Let your customers feel value through UX

value through ux

When an online user visits your website, they want to feel like a human, not another number (like a herd of sheep being pushed through the buying process with everyone else). Did you know that you can provide customer value through UX?

To impress your customers and help them feel like one in a million, we have some suggestions to help make sure your customers don’t feel overwhelmed or unloved when they come to your business, because we do love our customers 😊.

Customer Satisfaction and Support

Happy customers tend to stick around longer and are more likely to share positive feedback if they are presented with a positive experience upon your website, product or service. e.g. including services like live chat; offering an easy-to-use FAQ or knowledge base.

“By 2020, customer experience will overtake price
and product as the most important brand
differentiator – Marketing Tech, 2018.”

Recently, there has been two opposite trends regarding the contact details on a website. On one hand, there are companies whose ‘contact’ option is actually a page of frequently asked questions, which seems to never actually have the answer to your problem and is followed by no actual contact information available.

Whilst on the other hand, we have started to see a growing trend of businesses including live chat or Facebook messenger as a contact option.

Now, which would you prefer to see on a website?

Personally, we would much rather enjoy the instant replies of a chatbot, as they not only answer our queries almost immediately and 24/7, but more often than not, you can get transferred and talk to a human being. This simple feature lets your visitors feel like their problems are being heard and/or solved. They are being acknowledged quickly and not left wondering if their query will ever be found, providing customer value through UX.

If your website lacks the aspect of communication, then coming from experience of also being a customer at one point (yes, we are human too), it can be extremely irritating and even leave you thinking whether the website is even legitimate.

Make it personal, {insert_name_here}!

Personalisation is an amazing way of letting your customers know that you care about what they are interested in upon your website. It’s more than just saying ‘Hello, Sarah’ when they login, you can use their online data and behaviour upon your website to create bespoke experiences (With their consent obviously ;) ).

You can easily track where they go and what they click to see their interests. Linking this through marketing tactics can help offer your visitors relevant tailored content and products to grow user engagement to your site, whether it is through banner adverts on your site or marketing methods upon social media and email.

“Personalized home page promotions influenced 85% of consumers to buy while personalized shopping cart recommendations influenced 92% of shoppers online”ZoomInfo

You’re tailoring their experience to their interests, keeping them engaged on your site with your personalised suggestions, which can also be effective in bringing back dormant customers. Personalisation is key to making the customer feel valued, especially as they’re purchasing from your business.

Making BFF’s

Helping your customers feel welcome and comfortable on your website is essential for a business to grow. You’re earning their trust with your product quality and the overall experience they gain from using your website.

When you add personalisation methods into the mix, you are filtering out the noise of unrelated features, and they are more likely to return to your website.

You can also make the most of your personalisation techniques by focusing your marketing strategy around personalisation, which benefits both you and your customers.

Usually when an online user signs up to a site, they may be asked their birthday as age confirmation. As a thank you for their subscription, many eCommerce sites will send over a discount on their birthday, or a yearly subscription anniversary.

It shows that your business thinks about your customers and appreciates them as humans, not just another paying customer.

Add value to their visit

Convincing your users to sign up to your website or become a subscriber is a tricky task. Users need to know how they will benefit from giving their information away. After all, you want them to choose you over your competitors, right?

“Users need to know how they will benefit from giving their information away.”

Focusing on your long-term customers actually costs less than trying to retain new customers, and these are the customers that are more willing to provide feedback or purchase more expensive services and products. So, since they’re providing value to you, make them feel noticed by doing the same in return.

Offering extra benefits such as a free gift (an exclusive webinar) or an additional advantage to their subscription can help them feel appreciated and encourage them to stay loyal to your business, improving customer value through UX. 

Think about your User Interface

Creating effective user experiences is contributed by a good user interface (UI). A website with top form functionality is wasted if the webpage layout isn’t suited for the audience or the intended goals for the business.

The UX design, for example, is where a menu or navigation bar is placed or situated on a webpage and what pages it leads to; while the UI design is the look and feel of that menu or navigation bar, being a drop-down menu, a hamburger button or a simple menu bar. UI is simply the sprinkles on top of a cake, but it is important that they are engaging to your audience.

To get this right, methods of split testing is actioned to ensure the right styling and features upon the page represents the overall brand identity visually.

Here is one method of making you have the right UI;

One of the most effective methods of analysing the sections of the website that gains the highest attention is through heat maps.

Heat maps are integrations that collect data from your website visitors, which could include;

  • Clicks – shows where users click the mouse or tap on a mobile screen
  • Movement – traces the movement of the muse, without any clicking involved
  • Scroll – Tracks the distance that the user scrolls upon the page

These types of heat maps are perfect for determining the hotspots within the webpage. This is vital for pleasing your customers as when they reach the webpage, they want to be able to find what they’re looking for straight away. If they have to search for the answer, they won’t feel like their visit is enough and will turn away from frustration, so it is important to provide customer value through UX.

Respect their time

Trying to get through some buying processes, form fills or just getting through a website in general can be a painful task. It’s an obvious statement, but your website needs to be built to be efficient as possible.

Customers are spending their time (and potentially money) on your site, so why do they need to complete 10 fields just to sign up before purchasing?

This is similar with page loading speeds. If it’s over 3 seconds and they leave, it’s generally because they don’t have the time to sit and wait around.

Keeping your processes as simple as possible to help them sail through shows you understand their frustration as a human. Because let’s be honest, we all prefer to go in, buy and get out so we can get on with the rest of the day!

We’re all human after all

Just because we are in a digital world, it doesn’t mean we should stop treating our customers like they’re robots.

Interaction is key and helping your customers feel like they’re not just another conversion is how you achieve brand loyalty, remembering customers who are happy will help promote your business. It’s a win – win.

As a digital agency, we know all about putting users first through website design, caring for customers is key to a positive experience and helps build long lasting customer relationships by adding customer value through UX.