As we enter the holiday season, many of us are looking to maximize sales this fourth quarter. Whether B2B or B2C, these last weeks of the year can be a “make it or break it” time for many businesses.
On November 1, here at McNary Marketing, we co-hosted an event, viewing the Marketing Wonderland presentation put on by the Small Business Administration Tech Coalition which included Google, Constant Contact, Facebook and Square. Locally it was also sponsored by Kirkwood Community College’s America’s SBDC. There were many key takeaways, which Joshua shared on a recent Facebook Live video. But all their tips boiled down to one critical component – User Experience.
User experience is a term we use so often in business and marketing that sometimes the meaning is lost. It basically comes down to real people and how they interact with your brand – online and in person. User experience is the real secret to drawing customers to your brand and converting them.
To up your User Experience game, here are a few areas you may want to examine:
What Happens When They Get to Your Website
We’ve talked before about the importance of having more than “just a website.” Your website should provide your customers with the experience they are looking for. Ideal user experience is more than just flash and modern designs. It’s about giving them the information, resources, and content they need. How easy is it to navigate your website? Can users quickly find what they are looking for?
As users are looking around and navigating your site, they want to do so quickly and with ease. Evaluate the speed of your website. We are accustomed to traversing the internet without any major roadblocks. If users have to wait for a page to load, they are likely to click away. Give them the information at the rate they expect.
Don’t forget how many search the Internet in a mobile environment. In fact, Google mentioned that 62% of smartphone users made purchases on their phones. How optimized is your website for mobile use? How do your photos and videos look in a mobile environment?
Does Your Content Speak to Real People
Whether it’s on your website blog, your newsletter, your social media platforms, or in print, your content needs to matter to your customer base. Sometimes we get caught up in our own industry speak or geeking out over our own jargon and we lose sight of what are customers need from us. What problems are they looking to solve? What language do they use? Answer the questions they are asking and be the one they turn to for relatable, relevant and expert information.
What Happens When They Purchase From You
This isn’t an area we always think of when we consider user experience, but it absolutely matters both to the immediate sale and future business with a customer. When a user makes the decision to purchase from you, what happens next? Is the process secure and comfortable? How do they receive confirmation or a follow up? How easy is it to get in touch with you if they have a question? The user experience throughout the purchase process can be component that leads to word of mouth marketing or repeat business.
User Experience Matters — Does It Matter Enough To You?
What an individual user experience looks like will vary with every industry and every brand, but one thing remains the same. Real people make buying decisions and spend money. Their interaction with your brand – from the first time they see you on a search engine to their transaction with your business – makes all the difference.
Are you seeing areas of your brand lagging in user experience? How can you help people feel more welcome, find the information they need, and become customers? Could your website use a tune-up, a new feature, or an overhaul? At McNary Marketing, we offer probono consultations – and we’ll even pick up the tab for that holiday mocha if we meet in person. Let’s take a look at your online presence and see how we connect real people with your brand this holiday season.