What Consumers Want From Your Business Site: A Guide

Consumer preferences are constantly evolving. To stay preferential to your customers and ahead of your competition, it’s important to evolve your brand in step with the changing market—beginning with your online presence. Today’s consumers are spending more time online than ever before, and you want to be sure you’re putting your best foot forward when they’re searching, reviewing, and shopping on your site. To help you through this journey to success, we’ve compiled a guide to what modern consumers want from your website.

Of nearly 1,000 polled consumers, 92% said they would stop purchasing from a company after three or fewer poor customer service experiences. Whether a site is commerce-based or informational, there are certain standard level sites should maintain to appease their users.  When building and maintaining your business site, it’s important to put yourself in the shoes of your customers. You can develop a thorough understanding of what website visitors are looking for by conducting a review of each site feature and walking through your website at each step of the process.

Here are some important aspects you must review considering your consumer preferences

Easy navigation

Website navigation considering consumer preference

Research shows, 55% of website visitors spend less than 15 seconds on a website. According to branding statistics, in order to hold a user's attention, a site must demonstrate its value within 10 seconds. To keep your customers interested and satisfied with your site, simple navigation and clear descriptions are essential. To test this concept on a site yourself, keep in mind this rule of three. Upon arriving on a website, visitors should be able to quickly identify three things:

1. Who you are.
2. What product or service you’re selling.
3. How to get in touch with you.

Answering these three questions conveniently and efficiently keeps customers from feeling frustrated and presents your entire service in a brighter light. Ultimately you want to make sure site navigation and processes are streamlined and effortless. This improves the likelihood of customers staying on your site and therefore makes it more likely to complete a buyer's journey with you. Mark Hurd summed it up best in his keynote at this year's ModernCX event. Stating, “It has to be one process…the customer has to see it as ‘I clicked on this, and I got a call, and the person who called me knew exactly what I clicked on and had an educated conversation with me.


Treating customers like a number is not acceptable. To establish and maintain a steady customer base, businesses must take the time to personalize their customers’ experiences, even online. There are several ways to achieve this and provide your site users with the individualized service they desire. Jenna Olsen, content marketing specialist at IsAccurate, a translation services reviews site, states: "Personalization is a key as it makes your customers feel valued and noticed."

Site account systems

Personal account registration for site users is an easy way to engage customers and give them a sense of belonging on your site. Site accounts provide customers an opportunity to manage their relevant personal information, update preferences, and track their interactions with your business.

Loyalty programs

Recently increasing in popularity, customer loyalty programs provide excellent benefits to both businesses and their customers. Online loyalty programs offer an incentive for repeat customers to check in on their accounts and make the most of their experience with loyalty rewards. To ensure optimal use is made of your loyalty program, it’s important to design your site in favor of loyalty users. Make accounts easily accessible and make sure rewards are well presented.

Omnichannel consistency

Today’s tech-age means people are going to be visiting your site from a range of devices and platforms. Regardless of channel, each site visitor is going to expect the same level of service and user experience as their peers on another device. For this reason, providing consistent omnichannel experiences is essential for happy online customers.

UX and UI consistency on all devices

UI and UX consistency on all devices considering consumer preference

Omnichannel experiences mean enabling customers to jump from desktop to mobile device to tablet, all with the same site features, design layout, and efficiency. Seamless UX design transitions like these allow for more aligned messaging and integrated experiences that will be well received by customers on the go. Knowing they can count on your business to deliver reliable information and contact channels regardless of the device used can help keep customers coming back.

Your product is what will keep your customers, but your service and convenience are what will draw them in. As internet-based research and shopping continue to rise, it is in your best interest to make sure your businesses website is ready for action. By understanding your consumer preferences and following these recommendations you should be well on your way to a customer approved site!

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