Online experience faltering for many customers

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Feb 15, 2013 12:20:00 PM

Online experience faltering for many customers

Online marketing for small businesses has rapidly become one of the most crucial components of an overall advertising strategy, as more consumers from a variety of demographics continue to use computers and mobile devices to shop. Small business owners should consider using tools and following best practices to ensure that online marketing investments have high returns.

A new study by Econsultancy and WhatUsersDo revealed that many brands are offering customers poor experiences through online platforms, and that these companies might be making these mistakes knowingly. According to the report, 60 percent of brand owners cited knowingly offering either average or below-average experiences in web-based platforms.

"The digital landscape is changing faster than it ever has and is becoming more complex," Lee Duddell, Head of User Experience at WhatUsersDo, explained in the report. "Companies are grappling with not only how they can improve user experience, but how they find the budget, get board buy-in, embed it into their processes and prove the ROI."

The survey also revealed that most companies rely on customer feedback to strengthen online experiences.

Small business owners should take this as a warning to always assess web-based marketing strategies and ensure that these investments improve customer experiences.

Topics: Online Marketing for Small Businesses