Design and sales are two core departments of a business. These two departments look at products differently. While one focuses on developing a great product, the other works efficiently on selling the same. There, however, is a good level of interconnectivity among these roles. The concept of user experience [UX] and design is slowly becoming a major focus of the purchase and sales process.
Here are a few reasons that underline why putting an emphasis on UX is good for sales:
1. **Strengthen the relationship with the customers**: Like all people, even consumers like it when someone actually lends ears to their problem. Great customer service involves both connecting and engaging with the customers on a somewhat personal level. UX designers typically have a good understanding of the requirements and needs of the customers, as well as of their issues and major concerns. To ensure this fact, they can try to sit with the users and directly ask them how a product can be improved. This honest conversation largely points towards how much they actually care about their discerning clients, and can, in fact, help in improving their relationship. UX research shows customers that a company cares about them enough to actually listen to them and try to change and innovate their product on the basis of their feedback.
2. **Set expectations correctly**: A sales team working alongside the UX team can be at a great advantage. One of the key segments of creating an incredible user experience is to align expectations with reality. It hence is up to the sales department to help craft those expectations right from the beginning so that when the customers ultimately use the product, they get what they expect and more. Staying adequately informed about the direction a product is being driven significantly helps in focusing the sales pitch on reliable details.
3. **Get the needed reality checks**: Following a user-centered process means that output created by the company is focused on satisfying the needs of the users. Abiding by the UX principles can give a company some great reality checks. It helps them to understand whether or not their customers would be impressed with their next product release. If the answer to this is negative, then it might be an indication for the company staff to revise their goals and perspectives.
4. **Have a safety net**: The UX process involves multiple user testing before the ultimate product is launched. This can provide a safety net to the company so that they can ensure that they do not face huge negative responses after the launch and have to deal with significant setbacks.
In the contemporary competitive landscape, a sales and UX perspective is crucial to a steady iteration and deployment of efficient and successful products.
Here are a few statistics that additionally underline how important UX tools are to sales:
- For every $1 invested in UX, there is a return between $2 and $100.
- After changing their button text from “Register” to “Continue”, a leading eCommerce brand increased sales by $300 million
- Airbnb attributes UX for helping them to reach the valuation of $10 million, from being a near failure
- After a simple homepage redesign, the revenue of ESPN increased by 35%
- Every year retailers tend to have an estimated $2 billion lost sales due to slow loading websites
- Amazon discovered that a 100ms reduction in the page loading speed can cost them around 1% in sales
- By tailoring customer experiences, Walmart Canada managed to increase their on-site revenue by 13%
It is important to notice that some of the statistics mentioned above are not strictly about the common UX elements, and includes the aspects of loading time and copywriting as well. All these apparently are the areas that users focus on, and evaluate their overall experience. This factor also highlights that UX is way beyond just nice images and colors. It involves the whole experience or feeling of the users when engaging with a product.