Online Marketing: How easy is it to do business with you online?

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When was the last time you tested your website to ensure that every means of contact or conversion is working flawlessly?

This week I was trying to reach out to a company I wanted to do business with. Their website only had one option, a form on their contact page. However, unbeknownst to them, the form tool they were using was just an empty iframe on the page. While I wanted to do business with them, they were getting in the way, so I gave up and found an alternative company to help me. Imagine spending all that investment in building an online presence, optimizing it, and driving traffic only to have your only source of conversion cut off. It happens all too often.

We live in a digital world where businesses pour time and resources into their online presence in order to attract, engage, and convert prospects into loyal customers. Yet, despite sleek hotel email database websites, targeted ads, and curated social media feeds, many businesses unknowingly create unnecessary roadblocks that frustrate prospects and hinder sales. Every business owner and marketer must ask:

How easy is it for someone to do business with me online?

If your website or digital presence is riddled with friction points, you risk driving potential customers away to a competitor who works with them effortlessly. Let’s explore common frustrations and how to eliminate these barriers.

Common frustrations for online customers
Lack of contact information : One of the most significant frustrations is landing on a website that doesn’t provide a clear way to contact a human. Many businesses rely solely on impersonal forms with no email address, phone number, or physical address listed. This lack of transparency leaves potential customers or clients wondering where their inquiry is going and whether they’ll ever hear back.
Lack of self-service options : Modern visitors value convenience. They miss out on a huge opportunity if they can’t make an appointment, schedule a demo, or purchase a product without waiting for manual intervention. Many businesses fail to offer self-service features, such as online scheduling, live inventory, or automated customer support.
No live chat or immediate support : While forms and FAQs can be helpful, they are no substitute for instant answers. Customers often have time-sensitive questions or need help navigating your site. Without live chat or an accessible support channel, they may abandon their journey entirely.
Unclear navigation or overly complicated processes : A poorly designed website can confuse and frustrate users. Customers will quickly leave if your navigation is unclear, your checkout process is difficult, or your calls to action are buried. A smooth and intuitive user experience is non-negotiable.
Limited mobile optimization : With the majority of web traffic now coming from mobile devices, an unresponsive site is a deal breaker. Customers expect a seamless experience on their desktop, tablet, or smartphone. A slow-loading or poorly formatted mobile site sends the message that you’re not prioritizing their needs.
Lack of trust signals : A lack of reviews, testimonials, or security seals can deter customers from buying or engaging. Prospects want reassurance that a business is legitimate and trustworthy, especially when entering payment details or personal information.
Testing your online experience
Take these actionable steps to ensure your website is user-friendly and optimized for conversions. Put yourself in the shoes of your prospects and customers to identify and address potential pain points.

Perform a full website audit : Pretend you’re visiting your site for the first time. Can you quickly find what you’re looking for? Review every touchpoint, from home page navigation to checkout. Look for broken links, slow-loading pages, or unclear messaging.
Test your contact options : Try to reach out as if you were a customer. Are you getting a timely response? Are your emails answered professionally? Make sure you provide multiple ways for customers to reach you, including phone numbers, email addresses, and even live chat functionality.
Assess mobile friendliness : Visit your website on multiple devices. Is it easy to navigate? Do the buttons work properly? Use tools like Google’s Mobile-Friendly Test to ensure your site meets modern standards.
Check for self-service tools : Can customers book appointments, schedule calls, or make purchases without human intervention? If not, explore tools like Calendly for scheduling, Shopify for seamless e-commerce, or a chatbot to answer common questions instantly.
Optimize your customer journey : Simplify your navigation, reduce form fields, and create a logical path for users. A/B test changes to determine what resonates most with your audience.
Show trust signals : Prominently display customer reviews, testimonials, certifications, and security badges. Highlight any guarantees or refund policies to ease customer concerns.
Monitor your analytics : Dive into your website analytics to identify drop-off points. If users are frequently abandoning their carts or bouncing off certain pages, investigate and resolve the underlying issues.
Ask for customer feedback : Ask your customers about their experience on the site. Use surveys or follow-up emails to gather insights about what works and what doesn't.