Posted by Nolan Wilson
on Fri, Aug 22, 2014 @ 11:20 AM
We all know that ROI is one of the most important measures of success for any organization. It is an indication that you are making the right decisions, using the right strategies and getting the results you anticipated. Without a positive return on your investment in any business strategy, you will be hard pressed to be successful in the long term.
However, with the shift in how business is conducted online and the more engaging nature of eCommerce, there is another very important measurement that all companies should look at – the return on user experience.
Return On User Experience in the eCommerce Era
The importance of providing a memorable user experience has been written about extensively in eCommerce and inbound marketing circles as of late. Your customers are now more demanding than ever. They want more than just high quality goods and services – they want a personalized and memorable user experience when they engage with your brand online. If you don’t provide a great user experience, they will look elsewhere to get it.
User experience is the key to successful eCommerce strategies. Now more than ever, your eCommerce strategy needs to include ways to create a dialogue with your customers as part of your online sales process.
You can no longer afford to be an authoritative information provider. Everything you create should elicit a response – comments, clicks, likes, and shares. You need to be part of the conversation to enhance your customers’ experience with your brand.
This begs the question: Are you measuring the return on your user experience?
A Hybrid Metric
As eCommerce, social media, and new capabilities online continue to evolve at a rapid pace, it is changing the way that people interact online, and it changes how we need to measure success. With the growth in the importance of the customer experience, new metrics are required – metrics that are a blend of traditional business metrics, technology, and experience factors.
This brings up a number of important questions to consider:
In this era of eCommerce and customer experience, how do we measure effectiveness?
How do we measure value and return on experience?
Where do companies invest resources in order to create memorable experiences and connect with their customers online?
These are all questions that you need to consider when developing your eCommerce strategy and plans to engage your customers at various touch points online.
Why User Experience Metrics Are Important
User experience metrics are the key to better understanding your customers. Perhaps their most valuable attribute is they can tell you about the things your business is doing that are preventing your customers from getting the optimal and personalized user experience they are looking for.
User experience metrics can tell you:
The usability of your website and potential design barriers that are reducing user engagement
How successful user experiences are, and the impact they have on marketing ROI
The impact your social channels are having on customers
Where you need to focus your customer experience initiatives
The type of content and customer service processes that need to be in place to enhance user experience
Overall, integrating new metrics such as your return on user experience will show you how to create more valuable, personalized and intuitive experiences for your customers. They will also provide further insight into how you can more effectively measure user experience during each interaction and at each stage of the sales process online.
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Nolan helps businesses plan, strategize and create content to support inbound marketing campaigns. He keeps up with the latest trends and developments in content development and SEO to ensure your content meets the ever-changing standards of Google and is positioned to help you exceed your online marketing objectives.
Let WhiteSpace handle your content so you can focus your time on what you do best – Successfully running your business.