How do you customize communication and give users exactly what they’re looking for? What is the user’s journey through the product which leads to proper conversion and high leads after they signup initially?
There are too many answers to this. Let’s get a bit personal and into the user’s mind.
What do you need/want?
Here is a typical user’s journey into finding a solution for his problem on a typical website/app
This is a typical mindset of the user when he visits our website. But is every website or app delivering in the same structure? Not everybody does it, some don’t realize, some do it depending on their priority of how they measure conversion %, KPI’s
If we review an example. In the last 6 months people who came to our home page, the % of people who dropped off let’s say were 97K (85%) and after the first interaction as we see it is 6.8K (63%)
Why are people drifting away? What is making them go away? We have a lot of visually appealing images and huge marketing content. We’re also spending a lot in marketing!
What the data?
- They didn’t find what they were looking for.
- It was just too much, they got confused.
- They’re just checking us out and leaving.
If you agree to these possible assumptions. Then you might think that there’s some feature we need to work on. Let’s say that there is a search bar on your home page that searches for content, let’s say a job posting site searching for listings. Marketing comes up with we need more ads, dev comes up with adding a new search algorithm ex: search needs to improve. That’s an immediate instinct of assuming and circling around different departments without actually understanding the user. How many people are actually moving to the next step after getting on to our homepage in the example above? According to the example above, out of the total 114 K sessions, 14.9% people stayed on the home page and took the next step without dropping off. Out of these 14.9%, 33% used the search bar so that is less than 5% of people who actually used our search in the last 6 months. (PS: That’s an example graph I took from one of my clients)
How do we hack this?
Back to Basics: Any type of user strategy begins with basics of a product by asking some questions to ourselves. Because we are talking about user psychology here let’s ask a basic question, are we a need-based product or a want-based product? Here is the difference and here according to economics
As you read this, you can clearly see that you can differentiate between some obvious products and some are a bit difficult, it also sometimes depends on how the market is reacting and what position do you have in the present market. Are you something which people can live without? How do users react in both of these? Let’s see the difference.
Want based approach:
Ask >User asks (puts in his interests)
Get> We Deliver.
Convert> User Converts
Need based approach
Search >User searches
Find> User finds
Book> User Books
Why does the user search without asking and convert? There are two possibilities. One the user felt that the want has turned to a need or has discovered us by an immediate need.
“Converting the want to a need is where user experience and conversion optimization comes in.
Some of these guys ask the users not because they can’t show everything but because they want users to see what they want to see.
How does want change to need overtime?
In the above examples, we can see how they’re catching the user’s interests right in the beginning, before they even take any action! It’s because they are cashing on customization and conversion optimization. A simple strategy of “Give users what they’re looking for precisely.” They’re catching user’s interest in the first interaction so that it can lead to customization and high conversion as well as returning instinct of finding the solution, leading increase in brand recall value.
Both strategies are great, the first one get’s a bit more personalized attention because it is a want, due to which optimization and conversions happen faster. The second strategy works awesome if there is an immediate need for the user such as food, travel, accommodation, clothing. Which is why you find need based approach in some products because they have an immediate need that needs to be addressed. The immediate instinct in some products is a bit delayed because they fall in the want category. However, this does not mean it applies to all the products.
The ASK That’s where we cash in and the second step of GET can be customized as we already know what the user is interested and deliver accordingly in leading to CONVERT becoming easy.
What can you do?
Review Architecture, Analytics and Find Pain Points:
One of the most important things is to ask user’s interests, knowing what they came for at the first interaction and pushing the want to become a need through customized want based user optimization. Let’s say that a user showed initial interest in signing up for your website or app. Ask the user upfront and get the much-needed information instead of letting the users explore things on their own. We can see these strategies in sites like TreeHouse where the user is questioned and hand held through his journey of learning.
Here is an example of an app which is targeted for Let’s say an app that alerts you on events in the city that delivers customized options for each user.
Here’s an example of one of this user flow broadly
A well-crafted email marketing and communication strategy is essential in this case so that the user is hand help through his journey and converted. So, ask yourself, get your product team, marketing and design team and if you have a UXer in your team get them to understand the products stance and ask together, how are our users being assisted to convert? What are we doing that makes the user not only convert in the first funnel but till the full lifetime value. There are however some advantages and challenges in this type of exercises.
- Precise/Optimized User Experience Strategy According to user’s psyche
- High Brand Recall Value
- Conversion focused
- Low dropoffs or bounces due to effective user flows
- Very challenging from tech end to deliver precise changes in the site structure.
- Precise Email marketing requires great planning.
- Marketing, Content Strategy, Email Marketing co-ordination requires everyone to be on the same page.
According to your products stage, if you think that there are less challenges (Ex: you are just launching) and more advantages. Feel free to call out for a meeting and review the conversion funnels today and decide on how to ask your own users! keep in mind the need and want strategy and how the user perceives your product, support it with data.
Let’s make happy user experience decisions!