Luckily, these eight entrepreneurs from Ad Age Collective know what it takes to create a successful user experience. User experience (also known as UX) and UX design have become key to how companies interact with their target demographic. Below, these experts share their best advice for companies looking to leverage tech to improve their website’s UX and build strong customer loyalty.
1. Design your website around your why.
A website is a purposeful entry point for information and action. Understanding why you need a website is essential to delivering on your promise. Once you prioritize needs by the target groups visiting the site, only then can tech play a big role in making the visitor’s journey faster and distraction-free, helping them to get to their desired goals. Tech also plays a big role for repeat visitors and repeat tasks. – Arjun Sen, ZenMango
2. Keep content relevant to customer needs.
When a customer lands on your website, use tech algorithms to have them land on content and images that they were initially searching for. That way, it is immediately relevant to their needs and the best possible brand experience. – Jessica Hawthorne-Castro, Hawthorne Advertising
3. Focus on personalization.
4. Leverage artificial intelligence tools.
As traditional marketing tactics have become less effective, sales and marketing teams are adopting new AI-powered tools to deliver a superior customer experience. By identifying which accounts are visiting your site and uncovering critical insights about them, AI allows you to deliver relevant messages with chatbots or custom content streams based on what’s actually important to every visitor. – Latane Conant, 6sense
5. Use chatbots to answer simple queries.
6. Don’t take advantage of your customer’s time.
If they visit your website, don’t first make them put in an email for your newsletter or close a pop-up. If you ask for their feedback on their experience or Net Promoter Score, follow up with what you’ll do to make it better for them. Data is currency, and consumers increasingly know that. Give them something of value in return for their attention and information, be it more personalization or fixing a problem. – Holly Fearing, Filene Research Institute
7. Ensure two-way communication.
Any tech that you utilize on your website needs to facilitate two-way communication with a customer. Whether using AI, customer feedback or the ability to aggregate customer data, at the heart of your learning and your communication has to be an authentic human connection. When a customer engages with you on your website, this needs to be front and center. – Rich Honiball, Navy Exchange Service Command
8. Pre-fill customer data.
Forms are the bane of anyone’s existence. The constant drudgery of having to repeatedly fill out forms creates friction and a bad customer experience. Instead, pre-fill information where possible (accompanied by a “welcome back” message) and only ask for information that is absolutely essential. The less burden you place on your customer, the more they will appreciate you making their life easier. – Patrick Ward, Rootstrap