Chart of the day: customers expect more personalized experiences according to businesses and that's why they are prioritising improving CX
Customer Experience (CX) improvements are being led by customers wanting more personalized experiences according to new research. Customer expectations are essentially driving CX prioritisation.
7 in 10 businesses said they were improving CX because customers expect more personalization, whilst 6 in 10 simply said they want to improve customer loyalty, which makes sense, we all want loyal customers!
I think they are right though, customers expect far more personalization and many businesses are still not personalizing the experience for customers. It's great to see that businesses realise that customers have a desire for personalized experiences, but now they are expecting this and therefore it's important that businesses start to prioritize this and act fast.
You'll notice the least concern was competitors delivering a better experience,…
Chart of the day: the more senior someone is in a business, the more they believe that they offer a good customer experience (CX).
The Customer Experience industry report 2018 by uisertesting.com has found that executive level professionals and those who work in CX management think they have a good CX, whilst UXers, product manager, and researchers believe their CX is less good. Executives may be far too confident about their CX which leads the report and me to suggest that the more senior managers could be less aware of the real CX in their business.
Respondents also reported that good CX is critical to their businesses success, CX is recognized as being incredibly important to the success of a business.
User research is also recognized as helping business growth. The majority also want more user testing…
New Mckinsey research highlights how to improve satisfaction
McKinsey's research on customer satisfaction highlights that consistency of service delivery is crucial. They have themed their findings around the 3Cs of Customer Satisfaction, thats:
We all know that the economic climate and easier on-line access to goods and services, increases customer choice and this can lead to lower levels of loyalty, if we don't look after customers after the first touchpoint and beyond.
We're recommending this research since it shares research on customer satisfaction across 14 sectors: Brokerage, banks and health providers ranked high whereas car insurance, retail, telecoms and postal services were less favourable as shown on the graph:
Findings highlighted that brand and service are key to customers, and research from 27,000 USA American consumers across 14 industries found that effective customer journeys are important.
Let's look at the…
Interview with Sarah Gill, Digital Marketing Manager at Newcross Healthcare solutions
Is the customer at the centre of your strategy?
That’s the current discussion as to how organisations are shifting their digital strategies to appeal to the demands and requirements of their audience. But to really embrace the voice of the customer, organisations need to reach out and build relationships with their end user.
That’s why the growing importance of User experience and Customer experience should be considered an essential part of any digital marketing and communications strategy if it wants to represent the true needs of their audience.
To discuss in more detail I caught up with Sarah Gill, a digital marketer who spends much of her time specialising in both customer and user experience. We discuss the differences between both approaches and what should be incorporated within a strategy.
Sarah also provides a handy 6 step framework to use as well as some practical advice on how organisations…
Recommended best practices for Product Listing Pages
This is the third in my series of posts to share best practices on design and user experience for retail sites. My post aims to give you some tips to consider for testing improvements and designing your Product Listing Page (PLP). For each site page template type I have created a wireframe summary of a typical responsive site layout for desktop or tablet rendering showing key design elements, to give you a toolkit to review and optimize your pages.
If you work in design or merchandising for a retailer, or are involved in design at an agency for retail client’s accounts, then I hope these templates and tips will help you along the design/re-evaluation process to maximise results from your pages.
For retail sites, PLP pages sit within the category hierarchy and provide a list of all products available within a chosen category. For large catalogue retailers, these are usually…
Recommended design patterns and best practices for retail Home Pages
This is the first in a series of posts from me in which I hope to give you ideas to consider for testing improvements to page elements on Ecommerce sites following emerging best practices. In each post I will provide a wireframe summary of a typical layout showing key design elements, to give you a toolkit to review and optimize your pages.
In this first guide, we have focused on Desktop and tablet design and merchandising elements since in today's era of mobile responsive and adaptive web designs, the smartphone experience is usually simplified in style and content - so it needs separate treatment which we cover in our mobile marketing guide.
If you work in an ecommerce team at a retailer, or are involved in design for your client's accounts, then I hope these templates and tips will guide you along the design/re-evaluation process to…
Recommended design patterns and best practices for your Checkout Funnel
Checkout design is the last in our series of posts covering design best practices for different parts of the Ecommerce customer journey. Previous posts include discussion and examples and potential design elements to test for:
Product listing or category page
Site search pages
Shopping Basket design
Design issues for the checkout pages?
Checkout is the most critical part of the conversion path in some ways since it throws many challenges, due to the multiple stages, with each step influenced by the previous one. It is further complicated since it's not necessarily linear; so there is no standard path from start to finish and so this depends on the user's profile, where some steps can be skipped.
In the Smart Insights Ecommerce design guide, I focus on 3 stages:
1. Sign-In /Register
2. Personal Details and Addresses.
and 3. Payment.
One size doesn't fit all for the checkout flow,…
How the Designer Rebecca Minkoff is using Touch Screens to recreate the Online Shopping Experience
Retailers have become creative in their use of digital technology to create an interactive shopping experience, as the trend continues as buyers are showrooming and stores are looking for ways to interact with their buyers in-store to boost sales. During Christmas, we showcased how retailers such as Ted Baker and Barneys created exciting digital displays and this has been embraced on a personal level, by the Designer Rebecca Minkoff in her American Stores.
The Minkoff stores were looking for 'a problem-solution approach' to technology; to take away the frustrations and pains of shopping. Their solution was to provide touchscreens as part of the shopping experience. In-store shoppers can request items and ask for assistance in their dressing rooms via touchscreen wall technology. There are instant…
New Research - The SimpleUsability Online Experience Index for the top 5 Mobile Phone Companies
This post summarises new research from SimpleUsability who reviewed the quality of customer experience delivered by 5 leading mobile networks / telecoms retailers: Three, EE, O2, Virgin and Vodafone. This builds on previous research covering online appliance experience and clothing retail experience.
Key findings from the research of telecommunications websites
Good brand positioning and OVPs, 'though navigation could be improved.
Lengthy checkout processes, with a mix of poor and good information support.
Good product selection filters.
Most websites had a search function, though presentation could be improved.
Persuasion, Emotion and Trust (PET) techniques were low - Proof and Trust shown by only two companies.
Methodology for researching the ecommerce websites
To score each site’s overall experience rating, a panel of expert UX professionals assessed the site in the context of a core user journey of browsing a new mobile phone..
The examiners rated…
Testing of over 900 Ecommerce sites shows how 'cleaner' designs can increase ecommerce sales
What can the fastest-growing eTailers teach us about visual design? Anyone involved in the design or marketing of ecommerce sites has had the discussion at some point: 'is this design too busy? Too cluttered?'
As it turns out, it probably is. And you can probably make more money by cleaning it up – at least according to our latest research here at EyeQuant, a German neurotechnology company that specialises in quantitative user experience metrics.
A classic debate put to rest by data
To examine the role of visual clarity in user experience, the EyeQuant team took a sample of 960 ecommerce designs and showed them to 500 users in pairs, asking which design felt 'cleaner'. After collecting responses from several hundred participants, the team ranked every design in the study and used this data to train an artificial intelligence that can…