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In this video, we’ll discuss how to evaluate the success of your UX content efforts.
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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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