Customers – where would our business be without them? Well, it is almost not worth thinking about. Almost. Customers are of course the backbone of what makes a company successful (if you are defining your success in terms of sales, as plenty businesses do), so it is important that their experience with you right from the moment they lay eyes on your product or pitch is positive.
If you want to know why the customer experience is important and want to learn how you can improve it, you have come to the right place, as this piece will explain what you need to know.
Why the Customer Experience?
If you have a product or service that people want, that is great; but unless whatever you are selling is completely unavailable anywhere else, or you offer a price that no competitors can beat, the customer’s experience when buying from you will have a significant impact on whether they go through with a purchase, whether they become an existing customer, or whether they will be a walking endorsement for your business. A customer’s experience begins from the moment of first interaction. This does not necessarily mean actively, as this could be the first time they click on your website, or hear about your brand – this is the moment it begins!
Understand Who Your Customers Are
Understanding who your customers are goes a long way into understanding who will be interacting with your content, which means while you will not always get to be there from the moment the customer experience begins, it does mean you are able to formulate a good impression on your target demographic. If you are marketing towards a younger generation, it is always worthwhile creating content that speaks specifically to them with the language they use. The same goes for those of an older generation. Doing this will essentially say to your audience ‘we see you’ – which is an excellent way to begin a customer relationship. Developing this personal relationship between your business and the customers is just one of the ways you can convert casual browsing into sales. For more advice, contact a conversion optimisation company to help you offer the best customer experience.
Analyse the Data
If you are not utilising any data software that can give you important insights into your business and how your customers are interacting with it, you are wasting valuable resources. Data from analytical software can show you where the majority of your sales are coming from, what search terms are used, and also which parts of your website are getting the most attention. These insights can then be used to work out where not only are most people interested, but also where there are pitfalls, such as blockages or steps that are preventing a conversion from going through; for example, too many steps before the ‘check out’.
Knowing this information can be extremely powerful, as little tweaks to your site can have a dramatic influence on results.
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