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All businesses, no matter how big or small, have one thing in common: customer complaints. Complaints are made face-to-face at your business location to staff members or managers. Complaints are made over the phone and can escalate through on-hold waiting times. Complaints are made through outside communication without your knowledge. Customer complaints happen every single day to every type of business, and they will continue to occur. With the growth of the internet and social media, customers have more opportunities to share their opinions (positive or negative) than ever before. Taking steps to avoid common customer complaints through digital marketing web design strategies can ease your mind and help to prevent the grumbling of customer dissatisfaction.
A common target of online customer complaints is a business’ website. This negative customer sentiment can spread, and potentially cause damage to your online reputation and your brand. When examining websites in general, we found that there are a few specific complaints that can happen to any business. Let’s break down the top three most common complaints about business websites, so that you can avoid them and the damage they can cause.
The Top Three Complaints About Business Websites:
1. Slow, Unresponsive, and Visually Unattractive
2. Missing, Outdated, and Hard to Find Information
3. Not Mobile-Friendly, Not Mobile-Friendly, and Not Mobile-Friendly
“This website is so slow! This website is not responding! This website looks so old!”
Let’s begin with the most basic complaint that customers have when searching online for a business website. Put yourself in front of your desktop (or smartphone screen) and think like they do. The website loads, well almost loads. One minute passes—two minutes pass—three minutes pass, just kidding, they’ve already started looking for another site to find the new tires they need. The attention spans of online consumers are growing shorter and shorter as we become more advanced with technology and the internet. If your website is making them wait, simply put, they won’t.
New scenario- Your website loads quickly and this customer takes his/her first glance at your homepage. Does your homepage look like something from the days of dialup internet, or is it polished, current, and most importantly—mobile friendly? You don’t want your website to look dated like a fossil of the online world. If this is a complaint your business has ever received, an immediate website redesign is needed.
The more visually appealing your website is, the more likely it is that a consumer will trust your business at first glance. Your website should look welcoming, not cluttered, and should be branded to your business. Anyone who visits your site should know who you are, what you do as a business, where to find you, and where to get more information on what they are looking for. Using digital marketing web design to meet the standards of today’s online consumers is critical, and will help to increase the time spent on your site, leading to increased interaction with your business. Trust in a website and a brand is key to triggering a purchase or quote request. Building this trust starts with your the first impression, your website.
“I can’t find the information I need! There isn’t even a search tool! These sales are from over a year ago!”
This takes us directly to our next common complaint, “This website lacks information” or “I have no idea where to find what I am looking for on this website.” Easy navigation on a website is a must. When a user has to analyze an entire website to find a small bit of information (like a contact email address), they grow aggravated and patience runs thin. There should never be an opportunity for a visitor to leave your website without the information they were looking for. If you have seen this complaint about your website or a customer has told you they “couldn’t find what they needed online” it’s time to reevaluate your site content.
Unavailable information is bad, but outdated information is even worse.. When a visitor finds information on your website, they believe it to be true. If you had a special tire sale end three months ago and it’s still on your homepage, you’re at risk for complaints. If a potential customer calls about this now non-existent sale, you just wasted their time and efforts. This can potentially alter the customer-to-business relationship you have established and lead to online complaints about your business’ unreliability. Your website is a network to give your customer base valid, current, and trusted information. Any irrelevant or outdated information can lead to a loss of trust from your site visitors. Your business website should be consistently updated with relevant information. This will keep your digital marketing web design stronger than ever!
“This website won’t load on my phone! I can’t read anything on the screen! Is this even the website I was looking for?”
The biggest complaints that businesses face online today relate to the mobile-friendliness of a website. There are a range of complaints that all lead back to the mobile-responsiveness of your website. “I can’t read anything on this website because it’s too small on my smartphone screen,” or “I can’t even zoom in enough to see this,” are just the tip of the iceberg with this type of website complaint. Mobile-friendliness is crucial for your business’ website success. According to 2015 Google Research, 72% of consumers want mobile-friendly sites and 67% are willing to buy a tire or automotive part, or request a quote on a mobile-friendly site.
Customers and their complaints are everywhere, especially on mobile devices. Almost all vehicle owners have internet access and use the internet daily. Mediative reported that between 2010 and 2014, the amount of Canadian smartphone users doubled. According to Statista, in 2015 there were 190.5 million smartphone users in the United States. The number of American smartphone users is projected to rise to 236.8 million by 2019. As the number of smartphone users continues to drastically increase, the need for mobile-friendly, responsive websites becomes more and more critical.
In 2015, Google stated that 1 in 3 smartphone searches occurred right before a customer visited the business location to make a purchase. Your website, and their impression of it, can make or break the chances of a customer taking their online research into the doors of your shop.
If you know how to address these common complaints and can log on to your website to make the needed web design changes, great! If you are like the majority of business owners and are busy taking care of your business and customer needs, this is okay, too! As a professional in the tire and automotive service industry, running a website and keeping up with online trends may not be in your skill set.
If your website is slow, unresponsive, not mobile-friendly, or difficult to search, you are at risk for any of these common complaints. Remember that online complaints can be made by anyone; this means anyone [and everyone] can view them. Reading online complaints can make people think differently about your business. Monitor your website and its online reputation, ask customers about their online experience with your shop, and never stop striving for the perfect, responsive, and mobile-friendly site!
At Net Driven, we strive to drive your business to success through our solutions, crafted specifically for independent automotive businesses. Eye catching website design and graphics are just the beginning; we dig deeper to drive real results. For more information, check out our packages, see how we optimize your website for search engines, and hear what some of our clients have to say about us. We are the best at what we do, so you can be too.