The CX Express: A 5-Minute Journey To Better Customer Experiences -
One of the biggest issues that SaaS businesses face today is keeping consumers engaged long-term. If you want to make sure you don’t lose your users up front, you need to optimize your SaaS user experience.
A good UX is:
Here are 7 sure-fire ways to improve your product user experience.
Onboarding is critical because it’s the stage when your consumers decide; will they stick with you, or will they look for an alternative solution. Don’t be fooled. A poor onboarding experience can kill your growth and your business.
When used correctly, onboarding can help you:
That’s why it’s crucial to ensure that your customer onboarding strategy isn’t overwhelming, confusing or intrusive, and instead seamlessly integrates into your clients’ work lives.
Flow is key. Since it’s likely you’re using your SaaS platform and email to run the onboarding, it’s important to make that a winning combination. Here are a few great examples.
Duolingo’s onboarding begins by introducing the service, so users get a taste before they’re led to a sign-up form that clearly states its USP.
Some more complex tools require a combination of all three flows to create a sufficiently compelling onboarding experience.
“The entire customer or user experience-from raising awareness, to buying a product/ taking action, to getting customer support-is going digital.” – Colleen Jones
While UX (User Experience) and CX (Consumer Experience) may be separate concepts, it’s essential the two meet when clients require extra support interacting with your tool.
For instance, Kevin Hale shared that his team spent 30% of their development time building support systems within their tool, Wufoo. Instead of forcing users to rely on documentation for support, Wufoo create an in-app notification of updates, helping users quickly overcome their knowledge gap each time they logged in.
These days, several Saas tools have in-app videos explaining basic navigation and functions.
For instance, multi-channel communication platform Acquire use video hints to brief about product onboarding which not only improves user experience but also helps in understanding how to use the tool.
Many Saas businesses have also begun to adopt live chat support solutions, like Acquire, to ensure continuous and convenient support for users.
Here’s a wonderfully concise video by graphic design tool Canva, explaining how users can make the most of what it has to offer
If you have apps to complement your desktop solutions, you should ideally have mobile-friendly support solutions built into them as well.
When creating support systems, remember to:
Wufoo used emoticons on support forums, giving users a way to vent their frustration, and dramatically improving clients’ moods during tough situations.
If your marketing messaging doesn't do a good job of representing the product, you might lose consumer trust. The packaging shouldn't oversell your product. This kind of click-bait may work for content, but it’s a bad idea when it comes to product descriptions. Transparency helps you create a great customer experience.
Car rental company Avis not only admitted they were second best but advertised the fact to win over customers.
One way of embracing transparency is to take the focus away from the appearance and gimmickry of your UX, and instead place it on functionality. Sometimes, the best UX isn’t what looks best, it’s what:
Ensure that your packaging focuses on the functionality you provide. If you’re using images on your website, be careful about what you project. There’s no point in using fancy images that don’t accurately portray your tool or brand.
Here’s how you can build trust with your UX design:
People are more concerned than ever about data trade and security breaches, and addressing these issues is important to create a safe and reliable SaaS user experience.
There’s always a learning curve with any software, and the tool that makes this the easiest usually commands an advantage.
When introducing updates, it’s essential to do it in a way that allows your users to adapt. You can do this by:
For instance, if you want your users to click on a certain button when logging in, you could make it vibrate, or draw attention to it with color or positioning.
For instance, social media management tool DrumUp uses hints and dialogue boxes to explain what some features within the app are supposed to do.
Each user contact matters. The goal of any SaaS tool is to become an integral part of users’ lives, but getting to that point is a challenge. Typically, users are most active at the start and lose interest over time. To keep them engaged, you need a properly designed email outreach schedule.
The idea is simple; users should find your tool easy and fun to use.
When users accomplish something, greet them with a celebration. The goal is to create the same kind of satisfaction for important tasks/actions in your tool as you feel when friends like your posts on Facebook.
For example, MailChimp gives out high-fives to congratulate users on queuing their campaigns.
“Your most unhappy customers are your greatest source of learning.” – Bill Gates
Of course you want to build the best product possible, but you’ll never do that on the first try. Developing a usable product is an ongoing process that will go through hundreds of iterations, requiring user feedback and effective internal communication.
Saas companies should aim to foster a motivational atmosphere where people work together to create an amazing user experience. Take on board feedback from users, whether it’s positive or negative, so you can see what is going well and where to improve. Negative feedback is good. It will only serve to improve your product. Taking regular feedback is needed to create a better SaaS user experience.
Within your UI, respond to users’ interactions and reinforce what they have done well throughout their journeys. What you can’t do within your tool, supplement with external communication like email and app notifications. Ultimately, the goal is to create an enjoyable and effortless experience so your users are inspired to stay with you long-term.
Founder and CEO of Acquire. Passionate about AI, machine learning, chatbots, NLP, neuroscience, and meditation.