The eCommerce sector is one of the fastest-growing industries, with eComm sales reaching over £693 billion in the UK alone. Whether you have a burgeoning eComm site or you’ve been part of the growing online revolution for a number of years, in such a competitive market it’s important to continually look for ways to improve and increase customer satisfaction.
Why is customer satisfaction important?
Ultimately, without customers, you have no business. You could have the best product in the world, but if customer satisfaction is low, they’re less likely to recommend your services.
Customer satisfaction leads to greater customer retention, which in turn, will lead to greater profits. But in order to increase customer satisfaction, you’ll need to understand how to measure it, which will help show you how you can increase it.
How to measure customer satisfaction
There are a number of ways you can measure customer satisfaction, but the easiest and most effective way is by asking your customers. Whether you ask them to fill out surveys and in thanks they receive a discount on a future purchase, or you create focus groups that use your site and then give feedback.
If you’re more tech-savvy and interested in user experience, you can also measure the conversion rate and bounce rate. By looking at which pages customers leave your site (bounce) and which pages have the highest conversions you can see where in the customer journey you need to pay attention.
How to improve customer satisfaction
Once you’ve measured customer satisfaction, you’ll know which areas to focus on. Typically these are the most common processes that cause dissatisfaction:
Make the checkout process simple
If the checkout process is long and drawn out, users are far more likely to find another site selling a similar product with a much smoother process. If you ask users to create an account, consider doing this after purchase instead of before.
Make returns easy
Having a clear returns policy will help your business stand out in a crowd. Consider enabling open banking solutions within your eCommerce site. Not only will this provide a quick payment option, but it will help customers receive return payments without much hassle in a quick and timely manner.
Make the site easy to navigate
Whilst the time spent on sites such as Facebook and Google is around 20 minutes per day, users tend to spend less than one minute (54 seconds) on other sites, so making your site easy to navigate is essential if you want to make the most of those seconds.
Make sure a user knows how to find a specific product or service, relevant details are prominent, and navigating to make a payment is clear.
It’s important to remember that customer satisfaction isn’t just a one-time thing. You should continuously monitor your site and look for ways to improve your offering.
