Your Guide to Understanding the ROI of UX
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This document provides an overview of a presentation on understanding the ROI of user experience (UX). It includes an agenda that covers defining UX, personalizing the UX, and localizing the UX. There is an introduction of the presenter and their experience in digital strategy, UX design, and website development. Common UX challenges are identified such as creating sites that serve all customers, meeting demands of mobile use, reaching wider audiences, and leveraging content management systems. The importance of UX and defining UX is discussed. Metrics for measuring UX and examples of companies with good UX are provided. The concept of user personas and how they can improve the UX is explained. The potential ROI from UX
Your Guide to Understanding the ROI of UX
- 1. 1 Presented by: Your Guide to Understanding the ROI of UX
- 2. 2 Agenda ● Introductions ● User Experience Defined (Key Insights and Challenges) ● Personalize the UX ● Localize the UX (Translations) ● Q&A
- 3. 3 Josh Linard Vice President Mediacurrent Introductions ● Vice President, Mediacurrent ● Deliver best-in-class Digital and User Experiences across multiple verticals since 2007 ● Focus on Digital Strategy, UX Design, Website Architecture using Drupal ● 20 years Website development & Digital strategy ● Reside in Atlanta, GA
- 4. 4 Introductions Digital Strategy, Content Marketing, UX/UI Design, Process for understanding your audience Data capture and Personalization technology to fulfill your appetite for innovation and surpass your customers’ expectations. Networked translations for delivering UX in a way that can be universally consumed
- 5. 5 Common UX Challenges 1. How do we create a website site that serves all customers and stakeholders? 2. How do we meet the demand of increasing use of mobile devices by target customers? 3. How do we reach a wider audience and generate more revenue? 4. How do we target users with the right content at the right time? 5. How do we leverage CMS, Marketing Automation and CRM to drive user satisfaction Solutions Conversion Path Optimization & Content Personalization Mobile-First Design Search Engine Optimization & Lead Generation Strategy Content Strategy & Editorial Calendar Marketing Automation Integration Introductions
- 6. 6 Experience
- 7. 7 Why is User Experience so important?
- 8. 2017: This is What Happens in an Internet Minute 8
- 9. 156 million emails per minute = 8.19936e+13 per year (moves from math to physics)
- 10. By 2020, customers will manage 85% of their relationships without talking to a human
- 11. 11 How do you define UX?
- 12. 12 ● UX is User Satisfaction: ○ Ensure users can do what they want to do ● UX is “Humanizing” technology ● UX as a Process: ○ The cost of fixing an error after completion is 100x more than fixing it prior to completion ● UX as KPIs: ○ Conversion rate ● 1.4 Trillion lost in ecommerce (abandoned order due to a too long / complicated checkout process or because they needed to create an account) UX Defined
- 13. 13 UX Defined Not “Website Statistics,” “UX performance metrics” ● Page load times ● Bounce rate ● Session Duration ● Number of pages visited ● Mobile UX Score ● Conversion rate
- 14. 14 OMTM: One Metric That Matters (what can you remove and still keep OMTM in place)
- 15. 15 Resistance As they were starting out in the summer of 2008, the founders needed a way to raise money. They bought a ton of cereal and designed special election-themed boxes, released that fall-- Obama O’s and Cap’n McCain’s, which they sold at convention parties for $40 a box, helping them to raise around $30K for Airbed & Breakfast.
- 16. 16
- 17. 17 Photographers 10 million 8 million 6 million 4 million 2 million 2008 2009 2010 2011 2012
- 18. 18 UX: Who’s doing it right? ● Build Trust in the brand and offering ● Deploy modern design principles ● Don’t think in terms of customers - think in terms of fans of your brand ● Rely on Data ○ Process based on the user’s expressed needs and feedback ○ Use Personas as a guiding light
- 19. 19 User Personas
- 20. 63% of marketers optimize sites based on intuition and best practices - CrazyEgg
- 22. “If you want to offer products or services that have value for your customers, you must first make the effort to understand what customers consider valuable.” UX Storytellers
- 23. User personas are examples of the real people who make decisions on your site. They lay the groundwork for UX, design and content.
- 24. 24 UX: User Personas ● Know your customers and Stakeholders ○ Define Primary User Personas ○ Develop the personas: ■ Problems and questions you can solve ■ Desired experience ■ Information sources ■ Likely workflow and user journey ● Collaborate with the UX team on conversion path optimization and CTAs targeted to the persona.
- 25. 25 UX: User Personas ● Through Persona research, uncovered that the #1 Problem and question from both Students and Parents was “What is the job placement rate?” ● Made Job Placement Rate predominant on their Homepage ● Bounce Rate decreased by 31.72% in first 60 days ● Strongest spike in Applications in more than a decade
- 26. ROI of UX
- 27. 27 ROI of UX: Where do we look? Benefits of having a UX-focused culture and strategy: 1. Increase in revenue 2. More efficient operations 3. Lower risk of the pursuing or developing the wrong idea
- 28. 28 ROI of UX: Target Audiences 1. Employees: What initiatives have you started that are pushing streamlined operations forward? 2. Potential Employees: Where does an improved job application process fall on your priority list? 3. C-Suite: What tools are you using to communicate your ideas, to make your business case? How are you showing progress? 4. Global Scale: Are you localizing content? Are you working to make your workplace and digital experience more Accessible? 5. Customers: What initiatives have you taken to improve how customers interact with your company or organization (Customer Journey). Have you covered all the angles?
- 29. 29 88% of online consumers are less likely to return to a website after a bad experience - The Gomez Report
- 31. 31 Speaker Ron Lingerfelt Southeast Enterprise Acquia ● Regional Director ● Leading provider of cloud-based, digital experience management solutions ● Our platform enables organizations to offer contextually relevant experiences across channels, deliver new digital capabilities faster, and gain the agility to continuously innovate. ● Reside in Atlanta, GA
- 32. 32 Customer expectations are higher than ever. Digital touchpoints unified. Personalization is growing requirement. Trends Impacting Marketing Real-time experiences are essential.
- 33. 33 Trends > Challenges for Digital Marketers Getting visibility into every stage of buyer’s journey across all marketing properties Creating impactful and delightful experiences for buyers Driving more value out of silos of marketing content PROFILE DATA COLLECTION CONTENT DISTRIBUTION PERSONALIZATION
- 34. 34 Personalization is a Data Challenge for Marketers Unable to personalize because of inability to link data across disparate technologies eMarketer 2015 “Marketers Stuck on Basic Data for Personalization” 40% 80% Don’t understand customers beyond basic data 96% Challenging to bulid a comprehensive, single view of a customer
- 35. 35 Trends > Challenges > Impact on Business Inaccurate metrics, unfocused view of the customer journey Stagnating the buyer’s journey, (or worse) frustration and abandonment Manual & duplicate work, inconsistent brand experience PERSONALIZATION PROFILE DATA COLLECTION CONTENT DISTRIBUTION Trends
- 36. 36 Turns out, these are all interrelated PERSONALIZATION PROFILE DATA COLLECTION CONTENT DISTRIBUTION Taking a holistic strategy optimizes the results. Trends A uniquely holistic approach that optimizes the results
- 37. 37 Lift Optimizes User Experiences (UX) A uniquely holistic approach pulls it all together
- 38. 38 Typical Customer’s Journey Prospect CustomerCustomer Journey Google Search Location Device Type Register for webinar Download Whitepaper Clicked Link Searched Download case study Download case study ROI Calculator Request Demo Content Content Content
- 39. 39 Customer Our Approach to Personalization Prospect LIFT Profile Manager Buyer Profile Data Content Hub Content Experience Builder ✓ Segmentation / Rules Customer Journey Faster time to ‘Win'
- 40. 40 APIAPI Lift in the Marketing Ecosystem Content Hub Experience Builder LIFT Content ✓ Personalization MVT & A/B Testing Tools Profile DataRules CollectVisitorActivity Digital Marketing Properties
- 41. 41 Organizations Leveraging Lift Content Syndication Personalization Profile Data Management LIFT Content Hub Experience Builder Profile Manager
- 42. 42 Challenges Poor Customer Engagement - Internal teams struggled to publish their own content and unify visitor data into an actionable profile Disjointed Digital Strategy - BAC struggled to establish a cohesive, omnichannel customer journey Lack of Technology - Without implementing a CMS and personalization solution, it was impossible to deliver a customer-centric experience on the BAC website
- 43. 43 Results - 140% Increase in organic traffic - $13M Differential profit since rolling new site - 101% Increase in sales - 42% Increase in customer engagement - Drupal CMS integrated with Online Banking Platform and preferred CRM - Acquia Professional Services for definition and execution of omnichannel customer experience - Acquia Lift for data collection for establishment of audience segments - Acquia Lift for creation and delivery of tailored online customer experience
- 44. 44 Digital Transformation & Cultural Relevance
- 45. 45 Speakers Steven Larsen Regional Director ● Southeast Region Sales Director ● 1st Cloud-based Translation Management Network providing world class speed, quality and customer experience ● Digital Transformation and Cultural Relevance Expertise ● Resides in Salt Lake City, Utah
- 46. Content Growth Digital Content 2005 2010 2015 2020 TODAY 500 400 300 200 100 - Millions
- 47. 90% of the world’s data has been created in the last 2 years. -Baseline 2016
- 48. 87% of the Global Market is Non-English Speaking 72.4% require CX in their own language
- 50. Digital Blind Spot Digital Translation Mktg. Automation SEO Social Cross Channel WCMS eCommerce
- 51. 51 150%more likely to increase revenue when localizing -Common Sense Advisory Localization The most localized companies are leaving everyone else behind. CX Top-Line Growth
- 52. A 10% increase in content accessibility results in $65.8M of net income for the typical F1000 company Source: Baseline 2016 10% = $65.8M
- 54. 54 Digital Shift - Cultural Relevancy “François-Henri Pinault—the French billionaire and chief executive of luxury conglomerate Kering Co., whose brands include Gucci and Saint Laurent—described “a real reallocation from what we spent on print to the internet.” Mr. Pinault estimates that Kering spends 35% to 40% of its communication budget on digital, compared with 15% to 20% some 18 months ago.“ If we were to launch a brand today, all the communication to start would be online,” he says.”
- 55. 55 Old School Translation …the hard way
- 57. Platform Approach Audio Files Social MediaEmail CampaignsVideo Subtitles e-Commerce Software UICode RepositoriesWebsites Knowledge BasesPublications Aggregate Content Centrally Syndicate Content On Demand Networked Translation
- 59. “Lingotek reduced our annual translation costs by 33% and improved our project turn around time by 55%” CA Technologies, 2015
- 61. 61 Questions?