7 Simple Ways to Boost Your Website’s CX
Many markets are saturated with competition; it’s no surprise that customers are expecting top-of-the-line experiences. Businesses must keep up with these ever-changing demands to remain competitive and drive forward.
One way to ensure customers have positive experiences is to take a look at your website. Your website is like your digital headquarters, where customers can browse through products or services, have frequently asked questions answered, and be able to reach you if they need direct support.
Making a site user-friendly and customer-centric will assist businesses while they work to build a loyal customer base. Customer happiness is more important now than ever and has the potential to make or break your business. We all know that happier customers spend more, and delighted customers will always come back for more.
Let’s explore some ways you can level up the customer experience on your website to foster customer loyalty and retention, as well as garner brand advocates for your business.
How Important Is CX?
As a site manager, your goal should be to meet customers’ needs. Creating a website is no simple task but can transform CX (customer experience).
Suppose a customer visits your site only to see a buffering symbol or a lag on their desktop or mobile device. This wouldn’t make for a positive experience, would it?
When customers have to spend extra time navigating your website to find what they’re looking for, it can directly lead to site abandonment, where customers leave the site before browsing. It’s vital to consistently monitor your website metrics to see if abandonment rates impact your overall traffic.
Customers who have enjoyable experiences browsing through your site are more likely to appreciate your brand and strongly consider purchasing whatever offerings you have.
Additionally, positive customer reviews can help your business gain new customers — word-of-mouth marketing is still relevant in 2021’s digital marketing landscape. Earning those 5‑star reviews can help other potential customers see that they too could have a positive experience with your brand.
As you can see, CX is just as important as the products or services you offer, so keep that in mind as you set out on the journey to improve your website to advocate for your customer base.
Below, we’ll cover some of the most important elements and features of a strong business site so you can implement them.
Valuable Features to Include on Your Website
The features of your website are the foundation of your business. One of the best parts of building a killer website is that you can get as creative as you’d like with all of the features at your disposal.
Whether you use WordPress or another platform to host your website, you can always explore other paid services or offerings online to bring your site to the next level.
For example, the WooCommerce WordPress extension allows e‑commerce sites to improve the overall appearance of their site, add customizations and, generally speaking, create a high-quality e‑commerce store.
Below are some examples of elements you should consider incorporating into your web design. Offering these features will surely keep your site visible, relevant, and attractive to all types of customers.
1. Add Personalization
Every type of customer can benefit from a personalized experience, and it helps you turn them into loyal customers.
Personalization is becoming more prevalent in web design, whether it’s including past products they’ve viewed on your landing page or making it simple for them to log in to their account.
Maybe you allow your customers to create a wishlist, just as Amazon does. You could also make personalized deals or recommendations for your customers based on their past purchases or search history. When customers see this level of personalization, it may influence their purchasing decisions and make it simpler for them to order products.
2. Include Compelling and Unique Content
Every professional in the digital marketing space knows that content is king. The companies that include the most compelling content garner the most attention and increase the number of customers who make up their customer base. Here are some examples of what your content should look like:
- Visually appealing
- A direct answer to a search engine query
By following these descriptions, your content will improve. Whether it’s a blog post or a photo or video, quality content is a driving factor in your user engagement. It helps to support your SEO strategy and will undoubtedly keep customers coming back.
3. Prioritize Speed and Usability
Because technology is an integral part of most people’s lives, customers expect to visit a fast, reliable website. No longer will customers wait patiently for a site to load. The dreaded buffering symbol is a clear indicator that your business is not taking customer experience into account.
It’s critical to create a website that loads quickly and is easy to use. Avoid organizing any tabs in a confusing way. Ensure that your website is visually attractive without overwhelming color schemes or photos that take up too much space.
Go for a more modern, contemporary look that’s easy on the eyes. Customers will appreciate this and will likely spend more time browsing your various website pages.
4. Focus on Navigation
Users should be able to access any page on your website with ease. They shouldn’t have to search for the right drop-down menu or type into the search bar unless they’re searching for a specific product or service.
The majority of users on a site, 70% to be exact, spend most of their time navigating freely without using the search bar. This should tell you how vital good navigation is to your business website. Placing menus on the top of your site is common practice — if you would rather place your drop-down menu somewhere else, make sure you’re putting it in a section where it’s easy to find.
Put yourself in your customers’ shoes. See what types of designs you can incorporate into your site to elevate UX and make browsing simple.
5. Make Sharing Simple
One of the best ways to grow your customer advocates is by leveraging your existing customers. Your customers should be able to easily send your product or service descriptions to their friends and family.
Rather than copying a link, include a share feature. If something on your site is worth sharing with other potential customers, make it easy for them to send it.
Social sharing plays a significant role in digital marketing — it helps to garner organic traffic to your website. You can reach a larger number of people than originally intended, which is the most important benefit to reap by making it easy to share links from your site.
6. Incorporate Chatbots
Offering customer support by using chatbots is something major companies are incorporating into their website designs.
Suppose your customer is trying to complete a purchase but runs into a problem with a coupon they’d like to use. Rather than wait on hold on the phone or for an email in their inbox a few days later, an automated chatbot can step in and assist them.
Chatbots are on the rise, and it’ll be critical for your business to include them on your site. Proactive web actions can increase your site’s conversion rates and improve the overall customer experience.
7. Allow Customer Feedback
It shouldn’t come as a surprise that allowing your customers to share their experience with your brand can help you better understand them and the solutions they’re looking for from you.
Did you know that brands with superior customer service can generate 5.7 times more revenue than their competitors? When you’re in touch with your audience, you’re better able to include features they want and need to have a positive experience. By taking advantage of customer feedback, you can make necessary changes to your site to better serve your customers.
Advocate for Your Customer Base
All of the examples listed above can help elevate your site and improve the overall experience for existing and potential customers. Isn’t that the goal of any business, regardless of industry?
To serve your customers effectively means they’ll feel valued and come back for more. Whether that’s ordering more products or requesting more services, you’ll see the benefits of including the elements we’ve covered in this post.
As a recap, here are some steps you can take to advocate for your loyal customers:
- Add personalization
- Include unique content
- Make your site fast and usable
- Provide easy navigation
- Allow for easy sharing
- Leverage chatbots
- Be open to feedback
Overall, customer experience will become more important in the future as customer expectations change. Standing out from your competitors is no longer an option but a necessity. So many markets are struggling to do just that — so if you’re able to offer unique features on your site, it could potentially draw more customers in and drive them to purchase.
Eleanor is the founder and managing editor of Designerly Magazine. She’s also a freelance designer with a focus on customer experience. She lives in Philly with her husband and dogs, Bear and Lucy.