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Optimizing New User Experience

How do you optmize new user experience for your app/website ?

After you have put so much efforts to attract new customers to use your product/app, the first ever experience your product give them should be special to them that makes them irresistible to use.

The first rule of designing and optimizing your new user experience is to craft a special experience that makes the users to engage with the product and appreciate it for its offerings.

The second rule is your product’s landing page should accomplish these 3 fundamental things.

  1. Relevant communication – how well the page matches the intent and desire the visitors. Do they have what they want?
  2. Value of your product – what’s in it for the visitors should be clear and concise.
  3. A clear call to action – if they are convinced, we should provide a next compelling step for them to take.

According to Bryan Eisenberg, these 3 factors are considered as the conversion trinity. Optimizing these pages requires running many experiments with the language, taglines, images and so on..

In designing the user experience, eradicating friction helps the customers to accomplish the action they are trying to complete. What is tricky here is as a developer or marketer, we don’t recognize the sources of friction in our own products. In many cases it might be surprising for the designers to see how the users stumble to use their products. With every step the user has to jump through, if the value of your product isn’t clear or too many hurdles, even the slight irritation can send them back often for good.

According to Sean, a simple formula would help you reduce the friction as much as possible which is  Desire – Friction = Conversion Rate

To improve the user experience, you should either increase your customer’s desire or reduce the friction experienced by them out of which the latter is the low hanging fruit. Below tactics can be quiet useful to enhancing the user experience.

  1. Simplifying the sign-up process – using single-sign-on has been a game changer in recent days. Most of the sign ups with our existing google or social media accounts has simplified the process making the users create their account in a single click. With this one tag “ sign Up using your Google Account” most of the companies offering consumer products and also B2B have reported a stunning increase in acquiring new potential customers. Always remember one thing what works for one product does not work for the other. So keep experimenting.
  2. Flipping the funnel – allowing the customers experience your product’s aha moment quickly by making them to enjoy the features of your product without sign up. This technique works well for web and non-web based products. Giving them a trial period to enjoy your product has been proven successful in cases of Netflix, Amazon Prime, You tube and so on…
  3. Psychological commitment – At times, you have to put some positive friction on their way to help them understand the value of their product. Robert Cialdini, a psychologist explains once people take an action, no matter how small, as long as they have a good experience, they are more likely to take any action in the future. It is a form of a psychological commitment they have. The more information people put into their product, the more their commitment increases.
  4. Art of Questionnaire – asking customers about their interests or problems they are seeking solutions immediately creates a form of commitment and creates a personal connection with you and your product. This works best if customizing your product to meet their needs is possible.
  5. Gamification – offering rewards to the customers for certain actions. The rewards should be meaningful and offer relevant value to the customers in such a way they should feel some gratification.

No matter how good your product is, these tactics should be implemented as a foundation for building strong relationships with your customers. With providing great user experience and developing a strong relationship with the customers you should next focus on processes to achieve larger retention rate.

Srisakthi.K

Community manager, Cultiv8

 

Is your product really needed in the market?

How do you identify if your product is a must – have?

To start with, HP has created a must – have product for me i.e my laptop without which my days don’t move forward. If you Have developed your dream product here are some points to focus on to identify if it is a must-have

  1. Does it really solves the customer problem or add any core value to them?
  2. What is the aha moment of your product?
  3. Measuring Retention
  1. Does it really solves the customer problem or add any core value to them?

Simply developing a product with advanced technology and exciting features alone doesn’t make it a worthy product in the market. Do the features in it really solve any real-life problems faced by the customers or add any core value to them is what matters. To make it simple, Google glass was introduced with so many exciting features but it couldn’t make it a place in the market because it wasn’t user friendly.

People purchase a product either for their need or for desire. First you must identify the core value, your product gives to your customers. If your product is really worth, no matter what it will attain a sustainable growth even by word of mouth or virality. You cannot make people love a substandard product even with huge effort of advertising and marketing. In order to make the people love your product they must experience the ‘aha’ moment.

  1. What is the ‘Aha’ moment?

Aha moment is when your product rally impresses its users and make them realize the core value and the benefits they receive from it. Your product should be built in such a way to give  a promising delivery of an Aha experience that the customers find it irresistible and fill a meaningful need. A product/ app/ service may give the ‘Aha’ moment either with a specialized feature or on continuous usage. To understand clearly, aha moment for Facebook is when you can find your old friends and able to connect with them, for Ola / Uber is to have a cab in front of just by few taps and the ability to track them. To identify that moment can be tricky but the following measures can help you out.

Must – have survey

A simple survey can let you know whether your product is loved by the customers or not. Let’s have a look at it.

How much will you be disappointed if —- product no longer existed?

  1. Very disappointed
  2. Somewhat disappointed
  3. Not disappointed
  4. I don’t use it

If someone tells me Google will stop working from tomorrow, I can’t even imagine how can I digest it because I merely can’t live without it.

Have you recommended this product to anyone?

Yes/No

Whom do you think would benefit more from this product?

Answers for these questions will help you decide your product’s impact on the customers. If this survey gives you a positive result, then you should move ahead with a survey requesting which features of your product excites the customers and areas to be improved else you should step back and concentrate on your product design.

  1. Measuring Retention

Once your product have passed the must have phase then next step is to measure the customer retention rate which is the number of users who continuously use your product. Having n number of features in your product may at times be confusing and cumbersome to use but at times removing or limiting certain features may result in effective usage. To know deep about how customers feel about your product you should find the right community to survey with right questions.

If the customers acquired initially doesn’t last long, the reason why they had left should be found.  If the existing users are not aware of the new versions/ features of your product there are chances that they may stop using it. The way you communicate the value and benefits to the existing users may convert them to potential customers which eventually will increase the retention rate. More the pleasure of using your product, more the retention rate.

                                                                                                            Srisakthi.K

                                                                                                                Cultiv8

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