With millions of customers now looking to shop for products and services online, it is increasingly important for businesses to create an experience they won’t soon forget. A company’s website or application has the ability to create a positive or negative experience for the customer. As most business owners are aware, a customer’s experience when shopping with a particular provider could greatly impact the reputation of the brand.
Walk in the Shoes of the Customer
Take a moment to walk in the shoes of your target audience. When you visit your company website or application, is it easy to use? Can you easily find what you’re looking for without having to sort through several pages? Are you able to check out easily? Does the site provide security features to put your mind at ease? It will be important for you to consider all of these factors. Ideally, aside from attracting visitors to your site, you must also know how to make your site easy for them to use.
In Robofirm’s article on Magento secrets, they discuss important tools like store testing which periodically tests e-commerce sites for ease of use. Tools such as these are ideal when determining how well your company’s site is developed and ensuring that you’re giving your customers the best experience possible. Other factors to consider are listed below:
- Does Your Site Load with Ease?
According to The Guardian, 32% of online consumers will abandon a slow loading site after one to five seconds! With a timeframe as short as this, you don’t have much time to impress the online shopper. If you find that your website is taking a long time to load it could be the result of one of the biggest culprits – graphics and add-ons. If you have large graphics or add-ons for your site, you may need to scale back to improve your site’s load time.
Want to run a quick speed test on your own site? Head over to https://tools.pingdom.com/fpt/.
- Is it Easy to Navigate?
When you access your website can you easily find which web pages you want to visit? Are the tabs and dropdowns easy to click and identify? There is nothing more upsetting than not being able to find exactly what you’re looking for when searching a website. If your customers can’t easily search for products and services or quickly access the web page with information they need then your site is a big waste of time (for them) and money (for you). Incorporating search fields and easy to read tabs is the best way to improve navigation and ensure that customers can easily access the information they need.
Setting up heatmaps for your site is a great way to view users on your site and to get a better understanding of how they navigate through your content. This will also help you with conversions and navigation placement, as you can watch video of the users’ mouse cursor and seeing what makes them click, buy or leave your site.
- Are Products/Services Easy to Review?
If a customer was interested in a particular product or service, are they able to review specifics about the product (including whether it’s in stock or not) without complication? If the answer to this is no, then you need to work at developing better graphics for products as well as improved product descriptions. A customer should not have to search all over to find out more about a particular product or service including the price, what it is, what’s included in the costs, availability, and so on.
The most successful sites on the internet are ones that make it easier for customers to buy and review products. Amazon.com and eBay.com are both great examples of how to do this. Check out their sites and review forms to match a simplistic and similar process on your site.
- Can Customers Check Out Easily?
When you find a product or service you’re interested in you ideally want to make the purchase and get on with your day. If customers are having trouble with the checkout process they will ultimately move on to another service provider. You need to review your site and determine some of the following: Is the account creation process too long? Is there more than one method of payment available? Are security features in place (and visible) to the consumer as they input personal information?
- Can They Contact You for Issues?
Though the whole idea behind creating a positive consumer experience online is so they can easily make a transaction without assistance, there are instances in which help is needed. It is important for your website to have contact information visible for all consumers to use. Whether this is in the form of a chat window, contact us form, physical address, email, or company phone number, it needs to be placed on every page of your website to ensure the customers know they can reach you for assistance. Failure to do so could make the site look fraudulent and persuade your target audience to find another vendor
Not sure how to add a contact form to your site? Here are five of the best and easiest WordPress based contact forms to setup.
This is only a small percentage of what must be focused on in order to provide the best customer experience possible. Whether you have an e-commerce site or your company site is for informational purposes only, ensuring that your target audience can easily find and view all information from your site is pertinent to your continued success and reputation. Taking just a few minutes to review the above elements and implement any that are missing could be the difference between gaining new visitors daily and slowly losing the following you have.