Customer experience plays a vital role in every aspect of business growth. If your visitors are not happy, if converting takes a lot of time and effort, and if finding information takes ages, no one will stick around long enough to discover how good your products or services may be.
On the other hand, if you’re able to provide a pleasant customer experience with a seamless conversion process, you can expect your business to reach the goals you’ve set for it.
Here are seven hacks for improving the customer experience on your website, plus relevant examples to set you on the right path.
Feature Relevant Trust Badges
The people who land on your website are mainly concerned with one thing: is your product or service good enough? And while they will certainly take what you have to say with a grain of salt, you still need to go the extra mile to show them why they should trust you.
This is where trust badges come into play. They are a simple yet effective way to highlight the most important features of your product or service to your customers and overcome those initial conversion obstacles.
Transparent Labs does a brilliant job on its whey protein isolate page. They show that their product has no artificial sweeteners, colouring, or preservatives and that it’s also gluten and GMO-free. This simple element instantly showcases the quality of the product and encourages customers to learn more and see if it matches their needs.
Compare Plans and Prices
Another common concern customers will have is how much money they will need to spend and what they can expect to get for that amount. And while displaying the price is certainly a great starting point, offering a comparison chart will have a better effect.
The easier it is for a customer to tell exactly what they’re getting and compare various pricing plans or packaging options, the likelier they are to convert. They will also have a much nicer time, as they won’t have to keep bouncing between pages to compare different options.
Future Fit has done a great job on its courses & qualifications page. They clearly present all the types of courses they offer and the levels within each course. Each option is presented concisely next to each other, along with a CTA to explore each course further. Most importantly, as you browse the courses on this page, you’re offered a price guide to download, where you’ll get detailed comparisons. It’s a very simple design solution that does wonders for customer experience.
Make It Easy to Sign Up to Your Newsletter
If you offer a newsletter (and you should definitely consider it if you don’t!), make sure it’s super easy for customers to sign up for it. Don’t just pop the form in your footer and be done with it: include it on your landing pages to encourage signups.
Ideally, you want customers to already be interested in what you have to say and your future offers, so try to place the form near the middle of your page. That way, they will be encouraged to keep scrolling and to give you their information, having realized what the benefits of receiving your emails will be.
Bulk Munitions is a good example. Their homepage features a signup form that clearly defines the benefits of signing up without it being too pushy or obnoxious. Since it comes with only two fields, it’s also easy and fast to fill out, making the customer experience that much more pleasant.
Make It Even Easier to Contact You
On a similar note, you also want to make it super easy for your customers to contact you. Yes, you may have your contact details in your footer. You may even have them in the main menu. But if you also add a prominent contact CTA to your landing pages, you’ll be reinforcing the message that it’s okay to contact you.
This is especially important if the products or services you offer aren’t something most people are familiar with. If there’s a complex conversion process involved or if customers will naturally have questions about your approach to their individual situation, the easier you make getting in touch with you, the better.
Robinsons Facilities Services have done a great job with their CTA. It’s near the middle of the page, so chances are most visitors will see it. It’s large and bold, and it clearly displays only the important contact information.
Any customer who has several questions buzzing around in their mind is likely to jump at the opportunity when a call is just a click away (especially when they’re browsing on their phone).
Provide Relevant Details
When it comes to your product descriptions, you want to find the right balance between being informative and providing too much detail.
Customers don’t want to read a 500-word essay about your product. They want to know the highlights, figure out if the product matches their needs, and then read or see more about it if the answer is yes.
To that end, make sure you write short, effective, data-heavy product descriptions. Ideally, you want them bulleted and formatted so that they can be consumed in a matter of seconds.
Bellroy has nailed this type of description. Their slim wallet page is the perfect example, as it features just 8 points about the product, which are more than enough to tell customers everything they need to know about it. They then add more features and descriptions below, but that’s more like icing on the cake.
Insert Your Relevant Content
If you are already investing in content marketing, it would be a complete shame not to put your carefully planned content to good use and enhance customer experience with it.
When creating blog posts, you will ideally have tied them closely to your products or services so that readers are able not only to find them useful but to naturally browse your offer after landing on a post.
Your product pages should also provide links to these valuable pieces of content to help customers learn more about a product or how to get the most out of it.
Take a look at the Lush magnesium massage bar. Its description features a link to the brand’s article on the benefits of this mineral for the skin, which further teaches customers how this product can make their day better.
Add Some Human Touch
Finally, in order to boost customer experience, you definitely want to add a human touch to your pages. Seeing a face will help your customers connect with your brand and feel like they are working with someone who is just like them.
You can display pictures of satisfied customers as well as your staff. The more relatable they are, the deeper a connection they’ll be able to forge.
Take a look at BarkBox. Granted, they are featuring images of dogs, but since dogs are technically their customers, the move makes sense. These photos appeal to other dog owners, add a touch of cuteness to the page, and certainly go a long way in improving customer experience.
Aim not to use stock photos of humans. If your customers have already come across them somewhere else, it will ruin the effect you’re going for. Plus, you want them to connect with you, not with a model.
Consider these seven ways to improve customer experience on your website. Before you make any changes, though, think about how they align with your current design and conversion process. Make sure you give your customers what they actually want, not just what someone has suggested might be a good idea.
About the Author:
Natasha is a web designer, a lady of the keyboard and one hell of a tech geek. She is always happy to collaborate with awesome blogs and share her knowledge about IT, digital marketing and technology trends. To see what she is up to next, check out her Twitter Dashboard.