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Which Customer Touchpoints Matter in eCommerce?

When asked if their business gathers customer feedback, most leaders would proudly say, “Yes!” However, too many of them would be referring solely to their exit survey, which doesn’t offer anywhere near a complete view of the customer experience.

This is part of the reason why a typical business only hears from 4% of its dissatisfied customers. By failing to gather customer feedback at the exact touchpoint where they felt dissatisfied you are losing the opportunity to gain the most relevant and important feedback possible. So, which customer touchpoints matter in eCommerce?

The answer is: All of them. We recently released a whitepaper on 28 Highly Effective Touchpoints for Customer Feedback that goes over the most important ones. Here are the main strategies to use customer feedback to optimize your eCommerce Strategy and the touchpoints you should be paying attention to.

The Customer Journey

Optimizing the customer journey and increasing your conversions requires a deep understanding of exactly where in that journey customers are falling off. The most important customer touchpoints are at registration, point of success, exit ramp, checkout, payment and shipping, and during product videos or webinars. While measuring bounce rate can help you identify which pages they exited on, it doesn’t tell you why they exited. Set up listening posts at pre-abandonment points to give customers the chance to tell you, in their own words, why they choose not to stay.

UX Testing and Benchmarking

When making specific changes to your UX, it helps to have specific customer feedback into which specific site elements were turning them off. Adding the ability to gain insights on pages and elements you are A/B testing can give you more information into what’s driving the preference for one over the other. If you are replacing or redesigning sites, gather feedback on the old site as a benchmark and then feedback on the new site to make sure the changes are positive.

Site Elements and Plug-ins

Elements and plug-ins like recommendation engines, product pages and video players are extremely important to your customers overall feedback. While a customer may be happy with your service overall and wouldn’t think to complain about something smaller like this, giving them the option could open the door to valuable and constructive feedback.

Customer Service and Customer Support

In an attempt to reduce customer service costs, many larger businesses rely on customer support resources and self-service areas. But are these resources delivering the information and service your customers need? Without a service representative to collect feedback it can be difficult to optimize this experience. That may be why 80% of Americans agree that smaller companies place a greater emphasis on customer service than large businesses. To counter-act this, include areas where customers can offer feedback at all areas of live, online and self-service customer support.

Online Marketing

Through a successful online marketing strategy, you should be creating a lot of content for your audience. In order to optimize how that content is received and how it works to convert customers, you should be collecting feedback on each marketing channel and each piece of content. Include customer feedback links in social media posts, emails, landing pages, eBooks, product catalogs and webinars.

Just as a customer satisfaction survey is most successful when you ask specific questions, a customer feedback strategy is most successful when you ask for that feedback at specific touchpoints. This allows you to completely optimize your customer journey and the elements in it based on the preferences of your own customers.


Customer Experience Planning Guide



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