Chapter 19
Ten Ways to Improve the Customer and User Experience
IN THIS CHAPTER
Making sure your website is user-friendly
Giving your customers what they want
Personalizing the customer experience
The X factors — customer experience and user experience (which you may see referred to as CX and UX) are two of the most important things you need to focus on to succeed with your online business.
Customer experience involves every touchpoint a customer has with your business, from the time they first visit your online store to the moment they receive their order. In the early days of ecommerce, many physical (or ‘brick and mortar’) retailers used to say that online stores couldn’t compete with physical stores because they couldn’t match the overall customer experience provided when a customer enters a store. It’s up to you to prove them wrong by utilizing all the tools at your disposal to provide a great customer experience.
User experience refers to the on-site experience — in other words, how the customer uses your website. It’s true that a good user experience is just one part of the overall customer experience, but I focus on it here because nailing your site’s user experience can ...
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