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Efficiency - Feb 27, 2018

Improve your customer experience with richer content and the right technology

Marketers are on the line to deliver better experiences with every customer interaction. Embedding dynamic content into your digital channels can help.

Today’s consumers want to feel connected with their preferred brands. That’s why they’re prepared to provide personal information and even increase their spend with a company in return for a better customer experience (CX). At the same time, consumers are also more than willing to penalize companies for a bad experience — and they’re likely to tell nearly three times as many people about that bad experience than any good ones.

What’s at stake when you provide a bad CX?

Since consumers’ purchasing decisions are highly influenced by customer reviews, even one negative comment can have an adverse effect on a brand’s reputation. For instance, in 2009, a United Airlines customer posted a song on YouTube about a bad customer experience he had, which garnered more than 14 million views. Second, a bad CX online can contribute to increased bounce rates and lost revenues because customers are significantly more likely to abandon sites that deliver such an experience.

Amp up your digital content for improved CX

Offering your customers more engaging, rich content, such as dynamic product views, videos, and/or user-generated reviews and recommendations, is a proven way to improve your CX. When that content speaks to your target audience’s specific wants and needs, it makes your brand more memorable, keeping your products and services in the forefront of their minds.

Before adding rich content, be sure to bolster your IT.

Before you can offer a better CX, you need to make sure you have the technological infrastructure to make it happen. For instance, let’s say you want to improve your customers’ online experience. According to a Google study, one of the biggest frustrations for digital consumers is slow page loading; 53% of site visits are abandoned if pages take longer than three seconds to load. Additionally, sites that loaded in five seconds (vs. those that took 19 seconds) saw 70% longer average sessions and 35% lower bounce rates.

Why is this important? Simply put, speed means sales, with faster-loading pages resulting in increased pageviews per session, which can lead to higher conversion rates and more revenue over time.

Avoid costly CX snafus by applying these six technological fixes:

1. Upgrade your user interface (UI). According to a study by Forrester, a well-designed UI can facilitate better CX, leading to a 400% lift in conversions. Put yourself in your users’ shoes and consider how well your UI promotes your products and services. If you find it difficult to navigate, search or browse your site, then consider investing in UI upgrades.

2. Simplify your site design. When it comes to your online presence, the cleaner and leaner the better. The quickest way to improve site speed is to reduce or remove any bulky content, streamlining the number of elements (including fonts) on each page. You should also use CSS (Cascading Style Sheets, which is a computer language that determines the look of your website, including fonts, layout and more) instead of just images, and reduce or consolidate backend data and analytics tags wherever possible.

3. Change the load order on your pages. The order in which your site loads content, ads and backend analytics tags makes a difference. If you use more dynamic content, you’ll need to structure your site’s load order to preserve the CX, prioritizing the most relevant assets for your customers while ensuring less critical assets, such as links or analytics tags, load after more interactive content. This will ensure a richer CX that keeps customers on your site for longer.

4. Enable page compression on your site. Plenty of high-quality, rich content can lead to page files that are overly large and cumbersome to download. Compression reduces page bandwidth, reducing response time.

5. Boost your internet performance. If you’re hosting large files or uploading plenty of dynamic content to your site, or if you’re planning on layering different services, such as voice, video and data traffic, you should consider fibre-based internet for its symmetrical upload/download speeds, uptime reliability, and enhanced security features. This is especially important for protecting sensitive information if you conduct eCommerce.

6. Test, test, and test again over time. Today’s technology changes quickly, and before you know it, your digital toolkit could be out of date. That’s why you should regularly test your digital assets for speed and latency. Review the size of each new asset you add to your site, look for older ad tech that might slow your site down and review any digital partners’ content being served to your site to ensure it isn’t causing delays.