As customer churn is at an all-time high and the digital marketplace becomes increasingly crowded and competitive, digital CX (customer experience) professionals may find themselves grasping at straws to answer these questions:
- Why aren’t my visitors converting?
- How do I eliminate wasteful iterations on site designs or updates?
- Why aren’t my new designs outperforming the old?
- Why are my competitors’ campaigns more successful than mine?
- How do I keep learning what works and what doesn’t?
Even CX teams who already invest in user testing methods such as A/B tests or surveys are discovering these traditional tools are falling short of providing them with significant, actionable insights at the scale and speed that changing customer needs demand.
The fastest, most accurate way to answer these questions is to leverage pre-live digital experience testing that uses AI and human analysis to combine qualitative and quantitative user feedback to reach actionable insights.
Question #1: Why aren’t my visitors converting?
It’s not enough to know what visitors click on, view, and like on a webpage. CX professionals need to pinpoint WHY customers clicked, viewed, and liked (and, just as critically — why they didn’t). That all-important why is hard to get to with A/B tests and focus groups. You’ll end up with anecdotal insights, but you’ll lack quantitative data that makes them statistically meaningful. Combining both qualitative and quantitative data to arrive at actionable recommendations is the best way to reach a deeper understanding of user behavior.
Question #2: How do I eliminate wasteful iterations on site designs or updates?
The answer is to do pre-live testing, and do it consistently. This is the best way to pinpoint and fix weak spots before your digital experience goes live. Many digital marketers optimize after launching campaigns and updating websites. But this approach means they’re discovering deficiencies in the digital experience by exposing them to live traffic, losing revenue and possibly even degrading their brand and they scramble to iterate and improve.
Question #3: Why aren’t my new designs outperforming the old?
To keep up with changing consumer needs, CX teams must regularly determine which parts of new design elements resonate and which miss the mark. Testing new digital experiences against existing ones will give you the insights to launch with confidence that you’re meeting customer expectations, and to keep them coming back with digital experiences that are fresh, relevant, and deliver what they are looking for.
Question #4: Why are my competitors’ campaigns more successful than mine?
You can size up the competition by benchmarking and testing your digital CX against theirs. WEVO evaluates web pages against similar industries and products. You can also upload a competitors site and see what’s working and what isn’t (and again, why) so you can take those insights and optimize your own digital experience and give yourself a competitive advantage from day one.
Question #5: How do I keep learning what works and what doesn’t?
Customer needs are never stagnant, therefore your testing is never finished. So make the pre-live testing of website design and CX elements part of your development process. A test-and-learn culture gives teams the flexibility and freedom to experiment, and to leverage direct customer feedback in deciding which ideas to implement in a live webpage or across a customer journey.
WEVO is a customer experience platform that answers these questions with accurate insights and recommendations that are available within days, so CX professionals can stop guessing (and sleep better!).