subject: What Do Customers Expect From A Membership Website? [print this page] What Do Customers Expect From A Membership Website?
Membership websites are created catering to a unique need or product for a targeted or niche group. The customers however expect certain facilities in your membership website. If these are present then it influences the customer in his purchase decision of your product or service.
Shipping and Pricing Information
In your membership website you must clearly mention the shipping or final pricing as many online shoppers have discarded the cart at the last moment due to additional charges. Warranty and servicing prices should also be mentioned on the product page.
However, the flip side is that by showing these details it is likely that the customer will abandon the product or service at the home page itself if the additional charges are too high.
Credibility Factor
Customers expect credibility from the site. Hence one can improve one's trustworthy look by given a professional look. Store ratings, mailing address, and security badges add a credible touch to your website image.
See that there are no expired SSL certificates or warning messages that appear on your website as these may scare your customer off. Privacy policy must be mentioned though many customers do not go through them.
Product Details on Home Page of Membership Website
The products should be clearly mentioned in the home page itself such as new arrivals, best sellers and so on in a static manner or a banner or rotating flash presentation. This will make the customer more interested in going further into the site by clicking.
Bounce rates, average orders, and conversion rates improve with home pages showing mini menus that are categorized. The home page must also be aesthetically appealing.
Search Function in the Membership Website
Customers expect a search function to look for their specific needs. Hence the product catalog has to be really long. The suggest feature that Google uses while the customer types is very comfortable for the customer. 'Zero results found' should be reduced and relevance of search words should be increased.
Search results can also include category, star ratings, price, color, and size which the customer can choose according to his needs in order to filter and navigate quickly. Add-to-cart and add-to-wish list buttons should also be provided.
Customer Reviews in the Membership Website
Ratings and reviews are touted as a major customer expectation factor. Search engine ranking improves by review content as the keyword phrases appear on your pages. Customers also expect testimonials.
Customer Support or Service via Chat
Many customers expect a live chat provision for asking questions. It can be proactive or can be initiated by the customer. Social sharing buttons such as Twitter, Facebook appearing on the home page with 'share with your friends' tag is expected by some customers but the site speed should not affect customer satisfaction, loyalty and conversion depends on the speed of the membership website
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