As a customer, I have a long list of things that annoy me when I'm trying to make a purchase or find information, what are yours? Now take that list and compare it to your website ... are you helping or hindering a customer?
The internet has transformed the way that we can communicate with clients who now don't actually ask many questions, that doesn't mean that they don't want information, it means that they want to find it, they want the information to be available to them when they want it (day or night). Today's customer wants Google (Bing, Yahoo or Ask) to serve up a list of options in response to their question, then they want your website to answer all the other questions they have about your product or service.
Yet, and I tend to blame web developers for this, most sites don't have the answers that (potential or current) customers are seeking. Why? Generally because we fail to put ourselves in the customer's shoes and think like them, instead we think like us and tell them everything we want them to know and not what they want to know.
My top 5 Tips for ensuring the customer experience is excellent!
YOUR VALUE STATEMENT
The most common mistake on a website is one where the customer is told all the reasons why they should buy the products or service - it's the best, I'm the smartest, it's blue, it's big, it's faster than any other and I'm telling you it's what you need. WRONG, WRONG, WRONG, the customer wants to know why they should be buying it. What's in it for them. This is not the easiest thing to do to get the Value Statement right but it is worth working on to get it right.
NAVIGATION
Navigation on your site is essential, it should be easy to find, logical in its layout and simple. Overly complex or obsure navigation systems are irritating and don't encourage clicks to the right places.
CONTACT
Websites that have no contact information always look fake to me and potentially dishonest. Why would you not want to answer questions from your customers and help them make the buying decisions.
REASSURANCE
If your website has a buying process or is asking the client to commit to purchasing something then it is important to provide your customer with as much confidence as possible, this would include, industry validations, guarantees, SSL certificates, etc. Confidence and reassurance will encourage the buying decision.
INFORMATION
Your customer comes to the website for information make sure they can find everything that they need to know, these might include a map to your shop rather than just an address, a contact telephone number if clients need to make bookings or reservations, opening hours for your shop or office, FAQs - your clients frequently asked questions - put them in an easy to read format on your website if several customers are asking the same question then it is going to be obvious that your website isn't answering these questions so you may need to reassess this.
You want customers, lots of customers, so why not make sure that they get the information they need to be in contact with you, to engage with you, to buy from you, whatever it is that they need ... give it to them and cash in!