One question that many business owners ask is, “When do consumers stop interacting with a brand that they love?” If you think consumers will continue to choose your brand every time because you’re a household name, think again. Bad experiences are deal breakers and are pushing customers away sooner than you might think. A recent study by PWC shows that 32% of customers would leave a brand based off of one bad experience. So, what makes consumers stick around and choose your brand every time?
What is Online Customer Experience?
Customer experience is the way a customer feels when they interact with your brand online. This includes every part of your digital marketing strategy, including social media platforms and channels, website content and reviews. One of the most common mistakes businesses make is not prioritizing technology. Customers expect technology to always work and tend to not pay much attention to it unless it isn’t working. What steps should you take to prioritize your customer’s online experience?
Optimize Your Website
One of the first things to consider when optimizing your website is load speed. Slow load times leave a huge impact on conversion rates, resulting in customers feeling frustrated and leaving your website sooner. But it’s not just load times that you need to worry about. A recent study by Nielsen Norman Group revealed that only 16% of users read the whole of an online article while 79% only scan it. So, to improve your customer’s experience on your website, you need to make your content more scannable. Some simple ways to do this are by:
- Creating lists (like this one!)
- Using bullet points (we’re using bullet points!)
- Making it more visually appealing
- Writing shorter and simpler paragraphs and sentences.
Craft Content for More Engagement
SEO and customer experience go hand in hand. When you know what your customers care about and are interested in seeing, you can tailor your content to them more accurately. To understand what your audience wants to see you can start by typing in a keyword that is related to your business on Google. When you do this, you can see how the search volume has changed over time. This helps to show you what your consumers are looking for.
A more in-depth look at your customers’ interests involves sending monthly email newsletters. Viewers can be tagged according to which links they’ve clicked on. You can also see the open rates for different kinds of content. This gives you more insights into what your customers are interested in and what they are more likely to ignore.
Gathering customer feedback in real time is crucial for an improved online customer experience. When you ask for reviews, you’re receiving information on whether you’re delivering the right information or not – if not, where are the problems occurring? Some ways to ask for customer reviews are by:
- Sending follow-up emails
- On-page links to a survey
- Live chat for real time conversations
- Check out our blog post on how to get more customer reviews
Understanding your customers is key for any business, and feedback will substantially help with improving online experiences.
It’s important to remember that customers drive revenue, but employees drive experience. They are your company’s brand ambassadors after all.
At JSK Marketing, we’re passionate about helping businesses like yours create unforgettable online journeys for your customers. We’ve got the expertise and experience you need to turn your online visitors into loyal customers. Partner with us today!