Sometimes, companies think it's so obvious what needs to be done in the situation that there’s just no point in it.
They know the site is broken.
They know users are dissatisfied.
They know there are problems and they just have to fix them.
They don't want to go out and spend money doing research or talking to customers just to be told that something's broken.
On one level, that sounds logical.
But there’s several problems with that thinking. First of all, how many things are broken in your experience?
How many points of frustration does your customer have?
Are you going to fix absolutely every single thing that needs to be fixed?
And are you going to do it all this quarter?
What you're probably going to do is you're going to pick some things.
You're going to tackle some this quarter, some next quarter, and there may be some you may never get to.
But are you doing them with the right priority?
Are you fixing first the things that are impacting customers the most and the most negatively?
If not, well, then you may be suboptimizing your investments because you'd want to put money against those things first, which are causing the most pain and pulling down your business results the most.
I’ve seen companies that said they were pretty sure they knew what their 10 most pressing problems were, but wisely asked a firm like ours to do some customer research to validate the list.
And typically, some of those “10 things” turn out to be really important, but the initial ranking of the relative priority might have been off.
Additionally, there often turn out to be at least a few things that are even more important than any of those items that weren’t on anyone's radar.
Furthermore, even when you are right initially about what the problems are, you need to be sure you are implementing the right solution.
We worked with one company that was sure that customers were confused about their ordering process. They concluded that without any customer research.
And they were right! So they totally redesigned it, but made it worse, as empirically measured by the conversion statistics. That’s when we were brought in.
Through some basic customer research were we able to both validate the core issue and identify a far better solution that aligned with user needs. The conversion went way up.
REASON #3: THEY DON’T BELIEVE IN CUSTOMER RESEARCH.