The concept of improving customer experience is not a new one, but it is certainly gaining more popularity, as every business is looking for more and more effective ways to improve their operations, which will eventually increase their revenue.
In the early days of the Internet era, for a business to follow modern trends, it was enough to establish an online presence with a simple and functional website. Today, in an oversaturated market where many competitors are trying to reach more customers, having ‘just’ a website is not going to work.
Improving your customer experience has become a serious issue in the world of business nowadays, because a good customer experience strategy will ensure that your customers will be satisfied. You will be able to provide a consistent and rewarding service, retain customers, and improve customer relations. To help you optimize your business website for a meticulous customer experience, we have compiled a list of common CX mistakes that can have a devastating effect on your venture.
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Not Optimizing for Mobile Devices
Many business organizations forget to optimize their websites for mobile devices. It can be an honest mistake overseen in the business plan and customer experience strategy. But in the age of mobile users, it can have catastrophic consequences for a business. Imagine the frustration of a returning customer who used to navigate easily through your website on desktop computer, realizing that your website looks like an unsolved jigsaw puzzle on his mobile device screen. Figuratively, in this case, it is just one customer, but in a real life situation, there may be thousands more.
With so many people online, it is imperative to have a website design compatible with mobile devices, just to be on the safe side, at the same time ensuring better conversions, transactions and more overall revenue for your business.
When people are visiting a business website, whether it is just for information or for buying a product on an e-commerce website, they are expecting to get in and out as quickly as possible. Having a long form that needs to be filled with all kinds of information before the user can take further action is a big no-no. It will frustrate your website visitors, making them wish they had never visited your page in the first place.
Another common mistake related to forms is forgetting to go with autofill and autosuggest solutions for fields that logically support these options. This goes alongside making some form inquires feel too invasive. The best practice is to require only what’s really necessary from your website visitors. To achieve that, try to imagine yourself in their shoes and see how it makes you feel to give away all of your personal information.
Poor Product Information
This mistake is the most self-sabotaging of them all. You put in the effort to design, create and publish content. At the same time, you have satisfying website traffic, but you are losing track of your customers once they hit the product they would like to purchase. This is a perfect sign that something isn’t right with your product description page. Maybe you failed to provide potential customers with pictures of products from several angles, or you didn’t provide them with detailed product information.
If you are not so sure how to balance this section perfectly, ask yourself what you would like to know about the products you are interested in buying. In most cases, too much information can’t hurt anybody.
Forgetting Social Media
Before forming an opinion or making a decision, people like to read about other people’s experiences related to the same subject. Every successful business has an ongoing social media presence across a variety of platforms. There is no point in thinking that your operation can succeed without it. This practice is essential for a good customer experience.
Another case that can have a terrible outcome is when you are active on social media and you have a neat website, but you didn’t integrate social media into it. Having social media buttons on every relevant product and information page on your website is one of the main goals of every good customer experience strategy.
These are just some of the most common mistakes seen on business websites that can eventually cause your business to fall apart. When approaching the complexity of a customer experience strategy, bear in mind that modern internet users are detail oriented, with limited time on their hands.
4 Common CX Mistakes Business Websites Make and How to Avoid Them