Why Customer-Centric Web Design Is Important
More than likely you have come across a website that is cluttered, clunky, and not easy to use. How did this make you feel? You were probably left frustrated, and as a result, left the website within a matter of seconds.
As a website designer or business owner, you do not want customers to feel frustrated when they attempt to navigate your website. While it is important to have a website that implements SEO best practices, it is also important to have a website that is user-friendly. This article will cover what customer-centric web design is, and why it is so important.
What Is Customer-Centric Web Design?
It can be hard to put yourself in the place of a customer, but keep in mind that an effective website isn’t about the web design itself, it is about the customers. Having a super fancy website is great, but if customers are not able to find important information, it is essentially useless.
A customer-centric website is a website designed with the customer in mind. In order to be effective in creating a customer-centric website, you must be able to put yourself in the customer’s place during website creation. This includes providing all the information the customer needs to make a buying decision, while also making the information easy to navigate.
Why Is A Customer-Centric Web Design Important?
Here are the top 7 reasons why a customer-centric website is essential to any business.
1. The Focus Is On Solving Customer Problems
One of the main reasons many people go online is to find a solution to a problem. When you create a customer-centric website, you are focusing directly on the customers’ problems. A customer-centric website helps customers find the answers to their problems in an efficient manner.
When building a customer-centric website, focus on the problems consumers are trying to solve by visiting the site. What questions would you ask? What information would you find useful? Answering these questions is a great way to ensure you create a customer-centric website.
2. Positive Feelings About The Company
A customer-centric website can result in positive feelings about the company. Think of a website as a company’s digital storefront. Business owners want their physical locations to be visually appealing and well kept. The same is true for their websites.
If a customer arrives at a business location that appears to be severely worn down, chances are they will not enter the business. The same is true for a website. Having a neat, clean, and visually appealing website displays a sense of pride in the business.
3. Easy Navigation
There is nothing more frustrating than not being able to find what you are looking for on a website. Research has shown that clutter and large amounts of text tend to scare customers away. That is why ease of use should be top-of-mind when it comes to website design.
Creating a website that is easy to navigate starts with organization. Make sure to only include information that customers need to know, and avoid fluff. Make sure the website is clearly organized with categories that are clearly labeled. Elements such as buttons and links should be easy to find within each of these categories, as they help customers know how to interact with your website.
4. Higher Conversion Rates
If you have a customer-centric website, your conversion rates could increase. If customers are able to information fast, it will decrease the chances of them leaving without converting. The key is to be very specific, while also being very informative.
5. Lower Bounce Rates
Every website should have Google Analytics code installed on it. Google Analytics is a tool that helps you understand what content is working, and what content could use revision. Implementing a customer-centric website design will decrease your bounce rate, and result in customers staying on your site longer. A definition of bounce rate can be found here.
6. Increases Chances Of Repeat Visits
A website is a business’ digital storefront. If you have a terrible experience at a physical store, do you think twice before visiting the establishment again? A website is no different. If a customer has a horrible experience on a website, the chances of them returning is slim to none.
A customer-centric website also increases the chance of repeat visitors. If a customer has a great initial experience with a company’s website, the chances that they return increases.
Think about the websites you visit frequently. Besides liking the product, why do you return to the site? Would you return if the website was an absolute nightmare to navigate? Probably not.
We have been hounding on the importance of creating a website that is easy to navigate. You must also think about how customers access a website. In our digital world, it is essential for a website to be optimized for mobile.
Nothing will make a customer leave a website quicker from a mobile device than not being able to read the entire screen, or having to wait a long time for the page to load. Make mobile optimization a top priority for your website.
Risks of Not Having A Customer-Centric Website
1. High Bounce Rates
We already touched on bounce rates, and how a customer-centric design could potentially lower a website’s bounce rate. Conversely, a website that is not customer-centric runs the risk of having a very high bounce rate.
Bounce rate should matter to you. With a high bounce rate, you can be almost certain that few transactions will be made due to the low time spent on the site.
2. Lower Conversions
As we stated previously, if customers are unable to find what they need on a site easily and quickly, chances are they will not take the time to search multiple pages to find it. Thus, lower conversions rates can be expected with websites that are not built with the customer journey in mind.
3. Bad Overall Feelings About The Company
A poorly designed website, much like a poorly kept storefront can signify that a business does not care about its image. A business owner should have as much pride in their websites as they do in their physical storefronts. In many instances, the company’s website is the first impression a customer has of a business. It is essential to make a great first impression.
What Does This All Mean?
If you do not take anything else away from this article, make sure to remember that a customer-centric design is essential to the success of an organization. In our digital world, many consumers are switching from in-store shopping to online shopping. Due to this, it is essential for customers to be able to find the information they need quickly online.
Implementing a customer-centric website design will result in increased customer satisfaction, increased conversion rates, and decreased bounce rates. All of which are essential elements of running a successful online storefront.