Do you find that customers are not making it through to the checkout on your site? Are you missing out on repeat business? If these or similar things are happening for you, then you might have a problem with CX (Customer experience). Read on to find out what this is and how to fix it.
Seamless CX helps drive conversion & loyalty
The rise and proliferation of ecommerce websites has transformed the way consumers shop, and with recent technology advancements, customers now expect more than just a transactional experience. They seek an engaging and personalised shopping experience that is tailored to their needs. Online businesses need to understand that to remain competitive in the ecommerce landscape, they must focus on creating a seamless customer experience (CX).
What is CX, and why does it matter?
CX is the sum of all interactions a customer has with your business, from browsing a website to making a purchase and after-sales service. In essence, it is the overall impression that a customer has about a business, based on their interactions with it. CX matters because it affects customer satisfaction, loyalty, and ultimately revenue. A positive experience increases the likelihood that a customer will purchase, return, refer friends and family, and leave positive reviews.
Need a refresher on CX?
Customer experience (CX) refers to customers' thoughts, feelings, and perceptions when interacting with an business , its channels, or products. Examples of CX include how customers develop relationships with organizations or customers signing up for free trials.
Through these interactions, customers develop impressions of organizations. A customer's experience can influence their behaviour and purchasing habits:
- Positive experiences can boost brand loyalty, improve sales, and increase product awareness among target groups.
- Negative experiences can result in bad word-of-mouth, negative PR, and lost revenue.
Two tips for delivering a seamless digital customer experience across channels and devices
1) Use web analytics to measure and improve digital customer experience
One of the best ways to create a seamless customer experience is to use web analytics. Do you track goals? Do you have a conversion funnel setup? Where is your traffic coming from? This customer data can help you understand how users interact with your website, identify areas for improvement, and track the success of your CX initiatives.
2) Make sure your website is mobile-friendly
A mobile-friendly website is essential for a seamless customer experience. Since nearly 63% of all internet traffic now comes from mobile devices, it's imperative that your website be optimized for these customers.
There are a few key things to keep in mind when creating a mobile-friendly website:
- Use responsive design or consider a headless approach
- Keep it simple, focus on navigation and what fits within the screen view
- Use large, easy-to-tap buttons
How can you create a seamless CX today?
Once you have the building blocks right, the next step is to look at how you can enhance the experience both within your website(s) and across channels. Some strategies are discussed below.
One way to create seamless CX is by providing personalised recommendations. By collecting data on a customer's browsing history, purchase history, and preferences, you can suggest products that meet their specific needs. This not only helps customers find what they are looking for quickly but also increases the chances of up-selling and cross-selling.
Another tool that you can use to improve CX is chat-bots. Chat-bots are AI-powered assistants that can answer customer questions, provide product recommendations, and resolve issues. They can help reduce the response time for queries, leading to faster resolution of issues, and improved customer satisfaction.
Following up with customers after they make a purchase is another way to improve the CX. Businesses can send personalised emails and create nurture sequences or funnels that request feedback on the purchase process or offer a loyalty discount on their next purchase. Such actions demonstrate that the business values the customer and their feedback, which fosters loyalty and trust. In our experience so many businesses overlook this essential channel, and invariably those with the best conversion rates focus on and optimise the customer lifecycle.
The Benefits of a Seamless CX on Conversions
The benefits of improving your CX are numerous - the key being that it will help drive sales and improve your overall conversion rate. Here are some other benefits:
Increased Customer Retention
Customers are more likely to return if they have a positive experience with a business. By investing in CX, you can create a loyal customer base, which, in turn, leads to increased revenue.
Improved Brand Perception
Positive CX helps to build a positive brand image. Customers are more likely to recommend businesses with whom they've had a good experience, which leads to increased brand awareness and recognition.
Higher Conversion Rates
Creating a seamless CX can also lead to higher conversion rates. By providing personalised recommendations and resolving queries promptly, customers are more likely to make a purchase. You can also use post-purchase follow-ups to encourage customers to make repeat purchases, leading to increased revenue.
A seamless CX is crucial to the success of an ecommerce business. By a focus on CX across your channels and investing in tools like chat-bots, personalised recommendations, and post-purchase follow-ups, businesses can improve the overall customer experience, leading to increased customer loyalty, brand perception, and ultimately revenue.
Ecommerce businesses must adapt to the changing needs of customers and focus on creating a personalised and engaging shopping experience to remain competitive in the ever-evolving ecommerce landscape.
What are you waiting for? Where are you losing customers and sales in your site today?
BY CRAIG RUNDLE
Director at Tin Soldier
Craig, founder and Director @Tin Soldier lives and breathes digital. Being slightly geeky, since the late 90’s he has been involved and watched the internet grow from one page websites through Web 2.0 and more recently with the advent of AI technologies. Craig’s passion is ecommerce, in particular creating great customer experiences through personalisation, content and connected systems.