“Avoid making the website only about your business and how awesome it is. It should be customer-centric.”

1. How easily can people contact you?

Part of a pleasing online experience is being able to find a business’s contact information when you need it with no trouble. If your users have taken the time to visit your site, peruse your pages and consider making a purchase, they’re going to want to research and read up on the details of what they’re buying.

You don’t need to make this process difficult – it’s all about providing the best possible customer experience, whether that’s in-store or online.

“It can really frustrate customers when you make it hard for them to contact you,” says Tapmint chief executive and cofounder Matthew Ho, whose site clearly displays the company’s contact details on the homepage – listing the street address, phone number and email address.

“Some websites have multiple steps to find a phone number or email. Others bury it in an area of the website that is hard to find.”

Providing your viewers with the answers to frequently asked questions, customer service numbers, support email addresses, sizing conversions or warranty information can equally build brand trust, credibility and communicate that you care about your users’ concerns.

2. Avoid making the website just about you

“Avoid making the website only about your business and how awesome it is,” says Ho. “It should be customer-centric.”

Question what your customers want to know and why they are visiting your site, then make sure you give them what they want. Do you need to help your customers save money, do things faster or make their lives easier?

“How have you helped other customers achieve their business goals? Rather than just having statements, include real examples of customers you have helped. Client testimonials will also increase your credibility and trust,” says Ho.

3. Avoid complex information-gathering forms

Most websites have a form they use to gather information from customers. This could be a

‘contact us’ form, a registration of interest or an eCommerce shopping cart survey, but a common problem is that visitors to most websites show little interest in filling it out.

Every additional field that you add can play a part in decreasing your conversion rate – one of the critical sales problems facing businesses regardless of size, says Ho. While it might help to get a full summary of your visitor by asking pre-qualifying questions, it can be very intimidating for the user.

Ideally, you want to look at removing friction that prevents potential customers from completing the desired action. Only ask for the information you need to be able to deliver immediate value to the customer, advises Ho.

“The best practice is to gather the information as it’s needed. It should be very clear what the customer is signing up for and the value they get out of it. Ideally, just ask for the customer’s email address.”

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