| |
New research from Vignette (NASDAQ: VIGN), the global leader in delivering innovative and dynamic Web experiences, reveals that almost half of consumers (44%) cite interaction through forums, peer recommendations and community ratings and reviews as important in attracting them to return to a site. This is followed closely by personalised services and content, which a third of respondents state is a key attraction of a website.
As more and more consumers turn their backs on traditional face-to-face and telephone contact with businesses and brands, websites have emerged as consumers’ favourite mode of communication. In fact, more than half of respondents (54%) make the most of this communication channel. Therefore, it is important to create an interactive, engaging online experience to retain consumer interest and foster loyalty.
“Adding Web 2.0 features and multi-sensory rich media and video can really bring web content to life,” says Guy Westlake, Senior Product Marketing Manager, EMEA for Vignette. “In today’s commercially challenging times, companies simply cannot afford to get their users’ web experience wrong. It is imperative for organisations to unlock the potential of Web 2.0 and leverage solutions that allow them to seamlessly add rich media, video, interactivity and community elements to their online presence. This will enable them to enrich every customer interaction and create value for the user.”
Another way to enhance the online experience is to deliver personalised content to customers. Businesses can optimise every online customer interaction by offering ideas and recommendations that their customers haven’t yet considered based on what they are searching for and/or what they have viewed and bought previously. Providing consumers with targeted, personalised content can therefore exceed their primary expectations and encourage them to return.
While a site’s social media features and personalisation are very attractive to consumers, organisations should not under-estimate the importance of streamlining website navigation and ensuring that relevant content is available at the click of a finger. Today, online visitors are extremely impatient and 83% abandon their searches after just three clicks[1]. Hence, it is surprising that there are still many websites requiring customers to click an average of six times in order to find the products and services they are looking for. By creating an easily navigable website where customers can access relevant information with the least number of clicks possible, this will improve the user experience and encourage repeat visits.
“Ensuring that the basic building blocks to an engaging website – such as easy navigability – are in place can go a long way to connecting businesses with their audience,” concludes Westlake. “However, this will only be effective if the online experience is enriched with Web 2.0 features plus rich media and video. With three quarters of consumers today familiar with social media, the appetite for an interactive and social media-rich online experience will only continue to grow. For businesses seeking to engender lasting relationships with their customers, a truly rewarding online experience that offers Web 2.0 features is now an absolute necessity.”
Survey information:
Survey results were based on 160 interviews.
About Vignette
Vignette (vignette.com) provides software and services that deliver the Web’s most dynamic user experiences. The Vignette Web Experience brings rich media and engaging content to life for the world’s greatest brands. Vignette is headquartered in Austin, Texas with operations worldwide.
|
