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 6, 2022

Global Ecommerce Weekly News: 6th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon announces new inventory and distribution service, AWD Amazon has launched Amazon Warehousing and Distribution (AWD), providing inventory and distribution services to its sellers as a means of addressing current supply chain issues. AWD is now available for sellers using Fulfilment by Amazon (FBA), i.e. outsourcing their fulfilment to the platform. Amazon has plans to expand the service outside the platform in 2023. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/02/amazon-introduces-new-service-to-help-solve-supply-chain-challenges/) Amazon Web Services (AWS) launches in the UAE AWS, Amazon’s cloud-computing platform offering, has launched its second region in the Middle East and now provides its services in the UAE. The move will now allow anyone in the UAE who utilises cloud technologies to harness AWS’s advanced platforms and APIs. An estimated $11 billion USD is expected to be added to the UAE’s GDP thanks to the implementation, with an average of 6,000 external vendor jobs to be created annually. AWS is now available in 87 zones across 27 regions, with sights set on expanding further across Australia, Canada, India, Israel, New Zealand, Spain, and Switzerland. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/30/amazon-web-services-launches-region-in-uae/) --- Other Marketplace News --- Lazada to launch in Europe Alibaba-owned ecommerce platform Lazada is set to launch in Europe, marking a refreshed internationalisation push from the company. The move follows toughening economic conditions and performance in Southeast Asia, advancing the need to tap overseas markets. In Europe, Lazada will face tough competition from giants like Amazon and Zalando. Lazada’s exact entry strategy is to be confirmed and will be reliant on macroeconomic and market conditions, according to Lazada CEO James Dong. [Read more on DigitalCommerce360](https://www.digitalcommerce360.com/2022/09/01/alibabas-lazada-to-take-on-amazon-zalando-in-europe-push/) Chinese ecommerce giant Pinduoduo to launch cross-border platform in the United States Pinduoduo, a Chinese ecommerce giant rivalling Alibaba and JD, has announced it will be launching a new cross-border ecommerce platform. The marketplace is set to launch in the United States next month, as part of the company’s larger push into new markets. Pinduoduo found success in China thanks to its rock-bottom price offerings and harnessing of social commerce marketing, emulating strategies similar to fast-fashion giant Shein. [Read more on Yahoo Finance](https://uk.finance.yahoo.com/news/pinduoduo-launch-international-e-commerce-034129263.html) Alibaba launches its biggest B2B sales event, ‘Super September’ China ecommerce giant, Alibaba, has now launched its month-long B2B sales event ‘Super September’. The event provides 40 million buyers and 200,000 suppliers with the ability to connect on the platform, showcasing a ‘virtually unlimited’ number of products. The event hopes to foster new cross-border business relationships to tackle supply chain challenges currently faced by businesses. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/alibaba-launches-super-september-b2b-sales-event/) --- Other Ecommerce News --- Klarna’s losses quadruple in first half of 2022 BNPL provider, Klarna, has reported losses of $581 million USD for the first half of 2022. This figure is almost four times larger than a year earlier, where $129 million USD in losses were reported. The company attributes the losses to employee costs, technology investments, and rising credit losses. Klarna’s figure reporting comes amidst worsening economic conditions, fresh legal and regulatory scrutiny, and pressure from Big Tech competitors. [Read more on The Financial Times](https://www.ft.com/content/483451db-9221-4ca4-83a6-b4ddc6bfcfbb) [Read more on the Guardian](https://www.theguardian.com/business/2022/aug/31/klarna-losses-more-than-triple-as-consumer-spending-slows) One fifth of Snap employees to be laid off amidst poor financial performance Social media platform Snap (‘Snapchat’) has announced it will be laying off 20% of its employees and closing out a number of projects following a year of poor financial results.The move will see 1,200 employees globally lose their jobs, saving the company an estimated $500 million USD in costs. Snap is currently valued at $20 billion, an 84% decrease from its valuation of $130 billion last year. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/snap-to-lay-off-20-of-its-workforce-and-wind-down-a-number-of-projects/)
Aug 30, 2022

Global Ecommerce Weekly News: 30th August 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon set to shut down Amazon Care Amazon is closing its telehealth service, Amazon Care, which launched in 2019 as a trial program for its headquartered employees. Later the service was rolled out nationwide for employees and other companies. The ecommerce giant has now made the decision to move away from the healthcare space, believing it was not the right long-term solution for its enterprise customers. [Read more on CNBC](https://www.cnbc.com/2022/08/24/amazon-is-shutting-down-amazon-care-telehealth-service.html) Peloton closes new deal to sell on Amazon Following a recent deal, Amazon customers will soon be able to buy Peloton fitness equipment on the marketplace, marking Peleton’s first move outside a direct-to-consumer model. According to Peloton’s CCO, there are already around half a million searches on Amazon for Peloton products every month, despite having no presence on the marketplace. Some key products include the original Peloton Bike, retailing for $1,445 and Peloton Guide for $295. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/24/peloton-strikes-deal-to-sell-fitness-equipment-on-amazon/) --- Other Marketplace News --- 60% of Malaysians are buying from local sellers on Shopee A recent survey of nearly 3,500 respondents found that nearly half of the shoppers prefer to purchase from local sellers due to shorter delivery times. Other shoppers decide to shop locally due to the quality of the products made in Malaysia and an interest in keeping the economy running. As a result, smaller local merchants have been able to grow their businesses, and shoppers benefit from shorter delivery times, products of high quality and supporting local businesses. [Read more on The Malaysian Reserve](https://themalaysianreserve.com/2022/08/25/around-60-malaysians-are-buying-from-local-sellers-on-shopee/) Flipkart’s social commerce platform Shopsy crosses 100 million users Flipkart launched a social commerce arm, Shopsy, in July of last year, which has now surpassed 100 million users, ahead of its target timeline being the end of 2022. This acquisition of new users has made Shopsy one of the largest platforms of its kind in the country, and is expected to onboard a further 100 million by the end of 2023. The platform is centred around boosting local entrepreneurship and powering ecommerce for consumers across tier 2+ regions where users face challenges around trust and navigation when shopping online. [Read more on Business Standard](https://www.business-standard.com/article/companies/flipkart-s-social-commerce-platform-shopsy-hits-100-million-users-1220828006851.html) Meta joins Amazon and Walmart in bid for Indian ecommerce market Amazon mentioned earlier in the year that it would be building a logistics division in-house through its purchase of a 51% stake in Ecom Express, an end-to-end logistics firm, to make ecommerce deliveries more efficient in the country. Walmart operates Flipkart in India and is set to continue its investment in the marketplace. In an effort to compete in the Indian ecommerce market, Meta has partnered with Indian ecommerce company, JioMart, to offer customers a grocery shopping platform within its WhatsApp chat feature. [Read more on Pymnts](https://www.pymnts.com/news/retail/2022/meta-joins-amazon-walmart-indian-ecommerce-market/) --- Other Ecommerce News --- Ecommerce in Spain worth €57.7 billion in 2021 Spanish ecommerce saw 11.7% growth compared to last year, largely attributed to cross-border sales. In the final quarter of 2021, ecommerce sales in Spain were at €16.9 billion euros, at least 60% of which came from cross-border sales. Transactions from foreign locations to Spain generated a turnover of €1.56 billion in Q4, a growth of 27.7% compared to Q4 a year before. [Read more on Ecommerce News](https://ecommercenews.eu/ecommerce-in-spain-was-worth-e57-7-billion-in-2021/)
Aug 23, 2022

Global Ecommerce Weekly News: 23rd August 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to add mental health support to primary-care service Amazon is set to move into mental health therapy with its primary-care division, following its recent acquisition deal of One Medical. The plan is to partner with virtual behavioural therapy service, Ginger, to offer its Amazon Care users with on-demand access to mental health services, licensed therapists and psychiatrists. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/11/amazon-plans-to-add-mental-health-support-to-primary-care-service/) GMB union calls for £15 an hour minimum pay at UK Amazon warehouses Amazon recently offered its warehouse workers a 3% pay rise, which in comparison to the June inflation rate of 9.4% left employees disappointed. Following this, hundreds of Amazon warehouse workers stopped work last week, protesting against the minimal pay increase, seeking a minimum of £15 an hour. Recent protests consisting of employee walkouts and sit-ins aim to get a better offer out of Amazon. [Read more on The Guardian](https://www.theguardian.com/technology/2022/aug/09/gmb-calls-for-15-an-hour-minimum-pay-at-amazon-warehouses-in-uk) Amazon third-party sellers have received their first-ever holiday fee hike Amazon’s third-party marketplaces account for close to half of the company’s online sales. The company introduced a 5% fuel and inflation charge to its third-party sellers earlier this year, and has now implemented another inflation increase charge. Commencing 14 October, any seller who uses Amazon’s fulfilment service is subject to the price hike, which is set to be an additional 35 cents per item for products sold in the US and Canada. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/17/amazon-third-party-sellers-have-received-their-first-ever-holiday-fee-hike/) Amazon puts a pause on UK grocery shop roll-out as the cost of living increases Amazon has slowed down on its UK roll-out of till-free Amazon Fresh grocery stores following disappointing sales and the rise in cost of living. Allegedly, the company is no longer looking for potential sites to expand and if more stores are opened, they will likely no longer use a till-free system, as consumers become more cautious about spending. [Read more on The Telegraph](https://www.telegraph.co.uk/business/2022/08/21/amazon-pauses-uk-grocery-shop-roll-out-following-disappointing/) --- Other Marketplace News --- Shopee overtakes Alibaba across international markets Shopee has surpassed Alibaba and taken the top spot for sales outside of China. Singapore-based marketplace saw a year-on-year increase of 51.4% at the end of Q2 of this year, while Alibaba saw a 3% drop during the same time period. This can be seen as a promising development for start-ups and their ability to compete with some of the largest ecommerce giants in the market. [Read more on Exchange Wire](https://www.exchangewire.com/blog/2022/08/18/shopee-surpasses-alibaba-in-international-sales-amazon-searches-for-entertainment-exec/) H&M reopens its official store to Alibaba’s Tmall ecommerce platform It has been nearly 18 months since Alibaba removed H&M from its Tmall platform, following H&M’s criticism of human rights abuses in Xinjiang. It is estimated that over a million people, predominantly minorities in the area, have been unlawfully detained in camps across the city. Brands including Nike, Adidas, Burberry and Converse were swept up in the controversy, however H&M was one of the first to be targeted for speaking out about the issue. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/16/hm-returns-to-alibabas-tmall-platform-16-months-after-xinjiang-controversy/) Klarna launches new feature allowing UK consumers to view full online order history Buy-now-pay-later company, Klarna, has launched a new feature on its shopping app, which allows UK consumers to view their full online order history, regardless of whether they purchased the product using Klarna. The feature also shows delivery tracking and aids consumers in managing their online purchases more conveniently. [Read more on The Industry](https://www.theindustry.fashion/klarna-launches-new-feature-allowing-uk-consumers-to-view-full-online-order-history/) --- Other Ecommerce News --- Online marketplaces responsible for £280 billion business turnover in the UK Nearly 900,000 UK businesses are currently selling on online marketplaces, generating an estimated £282 billion worth of sales each year. This figure represents 6% of the UK’s annual business turnover, highlighting the notable contribution that marketplaces make to the UK economy, along with the potential for further growth in this area. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/09/online-marketplaces-responsible-for-280-billion-business-turnover-in-uk/)