88% of online shoppers won’t return to a website that has a poor user experience. That means that the vast majority of users expect businesses to understand their needs. Design an experience that’s convenient, easy, and useful throughout the website. In this article, you’ll learn the top 3 steps to understanding user behavior and improving the UX.
But despite that, only 55% of companies perform any UX testing, and even less of them actually gain useful insights. Most tend to rely on current trends and on what their competition is doing. Instead of taking the time to understand why those trends have developed and how they can impact their audience’s experience.
However, for companies that are willing to understand user behavior when designing UX, that can be a huge advantage. Brands that match user expectations can immediately set themselves apart from more established competitors. So, start building a loyal following from day one.
With that in mind, let’s look at some of the key ways for understanding user behavior. Using that information to improve UX.
Look for Meaning Behind Actions: Steps Understanding User Behavior
There are many ways to gain insights into user behavior. Today, you can even use a video-based user research platform to see what your customers are doing. Thinking, and how they are reacting to your company in general.
But all of that will only matter if you can identify the underlying patterns. Moreover, motivations behind your audience’s actions when on your website. And that means that you must carefully analyze each behavior. Filtering it through the knowledge you already have about your audience. Considering the options for why something might be taking place.
For instance, if you notice that your users tend to gravitate to one part of the page. So, even though you would like them to focus elsewhere. It’s crucial that you look for the underlying reasons and not just try to accommodate their current behavior.
Sometimes, that will require conducting interviews with your audience on top of analyzing what they do. As that can shed light on their choices. So, provide you with invaluable insights about how to improve the UX in the future.
This process is by no means an exact science, and it can be more tricky to pinpoint the specific reasons. But once you do, you can use the new insights for a long time. Building on the knowledge with each discovery about your audience you make. So, a good method understanding the user behavior.
Identify the Core Need
Designing an effective UX can seem like a complex process. But in the end, it comes down to one thing. Understanding what the core need of your users is at any given moment. Providing them with an easy path to fulfilling that need.
When designing each page. It’s good to start the process by thinking about where the user is coming from and where they want to go next. Ideally, you should try to fit each page into the broader customer journey you want users to take, which we will discuss in the next section.
But at the same time, you should look at each page individually. Trying to gain valuable insights from interviews and user tracking. That can help you structure the page in the most convenient way possible.
There are many distractions or points of frustration that occur on a page. So when designing a smooth and effective page. It’s just as much about eliminating anything unnecessary as it is about emphasizing the path you want your users to take.
Map Out a User Journey: Steps Understanding User Behavior
Just as you need to have a narrow focus on each page of your website. You also need to have a big-picture understanding of where your audience begins their journey. So, where do you want them to end up? And that requires mapping out a user journey that encompasses the entire process. From the first time, someone stumbles upon your brand to when they become a loyal customer.
First, you will need to understand how people reach your website. How much do they know about their problem and your product, and their expectations and motivations when they first get there. From then, it’s just a matter of mapping out the entire journey, taking it one step at a time. So, making it as frictionless and smooth as possible.
As you map out your user journey. You should continually fill the gaps using customer interviews and feedback you receive through surveys and reviews.
The company that understands its customers best is usually the one that comes out on top. And that holds not just for product development or marketing but also for building an effective user experience.
The three steps above serve as a solid foundation for making informed decisions about who your customers want and how they prefer to navigate your website.