BlogDagmar 14.12.2023

E-commerce customer experience: top tips from 10 experts

Customer experience development Growth marketing E-commerce

Dagmar’s experts have cultivated gems for their blog posts, which were worth diving out from the depths of more than 15 posts. The customer experience of e-commerce has been examined from their own perspective by researchers, marketing strategists, SEO specialists and automation specialists. Julia Isoniemi, Lead Strategist at Dagmar’s content unit Stories, picked out the best tips for building an online store’s customer experience.

Often the best content is content that has already been created – you just have to find, utilise and redistribute it smartly. This is also the case with us: Dagmar’s in-depth experts have written blog posts about the customer experience of the online store, starting from the initial investments towards the different stages of the customer journey all the way to the customer experience after the purchase.

Customer experience in background

The best online store for customer experience is built by understanding customer needs, say Customer Insight Director Kirsi Laakso and Digital Media Manager Outi Karppanen:

“Identify the need that the online store responds to and studied the phenomenon in depth. What needs related to customers’ lives does our online service provide a solution for?”

The hidden potential of e-commerce may reveal surprising attitudes, suggest Digital Strategist Ilari Ahtola and Consumer Insight Director Ville Rekula.

“Consumer potential should be investigated with targeted research before investing in a launch or expansion. How many people could consider using an online store? What about the hidden potential of e-commerce: how do those who are not considering e-commerce justify their attitude?” they would ask.

Choosing a platform that serves the customer experience is probably one of the most thoughtful questions right now. Digital Strategist Heikki Pieniniemi points out that it is critical for a company to be able to offer products where consumers are.

“The fastest growth in e-commerce is now happening on marketplaces like Amazon and Zalando. The pace is accelerated by Google and Facebook. Will it be more expensive to leave digital marketplaces than to participate in them?” Heikki writes.

Customer experience before shopping

When the online store is already in place, a very important task in building the customer experience is to make it easier to find the right product:

“When the customer only has an idea for the product, it is important to direct them to the product category page, where they can narrow down the comprehensive selection according to price, colour, manufacturer, availability, etc.”, hints Henri Kangassalo, Head of SEO at Dagmar Drive.

When the customer is close to making a purchase, the customer searches for the product of the online store in the search engine with the exact product name with the aim of finding, for example, the fastest available one.

“So write down the model names of the products carefully so that you can participate in this dance,” Kangasalo continues.

Customer experience while shopping

We are all looking forward to our encounter with the brand, reminds Heini Nuutinen from Dagmar Drive, who consults on the use of marketing technology and data.

“Branded e-commerce personalization pays off, as evidenced by these statistics from Econsultancy: 49% of consumers bought a product (which they previously did not intend to buy) because of a personalized recommendation,” says Heini.

Digital Strategist Mikko Mantere writes about E-commerce’s AR and VR solutions to support customer experience.

“Make products tangible. In e-commerce, AR and VR solutions can be used to bring in-store product research and testing to the online store. For example, with Ikea’s online store design software, you can 3D model and decorate your bedroom with Ikea products,” Mikko hints.

Customers expect service regardless of time and place, Mikko continues.

“In e-commerce, chatbots can, for example, provide customer service for the most common problems and questions, collect information about the customer experience, and direct the customer to ‘traditional’ customer service in more complex service needs.”

Customer experience after purchase

Dagmar’s blog has written about content that strengthens the customer experience as follows:

“For example, consider offering content to someone who has abandoned a shopping cart in an online store using a 2+1 model: two loyalty-boosting content that hits the customer’s own life moments (baby care tips for someone who has bought children’s supplies, such as Babycenter) and only one tactical invitation to buy (e.g. Babycenter). discount code)”, writes Julia Isoniemi, Lead Strategist at Dagmar Stories, the author of this compilation.

The significance of feedback in auditing and developing customer experience is enormous, writes Marianna Tupik, Senior Digital Planner.

“Audit customer feedback and Social Proof in your online store’s user experience. How do you engage subscribers to make recommendations and reviews? Is this made easy and automated?” Marianna asks.

“Do you discuss customer feedback on your social media channels and do your social media content encourage you to share experiences about your products?”

Customer experience should also be set as a significant goal in an online store, if only because returning the customer to the online store is not self-evident:

“Online store awareness is not a guarantee of reordering. For example, aim to inspire consumers and respond to needs in real time. People are ready to change their online store more easily than you think,” concludes Marianna Tupik with tips for the online store’s customer experience.

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