El comercio electrónico no es un fenómeno nuevo, pero tampoco es algo que las empresas pueden permitirse el lujo de ignorar. Si usted tiene productos o servicios que los clientes desean, usted los debería ofrecer a través de una plataforma en línea. ¿Entonces que debo considerar para tener una tienda en línea exitosa? Esta guía gratuita de 22 páginas es un gran recurso para ayudar a las empresa que quieren ofrecer una excelente experiencia de comercio electrónico a sus clientes. Con ella usted aprenderá: 1. Las razones por las cuales la experiencia en su tienda en línea es la parte más importante de su estrategia de comercio electrónico. 2. Cómo hacer que su marca sea transparente. 3. Consejos para disminuir significativamente la tasa de abandono del carrito de compras. 4. Las mejores prácticas para crear una experiencia de comercio electrónico inolvidable en plataformas móviles. Consulte nuestra guía de comercio electrónico para empezar a mejorar la experiencia de sus clientes en línea y atraer nuevos consumidores.

1. TIPS
FOR
DELIVERING
AN
EXCEPTIONAL
eCOMMERCE
EXPERIENCE

2. TABLE OF CONTENT
INTRODUCTION 3
FOCUS ON THE CUSTOMER EXPERIENCE 5
PAY ATTENTION TO ABANDONED CART RATES 8
MAKE PURCHASING SIMPLE AND EASY 12
OPTIMIZE FOR MOBILE 15
BE TRANSPARENT 18
CONCLUSION 21
1
2
3
4
5

3. 3
Whether you have a new business idea or a 20-year-old company, the time
is ripe to venture into the world of eCommerce. Trust us and seize the
opportunity. Not in a year, not in a couple of months and not next week. The
time to launch your eCommerce store is right now.
Consider that Amazon, the largest eCommerce seller in the world, accounted
for 25% of all retail growth in the United States in 2015. As incredible as that
number seems, it’ll only increase in the coming years. If you’re in the business
of selling products and services, an eCommerce shop should be part of your
plans in 2016.
Now that we’ve convinced you to join the eCommerce fray - or even if
you’re just looking to improve an existing store - it’s our responsibility to set
you along the path to success. Given the explosion of eCommerce, there’s
no shortage of information on the subject. But when you’re delving into
something new, it’s difficult to decide which resources to read first.
INTRODUCTION

4. 4
Stop the search: this guide is that resource. With eCommerce technology like
Shopify, BigCommerce and Volusion, setting up an online store is easy. The
difficult part is attracting customers, delivering a great experience and
ultimately, converting visitors. In fact, because eCommerce technology
is so advanced, businesses are now competing mainly on the strength of
the experiences they provide their customers. The better the experience
- from awareness all the way to post-conversion - the more success a
business will have.
For these reasons, instead of focusing this guide on launching your digital
shop, we’re going to give you the rundown on how to deliver an exceptional
eCommerce customer experience.
At the end of the day, satisfied customers keep your business running. Too
many eCommerce shops launch and then assume the money will come
rolling in. It doesn’t and it won’t. That’s why you need these 5 Tips For
Delivering An Exceptional eCommerce Experience.

5. 1It’s in the title of this How-To Guide, so
you’re thinking, “Come on, we already
know we need to focus on the experience!”
The thing is, you can never worry too
much about the customer experience
you’re delivering because it can always be
improved.
FOCUS
ON THE
CUSTOMER
EXPERIENCE

6. 6
In a recent survey conducted by an eCommerce solutions provider, 75%
of respondents said they would be unlikely or highly unlikely to buy from
a digital retailer after a poor customer experience. Considering that repeat
customers are what keeps most companies running, few businesses can
succeed without generating loyalty and advocacy amongst their audience.
Case in point: it’s six to seven times more expensive to acquire a new
customer than it is to keep a current one.
POOR
COSTUMER
EXPERIENCE
75%
WON’T
RETURN
V
V

7. 7
Since you don’t often receive complaints from your customers, your
eCommerce experience may appear to be satisfying your digital audience
- and that could be the reality. However, a typical business only hears from
4% of its dissatisfied customers.
Let that sink in: statistically, if you have 100 unhappy customers, only four of them
will tell you directly. And the other 96 dissatisfied customers? They’ll tell their
family, friends and anybody else who will listen not to do business with you.
The takeaway from these stats isn’t just the notion of your customer experience
being critical to eCommerce success, it’s that you have to be proactive
about identifying the experience you’re delivering, and most importantly,
understanding that it needs to be constantly iterated.

8. 2Dealing with the frustration of potential
customers abandoning their carts when they’re
one step away from making a purchase is part
of the eCommerce game. You put tireless effort
into marketing your products or services, funnel
traffic to your site, generate positive reviews, yet
customers still abandon their carts. Abandoned
carts are such a constant, they’re enough to make
you give up trying to figure out what’s going on
and accept them. But you must resist this urge.
PAY
ATTENTION
TO ABANDONED
CART RATES

9. 9
As Harry Potter’s professor Mad-Eye Moody would say, your abandoned
cart rate is an area that requires “CONSTANT VIGILANCE!” Even though it’s
frustrating to put in hard work without seeing results, there are ways to
reduce your abandoned cart rates, and the slightest improvements can have
a big impact on your bottom line.
Think about your abandoned cart rate like your conversion rate: even a
percentage point of improvement in the number of visitors you convert
to customers makes you more money, without adding more visitors or
spending a cent on additional marketing. Reducing your abandonment rate
achieves the same result.

10. 10
Let’s say your average sale is $25.
A recent study found that the
average online shopping cart rate
of abandonment rate is 68%. For
every 100 customers who put items
into their cart, you’re on the verge
of making $2500 - but 68% of these
customers abandon their cart, so
you only wind up making $800.
Here’s where persevering through
frustration and paying close
attention to your cart abandonment
rates can pay dividends. The
number we quoted above was
the average abandonment rate of
various studies, but some sources
found cart rate abandonments as
low as 62% in their independent
studies. If you can reduce your
shopping cart abandonment rate
by 5% - which the stats suggest is
possible - you stand to gain $125
(for every 100 customers) you
previously assumed was lost.
100
USERS
68%

11. 11
Abandoned carts are an
inevitable part of eCommerce,
but blindly accepting the
rate at which your customers
abandon their purchases is not.
In the current, relatively early
stages of eCommerce, striving
to reduce your shopping cart
abandonment rate can net
you a huge advantage over
competitors who aren’t quite as
vigilant as you.

12. Speaking of abandoned carts, we’ve all had that
experience. You’re scrolling through your Twitter
or Pinterest feed and a product jumps off your
screen, into your mind’s eye, and right onto your
coffee table (if it’s a set of cheeky coasters, for
example). You click on the glorious coasters and
are directed to a decent-looking eCommerce
site. You add the coasters to your cart, virtually
e-skipping your way to a purchase.
3MAKE
PURCHASING
SIMPLE
AND EASY

13. 13
And then you see the dreaded pop-up; you know, the one that asks you
to create an account before you make a purchase? After some audible
grumbling, you tell yourself the brand is asking you to create an account
with the best of intentions: they want you to have easy future access to
more awesome products like the cheeky coasters you still really want.
They’re throwing up a barrier to purchase instead of making it simple and
easy, but hey, the coasters are very cheeky.
You begin to fill in the information to create your account. They ask for all
the usual stuff, like name, address, phone number, email address, company
name, the number of employees in your company, your favorite color,
mother’s maiden name...wait, what? You don’t want to give out some of this
information, which is totally unnecessary for this brand to even ask for, so
you try to submit it with the basics. No dice.

14. 14
Now panic sets in. You want the
coasters but you’re annoyed with
your overall experience, and your
desire to stop dealing with things that
frustrate you is becoming stronger
than your fading urge to make a
purchase. Finally, with one last glance
at the little red sentence reading,
“Please fill out the required fields” you
click out of the eCommerce shop,
leaving your cart totally abandoned.
Before opting to include things
like mandatory account creation,
the number of fields on your
forms, payment options or pop-up
notifications, run through this quick
checklist:
If you cannot check off all of these boxes, don’t add
the feature. Period. It doesn’t matter what it is - if it
makes the purchase process more difficult for your
customer, it’s doing more harm than good.
eCOMMERCE CUSTOMER
EXPERIENCE CHECKLIST
Does this improve the
shopping experience of my
customer?
Does this make buying my
products or service easier?
Is this absolutely necessary in
order for a potential customer
to make a purchase?
Would I want to come across
this if I were buying something
from an eCommerce store?

15. Since it’s 2016 and mobile device
are a cultural norm, telling you
to optimize your eCommerce
experience for mobile might seem
a little obvious. But within the realm
of eCommerce, mobile commerce is
still developing. In fact, 72% of 2015
eCommerce spending was conducted
on a desktop, with just 15% on a
smartphone and 13% on a tablet.
4OPTIMIZE
FOR
MOBILE

16. 16
The most critical thing to learn from mobile playing second fiddle to the
desktop in terms of eCommerce sales is that it’s not likely to last. But in the
meantime, there may be some customers who have multi-device purchase
journeys, and those experiences are the real concern.
Picture this: you’re at work and eating lunch at your desk (again). You decide to
check out Pinterest to give your brain a rest and there it is: the backyard patio
table you’ve been dreaming of! Hardly containing your excitement, you click
through to the eCommerce site that offers the table and add it to your cart but
alas, lunch is over and you need to get back to work.
Later on that evening, you’re watching TV and trying to unwind when, like
a bolt of lightning cracking the base of a tree, you’re hit with the image of
that perfect patio table. Your laptop is all the way upstairs so you pull out
your phone and navigate to the eCommerce site where you’re surprised and
disappointed to find a completely different experience than you had on your
desktop - and not for the better.

17. 17
This scenario leads to another shopping cart abandonment, and all because of a
poor experience.
There are other things to worry about when it comes to mobile commerce, like
ensuring customers can checkout with PayPal, which studies show can increase
mobile purchases by up to 34%. But starting with the simple goal of ensuring
you deliver an excellent eCommerce customer experience across multiple
devices lays the foundation for you to get a leg up on your competitors both
now and in the future (when the sales scale inevitably tips toward mobile).
34%

18. Although some eCommerce wares are digital, we often forget that a vast
majority of eCommerce dollars are spent on tangible products and services.
And these real-world products and services need to be packaged and
delivered to their purchasers who, in some cases, are located across the
world from sellers.
The disconnect between eCommerce shops and the real-world is one that’s
admittedly been solved by many big eCommerce brands. Amazon likely
makes shipping and receiving errors, but they also probably take care of
these issues before anybody notices; that’s how organized they have to
be simply because of how big they are. In short, Amazon is transparent
about how they conduct their business, which is a lesson many eCommerce
retailers still need to learn.
5BE
TRANSPARENT

19. 19
In 2016, a brand’s transparency is paramount to its success. Remember the
stat about 75% of customers choosing not to give a brand repeat business
after a bad experience? You better believe transparency plays a large role in
defining a digital customer’s experience.
Pretend you’re doing some shopping for the art fan in your life and you
stumble across a cool retailer selling small framed prints perfect for hanging
on walls. You easily find a dozen prints you like but decide to narrow the
purchase down to four, with the intention of buying more prints as future
gifts. After viewing your final total plus shipping fees, you complete the
purchase and are excited about receiving your prints.
That is, you were excited, until you received your prints and had to pay an
$87 fee to accept your package from the shipping company (duty charges,
apparently). Blindsiding your customers with a charge that’s 30% of their
purchase total isn’t a good way to deliver a satisfying experience, nor is it
remotely transparent. The only thing this brand has accomplished is making
sure you never buy from them again, even though you wanted to. And the
worst part of the whole experience? You love the prints.

20. 20
If the brand had just outlined how
much duty would be charged upon
delivery of the package, chances are
you would have paid it. But there’s a
big difference between being asked
to pay an amount you acknowledge
than being totally surprised - and
essentially pigeonholed - into paying
an unforeseen charge.
The mystery shipping charge is just
one example. There are many ways a
business can forgo transparency with
its customers. To help you stay on
track in being a transparent business,
here’s another quick list of things to
ask yourself before deciding to keep
information from your customers:
If you check any of these boxes, you must not
remove the information in question as doing so
would directly compromise your transparency to
your customers. The less transparent you are, the
fewer repeat sales you make, which spells trouble
for your brand.
BRAND
TRANSPARENCY
CHECKLIST
If I were a customer, would I
want to know this information?
Could this information
reasonably impact a
customer’s purchase decision?
If a customer discovers this
information after they make
a purchase, will they be upset
you withheld it?

21. 21
CONCLUSION
There’s a lot of noise out there when it comes to eCommerce; do this, fix
that, use a certain platform or technology and the money will follow. It’s
actually much simpler than that: if you focus on delivering an exceptional
eCommerce customer experience, you’ll generate repeat business, create
loyal brand advocates who make referrals, and then you’ll see an increase
in your bottom line.
If you’re ever feeling lost, put yourself in your customer’s shoes and ask:
would I want this? Does this make it easier for me to buy something? Is
this transparent?
We also encourage you to consult our handy little checklists as they’ll help
cast a light on the right direction. Finally, we hope you learn from our
5 Tips For Delivering An Exceptional eCommerce Experience Guide
- good luck and happy e-selling!

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