UX Research: How Do You “Research” User Experience?
Whilst there are certainly best practices that should be followed, there is no set way to create a good user experience. Much of it depends on your customers and how they interact with and feel about your website. That’s why UX research comes in.
You must be aware of what your consumers are saying about your site. Being able to take their criticism and adjust accordingly is a great opportunity to discover ways to improve.
Using single-ease questions (SEQs) and net promoter score surveys (NPS) will give you easy-to-read data that should inform your design process. It can also indicate when your updates have benefitted your customer or if they are hindering their experience.
Using software that records user sessions will give you insight into how people interact with your site. More importantly, it can show you at what stage they give up on a transaction. If you understand the usability problems that are frustrating customers, you can start to solve them.
For example, if you notice that your users click or hover over certain phrases or images that are not clickable, it may be useful to turn those areas into internal links or buttons. Creating a smooth user experience is all about matching a user’s expectations with reality. When these two are not aligned, that is when your site’s conversion rate will begin to suffer.