6 Common Website No-Nos and How to Fix Them

User experience

You are undoubtedly aware that your website is the face of your brand and one of the primary forms of contact with both veteran and new customers. So you have probably put a lot of thought and money into making it as attractive as possible for your target audience. Then why are your conversion rates so low? Let’s examine some issues that can drive prospective customers away and discuss ways to correct them:

Confusing user experience 

One of the most crucial issues today is to provide your visitors with an easy journey on your website. (Just so you know – this principle applies to every device your customers use, from laptops and tablets to apps and smartphones.) Navigating your website should be smooth and quick. Lead your prospective consumer to where you want them to be as seamlessly as possible, with a maximum of two clicks. Any more than that and you’re likely to lose them.

Outdated graphics

One of the most common problems in the digital age is that website “fashion” evolves rapidly and a website that looked innovative and sleek only a couple of years ago may seem dowdy now. Users will engage with a website that features graphics and design that appeal to their tastes, and won’t even bother to go into a website that looks dated. Consumers also dislike clutter. They want to reach their objective without going into visual overload or getting lost among a plethora of banners and offers.

Technical problems

Website visitors are deeply annoyed when they encounter technical errors such as 401 (Unauthorized), 403 (Forbidden), 404 (Not Found) and 500 (Internal Server Error) pages. For various reasons, the user is typically unable to access a web page, which can be a very off putting experience. Many of these errors are fairly easy to repair, and you should get your IT team or an external consultant involved in resolving them.

Payment hurdles

Even if your cross-border website is attractive and easy to navigate, if you fail to provide an easy checkout process, you may fall victim to shopping cart abandonment. Provide as short a checkout form as possible with local payment preferences, from regional credit cards and e-wallets to alternative payment methods and debit cards. Generate customer trust by being transparent about conversion rates and local taxes.

Ineffective SEO 

Search engine optimization (SEO) is a vital tool that keeps your website high up in the search engines. It is important to keep up-to-date with your industry’s keywords and use them correctly. Whether you have an in-house SEO expert or hire an external consultant, make sure to keep following the most recent trends.

Insufficient content 

Content is crucial to get the right message across and increase conversions. You have probably invested much thought in providing concise but attractive copy about your products and services. While engaging messaging about your offerings is crucial, it is not enough. Google likes quality content and so do your customers. By regularly generating interesting and informative new content on your website, you are establishing yourself as an industry leader and promoting ongoing involvement with your brand.

 

4 Tips to Make Your Brand Stand Out

While having a great product or service is definitely a good start for any enterprise, it’s successful branding that will make your business take off. Branding speaks to both your customers’ feelings and minds, so your message should be consistent across channels and appeal to them on a personal level.

Here are 4 tips that will help your brand stand out:

Define and Understand Your Target Audience

The very first step of branding is to determine who your audience is and understand them. What are the ages and professions of your prospective customers? Where do they live and what do they do in their spare time? What are their purchasing habits? Where can you connect best with them? What problem are you attempting to solve for them and what message do they want to hear?

Once you have answers to all these questions you can create your “brand persona,” which is basically the entity with whom your customers can identify and connect. Keep in mind thpersonaat in order to truly engage, your aim must be to generate an emotion and personal involvement, as opposed to just an intellectual response.

Stand Out in Your Market

When it comes to establishing your brand in a crowded market, you come up against a new set of questions that need to be answered: What is your special appeal? How are you different than your competitors? What can you offer that will connect your audience to your product?

Before answering any of these questions, you need to determine the image you wish to convey: If you are luxury brand, you will want to establish that you provide exclusive, incomparable products for premium prices. But if you are a brand that strives to appeal to struggling young couples, you will want to convey a message of unfailing product reliability at affordable prices. Now that you have established your basic image, position your brand’s personality and offer a unique option with a deep understanding of your customer’s needs.

Establish Your Presence Across the Board

In order to get your message across, you need to establish a consistent brand voice across all devices and communication channels. If your target audience is teenagers, for example, target them on the social media platforms that they prefer like Snapchat, YouTube and Instagram, and use influencers who can sway their opinion. However, if your audience is made up of Millennials, for example, make sure to reach out to them across the board on their laptops, smartphones, apps and tablets. Address them on Facebook and Twitter, their favorite social media channels. Send a message that is customized to appeal to their taste and needs.

The main goal is to convey a consistent message at every location where your customers make contact so that they will feel comfortable with your brand and seek it out wherever they prefer.

Check Out Your Data

You can gauge how well your brand is performing by studying data your systems have collected about your customers’ actions, their purchasing habits, and revenues at different locations. By understanding your customers’ preferences and comparing sales performances for different audiences and markets, you can tweak your branding and its related messaging to involve your customers more successfully.

Using this data, you can create active, personalized interaction with your customers. Talk to them, ask them questions, engage them in discussions on their favorite platforms – in short, make them feel that your brand regards them as individuals worthy of personal attention and not just another sale.

Branding in 2019

The secret of successful branding is the ability to generate a sense of belonging. A buyer who visits your website or store once or twice is a random purchaser. Through careful branding, you can turn that accidental buyer into a loyal customer who will keep returning because they have formed an attachment not only to your products but to who you are.