Ecommerce Manager

As an e-commerce manager, you understand the importance of having persuasive, engaging and trustworthy simple customer journey aligned with operational and business processes. All you realise the importance of knowing the why behind the analytics to interpret the data on customer behaviour to take actions.

It is really important to reliably observe, monitor, understand, measure, reliably interpret targeted customer emotions and behaviour to create engaging journey, campaigns and user generated content like merchandise and service reviews. It applies to both your b2b and b2c business. Understanding emotions driving customer behaviour helps you move the customer through the sales funnel effectively, have great digital experience, provide value to the marketing spend by answering the ‘why’ and meet KPIs like customer satisfaction.

Customers expect seamless omni-channel experiences and don’t necessarily understand the work behind the scene. They expect magic happening from your side.

New customer acquisition

Retaining customers encouraging repeat purchases

Controlling marketing spend based on what works

Providing metrics requested by business on customer campaign success

Getting customers to provide feedback on their satisfaction

Up-selling to customers

Customer Journey

I never used to validate ideas, and when I first started out I didn’t know I had to. But what I’ve learned is that I’m often wrong. We’re never satisfied and we’re always pushing for something better and know we can improve something for our customers. So I think our biggest threat would be if we got a little bit lackadaisical to that, if we didn’t care or if we thought we were the best.

Grant McAllister

Sr. UX Designer, booking.com

Shopping basket or cart abandonment could have happened due to multiple reasons. customer observation show non-intuitive complicated checkout process, shipping charges added late made the merchandise beyond their affordability and so on. Knowing the right insights can only happen through observation.

For example, one of the entrepreneurs recently requested feedback about his website selling women’s clothes. One of the insightful feedback from women customers was to display pictures of clothes in various outdoor and indoor environments since this helps in deciding on the right trousers or tops to buy.

See what other organisations are doing:

Amazon Prime

Amazon has organised the merchandise into simplified and more intuitive categories reducing clutter. Provides high quality imagery, details the content about the merchandise and also up-sells with items bought together. Amazon allows zoomed out look of their merchandise as well to help customer see the physical details.

Airbnb

Airbnb has focussed on leading customer into using good emotionally welcoming vibes and great pictures apart from simplifying the booking experience. They provide high quality images of places customers would stay, provide ratings, reviews all of which engage customers and provides trust.

ASOS

ASOS attributed the success to the user experience of the website and free delivery. The user experience makes merchandise easily findable and focused on high quality content about the merchandise.

Checkealos offers targeted end-customer segments, user experience discovery tools like moderated usability testing, unmoderated usability testing, AB testing and expert reviews that help getting early and continuous feedback. It is important that you observe and test throughout the design lifecycle iteratively and not just during release. You get feedback in the customer’s natural context and also you have the ability choose the environment.

These observations would help focussing your team’s effort on the most important stuff. The videos of customer observation would get all your team members open up to your suggestions and also rally around with great ideas of their own.