User Feedback: Why Your Website Is Suffering Without It


Lana Miller

September 9, 2015

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The success of any business lies in a positive user experience; your target audience simply won’t interact with your brand if they don’t enjoy doing so.

If you want to provide the best user experience, you must actively listen to your users.

You can have the best-looking website or the market-leading product but if your users have a negative experience while interacting with you (even just once), chances are they won’t come back. The only way to foster a positive user experience and improve your business is by maintaining a continuous dialogue with your audience. 

The mistake that many businesses make is to only look at quantitative data or to make assumptions based on internal ‘hunches’.  When you’ve put lots of time and effort into building a website or launching a new marketing campaign, it’s easy to be biased and assume that everything’s perfect. But the fact is, you can’t know everything. You might not see the flaws that others do, so it is vital to get feedback from the people who are actually using your site or engaging with your campaign.

Conducting user feedback is especially important for improving your website. Your site will most likely be the first touchpoint for potential (and even existing) customers when they are seeking information about you. Your website offers a window into your brand and lets visitors know what you’re all about. If the user experience of your site is negative, or simply isn’t optimized, you risk losing leads, customers and ultimately, money. Listening to the needs and wants of your users is the only way to avoid this. 

Minimal Input for Maximum Results

User Feedback - Usabilla

Collecting user feedback doesn’t have to be a tedious process with 50-question surveys and multiple rounds of revisions and analysis. There are much simpler methods now, like intuitive Voice of Customer solutions. Any good VoC tool, like Usabilla, requires minimal set up so that you can start collecting feedback immediately; it should be easy for both you and your users (and we make sure it is). Once installed, your feedback tool does all the hard work for you so you can focus on what’s important – the results.

[bctt tweet=”Feedback tools do all the hard work for you so you can focus on what’s really important – the results! #UX”]

The rich, qualitative feedback you get will enable you to make improvements on the most important parts of your site quickly i.e. the ones with the highest conversion potential and will help you to solve bugs and issues i.e. the things costing you conversions. User feedback will prevent small issues from becoming big issues that are much more difficult (and costly) to fix.

Delving straight into the most important issues to get them resolved quickly means you can use your web budget much more effectively and what’s more, you can make a case for and prioritize changes by showing the direct reason they’re needed.

Look Beyond Analytics

User Feedback - Usabilla

User feedback enhances and qualifies your raw data. It allows you to get a deeper understanding of what your users are doing on your site, what’s working and importantly, what’s not. Analytics alone are not enough; they might tell you that X number of people left your site after visiting a particular page, but user feedback tells you why.

Getting to the real cause of the problem quickly and easily will save you time, money and effort in the long run and eliminates any unnecessary guesswork. Look beyond the numbers to develop a greater empathy with your user and build a better user experience; keep them engaged and coming back by understanding what they want.

For example, Usabilla helped one company who were reporting huge bounce rate figures on their newly designed website. Collecting valuable user feedback helped them identify why people were leaving and what content they expected when they landed on the homepage. As a result of the qualitative feedback they received with Usabilla, they moved information and links around and decreased bounce rates by 20%. 

Improve Conversions

User Feedback - Usabilla

The key objective of most, if not all websites is to increase conversion rate. Whether it’s a retail checkout process, content downloads or sign up initiatives, improving conversions means an overall improvement of some sort to the business. By asking users directly what they like and what they don’t, you can actively put in place the changes needed to meet their needs and in turn, improve the likelihood of them completing the desired conversion.

Eliminate the guesswork and get the answers you need. Why didn’t they click through? At what point are they abandoning the process and why? Which content piece was most engaging? With Usabilla, you can create targeted feedback campaigns based on certain user behaviour (pages visited, cursor navigation etc.) so you can get accurate information about exactly what the problem is. Usabilla also allows users to give specific feedback on any element on your site and even provide a screenshot. No more guesswork. Enabling your customers to give you the answers you need directly is the best way to understand their journey and stop speculating about what might work.

By collecting user feedback, you are giving your users a voice. This allows you to make informed decisions to improve your website based on what your users actually want.

Your success lies in their feedback, all you have to do is start listening.

Usabilla’s Voice of Customer solutions help optimize and improve the performance of your website, apps and emails. Our sophisticated solutions collect qualitative feedback across mobile, tablet and web and have been utilised by 20,000 professionals worldwide, including big brands like Adidas, KLM and T-Mobile. Find out more about how Usabilla can help improve your business by clicking the banner below.

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