Competition is everywhere online. Keeping customers happy and ensuring a good experience is the best way to ensure your business continues to grow. With social media, review sites, and other ways to spread information readily available, a single bad experience could have huge effects on your bottom line. Customers have high expectations, wanting great customer service, a simple buying process, and no issues. There are a few areas that businesses should focus on to improve the customer experience and keep people coming back.
Slow loading times can kill your revenue quickly. In loading speed, every second matters since customers will simply abandon a site that does not respond fast enough. As technology continues to advance, customers expect sites to keep up and will often completely abandon a particular brand or shop if they have a bad experience. But loading time is not the only performance factor.
Other things to check for often on your site are pages loading incorrectly or with missing information. If a picture fails to load, it can significantly decrease your conversions. If you have a missing or broken link, customers will simply use a search engine to find exactly what they are looking for instead of trying to hunt it down on your site. Anything that impedes the customer getting what they are looking will decrease your sales.
Another way to ensure your customers have a great experience is to consider the design of your site. Some ways to improve the design of your site include:
- Organizing products in a clear way that makes every product easy to find.
- Including content descriptions with common key words so customers searching for a particular item will find it.
- Considering how images and content will display on different devices.
- Adding unique qualifiers to descriptions to set them apart from other listings.
- Making it easy to access information about your business like return and shipping policies.
Sites that are informative, easy-to-navigate, and designed well resonate with customers. That means more conversions and more money in your pocket.
As online security continues to be a constant worry for consumers, businesses need to show that they care about the safety and security of their customers data. Something as simple as an expired certificate instantly makes Google tag your site with a warning for consumers, and many consumers will avoid any site that has these warnings. You may even end up on a browser block list.
Any breach of customer data can lead to even worse consequences. Payment providers may stop allowing you to complete transactions, customers may stop buying from you, and government agencies could fine you if they find you have been negligent on security. Breaches often cost customers hundreds of thousands of dollars.
On top of all of that, online businesses are vulnerable to various types of fraud. Fraud costs can drain small companies quickly if they have no prevention in place. Plus, though it may seem counterintuitive, introducing a small amount of friction to the purchase process actually makes customers feel safer when buying online. Research the most common types of fraud that your business may encounter and have a plan in place to handle it.
Small issues can become big problems online. Things that anger and outrage people tend to spread much more quickly and more often than things that make people happy. Businesses, therefore, are much more likely to get negative reviews than positive ones. This is why it is essential for you to optimize your site and monitor the reputation of your business. By keeping your customers happy, you can avoid any negative attention and boost your bottom line.