After speaking with CEXi consultant and online expert Julian Douglas, we give you the 5 essentials on how to give your customer a great online experience.
- Under promise and over deliver. Keep it simple but do the simple things well.
In general, brands that have a simple focus and clear vision tend to deliver what their customers expect. With an excellence in Integrity and Time & Effort, RaboDirect have adopted a simple customer-centric approach to savings which has ranked them highest in the financial sector in CX.
RaboDirect have created a humanised, online service without a high street presence and killed the complex financial lingo.
- Make sure your website loads fast! – the ‘back’ button is your biggest enemy
How fast or slow your website loads is determined by a combination of factors that span design, development and the end-user’s connection speed. Many of these, especially the last, will be out of your control. But one of the biggest and most easily preventable causes of a slow-loading website is uncompressed images. These images have to be downloaded every time a user visits your site, taking valuable time. According to surveys done by Akamai and Gomez.com, nearly half of web users expect a site to load in 2 seconds or less, and they tend to abandon a site that isn’t loaded within 3 seconds.
- Only acquire a customers personalized data once you have earned the customer’s respect. Then segment it carefully to personalize future interactions.
Don’t hassle your potential customers to share info with you as soon as they land on your site. Asking for personal information or asking them to take a survey should only come after you have built a relationship with them. If somebody clicks onto a site and is immediately prompted to sign up for a newsletter or weekly blog they will feel hassled and may abandon. Wait until someone interacts with a call to action and shows interest in your product before asking personal questions.
You wouldn’t be able to ask someone for their number without them getting to know you first!
- Great mobile and tablet experiences are now as important as desktop.
Some people feel they are more important and they may be right! With so many of us in possession of a smartphone and a tablet, a great mobile experience is expected by your customers with nothing less accepted.
Something as simple as an SMS or text notifications can be a very useful tool to contact your customers and can be used for time sensitive information. UPC – now Virgin Media, use Dynamic Parcel Distribution who send out a text message to their customers with a reminder that their order will be delivered on the day. This allows the customer to schedule their day around the time their package will arrive
Hailo (the highest ranking app-only company in the CEXi top 100) are known for their great mobile experience with on demand and up to date information about the available taxis in a user’s area. The whole idea of ‘hailing’ a taxi without having to see one or make a call saves customers a huge amount of time and effort.
- Make it easy and obvious for your customers to contact you and always include a street address.
If you want your customers to trust your business, especially if you have an eCommerce website, you need a legitimate address and business space. A business that can be physically found will always be chosen over a website with no address. With so many fake businesses and scams circulating the web it is increasingly unusual to trust a business with nothing but a webpage to their name.
You can find 5 more CX online commandments in the CEXi report – here.
Image source: bartcop.com