Experiencing drop-offs or a low conversion rate? You have come to the right blog. Award-winning WANDR Studio – the leader in product strategy and UX design – will provide a detailed solution to a common dilemma. A UX Review might be exactly what you need to reduce drop-offs or increase your conversions. Happy reading!
A poor user experience tends to result in high churn rates. If users cannot easily find the features or information that they need, they may look for alternative solutions.
Churn rates directly impact profits as most companies rely on customer retention to maintain a steady income stream.
A UX review provides one of the most effective strategies for keeping customers. After reviewing the user experience (UX) of your site or service, expert UX designers can determine the reasons behind high churn rates.
Here is a closer look at how a detailed UX review workshop helps reduce churn:
What Is Churn?
For times sake, we will skip our joke about butter and get straight to business. Customer churn, also called customer attrition, is the rate at which customers stop using your service or buying your products over a specific timeframe.
For instance, let’s say you started the previous quarter with 1000 customers. At the end of the quarter, you had 950 customers, resulting in a 5% (950/1000) churn rate.
The reasons for customer churn tend to vary, as each customer is unique and has personal needs or interests. However, the most important details include:
- User experience (UX)
A UX review can assist with all three areas. Additionally, with a complete UX review workshop, you can evaluate the pricing model for your products or services related to the competition and market demand.
The review process also helps ensure that your product or service is the right fit for the market. However, the main advantage of a UX or usability review is to boost the overall user experience.
What Does a UX Review Include?
UX reviews are typically completed by UX experts (hint: we are UX Experts. Click here to learn more). Getting an outsider’s perspective ensures you receive honest, unbiased feedback on the problem areas plaguing your product.
The review explores every aspect of your service or website, typically covering the following topics and areas of concern:
- The needs and interests of your customers
- The customer journey related to your service
- The overall usability of your service
- Competitive analysis with direct competitors
A crucial part of a UX review workshop is discovering the reasons behind customers disengaging in your product. Customer engagement is one of the biggest factors that influence churn rates. When customers become disengaged, they are more likely to stop using your product or service.
Find out how exploring these areas may help drive customer engagement and reduce churn rates.
Examine the Customer Journey to Uncover UX Issues
During review process, the UX agency conducting your review may create a map of the customer’s journey. Most users follow a linear path when using a product. They follow a clearly defined path, which often involves multiple interactions.
Each interaction gives the customer a chance to pause and evaluate the value of the product. If they run into frequent usability issues, they may stop using the product. Figuring out the usability issues is where the magic happens!
Along with a journey map, your UX review workshop should include a complete usability review (if it doesn’t, you should call us). A thorough usability review is often useful for uncovering UX issues that may be overlooked during the initial design.
The usability review explores the purpose of your application or interface. It also explores the typical needs of the intended users. The goal is to improve the overall function of the interface, helping to prevent any issues that may impact the usability of your product or service.
A typical UX review checklist should examine the following aspects:
- Information architecture
- Overall presentation
- Customer support
- Menus and navigation
- Calls to action (CTAs)
After completing this checklist, you should have a list of issues to resolve to help lower your customer churn rate. Next, the UX team may discover navigational problems, such as complicated menus or a lack of compatibility, on popular devices or browsers.
In short, the UX review provides a clear outline for improving usability problems. However, some of the most beneficial information comes from market research.
Learn More About Your Ideal Customer Base
A UX review tends to focus on the usability of a product. In some cases, the UX team uses market research to ensure that the UX meets the needs of the end users. While each customer may have unique needs, the product should attempt to address their most critical concerns.
When mapping the customer’s journey, the UX team should evaluate the areas that tend to result in the biggest drop-offs. Along with a customer journey map, the UX team will thoroughly review the analytics for your product or website.
Examining the analytics allows the UX team to identify the weak points and strong points in the customer journey. Reviewing the ways that people interact with your product helps you find the problem areas. For example, customers may stop using your product after reaching a specific point in the journey. Once the UX review reaches this point, we now know the root cause of your churn rate.
In addition, the review should highlight the features users interact with the most as well as the ones they tend to ignore. These details may give you an idea of which features are unnecessary or too complex for your typical customer.
Along with a usability review, you can learn more about the needs of your customers by encouraging them to leave feedback. Thus, include contact forms in prominent areas to obtain more user input.
Identify the Competitive Advantage of Your Product
Lastly, a UX review typically includes a review of related solutions from your competitors. This gives you a benchmark for determining what the average customer wants from a product or service in your industry.
Including competition analysis in your UX review validates the strengths and weaknesses of your product compared to alternative products. This information should then be used to fix or remove the weakest features.
Focusing on the weakest links in your UX provides the most immediate results. By doing this, you also avoid the risk that comes with tweaking features that already work well.
Through learning more about the needs of your customers and the competitive advantage of your product during a UX review, it is likely you will develop a stronger value proposition. An effective value proposition gives you a foundation for delivering a better product and overall customer experience.
Even if the UX review provides a small improvement in one area, this may be what it takes to reduce customer churn rates.
Who Should Consider Getting a UX Review?
Well, frankly, anyone online with a product or service (yikes–that’s a lot of people!). A UX review benefits all types of organizations, including software-as-a-service (SaaS) companies, eCommerce stores, and subscription-based services. The usability of your website or app is crucial, as this commonly hurts business’s bottom line.
In summary, this is what you can expect from getting a UX review:
- The UX review team you work with will conduct a usability review using a detailed UX review checklist to examine each area of your interface.
- You and the UX team will determine which areas fail to meet the expectations of your customers.
- Once the UX review is complete, use the UX review checklist and the advice from the UX team to start improving your product or service.
- The UX review team should provide a detailed summary of the issues they found. This will be your guideline in delivering a better user experience and reducing churn rates.
- Along with reducing churn rates, improving the UX of your product may lead to improvements in other metrics, such as increased brand awareness, engagement, and customer loyalty.
- You may even experience fewer customer complaints and increased customer satisfaction.
If you want to develop a more profitable service, consider working with an experienced UX design firm. A thorough UX review workshop can help uncover the reasons behind your high churn rates.
To start exploring solutions, hire a team of experts for the price of one UX designer. Mike, our Head of Partnerships at WANDR, can help you learn about getting an affordable UX review.
Have you ever gotten a UX review?
Leave us a comment with ‘yes’ or ‘no’ and your experience if you did! Also, we’d love to connect with you on social media @wandrstudio