For most businesses, their website is where the most valuable actions happen by their potential customers. This is where the sale, booking or lead is completed, so there is no denying a top notch website is crucial for any business.
But, are simple mistakes on your website hindering your customer experience? Are you losing customers because your website doesn’t live up to the hype?
Let’s find out…
Does your content clearly represent your offering?
Content includes everything from the copy used across your website to the imagery and creative you’ve chosen to promote your offering. Small things such as ensuring your product shots are clear, high quality, in focus and clearly showcase the product your are promoting are easy steps you can take to improve customer experience.
Try to avoid having too many unnecessarily text heavy pages across your site. Summarise where possible and ensure your value propositions are clear. Consider most of your traffic may be coming from a mobile device, so long blocks of text may not read well if customers aren’t expecting it.
How long does it take for your website to fully load?
Ideally, websites should load within 3 seconds. It might not seem like much time, but your audience believe their time is precious – so every second counts. Research shows that if it takes any longer than this, you will begin to see significant drop off rates of people willing to wait around for your content to load. This means you’ll be loosing out on potential sales and leads because your visitors are abandoning too soon.
A few quick things you can do to optimise your website speed:
#1 Compress or scale down your images. If you are uploading huge images and constantly scaling them down to a smaller size – the browser will still have to work to load the original image size. So, scale down your images to the right size BEFORE uploading them to your site. You could also look at compressing your image files too – there a lots of free online image compression tools that will do all the hardwork for you!
#2 Browser Caching. Enabling Browser Caching allows you to temporarily store some data in your visitors browser so they don’t have to keep waiting for the same elements to load from scratch every time they visit a page. How long the data remains stored varies based on your server settings and their browser configuration . The easiest way to set it up, to your website server
Still taking too long too load? Check out some free online website analysis tools such as Google’s PageSpeed Insights.
Traffic from mobile devices is growing and many businesses find this is where the majority of their website visitors actually come from. So, is your website mobile optimised?
If your website doesn’t look great on mobile devices, you are going to create a negative user experience. If the visitors of your website find it hard to follow prompts, have to zoom in to see products/prices/descriptions or generally have to work hard to navigate your website – they’ll give up. It seems harsh, but the harder you make it, the higher the drop off you’ll see.
Moral of the story: If your website isn’t optimised for mobile, you’re loosing money.
SEO (Sesrch Engine Optimisation) is a way to ensure your website has a chance of being discovered when people are searching through engines such as Google.
The better your SEO strategy, the higher you will appear in search results when people type in the relevant key words. There are lots of little things you can do to improve your SEO game to make your website more easily discoverable.
#1 Page Titles. Ensure your page titles are clear, unique, short (under 70 characters) and not repetitive.
#2 Meta Descriptions. The Meta Description is the small snippet of information that appears below the blue link of a search result. Its goal is to create a value adding description of the website’s content, to entice visitors to click. Tips for creating top notch Meta Descriptions include: Keeping it short (under 155 characters), ensure it accurately depicts a good summary of what can be found on the site, answer a question the searcher is likely looking for an answer too.
#3 Headings. Use key words in the headings across your site that are relevant to your offering. These keywords will make it easier for Google to prioritize results for searchers. But, don’t over-stuff your site with these keywords or you could be penalised for it!
It may seem like there are a lot of elements that could be impacting the user experience on your website. But, every little helps! Small changes to your website can make a big difference to it’s effectiveness.