Using Analytics for Positive Customer Experiences
Digital communications is more than sharing information on a website. We strive to create user-friendly designs and engaging digital content to meet the needs and expectations of our customers. We use digital analytics tools to gain insight into customer behavior to refine content and optimize the website for worthwhile experiences. When we understand the effectiveness of our web design and content, we can make improvements so our customers (stakeholders) have the information they want in a way that makes sense to them.
What is Digital Analytics?
Digital analytics is the collection, reporting and analysis of data from interactive channels (websites, mobile, social, etc.) to understand patterns and trends with an eye to improving performance and user experience. Focus on identifying goal-based metrics and use that data to measure success or failure with key performance indicators.
What is User Experience?
User experience (UX) focuses on having a deep understanding of users—what they need, what they value, their abilities, and also their limitations. UX best practices promote improving the quality of a user’s interaction with and perceptions about your digital products.
- Useful: Your content should be original and fulfill a need
- Usable: Site must be easy to use
- Desirable: Images, identity, brand, and other design elements evoke positive emotions
- Findable: Content needs to be easy to find onsite and offsite
- Accessible: Content needs to be accessible to people with disabilities
- Credible: Users must trust and believe what you tell them
Digital analytics and UX improvements are ongoing efforts at ACF. We start with digital analytics for data-driven decision making. We also monitor and apply quality control standards to maintain credibility. Finally, we measure ease of use and customer sentiment with customer feedback, surveys, card sorting exercises and other user testing methods to ensure positive customer experiences.