How to Improve E-commerce Customer Experience

No matter how many sales you generate, if your customers have a bad experience visiting your site, you aren’t getting very far. If people don’t like your website for any reason, they won’t come to you again and may even not complete the purchase. That’s why caring about e-commerce customer experience (CX) is a must-have concern for a successful e-commerce business.
Experience-led businesses have several benefits, including 1.6x higher brand awareness, 1.9x higher order value, and 1.7x higher customer retention rate. By improving customer experience, you will also generate more sales and enhance your brand image to attract new customers and retain the current ones.
To make things right, we are here to reveal the best tips on how to improve e-commerce customer experience and make a great impression on every visitor who lands on your e-commerce website.
According to the Truelist survey, you may have up to 76% of all your sales if losing website visitors on their way to the shopping cart. In this regard, your website speed is one of the main factors for the customer experience for e-commerce, the PwC report states. So, you should work on it to make a better e-commerce website.
To ensure satisfactory website speed, take note of your current server size, database management, and image compression. Also, it’s a good practice to test your e-store speed with online tools, such as Google Page Speed Insights and GTMetrix.
Here are some other useful ways to improve website speed:
In addition to accelerating user experience, you’ll get a better chance to get a higher ranking on Google to attract more new website visitors. As our business practice shows, that’s one of the key advantages a website performance optimization solution should bring.
When it comes to customer experience in e-commerce, the importance of the navigation system cannot be overstated; it dictates how people interact with your website. Customers shouldn’t click through many pages on your website to find what they want. Yet too often, retailers dump their product catalogs in one place on the homepage or impose an arbitrary categorization scheme that makes no sense for the visitor at all.
Not to repeat the typical mistakes, here are some useful tips to improve navigation:
The answer to how to increase customer experience in e-commerce is simple: let your website visitors find what they want fast. Otherwise, they’ll leave your e-commerce store uninterested and frustrated, and you’ll lose the opportunity to sell them your product or service — even if they want what you’re offering!
When you try to improve customer experience in e-commerce, you need to go all out if you want to make shoppers fall in love with your brand. Such immersive features can range from fun things like GIF-powered product pages, well-timed dynamic ads, or personalization on every visit to practical ones such as access to FAQs and interactive tutorials. What they all have in common is an increased feeling of engagement with the website, which will often result in increased conversion rates.
Here are some of the features we recommend paying attention to:
The main idea behind adding immersive features is to create a personalized experience for each e-commerce website visitor. All the tools we’ve mentioned should facilitate the purchase and handle all the possible customer objections.
Offering an omnichannel experience creates more options for customers, which in turn boosts customer loyalty and helps you remain competitive with other brands in your field. For example, many consumers prefer purchasing from Amazon because they can order from the site and pick up their package at one of Amazon's many physical stores.
You may not have the same resources as Amazon — but you can learn from their experience and implement something similar.
Here are some good practices to leverage omnichannel experiences:
To incorporate all e-commerce customer experience metrics, a good start is to establish a digital communications strategy. This way, you take proper care of the platforms where you meet your customers beyond your online store and the messages you deliver to them there.
Producing high-quality content with customers in mind will solve your customers' problems and is the best way to engage them. Never forget why e-commerce customer experience matters — clarify customer needs and address them through content that appeals to them in the best way possible.
Here are the ways to improve e-commerce customer experience in terms of content:
Brands like Gucci add wow-effect elements to their ecommerce experience. For example, recently the brand introduced a new feature that allows customers to send customizable virtual cards, thus, boosting customer engagement.
The last obstacles your website visitors see while making a purchase, the more likely they’ll buy your products. That’s why checkout convenience is a must to improve your sales, and your website navigation should do everything possible to make this purchase happen.
Here are the things you can do to simplify checkouts and, consequently, improve e-commerce customer experience:
Offering customers an effortless check-out process is a great way to increase conversions. So let your website visitors see your products, love them, and get them at their doors as quickly as possible!
A product copy is a written description of a product that helps customers understand what they're buying before they make a purchase decision. In terms of CX, this tool helps create a narrative around the product and gives customers an idea of what they are buying. It also lets them know if there are any special features or information about the product that might be important for them to know before making a purchase.
What makes a good product copy that keeps your audience engaged with your website and provides them with everything they need before completing their order:
Well-written product copies improve the e-commerce customer experience by making your website visitors feel more confident in their purchase decisions and reducing the chance they’ll return your products.
Constantly improving and measuring e-commerce customer experience is the basis of generating constant sales in the long run. However, to achieve a great result in this domain, you should work on various aspects of your e-commerce website. These include its fundamental features like speed, navigation, and omnichannel experience and polishing details like product copy layout and checkout steps in a customer-focused manner.
If you experience any difficulties in understanding how to improve customer experience in e-commerce, feel free to request our expertise. As a software development company that focuses on e-commerce solutions, DigitalSuits is experienced in building scalable and secure solutions that engage new buyers and leverage your sales.
Contact our team so we can conduct an audit of your tech solution and improve it for better CX.
Content Marketing Specialist at DigitalSuits
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