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If you’re a newcomer or even an established player in the eCommerce arena, it’s understandable to feel like a ‘small fish in the big sea’, trying to swim to the top to get yourself noticed and grab a slice of the eCommerce pie.

Creating brand awareness and having a good website to showcase your products is great and is all part of the key contributing factors for your eCommerce business to compete effectively. But it needs more, so if you don’t understand consumer behaviour and create customer satisfaction then how much damage are you potentially causing to the success and growth of your eCommerce business.

Understanding Consumer Behaviour

Unlike shopping in a bricks and mortar shop, in can often be difficult for etailers to build a rapport with their customers and build a trust factor for the customer to feel safe in providing payment details online, especially to an eCommerce shop they have never shopped from before; given the ever diminishing trust in on-line merchants in fear of that dreaded word ‘Fraud’!

Therefore a consumer becomes a lot more wary about shopping on-line and will often assess the following:
• Website functionality
• Customer reviews
• Prices
• Payment options including PayPal
• Delivery options and costs

If your customer is not satisfied with any of the above then it will lead to customer dissatisfaction, loss of custom and potential negative word of mouth!

Building a Good Customer Experience

If you want to create a good experience for your customers online then assess the following against your on-line store.

1. Site Performance

The loading time of your website could potentially affect your bottom line, after all were meant to be offering the consumer a seamless shopping experience.
According to Kiss.Metrics
51% of mobile internet users say that they’ve encountered a website that crashed, froze, or received an error and so navigated to a competitor.
40% of people abandon a website that takes more than 3 seconds to load.

And I’m certain we’ve all experienced this… the dreaded 404 error …clicking on a link only for it to be broken. Don’t provide the ammunition for your potential customers to gain a negative experience, after all your competitors are only a click away!

2. Mobile Optimized

Customers expect to able to shop anywhere at any time on their mobile device! So if you’re not on board yet or you don’t thinks it essential, ignoring mobile from your current strategy means you’re missing out on a whole platform by which your customers can reach and communicate with you.

More significantly given the latest Google algorithm update, it states that if your website isn’t mobile friendly, then you won’t show up in the search results for those using a mobile device. So it’s simple, get your website mobile optimized!

3. Credibility

Credibility is a huge aspect for consumers, they want to be able to trust you. So create an ‘About Us’ page as first time buyers will want to know more about your business.

Put simply, providing a positive customer experience has the potential to drive more sales, create word of mouth about your brand and increase customer retention!

So take the time to assess the consumer experience of your website and fix any teething issues to provide Customer Satisfaction over Dissatisfaction!

by Tanya Wasiuta on 11/06/2015

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