Brands make the common mistake of designing their websites to focus on what they want the customer to know, not on what customers want to accomplish. The result can be unintuitive, hard to navigate and, frankly, irrelevant sites. If your site experiences a high rate of abandonment, this could be why.
To find out if your site is more company-focused than customer-focused, examine site elements like structure, content, imagery, features and the role the site plays in customer journeys. For example, is the site organized around your company’s internal functions or products (company-centric)? Or is the site organized to be consistent with how customers use your product or seek information (customer-centric)? Can customers easily find relevant content with few clicks (customer-centric)? Or is the customer journey through the site circuitous, requiring many clicks to find important content (company-centric)?
Brands must also consider data from customer research, like focus groups and website usability testing, to identify opportunities for improvement. The insights gained from this research lay the groundwork to set priorities for a redesign.