In today’s age, it’s not enough to simply have a good business, great business practices, or memorable customer service. Sure, those things are all important, but at the end of the day, if your customers don’t enjoy their time spent on your platforms, they aren’t likely to come back.
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When you think about it, all of the first three aspects mentioned won’t mean a thing unless your customers actually enjoy their time looking through your products—whether they’re searching on your website, your LinkedIn, or any other platform, they must leave happy. If they don’t, you aren’t doing your job correctly. If you think this could be you, please continue reading as there are many helpful tips provided throughout this article.
When the user experience is positive, the chances of a sale are higher, point blank. More importantly, the chances of said customer either returning to your website in order to purchase more items or telling all their friends to go and purchase more items for you greatly increase too. In some cases, even if a customer doesn’t purchase something from you, it’s considered a win when they return for more later. Having a good business is all about creating return customers, because when you do, it means they enjoyed their time spent browsing through your products and had a great user experience.
Now, the moment you’ve all been waiting for: it’s time to teach you how to create a better user experience for your customers.
1. Easily navigable websites lead to better user experience
Some people love to create fancy web pages chockfull of fancy buttons that lead to nowhere, pictures that don’t fit their theme, and all in all unusable material. News flash: this is not making the customer’s user experience better; in fact, it makes them more likely to get out of there as soon as possible and never even think about returning. The customer wants to feel respected by you, even when you aren’t in their presence. Their time is valuable, so why would you make them jump through hoops just to look at some of your products? Respect comes in many forms, and this is not one of them.
The other thing about people who use your websites is that they aren’t stupid. Many business owners get into the unhealthy mindset that their customers aren’t aware of what it is they’re trying to do to them. Another news flash for you: they most certainly are aware. This plays back into the respect factor, which plays back into creating an easily navigable website in the first place.
Side note: if you don’t think you possess the talent necessary to create a web-friendly user experience, always reach out to someone that can. There are plenty of graphic designers who will listen to your vision while crafting something that anyone can use. It’s that simple.
2. Need inspiration? Take a look at the number one most visited website in the United States: Google
This website user experience is the epitome of simplicity. If you’ve been living under a rock and aren’t sure how Google works, allow us to explain: you type in a statement, sentence, question, joke, or anything else you can think of, and Google provides you with every instance where your information has ever showed up on the Internet. Their platform is completely data-driven, and it works quite well. There’s a reason why you never hear people say, “I don’t know, Yahoo! it.”
With a simple logo, a simple search bar, and results listed by most relevant to least relevant, the user experience is as easy as they come. Google has even been able to build off of its platform by creating more easy-to-user products, and guess what? Since the customers’ user experiences have all been stellar while using Google, Google has created return customers who actively made the decision to purchase more of their products knowing that if they’re anything like the original Google, they’ll be worth the money.
3. Build your connection with your audience and show them what you know
As we’ve already discussed, it’s important to make your website manageable. In addition to that, however, you want to make sure your audience knows that you are knowledgeable on your subject. To do this, you want to link products to other products they may like, articles to other articles discussing similar subjects, and generally create a web of information—but make it clean and user friendly. This will improve the user experience.
Not only do you want to make a literal connection between everything on your site, but you want to make an emotional connection as well. While we’re not saying you should necessarily make your customers break down in tears every time they visit your site, you should let them know that you’re a real person with real people helping you to create a beautiful user experience for them.
People enjoy seeing that everything isn’t completely automated in our mostly automated world these days. Whether you decide to show a picture of your marketing team, share a story about how the business got started, or even letting the world know about your business’s pet dog mascot, it’ll be more meaningful in the end. Going that extra mile will last in their minds, leading them to be come back again and be return customers, as well as refer their friends to an authentic website run by people.
4. Don’t ignore the social media side of things
There’s absolutely no denying the social media rules the world. Facebook, Instagram, and Twitter are three words that are engrained in just about 3.84 billion people all over the world, and it’s not going anywhere anytime soon. What does this mean for you? It means you need to take advantage of that free publicity, of course!
Find ways to connect with your audience, not just your brand. When it comes to the social media user experience, it’s all about the catering to what the person wants to see, so take yourself out of the equation. Find ways to market yourself that people on social media would find interesting and want to look into more.
One way to do this is to use hashtags, otherwise known as #. However, it’s not just about using them—it’s about using them correctly. When they’re used incorrectly, people won’t be able to find you because you didn’t hashtag the right information. That’s one more missed opportunity, so make them count each time you make one.
For example, if you post a picture of a cup of coffee and hashtag #love or #happy, it won’t matter simply because these are two of the most widely used hashtags on the Internet, meaning your audience will gloss over your post entirely, which is the exact opposite of what you want.
This means you have to do a little bit of research before you decide what you want to hashtag. Find out what people are saying on their images of lunch and try to make yours a little more unique. At the same time, you can’t forget to stay true to your brand. It’s a delicate balance but once you find the perfect thing to say, you can expect a lot of views.
When it comes to followers, of course they’re important to have. That doesn’t necessarily mean that having more is better. You want a bigger number, yes, but it’s vital to have active followers. So, if you have 10,000 total followers but only 2,000 of them are active, it doesn’t make a huge difference in your campaigns.
In this instance, having 3,000 total followers and still having 2,000 of them actively viewing your information is a more ideal way of going about things. This makes the audience building process easier to manage for you.
Always remember to make your information accessible to your audience even on social media. You want to be able to get in touch with you at a moment’s notice, and if it isn’t readily available, they won’t be able to make that happen. Write it in your bio, header, and any other area where it can be easily accessed. It can even be written in captions, but in general, you want to save that area for relating to your audience through witty sayings and other sorts of messages you want to convey.
5. Crafting your emails
We’ve said that simplicity goes a long way, and it doesn’t stop with emails. When thinking of what to say, less is always more; keep them short and concise. People are busy and tend to get multiple emails per day, so if yours is lengthy and dry, it will not be read. Find ways to keep them interesting, fun, and upbeat all while maintaining an appropriate number of words. Even just looking at a long-winded email is going to turn people off from reading it entirely.
One of the biggest mistakes companies make is sending mass emails to their subscribers. When it’s just a general point, it once again makes it less appealing to read. This means you have to break up your audience, whether it’s by age, gender, location, etc. and creating unique campaigns to those people. This might sound like more work, but in the end, it’s going to result in more people reading and engaging with the emails that your team took time to create. Email marketing it not something to gloss over, so make sure you’re giving it the time and attention it needs in order to increase your numbers.
Creating a better user experience for your customers is the least you can do. Take advantage of the tools available to you, such as Google Analytics, and don’t forget to always assess your data-driven analytics while you’re at it. You can build the perfect experience as long as you follow the steps listed in this article. Pay attention to what your audience wants, cater your information to that, and just do it. Who knows? You might even end up being the next Google!