How Looks Dictate the Customer Experience

A good first impression means everything.


By Raquel Guarino

“You can’t judge a book by its cover,” says the old adage. Surely this proverb is wise in personal relationships, but in business it’s the opposite. Customers aren’t impressed by a book with a torn binding and a confusing title. When it comes to your brand, the way you present your company can make or break your customers' experience. Here’s what you can do to ensure your customers’ journey is as smooth and pleasant as possible.

Consistent Branding

Are your logos and brand aesthetic the same across channels, or are they sending mixed signals? If a potential customer views your website and then googles your Facebook page, they should not be surprised by how differently things look and feel. The aesthetic and language of your company’s various channels should have uniformity. Try to keep usernames as consistent as possible as well. Without these things, your customers may think they’re on the wrong site or may lose trust in your company.

Intuitive Flows

When customers are using your software or searching your website, user flows need to be intuitive and promote journeys that lead to action. To do this, it’s best to get an idea of various goals a user may have and map out whether the person can achieve those goals via different pages on your site. In addition to this, you should be checking your site for dead links, pixelated images, and weird formatting that could distract your customers from what they want to do.

 

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Mobile Friendly

Nowadays, most people have smartphones, tablets, and other WiFi devices. If your website doesn’t convert well to mobile, you are running the risk of alienating customers. When checking over your website, be sure to get a mobile view of what it would like. If you see tables overlapping each other, lines running off the screen, or functionalities that don’t work properly, it’s time to give your mobile site a makeover. Your customers depend on your mobile page to function just as well as your desktop site.

Easy to Reach

Making people wade through dozens of pages to find your company email address or phone number is a pain. Customers should have no problem finding support on your page. To minimize barriers, you should ensure there are links and opportunities to contact support on every page of your site. One way to do this is by installing a live chat widget (such as the one built by Help.com). The widget pops up in the corner of your screen no matter which page the customer visits. That way, when they have a question, contacting your business is quick and easy.

Active Writing

The words on your website matter. If your site includes strange copy, customers are less willing to trust you with their money. Some things to look out for in your website content include: poor grammar; passive tense; long, run-on sentences; a lack of page breaks; and inconsistent phrasing. Another thing to keep in mind is your company’s voice. Maintaining a brand voice that’s clear and consistent is just as important as your brand’s design. Anything less is a disfavor to your clients and your company.