Once an enterprise has set up its ecommerce platform, it needs to decide how it will entice its customers – new and old – through the entirety of the customer experience journey.

In the Magento ebook, Want to Build an Irresistible eCommerce Experience? the authors say retailers will need to be prepared to create content and shopping experience for different customer types. They will also need to continue analysing customer behaviour and evolving customer experience until they get it right.

The eBook references research by Episerver which revealed 92 per cent of customers who visit a website do not make a purchase, and that this outcome can be attributed to factors including confusing navigation, difficult checkout and incomplete content.

So how can we turn a visitor into a customer?

There are six essential experiences ecommerce retailers can utilise to lessen the chances of customers clicking the close tab button.

1. Built for speed

An ecommerce platform must be fast and efficient especially during traffic surges and transaction spikes.  Look for a cloud-native ecommerce platform combined with cloud services as it will often maximise speed and flexibility. Try to stay clear of older platforms that aren’t cloud natives, this means companies will have to manage multiple cloud vendors themselves.

2. Extreme flexibility

A flexible platform stands out to consumers and allows them to do something different from the mainstream sites this could be something as simple as virtually trying on a product or embedding AI.  A recommended ecommerce platform should be able easily configurable so as to enable you to adapt your customer engagement experience based on their purchasing behaviour. Those that are completely locked and only have rigid templates should be avoided.

3. Rapid content creation and publishing

Content is a major part of creating an irresistible customer experience with 87 per cent of customers rating product content highly when deciding to buy. 67 per cent of consumers say its important for brands to automatically adjust content based on their current content.  Brands should consider a platform with tools allows content creation and segmentation of content by user interest and behaviour.  Beware of platforms that make it difficult to create, preview and publish content.

4. Mobile first (and always) development

As more people turn to their mobile devices, customer experience needs to be mobile first, always.  For the best mobile experience, businesses will need a platform that supports progressive web apps (PWA). These apps provide the flexibility of responsive web design with a rich, app-like interface. And they use bandwidth efficiently, so they consume less cellular data and perform better where network connections are spotty. You should avoid platforms that can’t support PWA.

5. Channel-less commerce

Today’s customers don’t think in terms of channels. In fact, they they’ve evolved into channel-less customers with many liking the idea of ‘click-and-collect’, while others prefer a next day delivery.  Choose a unified ecommerce platform that lets brands manage multiple storefronts and business models with a single back end. However, avoid ecommerce platforms that require each new storefront to operate independently with separate data sources and administration.

6. Analytics

Analytics should always be easy to obtain and read. They need to provide a single, unified view of all ecommerce data so teams can work from a single version of the truth. Businesses should seek out an ecommerce platform with business intelligence capabilities, however if the platform doesn’t have analytics, don’t bother buying it.

About this author

Nicholas Kontopoulos is the he head of APAC Commerce Marketing at Magento. Magento is a corporate member of the Which-50 Digital Intelligence Unit. Our members provide their insights and expertise for the benefit of the Which-50 community. Membership fees apply. 


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