Making sure your customers enjoy shopping at your ecommerce site is essential to remain competitive.
Customer service was a given in the 1960’s and 1970’s, when every community had a corner shop, which thrived because it gave its customers what they wanted. Making sure the consumer experience was favorable slipped down the priorities as shopping became more anonymous from the 1980’s onwards.
The growth of online shopping in this decade means that consumers once again call the shots and ignoring their wishes will mean they are likely to shop elsewhere.
To maximize the consumer experience, ecommerce traders need to:
• Focus on the data analysis of customers’ likes and dislikes and how and when they interact during their customer journey.
• Ensure their website has a user centered design, which interacts with their customers. Not only reacting but anticipating their shopping needs.
Consumers are able to interact with your ecommerce site at any point along their customer journey. From researching which goods they want to buy, including how they work and whether or not they will meet their needs, right through to returning if dissatisfied and reviewing those goods once purchased.
To increase your profitability collect and analyze customer journey data to find out what your customers want from your products, what information they need to make an informed decision and why they return your products and give them favorable or unfavorable reviews.
Once you have a system that collects this data in the background, use the analysis to make your website user centered and interactive. Don’t ignore the importance of mobile devices; use of smartphones and tablets is increasing.
Your customer should have all the website tools they need at each stage of their consumer journey. For example a responsive search facility when they are researching products and detailed product descriptions.
The Pareto principle (80-20 rule) , suggests that 80% of effects result from 20% of the causes, so analyze all your customer journeys and identify where they interact with your website most and what happens. Then concentrate on these areas to improve your customer experience.
The aim is to anticipate your customers’ needs and provide solutions before they become an issue, enhancing the customer experience.
Image credit: SalFalko