Articles and Research|December 17, 2019

Three UX Tips to Avoid the Snowball Effect in your Digital Experiences

This time of the year is all about staying cozy and warm, sheltered from what is going on outside. While this may be a good remedy against the cold December days, brands shouldn’t get too comfortable when it comes to their digital strategy. The last thing you need as a business is to land in a digital stagnation cocoon. 

Every now and then, companies are exposed to external or internal factors that can hamper their efforts to deliver a great customer experience (CX) and get in the way of them meeting their digital objectives.

There are several things you can do to avoid the pitfalls of a poor customer experience:

Customer satisfaction begins with team synergy. Getting everyone aligned around the same customer intelligence is the first step to being able to tackle CX improvements in a holistic, impactful way. 

The ability to create (and maintain) a deep connection with your customers is another key challenge for brands. Understanding what visitors are trying to achieve on your site or app is crucial to building trust and delivering an online experience that is helpful and ticks all the boxes.

Companies spend a tremendous amount of time, energy and money on acquisition strategies, but once traffic objectives are reached, you need to give your audience a reason to come back. Getting complacent is very easy, especially when site elements, and sometimes entire pages, are being neglected. 

The impact of neglecting some of these details is often underestimated, and what is initially perceived as a small thing can have disastrous effects on revenue and retention. 

Here are some examples of the snowball effect, and 3 tips on how to prevent them.

Don’t stagnate, innovate 

Stagnation is often characterized by the tendency of a company to rest on its laurels after meeting a period of success and growth. Once expectations are being met and results are being generated, the risk for your website is to stagnate and remain where it stands.

Keeping your customers excited and enthusiastic starts with making sure you always provide them with innovative digital experiences. As in any kind of relationship, users don’t like to be taken for granted — keeping it fresh will help keep the engagement up. 

The big disruptors are leveraging digital innovation and technology-powered convenience to build seamless digital experiences. Autonomy, speed, the ability to visualize products before buying… these are just some of the things technology has facilitated for consumers. 

Adobe Stock, via Instagram.Com/_alfil

 

Keep the communication lines open

As the saying goes,“either you follow up or you fold up.” Not being responsive to your users’ needs will annoy your customers, and even worse, lead them to write or voice bad reviews. Known as VoC, this method of airing out bad UX can have a tremendous impact on your bottom line, as is often emphasized by our digital strategists. 

Reviews make up the most commonly used VoC method. Positive reviews can boost a company’s reputation, but bad ones can severely damage a brand’s credibility. According to Inc, it takes roughly forty positive customer experiences to undo the damage of a single negative review. Communication is also making the customer understand that their needs are being prioritized and their voice is being heard. 

Adobe Stock, via Wei

 

Don’t let your digital strategy be an after-thought

In most cases, implementation is simply about what the future strategy of a company will be to increase conversion rates and boost visits on your site. 

When it comes to your website, you need a solid plan to minimize interferences and remove pain points to enable easy customer journeys. The success of your digital experiences rests on their ability to meet the expectations of your customers. While most businesses have embraced digital transformation and understand that customer intelligence is the foundation for a great CX, implementing a digital mindset remains a big challenge for many brands.

So, make sure your team is equipped with the right tools to implement a data-first approach to experience building and business decisions. 

The good news is, if you’re guilty of one of the above, it is not too late to react. A good way to counteract these snowball effects is to first acknowledge what has been neglected, take into consideration what could have been done earlier, and come up with a stronger digital implementation strategy. Understanding customer expectations has never been easier, nor has dropping intuition in favor of data.

 

Hero Image: Adobe Stock, via Maria Medvedeva

Author
Leah Israel

Leah is a Marketing intern at the US Contentsquare office. She loves using data to analyze facts and correlate causes to effects. Besides her work, she loves coming up with new ideas and contributing to her teamwork.

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