Today’s leaders and marketers have no shortage of metrics that can help them determine how to better serve their customers and improve their sales. Despite this, one metric stands out as the key to optimizing the user journey through touch points. If you can make sure that this area is in perfect condition, your other scans and adjustments can be much easier to do.
The holy grail metric
By far the golden metric for determining if customers are having the right experience you want to deliver is task completion. In my own experience, up to 80% of retail sales departures online, which means people come to your site for all kinds of reasons. For example, maybe they visited your site to check the price of something rather than to buy. Maybe they want to see if you are selling a specific product or see your store’s hours of operation.
Whatever the client’s goal, ask yourself if they are capable of achieving their goal. It is extremely important that they can do this because, from what I have seen, if a customer can complete their core task, they are 75% more likely to go through the sales funnel and eventually d ‘buy, regardless of where it may be in their user journey. If you improve the customer’s ability to do what they are about to do, you will increase the chances that they will complete a transaction in the future.
How to use task completion to sell better
The first step in applying task completion metrics to your sales and customer satisfaction is to look at your data. Pull web analytics or the like that can show you everyone who came to your site and couldn’t do what they intended to do. You might find that a certain percentage of your site visitors failed to reach their goal.
What’s the best way to determine customer intent? Inference is valuable and sometimes works well. If someone walks into your store and walks straight to the TV aisle, for example, you can assume they’re there to buy a TV. But the easiest method is usually to ask a random sample of your visitors what they intend to do using an online survey tool. You can do this at any time during their trip. This should give you a basic idea of what is likely going on across your entire user base.
The next step is to determine Why the client could not achieve what he wanted to do. Common reasons could be that your site did not load correctly, that they could not navigate the site intuitively enough, that information was missing, that live support was not available, or that your search function did not take into account how they were looking for a product. Your existing website or other data can show you where the obstacles are. But, just like uncovering intent, using customer experience tools for surveys or other techniques to directly ask customers why they missed their goal is ideal. Social listening and reading reviews are other good ways to get direct feedback from users.
Once you have an idea of what the sore spots are, your goal is to remove as much friction as possible for the user. This could mean rethinking the design of your site and making it more interactive, for example. Be prepared to invest in whatever customers clearly need. Remember that even small, inexpensive or free changes, such as changing the location of a display or making your online payment button larger, can make a huge difference.
It all relates to your Customer Effort Score. If a customer is able to do what they came to do but struggled to reach the finish line, then there is still room for improvement in terms of optimizing the customer journey. You know you have a serious problem if client efforts and unfinished business are high. As you remove the friction, the customer’s effort should decrease, and ideally, the overall experience and task completion should improve.
With Friction Gone, your bottom line improves
Customers can have all kinds of goals when interacting with you face to face or online. Their ability to achieve these goals has a direct influence on their purchasing decision. So, pay attention to the ability of people to perform their tasks. Do your homework to understand what creates friction. Then, proactively use what you learn to improve different touchpoints along their journey for a significantly better experience and higher likelihood of a sale. The smoother the customer experience, the more stable your business will be.