A website has many purposes. Often, its main purpose is to turn visitors into prospects. You’ve most likely already heard about the term User Experience (UX) but we would like to introduce you to a more relevant concept for your sales and marketing goals: Prospect Experience (PX). If you do not take the prospect’s experience into consideration when reviewing your website, it will not deliver the leads that you need to keep growing.
How do I know if my website is designed for an optimal prospect experience?
Great question. When you come to realize that you may need a website redesign or you are not sure if you need one but you are curious to learn more, then you have come to the right place.
While every website is different, there are several best practices we can employ to improve prospect experience. Here is a checklist.
Check if your website is mobile-friendly
Look at your website on your phone:
- Do you have to scroll sideways to see all of it?
- Are the buttons overlapping each other?
- How much scrolling do you have to do on each page to see all of the information?
Why is it important?
46% of people use their mobile devices as their primary research tool, and 67% of people are more likely to make a purchase if a site is mobile friendly. Not convinced yet? According to Search Engine Watch, 50% of consumers will visit a store within a day of performing a local search on their smartphone. Mobile optimization for your website is essential when trying to get prospects to convert. You don’t want to lose a prospect because they were looking at your site from their phone while on their lunch break and immediately moved on to a competitor because yours wasn’t mobile-friendly.
Count how many seconds you have to wait while your website loads.
- Does your website take longer than 3 seconds to load?
- Do you get complaints about load time?
- Does your website randomly disconnect or break?
Why is load time important?
53% of mobile site visitors will leave a page if it takes longer than three seconds to load. Slow load times will ultimately affect a business’s ability to convert. With that being said, making a business' website load time quicker has become a standard that successful web design agencies live by.\
If your website breaks while a user tries to load into your site or while navigating, this will ruin their experience. It looks unprofessional, messy, and worst of all, there is a good chance that your prospect will not come back to complete their goal.
Review your business goals and put them up against your website.
- Has your company grown noticeably since you last developed your website?
- Do you need to add new features to your website?
- Are your users able to tell what your business is about in less than 7 seconds?
Growth is a great problem to have but it means your website most likely hasn’t kept up with the reality of your business today. For example, you might want to implement an e-commerce store to list your products on your current website to serve your customers better than your competitors do. Or you have expanded the services that you offer but no one knows about it. The most important thing is that your website should be one of your most powerful marketing tools. If you feel that your platform isn’t generating many marketing-qualified leads, then it simply isn’t serving your business’s growth.
Ask a friend to navigate through your website as a prospect and give you their honest opinion.
- Are they struggling to find what they want?
- Do some of your pages load slower than others?
- Is some of the information randomly placed as the results of rushed website updates?
- Not sure about how your real prospects are navigating through your page?
Take a look at your Google analytics, and get results of how a user navigates through your website. You may have a high bounce rate (visitors who enter the site and then leave rather than continuing through the website), or there are users going through funnels but they are never going where you want them to go. This is because of a poor website design. An optimal website design will accomplish your business goals and direct the prospects into the ideal conversion funnels. If a prospect were to land on your website and they do not have a seamless experience to convert they will get frustrated and leave. Make it easy on your
Do your competitors' websites look better than yours?
- Do you get design envy when you look at your competitors website?
- Do your competitors have features you wish you had?
- Is their design aesthetic overall better than yours?
Your competitors have a nice website design with a comfortable user experience and you are experiencing design envy. Chances are, they are converting well and beginning to outpace your business. If this is accurate, then it is time for a new website design to keep up with your competitors.
Has your business growth become stagnant or declined?
- Has your revenue growth hit a halt?
- Are you struggling to figure out why revenue has slowed down?
According to studies, slow-loading websites cost retailers billions in lost revenue each year. To add to this, poor prospect experience and substandard content are also proven to contribute to revenue loss. Expert developers tell us that a website redesign is normally needed every 2-3 years to avoid revenue loss. Optimize your revenue earnings with a great website.
How do you feel about sending prospects to your website?
- Do you feel like your current website does your business proud?
- Are you confident that it reflects how innovative your products and services are?
If you are embarrassed to give out your website to potential clients then this is a clear indicator that you are in dire need of a website redesign. Your website is an extension of your business and this shouldn’t be an embarrassment. With the state of technology today, your website shouldn’t be an afterthought. It is one of the most important factors in driving traffic toward your business.
If you think you need a website redesign for your business, then you are probably right.
Don’t know where to start in your website project? Hiring a trusted marketing agency will provide everything needed to help you achieve your website redesign. We are a proven marketing agency with the portfolio to prove it. We would be happy to help your business reach the next level - request a free consultation with us.