A Bad First Impression Could Kill Your Bottom Line

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Barry T. Smith

Marcom Manager

In the previous blog post, the ACE Report delved into the importance of making a good first impression and the importance of a solid customer experience. But what’s really at risk? What do you lose if you provide a sub-par (or even terrible) customer experience?

Every email, sales call, website visit, app, event, or webinar could be a customer’s first time interacting with you. Their first impression is step one in their customer experience. A bad first impression can affect your bottom-line right off the bat by driving away customers and can contribute to lost revenue opportunities.

The Consequences of Getting It Wrong

The ACE Report discovered that is a B2B buyer has a poor experience the first time they interact with your brand, two of five respondents (41%) said they would never return to that vendor. And an additional 52% said they would engage infrequently after a poor initial customer experience. That’s 93% of your audience that has already written you off, all due to a bad first contact with your customer experience.

Pain Points

What specifically qualifies as a bad customer experience? Slow access to information and a poor user interface (UI) across websites and mobile apps ranked among the top reasons for a buyer not to return to a vendor. German respondents also had a very low tolerance for inconvenience and slow access to support.

To make a great first impression, you need to start with these three things:

Clear messaging – Let the buyer know what it is you are offering and the value you offer. Remember, they have a problem they need solved and spending time trying to dig through marketing fluff isn’t getting them the information they need to make a decision.

Quick load times – Information needs to be seen to be useful, and if it takes too long to load it can quickly lead a buyer to look elsewhere for answers to their questions.

Intuitive user interface – Don’t make the buyer expend brainpower on learning your “cool” and “edgy” user interface. Let them navigate quickly and easily to access the information that pertains to them.

Essentially, if you can provide a new visitor with a concise description of what you are offering and a defined path to get more information, targeted to the user’s needs, you can facilitate a smooth customer experience. And the importance of being able to access that information with a fast loading website or intuitive app can’t be underestimated. As long as you can provide a customer experience, from beginning to end (and especially at the beginning) that delights the customer, you will engender trust and make a user more likely to return.

Download the ACE Report today to get more insight into B2B buyers and sellers in the digital age.

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