A little while back, we teamed up with our friends at UserTesting.com to delve into their in-depth research into a very important question – What’s the typical return on investment of UX? 

The resulting infographic illustrates the surprising findings: [SPOILER ALERT] Turns out that investing in UX is totally worth it – and if you’re already working on UX, now definitely ain’t the time to stop.



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Know a UX skeptic that could benefit from a dose of this data-driven goodness? Share this infographic with them, and kickstart a conversation.

  • Jonathan Chacko

    Thanks for sharing this. It’s interesting and helpful initially. Some of the stats/numbers need some expansion as it’s too easy to extrapolate a need for UX investment, but proper integration of the UX is what’s more important and the part that is most likely the most difficult to deliver on.

    • Hey Jonathan, thanks for joining us! Yep, totally, all these numbers are, are signposts – they point the way, but you’ve gotta go down that path yourself.

      We figured it’d be helpful to share this infographic in order to help designers at less user-focused companies start that all-important conversation, and start breaking down the misconceptions that good design is ineffective/takes too much time, etc.

      More to come! 😉

  • UX stats and infographics like this are great for people focusing on ecommerce and customer acquisition. However, they would be more useful if they included metrics around customer retention / churn reduction as well as subscription renewals or repeat purchases.

    Acquiring a customer is only half the battle. If you get the customers to sign up, that is one thing but if the rest of their experience sucks you’re actually worse off than before acquiring them. This determines the ultimate ROI or Customer Lifetime Value (CLV).

    • dtpublishing

      You know, Bryan, this is an excellent point – I think part of the reason why that kind of info is harder to come by is because most companies are really hesitant to share their middle- and bottom-of-funnel numbers, because… well, reasons I guess (competition, privacy, you name it).

      That being said, noted – lemme see what we can dig up for future posts like this, it’s a great idea for another survey! In the meantime, I do know that customer success startup Totango does an annual benchmarking report on SaaS startup metrics like churn & growth that I’ve found suuuuper useful – http://www.slideshare.net/totango/2014-saas-metrics-report

      • That is a good point. However, I’ve worked with a number of marketers who are happy to share high-level metrics… it makes them look like rockstars and doesn’t reveal confidential info related to marketing strategy or financial models. A lot of customers of Marketing Automation & CRM software companies provide these metrics in case studies. But maybe that isn’t statistically significant to complete a report like this one.

        Thanks for sharing the link to Totango! I’ll check it out.

  • Helen

    Any ideas how to sell the idea of UX investment to a multi-government funded organisation with a set membership (made up of specialists in the funding countries), where the organisation is the only one providing the service (most of which is secure access only)? i.e. no need for attracting new customers, no competition (yet), no alternative, nothing to sell; a need (maybe) to show RoI (though web RoI currently has no traction), and a need to ensure future funding (though funding decision-makers don’t use website – they use formal submitted proposals)

    • Helen

      One idea is UX improves speed (i.e. specialist user can complete task quicker), but that doesn’t seem to push buttons inside the organisation – what’s a good way to get internal leaders to empathise with external users’ frustrations?