Transforming the way customers experience a brand’s site is a never-ending process. Any ecommerce company that has been in business for any amount of time, already knows that offering a killer product isn’t enough to survive—let alone thrive.

Despite how much a brand knows its users, when it comes to the customers that abandon its ecommerce site, little to no data is collected through users’ feedback. Therefore, leading brands are harnessing that information—often through digital experience intelligence solutions—and using it to create better site experiences. 

How can a brand create a better site experience to attract and engage more “online passers-by”?

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1. Allocate the customer data

Giving digital teams direct access to customer data they need, so that they can understand the customer journey (and its problems) at scale. The key to accelerating a brand’s digital transformation is having everyone have clarity and unified access to the right data.

2. No detail is too small a detail

A brand should think about the customer journey from all angles at all times! Customers think about their experience with a brand as a whole—and one bad piece cancels out all of the good. And, even though a brand thinks of it as a win for every customer that converts, it’s equally important to pay close attention to every touchpoint, engagement, thought or feeling that occurs or is exchanged between the customer and the brand — as experienced from the customer’s perspective. Fundamentally, the pre- and post-sale experience, too.

3. Be artistically technical

Many businesses struggle with the concept of art versus science—or creativity/branding versus data—where the two are seen as adverse elements in a company. Here at Sogody, to build a successful site, we combine transactional elements with branding so that we create a balanced experience—but we support that mix by data. Keep in mind that different types of data can help brands understand how to best use creative elements on a page.

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4. Make things easy, especially in the checkout

In an age when customer loyalty is difficult to earn, ensuring that the customer journey is seamless from homepage to delivery is table stakes for ecommerce brands. The checkout page is the last place you want customers to encounter any sort of frustration or friction. Make it easy for the customers’ to perform the tasks they have intended to in the most efficient way possible.

5. Start with a clean slate

Although traditional site experimentation typically begins with a hypothesis, more often than not, we recommend that a brand should look at their digital experience data without a question or assumption. This way a brand can reveal hidden truths that they might otherwise have been blind to. Not judging the data means that teams can notice new patterns while analyzing their customers’ behaviour when they interact with the brand’s ecommerce website.

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