One of the most important drivers that contribute to the success of today’s D2C business is delivering the excellent customer experience. According to PwC, 73% of customers say that customer experience is the key factor in their purchasing decisions, followed by price and product quality. Offering great experiences leads to increased brand loyalty and customer retention, as well as driving positive online reviews and word of mouth marketing. 

Although D2C brands recognise the power of good customer experience and the value of engagement, not many are able to master it. So in this post, we’ve dug deeper into how D2C business improves eCommerce customer experience. 

What is eCommerce customer experience? 

eCommerce customer experience is defined as all the perceptions of customers before, during and after they browse an online store. In fact, how customers feel about a brand affects their buying decisions and loyalty. If your brand treats customers well, they are more likely to make repeat purchases and recommend you to others. 

In today’s highly competitive e-commerce environment, it is crucial to make customers feel satisfied throughout the buyer journey. From how customers research items and evaluate alternatives to completing the checkout process and finally contacting post-purchase support, every stage of the buying process must be considered. 

How D2C business improves eCommerce customer experience 

Make your website user-friendly 

To many D2C brands, the website is still considered as the main sales channel. Thus, to deliver a great customer experience and drive more sales from this channel, you need to make your website user friendly for every visitor. 

Customers love easy-to-navigate pages that allow them to browse the products and locate exactly what they need. Therefore, your online store should not only be aesthetics but also keep organized by categories, collections and subcollections. The more intuitive your website appears, the easier customers can browse it. Furthermore, all CTA buttons should be featured prominently so that customers can easily navigate through. 

Let’s take Uniqlo’s website as an example. It allocates products into 4 main categories and provides various collections and subcollections in the drop down menu. Beside, the search bar is big and clearly visible at the top so customers can easily find out the items they want. 

Uniqlo website - eCommerce customer experience

Deliver great mobile experience

According to Statista, mobile commerce sales hit 72.9% of retail e-commerce worldwide in 2021. With the rise of mobile shoppers in recent years, brands should make sure that their website is mobile responsive and deliver a seamless shopping experience to customers. 

Keep in mind that mobile optimization is no longer the cutting edge, but a must for D2C brands which want to improve the customer experience and leverage sales. To make your website more mobile friendly, you can start with eliminating inessentials sections and keeping important elements above-the-fold. Slow loading speeds lead to a poor user experience and drive high bounce rates on mobile. Therefore, you can speed up your website by compressing images to reduce their sizes without affecting the quality. 

If you want to keep your website mobile friendly right from the start, let’s select a Shopify mobile theme. These themes are designed for mobile devices so rest assured that your website displays well on any screen sizes. 

Another option that you can take into consideration is developing a mobile app for your online store. With a dedicated mobile app, you have more chances to engage with customers and deliver them a personalized shopping experience. 

Personalized shopping experience

Another way that you can utilize is to give your customers a personalized shopping experience. Brands can start by getting the basic information about customers through newsletters form and promote products relevant to their age, interest and past browsing behavior via marketing emails. 

Besides, you can suggest personalized product recommendations based on the user’s location, shopping, and browsing history. Take into consideration using exit intent pop-ups, discounts, abandoned cart messages to ensure that your customer experience game is on-point. Use real-time info like location or product-browsing history to give users offers, or make recommendations based on purchases by similar customers or their feedback in surveys. This will drive impulse purchases, lead to fewer returns and improve customer experience. 

When it comes to offering personalized shopping experience, Stitch Fix did a good job. It is well known for delivering handpicked fashion products to individual customers based on their preferences and engagement history.

Stitch Fix

Build a community

As mentioned above, one of the most effective ways to improve customer experience is to engage them on a more personal and emotional level. And a community enables your brand to build a closer relationship with customers, easily interact with them and listen to their feedback. 

Simply put, a community is a group of people who are engaging and loyal fans of your products. Unlike other channels, community is a sentimental place that bridges the gap between a brand and its customers. 

Social media and email are two of the most potent channels to build a community. You can encourage your community to leave reviews and ratings on your product pages. Some companies, such as SkullCandy, have created a thriving Facebook community of over two million members. Here, customers can share product reviews, user-generated content, usage tips and much more.

SkullCandy Facebook community

Have a seamless checkout process

Creating an easy checkout process could reduce significantly the number of abandoned carts and minimize the bad customer experience. In terms of the checkout process, it should be simple, transparent and secure to motivate customers to finish the whole progress with no hesitation. 

It is suggested to include many types of checkout options so your customers can take their preferred payment method. Plus, if you find that you have a high abandoned cart rate, you can quickly deploy a feedback intercept on your website to check what the issue is.

Deliver an omnichannel customer support

A McKinsey’s research indicates that more than half of customers engage with three to five channels during each journey they take towards making a purchase. Modern customers aren’t just shopping through one specific channel every time. They interact with numerous channels, from websites, social media, email, print to mobile apps. Hence, it is necessary to quickly reply to customers’ questions no matter where they are.

Manage omnichannel conversations on one dashboard

With omnichannel customer support, all messages from live chat, email, social media, phone calls can be categorized and displayed intuitively on one dashboard. Thereby, your agents can guide and support the customer quickly through every step of the journey across all platforms. 

Get the full customer profile 

No need to switch between multiple tabs to find consumer information. You have the overview of each customer based on their interactions and touchpoints with the brand. All customer’s data displays right next to the conversations so you can easily view, edit orders, modify subscriptions, and refund payments without leaving your dashboard. Also, this powerful feature helps your brand drive more sales by giving customers a personalized shopping experience via customer support. 

Reduce response time with automate support 

Your support team is struggling with thousands of repetitive queries and common asked questions from customers every single day? Self service and FAQs section embedded right on the chat widget will be the best solution that allows your customers to help themselves and save time for the support team. In addition, you can shorten the response time by using macros – pre-made messages for common questions. 

Wanna see how omnichannel customer support can help your businesses deliver excellent customer service and leverage sales from it? Get in touch with our expert team to book a demo. 

No better time than now to improve eCommerce customer experience 

eCommerce customer experience plays an important role in the success of today’s D2C brands. If your business is still struggling with improving eCommerce customer experience, it is no better time than now to make it right. Don’t hesitate to contact us to get free consultations about how to tailor the above methods for your business. 



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