Since its inception in 2004, Wilderness Motorhomes built a good reputation as a provider of rental motorhomes for the New Zealand market. Although it had built up a solid fan base over the years, they realised that visitors from organic search had not increased significantly year-on-year and online sales directly attributed to organic search had dropped.
In our previous posts, we have discussed how to optimise the checkout customer experience and post-purchase experience in the women’s fashion industry exploring ten top Australian retail brands. Today, we’ll be diving into the pre-purchase experience highlighting the shipping and returns features offered by these top Australian women’s fashion retail brands.
The shopping experience of your customers doesn’t end after they have clicked the ‘buy’ button. Once a customer makes an online purchase on your site, there’s an anticipation that is built up from the time the customer checks out to when the purchase is delivered.
As more business owners adopt ecommerce to grow their business, the competition for an online customer’s attention and loyalty is no longer that easy. With the proliferation of brands online, satisfying customers and delivering a purchased product online only meet baseline expectations. This makes ensuring loyalty among customers more complex and demanding.
To be able to stand out, you need to build a total brand and customer experience that goes beyond the checkout process. This means ensuring a post-purchase customer experience worthy of being talked about among friends and peers.
This is the third Checkout Usability Report from FIRST. In this report, FIRST reviewed the checkout processes of five New Zealand department stores online. Insights and recommendations for optimising the checkout process that keep customers well informed and focused at each step of the process are discussed in the report.
Using a bespoke Conversion Experience Scoring (CXS) methodology, FIRST scored each ecommerce site based on the presence of the key conversion elements on their checkout pages. The sites were further ranked against each other to find out who’s leading in having good checkout processes in the department stores online industry.
See what we uncovered from this report.
A few days ago we featured the post-purchase customer experience of sports equipment sites. Today, we’ll be exploring five online shoe ecommerce sites that were included in the Online Shoe Checkout Usability Report.
Let’s dive in!
Equally important to the customer experience during the purchase process is the post-purchase experience. A research on decoding customer lifetime value shows that the fastest growing ecommerce businesses are differentiating themselves from the competition through both acquisition and retention. According to another study, repeat customers spend 67% more than a new customer. Additionally, 61% of small businesses generate more than 51% of their annual revenue from repeat customers rather than new customers.
This is the second Checkout Usability Report from FIRST. The research looks at the conversion strategies and elements which New Zealand online shoe retailers are using for their checkout pages. This report explores how these retailers are using different critical conversion elements which are valuable for providing good customer checkout experience and improving conversion rates. It also covers a review of the checkout process of each online retailer and identifies techniques which are most valuable for ensuring a seamless checkout flow that leads to more completed purchases.
Additionally, FIRST used its bespoke Conversion Experience Scoring (CXS) methodology, to evaluate and score each ecommerce site based on the conversion best practices on its checkout pages. They were then ranked against each other to find out who’s leading in the online shoe retailer industry.
Below are some of the findings from the report.
With 69% of online shoppers abandoning their shopping carts, there is a need to optimise the online experience of the checkout pages and process for usability to effectively increase conversions, encourage repeat purchases and gain competitive advantage.
FIRST’s Sports Equipment Checkout Usability Report, explores the increasing focus on customer experience among ecommerce businesses in the sports equipment industry as it highlights the checkout pages and process that customers go through when purchasing online.
Using FIRST’s bespoke Conversion Experience Scoring (CXS) methodology, each ecommerce site was evaluated and scored based on the conversion best practices on its checkout pages. They were then ranked against each other to find out who’s leading in the sports equipment industry.
Furthermore, FIRST went through the entire checkout process of each site to find out how easy or hard it is to complete the purchase. Comments and screenshots of each step of the checkout process are included in this report.
Here is an infographic showing the summary of the results of our review of the returns policies of nine online retailers from the fashion, bookseller and consumer electronics industries. In the succeeding section, we’ll take a closer look at each site and see how these online retailers are building confidence and providing good customer service through their returns policies.