Improving Customer Experience: Usability Testing Is Not Enough

The need for good data to design good websites ...

"Many Web businesses do not provide a compelling customer experience; some sites are simply unusable, while others fail to provide content, goods and services that match their customers' needs and expectations. To make matters worse, most e-tailers do a poor job of effectively assessing their customers' experiences. They fail to learn why their customers behave as they do, a step vital to mapping any strategy for improvement.

To truly understand customers and gather the information necessary to make strategic business decisions, Web companies need to employ methods that yield richer customer insights.

User Interface designers are often buried in technical departments and have backgrounds in software development and graphic design. Unlike their marketing counterparts, they are not trained in product, pricing, placement and promotion. They often report directly to a product manager and are left out of strategic discussions altogether."   continued ...   (Via E-Commerce News)

Customer Behavior.