May 05, 2015
AnswerDash Matches Customer Concerns with Website and App UX
By Casey Houser
AnswerDash provides businesses with software that can help illuminate the experiences customers have with brands. Its software seeks to find out exactly why customers make or abandon online purchases, and its most recent news release concerns an update to that very function.
The new analytics tool provided with the AnswerDash platform allows businesses to see actual customer concerns in the context of websites or apps. Collectively, there will be popular customer questions that make it to customer service; AnswerDash will take those concerns and find out to which areas of a website they apply. Concerns are matched directly with Web pages or app sections that can be improved, so developers can get a clear idea of why they are making improvements.
Jake Wobbrock, the co-founder and CEO of AnswerDash, spoke in his company's announcement about the link between customer issues and the digital designs those customers use to make purchases.
“Instead of guessing why users abandon,” Wobbrock said. “AnswerDash empowers businesses with data around where and when users encounter roadblocks, allowing UX designers to double down where they are winning and make powerful design improvements where they are not.”
He continues by stating that understanding customer behavior and concerns allows designers to respond accurately to issues those customers may have. A correct response can differentiate a successful business from a failing one, so it is important to get things right.
AnswerDash makes getting it right a sincere possibility. As Wobbrock said, designers will not have to guess about the intentions of consumers. The AnswerDash HotSpot feature, for one, points out exactly the areas where customer concerns align with the structure of a business's website or app. Furthermore, its Answer Paths tools gives developers a look into the navigation patters of each user to determine why they did or did not make a purchase.
Those two tools, when placed together, can be very powerful. HotSpot brings together the whole of customer concerns and illuminates the most prevalent ones. If designers were to fix problems on their websites that corresponded to those issues, they could positively affect the purchasing behavior or consumers across a wide range of people. Designers will remove the roadblocks to successful purchases.
Of course, no one tool is a perfect remedy for all problems, so Answer Paths can help clear up any further issues by highlighting what HotSpot may have missed. If customers are still abandoning purchases after websites have been improved, Answer Paths can show why those customers are still leaving their paths of action. It is possible that design flaws kept them from completing a transaction; here is the chance for developers to see exactly which flaws got in the way.
All in all, design teams should be able to improve their websites and apps with proper use of these tools. The addition of HotSpot brings in the collective mind of all consumers and makes that a top priority. Businesses that are diligent in updating their online products could see conversion rates climb with only a few basic changes.
Edited by Dominick Sorrentino