08 February 2013, London -- A global research survey has found that a majority of brands are knowingly failing their online customers, this according to new research published today by Econsultancy and WhatUsersDo.
In the User Experience Survey Report (http://econsultancy.com/reports/user-experience-survey-report), published by Econsultancy in partnership with WhatUsersDo (http://www.whatusersdo.com), over 60% of brand owners freely admitted they offered their online users only an average or below-average digital experience.
Although aware of the benefits of making customer experience central to their digital marketing strategies, only 18% of brands surveyed admitted to being “seriously” committed to delivering the best possible online user experience (UX).
The findings might indicate that although brands accept the conversion benefits of improving user experience it is still not perceived as an “absolute necessity” for keeping ahead of competitors and the ever evolving needs of the consumer.
There is no doubt that in a multichannel sales environment, customers now expect a seamless customer journey regardless of whether they interact with brands via their digital channels such as mobile, social media or more traditional methods such as phone or in-store.
With this in mind, it was still a surprise to see that only 7% of respondents believed they offered highly consistent user experience across digital channels with 37% rating their current user experience as good or excellent.
Lee Duddell, Head of User Experience and Founder of user testing company WhatUsersDo, said: “The digital landscape is changing faster than it ever has and is becoming more complex. Companies are grappling with not only how they can improve user experience, but how they find the budget, get board buy-in, embed it into their processes and prove the ROI.”
Although companies say they are committed to the best possible user experience, many are failing to test their web properties systematically and over-relying on hunches.
When asked about what informed their decisions to make user experience enhancements, the most commonly cited factors were customer feedback (75%), data driven from web stats package (67%) and ‘own hunches and instinct’ (62%).
The research found that nearly eight out of 10 (78%) companies were ‘extremely’ or ‘quite’ committed to delivering the best possible user experience, but only 55% actually conducted any user experience testing, with 39% of these only conducting it on major releases.
The research reveals that there is a lost opportunity for companies yet to embed user experience testing into how they develop and make improvements to their digital properties.
Econsultancy Senior Research Analyst, Andrew Warren-Payne, said: “Even though the majority of companies are committed to offering the best possible user experience, it appears that the approach taken to user experience is reactive and based on hunches, rather than a planned approach to testing that begins at the start and continues throughout any improvement project.”
Other findings from the report include:
--95% of company respondents agreed with the statement that ‘good user experience just makes sense’.
--93% believe that ‘optimising the user experience will improve conversions’.
--In terms of perceived return on investment, the top three user experience testing techniques listed by companies were in-person / lab user experience testing (49%), content testing e.g. MVT and A/B (48%) and remote user experience testing (34%).
--For those companies that are currently not conducting any user experience testing, 73% are planning to do so in the next 12 months
Get this report:
The User Experience Survey Report is available for Econsultancy subscribers to download here:
For more information about this report, contact:
Ryan Sommer, Content Marketing Executive, Econsultancy
ryan.sommer AT econsultancy.com
+44 (0) 207 269 1450
Andrew Warren-Payne, Senior Research Analyst, Econsultancy
andrew.warren-payne AT econsultancy.com
Econsultancy is a digital marketing best practice community and publisher, which educates the world’s marketers on everything from web analytics and email marketing, to social media, PR and ecommerce. Econsultancy provides independent research, consultancy services, and worldwide events and training for over 180,000 members and counting, and has offices in London, New York, Sydney, Singapore and Dubai. Econsultancy was acquired by Centaur Media plc in July 2012.
Founded three years ago by Head of UX, Lee Duddell, WhatUsersDo is an online User Experience Testing Service. WhatUsersDo is for ecommerce, marketing, customer insight and digital people who want to bring change to how they make digital decisions. We help you remove your hunches and act with greater confidence through user driven actionable proof. Join us in shaking off your internal focus with greater “user centric” insight. We urge you to improve your digital assets with our “why” based analysis and insight that compliments your existing “what” based analytics.
To find out more, contact Joseline McDonald, Marketing Manager, WhatUsersDo
Joseline AT whatusersdo.com
+44 (0) 20 7036 1954
Published on: 10:00AM on 8th February 2013