How to Improve Your Customers’ Online Experience
Updated on October 22, 2021 | by Alex Jones
According to a recent survey, 73% of consumers base their loyalty to a brand on their customer service and experience.
Of course, the customer’s impression of their experience goes far beyond how easy the brand was to communicate with. Without even realizing it, consumers are influenced by branding, rank, and of course, their online experience.
All of these factors play into how often the shopper returns, how much they spend, and if they complete their purchase or abandon their cart.
So how can you be sure to deliver the best user experience for your online store? Follow along to discover how to improve your website design to ensure your customers stick around for the long haul.
Improve Your Loading Time
Instant gratification has changed the number of times consumers are willing to wait for online content. In fact, 40% of customers immediately abandon websites if they take longer than two seconds to load.
In many cases, just one second can be the difference between a successful sale and a lost lead. To ensure your customers aren’t hitting that dreaded back button, your website needs to be ultra-responsive.
Fortunately, there are many ways you can improve your page loading times. Try embedding large images in your HTML, cleaning up unused content, and optimizing above-the-fold.
It comes as no surprise that mobile usage continues to grow year over year. In fact, many consumers actually use their mobile phones as their main tool for internet browsing.
With this in mind, your online store is guaranteed to see traffic from these devices daily. If your website isn’t optimized for these smaller-scale screens, you’ll be missing out on a massive online market.
Take the time to customize your mobile online experience to ensure that each customer is getting the same level of quality. Not only will this increase your sales, but the consistency from desktop to the phone will encourage familiarity.
The more familiar and comfortable your customers are, the more they will choose you for their shopping needs.
If your customers have to hunt through pages and pages of content to find what they are looking for, they will get bored and move on. Even if your online store does offer the product they are after, if they aren’t able to find it, they’ll look to a competitor instead.
To avoid this, you’ll want to use ample links and menu options to guide consumers through your pages and lead them to the intended result.
Consider including search bars on your product pages and tag your items with detailed descriptions. This will ensure customers can find exactly what they want with just one query.
Not only does better navigation improve your customer experience, but it can also encourage a higher ranking due to increased SEO.
When customers shop at a physical store, they have the opportunity to touch, feel, and chat. The online shopping experience lacks these basic shopping features. As a result, you must make up for it by mimicking the interactions as much as possible.
To do this, you’ll want to use high-quality product photos and customer-focused descriptions. A professional ecommerce product photoshoot session can also help online stores to set the right expectation when it comes to the products they are selling. Many e-commerce stores noticed incredible differences in sales by introducing a 360-image tool. These spinning images allow the consumer to turn, tilt, and take in the product like they would in the store.
Another great way to duplicate the interactive feel of shopping is to integrate live chat options. These quick-response customer service chats allow customers to feel more connected to the brand. They’ll also be able to get the answers they need without a lengthy phone queue or email exchange.
Display Social Proof
Consumers want to know what other people think of both the product you sell and your brand. Instead of making them exit your page and search for reviews, include your customer reviews right on your content.
Social proof is a psychological response that triggers unsure customers to follow the popular action.
Tap into this by displaying sale numbers and customer ratings for popular products. This will let your shoppers know that your brand is reliable and encourage them to complete their purchase.
To secure sales and reduce shopping cart abandonment, your checkout process needs to be flawless. Not displaying totals or forcing customers to create an account could be hindering your sales.
Streamline this action by having ample checkout links, using a ‘guest check out’ option, and shortening your forms. This will reduce the amount of time it takes to complete a transaction and encourages more of your customers to follow through.
Understand Your Customer’s Experience
Analytics are great for keeping track of your bounce rate, page hits, and even sales, but these measurements don’t actually tell you how to improve.
It’s one thing to know that customers are leaving your page and another to understand why. Luckily, the folks over at decibel.com have developed advanced systems to follow your customer’s experience. This means you’ll be able to see exactly where the problems are.
This allows you to see issues your customer faces such as page loading errors, broken links, and difficult navigation. You can then resolve these problems and in turn improve your online experience for future visitors.
Take Your Online Experience to New Heights
Now that you know how to improve your online experience, you can optimize your website design to ensure every customer is a happy customer. From a more interactive site to fine-tuning hiccups, you can rest assured knowing you’ll have the best possible user experience.
Did you find this article helpful? Check out our other posts to discover everything you need to know about the digital world and how to make it work for your business.