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What is it?

The Customer Experience (CX) is the general perception that a user gets when relating to a company or product.

It covers all the relationships that a user establishes with the company whether they are emotional, interactivity, or communication before, during and after interacting with it.

This perception is generated by the accumulation of diverse perceptions in aspects such as usability, communication, trust, interaction, etc. Being able to be both positive and negative.


Why is it important?

The perception or experience that a user has with our company or product is really important because to a large extent it will have an affect on the success or failure of our Ecommerce.

A user who has a positive experience with us will finalise their purchase, will return to buy again and even recommend us.

On the contrary, a user who has a negative experience with our product or brand will not end the purchase, will not trust our trade again and will not recommend us, or even damage our image.

Customer Experience can be applied to both digital products and physical products, businesses, and services.


Example of CX with a digital product:

Customer Experience in digital products is clearly reflected in e-commerce.

If we access an online store of mobile phones but the web does not generate confidence, communication with webmasters, is not smooth, the choice of multiple forms of payment are not offered, the return policy is not clear, etc., we will hardly finish the purchase; It is most likely that we will abandon the Ecommerce and go to the competition.


CX Customer Experience

As we have said, the customer experience covers all the relationships that a user establishes with the company before, during and after.

In order to analyze and study the CX of an electronic commerce we must place ourselves in the user’s place, think, interact and analyze from the point of view of the user.

We can structure the customer experience into three distinct blocks:







Understand all user relationships with our product or brand before beginning the purchase process and it involves factors such as accessibility, graphic design, structure, product presentation, information, trust, interactivity, etc.

The main aspects that intervene in the Customer Experience in the pre purchase are:

  • Accessibility: the ease with which users can access the web regardless of location, hardware, schedule, …
  • Visual Impact: The user’s first impression: (design, objective, clarity, …)
  • Structure and Architecture of the information: How the page is structured, how the elements are distributed and how the information is presented.
  • Web Confidence: The trust that the brand or company offers the customer.
  • Intuitiveness: the ability of a user to interact with the web without needing to think or need explanations.
  • Navigability: the ability to navigate through the Ecommerce screens.
  • Information: the quality, quantity, veracity of the information as well as if it is updated.
  • Product pages: The way in which a product page is presented (clarity, information, images, options, etc.)
  • Search and filtering systems: The internal search engine, filtering systems and results pages.
  • Registration: the forms and the registration process.
  • Options: There are several options that Ecommerce can offer.
  • Contact: data and contact forms
  • Compatibility: correct compatibility with different operating systems browsers and devices.




Incluye todos los puntos relacionados con el proceso de compra en sí:

  • Purchase sequence: a logical, clear and intuitive purchase process sequence
  • Shopping cart: the options and functions of the shopping cart (upgradeable, increment of units, product thumbnails, discount coupons, …)
  • Forms of payment: offer sufficient forms of payment to cover all the needs and situations of customers
  • Shipping methods: offer sufficient forms of shipping to cover all the needs and situations of customers
  • Confirmations: offer confirmations before finalizing the purchase and sending confirmation email



All aspects that may arise after the purchase are made take part.

  • Client panel: the options and functions of the user panel to have information and control over your purchase and your data (order status, tracking of the shipment, modification of data, order history and invoices, …)
  • Delivery times: deadlines.
  • Packaging and correction: the correct packaging of the products and the correction of the product with respect to the purchased.
  • Response to problems and doubts: response times, fluency, professionalism, cordiality and efficiency.

There is a fundamental aspect that influences to a great extent in the experience that can have a client with our commerce and that is present in the three blocks: THE COMMUNICATION

The communication of the company with the user is vital for an optimum customer experience because, not only offers trust but also informs, helps and creates complicity with the user.

The communication must be fluid and in the language of the user trying to be professional and close.

The response time to queries is crucial for a good experience since if it takes too long to respond, the client may think that we are not professionals, that we have no interest or that we are not trustworthy.

Here are some tips that will help improve the Customer Experience offered by our Ecommerce:

  • Avoid unexpected prices.
  • Allow purchase without registration.
  • Offer multiple forms of payment.
  • Offer multiple forms of shipping.
  • Offer various forms of contact.
  • Show contact information.
  • Respond to the client quickly and correctly.
  • A landline number gives more security to the user than a mobile number.
  • Show all options without registration.
  • Ask for the data essential for the registration.
  • Show recommended products.
  • Have a presence in social networks.
  • Offer free shipping.
  • Offer discount coupons.
  • Keep Ecommerce dynamic and up to date.
  • Create bulletins.
  • Display a return policy in a clear and accessible way.
  • Allow the user control over your purchase and your account.
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User Experience SL 2018