Why Customer Experience Matters (and What You’re Doing Wrong)
Customer experience is one of the most essential elements of any marketing strategy. Why does customer experience matter so much? It's the key to building successful relationships and a loyal customer base. 91% of B2B consumers expect a completely seamless user experience on the websites they choose to visit.
So how do you create a remarkable customer experience? Here's what you need to know.
Why Your B2B Customer Experience Matters
B2B marketing is often focused on generating leads and closing sales. However, the customer experience is the key to building successful relationships that translate into loyal customers.
Unfortunately, studies show that only 30% of B2B buyers believe that brands provide excellent customer experience. That means nearly 70% of B2B consumers feel underwhelmed by their interactions with a website. Another study shows that 67% of B2B buyers have switched vendors for a more positive experience.
The good news? According to Gartner, over 80% of B2B organizations expect to compete primarily on customer experience, which means they are investing heavily in creating the utmost best UX for those who choose to visit their website.
While there are plenty of guides out there on optimizing your website for the best customer experience, marketers still make quite a few common mistakes that can hamper their efforts.
Most Common UX Mistakes B2B Marketers Make (And How to Fix Them)
Knowledge is power. The more you know, the better off you'll be. Here are some of the most common mistakes B2B marketers make when designing their customer experience and how to fix them.
1. Gating Content
Gating content by requiring a user to enter their contact information before giving them access to a product demo or other key piece of information is a common practice in B2B marketing. It's also one of the worst practices you can implement.
Why? Because it doesn't foster a genuine relationship between you and your target audience. Instead, it makes a potential customer feel like you are just trying to sell them something.
Solution: There is a time and place for gating content. However, you want to make sure you are not gating everything of value. Instead, consider gating content that is more of a sales pitch or upsell.
2. Not Creating Empowering or Interesting Content
Filling your website with boring, bland content won't make customers feel empowered or interested in what you have to offer. You need to be creating compelling content that speaks to your audience. It’s because 52% of B2B consumers state that they are "definitely" more likely to buy from a brand once they've read a compelling or interesting piece of content from them.
Solution: Create content that speaks directly to your target audience. What are their interests? What do they read about? What do they want to learn?
3. Annoying Forms
There are few things more annoying than filling out forms that take too long to fill out and ask for information that is not needed. This makes your potential customer feel frustrated and like they are wasting their time.
Solution: Keep forms short and relevant. Make sure to remove any unnecessary fields, and don't make them mandatory. Also, make sure to offer a way for your visitors to save their progress if they need to leave and come back later.
4. Neglecting Personalization and Machine Learning
Personalization is a key component of making a B2B customer experience feel unique and tailored to the individual. In fact, 49% of customers have said that they made an impulse purchase after receiving a more personalized experience.
Solution: Use machine learning to create a more personalized experience. For example, you can use data from past interactions with your website to make relevant suggestions and recommendations.
5. Improper Content Organization
There are few things more frustrating for a customer than to have to hunt through your website to find the information they are looking for. 56% of B2B customers have said they will leave a website if it takes too long to find the information they want.
One of the top frustrations amongst B2B and B2C consumers is a difficult-to-navigate website or one that displays incorrectly.
Solution: Group related content together and create a logical structure for your website. This will make it easier for your visitors to find the information they need and prevent them from leaving.
6. Not Prioritizing Mobile
With 52% of all internet traffic now coming from mobile devices, you must take the time to optimize your website for mobile viewing. 57% of customers state that they won't recommend a business with a poorly designed mobile website. At the same time, 50% state that they will stop visiting a website after a poor mobile experience.
Solution: Use a responsive design that is optimized for mobile viewing. Also, make sure that your website is easy to navigate and use on mobile devices.
7. Using Outdated Technology
The success of your customer experience relies heavily on the technology that drives it. If you use outdated technology, it can impact everything from the look and feel of your website to the speed at which it loads. This can lead to a bad customer experience and will eventually translate into a loss of revenue.
Solution: Make sure to use the latest technology to power your customer experience. This will ensure that your website is fast, reliable, and easy to use.
Create the Best Customer Experience for Your Audience Using Hushly
The first step to creating a remarkable customer experience is to make sure that your website is optimized for the best possible performance. To do this, you need to make sure that it is built on powerful, reliable technology.
That's where Hushly comes in. With our self-nurturing landing pages, you can lead with value and increase conversion among your would-be abandoners. Our landing page builder utilizes AI to provide only the most relevant information possible to each visitor.
If you're ready to improve your landing pages, then make sure to request your custom demo today!
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