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5 Essential Strategies to Enhance Digital Customer Experience for eCommerce Success

Use these customer experience strategies to avoid failed online transactions and convert website visitors into purchasers.

Diana Nechita //April 22, 2024//

Businessman pressing smiley face emoticon on virtual touch screen. Customer service evaluation concept.
Businessman pressing smiley face emoticon on virtual touch screen. Customer service evaluation concept.

5 Essential Strategies to Enhance Digital Customer Experience for eCommerce Success

Use these customer experience strategies to avoid failed online transactions and convert website visitors into purchasers.

Diana Nechita //April 22, 2024//

If you run an online store, you don’t have the face-to-face opportunity to engage your customers and sell products. Instead, you need to make transactions easy and frictionless. These five digital customer experience strategies will show you how.

READ: Unlocking Brand Loyalty — Enhancing Customer Experience in the Digital Age

What is digital customer experience?

Digital customer experience refers to the range of online interactions your customers have with your brand, from social media to online support chats. 

When it comes to improving your digital customer experience, you have to take everything into account — from minute details of your branding to the requirements for enterprise architecture. After all, your business goals need to be aligned with your technology capabilities. One of the key benefits of an improved digital customer experience is increased transactions. 

Streamline your online transactions with these 5 strategies

1. Optimize for mobile users

How many purchases have you made using your smartphone? Chances are, many of your website visitors are using their mobiles, and you need to cater to them as much as you do to desktop users. 

Some simple steps you can take to keep your mobile users happy and streamline transactions include:

  • Mobile-friendly navigation: That means easy-to-use search bars and menus set up specifically for mobile users.
  • Multiple communication channels: If a mobile user needs customer support, they may prefer to email or even use live chat. Integrating a cloud-based virtual telephone system into your customer support tech can help you do this.
  • Mobile payment options: Apple Pay and Google Pay, as well as guest checkout options, are essential if you want to ensure mobile transactions are completed. 
  • Touch-friendly: Swipeable product carousels and tappable item customization are some simple ways you can make your website fun and engaging for smartphone users.

Ensuring intuitive website design and layout is crucial for mobile users. Incorporating touch-friendly features such as swipeable product carousels and tappable item customization can enhance the overall user experience, making your website more engaging and easier to navigate on smartphones.

READ: 11 Essential Questions to ask eCommerce Web Developers

2. Personalization

If a customer can find what they want or need right away, they’re more inclined to make a purchase.

We quickly get tired of searching for desired products. Personalization can help by allowing you to target products or services at customers based on their past behavior. This is also known as appealing to your target audience.Personalization tools and plugins for your website use data such as past purchases or browsing history to present relevant product recommendations or offers. 

Delivering personalized experiences not only simplifies the shopping process but also cultivates authentic connections with your customers. This personalized approach is at the heart of relationship selling, where understanding and meeting the individual needs of each customer builds trust and loyalty over time.

If you run a larger business, you might leverage customer data stored in your SAP systems or CRM (customer relationship management) software to implement targeted content on your website.  

READ: CRM-Metaverse Integration: What You Need to Know for 2024

3. Simplify the checkout process

We’ve already mentioned how guest check-out options and mobile payment can help streamline online transactions. But you should consider your checkout process as a whole and simplify it at every step. 

Some additional steps you can take to do this include:

  • Minimized forms: Customers don’t want to spend ages filling out forms, so simplify and minimize them as much as possible.
  • Progress indicators: We like to know when a dull task will end, so use an indicator to tell customers where they are in the checkout process (i.e. ‘review’, ‘address details’ and ‘payment’). 
  • One-click checkout: If customers can save their address and card details, give them the option to purchase with a single click. 

Rather than letting your customers abandon carts due to a frustrating checkout process, simplify it to increase online transactions to potentially increase your free cash flow by capturing more sales and minimizing costs associated with failed transactions. 

4. Provide real-time order tracking

Real-time order tracking offers customers visibility into their purchases from checkout to delivery, ensuring a smooth journey from start to finish.

Integrating a robust delivery management system can further enhance this feature, providing accurate updates on order status and delivery timelines.  Accurate updates on order status and delivery timelines can also help you reduce customer inquiries and mitigate potential issues. Consider implementing cloud-based solutions that improve the reliability of your order tracking and reduce IT costs associated with this service.

5. Optimize your online customer support

Optimizing online customer support is paramount for enhancing the overall shopping experience. You should implement live chat, chatbots and self-service options so your customers can resolve queries quickly. 

In addition to ensuring your online customer support is speedy and easy to use, consider leveraging analytics that can provide insights into support performance and improve your customer retention. Analytics can reveal patterns and trends in customer inquiries and help you anticipate common issues. For example, by tracking frequently asked questions or recurring support tickets, you can improve your self-service resources. 

Innovative technologies such as artificial intelligence can revolutionize online customer support by powering chatbots that provide instant assistance, anticipate customer needs and streamline query resolutions.

READ: AI for Customer Service — 5 Easy Ways to Help Your Customers

Make purchases simple

Simplicity is key to successful online transactions. Prioritizing streamlined processes and responsive support, so you can make purchases simple and enjoyable and ultimately improve customer satisfaction and loyalty.


Diana Nechita is the Director of Product Marketing at Ardoq. Her passion lies in fostering a deep understanding of Ardoq’s value in delivering tangible results for organizations navigating the complexities of digital transformation. Find her on LinkedIn.