Making UX Content Work5:04 with Dan Gorgone
In this video, we’ll discuss how to evaluate the success of your UX content efforts.
By adopting an approach that's focused on UX content, you're essentially 0:00 saying you want your website and app users to have a better experience. 0:04 But better can be measured in many ways. 0:09 And if you want to really know for sure your efforts are working, 0:12 you'll need to track something. 0:15 So in this video, 0:17 let's talk about how to measure the success of your UX content efforts. 0:18 One of the most important things you can do to know if something's working is just 0:23 listen. 0:28 Think about how your users interact with you. 0:29 If they can't reach you in person, they might contact you via e-mail or forms. 0:31 They might hit up support through a help desk or 0:36 they could even mention you on social media. 0:39 While the direct contact channels are easier to track, 0:42 social media sometimes isn't. 0:46 Set up some listening tools for yourself. 0:48 Use an app like TweetDeck, so you can have an ongoing feed of posts that 0:50 shows when your company name or product is mentioned. 0:55 Another way to get user feedback is to send out a survey. 0:59 A UX survey should be short and easy for people to complete. 1:02 One, so you can keep it focused, but two, so you can get more results. 1:06 Here are some questions you might consider asking. 1:11 How easy is our website or app to use? 1:13 Maybe you give them a scale of one to five stars, or 1:16 a super happy face to a super angry face. 1:20 You could follow up with what do you like most or least about our website or app? 1:23 In this case, you need to either give a list of features or 1:28 an open field so they can say whatever they want. 1:32 And what emotion comes to mind when you use our website or app? 1:36 Are you making the right emotional connection with your users? 1:41 This is a way to get into their heads and find out. 1:44 Now, ordinarily you might do a survey to get some quick data, but in this case, 1:48 the details are what matter most. 1:52 Don't be afraid to put in open-ended questions where users can type in whatever 1:54 they want. 1:59 It may take longer for you to go through them, but 1:59 this is your chance to hear their thoughts and reactions. 2:02 Just be sure to take all the results you get and try to look for patterns. 2:05 Try not to focus on one or 2:10 two strong reactions unless they highlight a serious problem. 2:11 Not every experience will work for 100% of your users, 2:14 but it should work very well for the users you're trying to attract. 2:19 However that information comes in, be sure to share the results with your team. 2:24 This data should be accessible and shared so the people who craft your 2:28 UX content are aware how their efforts are being received, and so 2:33 they can make adjustments if necessary. 2:37 It's especially valuable when positive feedback rolls in. 2:40 When you see messages from appreciate fans, it helps validate what you do. 2:43 You can really see it's actually working. 2:47 But while good vibes are good, it's more impactful if you can punch up 2:51 your registration numbers, renewal rates, or sales revenue. 2:55 If you've got a dashboard number or a business metric you want to improve, 3:00 you'll want to track those numbers once you put your UX content into place. 3:05 Here are just a few metrics you can focus on that could get you started. 3:10 Average time on site. 3:14 Shopping cart abandonment rate. 3:16 And number of help requests. 3:18 If you start presenting more descriptive and inspirational content, 3:21 you might discover people want more of it, leading to longer stays on your site. 3:25 If you use UX content to make the shopping cart process clearer and more fun, 3:30 users may trust and connect with you more easily. 3:35 So they'll complete purchases instead of having second thoughts once you ask for 3:38 billing info or force them to create an account. 3:43 And if your helpful content truly anticipates needs, and 3:45 does an effective job at explaining concepts and walking users through issues, 3:49 you should get less requests for help and more messages to share gratitude. 3:54 Just remember that your UX encompasses all the ways in which your users 3:59 experience and interact with you. 4:03 It's not just the text you write, but the design, the pictures, 4:06 the videos, the colors and more. 4:10 This means you've got so 4:12 many opportunities to make a positive change and improve your own UX content. 4:14 So consider how you could be more descriptive, 4:19 more helpful, more transparent, and more inspirational. 4:23 Think about the voice and personality that defines you best. 4:28 And ask yourself are they really present within my website or app? 4:33 Are they consistent? 4:37 And how could I make it all reflect who I am, and what I believe in? 4:39 These changes don't have to be big. 4:43 Even the little things can mean a lot. 4:46 From adding a little icon to show where help is available, 4:48 to making a video that provides some extra explanation. 4:52 Envision the people you're trying to help and do business with, and 4:55 you'll discover it's much easier to make an emotional connection with them. 4:59
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