User experience (UX) is the term used to denote how a customer or user interacts with a company, product, or service. It covers several aspects of these interactions and offers an insight into the user's feelings. The data UX provides can be used in many ways but is primarily used to identify gaps or issues that might lead to negative perceptions of a business.
User experience data also helps companies determine whether or not they need to rethink their customer journey. If a company's UX is good, it is an indicator that customers are happy to use them or their products or services. If it is bad, the business can explore what aspects of it are the most harmful and correct these for future customers.
Some of the most important aspects of user experience to get right are:
- Website or store navigation
- Simplicity of the checkout process
- Simple and fair return policies A range of consistent, good customer support
The metrics used to measure UX include:
- Bounce rates
- Customer retention
- Customer return rates
- Product page conversions
- Purchase completion rates
- Customer lifetime values
Implementing a customer feedback option will also provide insight directly from users. These data points will then highlight which aspects of a website are the most likely to prevent a user from completing a sale. Alterations can then be made to improve the overall quality of UX and promote a stronger customer base.