Many of the journeys customers go on may now be digital, but they’re no less real. The customer experience
is vitally important to good web design
and to the success of a business’s website.
Understanding how to make the most of your website requires you to understand the customer journey
, to map it out and know the crucial points along the way where the customer interacts with you.
Just like a physical journey, a digital journey has to allow the user to clearly navigate
their way to get to their desired destination.
Web design has to make this possible, and at the same time, attract
the site visitor in the first place.
Physical customer interaction is relatively straightforward, because it involves a face-to-face exchange. In the digital world, this kind of up close contact is not possible, so feedback
has to come from other sources.
These sources include:
- click-through rates from search engines;
- website analytics such as bounce rates;
- responses to website offers;
To improve the customer journey, you need to continually analyse this data so that you can make informed decisions about your website and your online communications.
Good Website Design
A good website design will ask the kinds of questions
of site visitors that makes them want to find out more
This is far more profound than choosing an attractive layout with headers and footers – it is about understanding your audience’s issues and problems and addressing them through your website.
If your design focuses on the site visitor, then you are massively increasing your chances of bringing them along on the customer journey, to a satisfying conclusion.
You want your website to help visitors find the right information, and when they’ve done this, to then take action
Who Are Your Customers?
Your web traffic will consist of different people and different kinds of potential customers. To understand how to make the customer journey suitable for each, you have to picture the persona
of your site visitor.
This is going to involve more than one type. You have to consider things like their goals, what drives them; also, their challenges and pain points, and obstacles they might face to purchasing from you.
You then have to put design and content
together to address these things.
If your information is designed around the various needs and desires of your visitors, then you increase the chances of them converting into customers, prospects or subscribers
You must speak their language, empathise with them, and be clear about how you can help them.
Your website design and build should come from this understanding – discovery before design
At LV Media, we specialise in web design, serving Manchester
and the North West. We work with you to ensure your customer journey is captured in how your website looks and functions. Contact us today for more details.