It isn’t possible to predict users’ needs without gathering actual data about their behaviors. We can derive knowledge and understanding from data that we’ve verified to be correct, which enables us to design and implement solutions that improve an ecommerce Web site or product’s performance, thereby boosting sales. Utilizing such data throughout design ensures that your organization can address and solve consumers’ problems and meet their needs.
Let’s look at a few examples where data-driven UX design techniques have played a key role in improving the return on investment (ROI).
- In 2014, the airline Virgin America conducted multivariate testing when developing a new and more user-friendly Web site. They compared several design variants to determine which one performed better. As a result, their conversion rates rose as much as 14%, they reduced support calls by 20%, and their customers were able to book their flights faster than before, using many different devices.
- An ecommerce Music & Arts Web site used two user-centered design approaches: usability testing—during which potential users attempted to complete real tasks using the site’s user interface—and heuristic evaluation, which let design experts identify problems with their Web site’s redesign. As a result, their online sales skyrocketed by 30%, year over year.
Visually Pleasing Design Versus Data-Driven Design
There’s a huge difference between Web sites or products looking good versus performing well. To develop a user-friendly Web site, you should be well informed about the factors that you need to consider during design and those that don’t matter. During a site or product’s nascent stages, certain features might seem to be necessary. However, these same features could prove to be more confusing than convenient. Understanding the consumer’s experience with an estore or product and utilizing relevant data to make design decisions results in your creating a data-driven Web site design. Such Web sites are more effective, which makes their users more productive and the business more profitable. Complete comprehension of the target audience, their requirements, their problems, and the Web site features they need ensures the development of a successful ecommerce Web site.
