How to Improve Customer Experience on Your Website in 2020


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Customer experience is about your customer’s entire journey interacting with your business. Your customer’s journey starts when they first become aware of your brand until after they make a purchase and leave a review.

Building customer experience needs to be a crucial part of your business goals. Great customer experience helps you win customers, retain them, and get repeat purchases.

Today, your website plays a significant role in impacting your customers’ experiences. Your website may be the only thing shaping customer experience if you have an online business for SaaS or a membership site.

It’s vital to create the best customer experience possible on your site. Let’s look at three areas where you can take action to influence customer experience:

  • Learn more about your customer
  • Manage key touchpoints on your site
  • Measure customer satisfaction

By working on these three key areas, you’ll deepen your relationship with your customers.

Learn About Your Customer

You can’t build a great experience for your customers unless you know who they are, where they’re coming from, and what they want. You can learn more about your customers by adding analytics to your site and implementing CRM.


An online business needs to add analytics to their site from day one. Analytics will help you understand if your marketing strategies are working. You can use it to measure traffic, bounce rates, and other key metrics that affect your site.

You’ll learn more about the demographics of your visitors and the kind of the device they’re on. Analytics gives you information about the keywords visitors typed in that brought them to your site.

Understanding the keywords people use can tell you about their intent. This can show you the type of content you need to create that converts and keeps people on your site longer.


CRM software can help you support your customers at every stage of the purchasing cycle. It enables you to track customer support requests, billing issues, and other information.

You can build a rich profile of your customers so that every time you interact with them, you can offer them customized services. CRM is useful when your business grows, and it gets harder to track information and co-ordinate different team activities.

It lets you offer personalized emails through email marketing campaigns. CRM can help you segment your email list, and you’ll develop a 360-degree view of your customer. It’s essential to integrate CRM on your website to know your customer and create a rich customer experience for them.

Manage Key Touchpoints

Touchpoints are where your customers have significant interactions on your website. Knowing what the key touchpoints are in a customer’s journey allows you to build smooth interactions.

Here are some of the critical touchpoints on your site and how they can be leveraged to support the customer experience.

Landing page: This is a significant touchpoint as users make rapid decisions based on the impression they get in the first few seconds. Using compelling headlines that highlight the benefits users get can keep visitors from leaving a site.

Content: Your blog consisting of pages, blog posts and other materials plays a role in customer experience.

You can improve the impact of your content in several ways

  • Create long-form content as it offers information in greater depth and is perceived as being helpful
  • Spark emotions by using words and phrases that create excitement, joy, and other positive feelings
  • Make it easy to read by breaking content into smaller paragraphs of just three to four sentences
  • Create good blog posts regularly. Consistency is essential for creating value for customers

Customer Support: This is where you need to put the most effort to meet customers’ expectations.
Your customer support can make or break your business’s reputation and relationship to your customers.

You can make use of AI-powered chatbots to offer support for non-essential queries. Chatbots are faster and are highly suitable for problems that can be resolved by gathering customer data from a database.

They save your business time and resources over the long term. You can offer live support and focus on looking after real issues to provide higher quality customer services.

Payment Integrations: Potential customers will abandon their shopping carts if they face the slightest inconvenience. Make the buying process secure and reduce the number of steps a user needs to take. You can do this by integrating your site with wallets and other digital payment options. Adding digital wallets has the added benefit of being easy to use on mobile platforms.

Showcase reviews and ratings: Users are taking the risk of losing money when they make online purchases. Adding social proof in the form of reviews and ratings can help boost conversion rates and build trust.

It’s better to have moderate reviews than to have no reviews at all because it shows that someone has tried your products.

Personalize marketing communication: Use CRM and email marketing services to personalize your marketing communication. Creating personalization by greeting users with their names in an email humanizes your brand. It can make people feel as if there’s a person behind your online business, and they are more likely to trust you. You can also create personalized responses for new subscriptions, purchases, and queries.

Go Mobile-first: Google has implemented a mobile-first policy. This means that Google will index a business’s mobile site first and then the desktop version. The message is clear; your mobile site should be a priority.

Today, more people than ever search for information on their phones. They use their cell phones to visit sites and make purchases. Optimizing your site for mobile screens makes it convenient for your customers to get what they need on the go. Creating a website that works on mobile screens optimizes a significant touchpoint – smartphones.

Measure Customer Satisfaction

An important part of the customer experience journey is to get feedback from customers. By launching surveys asking them to rate their experience or simply inviting them to leave a review, you get feedback. Such information is valuable since it tells you how successful your campaigns have been.

Ask for testimonials and reviews to build social proof. Social proof helps your business build trust from your visitors easily. Many businesses send surveys in the form of a Net Promoter Score (NPS). The NPS asks customers how likely they are to recommend a brand or a product.It acts as a proxy for understanding a customer’s overall satisfaction with their experience.

Getting customer feedback helps complete a customer’s journey or transaction with you. It leaves them with a reminder of your business and shows that your business cares about their opinion.

Let Your Website Boost Customer Experience

A business cannot survive without its customers. Keeping your customers happy, not just once, but every single time they interact with you is the path to customer success.
Today, many customers interact with businesses primarily through their websites. It’s essential to ensure that every interaction a user has on your website gives them information that helps. Use the strategies outlined here, and you’ll be able to brand loyalty, reduce customer churn, and even create brand ambassadors.

Syed Balkhi
Syed Balkhi is the founder of WPBeginner, the largest free WordPress resource site. With over 10 years of experience, he’s the leading WordPress expert in the industry. You can learn more about Syed and his portfolio of companies by following him on his social media networks.


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