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3 simple ways to improve your customers’ e-commerce experience



E-commerce is one of the easiest ways to take your business global. Still, many businesses don’t give the user experience enough consideration. If you’re using an online store on your own company website to sell either locally or internationally, it’s important to consider your customers and review how accessible your e-shop is.

3 simple ways to improve your customers’ e-commerce experience

1. Getting the basics right is a quick win

Keep your customers happy from the start: there are plenty of simple things you can do when you set up your online retail channels to make sure your visitors can find the right information quickly and easily.

  • Make your website visual: use photos to liven up the design and showcase your products
  • Ensure the navigation of your website is simple and user-friendly: think about where best to place tabs or drop-down menus and consider how your visitors will journey through the site
  • Don’t make forms too long – break them down so users don’t get overwhelmed and ensure they don’t freeze as this can be especially annoying when it comes to payment!
  • Ensure your loading times aren’t too long – if your website is too large to load quickly, users may be dissuaded and leave the buying process early
  • Check your tone of voice is friendly and engaging!
  • Consider where your website visitors are coming from and how they are viewing your site – make sure your website is mobile friendly or responsive to reach those customers who are shopping on the go.

Make sure you keep returning to your site to test what works, make improvements and fix any nasty bugs that are making things difficult for your customers.

2. Include a range of service options to suit your customers

Customers value having a wide array of choice, especially when it comes to delivery and shipping time frames. For example, offering an express service or weekend deliveries have been proven to increase basket values and could put you ahead of the competition.

Consider how your customers would like to receive their products. Many professionals prefer to have their parcels delivered to their work office as they are unlikely to be home during standard delivery hours. Others will prefer for their parcels to be delivered to their home but left in a safe place or with a neighbour.

Different markets tend to prefer different methods. For example, picking up deliveries from lockers is a popular option among customers in Germany.

Make sure your international customers are fully aware of the different transit times from the UK so they know exactly when to expect their order.

3. Remember: the customer journey doesn’t stop when the user hits ‘place order’

Quickly sending follow up order or payment confirmation emails after orders are placed is a great way to build customer trust: it gives them peace of mind and reassurance.

You can further reassure your customers by offering a tracking service and notifications for each stage of the shipment’s journey. This could be done via your website, emails or by text message for example.

Finally, think about what might happen when your customer actually receives their order. There are various reasons for returning goods, but when you make your returns process straightforward, customers are actually more likely to place larger orders and keep more as well.


For more e-commerce set-up tips, read our blog 5 steps to make your company website or online store attractive for your target markets.

If you’re looking to grow your business internationally through online retail, our dedicated e-commerce advisors are here to support you.

You can also leave a comment below or tweet us with your questions.

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