How to include website design in your customer experience strategy

Summary:Your website is one of the first times customers are introduced to you, so its design should be a critical part of your customer experience strategy. These easy-to-implement tactics can greatly improve the functionality of your site while enhancing the customer's experience.
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Do you have a customer experience strategy, and what role does your website play in it?
As a business owner, you know you need a website. But have you ever asked what your website does for your business? Does it attract new customers, or build a better relationship with existing ones? Does it generate leads or revenue?

If you’re answering “no” to these questions – or worse, not sure how to answer them, you need to fix that, quickly.

What exactly is a "customer experience strategy?"

It’s the way you expect your customer to interact with your product or service, so that they achieve their desired outcome.

While the definition might be easy, accomplishing it is not. and that’s where the strategy part comes in. While there are many components, your strategy should start with a website that can quickly educate potential customers. If you’re familiar with the customer lifecycle, a website comes into play early in the second stage.

Your website should have at least one clear objective

That one objective: it should be the start of their customer experience, so it should be “delightful” for them.

How will your site do that? Make it easy for them to find what they need. That’s the “magic” of a great website. It quickly communicates what problem you solve, how you solve it, and what they need to do to take advantage of that solution.

To understand the role of website design, watch this video.

Conclusion

Most businesses don’t make it easy for people to do business with them. Simple design changes to a website can have a significant impact on visitor behavior, and can help them become customers.

Remember these steps:

1. Have one CTA on the home page, and look to offer it multiple times.

2. The CTA should be prominently displayed. The top right corner of your site is the ideal place for a CTA button.

3. Make sure your site looks good on all devices – computers, tablets, and phones.

4. I didn’t mention this in the video, but remember you only have 2-3 seconds – often times less – to communicate your message to your customers.

What are your thoughts? This is just one component of web design and the customer experience, so let me know what other design/customer experience questions you have.

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