“If your website visitors are happy and engaged, you’ll convert more of them into customers”
So ensuring visitors are happy and engaged should be one of your main, ongoing priorities.
The thing is, web surfers are an extremely impatient bunch and you only have to think about your own surf habits to understand this. How many times have you got frustrated with a website because it was too slow? Or you couldn’t find an answer to your question, or you couldn’t find how to choose your clothes size – this list goes on. These things are annoying and as well as harming sales, it could also harm future SEO performance.
Search engines like Google and Bing don’t want to send people to websites that aren’t giving visitors a good experience, otherwise no one would use them. It’d be like me recommending a restaurant to you and then you take your whole family one evening only to find the food was awful, the service was even worse and it was far too expensive. Would you ever take a recommendation from me again? Definitely not!
Customer/visitor experience is not a new concept, when you boil it down its really just basic customer service and that’s always been important. Instead of the woman leaving the shoe shop angry because no one was around to find her size, she just closes her browser. Instead of the guy leaving the book shop because no one knows the answer to his question, he just presses the back button.
You can’t afford to have anyone closing their browser or pressing the back button due to poor website experience. Understand what your visitors need from you before they will buy, give it to them with zero barriers and make it easy for them to complete the enquiry or purchase.