A good user experience is the same as good customer service. It’s fundamental to the success of your business. You need to ensure your site is treating your customers well, just as you would expect of any other representative of the company.

In this article, we’ll consider several ways to uncover problems that your site visitors encounter, as well as approaches to fixing these issues.

A brick-and-mortar business is a good analog for a website. No business has unlimited time or resources, so it’s important to triage and prioritize problems that are affecting your reputation, growth, and bottom line. If the front door sticks in a manner that causes potential customers to think you are closed, or a store aisle is blocked by a stack of boxes, you have no business picking out trendy new paint colors for the storeroom walls. You should get after fixing the front door and moving the boxes.

So while it’s great fun to take on big, dramatic changes, take a little time first to handle simple issues that make such a big difference to your customers. Even if you have a major site update planned, taking these steps now will help you discover how your new site can better serve your customers, and therefore your business. And the habits you adopt for continuous improvement will serve you well now, and will flow right into any new design as well.

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