Learning how to use a new platform isn’t easy, and when you’re dealing with e-commerce customers that want a quick sale they’ll often leave if they can’t work out the layout or have issues finding what they want.
By using a digital adoption platform you can tune your website, app or other means of contact in order to maximize user friendliness and usability, resulting in happy customers and more revenue for you.
What Is A Digital Adoption Platform?
A digital adoption platform (DAP), also known sometimes as a digital adoption solution (DAS), is an interface that layers on top of an existing one, nominally in order to make the platform easier to use.
There’s plenty of ways that a DAP can assist you when it comes to navigating a website, both on the customer end and when it comes to your website devs. There are two categories of help that they can provide – assistance given to the customer and that given to the developers. In the case of the former, it’s tips and hints that appear to the user, in the case of the latter it’s the information that the DAP provides via monitoring that makes the difference.
Ways To Use A Digital Adoption Platform To Improve Usability
Whether you’re utilizing a website, an app, or a different platform entirely, a DAP can give you insight into how a platform might be used and what the thought processes of its users are. Sometimes when you’re building a platform, you’ll have access to an individual or team whose job it is to review the platform from the perspective of the customer and report back any faults – a quality engineer. This usually doesn’t happen unless you’re a part of a big corporation, so what happens when a small e-commerce business wants to test their website?
The DAP can take the place of this person, meaning you can do all the testing yourself provided you’re not familiar with the front end. The DAP will give you insights on plenty of topics, some of which we’ve listed below.
- Navigation Problems
If you can’t find a product, you’re not going to be able to purchase it. This isn’t the high street where one can simply walk past a store front and see what’s inside with a glance, websites and apps need to be laid out in a way that makes sense to the average consumer. Those who build the platform will be intimately familiar with how it’s laid out, but the average Joe won’t be – the DAP’s AI can help here by
By tracking the way a user moves about, you can gain information on how they think and what other platforms they may already be familiar with and are subconsciously hoping yours emulates. In the case of e-commerce websites common ones are the giants like Amazon and eBay, and if your layout is different you’ll need to make doubly sure that it’s easy to grasp.
- Product Information & Review Availability
One of the most important things that consumers consider when making a purchase is the information available on a product, both that which is provided by the seller and any reviews that are left by previous customers. If these aren’t within easy reach, consumers might be turned off from making a purchase on your platform and you will have lost a customer. The DAP can provide nudges and pointers in the right direction, but ultimately it shouldn’t have to – this is a problem you should fix.
Tracking the way a user moves can also give you insight into how easy it is to find the information you’re looking for, with where they scroll and how much time they spend flicking through sub-sections being crucial here.
- Reducing Complexity
When you’re dealing in e-commerce, speed is of the essence. Complicated checkout processes, confusing product options and long forms to fill out can be severely off putting to potential customers, with many outright abandoning their shopping carts if they find the process too tedious.
There’s not many ways that a DAP can help here directly, but the information that you gain on which step was a step too far can help you improve your process immensely. Below you’ll find two complexity improvements you might want to think about using, and the signs that they’re a good idea.
- Automated/tuned address selectors
If you find that your customers are stopping at the checkout where the address selection is found, you might want to consider adding address selectors. You might think of the boxes where you fill in your zip/area code and it’ll show you the addresses there in a drop-down menu, but there are other ways you can improve this selection.
Depending on your platform’s capabilities, you might have versions for different countries. If so, setting the country in question at the top is probably a good idea – nobody likes scrolling all the way to the bottom to find the USA when you’re on an American website.
- Product selection options
When a consumer selects an item, there are usually different variants to choose from; different colors, sizes, heat resistances etc. The issue is, not every customer will come from a country that uses, say, inches for measurement. It can be frustrating to come across information on a product, only to have to convert it to your native units. If you see consumers abruptly abandoning their stay on your website when they come across the product selection options, you should probably think about this.
By adding an option to change the interface between different units and making it prominent, you’ll save a lot of hassle. Similar to the language issue mentioned above, you can make the default units different on different versions of your website, depending on the most used units in that country.
A DAP isn’t just something designed to help with software learning, it provides intricate and in-depth information on how users think and how they expect your platforms to function. By using this information, you’ll give yourself a leg up on the competition by making yours as user friendly as possible. Will you be using a DAP to improve your websites?