Most interactions in the eCommerce industry these days revolve around the practices and methods to enhance the customer experience. We bet you have been part of at least one such conversation recently.
“Why is enhancing the overall customer experience so important — aren’t the exemplary products or services enough,” you ask?
To be honest, they never are! Companies with a customer-centric approach are 60% more profitable than those that don’t.
A customer journey consists of multiple touchpoints before and after the purchase. A successful eCommerce brand caters to make all the experiences pleasant for the consumer in an end-to-end manner.
On average, 69.80% of customers abandon their carts. The major pain points include high shipping charges, slow delivery, and hindrances during checkout. A few other significant causes are demonstrated here:
Let us dive into some useful tips that will help you alleviate these setbacks and satisfy your buyers with an enjoyable experience.
1. Maintain an intuitive interface
Table of Contents
- 1 1. Maintain an intuitive interface
- 2 2. Simplify the checkout process
- 3 3. Keep it mobile-friendly
- 4 4. Display the search bar
- 5 5. Optimize your product pages
- 6 6. Create an omnichannel presence
- 7 7. Curate a meticulous content strategy
- 8 8. Ensure proactive post-purchase engagement
- 9 9. Incorporate eCommerce personalization
- 10 10. Feature reviews on the website
- 11 Wrapping up
Your eCommerce website, the foremost representative of your brand, should be the channel that eases your customer’s life. An intuitive interface does that job thoroughly by functioning in a manner that the user expects it to. By the very definition, an intuitive interface is sleek and causes little effort on the customer’s part to navigate through the website.
You can enhance the customer experience in eCommerce exponentially by integrating intuitive UX design and on-page SEO techniques. Conducting regular research and usability testing can help you build an intelligible interface adapted to your target audience’s mental model.
There are three major components of an intuitive UI, namely input, navigational and informative.
1. Navigational components
- Search fields
2. Input components
- Dropdown lists
- Toggle buttons
3. Informative components
2. Simplify the checkout process
No one wants to go through a tedious checkout process — it is as simple as that. Therefore, when talking about elevating the overall customer experience for any eCommerce platform it is necessary to emphasize the importance of a straightforward process that does not irk the customer. Here are a few ways you can streamline the process effortlessly:
Make it succinct
Elaborate forms fields that go on and on are a major pain point for eCommerce customers. You want to give them an easy-breezy checkout experience with minimal steps. Keeping the process quick hit two birds with one stone saves time and effort for customers and reduces the cart abandonment rate for your business. Check out how Apple Inc. incorporates a guest checkout alternative for customers looking to expedite the purchase.
Moderate the shipping costs
High shipping charges are another popular factor that is usually frowned upon. It helps to display the charges clearly on the checkout page as customers truly appreciate a transparent breakdown of the payment they are making. Choosing a cost-effective air freight service provider can help you steer clear of losing customers due to excessive shipping expenses.
Offer multiple payment options
Preferences matter in this category. Your customers should be able to have the autonomy to transact with your brand in the manner they feel the most comfortable with. Factor in the diverse payment options and make it as secure as possible for the customer to pay without any hassle. Incorporating minute details like these can skyrocket customer satisfaction.
3. Keep it mobile-friendly
Did you know that mCommerce sales soared at 41.4% in 2020 and are estimated to grow another 15.2% in 2021, to reach $359.32 billion? Annual sales are projected to nearly double between now and 2025. Any eCommerce website that has been around for some time now knows that they have to capitalize on this front through mobile optimization.
Several factors driving this transformation:
- Millennials and Gen Z using their mobile devices for a longer duration
- Advancement in technologies 5G and AR
- One-touch payment apps like google pay and apple pay
- New channels including social commerce, influencer marketing, and live shopping
You can cater to mobile phone users by executing mobiles and tablet-specific SEO tactics. Immediate gratification through faster load times and creative designs can truly capture the customers that are shopping through their smartphones. Ensure that you consider the Core Web Vitals while optimizing the speed of your website on mobile devices.
4. Display the search bar
The search bar assists the customer to browse smoothly within your eCommerce platform. Go back to the basics for this one. Design a bar for text input, insert a simple magnifying glass as a button beside, place it where the users usually expect it on any eCommerce website.
You can also amplify the ease by using autocomplete for text suggestions and storing the recent search texts for the customer to use again. Utilize text to connect with the customers whenever needed i.e. why there are no matches for the result or why the result page processes slowly. It keeps the customer from getting discouraged and hooked for a little longer.
5. Optimize your product pages
When it comes to enhancing the overall customer experience, well-optimized product pages developed using appropriate SEO practices are a game-changer. Make your product the hero by having a crisp copy on the page and using appropriate keywords to keep the audience engaged.
Add high-resolution images and incorporate video descriptions for the user’s purview. For example, optimize product videos for SEO techniques to your WooCommerce website to generate a better ranking and reach your customers easily. Refer to elaborate guides for various eCommerce platforms like WooCommerce, BigCommerce, or Magento to understand and implement tailor-made SEO techniques.
6. Create an omnichannel presence
With the raging pandemic in 2020, retailers are adamant about creating an omnichannel presence that adheres to shifts in consumer behavior. Today, the customer journeys are anything but linear and they are discovering new brands and products in a plethora of different ways.
You should aim to deliver a great customer experience no matter where they find your brand or website. Plus, to stand out in a crowded playing field, consider diversifying your sales channels. Get your products listed on a bunch of famous marketplaces like Google Shopping, Amazon, eBay, and Etsy.
You can even reach the target audience through well-curated Facebook or Instagram ads. Gather your marketing team to brainstorm, strategize and develop an omnichannel marketing plan that involves retargeting ads, social media, emails, and SMS. This should definitely help you bundle a consistent brand experience by delivering the right message at the right place and at the right time.
7. Curate a meticulous content strategy
A meticulous content strategy is the heart of a smooth customer experience. A soft sell through original and high-quality content can genuinely appeal to their interest or address their pain points. Plan out different ways to inculcate valuable information on your eCommerce website and social media platforms to earn goodwill and engagement.
The best way to build trust and a strong rapport with your customers is by using the content that you post out there. There are countless examples of brands that have built strong communities this way. They nurture the audience that tunes in for an informative blog or sketches regularly.
This audience is quick to think of your brand when they need the services or products that you offer and remain loyal. You can drive organic traffic through SEO-friendly content and optimize to reach the target audience via multiple channels.
Beardbrand is a known example of how dedicating time and resources to your content strategy can result in amazing organic reach. They publish regular blog posts and youtube videos revolving around beards which garner thousands of clicks and views which bring along a ton of organic traffic to their website. You know the customer experience has been pleasant when they want to visit your eCommerce website for more than just your product or service.
8. Ensure proactive post-purchase engagement
A great eCommerce website houses provisions for the customer to interact effectively with your brand after the purchase. Post-purchase customer satisfaction can be brought about by making designing tabs that let the customers review, track, return, or cancel their orders comfortably.
Other small yet significant gestures that please your customer include being transparent about the delivery status and staying on top of the delivery process. Resolving user’s queries through predictive alerts and notifications makes the customer feel valued. Expedite the deliveries through quick airmail shipping for brownie points.
An exceptional customer support team that knows what they are doing. Prompt replies and actions to cater to the buyer’s needs help you gain loyal customers who become eager to interact with your brand in the future.
9. Incorporate eCommerce personalization
Personalization to provide custom-made solutions to your customers can prove to be a major stride in elevating the customer experience, irrespective of B2B or B2C interactions. 80% of the customers lean towards conversion when you offer personalized experiences.
Look into authenticating the interactions with your customers with the help of focus groups or advanced technologies. It will give you an idea about the standard behavioral responses of your target audience, which you can then incorporate into your eCommerce website. Try targeting particular user segments by identifying products and services their demographic is looking for. You can also leverage a wide array of Artificial Intelligence and Machine Learning software designed for this intent.
10. Feature reviews on the website
Another way to make your customer’s life easier is to strengthen the trust with genuine reviews and testimonials on your website. Nearly nine out of ten read reviews before making a purchase. This demonstrates consumers take testimonials and reviews quite seriously while making a decision.
It becomes easy to provide a wholesome customer experience when you interact actively with the consumers. Show gratification while replying to the positive reviews and addressing potential buyers’ queries makes them feel heard and appreciated. It is a key factor that aids the decision-making of the consumer as to whether the product or services suit their needs.
The recent era of instant gratification has raised the customer’s expectations through the roof. As an eCommerce website, you want to capture as well as retain your existing customers by creating a top-notch customer experience. Give these tips a shot and you will gradually observe that you are building a strong community of loyal customers who love your eCommerce website.