How Measuring Customer Experience Translates to Customer Success

How Measuring Customer Experience Translates to Customer Success

by Jake Kinzelberg Posted on Nov 15, 2017

Building a website is like entering a dark room. You have a general idea where everything is or is supposed to go, but when the light is off, and you can’t see anything, it can be hard to get what you need.

Imagine you have a website and you know where you want your users to end up, but when they enter it for the first time, for them it can be like entering a dark room. Whether you work in customer support, program designer, or sales, you need to be able to help turn the light on for that customer. First, though, you need to know what’s going wrong. Why can’t the user find what they’re looking for, and how can you make the entre process better?  How can you measure that customer experience? While there are many suggested metrics, these 6 keys will unlock the mysteries of the digital customer experience and improve the user’s journey on your website.

6 Ways to Measure Customer Experience

1. Website Load Times -If users constantly have to wait for each of your website to load for even more than a couple seconds, there is a very good chance that the bounce rate for your site will be higher than sites that load faster. According to an infographic by LoadStorm, if a customer is not engaged by your site within the first 5 seconds, they will leave your site. That means the load time for your website must be incredibly fast and efficient, if not instantaneous.

 

2. Effective Landing Pages-The digital customer experience is one that hinges on the visual element. Whether sites are designed with clear, simple layouts, or overloaded with images and pop-ups, can affect the user’s experience. If a user can find what they are looking for in a quick and straightforward manner, it makes the page more appealing than one that is cluttered. If the goal is for the user to make a conversion, whether that it be a download or a sale, time is of the essence. If they can’t find what they’re looking for in a reasonably short amount of time, then what’s the point of digging through the site trying to find it?

 

3. Customer Support Response Time- Remember that dark closet we talked about earlier? What happens when a user gets lost and your support team can’t find out where they are, either? A disgruntled customer means most likely a lost customer, so if solutions cannot be found quickly, you are more likely to use a potential customer. This is what makes session replay tools so important: they can track a user’s experience

 

4. Time on the Site-Visit duration is a very good indication of website success because the longer a visitor is on your site, the more likely they are to complete the conversion. Not only that, but a longer visit means more familiarity with your site, and the more likely it is that they will share something from your site on social media, or simply tell a friend that your site is worth visiting-all of which lead to bigger payoffs in the end.

 

5. Platform monitoring-It is likely that most visitors won’t just visit your website only as a desktop site. Nowadays, it is increasingly more likely they will look at the same page on a tablet or smart phone and expect the same results. Therefore, your page needs to be optimized for all platforms so that the user can have an equally good experience across all platforms. If your mobile site lags, but your desktop site excels, you still can’t be guaranteed the successful results you are looking for.

 

6. Calls to Action-This is the ultimate goal. Whether it’s a sale, a registration, or even a signature, this is goal you want the user to meet, no matter what, and you have to get them there. By designing an effective website, understanding how your site is working, and making sure your visitor can efficiently use your site, will all impact the final statistics regarding your calls to action.

 

Creating an Ideal Website

This may sound like an impossible task, but the secret behind a website that leads to customer success is one with a team that understand the metrics behind site behavior and dynamics and remembering that the website customer experience is by far one of the most and crucial key points.. With tools like website session replay and clickmaps, Glassbox’s suite will set your website up for success by measuring the customer experience. When a company understand the elements behind the scenes of their website, they can create a better end product for the user and achieve their goals at a faster rate.

For more information about how Glassbox maximizes your experience performance and can help your company achieve its full potential, fill out the form below for a demo.

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