How to upgrade your product and make it competitive

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Having a product that nobody wants and not understanding why it’s not appealing to target users is a daunting challenge to have for many product owners. We’ve designed this ebook to help understand some of the underlying causes of this common problem, as well as shine some light on how to solve it.

If your goal is to have a great product with excellent user acceptance, follow our humble advice based on 10 years of experience successfully delivering compelling and competitive products. 

The first thing to know and understand is the conversion rate - the most important product metric. A conversion can be any desired action that brings your business closer to making a sale.

Can you imagine how the right conversion rate optimization strategy can significantly improve product quality? Based on our experience, products built with UX in mind increase retention rate threefold and new users’ engagement by 15%.

Some stats highlights 

  • 88% of online shoppers say they wouldn’t return to a website after having a bad user experience.
  • 70% of online businesses that fail do so because of poor usability.
  • Only 55% of companies currently conduct any UX testing.
  • You are 279.64 times more likely to climb Mt. Everest than to click on a banner ad.
  • 53% of mobile site visitors leave a page that takes longer than three seconds to load.
  • People form 75% of their judgment on a website’s credibility purely on its aesthetics.
  • Bad mobile optimization annoys 48% of users.

Issue

The product is not performing. How to pinpoint why?

Before starting the improvement process, it’s necessary to determine where the problems lie. There are a number of issues linked to lack of conversions:

  • Cluttered app design
  • User-hostile interface
  • Counterintuitive usability (User doesn't understand what is going on because your application interface has a lot of actions with no consequences) 

Identifying flaws may prove to be a challenging task at first but is the cornerstone to finding the right improvement strategy. One of the best strategies is to look at the current state of the application as an unbiased party. Reviewing the product from a user’s perspective can help uncover valuable insight into improvements to assist with achieving better conversions.

Want to increase the conversion rate? Create value for the customer.

The main goal of UI/UX is to create value for the customer. There are many techniques out there to help enhance user experience. We’ve compiled the most effective ones in an easy-to-follow step-by-step guide:

Create user personas to understand their needs
Product features are most effective when designed with specific pain points in mind. Hence, it's important to understand which target user will benefit from those features. This step is effective only when based on deep market and user analysis;

Identify user journey 
The best way to gain insights on how to improve your product is through identifying the user journey. It aims to optimize the navigation behavior of a website visitor and all interactions, ultimately helping with intuitive design;

Set up a proper button tracking system.
If done correctly, such a system allows to track each button’s performance and provides a lot of useful data, and serves as a key factor to finding the insights for improvements quickly and easily. 

Clarify the problem
Analyzing collected data helps understand what part of the app doesn't fit user expectations, allowing to make proper adjustments. 

Create and test hypotheses on how to solve the problem
Using hypothesis testing is essential to driving meaningful experimentation. Treat each hypothesis as an idea to be tested. Whether confirmed or rejected, it provides valuable information about your visitors’ expectations and behaviors and feeds your iterative optimization process.

Enhance your app 
Adopt a client-first mindset and implement the most successful hypotheses into your product interface to reflect user needs and desires.

Measure results
Use performance measurement to get expected results and planned product growth.

Useful tips:

Keep users informed about what’s happening. Use maps to show people where they currently are and help them understand where to go next.

Support Undo and Redo functions. Make it easy to exit out of the current interface or action (e.g. Cancel button)

Maintain consistency within a single product or a family of products.