The better the quality of the experience you are able to offer customers that use your online services, the more likely you will be to keep them loyal and also to earn word-of-mouth recommendations that can augment your existing marketing efforts.
If you are eager to implement improvements but don’t know where to start, here are some of the most impactful changes to consider which will definitely make a positive difference to your online customer experience.
Optimize the delivery experience
This is one of the most overlooked aspects of the e-commerce market, but if customers have negative delivery experiences, it can be catastrophic for your site’s reputation.
The obvious answer is to make sure that there are as few chances for snafus, delays and inconsistencies as possible in this context. If you are outsourcing some or all of the delivery responsibilities to a third party logistics partner, then you also need to expect the same high standards from them as well.
Also remember to listen to customer feedback and respond to complaints quickly, doing what you can to rectify issues and compensate customers who have a bad time with their orders. If you don’t, your brand could flounder.
Overhaul your website
A lack of user-friendliness will compromise any website, and there are a lot of angles to consider here, each of which will need to be addressed to overcome usability issues.
A poorly laid out interface is a common culprit for high bounce rates, but it is about more than this. Page load speeds are equally important, because modern web users want sites to feel snappy and responsive, not sluggish and frustrating, as their time is precious to them.
If your current site is not up to scratch, it could be worth rethinking the hosting solution you use. If the UI is to blame, a redesign might be in order. It really depends on the nature and the scale of the issues you are facing.
In many cases, customers will visit your site primarily to check out the content you have added to it, whether that might be an engaging and relevant blog post, an interesting infographic, an appealing slideshow of images or whatever else you have to offer.
What will harm their experience is if the content they encounter after clicking through from a search engine or social media is in some way lacking.
Optimizing things like the layout of content, as well as streamlining it in terms of its size so that the all-important page load speed is preserved, should be a priority.
Also consider how content is crafted from an SEO perspective. If it is not search-engine friendly, perhaps because it is of a low quality or is overstuffed with keywords, then even if you pump plenty of content onto your site, it won’t win over search algorithms or users.
Measure metrics to guide your efforts
The changes you make to your side with customer experience in mind don’t have to be guided purely by guesswork, nor implemented and expected to work unaltered.
Instead you have to make use of the data collection tools that are at your disposal to see how pages are performing, how visitors are using them, and where inconsistencies and issues are arising.
If visitors are struggling to find important interface elements, or are having to click through too many pages to reach the endpoint of their journey towards a conversion, these concerns should be apparent in the data.
Be willing to admit when you have missed the mark in terms of online customer experience, and also embrace the tools that help you to do this, and you will see better results in the long term.