The Big 7: Optimizing the online shopping experience
Optimizing the 7BIG digital shopping experience. Renee Racine-Kinnear Director, Online Customer Experience Indigo Books Inc.
First, a little context. 82% of consumers have stopped doing business with a company as a result of a negative experience. Customer Experience Impact Report, Harris Interactive 2010 Commissioned by RightNow
Then, a little perspective. 80% of Starbucks’ revenues come from customers who visit their stores an average of 18 times a month. Business Week, 2006
And a can of worms. True customer experience is defined by the customer’s perception of the interaction. Bruce Temkin, Experience Matters
01 Yeweni, Victoria, AU7 actionable waysto make your experiencebetter.
Don’t guess. Test. 03 “There are three kinds of untruths: lies, damn lies and statistics.” Mark Twain
Top 5 reasons to test. 03 1. You aren’t the customer. 2. Your executive team isn’t the customer. 3. Your customer, as it turns out, IS the customer and you have access to them. 4. If you make changes that increase conversion, you did the right thing. 5. The words “actually, we tested that and…” trumps any argument or pushback.
Customer labs and beyond 03 Concept/Idea testing: 1:1 with your VoC volunteers. Creative/page layouts: A/B or multi-var, content management system Live features: 1:1 lab interviews or remote testing
60% of mobile shoppersare shopping from home. Ipsos/PayPal survey 2011
70% of iphone owners useapps while shopping instore accenture, as reported by Internet Retailer 2010
The mental shift. 05 6.6 million Canadians own a smartphone. 53% use it to make purchases.
The mental shift. 0516% of Indigo.ca visitors were mobile thisholiday season.
The way it is. 05 The same experience. Good or bad from one, transfers to the satisfaction with your overall experience.
A great omni-channel experience. 05 Consider your customer in all channels. Identify their needs. How can you make life better for them by layering your channels?
06 Paulo Margari, BerlinDevelop features that set youapart.
What it means to be Canadian online. 06 When you’re up against a powerhouse, competing on price isn’t an option.
What it means to be Canadian online. 0685% of shoppers said they would be willingto pay more to ensure a superior customerexperience.Customer Experience Impact Report, Harris Interactive2010, Commissioned by RightNow $
But what is a ‘better experience’? 06 Shoppers overwhelmingly cite Amazon’s UX Professional experience as the best around. Your Customers
But what is a ‘better experience’? 06UX designers *usually don’t agree. = UX Professional*some UX designers probably work at amazon Your Customers
Ways to differentiate. 06 Design *Features that make Product shopping with you Value easier, faster, better, more satisfying Service Follow through
07 Kygp, ParisNever view a purchase as the end.
Post-transaction must do’s. 07Say thank you.Give a rock solid delivery date – per item if necessary.Confirm the order via email/sms.Allow a window for change.Welcome returns.Encourage sharing or commenting on their experience.
26% of global consumersposted negative commentsafter having a negativecustomer experience. Accenture research
Happy customers will tell3-6 people… or more if youfacilitate the dialogue.Here’s how...