Is your digital storefront delivering for customers? Ask these questions first
July 24, 2018
This paid piece is sponsored by Click Rain.
By Kristina Johnson, account strategist
Have you ever had a really good shopping experience in-store? How about a really bad one? The store hours might have been incorrect on the door or the location was hard to find. Maybe you got in the door easily, but then the products weren’t organized or the credit card machine didn’t work.
Accessibility, organization, up-to-date information and technology that works are all important pieces to delivering a good in-store experience.
Most business owners strive to make sure their customers have a great experience when they visit their physical location. They may include things like a welcome mat at the door, beautiful and well-organized displays to show off products, helpful staff to ensure customers find what they are looking for and a reliable system for making purchases.
In our digital world, it is increasingly important for businesses to approach their website in much the same way as their physical storefront. When customers visit the website, they should be able to intuitively understand, navigate through and complete what they came to do, whether that be purchasing a shirt, reading through a dinner menu, finding a location or filling out a form.
How does your online storefront stack up to your physical storefront? Here are a few questions to ask:
- What’s the goal of your website? Have you yourself tried to complete the primary steps your customers are expected to take?
- Are your products or services organized in a way that makes them easy for users to find?
- Does your website accurately reflect your physical location hours, address and other details?
- Is your website a one-size-fits-all approach? Just like a salesperson wouldn’t offer to bring men’s trousers to a woman trying on cocktail dresses, websites should –and can – be smart about what products and services to display to customers.
If your website isn’t providing a great customer service experience, it might be time to audit the structure, design and functionality to ensure your site is delivering on your brand promise.
