Are you looking to start the year with a website refresh? Or just curious how you can make some small changes that will go a long way in improving your customer experience? We’ve pulled together some of the best ways you can make your website pop, while providing all the information necessary for your subscribers to make purchases. Plus, we’ve included merchant examples so you can see how these ideas are already functioning out in the world.
- Focusing on your website can help you create a smooth and enjoyable customer experience.
- Giving subscribers all the necessary information to make a purchase is possible through videos, dedicated landing pages, and other tactics.
- Making a few small changes can go a long way in transforming your website.
The purpose of building a strong website
User experience is a huge component of customer acquisition and customer retention. If your subscribers can’t easily access the information they need or make changes to their subscription in the customer portal or via text, you’ll be at a disadvantage and could end up losing customers due to frustration. Plus, it’s hard to win customers over if they can’t find the answers they’re looking for right away.
In general, subscription websites should include:
- A landing page with common subscription FAQs answered
- A customer portal
- Descriptive product pages
- An “about” page with more information about your brand and mission
- Customer reviews
Subscription businesses can also consider adding a blog to their website and utilizing social media to connect with their customers, especially those in the younger demographic.
5 ways to add interest to your website, with merchant examples
Once you have the basic components of your website in place, the following ideas can help put your web experience over the top (and knock out a few competitors, too). With every website change you make, consider what effect it will have on your customer journey. Information should be accessible, as should the user experience navigating the various pages on your site. Keeping all this in mind will help you create a website that’s both attractive and useful for your current and future subscribers.
1. Stick to your brand colors & theme
If you haven’t already, it’s crucial to create an overall look for your brand that can extend from your website to social media to your actual products and packaging. Creating this brand consistency will do wonders for your business, allowing you to create recognition among customers. Plus, brand guidelines can act as your guiding force in any web changes you make.
2. Use videos
There’s nothing better than video for capturing people’s attention. It’s also a great way to share information about your products or services, and how subscriptions work. Whether you add an animation or a short video to your home page or other important landing pages, or offer a library of videos for subscribers through their customer portal, consider strategically adding video to your site where it will add value for your subscribers.
3. Commit to your brand voice
Much like your brand colors, logo, and overall theme, your brand voice is a critical aspect of creating a cohesive experience for your customers. Try to stay consistent in tone across the board. However, know that there are nuances in how your voice can sound and adjust it as necessary to fit the appropriate platform. From emails and text messages to social media captions and product pages, adopting a strong and unique brand voice will set you apart from your competitors.
4. Create informative landing pages
It may not seem that exciting, but landing pages can actually be a hub of creativity and information. Think about sharing your company story or customer tips in ways that are out of the box—not every webpage has to be full of long-form copy. Even adding compelling images or custom graphics to a page can make the experience better for your shoppers.
5. Offer a quiz to help customers choose products
One final way to really give your website a bang is by adding a quiz that helps customers choose which products are right for them. Not only does this add an interactive element to your website, but it can also help you convert sales, especially among customers who are indecisive and need a little push or extra info before committing to a purchase. Make sure you make the quiz available in a multitude of places on your site, including the homepage and individual product pages.
Whether you’re aiming for a full rebrand in 2023 or just want to make your customer experience more special for subscribers, adding a little extra something to your site is made easier with these five ideas. Capture and convert more customers with a strong brand presence, interactive elements, and informative videos. And remember, the user experience should be simple and straightforward for shoppers.