User Experience Design

How many users (on average) do you lose when switching platforms?

Marc Riesenberg Creative Leader | Marketer | Customer Experience | Professional Instigator

October 24th, 2016

I'm trying to develop an ROI calculation around additional UX resources for an upcoming platform change. I'm assuming there is some data out there on the average number of users you will lose during a transition, but I can't seem to find any industry data. The ROI for good UX is all around the reduction in user loss, so if we can cut the average in half (or way less), we're in good shape.

Ren FRSA CEO - Zymge

October 25th, 2016

It sounds like you are going to do a hard cut over from one thing to another. If you have the resource and technical capability don't do this. Do gradual A/B testing on your UX changes so that by the time you roll out the new one to 100% of the users you know that it's going to give positive ROI, you might also want to offer a manual shift to the old UX for a while if you have some really nervous users.  

Marc Riesenberg Creative Leader | Marketer | Customer Experience | Professional Instigator

October 25th, 2016

We have pilots planned for the rollout, and a strategy to mitigate user loss, but I'm looking for an "industry average" loss figure that I can use to justify additional UX resources.