05 May 2016

3 ways your website is still failing to meet user expectations

Tags:UX, CX, CMS

In the digital era, your website is more than just an online channel – it’s a powerful indicator of the level of service your customers can expect. That’s why ensuring that your digital presence is as seamless and user-friendly as possible is key to building customer relationships that last. But investing in a state-of-the-art digital shopfront isn’t enough to prevent you from letting your customers down. Here are three of the most common ways your website is still failing to meet user expectations.

Slow loading times

From a customer standpoint, there’s nothing more frustrating than a web page that refuses to load. According to an April 2016 study from Kissmetrics, 47 per cent of customers expect a website to load in two seconds or less, and 40 per cent will abandon a website that takes more than three seconds. Sluggish loading times can affect your ability to market your services and – if you’re an online retailer – the chance that your customer will browse and buy. Failure to address this issue can impact your bottom line.

Poor content quality

It doesn’t matter whether your website is responsive if your content is incoherent, inconsistent, or full of holes. From blog posts that clearly tell your company’s story to videos that spring to life with the simple click of a button, ensuring that your website speaks to your brand values should be high on your priority list.

Issues with forms

There are few interruptions to a smooth customer journey as bad as an online form that causes your users’ screens to freeze or crash. Making sure that your online forms are performing and eliminating bugs as soon as they appear can help you collect all-important data – without irritating your customers in the process. But it’s equally essential that you don’t ask users to register for new services or to supply their information too many times. Bombarding your busy prospects with unnecessary requests can suggest that you don’t respect their privacy or their time.

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