Let’s start with a must-know fact to blow your socks off: Did you know that 86% of buyers are willing to pay more for better customer experiences?
And with the current world revolving more and more around the digital buyer’s journey, it only makes sense that your customers receive a quality digital experience too!
But how? This guide will explain how to improve the digital experience of your customers. In turn, you’ll be nurturing your online relationship with them in order to facilitate more brand loyalty.
Keep reading to learn more!
Work on Your Website
One of the main touchpoints for any brand in the digital age is their website. It’s the first place, generally speaking, that a potential customer may interact with your brand digitally.
Your website needs to absolutely be worth the visit. This means one thing: designing and building a website with your customer in mind.
Your website should be very easy to navigate, no matter what information a visitor may be searching for. The design of your website should center around ease of navigation. Buttons and menus need to be easily accessible and visible to your website visitor.
Also, a real eye-catching design that is intuitive will grab your potential customer’s attention.
The fundamental part of making your website work for your customer is that it’s responsive to the device it’s being used on. So, your website should be viewable on both mobile and desktop browsers. Otherwise, you may lose one or the other in the process.
Part of building a positive digital experience for your customers is being available for communication almost instantly. You may want to consider a live chat option on your website so that you can initiate a conversation with a potential customer instantaneously.
Imagine if you could help them right away, without them having to come into your store or pick up the phone. You’re improving their online experience immediately and may be able to turn them into a customer on the spot.
Also, you’ll want to provide a way for your website visitors to leave their email for future email marketing campaigns. Ensure there’s a button to subscribe to your newsletter in a convenient place. You may find that those who subscribe could become customers in the very near future.
Ask For Feedback
Most people are willing to give constructive criticism when asked, so give your website visitors a way in which they can give you feedback. You can do this in two ways:
- Have a pop-up window that asks for honest feedback somewhere along your customer’s digital journey
- Alternatively, place a feedback button somewhere on your website with a short message asking them for their input
When you ask your customer for their opinion, you elevate their sense of importance. Not only that, but customer feedback can provide you with invaluable data for how you can make improvements. They may provide you with answers as to why a large majority drop off your website at a certain point (and help you to stop this from happening).
Evaluate Customer Satisfaction
Evaluating customer satisfaction and asking for feedback are very two different things. Feedback can come from anybody who experiences your business or brand online, and they may not be a customer.
One of the keys to improving the digital experience of your customer is talking to those people who already buy your product or service. Different industries will have customers that have different expectations from their digital experience.
For example, eCommerce shoppers will have a high-level expectation of their buying journey and expect no obstacles in making a purchase. A B2B business may have a more lengthy sales process, and a customer’s expectations may not be as stringent.
Talk to your current customers and find out what they enjoyed about their buying journey and what they think you could improve. You can use a customer satisfaction survey and use email as a form of delivery. This way, you can tailor the questions in a way that you can get your customers to answer any questions that you may have.
Map Out Your Customers’ Journeys
Websites are no longer just a place for someone to make a purchase. Now, people will visit your site for many other reasons such as gaining valuable insight into your content or reading more about your products. They’ll also want to understand more about your brand before they make a purchase.
You’ll want to use an analytics feature like Google Analytics to map out what your website visitors do when they’re on your site.
Where are they entering your website from? What page do they usually arrive on? Where do they navigate to next? What pages do they spend the most time on?
You can use each journey as a way to provide valuable insight into how your online customer behaves and what their digital experience is like. You can then adapt your site to better suit how they navigate, thus improving their digital experience.
With session replays, you can playback or record the way someone interacts with your website. The role they play is key in being able to see in real-time how your website visitors use your website.
Improving the Overall Digital Experience
When it comes to your customer’s digital experience, no single interaction is enough to make substantial improvements. You have to ensure that you have metrics in place to analyze each part of a customer’s journey.
When you put all the information together in an analytical, logical manner, you’ll be able to adjust your online presence in a way that is customer-centric and built for your online audience.
While you’re working on your digital experience, it would be worthwhile to improve your knowledge of SEO (Search Engine Optimization) and what it can do for your website. Keep browsing our site for more helpful information!