Your website is one of your most essential business tools. So, it’s vital that your site is as effective as it can be to boost sales, increase conversions and improve customer experience. A well-optimized website will encourage customers to return time and time again; you must consider all the factors available to create an attractive, easy to navigate website.
We’re sharing our top 3 of the most important things you need to optimise your website for; if your website is missing these things then simply hire Exemplary Marketing (A Web Design Company) to work on boosting sales and improving customer experience.
1.Customer Experience (CX)
You’ve probably heard the term before, but what is CX? Customer Experience (CX) is the customers’ perception of your company and brand based on their interactions with you. Although this covers the entire journey with your brand, your website is a good place to start to deliver a positive customer experience. When a potential customer uses your website, you’ll want to ensure it has:
- Clear navigation
- Easy-to-digest content
- A simple checkout process
- A fast and responsive design.
Everything you do influences your customer’s judgement and will affect their decision to return to your website or not. That’s why you need to analyse the customer journey through your website. Is it easy to navigate and make a purchase? Even losing 2% of your traffic due to slow page speeds could be detrimental to your business for the long-term, or a jumbled checkout process could lead to high levels of cart abandonment, so it’s essential to keep the CX of your website a priority.
Google Analytics data found that over 50% of web traffic comes from mobile, so it’s clear to see why your website needs to be responsive. A responsive website means that regardless of whether the customer is viewing the site on a desktop computer, tablet or smartphone, the website’s layout is not affected – this includes the appearance of the pages and the images, legible content and that all buttons and links work as they should.
Your customers will usually spend some time thinking about whether to buy from you or not, which may mean that they will return to your website several times before making a final buying decision. Therefore, if the visitor switches from their laptop to their tablet or phone, the website should automatically adapt to accommodate for resolution and image size. If your website isn’t geared up to work correctly on all device sizes, then consumers may have trouble converting and take their business elsewhere.
If your potential customer gets as far as the checkout page on your website, then that’s great, but there’s still plenty of work to do! The Baymard Institute recently calculated data from 41 different studies and found that the average cart abandonment rate is just under 70%. So, your aim is to make the checkout process as quick and straightforward as possible. Only use form fields that are necessary in order to keep the customer engaged; otherwise, you will negatively impact your sales. Additionally, asking customers to login or create an account to complete an order will likely turn some people away. The key here is to make the buying process as simple as possible to maximise your sales.
Finally, setting your website up to retain contact information collected from abandoned carts is a great tool so you can follow up with these potential customers. You should consider setting up a mailing list to contact these customers (as long as you have permission) and target them with offers and discounts in order to entice them back to your website to complete their purchase.
By optimising these three elements of your website, you can build trust with potential customers and increase sales. Moreover, by providing a great customer experience, you’ll grow brand loyalty with those consumers who love how simple and effective your website is.