Websites can certainly be aesthetically pleasing, but ultimately they must be functional if customers are going to use them for commercial transactions. Therefore, companies must ensure that their sites can be navigated quickly and easily so that customers are satisfied with their experience.
Customer feedback is vital when it comes to website functionality. If customers are having problems, companies need to know quickly so that the website can be improved. As noted in the article Improve the Customer Experience on Your Website, communication information should be on every page of a website so that clients can quickly send a message.
Less is more
There can be a temptation to fill a website with a large quantity of seemingly useful information. However, companies should focus on the customer experience and realize that there are certain pieces of data that are vital to a transaction. If a customer has to hunt through multiple pages and links, they may give up and abandon the site completely.
Ultimately, the transaction process itself should be scrutinized so that the steps are simple and intuitive. Companies must remember that if customers get frustrated with the site, they may simply navigate to the page of a different organization. Therefore, feedback on the buying process should be attended to as quickly as possible so that customers do not walk away and never return.
A New York personal injury attorney at Okun, Oddo & Babat, P.C. has contributed resources for the development of this content.