Want to reduce churn rate? Optimize your user experience.

Are you tired of losing customers? Users becoming inactive? Are you even aware of how many new users and customers you’re missing out on, simply because your website isn’t user friendly? Because your sign-up form isn’t optimized for simplicity? Or because your email verification process isn’t even working properly?

These are all problems we’ve encountered and fixed, and this is what drives our vision at Conscious Creative: a world where every user experience is built with users in mind, designed beautifully, and optimized for success.

Example 1: Password requirements

Your password requirements could actually be causing users to drop off before they ever create an account. When you require seemingly “secure” (but actually outrageous) combinations of numbers and symbols, but not those symbols, and letters with at least one capitalized and not more than two of the same number in a row with a grand total of at least 8 characters but not more than 32 characters… *breathe* …you’re telling new users that moving any further in your process is probably going to be just as much of a pain as trying to create a simple account.

Instead, give those registering new accounts the chance to be creative and flexible in their passwords. Setting minimum requirements is okay, but remember that complex, unintuitive passwords are not secure by default. Mathematically, it is the length of the password that increases difficulty of hacking by machine.

And, beyond common sense (not choosing a terribly generic password), you generally want users to pick a password they can easily remember without needing to resort to writing them down, entirely defeating the purpose.

Examples 2 and 3: Validation errors & no user education

Sometimes, I find that forms want me to enter a website URL, but don’t accept a plain and simple “phxconscious.com” as the input. Instead, they spit out an error telling me the URL is invalid, with no indication of how to fix it!

“What IS a valid phone number, then?!”

To some of us, that error is a almost always a sign that we need to include “http://” (the protocol) before the domain. But, to a less tech-savvy user, this is a highly frustrating problem that leaves them wondering what the hell they’re doing wrong, and if it’s even worth figuring it out just to give your service a shot.

Three ways to fix this: accept URLs without the protocol, automatically populate the protocol as a fixed placeholder (like Typeform does), or at the very least instruct the user to include what your form requires. It may sound basic, but this attention to detail has very real implications in the customer success journey.

Example 4: Bugs in your user interface

Once, I was trying to make a donation to the Boys and Girls Clubs of the East Valley here in Phoenix. I don’t mean to put them on blast, and I never judge nonprofits on their design quality. (Nonprofits, like startups and all of us, should ship early and often.) However, I literally couldn’t submit my donation, after 10 minutes invested into filling out the form—and why?

I couldn’t submit my donation because the “Submit” button was missing. Missing! Not hidden, not disabled, not broken—missing entirely! How many donations were they losing every day to a simple clerical error? Thankfully, we got this fixed quickly and they started seeing an uptick in website donations processed.

It’s ironic that in life, we don’t know what we don’t know. That’s where experts come in. If you’ve got a website, an app, or even a physical product, there’s a good chance your customer’s user experience could be improved. A better UX leads to more sales, greater monthly active usage, and other metrics that matter to your business and investors.

Ready for a quick & free evaluation of your UX? Fill out our contact form at phxconscious.com/start or feel free to wave@phxconscious.com and we’ll give you a sense of where you can improve.