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 can have huge effects on your bottom line.
Customers have high expectations--they want great customer service, a simple buying process, and no issues. There are a few areas that businesses should focus on in order to improve their customer experience and keep people coming back.
Slow website loading times can kill your revenue quickly. When it comes to 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 quickly move on from a particular brand or shop if they have a bad experience. But loading time is not the only performance factor at stake.
Other performance issues on your site, like pages that load incorrectly, missing information, or broken links can also leave a bad impression. If a picture fails to load or a button doesn’t appear, it can significantly decrease your conversions. If customers can’t find what they’re looking for on your site quickly, they’ll simply use a search engine to locate it — and that may not lead them back to your page or could take them to a competitor’s site instead. 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 overall design of your site. Some ways to improve your site design include:
- Organizing products, content, and company information in a clear way that makes it easy for customers to find what they’re looking for.
- Including informative descriptions with common key words for products and optimizing your site for accessibility.
- Considering how images and content will display on different devices.
- Creating a responsive design that will look great on every device and make interacting with the site simple.
- Making it easy to access necessary information with quick links, FAQs, and live chat.
Sites that are informative, easy-to-navigate, and designed well are more likely to resonate with customers. That means more conversions and more money in your pocket.
As online security continues to be a constant worry, businesses need to show that they care about the safety and security of customer data. Something as simple as an expired certificate instantly makes Google tag your site with a warning, and many consumers will avoid any site that has these warnings. You could even end up on a browser or search block list.
A 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 companies hundreds of thousands of dollars.
On top of all of that, online businesses are vulnerable to various types of fraud. The cost of fraud can drain small companies quickly if they have no prevention in place. Introducing a small amount of friction to the purchase process can help you avoid card-not-present fraud and actually makes customers feel safer when buying online.
To keep your business secure:
- Implement responsible data management techniques to keep your customer information safe.
- Set alerts for any certificate or other site issues that could lead to a loss of trust.
- Utilize verification and fraud tools to protect purchases on your site.
- Keep your technology up-to-date with regular maintenance and communicate any potential problems to your customers early.
Small issues can quickly become large problems online. Things that anger and outrage people tend to spread much more quickly 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.