Let me start by saying that I am not a fan of resolutions. You should really be evaluating and changing course on a regular basis. Having said that, I do want to ask you to add one thing to your to-do list in 2020 that isn’t a resolution: improve your website’s user experience in the new year. Your website is your 24/7 sales force. Even if you’re mostly an offline business, consumers are feeling more and more comfortable with completing transactions online. More importantly, consumers are looking to Google and others in their social network for recommendations, and of course, from there a browser heads to a website to follow-up the recommendation with more information. Will that browser becomes a buyer based on what they see? Consider:
Easy Tips and TweaksDon’t panic – it isn’t a hopeless battle. Here’s a wee checklist you can use to check if there are improvements you can make to your site, making browsers more comfortable and turning them into buyers.
Those are a few things to get you started. But really, the best way to know how your site is working is to ask. No, not one of your staff or someone who’s worked on the site before. Preferably a customer – especially one who hasn’t used the site much, so you can watch them as they go and understand how they navigate. If you can’t get a good test with a customer on the site, pay someone else to do it. Sometimes you are too close. Similar to how stores have secret shoppers when you are too close to something you might miss the things that are causing the most problems are too obvious. Haven’t you been to a website recently and thought Hmmm. I don’t get it. It happens a lot. As consumers become more and more comfortable with online technology, small businesses who “get it” will make their sites better and better and reap the rewards for it. Those sites that don’t speak to their customer and don’t make the experience easy for those consumers to do business with them will fall behind. Simple as that.
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AuthorHi, my name is Kos and I’m a serial entrepreneur. I know a lot of people out there can relate. Archives
February 2021
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