Anja is the marketer for ShoesForLife.com. She’s patterned the design of her web site after LotsOfShoes.com, a successful competitor’s site. Sales from the site haven’t been as successful as she hoped. She’s asking you for advice to improve the marketing effectiveness of her web site. What advice would you give to Anja to make her site more successful?
- Focus on providing a seamless experience for users.
- Provide a way for users to leave and read reviews from other customers.
- Add a PCI-compliant payment gateway to bolster user confidence in site security.
- Remove all flash content and switch fully to HTML5.
Times when businesses could afford having only web-focused pages are far behind. In the mobile-first world, a good user experience across various platforms is essential. You can’t ignore all potential customers using your website on mobiles.
If you want to deliver the best user experience possible, your company should develop a user-centric culture based on shared responsibility, cooperation, and continuous testing principles.
Only when all teams, marketing, sales, development are aligned to focus on the main goal can you efficiently develop your business. When teams follow the same principles and work from the same standards, you can avoid errors, ensure brand consistency, and provide a better user experience overall.