{"id":6003,"date":"2019-01-14T07:00:50","date_gmt":"2019-01-14T13:00:50","guid":{"rendered":"http:\/\/juneux.com\/blog\/?p=6003"},"modified":"2019-04-17T11:18:32","modified_gmt":"2019-04-17T16:18:32","slug":"28-reasons-to-invest-in-ux-research","status":"publish","type":"post","link":"https:\/\/juneux.com\/blog\/2019\/01\/28-reasons-to-invest-in-ux-research\/","title":{"rendered":"28 Reasons to Invest in UX Research"},"content":{"rendered":"\n<p class=\"has-medium-font-size\">A common misconception about UX research is that it only involves usability testing websites and apps.<\/p>\n\n\n\n<p>In reality, testing websites and products to ensure they\u2019re easy to use is a very small part of the user research discipline. <\/p>\n\n\n\n<p>Instead, think of UX researchers as business strategists. They live at the intersection of customer needs and business strategy\u2014driving head-turning results. No joke, customer-obsessed companies <a href=\"https:\/\/www.forrester.com\/report\/CX+Quality+Can+Affect+Stock+Performance\/-\/E-RES142033\">outperform<\/a> the S&amp;P 500 by leaps and bounds.<\/p>\n\n\n\n<!--more-->\n\n\n\n<p>Below are 28 reasons to hire a UX researcher and catapult your business results. Which metric is most valuable to you?<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Improve profitability<\/h3>\n\n\n\n<p>Conduct user research to uncover mistakes, inefficiencies, and problems that eat away at your company\u2019s profits.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>What are the reasons customers call?<\/li><li>What are the reasons customers return products?<\/li><li>What are the reasons your company doesn\u2019t process or ship products more quickly?<\/li><li>Which routine tasks do employees complete manually that could be automated?<\/li><li>Are there more efficient ways of serving customers?<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">2. Increase gross revenue<\/h3>\n\n\n\n<p>With user research, find the reasons why customers don\u2019t buy your products, purchase more of them, or purchase ever again.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Can customers find your products?<\/li><li>Do customers understand your products?<\/li><li>Do customers have enough information to purchase your products?<\/li><li>Why do customers stop purchasing?<\/li><li>Why do customers purchase a competitor\u2019s product and not yours?<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">3. Reduce customer complaints<\/h3>\n\n\n\n<p>Customer complaints are harmful for 2 reasons: not only are you at risk losing this customer forever, but they may tell friends about their negative experience, too.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Why do customers complain?<\/li><li>Where do customers complain\u2014to you, on social media, or by word-of-mouth?<\/li><li>What is the total volume of complaints &amp; is it improving over time?<\/li><li>What is your overall brand reputation?<\/li><li>How quickly are customer complaints resolved?<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">4. Improve conversion rates<\/h3>\n\n\n\n<p>Conversion rate is the number of people who reached Point B from Point A: making a purchase, generating a lead, creating an account, downloading a trial, subscribing to a newsletter, etc.<\/p>\n\n\n\n<p>A <em>micro<\/em>conversion is a smaller event: clicking a link, watching a video, opening a file, etc.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>What prevents people from converting?<\/li><li> Why do customers abandon?<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">5. Increase employee productivity<\/h3>\n\n\n\n<p>Maximize the time employees spend while at work. Look at the systems and tools they use, their physical workspace, business policies\u2014and then keep an open-mind to different ways of approaching work.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>How long does it take employees to complete key business tasks?<\/li><li>How do employees complete key business tasks? <\/li><li>What are the barriers to completing key business tasks?<\/li><li>What is the average system downtime?<\/li><li>Do employees have the tools they need to complete their tasks?<\/li><li>Do employees have the information they need to make sound decisions?<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">6. Prioritize your product roadmap<\/h3>\n\n\n\n<p>With a thousand and one ways to improve your product, product teams need to know which ones will have the biggest impact.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Which features do customers like and regularly use?<\/li><li>Which features cost money because they don\u2019t provide value or are difficult to maintain?<\/li><li>Which features solve customer problems vs. just business problems?<\/li><li>Which features are must-have vs. solve an unmet customer need?<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">7. Improve marketing spend efficiency<\/h3>\n\n\n\n<p>When talking about marketing spend with clients, I often draw a picture of a sales funnel, and then I sketch a clump of land mines\u2014representing bad UX\u2014at the bottom of the triangle. <\/p>\n\n\n\n<p>Clear the land mines and make ad dollars go further.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Who is your target audience? <\/li><li>What do they care about? What are their pain points? What motivates them? What turns them off?<\/li><li>Who or what influences their decisions?<\/li><li>Where do they hang out?<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">8. Reduce customer churn<\/h3>\n\n\n\n<p>Ugh, it\u2019s no fun losing customers that you worked so hard to attain. <\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Why do customers leave? Where do they go?<\/li><li>What is their onboarding experience like? What are the pain points, gaps, and barriers?<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">9. Reduce employee turnover<\/h3>\n\n\n\n<p>Unhappy employees are unengaged employees. Air hockey, unlimited snacks, and on-site daycare are effective tools to keep employees at work longer each day, but they don\u2019t make them happier.<\/p>\n\n\n\n<p>Happy employees find meaning in their work.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Do employees feel they are empowered to improve the customer experience?<\/li><li>Are CX metrics artificially inflated because employees feel pressured to obtain high marks?<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Not convinced yet? Here are 19 more reasons.<\/h3>\n\n\n\n<ul class=\"wp-block-list\"><li>Higher Margins<\/li><li>Higher Customer Lifetime Value<\/li><li>Increased Wallet Share<\/li><li>Lower Cost of Returns<\/li><li>Lower Replacement Costs<\/li><li>Lower Cost of Service<\/li><li>Lower Complaint Costs<\/li><li>Lower Compensation Costs<\/li><li>Lower Cost of Sales Acquisition<\/li><li>Lower Cost of Training<\/li><li>Lower Management Overhead Costs<\/li><li>Lower Retention Costs<\/li><li>Lower New Product Development Costs<\/li><li>Lower Cost of Sales Acquisitions<\/li><li>Reduce Lost Revenue<\/li><li>Reduce Marketing Costs<\/li><li>Reduce Cost of Recruiting<\/li><li>Reduce Cost of Defect and Error Rates<\/li><li>Reduce Upsell and Cross-Sell Costs<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Related Articles<\/h3>\n\n\n<ul class=\"wp-block-latest-posts__list wp-block-latest-posts\"><li><a class=\"wp-block-latest-posts__post-title\" href=\"https:\/\/juneux.com\/blog\/2023\/06\/discovering-hidden-insights-with-kano-analysis-a-case-study\/\">Discovering Hidden Insights with Kano Analysis: A Case Study<\/a><\/li>\n<li><a class=\"wp-block-latest-posts__post-title\" href=\"https:\/\/juneux.com\/blog\/2023\/05\/esat-csat-a-survey-alignment-love-story\/\">ESAT &#038; CSAT: A Survey Alignment Love Story<\/a><\/li>\n<li><a class=\"wp-block-latest-posts__post-title\" href=\"https:\/\/juneux.com\/blog\/2023\/05\/ux-research-toolbox-anatomy-of-a-compelling-narrative-for-your-ux-research-reports\/\">UX Research Toolbox: Anatomy of a Compelling Narrative for Your UX Research Reports<\/a><\/li>\n<li><a class=\"wp-block-latest-posts__post-title\" href=\"https:\/\/juneux.com\/blog\/2023\/05\/data-overload-how-to-manage-the-flow-of-cx-insights-effectively\/\">Data Overload? How to Manage the Flow of CX Insights Effectively<\/a><\/li>\n<li><a class=\"wp-block-latest-posts__post-title\" href=\"https:\/\/juneux.com\/blog\/2023\/05\/bias-free-ux-research-innovative-approaches-to-mitigating-bias-in-the-research-process\/\">Bias-Free UX Research: Innovative Approaches to Mitigating Bias in the Research Process<\/a><\/li>\n<\/ul>\n\n\n<div class=\"wp-block-button is-style-squared\"><a class=\"wp-block-button__link has-background has-vivid-cyan-blue-background-color\" href=\"http:\/\/juneux.com\/blog\/contact\/\">Contact June UX<\/a><\/div>\n","protected":false},"excerpt":{"rendered":"<p>A common misconception about UX research is that it only involves usability testing websites and apps. In reality, testing websites and products to ensure they\u2019re easy to use is a very small part of the user research discipline. Instead, think of UX researchers as business strategists. They live at the intersection of customer needs and &hellip; <a href=\"https:\/\/juneux.com\/blog\/2019\/01\/28-reasons-to-invest-in-ux-research\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;28 Reasons to Invest in UX Research&#8221;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[16],"tags":[],"class_list":["post-6003","post","type-post","status-publish","format-standard","hentry","category-user-research-3"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>28 Reasons to Invest in UX Research - June UX<\/title>\n<meta name=\"description\" content=\"UX strategy is business strategy. 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