In e-commerce, the online shopping experience or customer experience is the name given to the perceptions spontaneously acquired by consumers as they interact and buy products in a digital business like yours.
These perceptions can refer to the degree of usability of the virtual store, the speed and quality of delivery and the quality of the product, for example. In addition, they can also refer to the security of the store, the means of payment and the content, among other things.
In general, when the shopping experience is fast, safe, convenient, useful and friendly, it is considered good. But when she is slow, annoying, insecure, difficult and deceitful, then she is considered bad.
A bad shopping experience drives consumers away while a good shopping experience draws them in. Therefore, you must do everything, every day, to improve this factor in your e-commerce. In this way it will be possible to increase your sales and grow.
IMPORTANCE OF OPTIMIZING THE ONLINE SHOPPING EXPERIENCE
One of the priorities in e-commerce is optimizing the shopping experience. To give you an idea, according to Super Office, cited by the Techjury blog , it's possible to double your profit in 36 months if you improve the customer experience in your business to a satisfactory level.
In addition, a good shopping experience provides:
Guidance for purchasing decisions:
- 73% of customers agree that customer experience helps guide their purchasing decisions, according to PWC cited by Techjury.
Higher spend per customer:
- 140% more spend per customer is what can lead to a good shopping experience, according to Deloitte cited by Techjury.
More credibility based on reviews:
- 60% of customers say they trust reviews from friends, family and other customers, according to HubSpot cited by Techjury blog.
Less losses to the competition:
- 89% of consumers switched to a competitor after a poor shopping experience with a brand, according to Lumoa cited by Techjury.
Greater loyalty:
- 87% of customers would return to make another purchase from a brand if their past experiences were recorded as good, according to Experience Matters cited by Techjury.
And that's not all. It is also worth mentioning that companies that focus on good service and a good customer experience have employees 1,5 times more engaged than those that do not, according to Experience Matters cited by Techjury. For these and others, it is worth optimizing this aspect in your e-commerce.
HOW TO OPTIMIZE THE SHOPPING EXPERIENCE?
Customer experience is intrinsically linked to factors such as service, delivery and after sales. In addition, it covers the usability, security and UX Design of the online store. It also concerns checkout and e-commerce content, among other things.
All these factors must be optimized daily. You should make small but constant improvements daily. In the long run, these small improvements will make a big difference for the better.
To improve customer service, for example, invest in staff training. Integrate a humanized chat app, AI-powered chat, or both into your online store. Work with messaging apps like WhatsApp. Integrate the VTEX Telesales Toolbar.
To optimize the usability and UX design of your online store, use tools like Google Optimize , Hotjar, and Microsoft Clarity. Conduct A/B testing and heatmap analysis to identify areas for improvement and work on them.
Also improve the content of your online store and e-commerce blog. Clear and complete information improves the shopping experience at all stages of the sales funnel . Also use inbound marketing tools like RD Station.
Finally, to optimize the shopping experience in every way, set goals for improvement through KPIs. Quantify your results, get insights and apply them as soon as possible. The success of your business depends on it.
As soon as you can, click on " Repeat order " and learn how this feature improves the customer experience in the online store.
