• Jitka Kratochvílová

UX or how to avoid holding back your customers

Owners of e-shops usually bear in mind UX only once they have invested in advertising on Google and Facebook. Although it may bring crowds of potential customers to their website, only a handful of them actually buy. Where is the problem? Most likely on the website itself.

UX (user experience) refers to any interaction a user has with a product or service. However, various procedures and tools are a part of the abbreviation, although in such cases we refer to it as UX design. Which is a form of design for user experience.

What does a UX designer do?

The role of a UX designer is to find an intersection between the customers' needs and your business goals and design a website that suits the customers’ and earns you money. A UX designer typically looks at:

  • The structure of the website – to be clear, relevant and straightforward

  • Analytics – To understand who visits your website

  • Customer behaviour – where they click or why they don’t click

They can also suggest changes to the text, graphics, or layout of the components on a page if they judge that they no longer work for the customer.

Most used UX tools and their purpose

According to Peter Drucker, “If you can’t measure it, you can’t improve it.” — and we agree!

Amongst the most useful tools belongs mouse tracking, which gathers data of the cursor movement and can create heatmaps of the “hottest” positions where visitors move with the mouse. In addition, there are tools that use artificial intelligence to evaluate where people are most likely to look. It is merely an estimate, which may be false.

You can acquire even more precise information from session recordings of individual customer visits. These recordings can be monitored in real time, allowing you to see how long visitors are searching for something as well as any possible hesitation. For a detailed observation, you will however pay with your time.

Behavee has its own UX tools integrated directly within the platform. All you need is the Behavee Tools package or higher and you will be able to immediately start with A/B testing, generating heatmaps or monitoring your customers’ behaviour directly on your website.

UX analysis

In order to design a user-friendly website, you must first understand who your users are and what actions you want of them. UX analysis will help you with this – a report with evaluations and recommendations, which rely on UX tools and the specific know-how of an UX designer.

UX analysis should reveal areas, where customers encounter difficulties, or worse, are interrupted and you lose conversions and sales. The result is a detailed and clear plan on how to improve your website to ensure that your customers’ visits and purchases go smoothly.

There are two methods to make a website user-friendly – by designing a user-friendly website right from the start or not. In the first method, you have the advantage that your website is UX aligned right from the beginning and you most likely won’t need to make large and expensive additional modifications to the structure or graphics.

In the second, you may find that your website is poorly built from the ground up, having to completely redesign it. On the other hand, benefiting from a well-established website that people visit, so you can watch the difficult areas of purchasing, live. In both cases you cannot get by without user testing. You want to rest assured, that your design works and visitors do what you want of them.

UX vs. CX

Although not many people take into consideration UX design, it is a part of the marketing methods. On a higher level is CX (customer experience), the experience the customer encounters with your brand and product at every moment and situation (touch point), which they may face. For example, this could be a specific scent of shower gel in all hotels of the same chain or by creating an experience during unpackaging a product sent to your customer. Regardless to say, UX belongs to the customers experience. When people get lost on a website as users, it prevents them from becoming customers, let alone satisfied.