The Impact on Your Business of Having a Bad Website
November 20, 2019
Your Website is the Start of a Conversation with Your Customer
Today’s approach to marketing and advertising for a business is far different than the approach taken 20, even 30 years ago. Today’s businesses need to have a representation on the world wide web in order to stand a chance of succeeding. Over 80% of customers spend time online researching a purchase before they make a buying decision, even if that purchase will take place in a brick and mortar location. And many customers spend one to two months collecting data points and doing their online research before they make a major purchase.
Whether you are an eCommerce retailer or a traditional mom and pop shop, you need to have an online presence. Drive-bys and word of mouth are important, but if customers can’t find you when, where, and how they are planning to do their research, you won’t stand a chance of succeeding.
The impact on businesses that have a bad website
Brick and mortar locations should absolutely have an online presence, even if just to provide thought leadership and awareness and create a way to be found. eCommerce businesses, on the other hand, need to have not only a website but an impressive one at that. Consider these risks to your business if your website is sub-par.
Today’s online shoppers are content connoisseurs. They know what they want to find, and where they want to find it. So, if your website is poorly designed, it will jeopardize your credibility. Make sure your website is intuitive and easy to use, to ensure customers click through and can find what they need.
Most online shoppers want to find what they are looking for quickly. So if your load times take more than two seconds, your customers might find a different website to visit. Research shows that customers will attrite from your site if the loading speed is slow.
As of 2017, it was estimated that over 2 million customers shopped from their mobile devices. So, if your website is not mobile-friendly or optimized to adapt to the various formats that customers might be shopping in, you will lose customers. Far more customers today access eCommerce sites via their mobile devices than their desktop.
Though there is a need for a great eye-catching design, website clutter is a significant deterrent. Ensure that your website does not include unnecessary ad prompts, auto-play videos (especially with sound as many people will visit your site during working hours), flashy animations, etc.
If your website doesn’t have a clear call to action, customers might not know what they need to do next. So, if you want your customer to take action, be sure to spell it out.
Customers don’t want to spend an excessive amount of time reading product details. Though there is a role for that fine print, ensure that the critical product information is available within the preliminary product description and that it reads clearly. If you bore your customers with details that they don’t care about, or if you bore them to tears, they will not stick around.
Taking some time to view your website from your customer’s point of view will help ensure that your website is ready for prime time. Think of what you are looking for as a customer, and not a product or business owner. And get feedback from web design professionals that are reputable in the industry. By thinking like a customer and working with the experts, you will be able to create a great website that will keep customers coming back for more.
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