Why Getting Website Feedback Is More Important Than You Might Think
Businesses following the trend of going digital in the last decades has made it increasingly necessary and important for organisations to invest time and resources into the development of a professional website.
The question remains: why is a website is so incredibly important to companies. After all, they could simply stick to a web presence on social media platforms by maintaining a Facebook or Instagram page.
According to Facebook statistics on Statista, social media platforms had more than 2 billion monthly active users in the last quarter. Statista also reports that Instagram had more than 1 billion monthly active users in the last month alone. These are some pretty impressive numbers. So, why do organisations still struggle with designing and building websites? It turns out, there are, in fact, a number of reasons.
The Benefits of a Professional Business Website
Unlike a social media business page, your website is your main communication channel with your prospective and actual customers, leaving it fully up to you how you use it to communicate. Platforms will specify certain guidelines and rules of conduct, as well as predefined features that allow you to communicate in restricted ways. Your website belongs to you. You carry responsibility, hence, you decide how it is used. Customer communication possibilities are endless, ranging from chats, forums, ticket systems, marketing campaigns, emails, surveys, phone contact, content in the shape of whitepapers and case studies and much more.
In today's digitised world, the majority of online shoppers conduct searches and draw comparisons before purchasing products or booking services. In addition, the higher the investment in a product or service, the more extensive this research phase tends to be. It is, therefore, extremely important that you provide a website that remains greatly optimised for search engines to ensure that your pages will rank high on the search engine results page when someone is looking for your products and services. When it comes to search engine optimisation, you have many more possibilities and exposure when ranked with your own website as opposed to business pages on platforms.
Your own website gives you full control over design, functions and content while lowering your dependence in terms of vulnerabilities and instabilities on other platforms. Full customisation and personalisation with regard to branding and website structure are great ways to emphasize your professionalism and company mission.
Any website functions imaginable are possible with the appropriate code and can be implemented with your own preference and initiative. This gives you great power and flexibility to be creative with your site and, if necessary, redesign whenever you want.
Two of the most crucial factors for winning new customers and retaining existing customers are trust and credibility. To ensure you are conveying a trustworthy and credible image outward, you require a professional, transparent and coherent website, as it is usually the first point of contact a prospective customer makes with your business and brand. You will then become a part of people’s brand awareness. And if you can subsequently impress with a great product or service experience to visitors who become customers, you will have a shot at becoming the top-of-mind awareness brand.
A Website is a Never Done
Once your website has been set up and is live, it is important to be aware that it will never be fully completed. There is always work to do. There are always changes to be implemented regarding the optimisation for search engine indexing, as well as for facilitating usability and improving user experience.
Ways of boosting your search engine rank can be studied and applied by going through endless literature and content on search engine optimisation (SEO). However, making your website easier to navigate and access is a trickier endeavour. To truly understand how your visitors feel about the experience on your website, you will need to ask them first-hand. Our best suggestion? Run a website feedback survey on a frequent basis and get results about your website over time to identify weak points and determine the effectiveness of your implemented changes.
We also have a great template you may use which we will walk you through in this article.
Setting up a Website Feedback Survey
There are several aspects of a website that need to be taken into consideration when considering its impact on visitors and customers, such as comprehensibility, aesthetics and navigation ease.
We have incorporated all these vital aspects into our website feedback survey template to help ensure that you receive the well-rounded feedback necessary to improve your website.
- "How often do you visit our website?": This question aims at getting more data on the frequency of a person's website visits to determine the degree of familiarity with your page. The more frequently someone visits your website, usually the better these people know what it has to offer due to more and oftentimes longer page sessions.
- "How well do you rate the following aspects of our website?": This array question provides respondent feedback on the quality of many website essentials such as design, search function, navigation, content and more. This will give you an idea of which parts or functions are rated poorly and require some attention.
- "How easy was it for you to find what you were looking for on the website?": This question in combination with its follow-up question ("In the end, did you find what you were looking for?") help you learn what visitors think of the website navigation. The easier and more intuitive your website navigation, the easier it is for people to find what they are looking for.
- "How easy was it for you to understand the information on our website?": Content comprehensibility is the central concept measured with this question. If you cannot properly convey your message to website visitors, they will not convert to customers and simply disappear, probably without ever returning.
Scoring high on all these questions will boost your website visitor experience and increase your sales, possibly even induce high-quality word-of-mouth potential. If you are offering a product or service that truly adds value to peoples' lives, it’s that simple - an amazing website experience will lead to substantial and long-lasting business growth.
LimeSurvey offers a Website Feedback Survey Template which includes the aforementioned questions. Since it is a template, it is fully editable and serves as a general survey framework.