Nail the basics Creating a great online customer experience starts with getting the basics right. Experiences should be Frictionless. Eliminate any barriers that make discovering, industry list researching, and buying products challenging. A frictionless experience encompasses product organization, pricing and availability, navigation, ease of checkout, and payment. Fast. This isn’t just about speed, but also relevance, ease of navigation, accessibility, and a consistent look industry list and feel. Personalized. Make every customer feel unique by offering curated product lists, premium options, and geographic or affinity-based personalization. Helpful.
Offer substitutions for unavailable products, relevant recommendations, and surprising — and hopefully delightful — ideas. Consistent. Make shopping and discovery industry list completely portable and consistent. Customers should be able to pick up on one channel where they left off on the other. The process to assess these basics is simple: Walk in your customers’ shoes. Start by recruiting six to eight customers. Even this small number of customers is sufficient to identify the majority of user experience issues. Then, ask these customers to complete a set industry list of tasks that involve researching, browsing, buying, creating returns — the typical tasks that constitute 80% of the digital experience.
Finally, gather qualitative and quantitative feedback. Qualitative feedback should include videos of the customer going through the steps and the frustration they industry list may have experienced. Quantitative feedback includes scoring against the factors above, rating each as poor, acceptable, or good. Once you’ve done that for your own site, repeat the process for the customer experiences of your most important competitors. Western Union is a good example of industry list these principles in action. In early 2020, at the outset of the COVID-19 pandemic, it had to close all of its stores and go online.