Updated: 3 days ago
As more people want convenience, variety, and competitive prices, online shopping has altered the retail environment. In 2021, eCommerce sales are expected to reach $4.5 trillion, indicating that the drastic move away from traditional retail will not be reversed anytime soon. Providing a positive e-commerce consumer experience is not only beneficial to your business; it's also a requirement. As more people purchase online, their expectations for the customer experience are rising as well.
Customer experience is essential to 73 per cent of individuals in their purchase decisions, yet just 49 per cent of Americans believe firms deliver a good customer experience. Customer experience refers to how a company engages with its consumers at each stage of the purchasing process.
As eCommerce stores get increasingly cluttered, an e-commerce service provider must find innovative methods to entice customers to purchase with them regularly. Improving customer experience may significantly increase sales. We, therefore, list 15 such ways that can improve eCommerce customer experience and increase the conversion rate.
15 ways to improve eCommerce customer experience
As an e-commerce service provider, it is essential that one looks for such strategies and techniques that are out-of-the-box and help engage customers and thus retain them in the long run.
Built an easy to use website- Customers desire simple, easy-to-navigate pages where they can browse your items and find what they're looking for. Like an actual store, the online store should be arranged by categories. Everything should be labelled and organised at the back end, and the search button should be easy to find. Customers in eCommerce usually fall into one of three categories:
Those who have a clear idea of what they desire
Those who are looking around
Those who want assistance in sorting through your offerings
A technological suggestion for improving your client experience is to create a customer-centric eCommerce website. Your website must be quick to load. Customers are irritated by sluggish site speed, and it has a negative impact on your SEO.
Have a good shipping policy in place- Everyone enjoys receiving gifts. As a result, giving free delivery is a win-win situation for online businesses. Most buyers would prefer to buy a high-priced item with free delivery than a low-priced one with a high shipping cost. There is a reluctance to spend more on delivery than for the goods themselves. Furthermore, timely and effective delivery is a must for life. Your consumers will not hesitate to seek out an alternative if your shipping and delivery service is inadequate. You should also provide your clients with extra delivery alternatives. A tough shipping choice will not help the problem. You should also offer various delivery choices, mainly if you are aiming for a worldwide market. The importance of the "shipping policy" cannot be overstated. It's critical to put in place safeguards to ensure that your items reach your customers. Furthermore, the goods must be identical to what the buyer purchased.
Simplify the purchasing procedure- Research shows that businesses with a more manageable online buying experience are 62 per cent more likely to land a good deal. A complex purchase procedure causes cart abandonment. Remember that one of the best things about purchasing online is how easy it makes the process. Your consumers prefer not to enter a store. They want a simple, stress-free purchasing experience. You indirectly subject your clients to a stressful encounter by providing a complicated purchase procedure with a long checkout form. They're unlikely to respond even if you send them follow-up emails. Working on your purchase process will save you time and worry. When a client comes on your product page when they make a purchase, the process should be quick and easy. Long lists of fields on your checkout form are a thing of the past. Remove the frills and keep things basic. The most aggravating aspect of the checkout process for customers has to fill out the same information again. Include checkboxes to prevent duplicating information. Allow for a variety of payment channels and methods to be used. Brands that accept a variety of payment options see an increase in sales.
Optimise to mobile- Mobile optimisation is another element that should not be overlooked. According to SaleCycle, mobile accounts for 65 per cent of visitors and 53 per cent of purchases. That is to say, if your store isn't mobile-friendly, you're missing out on more than half of your prospective consumers. Ensure that your forms are autofill-enabled on Android and Chrome so that the user needs to type less. In addition, your fields should be structured so that the number keypad appears instead of the QWERTY keyboard when the user is required to input.
Create eye-catchy and engaging product page- An engaging product page should have explicit content, eye-catching graphics, and simple navigation. Include pricing, a product description, and images of the product used in your value proposition right away. Consumers should envision themselves using your items and understand exactly what they can accomplish for them. Every aspect of your website, including the content on product pages, should be consistent with your brand. Because social proof is crucial in today's society, user-generated information such as reviews should be included.
Create a robust customer service- Because many customers buy your items online, they want online customer service as well. You can enhance the odds of consumers getting their concerns addressed by providing numerous channels for customer care, such as live chats, product support websites, forums, and so on. Customers may look for a rival with a convenient site if you just provide one or two sorts of help choices and they can't get their issues answered promptly. People must be able to talk to a live person about product questions, just as they can at a bricks-and-mortar retail shop, and many consumers prefer doing so through real-time chat.
Add a touch of personalisation- For a better eCommerce customer experience, personalise your contact with each client based on their specific challenges and wants. While not everything can be customised, you can customise some communications networks and touchpoints. When it comes to personalisation, addressing your consumers by their first and last names is the bare minimum. Create content that speaks to the plethora of issues that your potential consumers are dealing with. When it comes to connecting with clients, social media provides additional opportunities for individualised communication. You may design and deliver tailored messages to your consumers using behavioural targeting, labelling, and classification. You'll be able to tag them and organise them into parts. You may then design and send hyper-targeted emails to each group as a result.
Adopting an omnichannel strategy- Engage with your consumers on as many channels and platforms as possible, like Facebook, Twitter, and Instagram. A multi-channel approach is what this is called. It's a straightforward technique for establishing and maintaining a relationship with customers across different media. Create constant material on your blog, increase the amount of content you post on social networking sites, participate in industry forums and interact with your target audience. For example, when customers post a review, review sites are a fantastic way to connect with them.
Build a community- A community is a collection of people who are ardent supporters of your brand. As a brand, it is the culmination of all you do, represent, and stand for. As a result, your items have supporters in the community. Two of the most effective ways to establish a community are through social media and email. In addition, you may encourage people to write reviews and ratings on your product pages by encouraging them to do so.
Adhere to an effective Content Marketing strategy- The goal of content marketing is to assist your customers in resolving their most pressing issues. Blog articles, advice, interviews, videos, and infographics on the items you offer may all be included. If you own a fashion eCommerce business, for example, you may develop content that provides style guidance, recommendations, and current trends. Always keep a content calendar handy for this.
Easy return policy- Customers cannot try on or test out your goods before buying them, which is a disadvantage of online buying. Offer a reasonable, easy-to-find, and transparent returns policy so that customers are confident in their ability to return items.
Have adequate staff- Thanksgiving, Black Friday, Mother's Day, and other important festivals and holidays are all on the eCommerce calendar. It's critical to have adequate employees on hand to handle sales during these periods, as well as any subsequent swaps or refunds. You won't lose sales or client loyalty if you can manage peak periods.
Be up to date with IoT and technology- Sixty-five per cent of those aged 25 to 49 say they use voice-enabled gadgets at least once a day, and 61 per cent believe they will use them more in the future. So you’ll be ready to enhance your business when smart gadgets become widespread if you keep an eye on what they're capable of and learn about them now.
Follow up with the client after the sale to ensure everything went successfully, using the customer contact information you collected throughout the order process. You may also give consumers a discount on future purchases, alert them of special deals and new products and services, and expand your business this way.
Finally, if you wish to fix anything, you must first measure it and get insight into the source of the problem. You may quickly assess sentiment about your products and services using customer satisfaction surveys (CSAT). The Net Promoter Score (NPS) will inform you how probable it is for your consumers to promote your company to others.
Every organisation’s product features and pricing have been saturated by fierce rivalry. As a result, customers are no longer satisfied merely with a high-quality product offering. To stay ahead of the pack, you'll need a one-of-a-kind service that sets you apart from the competition. Providing a fantastic customer experience through your eCommerce business and other channels is a proven method to retain your customers.