6 Ways to Improve the Ecommerce Customer Experience

Jordan McGee

May 17, 2021

Your success on Amazon doesn’t just depend on acquiring new customers: it also depends on keeping them happy. According to statistics for Rosetta, satisfied customers buy 50% more and spend 200% more.

So how do you create loyal customers that always come back to your store for more? Simple: you need to improve the customer experience. It’s the key to making your brand stand out from the crowd, driving more sales, and meeting customers' shopping expectations.

What is Customer Experience (CX)?

Customer Experience (CX) consists of all the touchpoints and feelings your target customer goes through when interacting with your Amazon products.

It includes all the buyer journey steps, from the moment they learn about your brand to the time when they make it past checkout. The customer experience is vital to your eCommerce success, as it forces brands to put the customer first.

Let’s check out some numbers: according to a study by Oracle, 86% of customers are ready to pay more money for a better experience. The research also found that 89% of customers ditched a business for another because of poor customer experience.

So, in other words, if you’re not trying ways to improve customer experience on Amazon, you’re shooting yourself in the foot.

What Makes a Good Customer Experience

So what does a good ecommerce customer experience look like in action? Here are the components that go into building a customer experience that engages shoppers and drives sales:

Personalization

Personalization consists of adapting the shopping experience based on the individual needs of the customer. By adjusting the customer’s experience based on their interests, stage in the buyer journey, or previous purchase behavior, you can always target them with the right message at the right time.

Also, personalization helps make customers feel like you’re reaching out to them as a person, not just a prospect. Personalization goes a long way when it comes to creating a connection with your target audience.

Easy and Frictionless Navigation

There can’t be any friction or bottlenecks during the buyer’s purchase to have a quality customer experience. Any small obstacle in the shopping process can cause the customer to drop their cart and not follow through with the final purchase.

For example, let’s say that a customer is about to buy one of your products and arrives at the checkout page. However, as they’re ready to drop in their credit card information, they need to go through multiple pages before they can complete their purchase. It’s extra friction that can make them second-guess their buying decision or give up on the process.

I know you’re thinking something so simple couldn’t cause such a problem, but digitally native consumers will see a lack of professionalism if a company provides a convoluted journey, hurting both sales and brand reputation.

Another aspect of the customer experience that could create friction is if your product page isn’t mobile-friendly: 65% of eCommerce traffic now comes from mobile. So if your web page on smartphones looks clunky and is slow to load, customers won’t bother proceeding to check out. They may not even make it to adding to cart.

Memorability

An excellent ecommerce customer experience needs to leave a solid impression on your customer. By making an impact through a unique shopping experience customers will increase their brand loyalty and leave hungry for more.

For example, part of creating a unique customer experience may be promoting your ecommerce brand across different channels where each channel gets its own strategy.

How to Understand Your Customer’s Current Experience

It’s not always clear whether online shoppers are happy with your current customer experience. Thankfully, there are various tactics you can use to determine the quality of your ecommerce customer experience:

Customer Surveys

To collect your feedback on your customer experience, you can run surveys to your shoppers and ask them questions. You can ask them questions about your product, your service, their expectations, and areas where you can improve. To incentivize your customers you could even offer a small discount, coupon, or entrance into a raffle for filling out the survey.

Customer Satisfaction Score (CSAT)

As the name suggests, the customer satisfaction score (CSAT) measures the shopper’s overall satisfaction. You rate this metric based on a percentage score of 100 and can ask your customers to provide their feedback either through email or SMS.

Net Promoter Score (NPS)

Your Net Promoter Score (NPS) is a rating from 1 to 10 that measures the likelihood of a customer spreading the word about your product to others. It’s an excellent metric to measure the overall perception of your brand from customers. A good time to ask customers to send you their NPS score is right after their purchase.

Product Listing Reviews

Potentially the simplest, and easiest, way to start determining the quality of your customer experience is to take a look at the reviews of your Amazon product listings. What is the overall feedback of your brand? What frequent complaints from customers are often popping up? Do they mention customer service, how the package arrives, or unmet expectations? Reviews can give you a clear insight into what areas of the customer experience need to be improved.

6 Ways to Improve the Customer Experience on Amazon

Regardless of the current state of your customer experience, there’s always room for improvement. Optimizing the customer experience on Amazon all comes down to using the right tactics and strategy:

1. Optimize Your Product Listing

Improve Customer Experience with Product LIsting

Improving the ecommerce customer experience starts by maximizing your product listing first. It’s the first thing that the customer will see when researching your brand on Amazon.

For example, the way you structure your product description is going to be incredibly important. It should include all the relevant information that customers need about your product (such as the material and size), so you can answer their questions ahead of time and reduce time in the purchase process or unhappy returns.

Also, including high-quality images in your product listing will make a significant difference. Make sure to showcase your product from all angles so the customer can get a complete overview of the product. If you have the budget for it, don’t be afraid to invest in a professional photographer to create your product pictures.

2. Identify Values to Stand For

The modern customer is more socially-aware and politically-inclined than ever. Keep in mind that you’re dealing with a generation of buyers that grew up with scandals such as the BP oil spill, which proved that companies don’t always have the best interests in mind for the world.

As a result, modern customers care a lot about aligning their values with those of the companies they support. According to a recent study done by Porter Novelli/Cone purpose, 72% of Americans believe it’s vital for companies to reflect their values.

It’s why your company must stand for values that are close to its heart. When strong values lead your ecommerce store, customers see you as more than just a product. They’ll see your brand as a force of good that helps make the world a better place and they would love to help your efforts.

For example, if you’re selling products made out of eco-friendly materials, it’s something you’ll want to mention to the customer in your item descriptions and website. It will make customers feel like they’re doing their part in making the world a better place.

3. Keep a High Amazon Seller Rating

Improve Customer Experience with High Amazon Seller Rating

Make sure to keep a close eye on your Amazon Seller rating. The higher the rating is, the more customers will trust your brand and be willing to do business with you. Customers will look at this rating to determine what kind of experience they’ll get with your product.

4. Collect the Most Positive Customer Reviews

Along with maintaining a high Amazon Seller rating, you want to make sure that your customer reviews are top-notch as well. Over 93% of customers will take a look at your reviews before making a purchase.

Customer reviews help shoppers gain confidence in your products and feel peace of mind in purchasing. As a result, it’s going to contribute to a better customer experience during their journey.

5. Deliver Exceptional Customer Service

Customer service is a vital aspect of ecommerce. 90% of American shoppers say that a brand’s customer service influences whether they want to do business with them.

For a better ecommerce customer experience, make sure to deliver excellent customer service. That’s going to include responding quickly to requests, actively listening to your customers needs, and keeping your word when it comes to solving their issues. This can also include the occasional extra mile in making policy exceptions or providing complimentary additional benefits in extreme circumstances.

Exceptional customer service is proof to your shoppers that you care. It will improve customer loyalty and retention by supporting shoppers more efficiently in their buyer’s journey.

6. Manage Your Inventory Effectively

As you’re selling your products on Amazon’s marketplace, you must be very careful to avoid stockouts from ever happening. It can have a significant negative impact on the quality of your customer experience.

Imagine you find a product you really like, but just as you’re about to purchase the item, you find out that it’s not available. You’ll find yourself dissatisfied and frustrated and can leave a bad taste in your mouth for the company. This bad taste can stick, and may cause customers to always opt to do business with your competitors.

That’s why you need to properly manage your inventory and reorder popular items once they’re about to run out of stock. Pattern’s Predict software helps make sure you have the resources you need to track and meet product demand.

Start Delivering the Customer Experience that Shoppers Want Today

Finding ways to improve customer experience needs to be part of every ecommerce strategy. It’s one of the best ways to create brand advocacy and encourage customers to purchase more.

However, outside of customer experience, don’t forget other aspects of ecommerce that are important, such as handling warehousing and supply chain management. By combining everything, you’ll create a winning strategy that will take your Amazon store to the next level.

To learn more about how you can improve customer experience to engage customers and drive more sales, contact Pattern today

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Sept 27, 2022

Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters](https://www.reuters.com/business/sustainable-business/amazon-drives-renewable-energy-push-with-71-new-projects-2022-09-21/) Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/26/prime-early-access-sale/) --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News](https://ecommercenews.eu/shopify-launches-new-localisation-tool/) Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News](https://uk.news.yahoo.com/etsy-600-million-on-marketing-ceo-154054219.html) --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/22/meta-to-slash-costs-by-10-over-coming-months/) DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/21/dhl-partners-with-quadient-to-offer-smart-locker-delivery/) The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](https://ecommercenews.eu/online-fashion-market-worth-e175-billion-in-2025/)
Sept 20, 2022

Global Ecommerce Weekly News: 20th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to raise pay and add extra work benefits for delivery drivers Following the rise in fuel prices and protests by Amazon workers, the ecommerce giant is raising its delivery drivers’ pay and adding more work benefits. Amazon has mentioned that it will be investing $450 million into rate increases along with an education program and a Delivery Service Partners program. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/amazon-to-raise-delivery-drivers-pay-and-add-more-work-benefits/) Amazon announces it will give away shipping software to merchants at no cost Amazon has recently announced that it will be giving ecommerce merchants free software to manage shopper orders on and off its platform as it extends its reach. The ecommerce giant will be ending monthly costs for sellers using Veeqo, a shipping software it recently acquired and instead offer to them a new, free shipping software. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/amazon-to-give-away-shipping-software-to-merchants/) --- Other Marketplace News --- Walmart unveils new virtual fitting rooms In an effort to drive clothing sales, Walmart has launched virtual fitting rooms while competitors reduce spending amid the cost of living crisis. The virtual try-on tool can be used by Walmart customers to virtually measure the clothing items and see how the products would look on them. Shoppers will now be able to see how over 270,000 clothing items on Walmart’s ecommerce site would look on their bodies. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/walmart-launches-virtual-fitting-rooms-to-drive-clothing-sales/?utmsource=Retail+Gazette+Subscribers&utmcampaign=2da7f0f8f8-EMAILCAMPAIGN202209150742&utmmedium=email&utmterm=0d23e2768b6-2da7f0f8f8-61040615) THG slashes sales and profit expectations The Hut Group has slashed its forecasts for 2022 as rising interest rates, inflation and energy costs take a toll on consumers. Previously, THG estimated its sales growth to be between 22-25% but after a recent evaluation, has lowered this prediction to between 10-15%. Initial predictions did not take into account the negative effects of ceasing sales in Russia and Ukraine along with the impact that the cost-of-living has had on consumer spending. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/thg-slashes-forecast-as-cost-of-living-crisis-hits-consumers-wallets/) --- Other Ecommerce News --- DHL and Post Office team up to provide click and collect services Through a partnership between delivery company, DHL and Post Office, a new click and collect service is to be tested at Post Offices before rolling out to over 1000 branches across the UK. Online shoppers will now have the option of choosing their local Post Office as a collection point, and DHL will fulfil the delivery aspect, opening up networks for both parties. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/post-office-partners-with-dhl-express-to-provide-click-and-collect-services/) US consumer watchdog plans to further regulate the BNPL sector The US Consumer Financial Protection Bureau (CFPB) has raised concerns regarding the collection of consumer data and the fast-growing nature of the BNPL sector, which includes companies such as Affirm and Klarna. The CFPB is worried that these companies could be negatively impacting consumers’ financial health and aims to put better regulations in place to ensure consumers are safe and empowered. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/us-consumer-watchdog-to-start-regulating-bnpl-sector/) Japanese ecommerce market estimated to grow by 6.9% in 2022 The ecommerce market in Japan, largely dominated by domestic online retailers including Reakuten and Mercari, is set to reach $194.3 billion USD in 2022, after seeing an annual compound growth rate of 5.2% between 2018 and 2021. This makes Japan the fourth leading ecommerce market globally, following China, the US, and the UK. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/13/japan-ecommerce-market-to-grow-by-6-9-in-2022/) Ecommerce brands are spending more on TikTok ads TikTok may soon be surpassing Facebook and Google as the most lucrative advertising channel, with ecommerce brands spending 60% more on TikTok ads in Q2. Facebook is still ahead as the top choice for ecommerce advertisers but only grew by 5.6% from Q1, while Google grew 20.5% in Q2, and Snap declined 10.8% in Q2. [Read more on SearchEngineLand](https://searchengineland.com/ecommerce-brands-spent-60-more-on-tiktok-ads-in-q2-387876)
Sept 13, 2022

Global Ecommerce Weekly News: 13th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon scales back on US warehouse facilities Amazon is shutting down two facilities with 300 employees, discarding plans for 42 facilities, and delaying plans to open a further 21 buildings across the US. The ecommerce giant is scaling back on hiring as well as the expansion of its vast delivery network, as it was left with an excess of space following its rapid expansion during the pandemic. [Read more on Business Insider](https://www.businessinsider.com/amazon-closes-2-facilities-scraps-plans-42-new-buildings-report-2022-9?r=US&IR=T) --- Other Marketplace News --- JD.com is ‘betting’ on ecommerce grocery market Amidst a slowing economy and a decline in ecommerce, Chinese ecommerce giant JD.com has increased its urgency to seek new growth engines. The company is looking to boost its online grocery business through offline partnerships and expansion into lower-tier cities, where it may be able to unleash more consumption power. [Read more on The Star](https://www.thestar.com.my/tech/tech-news/2022/09/08/chinese-ecommerce-giant-jdcom-bets-big-on-online-grocery-lower-tier-markets-amid-slowing-economy) Shopee shuts operations in Argentina, Chile, Colombia, and Mexico Sea’s ecommerce arm, Shopee, has shut local operations in some LATAM countries but will continue to maintain cross-border operations in a few markets. Latin America is Sea’s most important region following South-east Asia, accounting for close to 19% of its revenue in 2021. The move away from these countries is largely due to increased levels of macro uncertainty and rising interest and inflation rates, and rather putting a focus on its core operations. [Read more on Straits Times](https://www.straitstimes.com/business/companies-markets/seas-shopee-shuts-operations-in-argentina-chile-colombia-mexico-sources) --- Other Ecommerce News --- Instagram scales back in-stream shopping elements Instagram is re-examining its approach as it hasn’t been able to make ‘fetch’ happen. ‘Fetch’ in this context being the online shopping trends which have become all-consuming in China, and what Western social platforms have been hoping to add into their apps to make them more addictive and revenue-generating. Consumers have not been swayed by the latest shopping tools on TikTok and Instagram, leading to Instagram scaling back its in-stream shopping program. [Read more on SocialMediaToday](https://www.socialmediatoday.com/news/instagram-scales-back-in-stream-shopping-elements-as-it-re-examines-its-app/631276/) FedEx Express supporting the growth of cross border ecommerce FedEx express has expanded its international commerce shipping service to four more markets across the Asia Pacific, Middle East and Africa (AMEA) region in an effort to support the strong development of ecommerce in this region. Three of the fastest growing markets, the Philippines, Indonesia and Vietnam are leading Southeast Asia’s ecommerce sales, which is set to reach $100 billion by 2023. [Read more on Post & Parcel](https://postandparcel.info/149889/news/e-commerce/fedex-express-supports-the-growth-of-cross-border-e-commerce-within-the-amea-region/) India ramps up hiring as companies prepare for shoppers Ecommerce companies are getting ready for the festive season by rapidly expanding their temporary workforce. As ecommerce in India grows, the country is predicted to have 372 million online shoppers by the end of 2022. The festive season this year, running from October to December, is expected to see a two-fold increase in logistics and delivery alone. During this period, companies are predicted to add 20% more to their existing workforce base, with a 8-10% higher pay scale compared to last year. [Read more on Business Insider India](https://www.businessinsider.in/business/ecommerce/news/the-great-indian-festival-of-hiring-e-commerce-companies-gear-up-for-indias-shoppers/articleshow/94000346.cms)