There is nothing more frustrating to a customer than having to go
through various hoops to find something specific on a website.
Ease of use should be the second thing
that is on your list when creating your website for your business. The first
thing on your list should be making sure your site is aesthetically pleasing to
the eye. While many companies get passing grades on the first task, the second
one should get a "NI" for needs improvement. The ease of use factor
for websites cannot be understated, yet it is probably a customer’s number one
complaint when shopping online.
In my opinion, when customers shop online,
they do so to avoid the hassle of in store shopping and the headache that
occurs as a result. When they have to go through the same hassle online, you
have to know that customers won't be happy and they will complain. Also, keep
in mind there are several other businesses that are online that do the same
thing. Customers love variety and will leave you in a heartbeat if they felt
they could get better service anywhere else.
It is puzzling to think companies still
have not made their websites easier to navigate. However, they will learn when
they see their website is not getting as many hits as it used to get, or the
profit is slowly declining. It’s even more alarming when you know you have this
problem, yet you do nothing about it and that includes numerous complaints from
customers.
Your wakeup call is coming and will be in
the form of a growing negative reputation that will continue to get bigger
until something is done about it. A negative reputation and online business is
the worst combination to have because the negative rep can and will spread like
wildfire. If you have a brick and mortar store, it can be affected by your
website. It would be in your best interest to keep the two separated and make
sure they never negatively affect each other.
As a business owner you must listen to
your customers and always find ways to improve your business operations. It is
a luxury to have a website that can bring in more money, but you must make sure
that it is not a hassle for customers when they are on your website, or they
will quickly find an alternative.
In this case the customer is right. There
is no reason that they should have to search far and wide for something on your
website. Ease of use is the best way to ensure satisfaction and profit.