E-Commerce: 5 Trends in Favor of Customer Experience
64% of consumers think the customer experience is more important than the price.
Want to increase your e-commerce turnover? It’s time to create an extraordinary user experience by following these 8 customer experience trends.
1. Mobile Conversion Growth
From now on, we are not just talking about e-commerce, but about m-commerce. In 2020, mobile purchases are expected to account for more than 70% of e-commerce.
According to Think with Google, 77% of shoppers are likely to order on mobile sites where purchases are made quickly and easily.
To address this trend, eliminate unnecessary tabs, compress images, remove pop-ups and sidebars, and use a responsive theme. Adapt your content and buying guides to promote shopping with a click on a smartphone.
2. Faster Loading of Pages
- Nearly 70% of consumers admit that page loading speed influences their desire to buy.
- 90% of consumers have already left an e-commerce site that did not load quickly.
- 57% of consumers leave a slow site for competition.
- For every second of delay in loading mobile pages, conversions can drop by up to 20%.
- As the years go by, Internet users want speed and fluidity. Improving the customer experience requires optimizing the loading of your pages.
3. Personalization for the Customer Experience
One of the major trends in e-commerce is the creation of a more personalized experience for consumers. According to Accenture, 33% of customers who abandon an e-commerce site do so because of lack of customization.
- How do you customize shopping experiences on your merchant site? Here is a list (not exhaustive) of actions to take:
- Propose targeted recommendations based on previous customer purchases.
- Display additional products in the shopping cart.
- Integrate augmented reality to test or try a product virtually.
- Use geolocation to offer the nearest stores or pick-up points.
- Use predictive targeting to adapt the homepage to the user.
- Use customer visit or purchase history to offer targeted coupons.
4. Chatbots to Guide the Consumer
40% of Internet users do not care if they are helped by a robot or a real human. What matters to them: responsiveness and relevance.
It is not surprising if 45% of users consider chatbots as their first choice to contact customer service.
And in the e-commerce sector, this virtual assistant is very useful for boosting conversions: 47% of consumers say they are ready to buy items using a chatbot. Moreover, 35% of online shoppers have already ordered a product using a chatbot.
Developing a chatbot can capture visitors looking for information. If they can quickly be informed about your delivery terms, your return policy or the products offered on your website, they will be much more likely to buy.
A chatbot reassures you about your dynamism and reactivity. It unclogs your customer service while offering a personalized experience to your visitors.
5. Social Commerce for an Omnichannel
A study by BigCommerce found that 30% of online shoppers are ready to order a product on Facebook, Pinterest, Instagram, Twitter or Snapchat.
Social commerce consists of selling products directly on social networks. The buying experience is completely internalized to the platform.
Facebook, Instagram, Pinterest and Snapchat all offer social commerce features. The advantage of allowing purchases on social networks? The process is more fluid because the customer has all the necessary options (chat, delivery information, payment methods) in one page. There are fewer steps and clicks than on a traditional online store.
As a result, the customer experience is more interactive and fluid, increasing the conversion rate.