Jochen Heck, Gopi Kallayil.
Imagine seeing an ad for a jacket you’ve had your eye on. It’s on sale! You rush to the store, but when you arrive you’re stopped at the entrance and asked to show your frequent shopper card. You don’t have one, so you’re shunted off to a special counter where you waste a few minutes filling out forms.
Finally inside, you find the jacket. It’s amazing, and they have it in your size, but where do you pay for it? You wander the store for several minutes until eventually you find the register, hidden away in a corner.
No self-respecting retailer would ever allow such a scenario, right? Except many retailers do just this — with their online experience.
We often work with large advertisers to assess their online and offline customer experiences. We met one large retailer that required customers to create an account before they could browse products. Meanwhile, in user testing for another retailer, one customer took two and a half minutes to find the buy button on its mobile site. This is a huge problem, given that many online shoppers will abandon their carts after even just a few seconds of delay.
At a time when competition is just a click away and magical experiences are the norm, too many companies are using their marketing budgets to bring customers to their online stores, only to frustrate them with a poorly designed experience.
Fortunately, creating a great customer experience is easier than you might think. One retailer we recently worked with increased revenue per online customer by 59%, just by following this simple framework.
Taken from: https://www.thinkwithgoogle.com/intl/en-apac/consumer-insights/consumer-journey/online-customer-experience/