Customer experience is one of the growing elements of business strategy that plays a great role in the success of a business. If you are running an eCommerce platform, customer experience needs to be at the center of your strategies. As Augie Ray, VP of Customer Experience at Gartner, says, “True CX means putting the customer at the center of our efforts and measuring impact not just in dollars and cents for your brand but truly in terms of how the customer is benefited. You can find so-called CX efforts everywhere, nowadays, but actual customer-centric decision-making is sadly hard to find.”
But how can you ensure that you optimize the experience for your customers? First, you should understand that customer experience happens by design, proper and adequate planning, and adequate investing. It does not happen by accident. Your customers want to have a flawless shopping experience.
It is not always about the price or the product quality. Sometimes, customers’ experience supersedes these two elements. A Walker study reveals that customer experience is set to overtake both product and price as the key brand differentiator. This article explains how best you can ensure that your online shoppers have a perfect experience. Let us start by understanding what the customer experience is.
What Is Customer Experience?
Customer Experience, usually abbreviated as CX, refers to the impression that your customers have of your brand. It is all about the perception that your customers have in regards to how your company treats them. The impression will have a long-term effect on customers’ behavior and contribute significantly to building customer loyalty. Positive customer experience will significantly contribute to business success, while negative customer experience can cause business failures.
It is important to ensure that your customers have an excellent experience throughout their shopping journey. From the time when they first visit your site to the time when they decide to pay for your products, everything should be perfect. Let us have a look at the best tips to improve your customer experience.
1. Create Quality Content
The quality of your written content speaks volumes to your customers. Customers can easily know if you are legitimate and genuine by looking at the quality of your content. Poorly structured content with grammatical errors and spelling mistakes will drive away customers. Quality websites invest in content creation. They have captivating content that will keep the customers glued to their devices and keep them coming for more.
You must create quality content that all people can understand. It would be best if you used simple language that all website visitors can easily understand. You can hire content creators to do the work for you. You should also invest in editing and proofreading to ensure that your content is of the highest possible quality and standards. The reason for investing in quality content creation is to make it easy for users to comprehend your content. Users who find it easy to comprehend your content will keep on coming for more and possibly convert to long-lasting customers.
2. Curate Mobile-Friendly Websites
Statista now reveals that 52% of traffic originates from mobile websites. More people prefer using mobile devices to shop online and not PCs and laptops like before. If you do not have a mobile-friendly website, know that you are missing out a lot as far as traffic is concerned.
Users find websites that are not mobile-friendly to be so much inconveniencing. 61% of online shoppers now say that they are more likely to buy from a mobile-friendly website. Creating a mobile-friendly website allows your customers to use their mobile devices, which they find more convenient, to browse through your website.
3. Safeguard Your Customers from Security Threats
Cybersecurity presents you with a golden opportunity to improve customer experience. Cybersecurity and CX appear to be what I might call “the oddest of couples.” A close look at the two, and you will discover their remarkable relationship. Whereas cybersecurity is concerned with keeping the customer safe, CX is concerned with keeping your customers happy. Safe and happy is an incredible combination.
Suppose you can protect your customers from the many cyber breaches rampaging the internet streets. In that case, you will create a positive user experience, one that can help you gain a competitive advantage. To protect your customers from security threats, you will first need to define the entire customer journey. You must establish all contact points throughout the customers’ journey- that is, before, during, and after a transaction. All these touchpoints are vulnerable to cyberattacks and should be secured using SSL certificates. The SSL certificate will help to encrypt customers’ sensitive data as it travels between connections.
With the SSL certificate, intruders will be kept at bay. Your customers will have a smooth shopping experience without having to worry about insecurity threats. Things have been made easy by Wildcard SSL certificates. You do not have to worry about the cost of acquiring separate single-domain SSL certificates for your eCommerce website.
Just one Wildcard SSL certificate will be enough to provide the highest encryption levels to your main domain and an unlimited number of first-level subdomains. Your customers need confidence when browsing through your website. Nothing gives your customers worry like the thought of being insecure. You have to show your customers that your website is safe. All you need is an SSL certificate, and you will be done. Security plays a great role in improving the customer experience.
4. Improve Your Loading Speeds
Website speeds have a great significance to customer experience and website revenues at large. Websites that load faster have positive CX, while those that take too long to load will have negative CX. Faster loading speeds are also associated with high bounce rates. High bounce rates are just proof that your customers are not having a great experience with your website.
To improve customer experience, you must start thinking about improving your website speeds. Here are some insights that can help you increase your load speeds
- Reducing the number of HTTP requests that your website makes.
- Reduce the response time of your servers.
5. Up Your Social Media Game
Social media presence is slowly emerging as a critical tool of customer experience. Integrating social media in your customer experience strategy is something you need to start giving a thought to. Nowadays, the customer journey is no longer as linear as it used to be. Long gone are the days when customers will be moved from awareness to purchase. Today, social media platforms dominate, and customers want to acquire brand information on social media platforms.
Social media platforms act as avenues where customers can seek recommendations and reviews about a product before going ahead and buying the product. Customers can also use social media platforms to confirm if your business is genuine. If you want to improve user experience, you better start thinking about creating social media accounts such as Facebook, LinkedIn, and Twitter.
6. Personalize customer experience
Today, almost everything is all about personalization. The best way to appreciate the diversification of this world is by personalizing your content marketing strategies and your shopping experience. Different people have different needs and characteristics. Generalization might be a bad idea.
Up to now, email marketing is one element that is fully adopting personalization. Through cold email, most ventures have been able to convert mere email recipients to long-term customers. However, we should not only limit personalization to emails. Rather, we need to personalize each customers’ shopping experience. For instance, you can use recommendation engines to give recommendations to your customers based on their previous searches. This will be better than bothering your customers with recommendations of products they are not interested in.
7. Follow Impactful Content Marketing Strategies
The main purpose of Content marketing is to provide solutions to your customers’ problems. Therefore, incorporating blog posts, interviews, product descriptions and tips, videos, and infographics can greatly impact helping your customers solve their problems.
For instance, let’s say you are running a website that sells Wildcard SSL certificates; you can run blog posts on some of the cheap Wildcard SSL certificates that your customers can go for. You can also provide video tutorials on how your customers can install an SSL certificate. Such impactful content will help a lot in improving the customer experience.
8. Surprise Your Customers
Online shoppers like surprises. Introducing surprises during your customers’ shopping journey will make them keep coming for more. For instance, you can offer them gifts or free shipping. Doing so will help your customers complete purchases and turn them into long-lasting customers. They will also spread the word about your services hence help to market your eCommerce store.
#9. Have Clear Contact Information on Your Website
Customers who experience problems with your website or want clarifications or inquiries about your products will contact you directly. Having working contact information will help them reach out to you for help. If you do not have contact information or have contact information that is not working, your customers will not reach out to you, which will affect their experience. Some contact information you should have on your website includes your phone contacts, email address, and physical location.
The fierce competition between eCommerce stores has saturated the product features and pricing elements. Customers are no longer solely attracted by cheap product prices. Today, customer experience matters a lot. You can ensure utmost security for your chosen primary domain and multiple first-level subdomains by buying and installing cheap wildcard SSL certificates available with reliable SSL providers such as SSL2BUY, ClickSSL, etc. You need it to stay ahead of your competitors. In this article, I have explained nine effective tips that you can put in place to improve customer experience.