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How to improve the customer experience on your website?

Learn how to enhance the customer experience on your website.

CMSs (Content Management Systems) have come a long way since their beginnings, and their evolution is inextricably linked to the evolution of customer experience (CX). Providing exceptional customer experiences heavily relies on your ability to publish relevant content to attract, engage, and retain customers. Although a CMS provides the building blocks for creating, managing, and delivering digital content - and remains at the heart of technology stacks that support customer experience initiatives - a successful customer experience strategy that is enjoyable for the customer and results in sales is still required. Providing excellent customer service entails investing in your customers and ensuring a smooth journey from the top of the funnel to checkout. 

What is customer experience, and how do you improve it?

Customer experience is the outcome of every interaction a customer has with your company, from browsing the website to contacting customer service and receiving the product/service they purchased from you. Everything you do influences your customers' perceptions and their decision to return, so providing an excellent customer experience is critical to your success. But there’s no one-size-fits-all answer to this question, as the best way to improve the customer experience on your website may vary depending on your specific business goals and target audience. However, we have gathered 5 tips on how to improve the customer experience on your website. 

Improve the customer experience by optimizing your website

1. Ensure Quick Page Load Times  

The time it takes for your site to appear in your visitors’ browsers is called page load time. Anything more than three seconds, according to Google, is too long. 

The speed with which your website loads directly impacts its traffic. People expect websites to load in a matter of seconds. Otherwise, page abandonment rates will begin to rise. Load time is determined by several factors, many of which can be improved. 

This includes the following: 

  • Choosing a high-performance web host  

  • Keeping the number of plugins installed on your site to a minimum 

  • Image compression and optimization 

2. Simple and clear navigation for better results

Menus, text links, and call-to-action (CTA) buttons direct users to content on your website. Streamlining your navigation to make it as clear and straightforward as possible benefits the customer experience.

Your menus are essential to site navigation and will most likely be the first place your visitors look to find what they need. 

Some helpful hints for improving it are as follows:  

  • Restricting your main menu items to only the most important pages 

  • Using drop-down menus as little as possible  

  • Including quick links in the site's footer as a secondary navigation shortcut 

3. Add a Live Chat Feature to support your customers

If you are not offering live chat on your website, you’re missing out on a huge opportunity to connect with your customers and visitors and create a lasting relationship. Nowadays, information flow is instantaneous. Customers expect prompt responses, with more than 80% expecting an immediate response from a company they've contacted. Customers who use live chat are generally more satisfied with their overall experience than those who don't. This is because they can get their questions answered in real-time without waiting for a response via email or phone. According to research, a fast response is the most critical aspect of good customer service. You can help by including a live chat function on your website.   

4. Create Clutter-Free Pages 

If a customer lands on your page and needs clarification on what to do, you lose valuable time engaging them successfully. A clutter-free website eliminates visual distractions and employs quality design principles like white space to guide and facilitate customer actions. Cluttered pages can overwhelm visitors, so removing potential barriers allows them to engage with your content more freely. We recommend you review your website's home page, landing pages, and checkout pages for clarity and aesthetic appeal. Minor changes can have a significant impact on the customer experience. Optimizing your page readability and design is easier if you use a feedback tool that tells you if and how your changes have increased traffic to your website. One of the best ways to gather this insight is by using A/B testing to measure your page conversions.

5. User Accessibility Design 

Using best practices for website accessibility ensures that users with disabilities can easily access and use your site. Accessibility standards consider navigational ease, page presentation, and other aspects of the visitor experience. You can test your website to see how well it implements accessibility features. This can assist you in identifying any areas that require improvement.  

Give your customers a reason to return

Improving your website visitors' experience can help reduce their frustration and give them a reason to return. This is only possible if you optimize your site to provide value and exceptional customer service. In this blog post, we discussed five ways to improve the customer experience on your website: 

Make sure page loading times are quick, so customers do not have to wait. Provide clear and simple navigation so that visitors can find what they're looking for quickly and easily. Install a live chat to provide immediate assistance when it is required. Create clutter-free pages to improve traffic flow. To improve service for all of your customers, design for user accessibility. 

Read more about how you can improve the customer experience in the blogpost: 8 features your CMS absolutely needs.