How to design the customer's shopping path? Good to know!
The optimized purchasing process, from visiting the store to finalizing the order, is the subject of a great deal of analysis and research aimed at continuous improvement of this activity. Each owner of an online store should approach the shopping path in his store with great care and verify that frequently made mistakes do not reduce the potential of our business. How to design the customer's shopping path?
Why is it worth designing an appropriate customer path?
The purchasing process in the e-commerce industry has only recently become the subject of in-depth analyzes. Market experts are constantly looking for new development opportunities, therefore virtually every element of e-commerce is broken down into its first parts in order to study it and assess the potential for improvement.
It is no different with the area of the customer's shopping path. It is often due to the non-optimized process that the customer resigns from the sale at the ordering stage. Why is it like that? It's hard to make general theses. It is worth noting, however, that the problem is quite common. According to reports, only every third basket is paid. What it comes from? Among other things, precisely from the poorly designed customer shopping path.
Appropriate improvement of this element can bring us a significant increase in sales, and hence, higher profits, and will also significantly improve the process of building a relationship with a customer who willingly returns to us.
Customer Journey Map - what elements should be analyzed?
In order to properly analyze the customer's shopping path, it is worth using the Customer Journey Map model. This approach will allow us to assess the current state of our business and the purchasing path, divided into four phases:
As part of the User Journey Map, we can visualize any interactions the customer enters with the brand, both on our website and beyond. The Customer Journey Map will allow you to identify typical customer behaviors, make it easier to get to know them, identify certain people who are the main market for our goods and services.
A well-prepared Customer Journey map will allow us to find out about any disadvantages related to the shopping path implemented in our store, and will also help in finding solutions that will minimize the rate of abandoned carts.
Why are customers not making purchases?
Creating a transparent and objective map of the user's journey is an essential element in the further analysis of our purchasing path. Each customer is different, but thanks to the schemes we can forecast what elements discourage a specific group of consumers from making purchases.
What are the most common reasons for not finalizing a transaction? The first, extensive group of doubts relates directly to purchasing-related issues. Lack of a favorite payment method, expensive product delivery, too few delivery options are the most common reasons that deprive us of income. After all, the customer who already reaches the stage of choosing the payment and delivery method is determined to make a purchase, but does not finalize it.
The second group of doubts relates directly to the purchasing process. It is too long, too complicated, requires us to register an account or subscribe to the newsletter. If we identify such or similar obstacles that our client may encounter, half of the success is behind us. Now all we have to do is find a solution that will satisfy our client.
Continuous optimization of the purchasing path is the key to success
Let us remember that once a shopping path is established, it will not guarantee our success forever. We should constantly monitor this area of our business and react to any inconvenience, negative opinions or doubts that we may encounter over time.
In the process of continuous improvement of the customer's shopping path, it will certainly be useful to use the User Experience methodology. The customer experience is not just limited to the purchase of the product. Each interaction of the customer with our brand creates an impression that we can get to know during a thorough User Experience analysis.
What does the UX process look like in relation to the shopping path available in our online store? You should carefully verify whether the customer has achieved his goal by visiting our store, and also ask carefully whether the shopping path was conducted in a way that suits his needs. Was the time from selecting the product to closing the transaction short enough? At any stage, did the client hesitate because he did not know what to do? Is the purchasing path simple enough even for those customers who are not proficient with modern technologies?
It is also worthwhile to spot the bottom line and ask if the customer at any stage of the purchasing process has experienced any negative emotions, such as anger, irritation or hesitation.
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What to pay attention to when designing the customer's shopping path?
Designing the optimal customer path to purchase is a complicated process, during which it will be difficult for us to avoid mistakes. However, it is worth relying on the mistakes already made by other companies and not duplicating them. What errors are we talking about?
The biggest one is the need to create an account and register to complete the transaction. Who among us did not give up at this stage of the purchase, let him throw a stone first. Registering a new user is an unnecessary step that makes the entire purchase process longer and frustrating.
Let's also try to reduce the number of required fields to the necessary minimum. If the customer wants to make a quick purchase, and is faced with the need to provide a dozen or several dozen data, such a person will be quickly discouraged and will be happy to buy this product from our competitors.