Succeeding in eCommerce involves understanding customer expectations and understanding these 4 Customer Expectations in eCommerce today will lead to success tomorrow.
But what’s the best way to go about this?
You can ask shoppers what they want, but it’s important to survey patrons sparingly so you don’t clog their inboxes.
Plus, surveys tend to work best at the post-purchase stage.
Luckily, plenty of effort already goes into surveying shoppers and forecasting their future wants and needs.
Here are four customer expectations in eCommerce today and tomorrow.
Quick Load Times Across Devices
High-speed internet used to be a novelty.
“Now” it’s the norm.
As such, people expect speedier online experiences over time—and shopping is no exception.
The longer your site takes to load, the higher your page abandonment rates will be.
According to an infographic from marketing expert Neil Patel, a four-second page load correlates with a page abandonment rate of around 25 percent.
Furthermore, your eCommerce site must load well, regardless of the device used to access it: whether desktop computer, tablet or smartphone.
Mobile eCommerce, or “m-commerce” for short, is gaining steam as internet-connected hand-held devices become more ubiquitous around the world.
With that in mind, it’s imperative to provide quick load times if you hope to capture business.
Personalized eCommerce Experiences
What is eCommerce? Technically, it’s simply the buying and selling of goods through the internet.
But people want to feel like more than faceless numbers in a sea of anonymous strangers; they want their interactions with your store to really matter.
Personalization allows you to connect with individual customers even while serving a larger subset of visitors to your website.
How? Here are a few ways to personalize your eCommerce customer journey:
- Site search results: Use customer data to provide relevant suggestions to client search queries.
- Caring about user experience: Let your customers know you truly care about their on-site experience by sending out follow-up surveys and implementing their suggestions.
- Artificial intelligence (AI) and machine learning: Utilize algorithms to understand website visitors and show them paths most in line with what they want.
- Emails: Send emails with personalized subject matters and contents tailored to an individual subscriber’s purchase history and personal information.
Responsive Customer Service
Another way to infuse your eCommerce operation with a personal touch is to facilitate responsive, individualized customer service.
Above all, shoppers want to know their questions and complaints are genuinely heard by companies.
As such, retailers should take care to use social media posts, emails and live chats as an opportunity to connect.
Live chat, in particular, is emerging as the way of the future in eCommerce customer service for several reasons.
First, it provides companies an opportunity to interact with people while they’re still on the page, meaning live chat can drive sales—provided the interaction goes well.
Live chat also allows Retailers to use AI bots to provide front-line assistance.
Flexible Order Fulfillment Options
Last, but certainly not least, customers nowadays expect flexible order fulfillment options.
Some people will pay top dollar for next-day delivery.
Others are perfectly content to wait a week or more if delivery is free.
Some prefer to pick up their packages at checkpoints.
People will appreciate the flexibility as they near the end of checkout.
Meeting these 4 customer expectations in eCommerce will help your store drive conversions and build up a solid reputation online.
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