Building a great website customer experience is complex. It's about far more than simply providing an avenue for your audience to buy a product or sign up for a service. Instead, today's online consumer is savvy, and knows what they want. As a result, a bad customar experience on your website can make or break your business.
You likely know about the basics of user experience (UX). The best websites engage their audiences on a natural level, seeking to meet and exceed expectations to make the time spent on the page not just worthwhile but also engaging.
That's especially true in the healthcare industry, where UX naturally translates to a better patient experience over time. Done right, great UX doesn't just optimize your customers' time spent on the website, but bleeds into their future interactions with your company. The result is more revenue, less customer turnover, and greater business growth.
Of course, you have to know how to get there. These 7 factors make for a good customer experience on your healthcare website.
1. Personalization and Content
It's no longer enough to simply place generic content and hope for the best. Instead, modern websites are making landing pages highly relevant to the typical user experience. That's by necessity. As studies show:
- 74% of customers get frustrated when the content they see has nothing to do with their interests.
- Marketers who personalise their web content see, on average, a 19% uptick in sales.
- One-third of marketers believe personalization to be the single most important marketing factor of the future.
Personalization can also go beyond your landing pages. Ideally, your website should integrate specific functionalities that are relevant to individual segments within your target audience.
In healthcare, that might mean a patient portal showing specific articles or health tips based on a visitor's demographic information. You can only achieve that, of course, if you build a variety of content that fits all nuances within your target audience, all matching a larger brand story that brings the whole thing together (more on that below)
2. Data-Based Interactions
Large healthcare businesses know about the benefits of data throughout their operations. It's no surprise, then, that the same benefits apply to your online customer experience, as well.
The key to success here is artificial intelligence, which allows you to create a set of self-optimizing decision chains to speak directly to your customers based on their data. For instance, you can combine purchase history with behavioral analytics straight from your website to make predictions on the types of content and actions an individual member of your target audience wants to see.
It's not just about AI, either. Every website gathers data, and you can leverage that data for more personalised content. To stay on the topic of children's health, a parent's past searches on your website can inform the type of content they see the next time they visit. Match it up with timelines, and you can use your web content to provide follow-up health information, check in on how well the child is doing, and more.
The result is as good as a seasoned salesman, or in some cases, even better. Your website will be able to respond to your customers' individual needs at the specific point they have it, with no or minimal human interaction.
3. Mobile Functionality
Mobile devices now account for nearly two out of every three minutes spent online. If most online traffic to your website now comes from smartphones and tablets, you have to optimize your UX specifically for these mobile devices.
Above all, mobile functionality means responsive design that adjusts content, navigation, and layout dynamically based on the size of the screen. It also means moving away from long blocks of text and towards short chunks, broken up with bullets, lists, or visuals.
Ideally, your website needs to go beyond that. Mobile devices have less firepower than desktops, so your code and visuals all need to be optimized and streamlined for fast load times. Otherwise, you risk losing customers simply because they were staring at a blank screen for a second too long.
4. Authentic, Relevant Reviews
When they visit your website, your customers don't just want to hear from you. Their peers' voices tend to be just as important. In fact, 84% of online users trust reviews from strangers online as much as they would a personal recommendation from a friend. If you can have your own customers back up your brand and product's value proposition, your message becomes much more powerful.
Done right, these reviews can have powerful value in both building credibility and increasing online experience. But that only works if they're authentic, which you can accomplish through real reviews that get in-depth about using your product and can be linked back to a case study or other means of verification.
Naturally, the relevance of your reviews depends on both your target audience and the product or category in question. For example, mothers are highly engaged consumers in any matters related to the health of their children. Just as importantly, they tend to trust each other when it comes to medical advice in this matter. To this audience, authentic reviews are perceived as highly valuable and relevant.
5. A Trustworthy Brand Presence
To be convinced that your company is the right choice, your audience needs to trust you. Social proof like the reviews mentioned above is one step towards that goal. Another is building up your brand voice.
Your audience will build up trust with your brand depending on their website user experience. Consistency is key. Your brand voice can only be successful if you don't stray from it or introduce cognitive dissonance in any way. Building trust happens over time, and can only happen if you consistently provide value in an authentic, human way.
Consider the context of kid's health. Anyone wanting to learn about potential allergy or flu symptoms for their child will only go to resources they trust. At the moment they look up information, they don't have time to decide whether or not to trust you. They will need to do so immediately.
You can build that trust through content infused with research and expert opinions, all delivered in a straightforward way and a reassuring voice. Instead of simply selling your product or service, build content designed to provide value and reinforce that value through third-party opinions. That builds relevance, which engenders trust over time.
6. Streamlined, Straightforward Navigation
Chances are your audience wants to visit more than one page on your website. If they do, how easily will they be able to find what they're looking for?
Navigation has long been a core element in the process of UX design. In fact, once they reach your site after being referred through another website, 50% of visitors will look at the navigation to orient themselves. The right navigation is simple, straightforward, and doesn't confuse your audience with countless options.
At the same time, don't only rely on the navigation for success. Instead, place strategic calls to action on relevant pages that lead deeper into your content on other pages. A search function can also be invaluable to help your audience find what they're looking for quickly and efficiently.
7. A Connection to the Larger Customer Journey
Finally, never regard your web customer experience in isolation. Instead, you have to make sure that you integrate it as part of the overall customer journey. You will likely have plenty of other touchpoints with your audience, from sales calls to follow-up emails. How your website performs in that context, and how it connects to each of them, is a crucial question you have to answer.
Some customer journey mapping can help you find a path. You should also make sure that your brand voice is consistent not just within your website, but all your marketing channels. It's the best way to make sure that the website becomes a natural part of the process, not an isolated tool existing separately from your outreach efforts.
How Can You Build a Better UX on Your Healthcare Website?
Make no mistake: website user experience is a complex but immensely rewarding process. You can spend significant time and effort just on this part of the user journey. At the same time, you can see tangible improvements that result from your work almost in real-time. Your leads and conversions will go up, as will performance of all marketing efforts connecting to your website.
Of course, that can only be true if you find a partner that can work with you to optimize your website experience. Contact us to learn more about our services, and how we can help you maximize the opportunities that await when customers are at the center of your website build and strategy.