Seven innovative features for improving the customer experience on your website.

Having a website isn’t just about putting your business online, it’s about creating an amazing user experience that keeps customers coming back. There are plenty of small businesses focuses on the basics like SEO and mobile optimization... however, there are plenty of features you can build into your website that will set it apart from your competitors. Here are seven ideas for website features that can transform the way your customers interact with your website.

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1. Interactive Service/Product Finder

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Depending on how complex your products or services are, having an interactive quiz or filtering system can help guide customers to the right products or services based on their preferences or needs. Not only does it help customers make a choice quicker, it can also make it more fun and engaging for your customers to interact with your brand. There are plenty of ways you can inject some personality that is also helpful for driving customers towards a purchase.

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Benefits at a glance:

• Increases user engagement by offering a more interactive and personalized experience.
• Reduces bounce rates by delivering tailored recommendations that keep customers on the site longer.
• Enhances the likelihood of conversion by guiding customers to the exact products or services that match their needs.
• Improves overall customer satisfaction, making customers more likely to return or recommend the website to their friends and family.

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Example of how this could work: A salon website offering a quiz where users answer a few questions about their hair type, goals (e.g., improving hydration, help with repair, or more volume), and styling preferences. Based on their input, the website recommends specific treatments, such as a deep conditioning session, a smoothing treatment, or a blowout, with links to book appointments directly.

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2. Personalized Experiences

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Personalized content allows your website to adapt to the individual user. An easy way to think about this is displaying messages such as location-based offers, previously viewed items, or even personalizing how you greet your customers when they land on your page. This also can come to life by observing what your customers are looking at, clicking on, and delivering content that continues to adapt the more your customer navigates your website.

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Benefits at a glance:

• Creates a connection with the customer by providing content that resonates with their individual preferences and needs.
• Encourages repeat visits by fostering a sense of familiarity and relevance each time they return.
• Boosts higher conversion rates by presenting offers or recommendations that align closely with the customer's intent.
• Increases customer satisfaction and loyalty by making the browsing experience more engaging and efficient.

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Example of how this could work: A homepage that dynamically displays special discounts based on the user’s current location, such as a "10% off for local customers" banner if they are within the business’s service area. Additionally, you could highlight recently viewed products with exclusive time-sensitive offers, encouraging your customers to make a purchase before the deal expires. For any customers that are not ready to purchase yet, you can continue diving into more benefits that continue reinforcing what they're interested in and how it'll help them in their life.

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3. Smart Scheduling Integration

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There are numerous ways your customers may want to engage with you. Historically, it's always been calling your business or filling out a contact form... however, integrating a booking system that can show real-time availability and send automated messages can drastically improve the customer experience. Especially if you're a business that is service-based and require appointments, you can save quite a lot of time and energy building a system that'll remove red tape and allow your customers to book your services quicker.

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Benefits at a glance:

• Saves time for both you and your customers by streamlining the booking process and minimizing manual intervention.
• Reduces no-shows with timely reminders, ensuring that your customers stay informed and prepared for their appointments.
• Enhances professionalism by offering a seamless and automated scheduling experience.
• Improves customer satisfaction by allowing users to book appointments at their convenience, even outside of business hours.
• Increases revenue by maximizing appointment slots and reducing gaps in scheduling.

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Example of how this could work: A spa website with an integrated calendar where customers can view available treatment slots in real-time, filter by preferred therapist or service type, and book directly on the website. The system could also allow users to prepay or leave a deposit to secure their appointment, while sending automated email or SMS reminders to reduce no-shows.

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4. Immersive Media Integration

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Sometimes stock photos and videos don't do your product justice. Bringing in interactive videos, 360° product views, or virtual tours can create an engaging and informative experience for your customers. Depending on what you offer, bringing in an immersive experience may help your customers get a better understanding of what all goes into your products. Down the line this translates to building more trust with your customers and improving both product and brand recall.

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Benefits at a glance:

• Enhances customer engagement by providing visually rich and interactive content that captures their attention.
• Builds confidence in your products or services by giving users a closer, more detailed look at what you offer.
• Encourages exploration and deeper interaction with your website, leading to longer session durations with your customers.
• Demonstrates professionalism and modernity, which can positively influence customer perception of your brand.

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Example of how this could work: A bakery’s website featuring a behind-the-scenes video where customers can watch how their bread is kneaded, baked, and prepared for sale. The video could also include short interviews with the bakers, showcasing their passion and expertise, and end with a call-to-action encouraging viewers to visit the shop or order online. To bring the experience up a notch, the website could even include all the ingredients that go into the bread to help improve transparency, build trust, and differentiate the product compared to their competitors.

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5. Advanced Accessibility Features

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Ensuring your website is inclusive is not just ethical but also expands your audience. According to the WebAIM Million 2024 report, an estimated 95.9% of websites fail to meet basic accessibility standards. Tools like adjustable font sizes, color contrast toggles, and screen reader-friendly navigation not only ensure everyone can use your site but also improve your site's compliance with legal standards such as the Americans with Disabilities Act (ADA).

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Benefits at a glance:

• Broadens your customer base by ensuring your site is accessible to individuals with disabilities, a demographic often overlooked online.
• Demonstrates inclusivity and social responsibility, showing that your business values all customers equally.
• Improves compliance with accessibility standards like WCAG and legal regulations such as the ADA, reducing the risk of lawsuits.
• Enhances overall user experience for everyone by implementing features like better contrast and simplified navigation.

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Example of how this could work: A nonprofit’s website with an accessibility menu that customizes the browsing experience for customers with disabilities. Features could include adjustable font sizes for visually impaired users, a screen reader toggle for easy navigation, and an option to enable high-contrast mode for those with color blindness. The website might also offer video content with closed captions and a feedback form that invites suggestions for further accessibility improvements.

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6. Integrated Chat and Support Options

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Many customers are looking for ways to get the help they need in a quicker amount of time. Some of them prefer calling a support line, some of them want to open up a chat, or they may be content with filling out a form. All in all, offering multiple lines of communication through live chat, AI-powered bots, or integrations with platforms like WhatsApp can significantly improve the relationship you have with your customers. It shows that your business is willing to meet customers wherever they prefer to engage with you.

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Benefits at a glance:

• Provides immediate answers to questions, ensuring users feel supported and valued in real-time.
• Builds trust by demonstrating a commitment to customer service and accessibility.
• Reduces customer frustration by resolving issues quickly, minimizing the need for lengthy searches or calls.
• Increases conversion rates by addressing hesitations or questions at the moment of decision-making.
• Enhances customer loyalty through consistent and effective communication.

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Example of how this could work: An e-commerce website with a chatbot that assists customers by answering frequently asked questions, providing personalized product recommendations based on browsing history, and offering real-time order tracking. For instance, the chatbot might even guide a customer looking for a birthday gift by asking about preferences and budget, then suggesting products with links to purchase or save for later.

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7. Micro-Interactions

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Micro-interactions are subtle animations or responses to user actions. Thoughtfully weaving in these interactions can make your website feel alive and more dynamic. Some of these interactions include hover effects, form validation animations, or progress indicators during checkout. In a lot of cases, bringing in micro-interactions can even help keep customers on your website if they feel like something is loading for them... however, micro-interactions should never be a tactic for hiding slow website speeds.

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Benefits at a glance:

• Makes the site feel modern and engaging by adding dynamic elements that delight users and keep them interested.
• Improves usability by providing real-time feedback on user actions, such as confirming successful form submissions or highlighting incomplete fields.
• Enhances the user journey by creating a smoother and more intuitive experience, particularly during key interactions like checkout.
• Encourages repeat visits by giving the website a polished, professional, and interactive feel.

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Example of how this could work: A progress bar that shows steps completed during an online checkout process, providing customers with a clear sense of how far they are in the process and what steps remain. For example, an e-commerce site might display stages like 'Shipping Info,' 'Payment Details,' and 'Review Order' with visual indicators to reassure customers and reduce cart abandonment.

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Next Steps

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Including just a few of these features can set your website apart in comparison to your competitors. However, just because a feature can be built in doesn't mean it's right for your business. We're always available to jump on a call with you to uncover ways we can improve your website and the customer journey for your users. If you're ready to transform your website, contact us today so we can get started with your project.