User experience (UX) is increasingly becoming a top priority for digital and e-commerce companies according to a new survey from Econsultancy and WhatUsersDo. The survey includes both client-side and agency respondent data that was collected during November and December 2012. The survey also discovered surprising results between the customer experience and UX testing.
Overall, Econsultancy found that most businesses are “enthusiastic” about giving the best experience to their users, but are not quite well equipped with the best testing measures for their UX technology. The report also detailed that 95 percent agreed with the statement: “Good user experience just makes sense.”
Businesses are increasingly focusing on UX as users move more toward daily use of their mobile devices. Consumers are shopping, browsing and interacting on their smartphones, tablets and other mobile devices at a rapid pace that challenges businesses to work faster to provide the best UX design. Because of this, 73 percent of respondents said that they were committed to improving their UX and customer experience.
Another 93 percent of companies agreed that improving their UX would prompt higher conversion rates among leads and strengthen brand loyalty and overall customer satisfaction. In spite of this, only 44 percent of the those polled felt that their own UX efforts were currently satisfactory.
In order to improve the customer experience, businesses first need to have the initiative to test their UX and make any necessary tweaks and changes. This also means having the right resources in order to do tests. However, only about 47 percent of agencies said that they were currently doing their own UX testing, while 28 percent said they were planning on doing their own testing within the next 12 months. Econsultancy did not ask if agencies were looking into third-party testing solutions.
The biggest set-back in UX testing according to the report was budget constraints, followed by the fact that companies are more concerned about traffic acquisition, and a majority are still not convinced on the importance of UX testing at all. This disconnect is more than likely due to a lack of information available on the importance of UX design and testing.
Econsultancy asked agencies what testing methods, in their own opinions, had the best return on investment (ROI). The biggest was in-person user experience testing at 51 percent, followed by content testing, such as A/B testing, at 43 percent and remote user experience testing, which WhatUsersDo provides, at 29 percent.
The report, and Econsultancy, stress the importance of being able to provide a memorable and quality experience to all customers, especially now that mobile is dominating the landscape and will only continue to become the standard of how consumers interact with the Web.
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