How to create a better customer experience that increases conversions

As the global market shrinks and communication channels continue to evolve, competition intensifies.

Businesses cannot focus on reaching their target audience and stop there. They also have to convince them, a process that begins and ends with a good customer experience (CX).

Here are some tips to ensure your business approaches customer experience in an effective way that helps you maximize your ability to turn qualified leads into conversions.

1. Make a thoughtful first impression

The keyword here is "reflective".

How do you introduce your brand to new customers? What is it about your first impression that speaks to them right off the bat?

Psychology Today attributes the importance of making a positive impression to the halo effect. It's the concept that if someone sees positive qualities in something, they will continue to see similar qualities in the rest of that person, place, thing... or business. p>

Be sure to invest in making a first impression focused on positive and unique qualities, activities, products and services where your business excels.

2. Configure CX for longevity

A fleeting experience is useful for setting initial expectations. If this is only followed by negative emotions, things will eventually go wrong.

Instead, look for ways to invest in long-term customer experience that can reinforce those positive vibes. Unlike the splashier focus of a first interaction, extended customer experience efforts are often subtle.

If customer experience is neglected over time, you risk missing out on opportunities for customer growth. IdP platform Okta reports that 37% of customers who are asked to create an account during a transaction leave the checkout process. Things like passwordless sites and social login capabilities communicate convenience and streamline an experience.

If your site deals with sensitive information, you can also implement something like multi-factor or even biometric authentication. This discreetly sends the message that you care about the collective safety of your customers.

3. Follow up consistently

The customer experience is a journey that begins at first contact and continues to the point of purchase.

Once you've converted a lead, don't drop the ball and move on to the next lead. Ensure quality follow-up and support.

HubSpot takes a succinct look at this concept. The CRM platform emphasizes that customer service is critical to business success because it derives more value from your existing customers.

Good customer service increases brand loyalty. Repeat business is also statistically less expensive than acquiring new customers.

Old customers can be just as important as new ones. Often they are even more valuable. Treat them that way, and you may find that you increase your conversions from them in the future.

Customer experience is an important part of modern business. Good CX allows a business to demonstrate its commitment to solving a consumer or B2B customer's issues on first contact. It also communicates that you cont...