Did you know that more than half of consumers are willing to pay more for a product if it comes with an enhanced mobile customer experience? In a society that is driven by online interactions and mobile shopping, you only get a matter of seconds to make an impression on potential customers.
This is a key reason why you, as a business owner, should prioritize your web page optimization as you establish an online presence. Unfortunately, many business owners lack the understanding of how to do that. If you are assessing your web page experience, there are some things you should know.
What Is Web Page Optimization for the Customer Experience?
It is much easier to make an impression on your customers when they come into a brick-and-mortar store. When you are dealing with a virtual environment, though, you have to capture your audience within seconds and provide them with an intuitive platform that is designed specifically to meet their needs.
Optimizing your web page with your customers in mind means creating a space that is tailored to the way that your customers shop and the perception that you want to create. You should make it as easy as possible for a customer to take a desired action, whether that’s buying a product or contacting you for a quote.
How Do You Optimize Your Web Page To Tailor the Customer Experience?
If you want to adapt your web page so that it is customer-focused, it means looking at your website from a customer perspective. Customers want to visit websites that load quickly, are easy to navigate and contain useful information. How effectively you address each web page element will determine whether your customers have a positive or negative experience.
Web page load times have a direct effect on whether or not a customer stays on that page. In most cases, customers will only wait a few seconds for a web page to load. Any response time that is slower than that will discourage the customer, and they will look for another source. Work with your web development team to create a website that has minimal background scripting and compressed images so that the pages load quickly. Test the page load times and optimize the programming for rapid response.
The easier a web page is to navigate, the better the customer experience will be. Navigation should be intuitive, with clear menus that are not only easy to read but also simple to use. Take time to create a sitemap for your website before you actually create the pages. This gives you the chance to create a logical, easily navigated flow of pages that your customers can follow without confusion. When your site is clear, intuitive and well-organized, customers are more likely to stay on the site and complete a purchase.
The design of a web page is another important factor in how the customer will interact with it. Consumers are more likely to engage with web pages that are clear and easy to read than pages with harsh colors or sharp contrasts between the background and the text. Even if you think that using your company’s branded colors for backgrounds and text will set you apart, you’ll find that it can actually interfere with navigation.
Instead, keep a standard white background with black text in a font that is clear and easy to read. Avoid the script-like fonts because they don’t render well on some devices. If customers have a hard time reading the content on your web page, that results in a negative customer experience. They aren’t likely to do business with your company as a result.
With billions of dollars in purchases made from smartphones and mobile devices every year, it is important to consider mobile adaptability when you create your website. A mobile-responsive site will automatically adapt in layout depending on the device that the page is loaded on. Mobile-responsive web designs allow you to rely on a single website design instead of having to create a mobile-specific layout in addition to your traditional site.
A responsive site will verify the type of device that the reader is using and then render the desktop site if needed or adapt to a mobile-friendly format if the page is being loaded on a smartphone or other mobile device. This ensures that your potential customers can navigate and engage with the website regardless of what device they use.
While a lot of focus is put into the visual and navigational components of the customer experience, one thing you may not have thought about is the content on the site. Valuable content helps you attract customers. Consider the questions your potential customers might have, any problems they may be encountering, and other information that could be relevant to them. Focus your website content on this information so that you’re providing a valuable resource. The more helpful the information, the more relevant the page will be for your customers.
Inclusive website layouts are ones that also consider disability accommodations. Accessibility for deaf and blind consumers can go a long way toward engaging with a customer base that is often overlooked. These accessibility considerations include text-to-speech features with image descriptions as well as closed-captioning for video content. Accessibility should be a top priority when you are trying to maximize your consumer engagement and create a site that is inclusive.
The Basics of Web Page Optimization and the Customer Experience
Taking the right steps in your web development process can make all the difference in developing a name for your business. If you want to reach your consumers where they are with a site that they can readily engage with, you need to focus on the features and factors that matter to them. Sites that are quick to load, easy to navigate and user-friendly are the ones that provide the optimal customer experience. Keep this in mind as you start looking for a new web page and reach out to Benjamin Naderi for design support.