3 ways to improve the online customer experience of your business

You’ll often see people talking about delivering WOW moments to increase customer experience, however it is the smallest of changes that have the biggest impact on how a customer feels about your business. With this in mind, I wanted to share 3 quick tips on how you can improve customer experience for those looking at your business online, as the impact on enquiries and sales can be huge.

My Top Three Online Customer Experience Tips

1 Use photos of you/your team rather than stock photos

We all love to see the people behind a business and the saying “people buy people” is especially relevant when a potential customer is viewing you online and gaining their impression of your business without even speaking to you.  

When a company has stock photos representing for instance their training programme, or sky scraper office blocks when they’re in a rural location it can stop a potential customer in their tracks (for the wrong reasons) as they feel a disconnect.

Use photos of your trainers delivering (with everyone around tables, working together). It doesn’t matter if you don’t have professional photographs use real ‘in the moment’ photos or videos taken on a mobile.

Show your office set up, even if you work from home, you can be creative with those photos, show your desk/computer/bookshelf/working space and also don’t forget to include photos of you.  

2 Be upfront about delivery costs

Whilst people are used to not paying for delivery on Amazon it doesn’t mean that this is the only place people purchase from.

If you sell products online take time each week/month to check out your abandoned basket/bounce rates as these will show if customer’s are changing their minds at point of ordering.

If these abandoned basket/bounce figures are high, consider what you can do to improve your order process. Do you display delivery costs and timescales on the products or basket page? Or do you ‘surprise’ customers with additional delivery costs after they’ve entered all their personal details?

I am more than happy paying a delivery cost, so long as it is well communicated and not added on once I have gone through the whole adding card details in stage.

3 Make it easy to contact you

How many times have you googled a business to then go on their website to find out how to contact them? This is what potential customers could be doing with your website.

There are also times when potential customers may want to have a quick chat with a company about their products/services or even have a quick query that they want to check on before completing an online order.

How easy is it to find your contact details? Do you only offer one form of communication? I’ve recently conducted some online customer research and some of the businesses didn’t have an online form. The options were to call them or send an email. Both these options would take me away from their website, which can mean I forget to carry on with what I was wanting to do.

If you are interested in finding out more about how to improve customer experience in your business, feel free to contact me here.