I recently read another great Seth Godin post about measuring and fixing things that are broken. But we don’t always know if something is broken. As web designers, we make recommendations for user experience all of the time. But we don’t always hear the feedback from the end consumer after they use our products. Imagine if we received the website usability complaints, instead of them going to the customer service line. Seth says it best:
[bra_highlight style=’highlight3′]Here’s how a storekeeper makes sure the store is working: She sits at the register and watches. If the line is twenty people long and folks start walking out, she hires another cashier. If too many people pick up a new product and then put it back on the shelf, she asks for new packaging, or drops it from the inventory. If there’s a line outside in the morning, she opens earlier. Alas, the same feedback cycle doesn’t happen automatically online. You have to build it into your website–if you don’t, the silence may confuse you. If you have no idea if people are walking away in frustration, you can’t possibly fix it.[/bra_highlight]
[bra_highlight style=’highlight1′]The more we can measure, the more we can fix.[/bra_highlight] With great tools like Google Analytics we can see a leaky online funnel, broken pages, pages with high bounce and exit rates, and hopefully patch that leaky funnel.
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