You’ve heard the phrase “the customer is always right”, but when it comes to your online store, the customer doesn’t always tell you what they’re thinking or feeling when considering a purchase.
When a potential customer visits your store, you don’t see their facial expressions, body language and you certainly don’t see them leave. It’s also much harder to gain feedback from these potential customers because they’re unlikely to come back.
So when it comes to keeping potential customers happy and enjoying your online store, your ecommerce customer experience must be a top priority.
In this article, we’ll delve into what ecommerce customer experience is, why it’s important and some of our favourite tips to help you improve yours.
What is ecommerce customer experience?
Ecommerce customer experience put simply, is what your customers experience on and off your online store.
For example, when visiting your online store, a customer will experience your website by clicking on links, looking at products, and potentially buying from you. How they go about this is usually dictated by your website design, navigation, features, and more. Essentially, like a brick and mortar store, you create an experience that guides a potential customer to the checkout.
This also includes the experience you give potential customers away from your online store. From your social media posts to your customer emails. All of which contribute to your customer’s experience.
Why is customer experience important?
Customer experience is important because it allows your online store to become more than just a place to buy something. Instead, it’s an enjoyable experience which will encourage customers to come back. Better yet, if your ecommerce customer experience is good enough, they may even tell their friends about it.
By eliminating things that would give your customer a bad experience, you’re removing the barriers that might be holding someone back from making a purchase. Barriers like:
- Poor checkout experience
- Confusing navigation
- Lack of product information
- Few or no contact options
Essentially, you’re making the best experience possible for your customer so not only do they come back to buy more, but they bring their friends with them too.
How can you improve your ecommerce customer experience?
The experience you give your customers is a huge and complicated topic which could encompass many different aspects of your overall brand experience. Below are 5 of our favourite, some of which you can amend quickly and easily with the right plugins.
Make sure your store is user-friendly
There’s nothing more discouraging than an online store which is hard to navigate and even more difficult to purchase from.
When it comes to creating a user-friendly website, customers benefit from simple and obvious navigation (your menu, links, buttons etc) and clean design.
Think about your website in terms of your customer’s journey. When they land on your site, where do you want them to go next, how do you want them to get there? Design elements like clear buttons, calls to action and visual indicators will help your customer by giving them a nudge in the right direction.
Think about it like a brick and mortar store. In order to help customers find what they’re looking for, the shop will have signposts, visual indicators and even markings on the floor to help them navigate. Apply the same logic to your store and create a simple yet enjoyable experience for your customers.
If you need help checking to see if your site is user-friendly enough, services like Userbrain can help you test your website on real people and get genuine feedback.
Improve your account pages
When it comes to good ecommerce customer experience, it’s easy to forget your customer after they’ve parted with their money. But it’s this part of the journey that will help you encourage loyalty with your existing customers and keep them coming back. The account page is one of those places that can easily be left neglected.
If you’re selling something that requires a little more information giving to the customer after their purchase, then the account area could be a great place to add this. The information would then be easily accessible, instead of them having to jump through hoops just to get the information they need.
In the example above, a phone purchase came with a user guide which can be found by clicking the extra tab in the account page. This can easily be created with our plugin, WooCommerce Account Pages.
Customise your account pages
If you’ve been looking for a way to add a new page or tab to the My Account area in WooCommerce, then WooCommerce Account Pages is for you.
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Keep them coming back with wishlists
Sometimes, a customer will visit your site, like what they see but decide not to make a purchase. The reason for this can vary but could be because:
- They may not be ready to make a commitment
- They might not have the money right now
- They might feel the need to do more research
These situations are hard to control. Without actual contact with a potential customer, they may decide to leave your site and never return.
You can reduce the odds of this happening, and allow customers to stay connected with you, but adding wishlists to your online store.
What’s more, adding wishlists to your online store also has the following benefits:
- You can reach more people as they share their lists with friends and family
- It creates a connection to your site for ‘special occasions’ like weddings, birthdays or Christmas
- The wishlist will help you gauge the popularity of your store’s items
To save time, you can add wishlists to your WooCommerce store with our plugin, Wishlists for WooCommerce.
Start your 14-day free wishlists trial
There's nothing to lose. You can start your free trial right now and instantly capture the interest of potentially missed customers.
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Keep them connected to you
The value of creating genuinely helpful content for your customers is becoming more apparent as marketing trends change. In order to stay relevant and useful in the eyes of your customer, you can create valuable blog posts, videos, or podcast episodes to keep them connected to your brand.
Your ecommerce customer experience goes beyond the purchasing experience. Customers want to have a relationship with businesses and receive from them more than just the item they purchased. This can be anything from:
- Free tips/advice using your expertise
- Empathy or connection to your brand’s story
- Insight into the fun and human side of your business
- Connection to your business ethos
By creating this content and connecting with your audience in a new way, you ensure customers don’t see you as another faceless brand. But instead, they see you as a company with values, backed by people and gives back to their customers.
Creating a great ecommerce customer experience is an art form, making it work for you and your business can be as detailed or as simple as you want to make it. We’ve shared some of our favourite tips in this article, but we’d love to hear yours. Leave them in the comments below.