Customer experience could be the reason your online shoppers aren’t converting

All people – including your customers – are emotional beings.

This is why it’s so important to make sure that all customers who interact with your business are memorable – so memorable that they’ll want to recommend your company to a friend, family member, or colleague.

That connection between your business and your customers is exactly what the customer experience is all about – the support your customers seek at every stage of the buyer’s journey.

You can think of the entire customer journey as a (very important) and complete transaction between your brand and your customer. What happens during this transaction and how your customers feel determines the customer experience.

For example, visit your local ice cream parlor; The waitress greets you by name and asks you immediately if you would like your normal treat, a chocolate sundae with extra chocolate chips, or if you would rather look at a menu.

Wouldn’t this personalized and positive experience keep you coming back to this ice cream parlor? Sometimes it doesn’t really matter how the food tastes – that A unique and delightful customer experience is holding you back.

This does not only apply to stationary shops. For example, if a prospect visits your website, why should they stay to find out more about your products or what your brand stands for if they don’t feel valued, understood and heard? In this case, it doesn’t matter how beautiful your website is or how well you optimized your website – what matters is CX.

Understanding Customer Experience (CX): How to See the World through Your Customer’s Eyes

There are several ways a customer can interact with your company. For example, when they visit your website, engage in your social posts, click your ads, buy your product or service, or give feedback. The customer experience encompasses all of these interactions and more.

A recent study by Oracle shows that maximizing customer satisfaction across the buyer’s journey increases overall customer satisfaction by 20% and increases revenue growth by up to 15%.

You need to see the world through custom-colored glasses. Understand their challenges and needs. You want to be heard and expect quick responses and responses from your team members.

Focus on customer focus – put your customers first by looking for ways to develop products and services that solve your customers’ challenges. You can also identify your best customers with smart segmentation. There are many benefits to customer segmentation, including better understanding of your customers’ behaviors, interests, and vulnerabilities.

Here are some great examples of how brands are improving their customer experience.

  1. When Tony founded Zappos (now a billion dollar brand), he rewarded his team for spending hours on the phone creating a great customer experience.
  2. Apple added a human element to customer interaction by installing experts on the Genius bar.
  3. FedEx improved the customer experience by answering every customer call on the first ring.

Now that you know what CX is, let’s take a moment to review what it isn’t.

Customer experience is not a user experience (UX).

Customer experience and user experience are separate strategies businesses use to grow.

The user experience is a subset of the customer experience. It’s about your products. It’s about how your customers interact with your products and what their experiences are with them. The user experience is a mix of design and architecture, ease of use, functionality, user hierarchy and understanding.

The customer experience is a summary of the complete customer journey map. It starts when a visitor hears about you and exists during every interaction with sales, marketing, customer service, as well as the product you sell.

Next, let’s examine how CX is affecting your conversions, and why you may not see the impact you are hoping for on your bottom line – and don’t worry, we’re going to work out some ways to address these challenges.

5 reasons your customer experience doesn’t (yet) convert prospects

  1. You don’t know your customers well.

The first reason for the low conversion rates is that you don’t know who you’re talking to. If you don’t know your target audience, how would you guarantee their conversions?

How to fix it?

  • Determine what your customers want, what their interests are, what they like, and other common traits – anything that will help you reach your audience. (Make buyer personalities to help you with this.)
  • Conduct customer surveys and surveys. They are the best way to collect customer information. The feedback you get from there is filtered and gives you a quick overview of your user needs.
  • Analyze the behavior of your customers with marketing analytics with HubSpot CRM.

Hubspot analytics tools and CRM


  • Segment your buyers based on their purchase frequency, timeliness and monetary key figures (RFM segmentation).
  • Filter your best customers by categorizing them with HubSpot’s Smart Lists and sending them personalized emails.

2. Your products are not grabbing your user’s attention.

It’s an age-old adage that the first impression is the last impression. It is very important that the visitor’s first impression of viewing your products and your website as a whole is pleasant.

The purchase decision of the vast majority of your website visitors is influenced by this first impression. If your products are visually appealing, the visitor has to show more interest and there is a good chance of a switch.

How to fix it?

When it comes to your ecommerce store, the important thing to remember is that your customers will buy products without ever having to test and / or feel them first. So you need to create an environment in which they can make simple buying decisions that are virtual from start to finish.

There are several ways you can improve the customer experience and increase conversions.

  • Use high quality photos and fascinating videos to showcase your product and tell stories about your brand, product or service.
  • Keep your products organized on your website and implement user-friendly navigation.
  • Leading fashion brands like L’oreal and Rayban allow users to try virtual makeover tools and provide a 360-degree view of their products. Such innovative leaps in the way products are presented online help these brands stand out from the crowd and attract large audiences.

Loreal Virtual Makeover great example of a digital customer experience


  • Use Augmented Reality (AR) – this is a popular trend in the beauty and fashion industries, as customers can try on your products virtually (e.g. sunglasses).
  • Create an omnichannel experience for your online shoppers by extending product visualization.
  • Make your pricing strategy clear. According to Quicksprout, 56% of shoppers abandon their shopping carts at checkout due to unexpected costs.

3. Your website is not ready for buyers.

Did you know that 38% of people stop using a website when the content or layout is unattractive?

Plus, 75% of consumers admit that they judge a company’s credibility based on the company’s website design.

If you’re seeing a solid amount of traffic but few conversions and a high bounce rate, your website design is likely to be in trouble.

How to fix it?

  • If your website is suffering from low traffic, it could be because your audience isn’t getting what they’re looking for. Make sure to keep everything on your website accessible to your users.
  • Second, when a user visits your website, try to make the hero area (the header part) as nice, clean, and direct as possible. This section can also contain your product, service and offerings.
  • Include clear calls to action (CTAs) on your website. Also add the “View Cart” option to increase the chances of a successful checkout.
  • Focus on converting your website design. Organize your menu bars (in the header and footer). This allows your users to navigate to find their destinations quickly.
  • According to Statista, there will be a total of 4.78 billion smartphone users in 2020. So if your website is not optimized for mobile devices, you can lose conversions.
  • Make the most of your social media – use it to enhance your top performing content like blog posts, customer reviews and testimonials. Reply to feedback and answer customer questions via social media too.

4. You cannot win your customers’ trust.

One reason for lower conversion rates is that you can’t win your customers’ trust.

81% of online shoppers are concerned when they shop from a website they are unfamiliar with. Trust cannot be forced; Let’s see how you can gain your customers’ trust the natural way without pressure.

How to fix it?

  • Choose the right trustmark to improve the security of your websites. Trustmarks verify that your website is legal and legitimate.
  • Add customer reviews to your website to increase the likelihood of conversions and improve your customer experience. According to BrightLocal, the average consumer reads 10 reviews before they can trust a company.
  • Be socially active, entertain, communicate, engage, inform and run campaigns around your brand. Be real and stick to your niche and brand values.
  • Engage your customers and earn their trust by establishing great communication practices.
  • Add up-converting and relevant CTAs to your website above the fold. Use phrases and words such as “Learn More”, “Shop Now”, “Download”, “Sign Up”, and “Book Now”.

5. You have not planned to onboard your customer.

Remember that there are two types of customer onboarding: on-site and off-site. The fundamental difference between onboarding and on-site onboarding is that a buyer who lands on your website is looking for your product or service. Outside the company, the customer has already been familiarized with your products and services before they need them.

How to fix it?

  • Offer your audience a real-time product demo so they can quickly explore your product and its features. According to Wyzowl, 84% of people say they believe they are buying a product or service by watching a brand’s video. Video demos have a huge impact on purchasing decisions and drive engagement.
  • How you deal with users who are leaving or intending to leave your website is critical to a smooth customer experience.
    • Use an immediate quit intent popup.
    • Set up an email marketing campaign and select time slots to send interactive emails with abandoned carts to lost users.
    • Keep your shopping cart visible to users.
  • Use retargeting or remarketing ads to target users who have already visited your website.
  • Be different – offer a dynamic free trial of your products and services. Then a user can extend the trial period and if they want. This gives users a sense of flexibility and freedom.

Remember: customers are people, not your contact to be closed in CRM.

The customer experience brings your customers closer to your brand. Humanize your brand and your design and analyze your customer journey map.

Light up your brand with a customer-centric approach and grab your buyer’s attention using the strategies above. For more information, check out the latest 2020 customer experience stats and trends here.

Author bio: Himanshu Rauthan is an entrepreneur and co-founder of MakeWebBetter, a digital e-commerce marketing agency, HubSpot Premier Integration and Gold Solutions Partner. He is a digital marketing and inbound expert who is passionate about building and scaling e-commerce customer experiences.

HubSpot marketing teams reserve the right to use guest blog writer resemblance in our content at their sole discretion, including, but not limited to, HubSpot’s social media channels.

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