How Do You Improve Online Customer Touchpoints For Your Website?
The Importance of Online Customer Touchpoints
When I work with web design clients, it's crucial to look at the various stages your customer/client goes through when interacting with your website.
You want their buying 'journey' to be as smooth and easy as possible.
After all, a well-strategised and well-designed website, as a key customer touchpoint, can attract, engage, and retain customers/clients effectively.
What Are Online Customer Touchpoints?
Online customer touchpoints sound fancy but in simple terms, they are the key moments your dream client/customer interacts with your brand.
This can be external customer touchpoints like social media, paid online ads, or events.
Or in this blog post, internal online customer touchpoints via your website.
The goal is to remove any stumbles or obstacles that might deter your client or customer from choosing you!
From the first point of contact to the final purchase or interaction, the experience should be smooth sailing and positive.
“According to a Salesforce report, 76% of customers expect companies to understand their needs and expectations. This highlights the importance of optimising customer touchpoints and providing a seamless user experience on your website.”
Creating A Customer Journey Map
The best tip is to put yourself in the customer's shoes 🥿.
Think about the journey 🚶🏼♀️ that a client or customer may take with your brand and then look at the possible online customer touchpoints and where there might be any hiccups.
Larger businesses plot out customer journey maps. They can look pretty complicated like Hubspot’s below. This can be a time-intensive process and for solopreneurs isn’t always possible (or needed) due to time or tech limitations.
But don't worry, creating a simple visual customer journey map using Canva, Whimsical, or even plotting it out onto a piece of paper, can be very effective.
Typical Customer Touchpoints Before and After Purchase
A user has a problem and researches how to solve that problem.
A few websites come up via a search and they click on your website and start browsing.
They browse your website to get to know your brand and how you can help them solve their problem.
Perhaps they sign up for your newsletter, click on a blog post, click on product reviews, FAQs, landing pages, reach out for a free discovery call, or use your contact form.
If they decide to make a purchase, the Point of Sale is the last touchpoint and can make or break the sale. Check the process to ensure it is functioning well.
After the purchase, the client or customer is now onboard. A thank you email at the start of your customer/client relationship, is a great opportunity to build trust and rapport.
Question 🤔: Where might any stumbles occur on your website?
Enhancing Touchpoints
Look out for ways to overcome any stumbling blocks.
After purchase, there can be a risk of the client/customer not acting. For instance, they may abandon because there isn’t enough info, or they’re not sure what to do next.
Consider the opportunity for upselling or cross-selling a product or service.
Feedback and surveys can help pinpoint where things fell short or failed to deliver.
Create compelling Call To Action buttons, like 'Learn More' to guide your visitors to take action based on your conversion goal.
Key Elements For An Effective Homepage Touchpoint
Your homepage is the first impression of your website, so it plays a huge role in whether the user stays to browse or clicks away.
Demonstrate how the offering can help your audience and show them what to do next.
Your website needs to be clear, visually appealing, have working links, SEO optimised, and speak to the heart and minds of the potential client/customer.
Improving Customer Touchpoints
Understand Your Audience
Optimise Website Layout and Design
Simplify the Buying Process
Enhance Customer Service
Use Feedback for Continuous Improvement
The Takeaway: The Impact of Enhanced Online Customer Touchpoints on Business Growth
Optimising these online customer touchpoints on your website will improve the customer journey, boost brand satisfaction, and ultimately, contribute to business growth.
What To Do Now?
If you’re feeling stuck on your website customer touchpoints 🧐, why not book a 90-Minute Call and let’s chat and strategise, through this together.
Hi there! I'm Jane 🙋♀️ I'm a Brand Strategist & Web Design Guru who creates compelling Squarespace websites for heart-centred small businesses worldwide.
I'd be thrilled to collaborate on your web design project.
I have four Squarespace Web Design packages ranging from £950 for a One-Page website, to £4,500+ for the Full Remedy, Platinum Package. This includes my full Brand Strategy service, SEO optimisation, branding, web copy, a custom design tailored to your business, video tutorials, and blog/eCommerce/booking functionality if needed.
I’d love to hear from you!
Thanks 🌟 for being here, and if you’d like more tips, tools, and tricks [without the overwhelm], to help YOU grow your small business, I’d love to have you join my twice-monthly HeartBiz 💌 Letter.
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