For any eCommerce store, everything is tailored to the online shopper. Without them, an eCommerce store ceases to exist. A customer will only come to a certain eCommerce store if they’ve had a pleasant and distinctive experience. Otherwise, they can choose from thousands of other stores that provide the same product to fulfill their request.
There is always a focus on customer satisfaction in the retail and eCommerce industry. The focus is always on finding ways to make customers happy.
Why? Happy customers equal more sales. Businesses profit more from returning customers than new customers. That’s why after acquiring a customer, it becomes crucial to retain them. Understanding the needs of customers is a starting point.
Digging deeper, one needs to understand why some customers don’t return or don’t complete a purchase on an eCommerce store. There is always something that will disappoint a customer – a ‘customer pain-point’. Identifying this is key to good customer service.
At ASDAL, we provide comprehensive data infrastructure and workflow solutions to help you build or maintain your visionary brand on marketplaces such as Amazon.com.
Throughout our eCommerce Journey, if there’s one thing we’ve learned, it’s improving customers’ pain points. Here’s how you can avoid the most common customer pain points.
What Is A Customer Pain-Point?
A customer pain-point is that particular aspect of an eCommerce store or operation that leaves a customer unsatisfied. One or multiple aspects can make a valued customer turn to a different brand and even leave you a negative review.
A customer pain-point can also be something that makes it difficult for a customer to shop online from an eCommerce store. Shopping online usually has many steps involved, and all of these steps have a high possibility of being a pain-point for consumers. If your product is great, a customer might stick with you. Nevertheless, you want to show your customers you care and make their shopping experience as convenient as possible.
This is primarily the reason why eCommerce stores need to understand their consumers and find a way to minimize any issues they have.
Different Customer Pain-Points and How To Resolve Them
Here are some common pain-points that customers face when shopping from an eCommerce store and a way to resolve each of them in order to increase the efficiency of the business.
1. Long Purchase Time
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The world is moving at a fast rate and one of the major reasons why people prefer to shop online is the convenience of it. If an eCommerce store has a lengthy process, customers tend to abandon their products in the cart. The average abandon rate is around 75%, this speaks volumes about this major pain-point.
To resolve this, one must make the entire process as simple and efficient as possible. The key to this is to simplify the checkout process. If the checkout process is simple, the conversion rates will be higher. Everyone wants convenience and that’s what all eCommerce stores have to achieve.
Another option that can be used is to add various payment methods. Different payment methods and options give users the variety and the flexibility to choose their preferred option, this too drastically increases conversion rates.
2. Slow Loading Time
Speaking of speed, the majority of customers will abandon a site if it takes more than 3 seconds to load. This is known as site-speed. Every website has a certain loading speed and there are many factors that affect it.
This includes image size, SEO optimization, and web development. Reviewing these factors periodically can help solve the problem of slow site speed.
Slow site speeds are a major pain-point for customers. It’s a waste of time that can eventually lead to frustration.
No one wants to sit around waiting for a website to load, hence it is important to use the help of a technical team to fix these issues.
3. Difficult Product Search
The name of the game is simplicity. Everything on your eCommerce store site has to be simple and easy to comprehend. The slightest glitch can cause the user to abandon the search and move on. If there are multiple hoops to jump through, then the user is more likely to simply give up.
The way out of this is to enhance filter options, simplify product catalogs and to improve the overall user experience.
There is always room for improvement when it comes to simplifying the user experience and as an eCommerce business, one can only put in constant efforts to meet those standards.
The anticipation of customer needs plays a huge role in making the search experience better. This includes making the search bar more visible and easy to access. It also includes documenting what works and what doesn’t so you can improve your site in the future.
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4. Expensive Shipping Costs
Shipping is a huge pain-point and is almost always a deciding factor for customers. Customers get discouraged when they are faced with additional or high shipping costs on top of their purchase price. This almost always results in cart abandonment.
Customers turn to online shopping when they’re looking for a good deal. Shipping charges almost always are a key factor in their decision, regardless of how good the price of the product is.
An efficient way to reduce the cost of shipping is to outsource it to a fulfillment center. Order fulfillment centers are designed to take care of everything from inventory management to the last-mile delivery.
By working with fulfilment centers, one can control shipping costs. Why? Order fulfillment centers have better shipping rates than standalone shipping carriers.
This affects the final shipping rate that is seen by the customer and allows eCommerce to operate on a better budget. Having low or free shipping increases the likelihood of a consumer completing the purchase, thus increasing the conversion rates of any eCommerce store.
5. Long Delivery Time
In the era of 2-day delivery and 2-hour delivery, many eCommerce stores fail to catch up. The last thing a customer wants to do is to wait for their order to arrive. While many customers are ok with a reasonable delivery time, any delay on top of that is often frowned upon.
Late delivery is the biggest contributor to a negative brand image. If a customer gets their order delivered later than expected or if it takes too long to arrive, there is no turning back. There are two reasons why this happens.
Either it is the fault of the shipping carrier or eCommerce stores take too long to process the order. The solution to both these scenarios is to enlist the help of an order fulfillment center. Order fulfillment centers are designed to handle everything from inventory management and the entire shipping process. Once enlisted, they take the burden off of eCommerce store managers and deal with the entire fulfillment timeline by themselves.
This not only allows the business to focus on other aspects but also streamlines the shipping and delivery process, which is a huge pain point for customers.
You can also use ASDAL workflow capabilities to automate repetitive processes. This saves you time and minimizes the potential for errors that might affect product listings and deliveries.
6. Unpleasant Post-Purchase Experience
92% of consumers return to an online store if they have a simple product return process. In the world of online shopping, returns are just part and parcel of the business. Any eCommerce store has to deal with them, and the differentiating factor is the ‘how’.
If the customer finds the process too troublesome, they’ll probably not re-order from the same website. eCommerce stores should work on streamlining the returns process to make it as easy as possible for the consumer.
Many order fulfillment centers have the option of a return delivery built into their pricing or as an add on. Opting for such services can make life easier for both the business and for the customer.
7. Inventory Management
No one wants to click on their chosen product only to find out later that it is out of stock. Inventory management is a big responsibility for eCommerce stores and one that requires constant monitoring and updating.
If done on their own, it becomes a lot to deal with. Right from warehouse management, to tracking low stocks, re-stocking them and then updating the warehouse,etc.
Inventory management has a lot of moving parts and the best way to resolve this hiccup is to enlist an order fulfillment center.
Many have the option of in-house warehouse space along with automated stock management and shipping handling. This removes the probability of missed manual management and mistakes, thus helping the customer purchase their dream product.
Apart from these factors, there are many that affect the bottom line of an eCommerce store. The majority of them are related to things that are often not in the control of the business, which narrows it down to shipping, among other things.
As an eCommerce business owner, one has a lot on its plate. In such a scenario, your best bet is to create a personalized experience on your eCommerce site and ensure speed from shopping to shipping. If you are thinking about expanding your eCommerce to marketplaces like Amazon.com. Get started with ASDAL to improve your Amazon eCommerce performance today.