Everything you need to know about e-commerce customer experience (+ strategies)

E-commerce is about one-off transactions that are completed once the customer clicks "buy." After all, a customer finds a product, makes a purchase, and the transaction is done, right?

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If this is how you think, your business can be at great risk.

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The success of an eCommerce business doesn’t just depend on completed transactions. Instead, it depends on the entire customer journey, from the first click to the post-purchase experience.

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In a highly saturated e-commerce market, it is the customer experience that you offer can set your business apart. It's not just about making a sale anymore; it’s about creating an experience that brings repeat business and generates loyalty. 

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This article will dive into the A-Z of e-commerce customer experience, covering essential tips to deliver a great experience, key metrics to measure, and steps to evaluate it.

What is e-commerce customer experience? 

E-commerce customer experience is the overall impression and feelings that customers have when interacting with your online store.  It includes the perception of your brand at every touchpoint and interaction that customers have, from the moment it appears on the search results to the post-purchase support. 

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Simply put, the e-commerce customer experience is about viewing a purchase as more than just a transaction and building a relationship that makes customers feel happy and satisfied.

Why does your e-commerce customer experience matter?

As customers move away from basic purchase transactions and look for more engaging shopping experiences, e-commerce business owners are increasingly prioritizing customer experience. 

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Here’s how great customer experiences can make a difference for your business.

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1. More repeat business and referrals 

When customers have a good experience with your eCommerce store—such as seamless checkouts, quick customer support, and no-questions-asked returns—they are more likely to return for future purchases. 

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These satisfied customers don’t just come back alone, they bring their friends and family by recommending your business and expanding your reach. Plus, these returning customers tend to spend more per transaction increasing your average order value and giving you the opportunity for cross-sells/upsells. All of this translates into higher revenue for your business. 

2. Reduced cart abandonment

The average cart abandonment rate is 69.99% which means only 3 out of 10 buyers complete their purchase.

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A well-designed customer experience can help cut down on cart abandonment. When your customers have a smooth, enjoyable shopping journey, whether that’s through quick checkouts, lesser additional costs, or more support channels, they’re more likely to complete their purchases rather than ditching their carts halfway through. 

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By smoothing out any bumps in the shopping experience, you increase their chances of making a purchase.

3. Lower service and acquisition costs

Investing in a top-notch customer experience pays off by cutting down your service and acquisition costs. When your site is user-friendly and your customer support is on point, you’ll encounter fewer issues and less need for back-and-forth. 

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Happy customers also mean you spend less on attracting new ones since your satisfied shoppers do a lot of that work for you by spreading the word and sticking around.

4. Easier to enter a new market 

When you’ve built a reputation for great customer experience, breaking into new markets becomes a whole lot easier. 

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People are more likely to trust and try out your brand if they know you’re known for treating your customers well. So, when you enter a new geographical area or product category, you'll face less resistance as your goodwill will help you gain traction and establish a strong presence more quickly than other new market entrants.

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5. Brand differentiation 

In the crowded eCommerce space, a standout customer experience can be your USP. 44.5% of companies worldwide revealed that they perceive customer experience (CX) as a primary competitive differentiator.

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If you’re offering something unique—like free deliveries above a certain amount, exceptional support, or a hassle-free checkout—customers will notice. This helps set you apart from the competition and makes your brand memorable. It’s all about making your mark and giving people a reason to choose you over everyone else.

What does the e-commerce customer experience look like across the entire customer journey?

The entire customer journey of your e-commerce store can be broken down into three stages. It is important to deliver a good experience at each stage. 

1. Pre-purchase

The pre-purchase stage is all about the first impression. This is where potential customers discover your brand through good SEO, smart and eye-catching ads, or viral social content.

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Glossier, for instance, is known for its strong social media presence and user-generated content. It uses Instagram to build brand awareness and provide product information and customer reviews to help potential buyers in their consideration phase.

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2. Purchase 

This stage is the show time. This is where you reap the benefits of your pre-purchase efforts. Now, ensure that the purchase process is hassle-free and enjoyable. This can include offering quick load times, multiple payment options, and instant live chat support.

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Amazon's shopping experience is well known for its user-friendly interface, wide product range, personalized recommendations, and one-click payments. Their Prime membership further makes the experience beneficial with free shipping and exclusive deals.

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3. Post-purchase

The post-purchase stage is where you build loyalty and encourage repeat business by keeping customers informed about order status, shipping updates, and delivery times. Make returns/exchanges easy and follow up with thank-you emails, feedback requests, and discounts. 

Adidas, a world-famous sportswear brand, has an exciting reward program for loyal customers that offers a more engaging and involved experience with the brand.

E-commerce customer experience (CX) vs. User experience (UX)

Businesses often use user experience and customer experience interchangeably, but they cover different aspects of a customer's interaction with a brand. 

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While user experience (UX) is just a part of customer experience (CX), customer experience covers the entire journey a customer has with a brand. UX is basically how a customer interacts with your website or app. The focus here is to offer an easy-to-navigate interface, fast checkouts, easy payments, and more. 

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On the other hand, CX is much broader. It includes not only how a customer uses your site, but also their overall interactions with your brand, from discovering your products, through making a purchase, to post-purchase support, updates, and every other touchpoint. 

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The table below will help you better understand the differences:

|                      | E-commerce customer experience (CX)                                           | User experience (UX)                                                                       |
|----------------------|-------------------------------------------------------------------------------|--------------------------------------------------------------------------------------------|
| Scope and focus      | Narrower, focusing on website/app design, navigation, and functionality       | Broad, including marketing, customer service, order fulfillment, and post-purchase support |
| Emotional connection | Less emphasis on emotional engagement                                         | Strong focus on building emotional connections and brand loyalty                           |
| Touchpoints          | Limited to the digital interface (website/app)                                | Includes all customer touchpoints including digital, physical, and human interactions      |
| Feedback mechanism   | Primarily usability testing and immediate user feedback                       | Customer satisfaction surveys, Net Promoter Score (NPS), repeat purchase rates, etc        |
| Goal                 | Ensure ease of use, efficiency, and pleasant interaction with the website/app | Build long-term customer relationships, loyalty, and satisfaction                          |

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How to evaluate your e-commerce customer experience?

Improving your e-commerce customer experience begins with the present e-commerce customer experience analysis. Here are a few ways to do it. 

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1. Conduct a preliminary audit of your website 

Start by auditing key pages (homepage, product pages, category pages, checkout page) for design and usability consistency. Evaluate the site's navigation structure including clarity and conciseness of call-to-actions (CTAs) and the content quality. 

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Assess the site's loading speed using PageSpeed Insights across different devices and browsers. Check for mobile responsiveness of the site and important features like search, filters, and shopping cart. Review the checkout process for payment options, delivery information, discounts, and more. 

2. Survey Customers

Use Net Promoter Score (NPS) and Customer Satisfaction (CSAT) surveys to gather direct customer feedback. Ask them how likely they are to recommend your brand to others, why would they recommend, how satisfied they are, and where you can improve.  

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Use feedback tools such as InMoment and embed feedback prompts on different pages to understand the experience at different touchpoints. This may include delivery experience, product quality, shipping times, and return and exchange process.

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Create NPS and CSAT surveys using SurveyMonkey or Typeform. Analyze the survey results to identify common themes and areas for improvement.

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3. Analyze the customer journey

Map out the entire customer journey from awareness to post-purchase with Miro or a similar tool. Identify key touchpoints across the pre-purchase, purchase, and post-purchase stages such as website pages, email, push notifications, and social media.

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Analyze the feedback gathered from surveys and identify common friction points. Review interactions and engagement on social channels. Assess the open rates of your post-purchase marketing emails, promotions, and customer messages. 

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Then, use your customer service software to track the response times and resolution rates across support channels (email, chat, phone, social media). Find common trends and see where customers need the most help.   

4. Analyze user experience by collecting website analytics 

Use Google Analytics to track user behavior on your site. Pay attention to metrics such as bounce rate, average session duration, and conversion rates. These data points can help identify areas where the user experience may be lacking. 

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Implement heat mapping tools like Hotjar to visualize user behavior and identify areas of interest, confusion, and drop-off. You may also analyze indirect factors like search terms used for your site to understand user intent and improve product discoverability. 

10 ways to deliver a stellar e-commerce customer experience

We will now help you with 10 practical tips to deliver a referral-worthy e-commerce customer experience. 

1. User-friendly website design

First things first, ensure that customers can easily navigate your e-commerce store, find what they are looking for quickly, and enjoy a smooth shopping experience. The website structure and navigation should be frictionless and keep customers engaged until the very end of their journey.

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Here are a few things you must do  

• Compress images, use a reliable hosting service, and minimize the use of heavy scripts to ensure your website loads quickly.
• Design a clear and logical menu structure. Use dropdown menus to categorize products and make it easy for customers to find what they need.
• Ensure that your menu labels are clear and descriptive. Avoid jargon and use terms that your customers are familiar with.
• Add a visible search bar at the top of your website. Make sure it works well and provides relevant suggestions as users type.
• Make your website fully responsive on all devices, including smartphones and tablets.

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2. Predictive product recommendations and nudges

Predictive product recommendations improve the shopping experience by showing customers items they are likely to be interested in, based on their browsing history, preferences, and purchase behavior.  

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Use tools like Bloomreach to recommend products through personalized emails, SMS, or display pop-ups when customers abandon their carts or view certain items frequently. On product pages, show related items that complement the one being viewed. This can increase the average order value. 

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You can also display messages such as "250 people bought this month" or "Sam from Tunisia bought X sneakers" to create urgency and prompt quicker decisions.

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Fomo is a social proof marketing platform that lets you share such notifications with its customizable templates, page rules, and theme builder options. You can control every element of the nudges to fit your brand perfectly. It supports 29 languages and advanced geolocation features, allowing you to deliver relevant and localized messages to a global audience. 

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💡Get started with Fomo’s 14-day free trial here. 

3. Detailed product descriptions and clear images/videos

To help customers make informed and quick purchasing decisions, you must provide detailed product descriptions and clear, high-quality images. Descriptions should include key features, benefits, size, dimensions, weight, care instructions, and any other relevant information. Use bullet points to make it easy for customers to scan.

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High-quality images from multiple angles, close-ups, and a 360-degree view video allow customers to see exactly what they are buying and reduce the likelihood of returns. Provide detailed size charts and dimensions to help customers choose the right product, especially for clothing and home decor. 

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You may also implement virtual try-ons using software like Zakeke that allows customers to see how products, such as accessories or makeup will look on them before purchasing. 

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4. Easy checkout process 

A complicated or lengthy checkout process can prevent 17% of shoppers from buying, leading to abandoned carts and lost sales. Here are some ways to keep your checkouts easy and quick

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• Include different payment methods such as credit/debit cards, Apple Pay, pay-on delivery, and more
• Allow customers to checkout as a guest i.e. without creating an account, reducing friction and making the process faster
• Provide an option for customers to save their shipping and payment details for future purchases
• Minimize the number of fields in your checkout form to only the essential information required to complete the purchase
• Use a progress bar to show customers where they are in the checkout process and how many steps remain 
• Consider offering free shipping above a certain amount or factoring in the shipping costs into the product price.

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5. Proactive customer service 

87% of customers appreciate proactive solutions which is why you must anticipate and address customer needs before they become major issues. Consider adding multiple support channels like email, call, SMS, and live chat to make it convenient for customers to reach you. 

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You may use Freshdesk or a similar tool to add a live chat widget and chatbot to your site. This helps provide round-the-clock customer service for different time zones and lower response times with automated responses. 

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Besides, 88% of customers say they want access to a self-service portal when shopping online making it important to create a full-fledged FAQ page or include FAQ sections in your product pages. Also, actively monitor your social media accounts for customer queries and feedback, and respond promptly. 

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6. Personalized email marketing

Next, personalize your email communications to the preferences and behaviors of your customers. Such emails show customers that you understand their needs and value their business. To do this, segment your email list based on customer behavior, preferences, buying stage, and purchase history to send targeted and relevant email campaigns.

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Below is a set of personalized emails you can include 

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1. Welcome emails: Send a welcome email when a customer registers on your site. Introduce them to your brand or offer a special discount on their first purchase.
2. Post-purchase follow-up: After purchase, send a thank-you email along with product care & usage instructions, feedback requests, and related product suggestions.
3. Abandoned cart reminders: Automatically send emails to customers who left items in their cart. Remind them to complete the purchase or incentivize them with discounts. 
4. Retargeting emails: Send retargeting emails including any benefits or promotions to customers who have shown interest in specific products but have not yet purchased.

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For such emails, using Smartrmail makes sense as it offers powerful email automations for abandoned carts, welcome emails, and more. Its deep integrations,  ML algorithms, smart segmentations, and email templates make it easy for you to get the ball rolling in a few minutes. 

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7. Loyalty programs

Consider launching a loyalty program as rewarding customers for their continued business can create a sense of appreciation and build long-term relationships. No wonder, 85% of buyers say loyalty programs make them more likely to continue shopping with brands.

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These programs can include points for purchases that can be redeemed, exclusive discounts, early access to new products or sales, and special perks that make customers feel valued. You may also reward customers for referring friends and family to your store as it expands your customer base.  

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8. Hassle-free return and refund policy

Give your customers a fair chance to undo their purchase decisions with a return and refund policy.

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For this, there should be a detailed and easy-to-find guide on your website on how customers can return or exchange items. If possible, provide free return shipping to remove any financial barriers for customers. 

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Even if your products cannot be returned or exchanged, clearly state the reasons behind it, such as hygiene reasons for personal care products, and offer alternate solutions if possible.

9. Product subscriptions 

Subscriptions can create a consistent revenue stream, deliver value and convenience to customers, and encourage repeat purchases of your products. 

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First, determine which products are suitable for a subscription model, such as those that customers regularly need to replenish or enjoy receiving like pet supplies, groceries, etc. Offer different subscription plans (monthly, quarterly, annually) for varying preferences and budgets. 

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Incentivize the subscriptions using discounts and early access to new products. Give your customers the option to easily create, pause, or cancel their subscriptions anytime. You may opt for a platform like Recharge to manage and scale the subscriptions. 

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10. Customer testimonials on product pages 

95% of consumers read online reviews before they shop. To build satisfaction and credibility, you must display positive and honest customer reviews on respective product pages. Have star ratings to provide a quick visual summary of customer satisfaction levels. Include the star ratings in product lists as well so that buyers can quickly determine product quality without viewing the entire product page. 

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You may add a Q&A section where potential customers can ask questions that existing customers can answer. Feature photos and videos from customers using your products to provide additional proof of quality and trust. Lastly, provide customers with the option to leave reviews in this section so that the feedback is always up-to-date.

Metrics to measure e-commerce customer experience

After putting all the above tips into practice, it's crucial to know if your efforts are paying off. Tracking key performance metrics allows you to understand the ROI of your strategies. These include 

1. Customer satisfaction scores (CSAT)

Customer satisfaction score (CSAT) is a straightforward metric that measures how satisfied customers are with a particular interaction, product, or service. Typically gathered through post-purchase surveys, CSAT asks customers to rate their satisfaction on a scale (e.g., 1 to 5 or 1 to 10). 

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A high CSAT score/percentage indicates that customers are happy with their experience, while a low score/percentage may highlight areas needing improvement. 

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CSAT calculation: (Total number of responses/ Number of satisfied customers)x100

2. Net promoter score (NPS)

Next up is the net promoter score (NPS) which measures customer loyalty by asking how likely customers are to recommend your brand to others on a scale of 0 to 10. Based on their scores, customers are categorized as Promoters (9-10), Passives (7-8), or Detractors (0-6). 

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A high NPS indicates strong customer loyalty and satisfaction with your e-commerce customer experience, whereas a low NPS suggests otherwise.

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NPS calculation: % of promoters - % of detractors 

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Note: Don’t place % behind your NPS score as it is not a percentage but an absolute number. Ignore the percentage of passives in the calculation. A positive NPS is generally considered good. 

3. Repeat purchase rate

The Repeat purchase rate measures the number of customers who return to buy from your e-commerce store again. This metric helps you get a grasp of customer loyalty and the effectiveness of your retention strategies. High repeat purchase rates indicate that customers are satisfied with their experience and find value in your products. 

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Repeat purchase rate calculation: (Number of repeat customers/Total number of customers) x100

4. Referral purchase rate

The referral purchase rate measures the number of new customers who make a purchase based on recommendations from existing customers. This metric reflects the success of your word-of-mouth marketing and the overall satisfaction of your current customer base. 

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A high rate of referral purchases indicates that your customers are not only satisfied but are also willing to advocate for your brand. 

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Referral purchase rate calculation: (Number of referral purchases/Total number of purchases)x100

Ready, set, and deliver!

There you have it! We’ve covered everything you need to deliver a stellar e-commerce customer experience –from doing an e-commerce customer experience analysis to 10 actionable tips that can transform it into a great one. 

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We’ve also outlined key metrics to measure customer experience and what a great experience looks like across the entire customer journey.

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Remember, this transformation can only happen with the right tools in place that help you seamlessly integrate feedback, track performance, build personalized workflows, and continuously optimize every touchpoint. 

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Equipped with these tools and insights, you can create a customer experience they remember for all the right reasons, driving satisfaction, loyalty, and revenue.

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