this data and improve the UX.
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Apply digital experience data driven decisions
Applying digital experience data to the decision-making process can help you retain customers and increase leads. For example, too much loading time can result in lost leads. As a result, there will be fewer sales, and you wouldn’t be able to scale your business. So, one thing is clear that UX is very important for businesses.
But the right and effective application of digital experience data can help you improve UX. You can make it possible by following the below-given strategies:
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Form a narrative from digital experience data
Now you have got customer data, but how effectively you can use it to improve UX will depend on how you build up a narrative. For example, stories can help to explore the needs of customers. Moreover, they can help us understand the challenges they’re facing. In our previous posts, we discussed that you need to put yourself in customers’ shoes to understand how they will interact with our brand or content.
You can do it by story mapping. As the name indicates, a story map documents take visuals of all paths customers take while interacting with your brand. It will show you everything from the initial path to the checkout process. You can see obstacles that customers face in UX. More importantly, you can fix them as well.
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Collaborate with customers
Another useful way to get customer data is to collaborate with the customer at each stage of the process. By getting continuous data, you can improve the design. The best way to get feedback is to use social media because it can help you find the challenges users face, gauge user feedback, and understand customer needs.
You can find the right audience for UX collaborations by building accurate customer profiles. Once you get the audience that meets your data-driven demographics, send questionnaires, surveys, and emails to those people.
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Review UX design changes continuously
At any stage, when you change any feature of UX, it can create problems for your audience. Therefore, there should be a strategy for reviewing the design changes. It’s crucial for the ongoing success of your website design.
A/B testing is the best approach because it will prevent your visitors from getting stressed. You can use it to get their feedback and implement changes before making your website live.
So, that’s how you can leverage digital experience data to improve your UX.
How can digital experience data help?
Data-driven analytics or data insights can help you transform the business environment in various ways. Some of them are:
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Collaboration
In IT firms, employees and team members work closely. So, when the data-driven approach is missing, most team members hesitate to work. Therefore, organizations need to use a data-driven approach to create the best working environment. It can help develop collaboration among team members and different teams.
>Digital experience data can lead to:
- Better performance and innovation
- Better teamwork across departments
- The right approach and quick results
- Low barriers among team members
But in this type of collaboration, every team member needs to collaborate.
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Use of native apps
In the last few decades, we have seen a boom in IT. The main reason is that the internet is available at a low cost. Moreover, more people are switching from laptops to mobile phones. Therefore, mobile apps can play a crucial role in the success of any brand. Therefore, in the last few years, a massive increase in demand for app developers has been observed.
More importantly, when apps are developed on a data-driven approach, they provide an unparalleled user experience. Apps built on data-driven technology can provide:
- Robust security and usability
- Support different channels and platforms
- Follow a unique approach to solve problems
So, without native apps, companies can’t run a successful business, especially when people prefer to make purchases online.
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Dependence on cloud services
Cloud services and digital experience data have revolutionized the IT industry. Therefore, all businesses globally are investing heavily in cloud services. Cloud services can help in recovery and scalability. Moreover, companies relying on vendors for cloud services are moving from different vendors to one vendor. These services can play their part in improving the UX.
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Digital experience data for self-service
There are various tools for self-service, and organizations need to add them to their websites, apps, and other touchpoints. It can only become possible with the help of digital experience data. Moreover, it can help:
- Save time
- Increase employee productivity
- Reduce the need for manual work
Therefore businesses now heavily rely on data to improve the UX. They can collect accurate data using the right tools like machine learning technology and artificial intelligence, or AI.
Can you leverage AI to improve UX?
Yes, you can, but unfortunately, some people still believe that the use of AI is limited to automating tasks. But they don’t know how AI can help them collect accurate data, marketing, and advertising. Moreover, brands can use AI to connect with customers. The best thing is you can use AI to improve user experience. Follow the below-given tips to leverage AI for improving UX.
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Your brand should have a differentiating factor
As you know, businesses are now becoming AI-driven, so there should be a wow factor that can make you stand out from others. For this, you need to identify your visual brand equity. These visual elements should be relevant and own able. AI-driven brand equity can help you collect digital experience data, and you can use it to improve the user experience significantly.
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Take advantage of audio tech
Like many brands have neglected AI or used it for limited tasks, the same is the case with voice assistants. It has been in the market for years, but most brands have neglected it. The main focus of developers and UX designers is on visuals. But using AI audio tech can connect brands with users on an emotional and sentimental level.
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Improve personalization
Brands can use AI to improve personalization. For example, you can offer add-ons, alter product options, or tell benefits that can help users in real-time. It will help customers find the products or services according to their lifestyle.
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Manage stock
Out-of-stock products can have a bad impression of your brand on customers, so both small and large retailers should use AI-driven technology to find out which items are out of stock and how to restock them. In this way, AI can help improve the user experience.
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Assess checks and balances
As mentioned earlier, you can use AI for marketing and advertising, and there are many applications for this task. But it’s important to keep an eye on return on investment. It can help you make timely decisions.
Final words
One thing is clear: it’s easy to gather digital experience data because various tools are available. Moreover, customer data can help brands test their design, customize platforms, and target their audience in the best possible way. As mentioned earlier, when you use data to improve UX, it can bring many benefits, and the most important ones are satisfied customers, increased leads, and more revenue. So, you can apply all the above strategies to improve your UX and conversion rates.
Tim Rotolo
Shruti Goli