Improving the CX of your eCommerce Site

More than likely, you truly want to provide the best customer experience (CX) possible to the visitors who land on your website. However, in a rapidly changing digital world, it can be difficult to know just what strategies you should use to create a positive experience.

Experts estimate by 2020, CX will be the most important factor in branding, even topping price and the product. Seventy percent of why customers decide to buy a product is based on their perception of the way the company treats them. Taking time to invest in your customer service model is one thing you can do to stand out from the competition.

1. Consistent Experience

Whether you’re conducting business online or offline, offering a consistent service experience that spans the reach of your business allows customers to embrace your brand, no matter how they prefer to shop. For example, if you have an email list, you might send out a coupon code people can use either on your website or in a store. If a customer comes into your store and you are out of their size or the color they want, you provide a kiosk they can order from.

AutoZone has gotten on board with that consistent user experience. If you go in their store, they can help you, but you can also go online, figure out what you need and pick it up in the store the very same day. Customers can quickly see which locations near them have the part they’re looking for.

2. Target Audience

Before you begin to focus on CX, you must fully understand who your target customer is and how to meet their needs. You can figure out the demographics of the people visiting your site by studying analytics, taking polls and studying buying patterns. Once you have a grasp of your typical site visitor, create a user persona based on that model. This persona is who you will plan everything around. You can have more than one persona for your brand, too.

3. Anticipating Customer Questions

When a consumer chooses to visit your site, he or she likely has a specific purpose in mind. Think through what the different purposes might be and how you can anticipate any questions the user will have. If you get a lot of emails asking the same question about your products, or if you offer a certain feature, this is a good place to start. You’ll provide the answer before the customer ever has to ask you.

Notice how Nitterhouse Masonry Products anticipates customers visiting their site might have one of three product types in mind: architectural, contractor or residential. By narrowing down the choices, they anticipate their different users’ needs and direct them to more information on the specific area.

4. Omni-Channel Customer Service Reps

When someone visits your website, you likely have a variety of options for contacting your company. You might offer live chat, email and even a toll-free number. Is a customer who calls your company getting the same answer you provide via live chat or email? Making sure you not only provide consistent answers, but that you keep a record of customer contacts, is vital to making the customer feel valued.

Customers get annoyed when they must repeat a problem they have with your product to three or four different people. About 89 percent of customers state this frustrates them, and about as many feel brands should try harder to create a consistent customer service experience.

5. Mobile Matters

You’ve heard this one before, but it is worth repeating, because more and more people are using their smartphones to access the Internet. If your site isn’t mobile-friendly, or doesn’t provide the main features of your website, you are going to have a lot of irritated users. If the mobile site is not up to par, about 52 percent of consumers are less likely to engage with the brand.

Elf on the Shelf is one of those trends you either love or think is creepy, but their website is a good one to study for how to create a great mobile CX. When you land on their page, you have two choices based on whether you are an adult or a child. Their landing page is very simple and to the point.

6. Customer Service Philosophy

Train your customer service reps thoroughly in your customer service philosophy. It can take an additional 12 positive experiences to make up for one bad experience with service. If your customer is dissatisfied, hurry to minimize the damage and turn a negative into a positive. Make sure everyone who has any contact with your customers understands the value of every customer. Likewise, that they reflect that in their interactions.

7. Social Media

If your site isn’t integrated with social media, you might be missing out on traffic. More than 62 percent of people in North America use Facebook. Integrating your e-commerce site with social media is simple. First, you need to mention your social media channels and make it easy to access them. Second, point your social media followers to specials, sales and new arrivals on your site. Of course, there is a lot more involved with marketing on social media, but understanding the importance of a presence is enough to get you started.

8. Gain the Consumer’s Trust

One of the key components of successful CX is that customers feel they can trust your brand. If you receive a question, do you answer promptly? Did you make your contact information easy to find? Other things you can do to gain consumers’ trust is to add any certificates you hold or positive ratings, and adding customer testimonials.

Optimizing CX

Optimizing your site’s CX takes time and perseverance. Pay attention to any complaints you receive. When do consumers bounce away from your website? Can you improve their experience and reduce your bounce rate? Putting the time and effort into continually improving your CX will pay off in happy customers who frequent your business time and time again.