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Customer Experience in E-Commerce

With the effect of online shopping, which is rapidly increasing in the world, the number of e-commerce websites continues to increase day by day. Not only those who sell through e-commerce sites but also the businesses that want to create a new sales channel and support their sales through this system besides their physical stores are now also turning towards the e-commerce industry.

The competitive environment in the field of e-commerce makes it harder to stand out amongst competitors. Today, it is no longer enough to reach out to customers and to make sales by only having good quality products, a well-designed e-commerce website and e-stores on online marketplaces. The perfection of the customer experience you have designed to be one step ahead of the competition will give you a great advantage. It should be kept in mind that every point that you contact with the customer can create great value, especially when designing customer experience processes in e-commerce.

In e-commerce, the customer does not physically see the product they are buying and they complete the order process with electronic methods. The communication you will establish with your customer before the order process is the starting point of the customer experience. The communication of the customers with the brand starts at the point of contacting with the brand, not at the order stage. Customers may have heard of your brand, inspected your products, or tried to contact you before ordering. Unlike the B2C customer experience, if we talk about the same scenario for the B2B business model, which is based on inter-business trade, there are such products specially tailored to the needs of the companies. In this case; the company may feel the need to consult with the seller company on many issues before the ordering process, the purchase decision may be made by more than one person, and the buyer company may want to test whether the product is fully compatible with the specifications that they are looking for. In such cases, whether your customer is an individual or a company, the important thing is to contact your customer and to ensure that each of your staff responds with the same dedication and act in accordance with the company's values.

The customer experience starts before the sale and continues in the order processes, but it is not possible to say that the experience will end after the sale. The process your customer experiences with your brand continues after-sales, too. This process continues even when there is a problem with the product, when your customer wants to return the product they purchased or if they have any questions or complaints.

It is much easier to reach many people at the same time in e-commerce compared to physical stores. However, not only reaching customers but also maximizing their experience during shopping increase their importance in e-commerce day by day. Brands now offer customization to increase customer experience and offer suggestions based on the preferences of each customer, their past visits, and the products they have purchased before. Besides; the discounts, promotions and special offers made for the customers always contribute to the customer experience. Whether you are in the B2C or the B2B business model, personalization and customization hold a significant role in e-commerce.

The payment step is one of the areas that should be given particular importance in e-commerce. People want to feel safe when shopping online. They usually decide to complete their shopping if they trust both the seller, quality of the products and the payment system. The rate of customers abandoning their baskets is very high, especially throughout the payment process. The slightest problem that your customer will face throughout the payment process, which is the last step of the order, the feeling of distrust or the long and detailed process will cause a decrease in the rate of the order completion process. Increasing the payment options will help each different customer to find the option that suits them. Instead of just putting a credit card option; the possibility of receiving payments by wire transfer, adding payment methods such as the option of payment at the door (cash on delivery) provides your customers the opportunity to choose the best payment solution. Thus, they do not feel forced to choose a single payment method.

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