The shopping experience of your customers doesn’t end after they have clicked the ‘buy’ button. Once a customer makes an online purchase on your site, there’s an anticipation that is built up from the time the customer checks out to when the purchase is delivered.
As more business owners adopt ecommerce to grow their business, the competition for an online customer’s attention and loyalty is no longer that easy. With the proliferation of brands online, satisfying customers and delivering a purchased product online only meet baseline expectations. This makes ensuring loyalty among customers more complex and demanding.
To be able to stand out, you need to build a total brand and customer experience that goes beyond the checkout process. This means ensuring a post-purchase customer experience worthy of being talked about among friends and peers.
This is the third Checkout Usability Report from FIRST. In this report, FIRST reviewed the checkout processes of five New Zealand department stores online. Insights and recommendations for optimising the checkout process that keep customers well informed and focused at each step of the process are discussed in the report.
Using a bespoke Conversion Experience Scoring (CXS) methodology, FIRST scored each ecommerce site based on the presence of the key conversion elements on their checkout pages. The sites were further ranked against each other to find out who’s leading in having good checkout processes in the department stores online industry.
Analysed Ecommerce Sites
See what we uncovered from this report.
A few days ago we featured the post-purchase customer experience of sports equipment sites. Today, we’ll be exploring five online shoe ecommerce sites that were included in the Online Shoe Checkout Usability Report.
Let’s dive in!
Equally important to the customer experience during the purchase process is the post-purchase experience. A research on decoding customer lifetime value shows that the fastest growing ecommerce businesses are differentiating themselves from the competition through both acquisition and retention. According to another study, repeat customers spend 67% more than a new customer. Additionally, 61% of small businesses generate more than 51% of their annual revenue from repeat customers rather than new customers.