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Self Serve Sites: Cutting Costs & Building Brands

For many companies, the 'self-service website' is now the primary touchpoint of customer contact.

Optimizing the usability of your self-service website will:

  • Reduce customer support costs
  • Enhance customer loyalty
  • Improve lead-generation
  • Increase up-selling / cross-selling

Measuring self-service success

Assessing your website's self-service capabilities is critical. Key success indicators include:

  • Percentage of completed online applications
  • Application conversion rates
  • Self-service success rates
  • Self-service failure rates
  • Penetration rates (percentage of transactions completed online vs offline)

Determining reasons for failure

Where visitors are failing to complete transactions online, it's important to identify the reasons. Often, they'll include:

  • Too many steps to complete the form
  • Confusing form design
  • Lack of trust
  • Poor process flow

A proper usability examination will reveal precisely why visitors aren't completing transactions, and why they're turning to your more expensive offline channels (or worse, to your competition).

Optimize your self-service website and reap the rewards

The online world is becoming more competitive every day. Ensure your continued success by taking advantage of the power of web usability. Optimize your self-service website. before your competition optimizes theirs.

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