10 ways to optimize customer experience in e-commerce

10 ways to optimize customer experience in e-commerce

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In the competitive world of e-commerce, brands need to prioritize delivering exceptional customer experience to achieve growth, and success, and maintain a customer-centric focus.

The COVID-19 outbreak boosted online shopping for both B2B and B2C customers, with 50% of customers buying new items on the internet and 70% buying more products.

Businesses must prioritize their CXM strategy to meet customer needs for better online experiences. 

Nearly half of buyers pay more for a better experience and would not return to a business with a poor experience. 

To succeed in e-commerce, you must adjust your mindset and comprehend your customer’s points of view. Shopping increasingly encompasses more than just making a purchase. It’s all about being engaged and entertained.

Having a website that sells a highly sought-after product is insufficient if customers have a negative experience while considering it; you will miss out on substantial sales. A lack of a top-notch e-commerce experience leads to lower net promoter scores, fewer consumer visits, and revenue losses to competitors.

Online browsing influences purchasing decisions, making customer experience management critical for capturing and converting leads. 

So, What actions can you take to provide an exceptional customer experience in e-commerce that fosters loyalty and increases conversion rates? 

E-commerce Customer Experience:

Managing customer experience in e-commerce involves ensuring a positive online journey for visitors, beginning at checkout and continuing through to receiving the post-purchase email notification.

1.  Provide Personalized Customer Service 

Brands who spend the time personalizing their website have seen as much as a 15% upraise in their sales revenue! 

Investing in personalization can help you increase customer engagement, loyalty, and conversions, making it a crucial part of any e-commerce strategy. Brands can personalize customers’ experiences by tailoring the website’s content to each customer and marketing to them individually. This can include offering personalized product recommendations and targeted promotions.

You can personalize the customer experience in these ways.

Utilize the customer’s initials when emailing

Give precise delivery details with the use of geo-location.

Suggest products according to the user’s previous online activity

Provide discounts on products/services that customers are interested in.

Deliver birthday greetings or exclusive event invitations

Speak in a language that is native to the customer.

AI is also helping brands with data-driven personalization to enhance customer experiences by analyzing large amounts of data, allowing marketers to improve ad targeting and suggest products effectively across various touchpoints for a customized and relevant experience.

2. Let Customers Try on Products Virtually

During the COVID-19 outbreak, it became difficult for customers to check products before buying them during online shopping which caused the brands to implement Virtual Reality technology in their customer service strategies. 

Customers can benefit from using Virtual Reality (VR), and brands can improve customer engagement by allowing customers to assess how well the product meets them or is relevant to their wants and requirements. This strategy is appropriate for a variety of industries, including furniture, eyewear, footwear, jewelry, watches, beauty items, and others. 

3. Encourage collecting and displaying customer feedback:

By gathering and showcasing customer feedback, potential buyers can easily determine if current customers are satisfied with their purchase and if they recommend the product to others. Ensure the reviews are prominently showcased on the product page for customers to easily see before finalizing their purchase, as it can greatly impact their confidence. 

Moreover, under specific circumstances, customers may find the solution they seek in customer feedback, reducing the need to contact the customer service center and ultimately streamlining the purchasing journey and customer experience.

For example, certain customer feedback may contain details regarding delivery speed, product packaging, overall effectiveness, and so on.

Using a third-party application is among the top and most effective methods of showcasing customer feedback.

Intellicon’s Customer feedback feature offers after-call feedback to capture real-time insights from customers post-interaction. Understand sentiments, identify pain points, and gain holistic insights across channels for enhanced engagement and feedback collection.

4. Empower customers with Self-Service 

Another popular trend and an effective to streamline customer experience in your e-commerce brand is the increased usage of AI chatbots, serving as a self-service option desired by customers.

A Salesforce’s State of Service report found that 59% of customers prefer using self-service instead of contacting a customer service agent for simple questions or issues, especially for online businesses.

How can brands assist customers in resolving common questions and issues through self-service options?

In addition to self-service chatbots, online retail businesses can enhance customer experience by developing extensive knowledge bases (also assigning a team to update the information) and introducing community forums where customers can assist each other. This can also contribute to establishing a devoted community for your e-commerce brand, which enhances consumer engagement as an added benefit. 

In the coming years, customers will enjoy excellent customer service by being able to decide how they want to engage with the e-commerce brands, be it through real-time support or self-service options. 

5. Deliver an Omnichannel Experience

Being present on the channels preferred by customers is essential to satisfy their expectations. It is crucial to have a carefully crafted strategy for every channel by studying and analyzing the customer journey and remaining informed about all the customer experience trends in e-commerce regarding different channels. 

Combining all channels into a single platform is essential for providing customers with a smooth and cohesive experience. Brands should Integrate live chat and widgets onto their website so they can interact with customers round-the-clock. 

One key way to do that is to use an Omnichannel Contact Center customer experience solution that centralizes information flow, maintains up-to-date CRM systems, and prevents redundant customer experiences in e-commerce. By staying up-to-date and adjusting to changing platforms brands can prevent any missed interaction ultimately enhancing customer engagement and optimizing customer experience.

Tips to Consider: 

Identify what your consumer wants, when they want it, and how they want it;

After understanding who your customers are and what channels they will use, you need to map out the journey they take to purchase a product;

Ensure that your content will be able to fit different screen sizes;

Remember to place the physical store in the omnichannel circle.

6. Enhance Customer Experience with Augmented Reality: 

The use of AR for improving customer experience has a lot of potential in the coming years, with greater adoption in the mainstream markets. This is primarily thanks to social media apps.

Enhance Customer Experience with Augmented Reality:

Brands can take advantage of AR by using it in various ways, such as virtual try-ons of their products. In a similar vein, brands can also use it to “showroom” products such as home furnishings to help online customers see how products will look in their homes before buying them. Research we conducted last year for example found merchants who add 3D content (AR previews) to their stores see a 94% conversion lift, on average.

These AR features improve digital experiences by delivering real-time interactions with products they’re looking to buy, resulting in less churn and better serving customer needs.

7. Ensure Efficient Delivery & Return Process

The brands that are growing the fastest prioritize creating top-notch shipping experiences. The delivery stage is the most important aspect of the online shopping customer journey due to the numerous opportunities for customer interaction. Thus it’s important to offer various shipping and delivery options to create a seamless and consistent experience. 

Brands that provide customers with various shipping choices, customized tracking updates, and a simple returns procedure receive positive feedback establish customer loyalty, and reduce customer frustration which in turn optimizes the customer experience in an e-commerce brand and also encourages repeat buyers.

8. Create Loyalty Programs 

Implementing loyalty programs strategically requires creating plans that not only give rewards to returning customers but also show sincere gratitude for their loyalty. Businesses can create a deep emotional bond with customers by providing customized rewards, exclusive benefits, and genuine appreciation. These initiatives promote long-lasting brand devotion by fostering a feeling of inclusion and connectedness, ultimately enhancing customer loyalty and support.

Implementing loyalty programs with CCaaS solutions like Intellicon allows for individualized rewards and effective administration, resulting in deeper customer ties. These platforms use real-time data to modify incentives, and automation improves program management. Seamless omnichannel communication provides consistent engagement, which drives long-term brand loyalty and growth.

9. Tackle Abandoned Carts Strategically

In a brick-and-mortar store customers, pulling items in the cart and suddenly abandoning it in the middle of the store and exiting is very rare to happen but in the context of e-commerce, it’s common. 

Great tricks that you can practice to reduce the cart abandonment rate and optimize the customer experience in e-commerce:

  • Add a few transaction indicators of trust.
  • Include a progress bar on your checkout pages.
  • Add small images of the product your customer is buying.
  • Simplify the process of transitioning from the shopping cart to the store.
  • Include a compelling “Call to Action” on the checkout pages.
  • Provide your customers with a robust refund policy.
  • Ensure transparency regarding any extra expenses from the beginning.
  • Improve the loading speed of your website

10. Simplify Checkout process 

The checkout process plays a crucial role in driving conversions and enhancing customer experience in e-commerce.

Brands invest a lot of time and money in selecting the right products, creating and enhancing their e-commerce store, and driving traffic to their e-commerce website. And then, If the visitors fail to complete the checkout process and make the purchase, all these efforts are essentially wasted.

To guarantee a smooth customer experience in e-commerce, simplify the entire checkout process as much as you can.

Here’s how you can do this: 

  • Ensure that the “Add To Cart” button is easy to understand
  • Keep the “Pay Now” button in constant view for consumers.
  • Enable the guest’s checkout option (it’s essential).
  • Provide a variety of payment options.
  • Mask the upper navigation bar to form a self-contained checkout page.

How WhatsApp Business API Can Help?

WhatsApp Business API is a valuable tool for improving your customer experience in e-commerce. Its widespread reach and popularity have the potential to transform your business and increase your e-commerce brand reach simultaneously helping you to provide consistent 24/7 customer support. WhatsApp Business API enables you to provide real-time information, provide quick customer service, and even allow users to make purchases right from the app.

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