How to delight shoppers with ecommerce customer experience

How to delight shoppers with ecommerce customer experience

We live in an age of abundance and variety in data, as well as the ability to use a wide range of technologies within our online shops.

We are seeing brands adopting more personal strategies to attract customers and engage them. This will hopefully result in them returning again and again. This is the  dream.

To make this happen consistently, however, you will need a customer experience portal (CXP), which can help improve the shopping experience for your customers.

What is the ‘Ecommerce customer experience’?

Let’s get down to the basics. When we talk about ecommerce customer experience we mean the entire customer journey, from initial discovery through final checkout. Your customers’ loyalty and behavior will be influenced by the level of seamlessness and relevance you can offer. What does it mean to be ‘right?

What do customers expect from ecommerce?

Due to the pandemic, shoppers are increasingly reliant on online shopping. Brands are capitalizing on this knowledge and investing in their online experiences. This includes social storefronts as well dynamic emails and behavior-responsive sites. Brands need to provide more customized online experiences to customers if they want to not only keep up but also be ahead of the curve. In fact, 70% customers consider it essential for brands to offer them personalized experiences.

How can we do this?

Our latest guide gives a thorough walk-through of how to create better ecommerce experiences (personalization + merchandising + visual user-generated content [UGC]), the obstacles that could be hindering your own efforts, and some winning brand examples to show how it’s done (with winning results).

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For now, let’s look at the fundamentals any brand needs to ensure that the experiences they crafted are the best they can be.

Get the most from your ecommerce experience

Use real-time data

A good ecommerce experience strategy starts with accurate, timely transactional and behavioral data. Without reliable, timely insights, you can’t really know your customers or what they want. You also won’t be able to show them the products that they are most likely to take action on.

Your campaigns should respond to the behavior of shoppers as they browse. You could change your product recommendations to include items similar to those the customer has seen during that session. This allows you to target your messages more precisely and convert potential bounces into clicks and conversions.

Choose tech that is quick to deploy

The speed at which campaigns can be launched and ramped up is another key factor in delivering a great ecommerce experience. CXP technology shouldn’t be difficult to use, so make sure you look for vendors that offer:

1. Popular ecommerce platforms have many plugin options.

2. For ease-of-use, user-friendly interfaces

3. Third-party integrations are a great way to ensure campaign consistency across touchpoints and data.

Segmentation and insights are key to unlocking the secrets

It is important to identify the most important user groups before you start planning your ecommerce experience. Segmenting your customers can be done in many ways. It could be based upon traffic source, geolocation or discount affinity. To best serve your business goals, and encourage conversion, you must segment people by providing relevant, targeted content.

You can then launch more revenue-generating experiences throughout the customer journey, and drill down to performance insights.

Use omnichannel delivery

Your ecommerce store experience should be consistent across all channels (social, email and app).

When creating campaigns, ensure that you consider every touchpoint where someone might encounter your brand. Don’t waste time in creating similar experiences for them on every channel they interact with your brand.

Use authentic, visual content

Consumers today can quickly spot the difference between generic and visual advertising. User-generated content (UGC), is the new best friend of your brand.

It can have a huge impact on purchasing decisions by including authentic content from customers within a product page. This gives customers a more accurate view of a product on someone they know. It can encourage them to save money, buy the product, or save it for later.

Test, optimize, repeat!

It is not enough to make guesswork about the design, text, imagery, promotion offer or other campaign variants that will work.

You must test the performance and effectiveness of each variable after you launch your personal campaigns. Next, you can optimize them according what is working. This will allow you to understand your customers’ motivations and help you determine how best to serve them.


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