What is Customer Experience and Why it Matters on Websites in 2025
Have you ever visited a website where you weren’t sure where the business was located?
Couldn’t find any info about the owners of the business?
Didn’t know if they did returns/exchanges?
You tried adding to cart but there’s only 1 type of payment gateway at the end, and it’s card, so you have to get up and grab your wallet?
And why isn’t there much else written on this site?
In 2025, we expect to see all these answers and more, and quickly, from scrolling your homepage and finding relevant links to pages in your menus – at the least.
We as customers in the 21st Century are more sceptical of websites because we’ve also experienced a high amount of online scams. We also know what amazing online customer experience feels like with our favourite ecommerce and online ordering at our fingertips.
Great online customer experiences feel easy. Any question we think of is answered along the sales journey: from your social media to your website, to exploring your products, to checking out and not feeling outraged by the unexpected postage cost.
So if your site doesn’t feel easy to use, doesn’t have answers your customers questions and business information, and has design and technical issues – this could be the reason to a low amount of visitors, and a low amount of ecommerce sales.
Here’s 4 quick and essential tips for small business owners to make your site more customer-centric, accessible and user-friendly.
Customer Experience Tip 1: Provide Detailed Product Information
One of the most common issues people face when shopping online is the lack of detailed product information. Whether your products are physical or digital, if your listed products fail to provide specific details such as description of use, sizing, fabric type, expected wear and warranties, origin of materials, how it’s packaged and posted – it can lead to a lack of trust and potential customers abandoning their carts.
Customers that have to reach out by your contact forms or email to ask questions that could’ve been answered on the product descriptions means they know they might be waiting for an answer that may be 2-3 business days away – so the longer you take to answer, the less likely your audience will follow-through on your website. Imagine yourself in their shoes, and avoid this loss of customer connection (and conversion of sale).
Customer Experience Tip 2: Optimise Website Speed (Beginner Level)
We are not patient people when it comes to technology. Waiting 10 seconds for every single page of yours to load because other websites don’t load as slow, and yours becomes the anomaly to click out of.
High-speed internet exists in the palm of our hands, so if your site is lagging because every single one of your images are the original photos from your phone – so they’re MEGABYTES in size – this will be cause to leave your site.
To improve website speed, resize your images to be JPEGs mostly under 100kilobytes, and transparent PNGs to also aim to be this small. If you have massive amounts of unpublished pages or products that aren’t going to be utilised in future on your site – remove them.
Inspect any added apps/widgets/code to see what can be removed or minimised further too. Videos uploaded directly on your site? Consider removing them from your website’s media/content management spot so it’s not hosted (and taking up precious space) on your site, and host them elsewhere, then embed videos back onto pages instead.
By increasing your website loading speed, you also increase some on-page search engine optimisation too.
Customer Experience Tip 3: Ensure Website Accessibility (Beginner Level)
Accessibility is a critical factor in website design, and it isn’t just about being able to click your site open to access it. The term accessibility is about regarding everyone’s ability to be able to get to your site and enage with your written words, visuals and sounds. This is even if they are blind, visually impaired, hard of hearing, and/or deaf.
How do you ensure that disabled individuals can easily navigate and interact with your website?
Some small and easy steps for small business owners to increase website accessibility is to sort your alt text and video access. For all of your images on your site, complete their alternative (alt) text on your images, and add descriptions to videos with transcriptions of videos as well. And don’t forget to have closed captions (CC) ability on any videos too.
Also check the colours used on your website have enough contrast for visual disabilities. You can use Coolor’s colour contrast checker at their site: https://coolors.co/contrast-checker.
These are small steps to improving accessibility on your website. And you also increase some on-page search engine optimisation with accessibility increases too!
Customer Experience Tip 4: Get Feedback from Others
Sometimes, we become too close to our own websites and work, and fail to see potential issues.
Getting a fresh set of eyes to review and click all around your website’s buttons, pages, checkout and contact forms can provide valuable feedback for you and help identify areas for improvement. If your testers get confused at any points, or have further questions that could be answered on page, this is your feedback for improvement.
So ask your honest friends or partners for free and supportive feedback about your site.
You can also book a professional like myself to provide a comprehensive Website Audit for constructive criticism, feedback, up-to-date and practical recommendations for your design, copywriting, core SEO, social media connections and more.
Don’t Be A Red Flag for Customers and their Online Experience in 2025
Your website is an ongoing process that requires continuous evaluation and optimisation for your customers and their online experience in 2025. Consider your site as planning by stages; as you progress through your business journey, so does your website.
By implementing these 4 tips to improve your customer’s experience on your site, you’ll not only enhance your audience’s user experience. You’ll also increase trust with them, and ultimately drive more conversions.
And you’ll also appease more of your core SEO on your own website, working your way towards winning more hearts of both human beings and bots.
Remember, an informative, user-friendly and accessible website is the key to success in today’s digital landscape.
When you’re brand new to business, trying to learn how to build a website yourself that’s all of the above as well as having effective branding and design at the same time can feel overwhelming.
I’m here to help creatives and women in business with your websites, social media, and SEO, and provide a holistic approach to your digital presence through my Creative Web Studio services.
Contact me about your new Website Build or Site Refresh today.