The e-commerce industry is growing fast. With a repeated 23% annual growth rate and expectations that 95% of all purchases will be made through eCommerce in 2040, it’s clear that this industry isn’t just here to stay but here to take over the consumer marketplace.
As more and more companies move to this sector, e-commerce businesses must learn to be more competitive, cutting edge, and forward-thinking. And one of the best ways to do this is by investing in customer experience.
What does customer experience actually mean?
On e-commerce platforms like Shopify, the customer experience refers to the aggregated experiences each customer has while going through the entirety of your customer journey.
Or, put more plainly, the customer experience encompasses everything between the first ad, mention, or exposure to your brand that a person has and the arrival of your product at their home.
To help you create the unique scope of your customer experience, you need to break it down into three core phases.
The pre-purchase phase
The pre-purchase phase begins when a person first becomes aware of your brand.
Depending on your business, this exposure could come from an online ad, a physical product found at a retail store, word-of-mouth, or another marketing channel.
There are a few factors you want to consider when optimising the pre-purchase phase.
- What is the primary channel that customers are using to discover your brand? You can measure this with surveys and marketing tools that provide data insights into your marketing performance.
- Consider if the primary channels that customers are using to discover your brand are right for your business. For instance, if you find that your most effective channel is word-of-mouth but know that it should be online advertising, it’s time to re-examine your online advertising efforts.
- How effective are your initial exposure channels? Do they have a meaningful impact on your Shopify customer experience? Is your advertising teaching potential customers about your brand? Or is it just making them aware that you exist? Ensure that your channels are as compelling as they are prolific.
The shopping phase
The second phase of the Shopify customer experience is the shopping phase, where leads convert into customers. As soon as someone lands on your website to consider purchasing from you, they have entered the shopping phase.
You should set up your shopping phase to provide customers with all the info they need quickly and without distraction. You’ve already done the marketing legwork to bring them to your site. Now, you want to remove any general advertising and get them info like specs, reviews, and CTAs that will make it easy to purchase.
The purchase phase
Once the customer decides to make a purchase, they’ve entered the purchase phase of the Shopify customer experience. While it might seem like the least important phase, it is where many customers drop off. According to a study by Barilliance, over 75% of e-commerce shoppers abandon their carts before making a purchase.
To avoid these lost sales, you can prioritise a fast, straightforward, and easy checkout process. Having customers create accounts can help. Accounts can pre-load billing and shipping information, making purchases faster and easier.
Another good option is accepting proprietary payment methods like Apple Pay. If customers can pay from their phones, they don’t need to find their wallets and won’t get distracted from their purchases.
Steps you can take to improve your Shopify customer experience
After you’ve broken your Shopify customer experience journey into these three phases, you can start taking measures to improve it.
Below are the key steps e-commerce businesses can take to refine their customer experience. Each strategy employs the latest Shopify customer experience data and techniques. If you’ve been relying on stale trends to boost engagement, here are modern, long-term measures you can start using today.
1. Personalise the Shopify customer experience
The first step is personalisation. Personalisation means creating a unique Shopify customer experience for each of your customers. If you’ve ever noticed large e-commerce marketplaces like Amazon suggest different products, subscriptions, and offers to different customers, you’ve seen personalisation in action.
Personalisation has become a growing trend in e-commerce thanks to an abundance of data streams. It’s easier than ever for a business to plug into apps and services that put customer data at their fingertips. All you need to do is use this data to craft personalised marketing and purchasing channels.
2. Implement educational content on your site
Adding educational content to your site is another excellent way to boost your Shopify customer experience. Educational content can include blog posts, thorough product descriptions, and “Learn More” styled pages for complex products like tech or medicine.
Another powerful form of educational content is video. Videos are a great way to increase your engagement and give rich insights into your offerings.
It’s essential to educate your customers; however you choose to do so. It’s a great way to encourage purchases, help customers stay informed, and make your product more compelling.
3. Make use of customer reviews for your products
It should be no surprise that today, customer reviews are essential to e-commerce. They’re something that nearly all of us use when buying a product online. Customers view reviews as a necessary part of deciding to purchase, not just a nice-to-have feature.
In addition to aiding the purchasing process, customer reviews can also give your SEO a bump. Product reviews are a fast and easy way to grow the keywords on a product page, improving its performance on search engines.
4. Use live chat to boost your customer support
Lastly, incorporating live chat on your Shopify website can be an excellent way to improve your customer experience. Studies show that around 69% of shoppers in the US demand that an e-commerce site has live chat features available.
And it’s easy to see why! Live chat allows customers to send questions, concerns, and more to a bot that’s always instantly available. You can also use live chat to alleviate pressure on your customer support team, which is always valuable.
Refine your Shopify customer experience with Mercury Assets
If you’re looking for a fast way to refine your Shopify customer experience, reach out to the team at Mercury Assets. Our experts have abundant experience crafting compelling experiences that get results. Let’s talk!