5 Customer Experience Best Practices That Convert

1. Incorporate Quickviews Across All Content

An easy way to streamline the path to purchase for time-limited shoppers or time-rich browsers is through integrated quickviews. With one click, customers can activate an ecommerce-enabled lightbox to add an item to their shopping cart, without leaving the digital experience and the shopping mindset. This means they can continue exploring your content, and ultimately continue buying. Without them, shoppers are left to their own devices and might lose interest if forced to search through product grids on their own. You’ve spent time and resources to make your content engaging, so why not make them significant revenue generators as well? A great example is New York & Company’s denim trend page. The content is visual, inspirational, and through quickviews, instantly shoppable - shoppers can buy the entire outfit in just one click. 

2. Create Curated Collections that Inspire

Curated collections should be a one-stop shopping destination for online customers, with easy shoppability and practical inspiration. Ultimately, a well-curated collection gives shoppers a compelling reason to buy. They add context to the products – whether for a holiday, a season, or even a vacation destination – and make it easy for shoppers to not only connect to the products, but to the brand. Long Tall Sally’s “A Weekend in Barcelona” lookbook does just this. Shoppers who are exploring this experience are likely planning a trip abroad themselves, and within this lookbook they can find everything they need for their travel wardrobe. And because the collection is curated so well, shoppers won’t feel overwhelmed by choices –  their favorite brand has already narrowed it down for them. 

3. Regularly Deliver Fresh Content

Delivering fresh content on a consistent basis can be difficult for retailers who face production challenges, but the results are infinitely valuable. In the age of Twitter and Amazon Prime, consumers expect new and fresh content at a moment’s notice, and reward the brands who deliver new and entertaining content with their dollars and their loyalty. When shoppers discover your brand website is a consistent source of fresh content, they’ll plan to return regularly. We love Dermstore’s fully shoppable and interactive blog for just this reason. With instructions on finding the perfect red lipstick, to a tea tree oil guide, the posts are dynamic, fun, and always fresh. Shoppers know they can return to the blog several times a week for something new.

4. Design Content for All Devices

More than ever, consumers are choosing to do their online shopping on their mobile devices, but a mobile shopping experience is keenly different than a desktop experience. Because of the challenges the small size of a smartphone screen present, mobile content must be just as engaging as desktop content, but effortless to navigate. And the purchase process should require as few clicks as possible. When designing your content, you should consider how it will translate to a mobile screen with limited real estate. Serena & Lily’s pillow mix + match experience is a great example of content that is easy to engage with on any screen size. The experience resizes itself appropriately, and with one touch mobile shoppers can activate quickviews to add an item to their shopping cart. 

5. Provide Guided Selling Experiences