Your website is more than just your online portfolio. Today, websites that are optimised for the customer experience are powerful tools that can help you make a sale and turn visitors into customers.
Every business already has one, so what does it take to have a customer-centric website, and how does it make a difference?
Insight: Businesses that put the customer at the core of everything they do become top of mind to their customers.
Data: 86% of buyers will pay more for better customer experience. But only 1% of customers feel that vendors consistently meet their expectations. (CEI Survey)
Key Action Point: Check if your website has all the key elements needed to provide a better customer experience. Read this article to find out more.
There’s more to customer-centricity than just offering good customer service; it means creating a great experience for your customers from the awareness stage up to after the purchase has been made. It’s all about putting the customer at the core of your business process.
According to the Customers 2020 Report, customer experience will overtake price and product as the key brand differentiator by 2020.
With a marketplace as dense as what we have today, one way for brands to stand out is by tailoring processes for better customer experience.
Your website is a great place to start. Here’s a look at the key elements of a customer-centric website and how it adds value to your business.
Share information the customer needs, not just what you want to share
Many brands today make the mistake of creating a website that serves but one purpose: showcasing their identity to the rest of the world.
But rather than only share the information that you feel is important, your website should also contain information that the customer actually needs. It should make it easy for your customers to take the next step in the buyer journey.
Put yourself in the customer’s shoes and anticipate what the customer is looking for the moment they enter your website.
To do this, it’s important to take note of the following:
Make your company information or phone number easy to find. Most customers just want the simplest of things like knowing how to contact you and where to find you. So always make sure your contact details are highlighted and easy to find. Data shows that 44% of website visitors will leave a company’s website if there’s no contact information or phone number.
Add relevant, clear, and concise information. If your business is in retail, one main concern for customers is knowing where to find the product they need and, even better, the product they didn’t know they needed until you offered it. Having concise product descriptions is essential. Don’t forget to provide complete shipping information and payment policies as well to minimise abandoned carts.
Add high-quality photos and videos. Another way to guide them through making the buying decision is by providing virtual tours and 360-degree product views. This gives them a better feel of what they’re buying. Cart checkout and other page tutorials are also great.
Add an FAQ section. This makes it convenient for your customers to find answers to common questions all in one place.
Drive revenue by making your website responsive and easy to navigate
On top of providing complete information, be sure it is easy to locate the information through quick site navigation.
There’s no better way to help the customer complete every stage of the buyer’s journey seamlessly than by creating a website that has the customer’s user experience in mind.
A responsive web design adapts to the size of a user’s device. With over 60% of online searches now done on mobile, it is crucial to set up a website that’s mobile-friendly and with the browser experience in mind. This ensures no matter what device your web visitors are on, they always get the best possible experience with your web content.
Responsive websites are Google-approved and also rank higher in search engines, which improves your site’s visibility.
Ultimately, by making your website mobile-friendly and easy to navigate, you create a consistent and seamless browsing experience for your customers which helps increase sales, conversion, and lead generation.
Increase customer satisfaction by listening to your customers
“70% of buying experiences are based on how the customer feels they are being treated.” (McKinsey)
Listen to your customers’ feedback by making it easy for them to contact you before or even after the sale has been made and give you feedback.
You can do this through
A feedback or Contact Us form
A “How can we help” section
A live chat or quick chat pop-up
A leave a message feature
These features all make it convenient for customers to reach out if they need help or have questions to ask. This is a great opportunity to gain valuable customer insights and understand specific areas in your product, service, or process that your customers are having trouble with.
But more than that, it helps you resolve concerns quickly, which not only promotes better customer satisfaction and retention but also an added boost in your company’s reputation.
In the war for attention, a customer-centric website process has a lot of key business benefits that can’t be ignored.
If you want to become top of mind to your customers, you need to anticipate what they want and provide them what they need, you need to be highly visible, and you need to create a seamless user browsing experience that sets a clear path for them to complete the buyer journey.
It is a critical driving force for businesses that can improve lead generation, drive sales and conversion, and promote business reputation.
How about you? Do you have a customer-centric website, and is it helping you achieve your business goals? Share your story with us in the Comments below.