Jeff Bezos’ quote “If you make customers unhappy in the physical world, they might each tell 6 friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends”, explains the importance of customer experience for e-commerce players in the most subtle way.
Customer experience is no more a potential option but a must-do paradigm. By ignoring CX, e-commerce players can lose 86% of customers who are willing to pay extra for a quality experience. The growing importance of a quality experience is putting e-commerce stores under immense pressure to innovate or perish.
Let’s meticulously discuss top hacks that can help marketplaces deliver a quality customer experience:
1. Use a Solution Focused Product Title
SEO professionals rely on clickbait titles for generating higher traffic, e-commerce players can take a cue from it and use relevant and genuine keywords in the title. A solution-focused product title is likely to work better because people’s attention span is quite low and they are willing to find relevant products faster.
An eye-catching and solution-focused title is a good fit because it generates traffic and helps customers with faster product discovery, which is a sign of quality customer experience.
Here’s an example from Amazon: Mobile phones generally have brand name and model number mentioned in the product title but by mentioning specifications like 4G, #GB RAM, or 128GB Storage, online stores can simplify the user experience.
2. Use Comparison Guide for Products in Same Range
A study reveals that 80% of customers compare products before buying online. The manual process of comparing two or more products on mobile or desktop devices is a straining task. By adding a comparison guide, e-commerce players can help customers identify the right product quite easily.
Such small additions in the catalog may seem minuscule but they play a far greater role in convincing customers to buy from your site. A comparison should include features like:
- Customer Reviews
- Manufacture date/model number
- Storage, RAM, OS and other specification for gadgets
- Voltage, star rating and electricity consumption for an electronic device
Here’s an example from Keurig, showcasing a comparison of the varied coffee maker.
3. Leverage Theme Based Bucketing
An intricate study of the existing e-commerce market will help you understand how some sites are very genre-specific. Some people prefer buying everything from Amazon except apparel because there are marketplaces that specifically deal with lifestyle products.
Marketplaces of all sizes can leverage this customer attribute to create multiple stores within their stores. Through theme-based bucketing, marketplaces can create stores that offer products from a specific category.
This is very similar to displaying 50% off, 60% off, and 80% off tabs on the Homepage during Black Friday and Cyber Monday sales. Online stores can create such bucketing during Holiday sales or for as specific occasions as Anniversary, Baby shower, Valentine’s Day, and much more.
Such theme-based bucketing simplifies the shopping experience and also allows users to discover more relevant products without actually putting in extra efforts. All popular sites like Alibaba, Flipkart, and Lenskart are leveraging such theme-based bucketing and you should too.
4. Reduce the Checkout Steps
Everything on the Internet starts with a search, the journey from search to checkout involves many important steps like product discovery, research, comparison, and add to cart. It doesn’t make sense to lose a customer who has crossed multiple hurdles only to abandon the cart in the end.
Simplifying the checkout process is important because it can make or break the chances of a sale. With new customers the online stores need to be extra careful, asking them to create an account from scratch and fill in “first name, last name, email, and address” will kill the sale.
E-commerce stores should adopt the one-step login process, where the customer logins in through mobile number with an OTP or with an email id. Using a one-time password is a great way of verifying the genuineness of the buyer.
5. Turn your Homepage into an Insightful Dashboard
Irrespective of the product page customers land on, they will eventually visit your homepage. A huge percentage of marketplaces try to put everything on their homepage while some leave it all blank. Both the strategies are wrong, you need to see your homepage as an insightful dashboard.
E-commerce players need to add everything relevant and important without missing anything. Your homepage should tell your story, it should speak volumes about the discounts, USPs like easy return, and breakthrough technologies like the use of AR and VR.
Turning your homepage into a digital dashboard allows customers to pick information or product they need and avoid everything else. Such small features elevate the overall customer experience by saving users from visiting multiple pages to find that one product.
- Highlight the bestselling products
- Put up multiple brand stores at the display
- Highlight return policy
- Leverage user-generated content
- Display your main categories at the top
- Avoid comparison charts on the homepage
- Do not oversell in-house products
- Stop coaxing users to log in instantly
- Avoid silly animations
6. Improve Site Speed
In the age of 4G penetration, a slow site is perhaps the worst thing about your business. Improving site speed will help people find and buy products faster, which will bring them back again and again.
It is also necessary to improve the overall site speed because your competitors are and they are likely to take away all your customers. Here are the other reasons why you should focus on site speed:
- Site speed is an important search engine ranking factor
- It improves the overall customer experience
- Allows people to buy desired products within seconds
- Saves time and make customers feel empowered
Businesses were early built on metrics like price, quality, and product reach but in contemporary times, customer experience is the key differentiator. Organizations are generating corpus fund specifically to innovate the quality customer experience.
Nascent and heavily funded start-ups are now taking the customer experience route to disrupt the saturated industry. E-commerce players can leverage the growing importance of customer experience to create a reputation that is solely driven by the experience they cater to.
One such reputation will not only be tough to beat but also impossible to malign because it is based on the feedback of customers and is also driven by customer’s word of mouth.