How to improve user experience as customer expectations rise

| February 18, 2020

Customers are essential to any business, which is why the user experience matters tremendously when it comes to business success. User expectations have risen with the evolution of new technology, as customers now expect mid-sized businesses to have the same standard of user experience as large organisations.

Customers are looking for a website that is seamless, loads fast, provides excellent content, and is easy to navigate. If a website doesn’t meet expectations, 79 per cent of people will search for another site.(1)

Shane Blandford, director of innovation, Konica Minolta said technology is evolving the perception of what a company’s user experience should entail for their visitors.

“This means that business needs to consider what their customers want and adapt to meet this, or risk falling behind their competitors.”

Four key components to consider when improving the user experience are:

1. Website design: the first impression of your business
How your customers see your website is important to capture and retain their attention. Customers are more likely to leave a slow-loading website than wait. Also ensure the theme of your site is consistent with font, colour choices, template layouts and content.

2. Cross-channel marketing: ensuring your business is ready for m-commerce
Mobile commerce (m-commerce) is the extension of online shopping on a mobile device. 73 per cent of consumers were found to use either a mobile phone or tablet to purchase items online, but only 60 per cent of Australian businesses say they are equipped for mobile optimisation.(2)

3. Understanding the data: using analytics to know your customers
Data helps you understand your customers so you can ensure your business website and channels meet their needs and expectations. Customer data identifies and segments your audience, creates profiles and logs the customer’s history with your business, giving your business more insight into the customer’s needs, wants and journey.

4. Retargeting: recapturing lost opportunities  
Retargeting can turn missed opportunities into conversions through advertisements or emails about the business or the product the visitor looked at. Retargeting advertisements are becoming more commonly used as a marketing tool, with one in five marketers dedicating funding for it.(3) These advertisements can also help to enforce brand awareness in the market.