The online experience that your customers have when they come into contact with your business has a huge impact on whether they will buy from you or simply leave and visit another site. In today’s increasingly connected world, customers have short attention spans and they are very likely to look elsewhere if they don’t find what they are looking for quickly.
One of the ways that you can improve your website for your customers is with a professional usability agency. In this article, we are going to be talking about a few of the factors that affect the online experience of your customers.
Site Loading Time
We have already talked about the general impatience of modern customers, so it seems natural that we talk about site loading time first. So, make sure that your website is optimised so that everything runs as smoothly and efficiently as possible. If there is a fancy bit of animation or video that is slowing up your load time, it may be worth ditching this. After all, it isn’t going to do much good if your customers aren’t even hanging around long enough to get to it!
Now that your customers have successfully made it onto your site, they need to be able to find what they are looking for in the most hassle-free way possible. Otherwise, they may simply turn around and head straight out the door! Limit all unnecessary clicking as much as possible, and also create a search function on your site to make everything even easier. Test your site on a regular basis to check how customers are managing.
Some good-quality photography can be worth a thousand words on your site. Speaking of which, you should never have a thousand words on your homepage! Customers are unlikely to read through huge amounts of text and want the key points to be highlighted for them. Save your words for the blog section of your site. When you are creating blogs, you need to ensure that they are packed with interesting and informative content. Also, make sure that this is updated on a regular basis. Nothing looks worse than a site that isn’t up to date – and this is also bad for your SEO as well.
The best websites make it easy for customers to get in touch with you in numerous different ways. You don’t want them to have to hunt around for your phone number or email address, so you should display this information clearly on every page. Encourage your clients to sign up to your mailing list if they would like to with a pop-up on your homepage. Also, include direct links to your social media pages, so they can subscribe to these if they would like. Perhaps one of the favourite features of the modern website is a live chat function. This is probably the easiest way to get direct interaction with your clients, but you obviously need to have the ability to operate this.
If you run an ecommerce website in which customers can buy directly from your site, you need to make the check out process as easy as you can. After all, people are trying to give you their money and you don’t want to put them off! So, give your customers a separate page where they can access their basket and edit it as they need to. It is also a good idea to send out a reminder email if they leave your site without purchasing. Finally, try to offer as many payment methods as you can, so that your customers have the choice of how they would like to buy from you.
These are just some of the main parts of your site which can be improved to give your customers a better overall online experience. First and foremost, you need to ensure that the load time is short so they actually get onto your site in the first place. When they are there, the navigation needs to be easy, allowing people to find what they are looking for without difficulty. Keep the content clear and concise, getting to the point of your business and what you can offer to your customers. If they need to get in touch with you, give them the opportunity to do this without difficulty. Finally, streamline your checkout process so that people can make the purchases that they would like.