Websites should have a multifunctional design to be effective. The way you design your website should improve user acquisition, help in customer retention, and enhance engagement. The web designer should pay close attention to various elements to help them create an interactive experience. You need a site that will directly engage with your target audience. In this article, we are going to look at 15 steps that you need to follow when refining the online experience of the user. You can use them to create an engaging digital experience for your customers.
- Define the Customer Experience Intentionally
The best starting point is to identify the end-to-end customer experience. You also need to identify the critical moments of truth. These are the interactions that represent the most significant opportunities for delighting your clients. Adjust the experiences that you deliver within the interactions based on the feedback that you get from your clients to define an effective and consistent experience across all your channels.
Adopt ethnographic research and innovation techniques and carry out experiments to understand the customer experience and what your target audience sees through their eyes. You should read this article and get some ideas about how to reach your targeted customers here.
- Listen to Your Clients
Engage with your clients to know what they expect about their individual experiences and interactions. In case you are surveying your clients, look for other ways of interacting with prospects and customers like social media monitoring, business planning meetings, interviews, focus groups, etc. Spend a lot of time to interact with your clients and the insights that you get will facilitate the other steps in this framework.
- Focus on the User Types and Not Buyer Personas
You should know what the specific pain points of a particular client is or what he likes to create the ideal user experience. However, you should be aware of the user types that you are targeting and how they shop and browse. You should also know the devices that they are using, how they find and utilize your products. You should create your user experience around these user type segments and not the buyer personas. It is one of the steps that most brands ignore as they try to create an engaging digital experience.
- Offer Customization
Any form of customization will offer the best personalization to your user experience. It will make sure that your website is more engaging to every customer. It can entail allowing each user to customize his or her visual experience when visiting your site. An excellent example would be dashboard elements and layout options within the online community. It can allow users to customize the products that they are buying. The user will own his part of the digital experience when interacting with your brand. It will motivate them to get back to their space in future.
- Create Simple Experiences
You have to make sure that your customers feel engaged with immediate effect. Delaying to engage your target audience will cause them to start looking for better options. The secret is keeping your user interface clean and simple and embracing the white space. This design invites your visitors to explore the website by themselves. You should not force your customers to find what they are looking for in a cluttered design. It is not good to give your clients several options that call for their attention. Put yourself in the shoes of your audience and give them what you expect to get from the websites that you visit.
- Seek Out Great Examples
Search for analogous models that have exceptional customer experience and evaluate the potential for adoption of the models in your environment. You need to think outside the box at this point. For instance, how would Apple and Uber operate if they were in your industry? Researchers reveal that the best ideas come from outside your industry, among organizations that have faced the same challenges.
- Make the Copy Sing
It is impossible to develop an engaging digital experience that does not use the copy in some way. You can either use long-form of content or minimal copy depending on your personal preferences. The most important thing is to have compelling content that will hook and engage your users for an extended period. Every single word must serve the purpose of moving your prospects through the digital experience towards conversion. It is meaningless to have a copy that will not engage your target audience. The Co Schedule has shown valuable ideas here about how to find your targeted customers.
- Integrate Social
You should make it easy for your target audience to promote products and contribute content such as thought and reviews. You also need to interact with the other clients within your funnel. Amazon does this using the Q & A segments together with the comment sections. Social presence plays a critical role in enhancing conversions and engagement with prospective clients. Going social is one of the best ways to create an engaging digital experience.
- Design Like Fisher-Price
As you continue to refine your user experience, you need to aim for something that will feel as if you are interacting with an oversize Fisher-Price toy. It means creating large elements that have simple designs and clear copy that even children can understand. You will also need a concise and actionable call-to-action. The beauty about this type of experience is that it works on all devices. It is the best for mobile devices because large elements support easy navigation. In the modern world, nearly every one who uses the internet has gone mobile. Therefore, you can use this trick whenever you are targeting mobile users.
- Personalize the Experience
Directly ask customers for feedback as they continue to use your website so that they can feel valuable. Don’t slap your audience with an opt-in as they try to leave the site. You can create an exit intent survey that helps them to answer several short questions on the digital experience. The insights that you get from these customers will help you to improve the user experience of your website.
- Designing for Limited Real Estate
Whenever you are creating an engaging digital experience, you should ask yourself whether it is the way you would like it to work on mobile. Think about how it will look on a tablet versus a Smartphone. If your starting point is a desktop, you should carefully think about how it will translate in the mobile setting.
Designing for mobile users first will guarantee you a better experience. Make sure you have a more engaging overall experience and compatibility. Max Burst is on the leading end when it comes to the production of mobile-friendly websites.
- Do Not Trust Your Feelings
Don’t let anyone tell you that your user experience has reached perfection, just because you feel that it looks great. You could be relying on the fact that the website had an exemplary performance when you were subjecting it to the test environment. The way you and your employees view the experience could be very different from how a client who is seeing your website for the first time sees it.
It is advisable to use outsiders to test the digital experience. Several services can help you in testing your user experience with the real consumers of your products and services. Using these services is a sure way of getting an objective view. Remember you are creating the website for your audience and you cannot ignore their opinion.
- Mix Up Your Content
People have unique personalities and hence get engaged in different ways. Some of them respond to particular types of content and others don’t. Balancing will help you to find the difference between deeply engaging animations or videos, images, and the content that you write on your blogs and product pages.
Keep in diversifying, refining, and testing your content with the right audience to see how the engagement varies with the variations in your content. You may realize that static photos are less effective but live video and animation win with your target audience. The best type of content to create an engaging digital experience depends on the demographic features of your target audience.
- Create Accountability and Assign Ownership
Assess the ability of your company to deliver the desired customer experience and the talent you need to do so. Some organizations have a Chief Customer Officer (COO) that is in charge of this experience. These professionals are good at making different changes across the entire organization. The other roles for these experts can be account management and marketing apart from managing customer service.
- Monitor Your Results
Leverage new analytics capabilities and technologies to measure the effect of the changes that you have achieved of the lifecycle of your customers. It is meaningless to embark on a journey if you cannot measure the success rate. You can start with a basic scorecard that you can monitor on a monthly basis. Connect your standard business metrics to the customer experience metrics as you leverage technology. Some of them include revenue growth and customer retention within the customer segments. Look for the best ways of measuring your digital experience outcome so that you are on the right track.
With all this information, you have all it takes to deliver an engaging digital experience. You need to identify the best course of action and stick to it. This approach will move your customer experience to the next level and give you a competitive advantage in the market.