Picture the scene. You’re scrolling through social media. You stumble across a promoted post for a pair of shoes you like. You click the link. One, two, three, four, five seconds, and the website finally loads. You select your shoe size. Pick a colour. Add it to the basket. You proceed to checkout, and then wham! Page error.
Frustrating for the customer, damaging to the retailer
This is just one out of a host of common examples whereby a retailer has done the hard work to capture customer attention, only to blow it all with a poor e-commerce experience. In fact, some studies show basket abandonment rates to be as high as 96%. That’s a staggering figure that is causing many retailers to lose millions of pounds in potential revenue every year.
Disjointed customer journeys, unclear payment processes, slow site speed, lack of mobile optimisation, and poor user experiences – these are just some of the issues customers encounter when shopping online. And with 89% of UK consumers shopping online in the past year, the spotlight has been well and truly placed on the retailers who are failing to meet customer expectations online.
Give the customer what they want and more
Retail customers want fast site load times. They want a site that is easy to navigate and provides the information they need. They want personalised recommendations. They want a unified in-store and online experience that allows for a seamless transition between the two channels.
Of course, customer trends, wants and needs change all the time. So your e-commerce platform also needs to be nimble enough to change and respond to tomorrow’s customer.