{"id":1922,"date":"2023-07-20T15:42:34","date_gmt":"2023-07-20T22:42:34","guid":{"rendered":"http:\/\/thegood.com\/?post_type=insights&p=1922"},"modified":"2025-05-21T09:03:57","modified_gmt":"2025-05-21T16:03:57","slug":"customer-experience-matters","status":"publish","type":"insights","link":"https:\/\/thegood.com\/insights\/customer-experience-matters\/","title":{"rendered":"Why Ecommerce Customer Experience Matters (and What to Do About It)"},"content":{"rendered":"\n

For ecommerce brands, nothing is more important than the customer experience. It can make the difference between sluggish sales and rocket ship growth<\/p>\n\n\n\n

When a visitor lands on your site, there are generally three possible outcomes:<\/strong><\/p>\n\n\n\n

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  1. They feel an immediate attraction, and they throw their money at you.<\/em><\/li>\n\n\n\n
  2. They feel indifferent, and they leave to find a more compelling option.<\/em><\/li>\n\n\n\n
  3. They feel lost, confused, or misled, and they decide to never come back.<\/em><\/li>\n<\/ol>\n\n\n\n

    It’s pretty easy to determine which of those outcomes you want<\/em> your business to have, but if you don’t give specific attention to your customer experience, there’s a good chance you end up with outcome #2 or outcome #3.<\/p>\n\n\n\n

    The case for customer experience as a differentiator comes down to this: a proactive approach to optimizing the user experience can prevent disaster and turn underperforming ecommerce websites into sales leaders.<\/p>\n\n\n\n

    If you don\u2019t take good care of your prospects, they\u2019ll go elsewhere. If you do take good care of them and listen to their needs, you\u2019ll grow revenue, reduce costs, and improve efficiency.<\/p>\n\n\n\n

    At The Good, we\u2019ve seen plenty of beautiful websites that have sub-par conversion rates. That’s because the pixel-perfect designs that make your creative team salivate aren’t always the most helpful or most intuitive for your customers. In fact, the best-performing sites we’ve worked on are driven by customer research \u2013 interviews, heatmaps, and session recordings \u2013 rather than design trends or “professional intuition.”<\/p>\n\n\n\n

    And, at the end of the day, would you rather win a meaningless design award (read: popularity contest) or have a new record sales month?<\/p>\n\n\n\n

    I’m pretty sure we both know the answer to that one.<\/p>\n\n\n\n

    In this article, we\u2019re going to help you get one step closer to your growth goals by looking at why customer experience matters, how to improve customer experience, and what you can do to leverage user-centric design as a means of increasing your revenue and other key performance metrics.<\/p>\n\n\n\n

    So, why does customer experience matter?<\/h2>\n\n\n\n

    Customer experience<\/a> defines the quality of interaction between your customers and your company. And so, the impressions your ecommerce website visitors leave with will largely determine whether they will return, how much they spend with you, and how long they\u2019ll remain your customers.<\/p>\n\n\n\n

    The benefits associated with improving customer experience have been even more of an indication that CX is a game-changer. According to Forbes<\/a>, 58% of consumers<\/em> are willing to pay more for a good customer experience. On the other hand, a Huffpost article<\/a> shows that 67% of customers<\/em> cite negative customer experience as the reason for churn.<\/p>\n\n\n\n

    \"graph<\/figure>\n\n\n\n

    Additionally, a study conducted by Gartner<\/a> found that more than two-thirds of marketers<\/em> say their companies compete mostly on the basis of customer experience. Moreover, 81% of them<\/em> believe that CX will be the marketing battlefront in the next few years.<\/p>\n\n\n\n

    \"graph<\/figure>\n\n\n\n

    Next, let\u2019s look at how to differentiate customer experience from user experience.<\/p>\n\n\n\n