Better CX: 9 Ways to Improve Customer Experience on Your Website
Businesses that focus on improving the customer experience (CX) experience an 80% increase in revenue. In fact, 73% of customers say the CX helps drive their shopping decisions. Another 86% of customers will even pay more for better CX.
If you’re not focused on creating a better CX for your customers, you could disappoint them. Customers might leave your business to search for one that considers their best interests instead.
By prioritizing CX this year, you can keep your customers happy. They’ll continue using your website and relying on your business. Your retention rate and ROI could improve as a result.
Not sure how to improve your website customer experience? Here are the nine tips you need for success. Get started with these tips for better CX today.
1. Use Analytics to Understand Your Customers
Don’t rush to make changes to your website customer experience right away. Instead, take a moment to review your website’s analytics. Analytics and data can help you understand where your website CX is failing.
You can use heat maps, behavior detection tools, session replay, and other digital tools to better understand the CX on your website. You can learn more about these tools at decibel.com.
Where are website visitors dropping off on your pages? Where do they linger? How far do they scroll down each page?
You can use these reports to improve your website with better CX in mind. For example, are people lingering on the top half of a page? You can move your call-to-action button or form to this portion of the page.
Moving the conversion opportunity could help you generate more leads.
Are people stopping halfway down a page? Maybe your pages are too long or cluttered.
Determine what issues your visitors experience when using your website. In addition to using data, you can also talk to your customers. Ask them where they’re struggling or getting frustrated on your website.
It won’t help to make assumptions about your website CX. Instead, use data to make informed decisions. Otherwise, you’ll fail to make changes with the visitor’s best interests in mind.
2. Understand Your Brand
Before making major website changes, take the time to understand your brand. What sets you apart from the competition? Why should consumers choose your brand over any other in your niche?
Take a look at your competitors. What are they doing right? Where are they failing?
Your brand identity will set you apart from the competition. It can also tell consumers who you are and what you do. Your brand identity includes your:
- Core values
- Voice and tone
- Visual elements (color, font, imagery/photography, etc.)
As you make changes to your website, keep brand consistency in mind. Maintaining a consistent brand across your website can help you avoid confusing visitors. Otherwise, they might move between pages and think they’ve visited a different website.
Keep your brand consistent across all marketing platforms. Consistency can increase revenue by up to 23%.
Meanwhile, almost 50% of consumers prefer to make purchases from familiar brands.
With a defined brand, you can build brand awareness, recognition, trust, and loyalty. Then, you can retain customers. A 2% increase in customer retention can lower costs by as much as 10%.
3. Speed Things Up
A slow website can frustrate visitors. After all, no one wants to wait for a page to load when it’s usually instantaneous. As you improve your website CX, look at your load times.
You can use Google’s PageSpeed Insights to learn more about your pages.
What’s causing the lag? You might need to remove old plugins or compress images.
4. Clear Away Clutter
Clearing away the clutter on your web pages can speed up your website, too. It can also help you avoid overwhelming visitors.
Improve your website CX by finding the perfect balance between design and content.
First, try improving your website’s readability by:
- Shortening paragraphs and sentences
- Organizing content in headings and subheadings
- Ensuring fonts are easy to read
- Choose colors that are easy to look at
- Using bullets and lists where appropriate
People tend to skim content. Improving your website’s readability will keep them on the page.
Make sure your contact information is easy to find. Keep your logo visible on each page, too.
5. Simplify Conversions
How are people converting on your website? Good customer experience keeps the user’s needs and goals in mind. If they can’t convert on your website, you’ll miss out on leads and sales.
Find ways to simplify your forms or the checkout process.
For example, if you have a long form, shorten it. If the checkout process has issues, resolve those errors as soon as possible.
Simplifying the conversion process will encourage more people to convert.
6. Clean Up the Navigation
Visitors won’t explore your website if your navigation is a mess.
Make sure your navigation bar is clean and intuitive. Does every page have a purpose? If not, remove that page from the navigation.
Ensure the background color and text color don’t clash. Use contrasting colors to ensure it’s easy on the eyes.
7. Create Unique, Eye-Catching Content
Content can help visitors make an informed buying decision. Try different forms of content on your pages, such as blogs, videos, polls, and quizzes.
Add external and internal links to your content, too. Make sure these links stand out.
8. Improve Your Customer Service
About 33% of consumers tell people when they have a bad experience with a brand. In fact, 11% will tell people about their experience on Facebook. Only 19.3% will complain directly to the company.
Look for ways to improve your website’s customer service. For example, you can add an FAQ page or chatbot. An automated chatbot can answer the visitor’s questions and provide instant solutions.
9. Add Social Proof
Social proof can boost your credibility and help build brand trust. As consumers learn to trust your brand, they could become loyal customers. Remember, retention can improve your ROI.
Add social proof by featuring reviews and testimonials on your website.
Consider CX: 9 Tips to Better Customer Experience on Your Website
Don’t let bad web design and development scare away website visitors. Instead, use these tips to improve the customer experience on your website. With these CX design tips, you can keep visitors happy and generate new leads!
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