The First Point of Contact
Your website is often the first point of contact between your customer and your business. And the first impression that it imparts can result in a lasting impact on customers, and has the effect of potentially making or breaking your business. In fact, it has been found that as many as 48% of website visitors consider website design as the leading factor in determining the credibility of a business.
This immediately puts the onus on the design of your website to take the game home. Every element of the website needs to be a vital part of the bigger picture. So, let’s take a close look at how you can optimize web design elements to impart a memorable customer experience.
1. Have a Clean Interface That Speaks
The trick is to help your website visitors find what they are looking for within 8 seconds. That’s how long you have to capture their attention. A clean and decluttered layout that emphasizes on the value your brand provides should be your top priority. Every piece of content above the fold should be minimal and impactful enough to make your visitors check out the rest of your website. Even the images and the colours you use should be well-thought out, given the psychological impact that they can have on conversions. Essentially, it should make it easy for visitors to find what they are looking for (as we can understand from the Hubspot survey below).
2. Look at the Bigger Picture
The goal is to make them stay on the website for as long as possible, whatever it takes. Hence, it makes sense to invest in a responsive web design that synchronizes the experience of users across all devices. Simultaneously, have a provision for capturing customer feedback. This will help you better understand what works and what doesn’t in the long run.
It also pays to make the functionality of the website as intuitive as possible. Proper navigational and search features can motivate users to visit the website again, boosting engagement and ultimately conversions, even further.
3. Identify Key Customer Habits
Knowing what the customer is looking for, along with their key browsing habits is important to provide them with an experience that is up to their expectations. Here’s how you can do this:
- Have a central repository of information about each customer type
- With every conversation that you have, keep updating this database
- Leverage it during subsequent conversations to tailor their experience according to their needs and wants
- Integrate live chat into your website to intuitively handle customer queries and solve issues that they are facing. At the same time, your choice of tool should align with the goal of your support activity, while also leveraging the horde of customer data that you have.
For instance, Acquire is a company that is leveraging the potential of co-browsing and Live Chat to help their clients realise better customer engagement/experience during support sessions. With real-time conversations, customers can realise more tangible engagement sessions. This, in turn, ends up boosting retention in the long run.
4. Optimize for Speed
Of course, none of these rules and functionalities matters if your website does not load within the requisite time frame. Page load speed is an obvious part of any great user experience. While you might be looking for ways to improve the aesthetic appeal of your website, website visitors might simply want faster experiences. Patience in the digital world is at an all-time low today with 47% of consumers expecting a web page to load in 2 seconds or less. In fact, 40% of people abandon a website that takes more than 3 seconds to load.
Even Google considers load time to be a key customer experience metric, using it to determine the ranking of web pages. Thus, it can even affect the organic traffic that your website draws.
5. Showcase Your Brand’s Voice
Customers would engage with your digital business only when they feel comfortable about your offerings and where you come from. Hence, it is crucial to showcase the trustworthiness of your business. Here’s how you can do this:
- Have a web page that is dedicated to the culture of your company. It should share the company’s vision along with its values and core beliefs.
- Share ‘Behind the scenes’ action by sharing pictures of team members and the office environment.
- Showcase honest customer feedback and testimonials to give prospects a glimpse into the genuine value of your offerings.