6 do’s and don’ts for a positive customer experience

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What is the best way to ensure that your customers will come back to your online store over and over again? By making sure that they have a great experience every time they visit, of course!

Easier said than done, we know. But there is a world of benefits to be gained for investing the time and effort. eCommerce businesses that have strategies for improving customer experience report even up to an 80% increase in their revenue. Not bad, right?

While there’s no single standard roadmap to follow in the quest to create a great customer experience, there are some proven ways that work as well as other methods that don’t. We’ve put together six strategies — three to follow and three to avoid — for creating a positive customer experience to help you along the way. Let’s take a look at the don’ts first.

Edrone Nethone positive customer experience

A good start to ensure a positive customer experience? Don’t force users to register on your site

While there is no specific order for this list, the need for a guest checkout should be your number one priority if a positive customer experience is what you’re after. Not only does it help you improve the overall customer experience, but it can also result in a 45% increase in conversions!

While we can all appreciate the burning need for lead generation and contact information collection, all that matters at the end of the day is the sale. Allow users to complete their purchase without any required sign-ups or logins. If they like your product they will come back and register on their own. And if they never return - what’s the use of their email address anyway?

Don’t overcomplicate the purchase process

In fact, if you want to keep your eCommerce customers satisfied, you should double your efforts in creating a smooth and minimally demanding shopping experience. Going from I see that to I want that to I bought that should be as easy as possible.

As such, adding a bunch of irrelevant forms asking for personal information doesn’t help and only leads to a growing sense of frustration that can eventually cost you a sale. Instead, once the user is headed for the checkout, ask for the following:

  • Their email address (to send the confirmation email)
  • Their name (but only in case you are planning to use it for remarketing)
  • Their shipping details (offering several pick-up options would also help you improve your eCommerce customer experience)
  • Billing information (for payment)

That’s it.

Don’t keep them waiting

One of the easiest strategies for keeping your customers satisfied is to ensure that you haven’t left them unattended. Whether it is the instant purchase confirmation that you send out via automation software, a chatbot that picks up your support team’s slack 24/7, or even a timely shipment - timing is the key to creating a positive customer experience.

And with that, let’s move on to some of the things you should be doing in order to improve your clients’ experience with your store.

Send personalized messages

It is reported that 80% of buyers are more likely to shop at a company that offers a personalized experience, especially in eCommerce. So, it’s time to put cookies to good use and start gathering invaluable information on your customers.

That’s right, personalization goes beyond inserting your client’s first name in the next transactional email you send them. Instead, it encourages you to analyze their shopping behavior, offer selected products based on their previous purchases, provide personalized discounts, and do whatever else it takes to create a truly authentic positive customer experience.

Encourage feedback

People like it when they feel that their opinion is appreciated. More importantly, 9 out of 10 shoppers rely on a review before committing to a purchase. That’s why, by encouraging your audience to leave ratings and reviews for your products, not only do you increase the chance of sale, but also significantly improve the customer experience.

It’s important to remember that in order to keep your clients satisfied it is not enough to ask for feedback. You need to act on it. This way, you’ll be able to prove to them that your eCommerce really cares about its customers. Make it easy for customers to leave reviews and ask for them in emails sent after they make a purchase.

Offer free shipping (or make shipping terms transparent)

Finally, there’s nothing that works better for ensuring a positive customer experience than openly stating that you are saving their money. And the best way to do just that is by providing free shipping - this works like magic and makes 73% of shoppers more likely to complete the purchase.

We know that it’s not always possible to offer free shipping to every customer for every order and in those cases, it’s important to make it clear what the shipping costs will be. Unwelcome surprises at the checkout page are a major reason behind cart abandonment.

There’s no excuse to hinder the customer experience

There are plenty of things you can start doing right now in order to improve your customer experience. Of course, there are many more strategies you could try, but the six we presented here are proven for their effectiveness and relatively low effort to implement. Follow this advice to keep your customers happy and your revenue high!

edrone is a sales and marketing platform dedicated to the needs of eCommerce. From leveraging customer data to automating engagement to driving conversions, edrone offers all the tools you need to take your online store to the next level.

Nethone and Edrone actively support eCommerce merchants providing the highest quality frictionless experience for stores operating in online channels.


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