Digital Marketing 101 could very well state the following:
- if customers can’t find what they are looking for on your website, you are wasting your time being online!
So, you had best keep reading if you have an online business and wish to stay in business.
844 words – approx reading time 7 minutes (the time it takes to put fresh towels in the bathroom)
We recently wrote about why your business needs to be online, and this post is a followup to that. In that article we wrote about the benefits of being online and suggest that many businesses would benefit from having an online presence.
However, one of the biggest deterrents to online customers is when they realise you have a website and excitedly head there online, only to give up and leave in disgust when they cannot find what they are looking for.
And this can happen for many reasons:
- you might have bad links which prevent the customer seamlessly moving from your Home Page to the Sales Page
- failure to ensure it is mobile-responsive
- poor design or navigation which confuses the customer and causes them to stop looking and go elsewhere
- lack of product information which the customer needs to make her decision
- too few images, or poor quality images which fail to convert the lead into a sale
- lack of videos (where expected by the customer), or audio/videos set to autoplay
- the site is slow to load, or
- your content or offers don’t live up to the hype of the ad.
Let’s just take a step back and think about this for a moment from the customer’s experience.
They may have read your colour brochure delivered to their mailbox, seen your ad on TV, or perhaps saw one pop up on their favourite YouTube video channel. What they see impresses them enough to either type your website address into their browser, or click on the link if they see it online.
Hopefully they safely arrive at your online business, ready to see if you really can solve their problem with your product or service.
Now what do they find when they arrive?
- are they faced with pages of technical talk about how good you think your product is?
- can they easily find your physical address, or a map showing where your local business is located?
- do they find an image of the thing they want to buy that is so grainy it is too hard to make out all the details?
- maybe they can’t go anywhere or download anything because they keep getting error messages when they click on the image.
Would you really expect them to hang around and buy from you?
Your website should not be hard to work out!
Customers should be able to arrive, move around, see what they want to see, find what they are looking for, quickly discover the benefits of doing business with you, and buy your product or service very easily.
Chances are, they will then go on to become repeat customers.
However, if you as the business owner fail to provide a user-friendly page that loads quickly and is easy to understand, don’t expect your visitors to stick around and work it out.
If it is all looking too hard after just a few seconds, there is every likelihood that they will move on and check out your competitor instead.
As the business owner, this is your responsibility! The buck stops with you.
Even if you pay ‘experts’ who know all about the features of a good website design to create your website, or manage your customer contacts, YOU have the responsibility of ensuring that your customers can buy from you.
You cannot pass this responsibility to others.
And you cannot just sit back and watch as your marketing efforts fail and your website sales drop.
You MUST check and recheck that your business online presence is doing all that you need it to do. You must know or learn what a website should have in order to succeed.
And if some part of it is failing, then you need to fix it now. Get whatever professional advice you need and fix the problem quick.
Before it is too late!
We hope you found ‘Can Customers Easily Find What They Want On Your Website?’ helpful. Please drop us a comment below and let us know what you think, and please subscribe, if you haven’t already, so we can keep you updated in the future.
And if you are looking for other great posts to help you with your business or digital marketing, make sure you check out: ‘Why your customer insights are so valuable.’
Living each adventure,
Christine and Trevor
ONLINE FASHION STORE
Empowering people to live a healthy, authentic and fulfilling, personal and business life.
Adelaide, South Australia.
DISCLAIMER: This article is written for informational purposes only and is based on Christine and Trevor’s own life experiences. No food featured on this site should ever be consumed or handled if known or suspected allergies exist. Nothing featured here should be taken as medical, professional or legal advice. It is always recommended that you consult the appropriate professional before changing any routine or adopting any new procedure. We provide relevant links in each post to services or products of relevance to that topic. Many are unpaid links, while others may be affiliate links. They are included because of their relevance above all else.
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