Increasing user interactions with our company, as well as achieving higher conversions, is essential for the business to continue growing. And this is something that can only be achieved by improving the usability of our website.
When a potential customer does not find relevant information and gets lost on your website, they abandon it. If they cannot easily find the product or service they are looking for, they visit a competitor’s website. If they cannot perform an action (fill in a form, complete the purchase process…) because they have doubts that they cannot solve, they do not finish it.
To avoid this, we must ensure that our website has all the necessary elements to reduce the abandonment rate and improve their engagement with our brand, thus achieving better results. Tools such as web chat, cobrowsing solutions or web buttons are very useful to get users to navigate through our website in an easy, comfortable and safe way.
In this article we show you the 5 tools that will help you improve the usability of your website. Let’s get started!
But what exactly is usability web?
We have just started this article and we have already mentioned the term “usability of a website” several times. You may already be familiar with it, but in case you are not, here is an overview of what it means.
This concept refers to the ease with which a web user can access and navigate through a website. Thus, the more comfortable and simple it is for customers to find information, resolve their doubts or complete processes, the better the usability web and, therefore, the better the user experience is.
To ensure that visitors find what they are looking for with the least possible effort and in the shortest possible time, it is important to consider two factors:
- To be always available and accompany them at all times to ensure that potential customers do not feel lost on our website, making it very clear and visible to them the means by which they can contact us.
- Adapt all the elements of our website to any device, whether it is a computer, a tablet or a mobile phone. In fact, this is a key factor to take into account when choosing the tools to implement on our website.
5 tools to improve the usability of your website
We are sure that after what we have told you, you are already an expert in usability web. But you’re probably still wondering what are the tools that prepare it for the convenience of users. Don’t worry. Here are the 5 that we consider essential:
Earlier we mentioned that one of the aspects that favor navigation through a website is to be available to prevent users from abandoning a process because they do not know how to complete it.
In this sense, in addition to making visible the means by which they can contact us, using a cobrowsing solution can be very interesting to improve the usability of our website.
This tool allows that, when the user clicks on a button inserted in your website, a session begins and they can share their screen online so that an agent can guide them in real time via voice, video or chat. And all this, without either of you leaving the browser or the website, offering greater convenience than other traditional methods such as screen sharing.
In this way, you can accompany your customers from anywhere and assist them in actions such as filling in forms, sharing, editing and signing documents or paying for the product or service, ensuring that they complete the purchase process satisfactorily.
Finally, one of the main features of cobrowsing is its security. On the one hand, no data in the session is stored, as only the browser tab in which the user is logged in is shared. Users can therefore trust that their data is protected at all times. On the other hand, when confidential data is entered in a certain field, the content is hidden from other participants.
As we said at the beginning, one of the reasons why users abandon a website is because they cannot find answers to their questions quickly and easily.
In these cases, most companies make means such as contact forms or email available to users, but from a customer experience point of view, this is not a good option. The reason is that sometimes the answer takes too long to arrive or does not arrive at all, which discourages users from trusting the company.
To avoid this, another tool that improves UX and usability is the web chat. Through it, customers can have a real-time conversation with an agent from the website, having the possibility to share images, documents, audio files…
In addition, one of the greatest advantages of this tool is that it allows integration with your communications solution so that all chat, voice and video channels are connected to each other. Thus, if necessary, the agent can switch from chat to call directly from the conversation itself to solve the customer’s request quicker and without the need for the user to give their phone number.
The only thing to keep in mind is that this channel is primarily optimized for desktop use. So does this mean that you can’t use a web chat button on the mobile version of your website? Of course not, but in that case, we recommend that you use this tool together with the next one.
For those users who access your website from their mobile, a WhatsApp button is a good option. If we offer users this channel in the desktop version, they will have to perform some actions before starting the conversation, as they will have to access WhatsApp web, scan the QR code and log in.
However, it is true that the use of this channel for customer service provides many benefits, since, in addition to instant communication, it allows additional actions to those of web chat, such as sending our location in real time.
Improving the usability of your website also means adapting to users and offering them the right channel depending on the device they use to access your page. In this way, we will avoid errors and possible frustrations from them, favoring a fluid and uncomplicated contact.
If you want to know more about this topic, you will find all the information in this article.
Click to Video
Today, most companies sell their products via the Internet. However, while this has great advantages, it also has a major disadvantage: customers cannot see the attributes of the product they are about to buy and therefore do not know exactly whether it meets their needs.
In this sense, a Click to Video button is another tool that will improve the usability of your website. By clicking on it, the user will launch a video call from their mobile or tablet computer and the agent will receive it on their extension, regardless of where they are. Thus, the agent can get up to show a product if he is, for example, in one of the company’s shops, and simulate a face-to-face sale.
Click to Call
Finally, many people prefer to leave chat and video channels behind in favor of traditional voice calls. Thus, it is important that our website has a contact number that customers can call to solve their queries.
However, as with WhatsApp, if the user is browsing from a computer, they would have to pick up their mobile phone, dial the number and, of course, bear the cost of a call. While this is not complicated or time-consuming, it may not be convenient for some, especially if they do not have their mobile phone nearby. That’s why a Click to Call is the element you need on your website. With it, users will be able to talk to you over the Internet, as if it were a telephone voice call, but at no cost and from any device.
In Fonvirtual we want to help you to improve the usability of your website. Therefore, we offer you the possibility of connecting them all together through our virtual PBX solution. In it, you will be able to integrate one, several or all the tools that we have presented in this article and manage them from the same platform. You will be able to attend to your customers quickly and solve their queries while they browse your website. All this in real time and through voice, video or chat. Contact us to find out more!