How I tie my UX work to sales and revenue
At my company everything the marketing team does falls under our sales funnel. This means that everything I do as the UX designer falls under one of the segments of this funnel. With this relationship, it’s easy for me to demonstrate how my UX work affects my company’s bottom line.
You’ve probably heard of the sales funnel before. Every company has their own version. I’ve illustrated below the sales funnel my company uses. Below that I briefly list the UX work related to each phase of the funnel. My company’s product is a subscription based web application, so our funnel reflects the sales phases that come with a subscription based app.
My company decides what design we should pursue next by taking a look at the current metrics of our sales funnel. The part of the funnel that is the lowest or suffering the most gets the highest priority.
1. Impressions and Clicks: The UX goal here is to get people to click in less than two seconds and introduce the brand. UX deliverables: Banner ads that are either static, flash or dynamic.
2. Trial Taker Rate: The UX goal here is to introduce people to the application and do whatever else it takes to get them to take the free trial. UX deliverables: Landing pages, homepages and micro sites.
3. Conversion Rate: The UX goal here is to get people to their first success in the application during their free trial, ideally within the first few minutes of their using the app. UX deliverables: The application itself, especially functionality related to the first success. It might also include all the detailed functionality and experience.
4. Retention Rate: The UX goal here is to keep people subscribed to the application for as long as possible once they have converted. UX deliverables: The application itself, with experiences designed to last over time and/or over a desired customer life cycle.
