The efforts you make to improve the e-commerce experience can be coupled with ongoing monitoring and analysis to identify where and when friction is popping up. Some tell-tale indicators include:
- An increase in shopping cart abandonment rates
- A rise in questions and complaints to your contact center
- A drop in overall site traffic
Don't rely on those signals alone, however. While it has become increasingly used by security professionals, user behavior analysis is a great way to see what customers are doing—or not doing—when they visit your site.
As you make improvements, meanwhile, think about how you can A/B test for friction. Introducing two different versions of a product landing page, for instance, or more than one iteration of a "progress bar" on your e-commerce pages, will show if you're reducing friction or making it worse.
Beyond lost sales, a poor e-commerce experience can lead to negative feedback on review sites, social media or other channels where customers connect with each other. It can also mean more inventory left sitting around and, perhaps worst of all, more business that goes to your competitors.
The goal should be to establish continuous performance monitoring that studies for e-commerce friction holistically. Taking a break/fix or piecemeal approach won't work because even if there's friction in one step of the e-commerce experience, it will likely affect many or all of the others.
Fortunately, calculating return on investment (ROI) for e-commerce CX improvements is easy. Take out the friction and you'll see customers buying more, more often. They'll be more likely to leave positive reviews or testimonials. Revenue can increase as the costs to acquire and keep new customers go down. In other words, there will be less friction between you and the long-term success of your company, too.
Discover how Verizon can help you achieve an improved digital CX by blending human and artificial intelligence.