30 August 2019
How to deliver superior customer experience with personalisation.
Bad customer experience is about more than a customer walking away from you to a competitor instead - it also carries considerable financial implications. Did you know that Australian businesses lose an average of $720 for every bad customer experience? EY estimates 56 million negative customer experiences in Australia a year, costing businesses a total of $40 billion.
Delivering a personalised experience is the best way to over-deliver for your customers and improve your brand’s reputation. This means you listen, identify, and deliver on your customers’ preferences every time. This article will explain the exact steps you can take to do that.
9 Tips for Improving Customer Experience in eCommerce
Online shopping has changed the future of retail for good and more customers are doing business with eCommerce companies. But their expectations of the companies they do business with continue to rise. Here are some ways to improve online, in-store and in-app experience:
1. The easy path to purchase
Customers choose to shop online because it’s fast and convenient. Creating a seamless checkout process is the best way to reduce shopping cart abandonment and improve customer experience.
Make sure your entire website is easy to navigate and that customers can quickly find the products they’re looking for. Your shopping cart should be easily visible on every page of your website and offer multiple ways to pay. And don’t force your customers to create a customer profile before they can buy from you. To know more about how you can reduce shopping cart abandonment, read this informative article.
2. Branded checkout experience
Create a well-designed checkout process that seamlessly incorporates your brand. When you use a custom checkout process, you can incorporate your logo and brand colour through each step of the process.
You can also create a self-contained checkout process that minimises distractions and ensures customers can focus on completing their purchase. To learn more about how you can do this on your website, feel free to explore Bambora’s Custom Checkout.
3. Provide omnichannel payments
One of the best ways to serve your customers is by offering omnichannel payments. Multichannel payments give your customers multiple ways to purchase from you. For instance, you have a brick-and-mortar location as well as an online store and customers can order from either.
In comparison, omnichannel payments take this one step further. Omnichannel payments create one seamless shopping experience across all your various channels. For instance, let’s say a customer visits your brick-and-mortar location and finds a dress they love but you don’t have it in their size.
A sales associate quickly finds the item the customer is looking for online and accepts payment for it in-store. The customer has the option to either have it shipped to their home or they can pick it up at the store. This creates a seamless shopping experience at every step and prevents customers dropping out the funnel.
4. Easy checkout options
A checkout that works the same across mobile, tablet and desktop is central to good customer experience when they’re finally ready to buy. Personalising checkout forms is the next most crucial aspect to ensure people don’t change their mind midway. Using custom fields for easy fill can solve this problem for your customers.
Whenever possible, use existing data about your customers to automatically fill in the checkout form. For example, you can add the zipcode to the top of the address form so when your customer enters their zip code, the city automatically populates.
For new customers that have to fill in their information, make sure that important characters are easily displayed. For instance, if a customer is filling in their email address, the “@” symbol should be clearly displayed. When a customer is entering their phone number, a numeric pad should automatically pop up.
5. Use tokens
Tokens replace your customers’ sensitive credit card information with a random string of numbers, protecting personal account numbers (PAN) from attacks. Using a token payment gateway is one of the best ways you can help your consumers transact securely, no matter which device they choose to shop from.
A token gateway helps you get tokens for eCommerce transactions as well as in-app payments. This also enables you to save customer details online securely and help returning customers pay without having to add their billing details all over again. Besides creating trust and convenience, tokenisation fosters loyalty and encourages repeat purchases.
6. Make shopping seamless in multichannel and omnichannel environments
As a large enterprise operating both online and instore, you likely manage different parts of your brand as silos managed individually across web, mobile and bricks-and-mortar, each with its own technology and payment platforms.
But it’s exactly the opposite with shoppers. They see one brand and expect a uniform experience across each of your channels - no matter when, where or how they’re shopping.
Features such as endless aisles, click and collect, and dynamic checkouts are just some of the ways you can make shopping seamless. Network tokens present a multitude of benefits - such as better security in transactions and managing customer credentials - that dovetail nicely with your larger multi-channel strategy.
7. Mobile payments
Many customers who visit your site will be making purchases on their mobile phone. So your payment page needs to be mobile-optimised.
Design matters a lot when it comes to a mobile check-out page. Avoid lengthy checkout pages as this will most likely turn customers off. Instead, try breaking this down into multiple checkout pages.
You can also include progress indicators so customers know how many steps there are in the checkout process and where they’re currently at. Use colours to highlight any steps that still need to be completed.
Most importantly, your mobile checkout page should load quickly. If your page takes longer than three seconds to load, there is a good chance users will abandon their carts.
8. Combat fraud
The rise in mobile payments has also given rise to scammers, but despite these threats, it’s easy to lose customers if you refuse legitimate transactions or mismanage real customers. These bitter customer experiences can linger longer than you think.
To optimise sales even in the face of the security threats that abound online, choose a payments provider whose fraud rules include velocity checks and online custom profiling that take place on a transactional level. This can drastically reduce the number of ‘false positives’ and detect and block suspicious activities before or as they happen. 3D secure, CVV verification, fingerprint verification and tokens are some of the best ways to achieve this.
9. Offer multiple ways to pay
Finally, if you want to increase customer personalisation, you should provide a variety of payment options for your customers. For instance, you can give your customers the option to pay via PayPal, digital wallets, and Apple Pay. Each of these payment methods is easy to incorporate into your site.
Offering multiple payment options is helpful because it removes the friction from the checkout process. Not to mention, many of these payment options are more secure and lower the risk of fraud.
In a competitive eCommerce landscape that increasingly overlaps with in-store for many brands, the importance of exceptional customer experience can’t be overstated.
If you’re not sure where to get started with some of the items on this list, Bambora can help. We can ensure an easy checkout process, reduce chargebacks and fraud, and make it so you can accept a variety of payment types.
Contact us to learn more and someone on our sales team will reach out to you shortly.
About the author
Victoria Galloway is Bambora APAC's Technical Copywriter, and has been writing and producing in the payments and eCommerce space for a number of years, both in the UK and Australia.