Adaptability has always been critical to business success, but suddenly, in the midst of the unprecedented disruption of Covid-19 fuelled rolling global shutdowns, more and more businesses are realising that these challenges represent a unique opportunity for growth: the key is understanding your User Experience (UX) and loyalty.
Once upon a time, in rosy pre-coronavirus days, customer loyalty could be measured in foot traffic and defined by positive in-store experiences. Now, with shutdowns driving most customers to online shopping, businesses only have one chance to make a good impression online – and if you don’t get it right, you lose that customer. Using a global community of professional testers and customer-like users across over 100 countries, crowdsourced testing has emerged as an efficient, reliable and economically sensible way to fine-tune your UX to maximise potential.
Even before Covid-19, customer experience (CX) was emerging as the new consumer battleground. In 2010 only 36% of companies competed on the basis of CX – by 2018, that number had skyrocketed to a full two thirds. 62% of businesses are now investing to meet the changing needs of the customer, with 82% of the top performing companies paying close attention to the experience around UX.
Covid-19 has brought about a wave of sudden challenges for both businesses and consumers. How well has your business adapted to the newly online-centric marketplace? In some sectors, all interactions are now online, reducing a business’s ability to understand how customer behaviours have changed. Crowdsourced testing enables businesses to compile data from diverse sources to inform a nuanced, current understanding of your business’s digital terrain, to understand how many people are not buying, and why. Without access to a physical shop, your CX on your digital platform determines where – and what – they will purchase.
In fact, although brand loyalty has long been endorsed as an intangible asset for a company in crisis, recent studies have shown that poor UX can result in significantly harmful outcomes.
A 2018 study commissioned by PricewaterhouseCoopers found that 74% of all Australians identify UX as an important factor in their purchasing decisions. 65% of respondents identified that a positive experience with a brand was even more influential than great advertising, while 42% of customers would rather pay more for a friendly, welcoming UX.
Conversely, loyal customers quickly become a liability when their high expectations are unmet and their online experience fails to match their in store experience, resulting in inverse social media traction and wider customer losses. A staggering one in three customers (32%) asserted that they would walk away from a company after just one bad experience.
With better growth and revenue directly linked to better UX, the question must be asked: have you done your research? Has your research encompassed different demographics and devices? Does it delve into intuitive statistics: do you know whether people are leaving more reviews, and if the reviews are being left from a customer experience (CX) or a user experience (UX) point of view?
A Cisco study determined that consumers would not care if 74% of the brands they used vanished! Crisis management professionals are now including UX testing in their modelling in order to quickly evaluate whether to incorporate your brand’s loyalists as a defence strategy or to plan for ways to improve your company’s online systems. For example, compiled statistics on the number of people who abandon baskets can be analysed to extrapolate the percentage of potential sales lost to poor UX, revealing how many sales and potential revenue have been lost this way.
The reality can be confronting. Businesses who may have understood their online UX prior to Covid-19, are suddenly finding consumer needs have shifted so dramatically that their understanding is inadequate in the current circumstances.
This is where crowdsourced testing, using a cloud platform like Crowdsprint (built by Revolution IT), offers distinct advantages. With access to greater resources than traditional testing, crowdsourced testing can complete testing within tight timeframes of 2-5 days while testing across twenty to fifty devices instead of two to five devices by customer-like users conducting real-life test scenarios – something a tool may not provide. This fast delivery and maximisation of coverage fuels a level of immediate responsiveness, unavailable with traditional testing, but critical in allowing businesses to navigate Covid-19 impacted markets.
Customers are accessing goods and services in new ways and across different platforms, but the important thing all experts agree on? These changes are permanent. Businesses must act decisively and make immediate changes to their UX if they are to maximise related increases in revenue.
To put it simply: now is the time to consider crowdsourced testing if you haven’t before.
Know what your users like, dislike or love using – hear it from our crowd first.