Why Customer Experience In Your E-commerce Business Sucks
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Why Customer Experience In Your E-commerce Business Sucks

91%… That’s the percentage of customers who will not do business with you again because of a poor customer experience. And I can keep rolling out the numbers to prove how important customer experience is.

Right now, if you’re looking for the latest Apple product or any Apple product for that matter, there are now hundreds if not thousands of websites you can visit to buy them. It’s the same for just about any product you can think of. So a factor like price isn’t even so important anymore because according to recent research by Capgemini, 8 in 10 customers are willing to pay more for better customer experience.

And you know the worst part? You may think you’re doing well, but your customers likely don’t agree with your assertion. According to Bain, 80% of companies say they deliver superior customer service, but only 8% of people think these companies deliver superior customer service.

Why exactly does customer experience suck for your ecommerce business? Consider the following factors.

  1. Poor site performance and usability 

    For a physical store, shoppers thrive when products are clearly labeled and grouped according to type. Your online store shouldn’t be any different.Shoppers could fall into any of the following categories:

  • People who know what they want
  • People who need help with the filters, tags, or categories
  • People who are just browsing and not ready to buy

Make product search possible, and ensure your site’s tags, categories, and filters are well-sorted out.

Most visitors expect your site to load in less than three seconds, and customer satisfaction drops 7% for each second your site fails to load. Amazon found that there was a 1% decrease in sales for every 100 milliseconds of page load time on their site. Site speed isn’t vital only for big brands like Amazon, it’s vital for small ecommerce businesses like yours too.

Ensure that you take care of your site’s broken links, shopping cart errors, and other similar errors. Most customers will not put up with it because they can easily go elsewhere if your site frustrates them.

  1. Wrong Choice of eCommerce Platform 

    Contrary to the saying that “a poor workman blames his tools,” sometimes a good workman’s job is affected by poor tools. Someone running an ecommerce business may decide and plan to provide an excellent customer experience, but is hampered by their choice of ecommerce platform.In an earlier post on how to choose the right ecommerce platform, I mentioned that your choice can be influenced by the following features:

  • Load time
  • Mobile performance
  • SEO performance
  • Security features
  • Multi-user capabilities
  • Advanced payment options
  • Integrations

This excellent infographic from the folks at Lodlois provides an excellent side-by-side comparison of the top five ecommerce platforms.

Carefully consider your options. Then choose wisely. Your customers will thank you for it.

  1. Terrible Personalization75% of consumers

    like it when brands personalize their messaging and offerings. Additionally, 74% of users become frustrated when content such as offers, ads, and promotions isn’t relevant to them.Forget about statistics for a moment. How would you feel if you’re searching for or trying to buy a child’s boots but you’re getting recommendations to buy a pocket knife? Yes, 74% of online shoppers feel that way too.

    There are several ways incorporate personalization into your online store. These include but are not limited to:

  • Messages based on customer behavior such as their previous purchases or abandoning a basket
  • Recommendations based on other customers’ behavior (Often uses phrases like: “People who bought this also liked…”)
  • Recommendations based on the customer’s feedback, for example one gotten from a survey
  • Offers based on personal information like a birthday
  • Recommendations and offers using real-time data like location or time

Like I mentioned, these are just to give you ideas. You are only limited by your own imagination and whatever data you have available to work with. Also, apart from enhancing customer experience, personalization increases conversion rates, average order value, and average customer lifetime value.

In other words, you’re likely to make more money from satisfied customers, but that goes without saying.

Wrapping up

There are endless ways of improving customer experience in your ecommerce business. Apart from the suggestions listed here, you can check to see what other businesses are doing and copy what’s working for them. Also, let your customers provide feedback through surveys.

If you do all this, not only will your customers benefit, but you will benefit immensely too.

Jyoti Agrawal

Jyoti AgrawalVerified account

Featured Columnist at CEOWORLD magazine
Jyoti is a business blogger who encourages young entrepreneurs to take risks and turn their dreams into realities. She writes about global entrepreneurial events for Entreprenuer, HuffingtonPost, Tech, and other publications.
Jyoti Agrawal

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Jyoti is a business blogger who encourages young entrepreneurs to take risks and turn their dreams into realities. She writes about global entrepreneurial events for Entreprenuer, HuffingtonPost, Tech, and other publications.