Click, click, success
How a high-quality online experience ignites engagement.
by Trisha Pearson
Before a potential customer ever steps through your door, they’ve looked you up online.
Customers expect more than just good products and services—they expect to find the answers to all their questions right at the tip of their fingers—no face-to-face contact required. For many rental centers, meeting these digital-first customers where they are means improving overall online presence. From designing a user-friendly website to engaging in social spaces and localized search, creating a smooth online customer journey is key to standing out in a competitive market.
Building a successful e-commerce business from the ground up isn’t easy. The team at Ignite Attachments learned firsthand how a strategic digital approach can drive growth. Here are our suggestions on how you can apply those principles to your rental center.
Your online presence is your first opportunity to connect with customers. Don’t let it be the last.
Meeting customers where they are
It’s Friday afternoon. You forgot that special someone’s birthday. You need to find a restaurant and fast. Do you pick up your phone or do you open an internet browser?
With increased access to mobile devices and better wireless connectivity across the globe, customers are more likely to be searching for goods and services on a mobile device. For business owners, this means a high-quality online experience starts with thinking mobile first, desktop second.
A mobile-friendly site is going to look a bit different than a traditional one. Some key considerations are:
- Loading speeds of 2 seconds or less
- Touch-friendly elements like buttons, menus, etc.
- Precise, to-the-point content with a prominent call to action
In addition to the technical aspects, there’s an element of anticipating user needs when it comes to creating a high-quality online experience. A customer looking to rent a piece of equipment is coming to your site at a different point in their journey than a customer researching the best way to install a DIY fishpond. Including engaging, educational content such as blogs or how-to videos is a great way to connect with customers higher up in the funnel. Think of the questions customers are asking of their smart phones and start trying to provide the answers in clear, concise content.
To this end, the ignite Attachments team has been creating content for our product support page that has manuals, schematics and helpful how-to videos on setup and maintenance applications.
Our real-time inventory tracking is a response to another frequently asked question. Backorders are a common pain point in the manufacturing industry. To help alleviate this frustration, we digitally track inventory so only in-stock items can be added to cart. If there is no available inventory, the “add to cart” button automatically switches to “notify me.” Customers can shop with confidence knowing their attachment is in stock and will be delivered promptly.
Today’s digital capabilities are extensive, so consider what would make your customer’s life simpler. A booking tool that makes it easy to browse equipment, check availability and make reservations online? User accounts so they can easily manage order histories and track ongoing rentals? Take a customer-first approach to your digital space and success is sure to follow.
User experience
A business's website is the foundation of its online presence. To ensure a smooth user experience, it’s important to balance technical specifications with creative content.
We’ve mentioned load speed briefly, but let’s take a moment to dig in a little deeper. To optimize loading speed, look at:
- Compressing and/or using appropriate file formats
- Reducing the number of elements on your page
- Implementing browser and server-side caching
Relevancy is almost as important as loading speed when it comes to a seamless user experience. Customers want to achieve their task as easily as possible. Prioritize easy navigation, clear categories or pages, and a simple, intuitive menu that helps customers find what they are looking for.
- Content should be clear, concise and purposeful. Make it easy to skim with:
- Smart application of headings, bullet points, and white space
- Strategic use of high-quality images
- Prominent calls to action
- Consistent look and tone across the entire page
Finally, a note on accessibility. Make sure your site is set up to work for anyone online. Include alt text on images, Accessible Rich Internet Applications (ARIA) tags and keyboard navigation. While a visually impaired user might not be interested in renting a skid steer, if they are able to navigate your selection tips and tricks video on the subject, you’ve opened the door for a recommendation down the line.
The wider web
Once you’ve established a strong website, it’s time to look for further opportunities to spread brand awareness and attract new customers.
Perhaps the best place to start is claiming your Google My Business (GMB) profile. Google is the world's largest search engine, and claiming this profile helps your business appear in local search results. It also provides a snapshot of important business information like address, hours and contact information. Most importantly, it allows your business to start receiving Google reviews, which are often an important consideration for new customers.
In addition to GMB, strategically examine your social media spaces for opportunities. YouTube is the second largest search engine in the world, so make sure any video content on your website is uploaded and optimized for search on this platform. Build on current social media efforts and look into new platforms that might resonate better with your audience.
Creating a top-notch online experience can be challenging, but, as we move to an increasingly digital-first environment, a fast, user-friendly website can mean the difference between success and failure.
About the author
Trisha Pearson is the business director for Ignite Attachments.
About Ignite Attachments
Ignite Attachments, headquartered in Moorhead, Minnesota, offers accessibly priced attachments and 3 point implements for compact equipment for agriculture, landscape, rental and construction in a digital, direct-to-consumer storefront and brick-and-mortar resellers. With the promise to deliver attachments and implements compatible with most compact equipment makes and models at the right price, at blazing-fast delivery speeds, Ignite is committed to helping its customers get more done for less.
For more information, visit www.igniteattachments.com.
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