Customer problems erode your bottomline. Chip away at them using a human-centered approach to design solutions, and then continually measure performance using CES (customer effort score). If you’re not sure where or how to begin measuring the impact of design, I recommend starting with CES.
Sales. Orders. Average Order Value. Churn. What do all of these things have in common? They are all examples of metrics that companies obsessively measure. What’s a critical metric that more than half of companies aren’t tracking? Design.
Companies obsessed with customer experience (CX) enjoy lower acquisition costs, deeper customer loyalty, reduced sales cycles, higher revenues, and many more benefits than their unobsessed counterparts. But not every company achieves rockstar status by investing in CX. Why not? Some companies apply CX principles too sporadically to be effective. But the main reason is most … Continue reading “How to Tie CX to Revenue”
After conducting a survey with your analytics dashboard user groups and interviewing all of your key dashboard stakeholders, next look for themes. This is the third post in a blog series about redesigning your analytics dashboard. Start from the beginning. Why organize into themes After interviewing your stakeholders, you will likely walk away with dozens of questions … Continue reading “Categorize Dashboard Interview Findings into Themes”
Conducting a survey about your website dashboard’s effectiveness will help you quantify its most useful information or shine a light on its biggest flaws, but the “why” will still be elusive… Why co-workers need certain data. Why they ignore other information. Just like the website itself — the deepest, most revealing insights will come from talking to … Continue reading “Interview Your Dashboard Stakeholders to Uncover Pain Points + Questions”
Just like your website, it’s critical to measure the performance of your analytics dashboard. Are people using it? Do people attain significant value from it? This is the second post in a blog series about redesigning your analytics dashboard. Start from the beginning. Why benchmark So, you’ve decided that your current dashboard isn’t working anymore … Continue reading “Benchmark Your Web Analytics Dashboard’s Effectiveness”
Do you routinely use your analytics dashboard to make strategic and tactical decisions about your website? No? It might be time for a dashboard redesign. Create a platform for meaningful, actionable insights Over the next few weeks, I’ll break down how to reimagine your current dashboard to enable more meaningful, actionable insights. Step 1: Benchmark … Continue reading “Redesign Your Web Analytics Dashboard for Better Insights”
If you want to improve the usability of your website, increase revenue, decrease customer service costs, or change any other critical business metric — there is only one tried-and-true way. Acting on actionable insights. What is an actionable insight? Actionable insights are… well, they’re insights that you can act on. Actionable insights are not: How … Continue reading “How to Identify Actionable Business Insights”
What color is your “free trial” or “free demo” button? Is it green? Since I started paying attention, I have noticed that green seems to be the predominant color among free trial CTAs. Do these web marketing managers know something we don’t? Have you tried A/B testing the color of this button on your site? … Continue reading “What Color Is Your “Free Trial” Button?”
Next Friday morning, I will be speaking at the Nonprofit Communicators Workshop: “Overcoming Analysis Paralysis.” Note: This workshop took place Dec. 13, 2013. In this workshop, my co-presenter Kate Borman and I will be helping nonprofits develop an analytics framework, then provide practical advice on how to set up, manage and analyze a campaign using Google … Continue reading “Nonprofit Workshop: “Overcoming Analysis Paralysis””