Mais do que nunca os consumidores têm, na ponta dos dedos, o poder de decidir. O que faz com que a experiência do usuário seja fator determinante para impactar as suas vendas. 

A questão é que os clientes estão a cada dia mais seletivos e exigem experiências que de fato, os atraiam, motivem e agradem. 

Por isso, empresas de todos os segmentos precisam se preocupar em garantir uma maior satisfação entre eles e a marca.

No entanto, para promovê-la é preciso abrir a mente e considerar todos os pontos que são indispensáveis para a interação do seu produto com o seu consumidor. 

Isso quer dizer que não basta apenas apresentar um diferencial no mercado, oferecer um preço bom ou melhorar o atendimento.

É preciso organizar um conjunto de ações que levem essa satisfação ao seu público desde o primeiro contato dele com marca até o pós-vendas.

Quer saber como garantir uma boa experiência para o seu usuário? Continue a leitura e confira nossas dicas.

O que é experiência do usuário?

Experiência do usuário é a tradução do termo inglês user experience, conhecido pela abreviatura UX. 

Pode-se dizer que ela envolve todos os pontos de contato e relação do consumidor com a marca. 

Como o próprio nome sugere, são as boas experiências e vivências dele ao chegar até o seu produto, conhecê-lo melhor, comprá-lo, usá-lo e continuar apaixonado.  

Um exemplo de experiência do usuário

Look Would GIF - Find & Share on GIPHY

Um excelente exemplo de UX é promovido pela Nespresso, uma subsidiária da Nestlé que comercializa máquinas supermodernas e cápsulas de café de alta qualidade.

Além da qualidade dos produtos, todos os valores dessa marca são voltados para promover experiências únicas ao seu consumidor.

Quando o cliente adquire a máquina de fazer café, a Nespresso envia também algumas cápsulas para se certificar que de fato, ao utilizar o equipamento, ele terá uma experiência única com o melhor sabor. 

E para continuar garantindo boas experiências ao seu público, a marca tem boutiques superequipadas e personalizadas espalhadas por diversos países.

Além de poder adquirir acessórios e os mais variados sabores de cafés no interior de cada loja, o cliente tem a sua disposição um quiosque especialmente preparado para que ele possa fazer degustação. 

Para complementar a experiência do usuário, ela criou aplicativos e clubes online onde o cliente encontra as opções e novidades sobre os sabores da coleção. 

De fato a Nespresso abriu a mente e promove todas as possibilidades para que os seus clientes tenham vivências únicas.

Sua empresa também pode focar em desenvolver a melhor experiência possível para o seu público.

É importante ressaltar que tudo isso torna-se inviável sem os serviços de UI, User Interface. 

Quais são as diferenças entre UX e UI?

Para uma marca garantir excelentes experiências ao seu público, ela deve trabalhar duas áreas específicas: a UX e a UI

Os profissionais que se especializam na UX são os responsáveis por realizar inúmeros estudos para compreender mais sobre costumes, gostos, necessidades e desejos dos usuários a partir de metodologias.

Isso pode ser feito através da persona, jornada do consumidor, entrevistas, pesquisas de campo, busca de dados, etc.

A Interface do Usuário, UI, é supervaliosa dentro do processo da experiência do Usuário, já que essa área cuida especificamente do projeto visual que envolve toda a parte física com o qual o consumidor vai interagir, por exemplo, um botão, menu diferente, som. 

Como tornar a experiência satisfatória?

Você já sabe a importância de garantir uma boa experiência do usuário e os profissionais que geralmente são envolvidos nesse processo.

Agora, confira como você pode fazer isso.

Otimize seu site

Na maioria das vezes, a satisfação do consumidor começa no site da empresa, que é uma das principais ferramentas para ele conhecer e entrar em contato com você.

Primeiro, é preciso que o site seja responsivo para que suas páginas se adaptem aos variados tipos de telas, como tablets, celulares e notebooks. 

Segundo, ele deve promover facilidades na navegação e nesse contexto é importante lembrar que cada público tem uma necessidade e o seu site precisa estar pronto para atendê-las. 

Por exemplo, se o seu produto é destinado às pessoas idosas, elas não terão satisfação e vontade de navegar na sua página caso apresente uma fonte pequena, se elas tiverem dificuldades para encontrar o produto e conteúdo que estão procurando ou ainda se as imagens não combinarem o perfil delas. 

Facilite a comunicação

A comunicação influencia em todas as fases da experiência de um consumidor. 

Ela precisa ser:

  • profissional e amigável, 
  • coerente e simplificada.

Muitas vezes a marca tem mais de um público e cada um deles está presente em um canal digital, como as várias redes sociais, por isso, identifique onde o seu cliente está e facilite a comunicação entre vocês.

Invista em conteúdos personalizados e adequados

Criatividade e originalidade são fatores primordiais para garantir uma boa experiência do usuário. 

E você pode fazer isso através de conteúdos personalizados e especialmente adequados para o seu público. 

De acordo com o perfil dele e o canal utilizado para a publicação, eles podem:

  • ser relevantes e informativos,
  • tocar o lado emocional, 
  • ser provocativo, instigando para compartilhamentos, clicks e curtidas,
  • convidar à reflexão,
  • ser fofos, com animais ou crianças,
  • ser engraçados.

O importante é que o conteúdo provoque uma reação positiva. 

Motive o usuário

Investir em ações que motivam o usuário é trabalhar para promover uma boa experiência para ele. 

Você sabia que um simples desconto pode fazer a diferença na para o seu público?

A 40ª edição do Webshoppers, da Ebit/Nielsen, que mostra o perfil do consumidor online brasileiro, traz informações importantes para quem deseja cativar um cliente.

Os resultados apontam que 61% dos entrevistados revelaram que a oferta do desconto foi o principal motivo para eles efetuarem a compra. 

Recompensas também são formas de conquistá-los. Afinal, quem não gosta de receber um mimo ou uma vantagem? 

Exemplo disso foi uma joalheria, no Sul do país, que publicou no Instagram um quiz em que anunciava um brinde. 

Apesar da proprietária deixar subentendido que o prêmio seria um ebook, muitos leitores não compreenderam e pensarem se tratar de uma joia, o resultado foi que em menos de 24 horas ela conseguiu mais de um milhão de seguidores. 

Existem ainda outras ações que podem ajudar você a encantar o consumidor, entre elas:

  • responda às mensagens dele forma clara, cordial e rápida,
  • desburocratize o seu processo de vendas,
  • facilite o pagamento, tanto em parcelas como aceitando as diversas formas existentes,
  • invista no relacionamento pós-vendas.

Agora que você conferiu como garantir uma boa experiência do usuário, acesse nosso site e confira como a witu.digital pode ajudar você a promover mais satisfação aos seus clientes.

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