How many times have you gone to a website for an answer to a question to only leave within a minute exasperated, vowing never to return?
When prospects visit your company’s website looking for answers to questions, can they find them easily? If your navigation pathways aren’t clear and your prospects view ambiguous and unremarkable content, you’ll lose them quickly.
Through user experience (UX) consulting, we work with marketing leaders at manufacturing, industrial and technical companies to ensure that your website visitors and prospects stick around long enough to learn more about your offerings and dig into your capabilities. What’s more, we’ll help you turn qualified site visitors into loyal customers. Like everyone today, technical buyers and other decision-makers work in an environment of information clutter and time constraints.
According to user experience researchers, 8 eight out of ten website visitors will read the headline, but only two out of ten will read the rest. The good news is every $2 invested in UX-related work results in a $100 return in revenue.
Need more proof engineers and technical buyers are visiting your website? In a recent survey of over 1,500 engineers on engineering.com, 53 percent preferred to get new information from vendor websites, which was higher than social media and print publications, and second only to digital publications.
User experience is a critical part of your sales and marketing efforts. Our experts help you design exceptional user experiences that result in sustained customer experiences — if you lose people at the website, they’ll never have the chance to be won over by your sales reps, customer service, or any of the expertise that your organization offers.
The following are just a few of the options we offer to companies that are eager to improve website user experiences and marketing outcomes:
UX Audits and Research
We’ll provide a 30,000 foot view of how your visitors navigate your website. Research includes reviewing historical analytics and isolating any problem areas that could be causing visitors to leave your site. Also, an in-depth analysis of user flows will influence the strategy and design of any new site that’s created. To help us learn how your site visitors perceive and navigate your website’s content, we will use inexpensive, yet effective online tools such a Hotjar, Google Analytics, CrazyEgg or others.
Sometimes, deeper conversations with your prospects and customers are necessary to learn more about their purchasing motivations and areas of influence within their companies. Through an informal process we call a customer value investigation, we’ll interview individuals to gather insights and background that ultimately influences your key messages, value proposition and content strategy. We can also implement easy user testing and card sort tools to get user feedback.
Discovery and Planning
We begin every website project by reviewing your personas, user flows and analytics. You may have may have already completed or started this work coming into the project. If so, we’ll review what you’ve started, pick up where you left off, and uncover the answers together. One or two half-day strategy sessions follow this analysis step, where we work with you to sharply define your company’s brand attributes — who you are and who you’re not — personas, or target segments, and your website’s goals. What does success look like for the site? What features are must-haves, shoulds, or nice-to-haves for both users and admin users? How does this list change or get re-prioritized when we consider time and budget impact to implement them?
We’ll recommend how you can improve or optimize your site’s user experience in a comprehensive strategy brief, which includes the website information architecture and a detailed content strategy. The summary also includes a sitemap and several explorations of key web pages in the form of high-fidelity wireframes.
This scope of work includes a detailed build estimate that accounts for UX recommendations, budget and timeline priorities, and often a suggested phased approach that shows where you can make the biggest impact, first. A separate technical strategy session is often held for sites that integrate with existing third-party systems, followed by a software specification document.
UX Evolution, and Agile Execution
After you launch your site, it’s never static. As your most visible marketing tool, your website should constantly evolve into the most powerful signal to your audiences of what you’re the best at. Digital marketing drives the right people to your website, but, once they get there, are users taking the right actions? You’ll want your website to continuously evolve to reflect changes in your business, sales and marketing initiatives, and changes and trends in behavior and technology that impact all website users.
Now, more than ever, you can also measure how your actual customers and prospects are interacting with your website, and use that data to further optimize the online experience and convert more qualified leads to customers, more quickly. We do this with a broad range of tools to help manage and track your site’s performance:
- Heat map testing and analysis
- Click tracking and analysis
- Usability testing
- A/B testing and analysis
- Cloud-based custom dashboards that show key metrics
- A quarterly or monthly meeting where we meet to review metrics and data, test results, lead quality and business initiatives. We’ll review all this information together to prioritize which activities will make the biggest impact toward website continuous improvement over the next quarter.
While tracking how your visitors engage your site, we’ll collect actionable data, which provides the clues we need to make content or design changes. Maybe we need to make a headline more clear or change the color of your CTA buttons, for instance. Iterative improvements to your website over time leads to a better, more effective marketing tool. And that’s continuous improvement.
The Inextricable Link Between Architecture, Content Strategy and UX
In working with us, you’ll see the inextricable link between architecture, content strategy and user experience. The importance of your website’s architecture and content strategy cannot be overstated.
Our UX research informs how we approach content strategy and vice versa. When these elements are balanced and working together as one, your website engagement stats will surge. And so will your business results.