Turning your website into a well-oiled machine: 5 ways to improve the customer journey

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You could have 1000 free Beyonce tickets to give away, but you wont get any takers if your website isn’t fit for purpose.

Ok, so maybe you’d get one or two, but the point remains that however good your product is, you’ll never maximise its potential without a good customer journey on your website.

A negative customer experience, which can mean anything from slow pages to difficult-to-find action buttons, can take a user from customer to brand detractor in minutes.

In this article, we’re going to look at 5 ways you can improve your website to give visitors the best possible chance of getting to checkout with their basket intact.

1.      Cut out unnecessary steps

It might be a cliché, but in this world of YouTube, social media and Amazon Prime, the average attention span just isn’t what it used to be. There’s an expectation now that everything can be achieved at the click of a button, and purchasing tickets is no different.

Once the customer has the tickets in their basket, they’re more often than not ready to purchase. Don’t throw hurdles in their way.

Look through your customer journey. Do you really need both email address and phone number from your customer? Could they login using Facebook rather than having to remember their password?

Cut out as many unnecessary steps as possible and you’ll see an increase in conversion rates.

2.      Usability first, design second

A website is pointless if it looks good but doesn’t convert customers.

When building your site, plan the path you want your user to take from entry to purchase, and design around that. If a button is key to the user journey, make it clear and stand out – avoid complicated images or backgrounds surrounding it.

3.      Live Chat where it will help the user

Many websites see Live Chat as something to have in the background – another contact form that the user accessess only if they have to.

They don’t see the potential for Live Chat to work as an additional sales point.

Ask yourself where users really need help. Is it on the contact page (where many companies place their live chat button), r is it actually on a checkout page where customers are required to fill in details or select seats etc?

If the user has to disrupt their website journey to use live chat, chances are you’ve lost their business.

But by strategically placing it in the customer journey, you’re giving the user the help they need to complete their purchase.

And if you use the right live chat software, you can even set it up to ask the customer if they need help when they’re stuck.

4.      Give customers additional peace of mind

Forgive us for a little self-indulgence, but we’ve proved over time that refund protection increases conversion rates. It’s nothing more than a case of eliminating barriers to purchase, and one of the biggest barriers is the fear that something will stop the user attending the event.

Refund protection, especially with Booking Protect, is quick and simple and gives the user that extra bit of peace of mind.

They can purchase with the security of knowing that they won’t be left out of pocket if they can’t attend.

5.      Honesty is key

Research shows that one of the biggest turn offs for users is hidden costs. Like when you think you’re paying £39.99 for a ticket and postage, only to find out that there’s also a £1.50 booking fee attached.

Is the £1.50 too much for the customer to afford? Probably not.

It’s almost certainly more an issue of honesty and trust. Chances are, if the companies that added that fee had done so at the beginning of the checkout, they’d see more sales.

Customers aren’t stupid. They know what booking fees are. They just want to know that they’re paying them.

Have you got any tips to add to our list of 5? Comment in the box below or let us know on our LinkedIn page.

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