You’ve launched your new user experience – congratulations! Now the interesting part starts. In this post, we will discuss how to make sure your user experience is having the right effect.
Why is measuring important?
Adding a new user experience is a big step – you are changing the way users interact with your store. Any change, however small, can have a ripple effect and affect the sales KPIs.
Let’s assume you have launched three new user experiences. Each was added to a different location in the user’s journey and has different effects.
In reality, there is a likelihood that several of the user experiences will succeed, others might fail and others won’t make any impact. Only by tracking each user experience, you can determine in a data-driven way, what the effect is on users browsing the website. Without tracking, you will not be able to determine the effect or measure it in any way. This will result in launching experience that may have a negative impact on the shopping journey, and not even knowing it.
How to respond to each experience outcome?
Assuming we have tracking enabled on all the experiences, we will see various outcomes after running each user experience. Only by properly tracking we can determine what the correct response is to each outcome:
- Positive – the experience affected our KPIs in a positive way. To make the most out of it, we want to keep this experience active and attempt to scale it to more users or products.
- Negative – the experience affected the KPIs in a negative way. Users in production are having a worse user experience. Every day this experience is online is costing your business sales. The experience should be shut down. If there are still ideas on how to turn it to profitability, then those can be considered as part of a future experiment.
- Neutral – the experience didn’t have any impact, positive or negative. This is a common case where the experience was not very major. This means that while it did not have positive effects it also didn’t damage. If your team has ideas on how to improve it, go for it.
By properly tracking, you can evaluate each user experience and apply the logical response.
The most common way to track is through A/B testing.
Next post: Measuring Experiences with A/B Testing