So you hired someone to do your UX, you dutifully created personas, ran focus groups, built wireframes, made a pretty visual design and launched your product. People are signing up and sound happy. Good! But what you’re not hearing is what the people who clicked away from your website think of it. If you only look at the data from existing users, then you’re missing 50% of your market — the users who were unhappy.
Here are some primary issues that cause users to walk away from you, and you’ll never hear about it from them. (But if you had a Customer Experience Director you would.)
1. Understanding When and Where your Customers will be Using your Product Makes All the Difference
The biggest mistake is not understanding where and why a customer will use your application. You’ve probably made assumptions about this. And most likely those assumptions are wrong. In fact, the main reason startups fail is because they stick to their initial market, business plan and assumptions that they had when they started out. The ones that survive, managed to get the message about how a customer wanted to use their product, and they made those changes. This is the almighty pivot.
Are customers making fast use of your app in their car while stopped at a light? Have you tried to use it that way?
Do they take your app to the grocery store and to check products and prices on the go?
Are they using your online version as a To Do list as well as an email client?
Remember, don’t try to stop customers from doing what they do, and don’t think you can change their behavior. Instead, follow their lead. Figure out what they want, and give them that–even if it takes you far from where you thought you’d be going when you founded the company. Misuse is an opportunity to change directions and grab a larger market share. Look for those opportunities.
2. Branding is Usually Wrong
It’s surprising to me how many people don’t get branding right. Branding is NOT your logos and your colors. It is not your visual design. It is who you are and what you do. The logo and design are merely psychological triggers that remind your customers of who you are and and what you do. But you can’t remind them if they never knew to begin with.
It’s not complicated. When someone lands on your home page, tell them what you do. If they don’t get it in 30 seconds, they’re gone. They won’t ever come back. This is not the time to hide the ball, be “creative” or make assumptions.
If your landing page doesn’t answer this question
“What do we do?”
With this answer: