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Ensuring Profitable Customer Web Experiences : Sharp Mobile-Friendly Design, Content, Data Analysis, Testing Key to Successful Web Experiences
Most customer relationships now begin on the web. Many of these engagements are for increasingly complex sales, service, and support opportunities and issues. Many of these interactions occur over customers’ mobile devices. Web experience personalization, bolstered by web site testing, increases sales, raises order values, and generates greater customer satisfaction and loyalty.
But web personalization (coupled with attractive, customer-intuitive sites), is not a simple or inexpensive strategy to execute. In order to be successful, there are institutional as well as technology hurdles to overcome. Customers are fickle and trends change quickly. Companies must be savvy in how they implement their programs.
Web Personalization Trends
- Increased consumer expectations. Consumers are empowered. They research before they buy. They also influence others’ buying decisions through social media. They are acutely aware of their worth to companies in today’s slow growth and highly competitive economy. But consumers also are time-pressed (often multitasking) and commonly mobile. They also are technology and web savvy. They expect fresh, high-quality, personalized, and consistent web and omnichannel experiences, based on companies’ knowledge of them as customers.
- Sharpened and mobile-focused design. Increasingly, customers use mobile devices to access the web and that is setting the tone for personalization. Companies are responding by incorporating clean, highly functional, and intuitive site designs. They are taking cues from tablet form factors as they begin to approximate those on laptops, while remaining mobile- and touch- rather than type-interactive. Companies are refining what content is the most important to show on any one page to avoid overloading customers. They are employing user-device responsive design, infinite scrolling, and also shorter fill-out forms to compensate for poor mobile typing experiences.
- Web interaction growth. Web personalization strategies incorporate customer-intuitive and device-agnostic engagement portals. Frost & Sullivan forecasts that digital (web, mobile, chat, video, and social media) customer interactions, will increase considerably over the next five years. Moreover, customer use of digital channels, for the first time, is expected to exceed that of the traditional channels (voice, IVR, and email).
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