Creating the right user experience (UX) for your product or website may seem simple, but it often requires extensive research, insight into your target audience's needs and preferences and quite a lot of trial and error. But getting it right and ensuring that the user experience you offer leaves your audience satisfied and positive about your product or service will make people come back for more, building you a loyal customer base in the process.
These seven entrepreneurs share their best advice on creating a satisfying experience for current and potential customers and how that can improve your business.
Observe customers using your product.
Arguably the best way to design the right UX is by seeking feedback from its intended users and then optimize based on their input and your own observations, says Aaron Schwartz, Passport co-founder and president.
"The deepest insights that we've gained are from actually observing customers using our product and then engaging with them about what works, what they would like us to change, etc.," Schwartz explains. He also recommends checking out his go-to tool, UserTesting, to make observing user behavior and creating a customer-driven experience an easy, stress-free task.
Test, test and retest.
"After rebranding my entire business, we recently launched a new website with a ton of links and buttons and moving parts," recounts PRESS Modern Massage CEO Rachel Beider, underlining the importance of continuously testing a product or service.
It took a few weeks to "work out the kinks," but the final product was something truly built with the user in mind. "Have lots of people test out using your site and ask for great feedback -- this will help identify areas with poor user experience or issues," Beider advises.
Go further than A/B testing.
According to Beat The CPA CEO Bryce Welker, A/B testing is no longer enough when it comes to adjusting the user experience to fully meet your target audience's needs and preferences, because this practice can actually limit your team's creativity.
"We now test multiple different approaches simultaneously across many different websites, turning A/B testing into A/B/C/X/Y/Z testing," Welker shares. "This fosters more creative approaches and provides more data at an accelerated pace."
Focus on retention, not revenue.
"When working to improve user experience, you should be focusing on retention, not revenue," thinks Stephanie Wells, founder of Formidable Forms. In other words, you should design a UX that will draw people in and make them want to come back without blatantly selling them your product or service.
"Focusing on retention will keep users around longer, which increases your revenue anyways. If you put too much of your focus on revenue, you're forgetting about your existing customers and increasing customer churn in the process," Wells explains.
Always be changing.
Constantly adapting to feedback and changing the UX is also of crucial importance, as long as the changes are not too sudden or too big, to the point where the user experience becomes unrecognizable and difficult for the consumer to keep up with, thinks Andy Karuza, founder of FenSens.
"It is wise to make small incremental changes constantly over time to improve upon the experience. Use A/B testing on new designs or workflows to optimize the performance one positive change at a time. Let the metrics and customer feedback guide you," Karuza recommends.
Have a talented UX designer.
Perhaps one of the most important aspects of building a good UX is how talented your designer is and how well they understand your product or service, thinks Caller Smart Inc. founder Brian David Crane.
"Never rely on your developers to design your UX/UI; instead interview and find a UX designer that can provide your developers with the wireframes they need to create the product," Crane says. "Asking developers to help on UX is like asking your dentist which stocks you should buy -- you wouldn't."
Keep it clear and simple.
Additionally, any business should remember that sometimes "less is more" and make sure their UX is simple and intuitive in order not to alienate users, believes Jared Weitz, CEO of United Capital Source Inc.
"When setting up a website or mobile application, we found that having fancy features and interactive movement on the sites was cumbersome and undesirable," he explains. "By decluttering and making the process clear and simple, users had a higher experience rating and felt more trusting in the technology and product."