I can’t tell you the number of conversations I’ve had about the consumer journey with clients, colleagues and agencies. A great consumer journey should be the benchmark for any eCommerce retailer yet often it’s the last thing that is dealt with and when it is dealt with – it’s usually a plaster!!
When I think of myself as an online consumer and I come across a site terrible imagery, poor load time and a shoddy mobile experience.. I move straight away onto a new site that better suits my needs.
Removing friction throughout the consumer journey is no longer a nice-to-have, it’s a must for every business that wants to remain relevant and gain a competitive edge.1
When you consider this stat … it’s astounding how many businesses get it wrong still!! Put yourself in your consumers shoes.. what do you want from an online platform? How do you want to be treated and how would you expect your user experience to be?
It’s therefore vital to break this down into three areas.
DISCOVERY, PURCHASE AND POST-PURCHASE.
DISCOVERY: (Inspiration and Browsing)
Essentially, I see this as making sure your shop window and points of ‘advertising’ are spot on. Offer a great browsing experience and amazing customer service. A chat function is a phenomenal conversion tool when used correctly. Here are a few examples of what I think is worth looking at:
- Ensure negative reviews are satisfactorily addressed
- Chat function to allow customers to ask for help
- Ensure content is optimised for mobile
- Fast page load speed
- Clear and efficient website functionality
PURCHASE: (Consideration and Checkout)
Ensure that you make it easy for potential consumers to purchase. Don’t surprise them in the shopping cart with unexpected additional pricing. Manage their expectation when it comes to delivery. Everyone is open to waiting if they know that they need to. Think about implementing some of the below if you haven’t done so already:
- Clear pricing structure with simple, comparable options
- Ensure delivery options times are prominent. Inform consumers of any expected delays to manage their expectations
- Options for one-click payments (Apply Pay/Klarna)
POST- PURCHASE (Fulfilment and Post-Delivery)
There is nothing worse than trying to get hold of someone in customer service and being on hold for nearly two hours. This happened to me earlier in the month with easyJet and while it is possible to be understanding based on circumstances. It’s still REALLY irritating. So try to:
- Ensure customer support is responsive and available across multiple channels
- Ensure fast and reliable delivery with tracking
- Ease of post-purchase reviews and feedback
These are just a few ideas. It might be worthwhile running a brainstorming session and reviewing all the activity that you’re running and really down into the experience of the user across all channels and touch points to ensure that you don’t miss anything out.