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BizReport : Ecommerce archives : July 23, 2015


Top 4 tips to improve customer experience

Shoppers can have more connection with their favorite brands now than at any time in history. They can go into stores, click through emails to targeted landing pages, check in with brands on social media and browse online stores while waiting at the doctor's office. But all that connection doesn't help if the online experience isn't good.

by Kristina Knight

Here are 4 tips to improve the online customer experience.

First, familiarity is key.

"Even with all the cutting-edge designs, retailers should endeavor to use patterns that are familiar to their users. In other words, visitors are constantly learning from their experiences, even if they're often not aware of this process. When visitors learn from their online environments, they expect consistency based on previous experiences. Inconsistencies can lead to confusion, frustration and anger," said Tal Schwartz, CEO, ClickTale.

Second, give maximum flexibility & personalization.

"By identifying the behavior patterns and understanding the psychological needs of each personality type of online user, retailers can proactively create personalized experiences, leading to higher engagement and resulting in more sales and checked-out carts," said Schwartz. "For example, offering someone who often uses wish lists a discount on one of the selected items, or for a brand-oriented visitor who tends to be an impulse buyer, the retailer should use colorful and captivating images as an emotional trigger."

Third, keep up the association path and ensure the visitor has a non-stop flow.

"This is especially important for browsing visitors, where the brand owner can have the most influence. An example of this is to place related stories or "frequently bought together" recommendations, all of which lead to higher engagement," said Schwartz.

Fourth, understand the differences between desktop and mobile visitors.

"Just having a mobile website fit into the screen and look nice doesn't necessarily make it the right experience for the mobile user. Try to make it a better fit for the mobile visitor by showing contact information first, how to find a nearby store, and other things that you might not highlight as clearly for desktop users," said Schwartz.






Image via Shutterstock

Tags: ClickTale, customer experience, ecommerce, ecommerce trends, mcommerce, mcommerce trends, mobile marketing








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