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Being an digital experience troubleshooter

Being an digital experience troubleshooter

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Most of my clients come to me with a problem. These can be wide ranging from “we are seeing large churn in our app” to “we cannot get stakeholders to sign off on vital UX work”. They are sometimes expressed as a user need such as “we need to make it easier for users to do X” or as a business need such as “we need to increase the number of users who sign up for our demo”. Or sometimes just a scream of frustration! Whatever the case, the ability to diagnose the root causes of these problems and address them is a core part of my role and, I would argue, the role of anybody who is working in digital.Whether you are a product manager, UX designer, developer, marketer or business owner, the ability to troubleshoot these kinds of challenges is essential to being successful in your role.Fortunately, no matter the trouble that needs ‘shooting’, there is an approach you can use to resolve the challenge. Admittedly, it takes practice, experience and nuances that are far beyond what I can cover here. However, hopefully I can at least point you in the right direction.So, let’s take a real challenge that I often encounter and work through the process I use to troubleshoot and resolve it.Our example challengeThere are so many possible challenges I could use, but let’s pick one I hear all the time from marketing teams. They are running ad campaigns and yet they are seeing low conversion rates. They want me to help them understand why users are not acting and work out how to fix it.Well, whatever the challenge is, the first step is to diagnose the problem.Diagnosing the problemObviously that is easier said than done. But, normally I start by brainstorming a list of possible causes. For example, in this case, I might consider the following:The ads are targeting the wrong audience.The ad copy is not compelling enough.The landing page is not converting.Conversions are not being properly tracked.The post landing page experience is flawed in some way.The list could go on, but you get the idea.Narrow the fieldNext we need to identify which of the possible causes is the most likely to be the primary issue. Of course, it could be a combination of a few, so we need to bear that in mind. Problems are rarely black and white.We can do this with good old fashioned research. We might look at the analytics data, carry out user testing or run a survey. The idea is to find supporting evidence that the problem is real and that it is the right one.Once we are fairly confident that we have the right diagnosis, we need to zoom in on exactly the nature of the problem.Get specific about the problemLet’s say for example that the problem turns out to be the landing page experience. Ads are well targeted, but the conversion rate on the landing page is low.Well, what exactly is the problem with the landing page experience? Is it the design, the copy, the call to action or something else?Identifying this might be done through years of experience, research or user testing. However we do it, we need a specific diagnosis before we proceed.Now, at this point, most people will jump into fixing the problem, but that would be a mistake. Before doing that we need to ask, why that problem exists in the first place.Understanding why the problem existsI mean think about it. Is there a marketer on the planet who doesn’t know that a campaign will underperform if the landing page experience is poor?It’s easy to assume that the cause is incompetence, but that is rarely the case. Often there are underlying issues that have prevented the problem being addressed.For example, the solution might be to have customized landing pages for each campaign. But there are often barriers that prevent this. Barriers like:A lack of design and development capacity.No template that can be used.An overly restrictive template that cannot be customized for a specific campaign.A lack of time to produce multiple landing pages.Technological limitations.Legal or compliance issues.Again, I could go on.**Identifying these blockers is the most important part of troubleshooting. **Giving them a new beautiful landing page will not fix the problem if they cannot use it. Your solution has to be practical within the constraints of the real world or you need to at least be able to make a compelling case for why these barriers have to be addressed.Addressing the barriersThis is where you need to get creative. Ideally you want to circumvent the barriers, rather than try to overcome them. This will prove far more successful and faster to do.For example, it is not going to be easy to get more design and development capacity or replace the tech stack.Circumventing the barriersInstead, you need to look for workarounds that will get people 80% of the way there, even if it is not perfect. In the case of our landing pages, that might be to create a landing page playbook that teaches AI and marketers how to easily create high converting landing pages in minutes. A playbook ...
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