No matter how far the world goes, the final goal of any business is to generate profit. For that, it needs to convert. To achieve this goal, the consumer - or user in the case of software - needs to feel comfortable with the interaction they have with their product, or service provider. In the digital world, this is known as User Experience (UX). The better that relationship is, the better the sales potential.
When we develop software, we usually think the UX starts the moment the user comes into contact with our product. However, if you want to generate a truly solid experience, which generates customer loyalty and repurchases, you must consider the client from the very moment the development is in the blueprint. These10 tips will allow you to generate fluid interactions between your software and customers, so you can keep them faithful and happy.
1. Think about your target customer
The first thing you should understand when you develop is the audience you are pitching your software to. The first key factor of success is knowing your target market. Regardless of the amount of technology involved, the matter remains simple: the customer comes to you to solve a problem. If a person wants to buy an orange, the need is not how advanced the sales system is. Obtaining the fruit is the goal.
When bringing your team together, you must put yourself in your customer’ shoes. What do they need? Imagine your user, their individual likes, preferences, behaviors, and problems. By having empathy with the characteristics of your target market, you will better understand what kind of solutions you need to offer them. Avoid programming for yourself - make the program for your clients.
2. Create efficient platforms
25% of users leave after four seconds if a page doesn’t load. In monetary terms, that means losing a quarter of your potential customers. The designs must be efficient, so always prioritize speed and simplicity above the spectacular.
The key word here is balance. Applications should look attractive and eye-catching, but not to the extent it creates problems for the user. If the customer gets what they want in a pleasant, easy and fast way, they will always be loyal to the brand.
3. Solve the problem of the user; don’t complicate things
A user comes to us to satisfy a need; allow them to achieve this. Millions of users are lost because of overly complicated registration processes. The saddest part of all this is that many of them are customers who have already decided to buy.
Think of your development as a source of solutions, always maintaining adequate security. Today there are many interconnected applications, and that's an aspect you can take advantage of. Everything that makes your clients’ life easier is worthy of your time and effort.
4. Think responsive
We no longer live in a world where our user sits at their desk, on their PC, patiently trying to dial into their internet provider by modem to get online. The arrival of smartphones and other devices allow our customers to live connected, even when sleeping.
The design of your software must be accessible from any device that your customer may use. You have the main development, but many times it will not succeed if it isn’t accompanied by an app for mobile devices.
5. Think and program for errors
As human beings, we usually think everything is going to be okay. The same thing happens to us when we develop. Sometimes software is successful not by its maximum capacity, but by the minimization of errors. Perform tests over and over again.
In many cases, it may take longer to program to avoid errors than it took to create the main code itself. Keep in mind that if an error appears, it’s better that it happens to you than the client.
6. Same icon, same route
The user experience becomes complicated if they don’t know where to find things, or how to use them. The paths to the different solutions provided by the software should be simple to follow. Try to be effective and safe, but with simple procedures. If you need to develop multiple windows, make sure the icons maintain a consistent appearance and location.
This should also be kept in mind when updating your software. The world changes, and we want our platforms to continue to look attractive and modern. This is necessary. Just bear in mind that your users will retain procedures in their mind, and they are going to look for and expect things to be where they have always found them.
7. Customize the environment
One of the human characteristics that most influence us when making a purchase decision or staying loyal to a brand, is emotion. Allow your users to customize as much as possible, because this is a powerful tool. That feeling of belonging can keep users loyal for many years.
It’s also important that you allow them to decide the frequencies of contact, use, and modification. No consumer likes to be told what to do. As long as the user feels they are in control, they will be much easier to maintain. It’s a simple matter of comfort.
8. Provide security
If something seems strange to your user, they will begin to mistrust. The customer interface must have different levels of security, the highest being those that refer to confidential information. Depending on the type of security you develop, keep in mind the basic keys.
- Minimum criteria when establishing a password
- Masking the data
- Idle time and automatic log-out procedure
- Methods for recovering user accounts
- Avoid using the keyboard, to prevent against software that detects patterns
9. Support wherever
Your software must have support strategies at all times. From a simple suggestion to solid assistance from your help desk, it’s important that support is accessible at all times. When the user has doubts, a procedure fails, or a serious problem arises, they have to be sure they’re not alone.
In the case of complex developments, you have to consider training. Today is simpler. An explanatory video, a webinar, or chat, are useful tools to achieve this. You should also make sure you have a presence on various social networks so your clients will have options according to their preferences.
10. Allow feedback
A negative user experience can become your best conversion weapon. Always create spaces for the client to express themselves. It can be an excellent way to improve your UX going forward so that your solutions adapt to the needs of your target market.
On the other hand, feedback is an excellent aid to make a recovery of product or service. Don’t just solve the problem; always try to offer a little more in relief (for instance, a free month of subscription).
Every day we seek to create digital solutions that allow our companies to generate the necessary income to meet financial objectives. However, if we don’t think about our users as an integral part of the entire development process, our best efforts may be lost. When we adopt the culture of providing effective solutions, which allow the customer to feel at ease, we will profit.
It’s always good to keep in mind that a business is sustainable if the customer stays. To achieve this fidelity, your best tool is to make your users happy. By keeping these strategies in mind, and focusing on user experience, you’ll achieve a high level of conversion and, more importantly, a repurchase. Behind every successful company, there are loyal and happy customers.
Share your thoughts about how you can improve User Experience in the coments below.