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How to improve customer experience on your website

Friday, June 22, 2018

Customer experience is how the experience and interactions customers get with your company and how that feeds into your company’s perception.

A successful customer experience strategy should be enjoyable from the customer’s point of view while also leading to sales. Building a great customer experience means investing in your own customers and making sure their journey is seamless, from the top of the funnel to checkout.

In this article, we’ll run you through 8 effective ways you can improve your own customer experience to improve loyalty and attract new consumers.

improving customer experience

Improving your customer experience on your website in 8 steps

1) Make sure your search bar is top-notch

A good search bar will considerably improve your customer experience. Indeed, an eConsultancy study found that 30% of visitors use the search bar to find products on eCommerce sites.

Why? Simply because not every visitor starts at the top of the funnel. Some may have done some research on social channels, some may have seen you on other media, some may have heard of you through word of mouth. The point is, a search bar allows these people to skip past the customer journey to directly arrive to your product page, and eventually, your checkout page.

When customers are able to find what they need faster, their level of satisfaction tends to increase, automatically boosting your chances of converting that customer.

Don’t underestimate search bars!

2) A live chat is essential

What is more frustrating than not being able to get in touch with a company when you need assistance or have a question? We’ve all been there, and I think it’s safe to say live chats have revolutionised customer service, and therefore customer experience. According to this infographic from Websitebuilder, live chat grew by about 400% from 2015 to 2018.

Today, a higher percentage of website visitors simply choose to chat with agents for help rather than email or call. Why? It’s fast, easy, and doesn’t cost the user anything. Most importantly, your website visitor will likely get an answer instantly.

And did you know live chats have the highest customer satisfaction rate (92%)? For this reason, live chats are an effective way to engage with new or existing customers and solve their problem faster, potentially leading to increased or repeat sales. Generally speaking, they also tend to decrease the chances of a visitor leaving your site and increase the chances of converting instead. In fact, customers who chat before purchasing online have a 40% higher conversion rate.

live chats improve customer experience

Norwegian Airlines offers a live chat option to customers with enquiries

3) Don’t forget customer reviews

Today, online reviews impact purchasing decisions for over 93% of consumers. Collecting and implementing customer feedback throughout your website can help guide first-time visitors and existing customers.

How? By making sure consumers choose you over your competitors.

We all know it, it’s getting easier for consumers to compare businesses online. This only makes it more difficult for brands to stand out from the competition, and retain customers over time.

That’s why providing customer reviews directly on-site is likely to reduce your bounce rate and increase your conversions by providing visitors with more information about your company, your products, and your customer service. Customers are always going to conduct their own research - by giving them the information up front, they won’t have a reason to leave your site.

Get in touch with one of our experts to discuss how online reviews could help improve your customer experience.

4) Users aren’t patient

According to Akamai, 47% of people expect a web page to load in 2 seconds or less, and 40% say they will abandon a page if it takes more than 3 seconds to load.

Ridiculous? Maybe, but with the internet getting better and faster by the minute, consumers’ expectations have changed. A slow load time will also hurt you on google, as loading speed has recently become a search ranking factor.

With this in mind, it’s so easy to see how your website’s speed can have a direct impact on your customer’s experience, your visibility, and therefore, your sales.

Run a website speed test with a tool like Pingdom, and find out how you can improve your page load time today.

This will drastically improve your customer experience, and the better the experience, the more likely consumers are to stay on-site and shop!

5) Personalise your content

Did you know 75% of consumers are more likely to buy from a retailer that recognises them by name and recommends options based on their past purchases?

Rings a bell?

personal recommendations improve customer experience

Amazon recommends products based on past purchases

Personalisation tends to make the user feel special and understood. Helping customers find what they need, faster, is likely to improve your overall customer experience.

Gartner says smart personalisation could also enable digital businesses to increase their profits by up to 15% by 2020, so maybe it’s time to start improving your personalised content?

6) Filters are a must

The decision-making process is long and challenging enough for businesses to risk losing customers along the way by making their website harder to navigate.

The more choice you give your customers, the harder it is for them to find what they’re looking for. That’s why filters are a must.

Giving your users the option to filter by price, colour, range, style, brand, type, size and more, will completely change the way they navigate and interact with you.

The more filters you give to your users, the easier it gets for them to find what they need. Not only will this save them a lot of time, but it will also improve the way they perceive you, and this will have a positive impact on their overall experience.

filters improve customer experience

Missguided filters

7) The quicker the check out, the better for customers

22% of consumers abandon their cart when having to create a new user account at checkout.

That’s why guest checkout is the future of eCommerce retail.

Letting consumers checkout without creating an account is likely to keep them engaged throughout your journey.

This might not seem like such ‘a big deal’ to you, but going through the additional step of account creating can push the visitor away.

Amazon masters the art of checkout, so why not consider creating a single-step checkout too? You can always send a post-purchase email and ask your customers to create a password then.

8) Multiple payment options is always best

You might think your audience is all the same, but the truth is, it’s not. These people might have a similar lifestyle and buy the same kind of products from the same kind of companies, but that doesn’t mean they’re the same. And in fact, the more traffic your website gets, the more likely it is your visitors are very different type of people.

Paypal found that 24% of consumers abandoned their transactions at checkout because the brand didn't offer their preferred payment choices. Offering multiple payment options (credit and debit cards, mobile payment, third-party payment sites…) at checkout has almost become a necessity. This ensures most of consumers from your audience are covered and will be able to buy from you.

payment methods can improve customer experience

ASOS accepts all kind of payments - different types of cards, Apple Pay, Paypal, And even Klarna (pay later).

The more payment options you accept, the more convenient and easy it to buy from you. And that only means one thing for your visitors: a better customer experience.

These 8 tips will help you improve customer experience for both new and existing customers by making their journey as seamless and efficient as possible.

We hope you found this article insightful, and we’d love to know what else helped your business improve its customer experience?

Tell us what worked for you! Tweet us at @Trustpilot using #onTheBlog, or download our Complete Guide to Reviews below, and learn how Trustpilot can help you improve customer experience.

Picture of a smiling woman inviting to download the guide to customer reviews

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