How to give your E-commerce customers a 5-STAR experience
What is the most integral part of a business?
It does not take a businessman to know that it’s your customer. And that has been true since the dawn of businesses and long before e-commerce was even a thing.
All along the line, if there has been one thing static, it is customer experience and its influence on the growth of your business.
But what exactly does customer experience mean? Is it really that important? How can you ensure that your customers experience a satisfactory time on your website?
Let’s get to it.
What is Customer Experience?
In the simplest words, customer experience in an e-commerce platform is how your customer feels about his journey from your website to the end of the transaction. Needless to say, your target is to ensure an amazingly good customer experience.
It involves smooth browsing, a safe checkout, and of course, on-time delivery of quality products. A happy customer is more likely to become a loyal one.
What Makes A Wholesome Customer Experience?
The most important factor that influences your customer is, obviously, the quality of the product that you offer. A close second would be a safe transaction. No one wants to make a payment on a platform that looks ‘shady’.
In addition, when you sell something online, you can’t give your customer the personal attention that he would get if he were to walk into a traditional store. To compensate for that, you can make personalized gestures honoring bulk orders and offering special stock for festive occasions. At the same time, ensure easy browsing through relevant keywords and proper filters.
How Can You Ensure A Good Customer Experience?
1. Design & Development
How does a customer land on your website? Through an advertisement or through a reference or because of your reputation. So, make sure that your landing page has the qualities that deliver the promises made in the advertisement; make sure that the page lives up to the reputation of the reference.
To make the right first impression, you need two things – a fast loading page, a design that ‘welcomes’. The development team at Exinent can ensure that your Magento store website load within a few seconds. The design should be such that it guides you to your next step smoothly with properly positioned CTA buttons. A landing page should not look like screaming advertisement scams.
Say you Googled for “last night sports results” and it shows you a piece of news from last year or shows an advertisement of beauty products. How would you feel?
Now, if your customer searches for, say, a helmet and your website shows results of shoes, how would he feel? Or maybe the result shows helmets but also includes helmet-printed t-shirts, or helmet keychains or a wallpaper of a sportsperson wearing a helmet. In this case, while the relevant result is displayed, it still is cumbersome for your customer to select the right product from the cluster.
So, there are two things you need to optimize – keywords & filters. Relevant keywords will make searching easy and good filters will help them pin down the exact product that they were looking for.
3. Product Description
Many merchants limit their product description to product specifications only. The idea is that a rational person only needs hardcore details to make a decision. But what every businessman must understand is that no matter how smart a person is, emotions always get the better of him which is generally backed up with logical reasoning.
This is why a wise merchant crafts his product descriptions in a fashion that represents the belief and lifestyle of his target customer. Your customer will feel more at home if they can relate to the product description.
4. Added Guidelines
How many times have you seen a product, say a phone cover, and wondered how it would look on your phone and in your hand?
It often happens that even if we like the product on its own, we are doubtful if it would look good on a set or if it would suit your personality. Note, your online customer is going through the same dilemma. You can ease his selection through a size guide or contextualized photos or setting them up with related products. In fact, this way you will not only achieve good customer experience but also it may instantly increase your sales if your customers purchase your recommended set.
In addition, you can also plan for a chat box and grievance platform to communicate with your buyers on a more personal level. However, if you do opt for this feature, make sure that you use this feature actively.
5. Personalized Discounts
One very significant difference between an online store and a traditional store is that in an online store, the personal ‘touch’ is unavailable. You cannot greet your customer with a warm smile every time he visits your website. There can’t be any friendly negotiatory conversation (which undeniably has its own charms).
You can’t really compensate for that but you still can make small gestures to connect with your customers on a personal level. For example, you can offer some store credit the first time they make a transaction or you can give them a discount on bulk orders. Even better, surprise them with a birthday discount or personalized merchandise once in a while. Another good way to make a personal connection with your customers is to restock your store during festivals with festive merchandise.
6. Safe Checkout
Reflect on your exit pages. Do your customers bounce off right before they make a transaction? There may be two reasons behind it – your payment gateway is ‘faulty’ or you do not have a convenient payment option. The choice is simple here – patch your payment gateway with safety rules and give more payment options to your customers like, credit card, pay on delivery, EMI facilities. Once the order is successfully placed, sent your buyer an email confirming the same. If you want to ensure safe transactions, our team at Exinent can help you achieve the highest level of security through your Magento store.
Nothing assures loyalty more than the quality of your product. Marketing can help you get exposure, design can make your customers comfortable and payment safety will keep your customers happy. But the most crucial factor is giving your customers a positive experience is the quality of your product. It is the quality of the product that builds trust. Trust encourages loyalty and loyalty gives birth to a brand.
A dip in marketing or your website performance can be compensated, but once if there’s a dip in quality, the trust is broken and it is the hardest thing to rebuild, if at all. Hence, always ensure that the quality of your products is steady.
8. Returns & Refunds
Your products may not always suit your customer the best. They may require a different size or color or something entirely different. Honor the requirement of your customer and give them a window to that allows exchanges and returns. Prompt refunds immediately if any incorrect or damaged goods are delivered. This will convey to your customer that you are at their service, that you honor their choices, that you acknowledge your mistakes and take responsibility for those. Show them that your business is not like millions of other cyber rip-offs; it’s a place where they can shop at ease.
Building a good customer experience is not a one-day job; it’s not a one time job – it is a constant effort that involves each member within your business. It needs to be planned and executed at every level of your business. It is a cumulative effort of giving your customer a holistic experience even before the sale and long after it’s done.