6 points of website design inspired by customer experience.

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6 points of website design inspired by customer experience.

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Nowadays brands are focused on creating an exceptional user experience across all their channels. The most obvious place to start is a brand’s online presence. Is a website where customers find information about a brand’s products, services and solutions. This is where they can shop, and where they become customers. This is also where consumers experience frustration – a painful point in their journey. But by focusing on these 6 possibilities, you reduce the possibilities that can facilitate an extraordinary user experience through a brand’s website.

Simplicity and ease of use

If a website is cumbersome and difficult to use, or if the purchase process is cumbersome or overly complicated, the user is likely to look elsewhere. In fact, a key customer voice (VoC) matrix is ​​the Customer Effort Score (CES), which explains the effort that a customer has to make in order to do business with a brand. The more effort is put into it, the more inclined customers will be to continue their business with a brand. Simplicity and ease of use improve the customer experience by making it easier for consumers to find what they are looking for.

An easy-to-use menu should be provided so that the site can be renewed by someone who is not familiar with the site at all. If a user cannot find their way around a website, they will not stay long, nor are they buying any product or service. There should also be a search method that is easy to find and use.

David Jones, vice president of e-commerce and digital at Compass Health Brands, said the slow loading of pages, inefficient navigation and confusing content has caused major problems. The user’s negative experiences with the website were mainly due to them placing orders over the phone instead of the website. “Most importantly, we needed to reduce user hassle, make it easier to visit the site, and make the experience easier and more enjoyable for users. Simplicity and simplicity of navigation are the first impressions so far.” Is.

SEO is easy to use because if a user cannot find a brand through a search engine, there will be no interaction between the brand and the user. Proper SEO practices also ensure that relevant content is indexed, and when a user visits a page using Google search, they will arrive at the page in which the content is presented. They were looking.

John Albertelli, senior web developer and graphic designer at VAI, told CMSWire that the biggest factors that lead to an exceptional customer experience are strong SEO, clear branding, simple messaging and language, and friction-free navigation. “Strong SEO is the first step, so customers can find a website easily and quickly by doing a simple search. Secondly, as soon as the user enters the website, he should be able to tell what the brand is and what products and services it offers, otherwise there is immediate confusion and disconnection, “Albertelli explained. That the language and content on the website should enable users to easily find tabs, pages and places on the site where they can find what they are looking for. “Finally, ease on these tabs and pages. From here, things get trickier, and this is where the true positive customer experience comes in!

Related Article: Understanding the holistic approach to the CX strategy of customer experience design

Related content and brand sound

Miles Beckler, a founder and entrepreneur at MailsBackler.com, a marketing and business blog, told CMS Wire that customer experience is important at every stage of a B2C relationship. Even the formatting and relevance of the copy on your landing page can be the difference between frustration and change. For those who offer exceptional customer experience. , This is where you should start. “Review the copy on your website and ask if it makes a difference in the user experience.”

Not only does the content have to be consistent with what the customer is looking for, but it has to be presented in a way that does not detract from the mental conflict. “People want to learn but are intimidated by the sheer amount of material available,” Baker said. “Users value the ability to read and they want the learning process to be smooth. That’s why I separate each line and use formatting (bolding, line lining, listing) to put the information clearly. Am

Page load speed

Brian Peterson, a senior veteran of Capgemini in North America, believes that a positive website experience strengthens customer loyalty and builds long-term brand relationships. “Think back to the last time you had a terrific online shopping experience using a website – maybe the site was slow to load and difficult to navigate,” Peterson explained. Explained. “Think about the last time you had an amazing, positive shopping experience. Whether the user is researching, ordering, or simply browsing a product, each online journey has the potential to leave a lasting impression on the end user.

Patterson was quick to use the example of a slow-loading website because a customer had a terrible shopping experience. Gone are the days when users would tolerate slow loading websites. The page with which a page is loaded, whether on a mobile device or on a desktop browser, also plays a big role in how Google ranks a website in its search engine results pages (SERP). Gives. Google Page Speed ​​Insights enables brands to test the page load speed of any website, including their own sites. And their rivals.

Although a website may appear to be easily loaded in the eye, Page Speed ​​Insights will break it down into different aspects of the loading process, and as long as you don’t have to slow down the loading of a website. , CDNs, gzip compression, etc. have not worked tirelessly to speed up. , You may be disappointed when you check your website.

Mobile first design

In the third quarter of 2020, mobile devices (excluding tablets) generated 50.81% of global website traffic, according to a report on mobile usage from Statista. Given these numbers, it is important to design a brand’s website using the first mobile design, first designing for the smallest screen and working up to the largest display, such as desktop computers. It not only affects the display and functionality of the website on a mobile device, but also determines it as a factor when indexing Google sites, and it has a mobile friendly test page where websites are tested. Can go

Mobile’s first web design generally relies on the principles of responsible design and progressive development. This basically means that the website will automatically respond to the screen size of the device being displayed (responsive design), and that it will use features that are limited to a particular browser or device. But will provide additional features when they are available on other browsers or devices (progressive development).

If brands first design for mobile devices with hereditary screen size limits, low bandwidth, no mouse, etc., then the website will be useful on mobile device and additional functionality is also available for tablets, desktops and other devices.

Website analytics and A / B testing

It’s not enough to create a website designed with the customer experience in mind and then just sit back. This process is repetitive and ongoing, and a brand needs to know which methods and procedures work best, and which are most appreciated by consumers. This is done through the use of website analytics and rigorous A / B testing.

Website analytics, such as Google Analytics, show which pages are viewed the most by users, as well as which pages are quickly abandoned. Analytics inform a brand about the platforms and devices that customers use, are geographically located, and how often they visit. It also shows a brand whose pages are often used as entry points on its website, as well as how often specific pages are used as external routes. This is beneficial, because if users are leaving a page that, for example, specifies a shipping fee, it indicates that there may be a problem with the shipping costs (or time). ۔

A / B testing involves the creation of two pages or areas within a website, each using a different approach or perspective. One page can use incentives to increase sales, such as “buy one for free” while another “buy one today” can get 20 off their next order. By examining each approach and measuring success and failure, a brand is able to accurately understand which approach is more effective.

Suz Trap, VP of Insights, Brooks Bell, analyst and A / B testing consultancy, spoke to CMS Wire about the need for such research. Without strategic experimental initiatives that expose workable insights, today’s businesses will never understand whether their digital consumer experiences are meeting customer expectations, Trump said. “Testing reveals consumer preferences and delivering those desires will create a better customer experience. The benefits to the business could mean an increase in conversion rates or a higher level of user engagement in websites or mobile applications. Tripp suggested that the customer benefit is huge.

A combination of both quantitative data, such as those collected from Google Analytics, and qualitative data, such as those collected through direct, moderate user testing, enables brands to understand that Who are their customers and what journey are they on at any given moment? “On the brand’s website,” Patterson said. “Consumer-relevant web engagement experiences, which are useful with insights into relevant consumer behavior, can be a decisive factor in how people perceive a brand,” he suggested.

Listen to the voice of the customer

A VoC initiative can be an effective tool for finding out what a brand’s users think of its website. VoC is a great tool for uncovering pain points in a customer’s journey, as well as aspects of a brand that consumers love. Peterson reiterated that “your site features a world-class user experience that means taking advantage of the ‘customer’s voice’ and following a data-driven approach in all design efforts.”

The VoC initiative doesn’t just improve marketing and sales copy effectiveness. A report by the Aberdeen Group reveals that VOC initiatives have improved customer retention by 55%, increased customer service costs by 23% and increased annual revenue by 48%.

“When identifying ways to improve CX, we consult five levers. Anxiety, mental effort, money, time and cost,” Trump said. “These levers represent the most common pain areas of consumers and can create better experiences when implemented.” It is their challenge to understand the process of stimuli and thoughts that go through the client’s journey. To a large extent, getting an answer involves asking the right questions directly from users. “Consumer motivation will always change, so it’s important for brands to work to understand the customer’s mindset and tailor their strategy accordingly,” Trump said.

Final thoughts

A brand’s web presence is usually where consumers and potential customers learn about the brand and its products. This is also where most of a customer’s pain points are found in their travels, so it makes it easier for a brand to review their website regularly to ensure that it is user friendly. Created with the extraordinary experience in mind.

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