10 Things Visitors Are Expecting From Your Website
In the past, customers were drawn to businesses by their shop windows. In the 21st century, online customers are drawn to businesses by what attracts them in browser windows. That is to say, windows of a business website. Just as items in shop window displays were strategically arranged to entice visitors, your business website should be designed to entice them as well.
To gain a potential customer’s attention among numerous competitors, you’ve likely tried various tactics, such as SEO and special campaigns. Yet, knowing what consumers expect from your site and providing it can go a long way in giving them favorable consideration of your business.
1. Easy Site Navigation
Visitors want a site with easy-to-locate navigation links, preferably near the top of the page. Upon arrival, about half of your site’s users will immediately seek a navigation bar to find their way around the site.
Adding a search box on your site will help visitors quickly find information not categorized in the navigation links. This tool is also valuable for you to discover the most searched terms. Then you could place a link to the page containing this highly-searched term among your navigation links.
2. Easy to Locate Information
Consumers want to easily see what your brand offers and why it would be the best choice. Give them those answers before they need to ask. Product or service information should be displayed prominently for consumers to find answers to any potential questions they might have. This includes product specifications, warranty information, or how-tos for using a product. These could be displayed directly on a webpage, in an embedded or downloadable PDF, or in an embedded video.
3. Easily Visible Methods of Contact
Having more than one contact method is ideal. If your visitors have a question or problem, they want a straightforward way to contact you for the solution. Whether by email, phone, chat, or a physical address, prominently placed contact information will encourage your visitors to contact you. If you have a physical business location, include a map with your address.
4. Promotional Offers of Value
Whether it's free shipping, a percentage off, or a free bonus product, a special introductory offer can sway a consumer's opinion to choose you over a competitor. So give them a valuable deal and win them over.
5. Consistency in Site Personality
Your site's colors, graphics, and text should reflect the uniqueness of your brand’s personality. Considering this, your branding design, tone, and personality should be consistent across your website and social media presence, without conflicting with each other.
And remember, small gradual changes in your site’s look and feel will be less frustrating to users than big, sudden changes.
6. Clear Calls to Action (CTA)
Consumers want to easily see what your brand offers and why it would be the best choice. Prominently displayed information will provide quick answers to any potential questions your consumer might have. This includes product specifications, warranty information, or how-tos for using a product. These could be displayed directly on the site, in PDF, or in video format.
Though Secure Sockets Layer (SSL) was later replaced by Transport Layer Security (TLS), both protocols are still referred to as SSL. Both are used to establish secure connections between a visitor’s web browser and the web hosting server. Most consumers take web security seriously and SSL assures them of a trustworthy site. For online payment transactions or collection of personal information, a secure website is vital for businesses. Now Google factors site security in determining a site’s rankings. As SSL is rather easy to add to your site, there’s actually no reason why you should neglect using SSL.
8. Being Mobile-Friendly
Google’s search ranking relies heavily on whether a site has mobile priority. Your site visitors expect the same, preferring sites that offer a great user experience on any device. If your site isn’t mobile-friendly, you’re missing many potential customers.
9. Image Speed
Slow-loading images will discourage visitors from even interacting with a website. Nearly half of visitors will abandon a site if it takes too long for images to load. Make sure your images are optimized for faster loading.
10. Social Media Buttons
Should your new visitors not be ready to purchase, social media accounts can help them keep in touch with your brand. It will help establish a relationship while keeping them in the know of your latest promotions. In addition, this will make it possible for your visitors' social media contacts to become familiar with your brand, as well.
Establish a relationship with your visitors by providing the features and web content they expect in a business website. Meeting these 10 key expectations can transform window-shoppers into customers opening the door to enter your shop.
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