Most Businesses Hate Their Website, Do You?
How happy are you with overall performance of your company website? If you're like most organizations, you're probably a bit concerned that your site may be lagging in some key areas that could be costing you business.
According to a recent report by London-based marketing research agency Loudhouse, 62% of businesses believe a more effective website would increase their companies' sales. Nearly 50% of these companies think the customer experience could be improved.
It's not surprising to hear that such a large percentage of organizations are questioning the performance of their website due to the inherent difficulty in understanding online customer preferences and behavior. In fact, 85% of companies indicated that understanding why customers struggle when using their website is a major challenge for their organization.
According to these survey results, there are more questions than answers for businesses dealing with the customer experience crisis:
- 90% struggle with online marketing planning and decision-making
- 80% feel it's harder to justify budget for website design
- 76% find it harder to determine what to prioritize on their website
- 76% have difficulty understanding their website performance
For most B2B companies, having a clear understanding of their customer’s digital experience has become the premier question. If your site includes an ecommerce platform, answering that question becomes crucial to your business’ success.
Solving this riddle quickly has become imperative as more buyers are moving directly to digital channels to make purchases. According to a US B2B eCommerce Forecast by Forrester Research, 30% of today’s B2B buyers complete over 50% of their business purchases online, and that number is projected to grow to 56% by 2017.
Not only is there a comprehensive shift to online purchasing, but the popularity of using mobile devices to conduct these purchases has skyrocketed in recent years and is expected to continue to grow exponentially. Fueling this growth have been mobile-friendly websites and mobile search. In 2015, Google reported that mobile searches had surpassed desktop searches and that 75% of users prefer mobile-friendly sites.
That's a staggering preference for mobile optimized experiences that business would be downright negligent to ignore. According to Google:
- 67% of mobile users were more likely to buy from a mobile-friendly site
- 74% of mobile users were also more likely to revisit mobile-friendly sites
For many organizations, the final piece of the website performance puzzle is how well their site relates to outside ERP systems. Making legacy systems work alongside custom integrations and additional new functionality can often create major challenges as integrations become more complex.
ERPs are often required to sync to an array of sources from multiple vendors. The complexity becomes enormous when numerous connections including CRM, product lifecycle management and supply chain systems are added to the mix.
The Internet of Things is sure to up the ante as companies collect sensor data and will need to integrate this information with their traditional ERP data. The ability to access to this processed information via mobile device will help organizations make essential data-driven decisions in real-time.
There’s no magic bullet for addressing the breadth and depth of needs for your company’s website. However, if you feel like you’re behind the curve, you’re not alone.
Want to find out where your website stands as compared to other organizations? Take our quick 3 question Website Satisfaction Assessment to see where you rank.