Is Your Website Driving Customers Away?

A few years ago, you might have been able to get away with slapping together a website, putting some key business info on there (what you do and how much you do it for), and leveraging this to grow your business. But today’s consumers are far more savvy, and (let’s be honest) far less patient, than they were 3 – 5 years ago. This is not just true for everyday consumers who want to make a purchase directly from a website, but also for business to business consumers who might commit to doing regular business with you weeks after first landing on your website.
We now live in a world where you could have the highest quality, lowest price, and best customer service available and still miss out on sales because you fail to understand that potential clients are first interested in how you present that information.

Understanding that the presentation of your information is the first thing any potential client/customer is focused on will free you, and your business, to grow and close more sales.

Don’t believe me?

Let’s say you have just moved to a new town and need some dental work done.
Is your first point of call to find a phonebook, or to search Google?
When looking at their website on a desktop/laptop, do you stay on a website that only has small images, a contact number and a location address?
When looking at their website on a mobile device, do you enjoy pinching and swiping your screen to be able to see the information that’s on the website?

My point is that most people won’t go to a phonebook, they’ll go straight to Google, they won’t stay on a website that bores them to death, or is hard to look at, and they won’t stay on a website that asks the visitor to manipulate their screen to be able to view the information. So businesses that present their information in these ways has missed an opportunity to grow their business.

 

First Impressions

It typically takes only 7 seconds to make a first impression, and for many businesses a first impression is made via their website. So it is important that any business is doing all they can to make that all important first impression. Now, 7 seconds isn’t a long enough time to tell your potential clients/customers about how much better you are than your competitors, so it’s critical that you make this great first impression through amazing user experience.

Unfortunately, user experience is often the last thing businesses think about when creating their website. Businesses are often so eager to get their message across and start selling that they forget about how their visitors are going to interact with their website. Your user experience should, in fact, be the first thing you think about when designing your website. This is because your visitors are the ones who will be interacting with your website, and they are the ones who will decide whether or not to give you their money.

 

User Experience (UX)

So what are some simple ways to make sure your website has a good user experience and isn’t driving customers away?

  1. Mobile friendly
  2. Giving your ideal customers what they want, not what you want them to have
  3. Great visuals

With over 60% of all website traffic coming from some kind of mobile device (anything other than a desktop or laptop), your website needs to be optimized for mobile viewing. What does this mean? In basic terms, it means making sure your content (images, text, boxes, buttons etc.) fits nicely within the screen of the device it is being viewed on.

 

I blurred the above images deliberately, but you can see these websites have not been optimized for mobile

 

 

Why Mobile Friendly is Important

This has become so important that Google have started ranking mobile friendly websites higher than websites that aren’t mobile friendly simply because this is what people are looking for. This means, all other things being equal, if you have a competitor that has a mobile friendly website and you do not, it is highly likely that your competitor will be ranked higher than you on Google search results.

I challenge you to go to your website analytics right now and look at what type of device your website traffic is coming from. You’re probably going to find that around 45% – 64% of your traffic is coming from a mobile device.

A high quality user experience is the most important thing when it comes to having a website.

If you would like to know more about how to create a high quality user experience for your visitors, or want to make your website mobile friendly, then email the Vision Digital team at [email protected]

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