7 Ways to Improve Customer Experience for Your eCommerce Website
By Shardul Deshmukh Published: 11 July 2019 | Updated: 25 July 2019
Whenever you go to your favorite retail outlet, you are usually greeted by a friendly salesperson who is willing to help you pick the best product based to your requirement. They take into consideration your budget and solve any query you may have during the process. In the end, you make a purchase and leave the store feeling happy, a satisfying offline customer experience.
Customer experience is the means by which a brand communicates with its customers at every step of the way during the buyer’s journey. As the eCommerce store continue to clutter, eCommerce shops need new ways to make their customers shop from them on an ongoing basis.
Conversion rates can be boosted greatly by improving customer experience. In this article, we will look at 7 ways in which you can improve the customer experience for your e-commerce store.
1. Delight Your Customers
According to HBR, increasing customer retention rate by 5% increases profits by at least 25%. Organizations that understand the importance of retaining customers, work hard to provide a seamless customer experience to their existing buyers. Some customer delight ideas for e-commerce store are as follows:
- Email reward or loyalty points after customers purchase products, which can be redeemed later.
- Send out thank you emails after shopping. An even better way is to send a handwritten thank you gift card depending on the volume of your customers.
- Implement a referral program that will give benefits to both your existing customers, and new shoppers as well.
- Send free gifts such as t-shirts, mugs or keychains along with the order to your most loyal customers.
2. Surprise Your Shoppers!
Online buyers like surprises. You can introduce surprises during the buyer’s journey to enhance the customer experience. It is often recommended to offer free shipping. Improve your sales by implementing this strategy a bit differently. Instead of being brazen about it, mention it during the checkout process. This will encourage the shopper to buy from you again and help spread your word of mouth in their network.
You can use this strategy for the abandoned cart as well. Instead of sending your shoppers the typical “We miss you” emails, surprise them with an incentive to complete the purchase.
3. Build a Community
A community is a group of people who are die-hard fans of your products. It is the end result of everything you do, represent and stand for as a brand. Community members are advocates of your products. Social media and email are two of the most potent channels to build a community. You can encourage your community to leave reviews and ratings on your product pages.
4. Up Your Social Media Game
Social media allows brands to project their unique brand voice. If it’s not feasible for you to have a dedicated social media person at the moment, chalk out a specific amount of time every day to respond to social media queries pertaining to your store. Make sure to address each query and review whether positive or negative on Facebook, Twitter, Instagram etc.
For example, Wendy’s is a US-based fast-food restaurant chain. Along with its over-the-top, edgy sense of humour, they are also known for being proactive with their social media game.
Here are 2 examples, where they respond to a positive and a negative tweet:
5. Follow an impactful Content Strategy
The purpose of content marketing is to help your shoppers to solve their biggest problems. You can incorporate blog posts, tips, interviews, videos and infographics related to the products you sell. For example, if you run an eCommerce store focused on fashion products, you can create content that gives style advice, tips, fashion trends, etc. Always make sure to plan this out on a content calendar.
6. Deliver an Omnichannel Customer experience
Your customers are present across all channels on the internet. You should be as well! Omnichannel marketing can greatly improve conversions. Make sure that the necessary contact details such as email addresses and contact details are clearly visible on your website.
Incorporate live chat on your website that lets you communicate with your customers in real-time. The evolution of chatbots has made it easier for the customer service department to be available round-the-clock and automate responses to frequently asked questions.
7. Personalize Customer Experience
We are in the age of personalization. Personalized emails are no longer sufficient. You need to personalize the shopping experience throughout the buyer’s journey, based on different variables. Make use of recommendation engines to suggest personalized product recommendations based on the user’s location, shopping and browsing history.
Apart from this, eCommerce stores can also use exit intent pop-ups, discounts, abandoned cart messages, etc. to ensure that your customer experience game is on-point.
The cutthroat competition has saturated the product feature and pricing aspect of every organization. Customers are no longer solely satisfied with an excellent product offering. To stay ahead of the game, you need a unique offering that sets you apart from the rest of the competitors. Providing a stellar customer experience through your eCommerce store and other avenues is a surefire way to help you achieve just that.