The COVID-19 global pandemic ushered in a sudden, worldwide focus on contactless customer experiences—forcing brands across industries to shift to digital-first strategies. And with 36% of online shoppers willing to take their business elsewhere after one bad experience, it’s more important than ever to provide customers with a frictionless experience across e-commerce touchpoints.
Here are the 3 most common pitfalls we help clients avoid while prioritizing their digital experience management (XM) strategies:
Pitfall #1: Missed opportunities for purchase conversion
Since the safer-at-home regulations having been put into place in varying degrees across regions in March, e-commerce has quickly become the preferred channel for many consumers. And a user-friendly website can be the difference between a brand loyalist making a repeat purchase and a frustrated, lapsed customer turning to your competitor’s site. In fact, with the average abandonment rate at nearly 70%, e-commerce channels could be losing up to $3 billion a year.
To fully understand what makes users ditch digital touchpoints, brands need an integrated, multi-channel XM platform that measures non-purchaser behavior. At a minimum, an end-to-end user experience measurement platform should help you:
On average, only 2.86% of e-commerce website visits convert into a purchase. To increase conversion, sell more products, and drive revenue, a multi-channel CX platform is a good starting point for any brand.
Pitfall #2: More work for less insights
Prior to the global health crisis, 73% of consumers used multiple channels during their shopping journey. While that data will surely change, digesting all of that omnichannel customer feedback for your in-store, website, and digital app teams will likely create siloed approaches, which creates extra work for everyone involved.
A multi-source XM reporting platform, when paired with dedicated professional services, can help brands implement custom, comprehensive feedback collection methods that gather information on the customer experience across every touchpoint. Get the best cross-channel insights with:
To dig deeper into purchaser and non-purchaser behaviors in real time, brands need an integrated XM platform. By incorporating multiple survey options for a quick turnaround on feedback, it’s that much easier to add depth to consumer data and improve how your brand attracts and retains customers in a competitive landscape.
Pitfall #3: Struggling to identify reocurring issues across touchpoints
Data shows overall satisfaction for online purchasers is 24 percentage points lower than in-store customers. With siloed CX data, you won’t get the side-by-side comparison you need to see what’s driving a wedge between those touchpoints. Whether it’s an isolated issue or a persistent problem, if you’re not able to accurately track down the reasons for dissatisfaction, you won’t be able to fix it.
Additionally, shoppers who are highly satisfied with the digital experience have an in-store purchase conversion rate of 80%—nearly triple the rate of less-than-satisfied customers. By providing a frictionless online experience, brands can exponentially increase the chance of creating highly satisfied customers in-store, too. To get a head start on bridging the gap between in-store and online satisfaction, brands can:
Customers won’t settle for a disjointed cross-channel experience—and neither should your teams. Pairing feedback data sourced from a multi-channel platform helps your brand offer a seamless experience across every point of interaction.
Ditch data silos for an integrated, cross-channel solution
Attempting to oversee digital CX with a single-channel solution creates one more data silo to oversee and another unnecessary complication to your XM program. With a multi-channel solution, you can pinpoint issues, understand trends, and identify opportunities for improvement without having to juggle multiple platforms and CX providers.
For 5 ways an integrated XM strategy can enhance the digital experience, download the guide. And for more strategic solutions to digital transformation initiatives and other challenges related to the pandemic, be sure to check out SMG’s frequently updated COVID-19 Resource Center.
Charlie Moore | GM, Digital