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How to Improve Customer Experience on Your Business Website

Featured image by Andrea Piacquadio from Pexels

If you want to increase your conversion rates, then you need to improve customer experience on your business website. Here are some ideas for doing that.


Did you know that the average conversion rate for websites is 2.35%?

Of course, the number will vary depending on what industry you’re in. But some of the best sites out there have conversion rates of 11% or even more!

Does that have you reconsidering how your business website is structured? Well, it should.

If you want to increase your conversion rates, then you need to improve customer experience on your business website.

Interested in hearing more? Then read on. We’ll give you a quick guide on how to improve the customer experience.

Make Sure Your Website Isn’t Bloated with Features

When creating a website, it can be exciting exploring all the features it has, whether you’re creating it yourself or having someone do it for you. But there is such thing as too much of a good thing.

You want to make sure your website isn’t bogged down with every single feature you can put on it. Keeping it simple is actually the best practice for giving your customers a better experience.

For one, having too many features can cause your site to load very slowly. People are impatient and if your site doesn’t load quickly, they’ll click off and go somewhere else.

Also, too many features can make your site look crowded and users won’t know where to look. A simplistic website can keep users focused and make it a lot easier to find what they need.

Have Good Webpage Hierarchy for a Better Customer Experience

On that note, keeping it simple is only one step to making things easier for your customers and giving them an excellent experience. Having good webpage hierarchy is the next.

Put yourself in these consumers’ shoes and think about where they want to go after they view your homepage. Most likely, they’ll want to view your products and/or services, or they’ll want to get in touch with you.

For that reason, you want to make sure your products/services and contact pages are prominent and easy to find. If not, users might get frustrated and click off to give business to your competitors instead.

Optimize for Mobile Usage

Nowadays, most people have smartphones and do most of their browsing on there instead of on their desktop computers. Because of this, you want to make sure your website loads fine on smartphones too.

Your website might look perfect on a computer, but what happens if you try to load it on your phone? If it’s all distorted, then you’ll want to rethink things.

More specifically, you’ll want to have responsive web design. This ensures that whatever device a user is on, the site will load correctly.

Add a Chatbox

Today’s consumers want answers now. Many of them aren’t patient enough to go sifting through your webpages, so you want to provide them with something that’ll answer their questions promptly.

A chatbot can do the trick in many cases. But for others, you’ll need the touch of a live agent.

You can consider having a chatbot and live agent hybrid. First, questions will be routed through a chatbot that can find answers in a FAQ, thanks to its AI. And if the user’s question still isn’t answered after that preliminary search, then they can be routed to a live agent.

This leaves your agents freer to answer more complicated inquiries, and the chatbot can handle the simple ones. As a result, not only does this get customers quicker answers, but it also helps your agents not be overburdened with work.

If you really want to serve your customers well, consider outsourcing call center services. This ensures that there is a live agent waiting on the other side. Also, there are customer support tools you can use to enhance your communication and you should read this article by Messagely for more information.

Ask for Feedback and Keep Improving Your Customers’ Experience

How can you be sure that you’re giving your customers what they want if you don’t ask them directly? The best way to get an idea of how you’re doing is to get it straight from the horse’s mouth, of course!

For example, you can add a survey to your website that is triggered when people leave your site. You can ask them how they liked your web design and what can be improved. Users will surely appreciate having a voice.

However, make sure the survey’s not long and complicated. The shorter and sweeter it is, the better. This increases the chance that users will fill out the entire thing and give you valuable data to work with.

You can also entice them with a small gift, such as 5% discount on their next purchase. This can help drastically drive survey responses up.

Always Test and Learn

Your customers’ digital experience isn’t a static one. Their needs and wants are constantly changing, as is technology.

This means that even if you find a fantastic way to improve the customer experience, you need to always be testing and learning. The most dangerous thing you can do for your conversion rate is to become static on your customer experience strategies.

So you need to keep an eye on your metrics and see what’s working and what’s not. If you do notice something’s not doing as well as you’d like it to, take a closer look at it.

Do you think tweaking something might help? Then try it out! Take advantage of things like A/B testing to see if your theory is correct.

Look at Duolingo, for example. Since its inception, they’ve run over 3,000 A/B tests. They’re the leading language learning app and have maintained this position by continuously testing and tweaking their app; their job is never done.


Improve Customer Experience on Your Website with Our Tips

Now you have a better idea of how to improve customer experience on your website. Remember that one of the most important things is to test and learn. If you let your site stagnate and remain unchanged, that’s a sure way to alienate consumers and drive them away.

So stay innovative and open to change. This will ensure that you keep up with the ever-changing and demanding world of business.

If you found this post on customer experience strategy useful, then make sure to check out our other articles too!