ONLINE SPECIAL
LINE PRESENCE CUSTOMERS OFF? ❝
Bad trip Similarly to your website not loading quickly enough, if your customers have to work too hard to find what they want from your website they will likely just give up and look elsewhere. User experience (UX) is a key
consideration when you plan the layout of your site, and understanding how your customers will use the site is the first stepping stone on that journey. A few simple things to include on your site to make navigation for your customers easier are; a well laid out menu to help customers navigate easily around your site, an easy to read and use ‘contact us’
section, and clearly labelled sections for services or products. If you have taken the previously mentioned advice and made sure your website is mobile friendly, a great addition is a ‘click to call’ function: this is the ability for customers to tap a ‘call us’ button and their mobile phone will automatically make the call. This small feature will negate the drop off in conversions when your customers need to call you to place an order or request more details. Avoid irritating pop-ups or interstitials
that require users to sign up for email newsletters or provide personal information in order to access your site – it
IF YOUR CUSTOMERS HAVE TO WORK TOO HARD TO FIND WHAT THEY WANT FROM YOUR WEBSITE THEY WILL LIKELY JUST GIVE UP AND LOOK ELSEWHERE
may alienate people. Offering an email newsletter sign up is a good idea but an unobtrusive side or break bar will work just as well and won’t create an unhelpful bounce rate spike in your analytics.
Build credibility Providing excellent customer service means that your customers are likely to spread the word, and keeping track of websites like TripAdvisor, yelp and Google reviews will help you stay informed of what your customers think and feel about your business. The benefit of providing consistently high
standards and showing that your company goes the extra mile when it comes to customer service should never be under-estimated. The old myth of a bad customer experience being shared 10 times as opposed to two or three times for a good experience, is
possibly a bit low these days. Since the original 1981 study (carried out by Coca-Cola) was released the rule of thumb has held strong, but the advent
of multi-channel internet communication suggests that the 10 or 2-3 number is far lower than it should be. A bad review or social media post can be shared hundreds or even thousands of times in minutes, meaning that customer service is more important than it’s ever been.
SME 29
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