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Website users are growing increasingly sophisticated with mobile technology. Tracking a user’s experience is the one of the top competitive elements for attracting and retaining visitors.

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Website users are growing increasingly sophisticated with mobile technology. In this age of digital transition to a more mobile marketplace, websites need to be able to translate in functionality not just on a home computer, but also in versions that work on a tablet and smartphone.

Those who visit your website expect a seamless experience no matter the mode of receiving information.

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High functionality and flexibility in services based on method of digital delivery also can set you apart from competitors. This competitive element is one reason why so many businesses spend quite a bit of money on research and development for redesigned websites.

Some factors that can have bearing on your site:

  • Versatility: Your site should transition seamlessly between online and mobile utility.
  • Ease of use for both customers and your in-house technology team: This element needs to work to maintain a vibrant site that is easy to update and where your audience always receives a satisfactory online experience.

Metrics for tracking a customer’s experience on a site have expanded though the years, so companies have a lot more data on hand for attracting and retaining visitors.

Among other benchmarks, you can measure:

  • Click-through’s
  • Retention
  • Repeat visits
  • Market reach

Even a basic review of Google Analytics can give a business a wealth of information about its own Web presence, and the data may affect future company decisions and marketing strategies, such as the timing of a specific product campaign.

If a site does not function as advertised, you reduce the potential amount of repeat visitors and jeopardize efforts to build a loyal following. You also run the risk of customers or clients going to social media to complain.

Think about retail-based problems that can gain explosive and immediate attention online in negative feedback loops through social media:

  • Airline flight cancellations and lack of communication from airline
  • Delivery times missed with no feedback from delivery agent
  • Critiques of an individual or business in service industry (restaurants, hotels)

Twitter and Facebook have become high-profile forums for many customers to either give praise or disdain for services received or services that fall short of acceptable.

These messages have the opportunity to go viral or become potential news in mainstream media depending on the level of alleged grievance.

Online review sites also offer another powerful forum that could endanger your business if your website is not up to speed.

With the growth of blogs and more writers appearing on the Internet to write with authority as bloggers, you may see why reputation management has become a growing industry for businesses and individuals online.

As the Internet evolves, user experience remains a critical component in website development and the success or failure of a company’s online presence.

Site technology needs to be responsive, scalable and flexible to meet the changing demands of users.

In today’s marketplace, customers have an ample megaphone through social media to register delight or displeasure about their online experiences with websites.

About the Author:

Sally writes for Dewsign, a full service web development agency. If you’re looking for web designers in Cornwall or London who can create websites for e-commerce, big brands, Universities and more try Dewsign for a refreshing approach to design.