A better User Experience can have a tangible impact on your business growth by getting customers hooked on how you deliver on your promises.
User Experience is The Proactive Form of Customer Service in Marketing and Sales
We live in the era of “now,” “my way” and ”I need to understand.” Some people see this as a bad thing – an annoyance, however, it’s actually a good thing for business. Let me explain. As the number of competitors drastically increases inside a market, customers are left with decision fatigue.
As customers become more overwhelmed with purchasing decisions, they tend to gravitate to to the businesses that:
- Make them feel the most understood (your brand & messaging)
- Have easy-to-use products and services (the user experience)
- Add significantly more value than what they are paying for (your moat)
As you can see, just these three points alone are the bedrock principles of effective marketing and sales.
How Does User Experience Impact Sales?
User experience may be one of the most overlooked ways to increase sales, extend LTV and reduce churn – all making a significant impact on top line revenue.
What many businesses, SaaS teams and service providers opt to do is shy away from addressing their user experience because of the perception that it doesn’t play a tangible role in increasing sales over baseline.
Thinking back to the three points we brought up earlier about customer decision making in saturated markets, we know that 3 of the main drivers of purchase-psychology revolve around ease of use, perceived value and personal association.
With that in mind, one can begin to see how User Experience is at the core of driving sales and marketing, not the other way around (and certainly not something that can be completely sandboxed).
How to Extend LTV through a Better User Experience
Customers love feeling understood. If you have a great product that can only be accessed through a sub-par experience, people will buy it, but your drop off rate, or churn, will remain high (unless you’re the only relevant competitor in the market).
At risk of over-simplifying this concept, I’ll use the analogy below to demonstrate how user experience plays an impact on sales.
Super Mario Bros.
In Super Mario Bros, the whole storyline is broken into segments and checkpoints. Each segment is equally important as the next, however as a whole, the goal is to guide players through the story so that by the time it’s over, they want to play again.
That is the same goal every business should be aiming to achieve:
“I want to buy again…” “even if I don’t need to.”
The magic of an amazing user experience is that it impacts every part of the business. Sales and marketing are the brother and sister of User Experience, not some distant relative.
How To Implement A Better User Experience
A valuable question to always be asking is, “What can we do to create joy for our customers, outside of our products/services?” Yes, the majority of your focus needs to be on creating and innovating in your core product/service line, however don’t overlook the power of an integrated user experience.
If you’d like to speak with our expert team to discuss what recreating, reimagining or implementing a new User Experience could do for your growth, please reach out to us here. Or, explore our partnership with DesignRush.
