Unlike a bricks-and-mortar experience, potential customers can’t touch your product or experience your service.
San Diego, CA (PRWEB) March 12, 2014
In a recent survey of 300 eCommerce decision makers in the U.S., UK and Canada, 76 percent of respondents indicated that their customers’ perceptions of their brand “are directly impacted by the quality of user experience” on their business websites.
Jeremy Durant, business principal at Bop Design, a San Diego web design agency, offers four ways to improve customers’ website experience and convert them into loyal fans of your business.
#1 Make navigation logical and user-friendly. “Maneuvering through your website should be a logical, common-sense process – based on your customers’ needs and desires, not the structure of your business,” Durant says. The website’s menu must be prominently displayed and easy to read and understand. Visitors should be able to locate information on products, prices, methods of payment and return policies at a glance.
To assess a website’s navigational quality, Durant advises visiting the site as a trusted customer might or, better yet, enlisting the services of friends or colleagues who haven’t been there before. Their feedback may be very helpful in identifying little navigational obstacles that are easy to fix.
#2 Focus on speed. “Think about how impatient you get when you click on a website that seems to take forever to load,” Durant notes. “That’s how visitors feel if the contents of your site load slowly.” KISSmetrics, a blog about analytics, marketing and testing, offers some eye-opening facts about loading speed:
- 47 percent of consumers expect a website to load in two seconds or less
- 40 percent abandon a website that takes more than three seconds to load
- A one-second delay decreases customer satisfaction by about 16 percent
Business owners should make sure their website hosting service can establish a connection and get the page up immediately – or risk prospective customers abandoning the site before they’ve had a chance to look it over.
#3 Clearly post contact and product and service information. Visitors shouldn’t have to search for contact information, including a phone number and email address for customer service inquiries. Have a link appear on every page.
#4 Be generous with product information. “Unlike a brick-and-mortar experience, potential customers can’t touch your product or experience your service,” Durant says. Share information that will guide them toward the purchasing decision – including, as appropriate, details about product availability, colors, sizes and shapes, etc. Feature at least one (but preferably more) photographs, giving visitors a better sense of what they’re about to buy.
For B2B firms selling intangible services, detailing the process of your services, common questions and pricing can help inform the customer before picking up the phone.
According to KISSmetrics, 79 percent of shoppers who are dissatisfied with website performance are less likely to buy from the same website again. “There’s a lot riding on how well your site meets (or exceeds) customer expectations,” Durant says. “It’s well worth the time and effort to get things right.”
Bop Design is a San Diego marketing and web design agency with offices also in Orange County, CA and the New York metro area. Specializing in B2B, Bop Design creates holistic marketing plans geared toward lead generation and business development. Bop Design offers services in branding, logo design, website design and development, responsive web design, SEO, PPC, social media, and content marketing. http://www.bopdesign.com