Optimizing the digital shopping BIG

7

experience.

Renee Racine-Kinnear

Director, Online Customer Experience Indigo Books Inc.

82% of consumers have stopped doing business with a company as a result of a negative experience. Customer Experience Impact Report, Harris Interactive 2010 Commissioned by RightNow

First, a little context.

80% of Starbucks’ revenues come from customers who visit their stores an average of 18 times a month.

Business Week, 2006

Then, a little perspective.

True customer experience is defined by the customer’s perception of the interaction. Bruce Temkin, Experience Matters

And a can of worms.

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7 actionable ways

to make your experience

better.

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Open feedback channels.

01 Invite your customers to join a voice

of the customer group. Maintain a

diverse, willing group of customers

that you can go to for on the spot

feedback.

Voice of the customer.

01 Invite <1%> of your customers to

complete a post-visit survey.

Remember to review the data.

Experience surveys.

01 The social sphere is more than a PR

and marketing opportunity. It’s a CX

treasure. Listen for what your

customers are saying about your

experience. Act on what you hear.

Social listening.

01 The “Ideagora”

01 Another Ideagora

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Don’t ignore your data.

02 Why be data oriented?

“Those who cannot remember the

past are condemned to repeat it.” George Santayana, 1905

02 How to be data oriented.

Establish a metrics review process.

Set targets that provide context for

interpreting the data. (YOY, budget,

trending)

Establish a metrics sharing

process.

02 Things to watch.

Conversion is the moral

at the end of the story.

Total Site Visits

Orders

02 Things to watch

Conversion is the moral

at the end of the story.

The funnel is where the

whole tale is told.

Total Site Visits

Product Views

Adds to Basket

Purchase Path

Orders

02 More things to watch.

Bounce

Click mapping

Searches per visit

Browse behaviours

(fallouts)

Avg items per cart

Purchase frequency

Abandonment

Satisfaction scores

02 The only way to understand

perception and how it shifts from

day to day is to watch satisfaction

scoring.

Measuring perception

02 The impact of satisfaction.

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Establish a testing program.

03 “There are three kinds of untruths:

lies, damn lies and statistics.” Mark Twain

Don’t guess. Test.

03 1. You aren’t the customer.

2. Your executive team isn’t the customer.

3. Your customer, as it turns out, IS the customer

and you have access to them.

4. If you make changes that increase conversion,

you did the right thing.

5. The words “actually, we tested that and…”

trumps any argument or pushback.

Top 5 reasons to test.

03

Calls to action

Navigation

Page Layouts

Copy

Promotions/Offers

Imagery

Key customer activities, eg:

search

carting

checkout process

What’s test-worthy?

03 Concept/Idea testing: 1:1 with your VoC volunteers.

Creative/page layouts: A/B or multi-var, content

management system

Live features: 1:1 lab interviews or remote testing

Customer labs and beyond

03 Notes from the field.

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Remove obstacles.

With some rare exceptions, search is the most important feature of a retail website. Here’s why…

Obstacle 1: Finding

04 The story of “Something. Something.”

It was called “Something, Something

Fault”.

Sarah read about it in the paper

yesterday.

04 The story of “Something. Something.”

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husband

So she came online…

04 The story of “Something. Something.” T

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iliar…

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Obstacle 2 : Task completion

The more clicks [effort] required to complete a task, the less likely a customer is to complete it.

04 Web disorientation.

The sense of being lost within a process.

04 Web disorientation.

Quickest ways to disorient your customer:

Bad navigation

Inconsistent creative/page structures

Forcing page changes for small tasks

Complex sign up/sign ins mid-process

Too close for contact… Online customers want to be able to self-resolve and move on.

Obstacle 3: Troubleshooting

04

Static FAQ’s and

a phone number

will not support

self-reliance.

Strive for self-service

04 Self service = happy customers.

When Indigo implemented

“searchable help” with a

pre-emptive attempt to

answer customer email, it

resulted in a 7% decrease

in contact volume.

Remember task completion? More so.

Obstacle 3: Purchasing

04 The perfect purchase path is, or gives the illusion

of being, one page long.

It is clear. Simple. And over quickly.

The purchase path.

04 Easy. Simple.

04 And over quickly.

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Respond to the mobile shift.

60% of mobile shoppers

are shopping from home.

Ipsos/PayPal survey 2011

70% of iphone owners use

apps while shopping in

store accenture, as reported by Internet Retailer 2010

05 The mental shift.

6.6 million Canadians own a smartphone.

53% use it to make purchases.

05 The mental shift.

16% of Indigo.ca visitors were mobile this

holiday season.

05 The way it is.

The same experience.

Good or bad from one,

transfers to the satisfaction

with your overall experience.

05 Consider your customer in all

channels. Identify their needs.

How can you make life better for

them by layering your channels?

A great omni-channel experience.

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Develop features that set you apart.

06 What it means to be Canadian online.

When you’re up against a powerhouse,

competing on price isn’t an option.

06 What it means to be Canadian online.

85% of shoppers said they would be willing

to pay more to ensure a superior customer

experience. Customer Experience Impact Report, Harris Interactive 2010, Commissioned by RightNow

$

06 But what is a ‘better experience’?

Your Customers

UX Professional Shoppers overwhelmingly cite Amazon’s

experience as the best around.

06 But what is a ‘better experience’?

Your Customers

UX Professional

UX designers *usually don’t agree.

*some UX designers probably work at amazon

=

06 Design

Product

Value

Service

Follow through

*Features that make

shopping with you

easier, faster, better,

more satisfying

Ways to differentiate.

06 Differentiating features

06 Differentiating features

06 Differentiating features

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Never view a purchase as the end.

07 Say thank you.

Give a rock solid delivery date – per item if necessary.

Confirm the order via email/sms.

Allow a window for change.

Welcome returns.

Encourage sharing or commenting on their experience.

Post-transaction must do’s.

26% of global consumers posted negative comments after having a negative customer experience.

Accenture research

Happy customers will tell 3-6 people… or more if you facilitate the dialogue. Here’s how...

07 Great experiences are everywhere.

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Hear your customers.

Review your data.

Test.

Remove obstacles.

Be mobile.

Differentiate.

Keep the conversation going.

Thank you.

BIG 7

Renee Racine-Kinnear Director, Online Customer Experience Indigo Books Inc. rracine@indigo.ca