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What if we told you that you could provide an eCommerce experience that feels more human? You can harness the power of technology, AI and machine learning tools to better understand, anticipate and cater to human needs.
The phrase artificial intelligence is often associated with machines that lack an understanding of human behaviour. But, when applied correctly, it has potential to create much better experiences for customers.
By using the latest technology to gather insights on consumer behaviour, you can predict future patterns and gain a deeper understanding of your customers.
When you combine this knowledge with an inclusive, accessible website design, you can create personalised eCommerce experiences that look and feel even more human.
In this blog post, we’ll walk through examples and opportunities to:
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Customers want their human needs to be met, even when they are interfacing with technology – like when they are shopping online.
Monitor what makes your customers tick. Their needs, wants, frustration and expectations. Once you have this information, some key things to consider in your website design are:
Try to eliminate any points during the eCommerce journey that have the potential to create friction:
These can all be sources of frustration, particularly if they are not picked up on quickly.
Reducing frustrations involves setting clear expectations around products and services, and communicating important information early on in the customer journey.
This could be presented as a banner on your homepage advising customers of delivery delays. Even better; a machine learning solution that works with your inventory system to predict demand around products, reducing the possibility of customers trying to purchase goods that aren’t in stock.
You can also use machine learning to enhance your logistics workflows and to improve communication around delivery times and costs. Higher-than-expected extra costs such as shipping or taxes are the number one reason customers abandon shopping carts during the checkout process.
Help build trust in your brand and leave your customers with a positive impression by using features like:
A large part of our work with clients involves ongoing website improvements and optimisation based on their needs, which inevitably change and evolve over time. Luxury chocolate brand Elizabeth Shaw is one client that receives this service, through our Always Evolving® model.
We recently added a live out-of-stock notice for Elizabeth Shaw. When a product is out of stock, this notice displays on product listing pages or search results before customers click through to product pages.
This improvement saves customers time and allows them to focus their attention on products they know are available, reducing frustration and contributing to a more positive user experience.
Read our case study to learn more about how we’ve been working with our luxury chocolate client, Elizabeth Shaw.
Having accurate delivery information is particularly important when dealing with products with a limited shelf life. This was a key consideration for our clients Pikt, whose business model is centred around supplying boxes of fresh, organic produce to customers at affordable prices.
When optimising the delivery page of their website, the delivery information for each postcode was made easily visible and findable, setting clear expectations early in the customer journey.
Pikt is also able to utilise a site-wide banner to give crucial updates. For example, “DPD is dealing with unprecedented demand for its services; this is causing some postcodes to receive boxes later than normal. Please click here to check your postcode.”
This simple design tweak allows Pikt to offer greater visibility over their workflows and provide reassurance to customers that their needs matter.
Setting clear expectations around delivery timeframes doesn’t just apply to the delivery page of your website. Having this information clearly visible on your homepage, and at various other points during the journey, allows your customers to make informed purchase decisions from the get-go.
As part of our work with Bristol-based charity The Grand Appeal, we set up a digital home for The Grand Aard Auction, which allowed supporters to bid on artworks donated by local organisations and artists.
Each product page contained an ‘Additional Information’ tab that informs users of UK shipping costs and offered the option of a personalised quote for international bidders. This minimised the number of clicks required to learn of information that was essential to a bidder’s decision-making.
The homepage copy highlighted important dates during the auction, and timeframes were clear on both the homepage and product pages. Current bid information was also readily visible so potential bidders could make informed choices.
Read our case study to learn more about our multi-award winning work with The Grand Appeal.
Gathering data on common customer enquiries can help inform the content of your FAQ page.
Combining this with an intuitive design, a conversational tone and SEO-friendly keywords can eliminate frustrations and free up time and resources for customer service staff to focus on more complex enquiries.
You can see an example of this on the FAQ page from our client, Positive News, the first media organisation in the world dedicated to quality, independent reporting about what’s going right.
Read our case study to learn more about how we’ve been working with Positive News.
Investments in AI technology have more than quadrupled in the past few years. It’s easy to see why – according to industry experts, businesses incorporating AI into their eCommerce strategy are likely to see more than a 25% improvement in customer satisfaction, revenue or cost reduction.
Conversations about AI and machine learning tend to focus on what human tasks have the potential to be outsourced to machines. But it creates more opportunities than it takes away.
By taking advantage of more sophisticated analytics tools and machine learning software that anticipates your customers’ needs, you can free up time and resources.
This is true for both:
In our recap of WooCommerce’s company conference, where our team was recently invited to share our own insights on stage, we explored was AI and the ways it could enhance the eCommerce experience by:
The most important thing to remember when improving your website is that the eCommerce sector is always growing and changing, as are the needs of your customers. After all, it’s only human to need a change every once in a while.
We offer a range of ongoing services designed to make your website work harder for you.
Co-founder & Managing Director
Monday 17th April 2023
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