ECommerce Customer Experience: The Key to Staying Competitive
Providing a high-quality eCommerce customer experience can have a real impact on your business, as 65% of U.S. customers find that a positive experience with a brand is more influential than great advertising. It's no longer enough to offer a great product. Customers expect a seamless and engaging experience from the moment they discover your brand to long after they've made a purchase.
When it comes to providing an exceptional eCommerce customer experience, there are several factors to consider. We’re breaking down the steps you need to take to maximize loyalty, trust and revenue for your business.
What is the eCommerce customer experience?
The eCommerce customer experience is any interaction a customer has with your brand online. From navigating your website to purchasing and receiving support, each touchpoint plays a vital role in how customers perceive your business. It's about creating a holistic interaction that exceeds customer expectations. But why does this matter? In today's competitive market, a superior customer experience can lead to increased customer loyalty, higher conversion rates, and greater revenue.
The key elements of an effective eCommerce customer experience:
Website design & usability
Product descriptions
Personalization
Checkout process & payment options
Shipping & delivery options
Customer service
Post-purchase communication
Reviews & ratings
Return policy
Omni-channel experience
Why the eCommerce customer experience is important
Customer experience is a measurable factor that impacts your bottom line. According to PwC, 73% of customers say a good experience is a key factor in their purchasing decisions, influencing their brand loyalties. This underscores the importance of investing in customer experience as a strategic business priority.
To successfully provide a great customer experience, eCommerce businesses should pay attention to every detail of the customer journey, from the usability of your website to the tone of your customer service interactions. By doing so, you can identify opportunities for improvement, which can translate to improved trust and repeat business.
How to measure eCommerce customer experience
Identifying key KPI’s to measure the eCommerce customer experience is key to making impactful improvements. These KPI’s can help your business make informed decisions about your offerings and services, and ultimately drive growth.
Some of the key metrics to track include:
Net Promoter Score (NPS): The NPS asks customers to rate how likely they are to recommend your brand to others on a scale, typically from 0 to 10.
Customer Satisfaction Score (CSAT): The CSAT is obtained by asking customers to rate their experience with a specific interaction or transaction.
Customer Effort Score (CES): The CES helps identify areas where processes can be streamlined by asking customers to rate the ease of navigating the eCommerce site.
You can also track how customers interact with your business by analyzing their purchase patterns and history. Some of these KPI’s include:
Conversion Rate: This measures the percentage of visitors to your website who make a purchase, providing insights into the efficiency of your sales funnel.
Churn Rate: This indicates the percentage of customers who stop doing business with you over a certain period.
Average Order Value (AOV): The average order value shows how much the average customer spends with your business.
Customer Retention Rate: This KPI tracks the percentage of repeat customers over time.
Nine ways to improve your eCommerce customer experience
Improving your eCommerce customer experience is an ongoing process that requires effective planning and execution strategy. Here are nine practical strategies to get you started:
Streamline Website Navigation: Ensure your website is easy to use, with clear categories, so customers can easily find what they're looking for.
Provide Accurate Product Information: Having complete and accurate product data enhances customer satisfaction. In fact, 20% of buyers fail to complete a purchase because of incomplete product description. When customers know exactly what they're purchasing, it reduces uncertainty and increases trust. One way to do this is by using Mirakl Catalog Platform which seamlessly integrates and unifies product information across categories.
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3. Optimize for Mobile: Don’t forget about the mobile eCommerce customer experience. In the second quarter of 2024, smartphones accounted for over three-quarters of retail site visits in the United States and generated roughly two-thirds of online shopping orders.
4. Offer Personalized Recommendations: Use data to suggest products based on past purchases or browsing history. Personalization can significantly boost sales and customer satisfaction. One way to do this is by leveraging a retail media solution to provide tailored content and advertisements that resonate with individual shoppers.
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5. Ensure Fast and Reliable Delivery: Delivery delays can tarnish an otherwise excellent customer experience. Aim for quick shipping and communicate proactively about any issues. To streamline this process, you can opt for a platform like Mirakl Delivery Manager, which helps eCommerce businesses meet their delivery commitments with real-time order tracking and operational insights.
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6. Facilitate Easy Returns: A customer-friendly return policy can ease purchase anxiety and encourage conversions. With an average return rate of 17.6% for online sales in 2023, eCommerce businesses should not overlook this touchpoint in the customer experience.
7. Engage with Customers on Social Media: Use platforms like Instagram, Facebook, and TikTok to connect, gather feedback, and build community. This is also a great way to get customers excited about upcoming product launches and events.
8. Leverage Customer Reviews and Testimonials: Displaying honest reviews builds credibility and offers valuable insights for improvement. This strategy can also create a sense of community among customers, making them feel valued and heard.
9. Invest in Customer Support: Offer multiple contact options and train your team to resolve issues promptly and professionally. For example, hiring skilled customer support specialists to assist customers via phone, email, and virtual chat rooms can enhance personal connections with customers through digital channels.
Unowned inventory strategies for eCommerce customer experience
Expanding your inventory through unowned strategies like marketplace and dropship can enhance the customer experience by offering a wider variety of products without the burden of managing physical stock.
A marketplace model allows you to offer products from multiple vendors, to increase product assortment and cater to diverse customer needs. Marketplace platforms provide a seamless customer experience where shoppers can find everything in one place.
Dropship involves partnering with suppliers who ship products directly to customers. This strategy reduces overhead costs and allows you to offer more products without the risk of unsold stock. It also enables rapid scaling to meet demand without the logistical headaches of traditional inventory management.
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Retail media for eCommerce customer experience
Brands that excel in personalization are 71% more likely to report improved customer loyalty and 48% more likely to surpass their revenue goals compared to those with low personalization maturity. One way to replicate this success is with retail media. Retail media, particularly when personalized, can significantly enhance the eCommerce customer experience by delivering tailored content and advertisements to individual shoppers.
Mirakl Ads offers a simple route to success with retail media. This solution enables businesses to drive engagement with personalized product ads across their marketplace platform. By leveraging AI, Mirakl Ads can deliver timely, contextual advertisements that meet the unique preferences of each customer, enhancing both satisfaction and conversion rates.
Enhancing the customer experience through consistency
Research indicates 46% average growth in gross merchandise sales observed in 2023 compared to 2022, as more customers opt to shop via an online marketplace. Madewell adopted a marketplace model to expand product offerings while maintaining a consistent brand experience. With the successful integration of third-party sellers into their marketplace, Madewell has crafted a seamless shopping experience that resonates with their customers.
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Their VP of Merchandising shared that one of Madewell’s top priorities is maintaining a seamless and consistent customer experience across their platform. “The goal is to make it feel seamless for the customer, have it be a natural part of the journey, and have it be part of the world of Madewell,” said Herget.
This approach strengthens brand loyalty and enhances customer satisfaction, even as they introduce new product categories. Striking a balance between expansion and consistency is crucial for building trust and delivering value—a cornerstone of a superior eCommerce customer experience.
Enhance your eCommerce customer experience with Mirakl
By focusing on strategies that prioritize customer needs you can create a compelling eCommerce experience that drives loyalty and growth. For businesses looking to implement strategies from seamless navigation to responsive customer service, consider exploring tools from Mirakl's suite of solutions, which offer advanced features tailored to enhance your eCommerce operations. Contact Mirakl to begin improving your eCommerce customer experience today.
