Often, it can seem like efforts to improve design, user experience, search engine optimization, accessibility, and a host of other elements that affect the overall brand experience can be difficult to quantify. How is it possible to show the success of these efforts?
When done well and with appropriate plans to measure, it is imminently possible to show the reward of a positive brand experience. It’s important to have a plan to correlate improvements with results.
Here are some tangible ways to measure your success and tell the story:
- How many more attendees did you draw to an event, or customers for a service, or registrants for a course, when you improved the promotional collateral and campaign strategy?
- How did site traffic and visibility increase to a particular area of focus where you have improved the digital user experience?
- How many more users are clicking on the call to action, now that you have modified it to meet user expectations and emphasized the action step?
- Have improvements to the sub-brand raised credibility to the point that you have more people joining, registering or interacting?
- How have you decreased the need to answer user questions directly by creating a website that acts as a self-service resource? How much time has that opened up for you to focus on other projects?
Ultimately, it’s important to be proactive about correlating the experience with the business goal. Jared Spool’s article, Yes, Alan, There Is An ROI for UX Design, reinforces this concept, and is a recommended read.
Have you made a change to the IEEE brand experience that has led to great results?
We’d like to know! Email the IEEE Digital & Creative Innovations Team at firstname.lastname@example.org with your story.