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The Performance Blog

Improve Your Organization's Performance

Customer Experience Optimization [A Vital Component for your Small Business]

Posted by Geoff Skadra on Mon, May 22, 2017 @ 11:45 AM

As every small business knows, it is a constant challenge to stay ahead of competitors. Simply having an online web presence is not enough to succeed in the digital business world. Fortunately, along with the essential website that every business should have, comes a plethora of analytical data that can be used to personalize customer experiences. By optimizing customer experiences, businesses can continue to garner customer loyalty and attract new customers. 

What is customer experience optimization?

To thoroughly understand exactly what customer experience optimization is, it helps to define it. Gartner, a leading technology research firm, defines customer experience optimization as, "The practice of designing and reacting to customer interactions to meet, or exceed, customer expectations and, thus, increase customer satisfaction, loyalty, and advocacy.”

Why Is It Important?

Many times, in fact, eighty-one percent of the time, shoppers conduct online research before they make a purchase.

Providing excellent customer service is not just about keeping your current customers loyal, but also, major search engines, like Google, are constantly evaluating online data to measure the trustworthiness of your site. The more often that search engines receive positive feedback from customers about your business, the more likely those same search engines will give you a higher SEO ranking, (which puts you higher up in search engine results), which will result in increasing your client base.

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How Is It Accomplished?

Just as major search engines gather information about various websites, businesses can gather analytical information about their customers and the interactions customers make with your website. By analyzing this rich source of information, companies can create a 3-step process for optimization:

  1. Discover what matters uniquely to your customer base.
  2. Create a plan for website improvements.
  3. Optimize your website.

Optimizing your online presence to exceed your customer’s expectations and improve customer experience will most likely result in their returning to your site again and again. Search engines take notice and give your organization higher SEO rankings, leading to more traffic to your site. Ultimately, the cycle repeats until you reach the top of search engine results.


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 Want to know more about providing your customers with an exceptional online experience? Contact us.