User experience (UX) is something that is becoming more and more important when it comes to designing websites and bespoke software solutions. Even more so as Google is actually taking UX into consideration as a ranking factor. In a busy digital era it is likely that your competitors will be providing a very similar offering to your business, and you need to find something unique that sets you apart.
The key way that you can outperform your competitors is by providing your customers with an experience like no other. The better the experience you can provide, the more chance you have of gaining more sales. A study carried out actually concluded that 70% of buying experiences are based on how shoppers feel that they are being treated. So what have you got to lose?!
Before we even dive into how your eCommerce portal needs to be centred around the customer, we need to think about how to stop them leaving your website immediately upon arrival. The first thing to consider is how fast your eCommerce portal loads. A website that takes longer than 3 seconds to load will cause any potential customers to leave and click on the next result in search engines (which will probably be your closest competitor!).
Navigation is extremely important for user experience. Your customers need to be able to easily find their way around your website. From product pages to check-out pages, the experience they receive should be seamless. At the end of the day, customers want to find what they are looking for so you need to make this as easy as possible for them. Your online store should have clearly labelled categories, with a search function as well in case the customer still can’t find the product they require.
You may find that normal eCommerce CMS systems don’t provide the functionality to fully categorise and tag your product range. It is important that you have full control over your eCommerce portal as it plays an essential role in your business, helping you reach your overarching goals. With custom eCommerce development you are able to have full control not only over the appearance, but the functions within your portal too.
If someone is looking to purchase a product on your website it is key that they feel safe handing over their credit card information. Security isn’t the only thing you need to consider though, again user experience is key. A complicated checkout process is the main cause of people abandoning their carts. In the era that we live in, people want a fast, hassle-free experience when they are making purchases. Make it easy by showing them related products they may be interested in, or any discount codes that apply to their selection
Going back to payment, you not only need to make sure financial data is secure but also offer a range of providers so customers can choose how they pay. It is always best to invest in a payment gateway that has multiple layers of security measures. Data encryption is always a good idea too as this will ensure custom transactions are secure whilst being processed on the site. If you would like any help with choosing payment gateway providers, we can help here at Lyke.
Customer service is key to help your business stand out from the crowd. By being on hand to answer any questions your customers may have, this could be the one thing that makes them buy from you. Of course in any business, time is always a problem when it comes to responding to customers. That is why chatbots have really increased in popularity in recent times.
There are lots of different types – from simple chatbots where they scan customer messages for keywords and answer them accordingly. Or there are those which are a bit more complex and use Artificial Intelligence to provide a more personal user experience based on data that the customer has provided. The real advantage of chatbots is that they provide a 24/7 service even outside of normal working hours.
Many organisations use internal Customer Relationship Management (CRM) systems in order to track and monitor their customers’ data. This means that personalised messages can be delivered to customers depending on where they are within the buying cycle. An effective CRM system can have a significant positive impact on the sales process as it enables you to access a wealth of information on your customers. With this data you can then start to predict the needs of your customers, putting your products in front of them at the right time.
Any eCommerce business that is looking to grow and expand needs to have a strategy in place that links the customer service side of the business with sales. Everyone needs to be on the same page, driving towards the overall goals of the business. With a bespoke CRM system you will be able to start building up customer profiles, which will then allow you to provide the right content to your customers across multiple touch points. If you would like more information on how we can develop a bespoke CRM for the needs of your business, contact the team at Lyke today.