Is Your Website Treating Your Customers Poorly?
We’ve talked a lot about your web presence lately, from social media to SEO tactics to help more people find your website. But as James Parsons over at Entrepreneur.com points out, creating a quality user experience is also an important SEO strategy — and a great way to keep customers engaged on your site and eager to buy tickets to your event.
Jim has repeatedly emphasized the importance of good customer service, saying “Good service is the best marketing money you’ll ever spend.” And, of course, this idea doesn’t just come to play when customers are physically in your venue, but also when they’re on your website, learning about your shows and buying tickets.
Naturally, it makes sense to want your website to provide a streamlined, intuitive process for people to come in and buy (not to mention creating that experience cuts down on that pesky Convenience Gap Jim warns us about). So, how can you make this happen? Parsons has a few suggestions. We’ve put the first three here, then head over to Entrepreneur for the full list.
1. Site speed
Having a fast site means customers spend less time waiting for pages to load — and decreases the chances of them giving up and heading to another site. If you’re wondering how fast your website loads, check out this free tool at webpagetest.org.
Jim has also talked extensively about the importance of mobile, and Parsons points out that 80% of today’s internet users browse from their smartphones at least some of the time. So if you’re not optimizing for mobile, you’re missing out on a huge chunk of your potential audience.
3. User-friendly homepage
Is your most important content front and center on your homepage? Can people easily find the information they need? Or are they searching around and clicking multiple times to get where they want to go? This can make a huge difference between a happy customer and tickets bought, or a fed-up person heading elsewhere for entertainment. If you’re not sure, try asking a few people who have never been to your website to take a look and see how they navigate it. A few simple changes could result in much happier customers.