on June 16, 2017 (last modified on January 13, 2022) • 14 minute read
Making sure that your customers have a good experience when shopping with you goes beyond just website usability – it extends to your social media channels, and runs through everything that you do as a business. It includes the way you deal with customers on the phone, your email copy and even your product packaging.
Tracking customer experience for ecommerce businesses should go much deeper than superficial sales figures and vanity metrics. If you really want to know how to please your customers, start using data obtained from your ecommerce dashboard as a way to analyze your business, and use it to implement changes and track improvements. Here are some key ways in which data can help you improve your CX.
Avoid analysis paralysis and focus on core CX datasets, rather than getting bogged down by overly complex segmentation.
The most important things that you need to get out of your data are:
There are a dizzying array of KPIs and metrics that ecommerce businesses could track to measure customer experience – it can quickly become very overwhelming. It’s important to learn how to benchmark KPIs and ensure that you are looking at the ones that really matter.
Here are the four key CX metrics I’d recommend prioritizing:
Data integration is an ecommerce must-have, and will especially help businesses operating in a multichannel environment who want to improve their CX scores. You need to know your in-store experience compares with your online one, or whether certain offers or deals do better online. Use these insights to decide which elements of the customer experience are going to be ‘exclusive’ to each environment.
To improve the performance of your online store, it’s vital to have access to useful and actionable data. But, with so many metrics available to track, it may be hard to determine which ones will actually help you move the needle.
That’s why we have created a concise dashboard template that only tracks the most important metrics for analyzing the core elements of your ecommerce businesses, such as:
Now you can benefit from the experience of our Google Analytics experts, who have put together a plug-and-play Databox template showing the most important KPIs for monitoring your online store’s performance. It’s simple to implement and start using as a standalone dashboard or in ecommerce reports, and best of all, it’s free!
You can easily set it up in just a few clicks – no coding required.
To set up the dashboard, follow these 3 simple steps:
Step 1: Get the template
Step 2: Connect your Google Analytics account with Databox.
Step 3: Watch your dashboard populate in seconds.
Calculating your churn rate can burn — but you need to know it in order to improve it.
Calculate your churn rate and see whether you can build better brand loyalty and decrease churn. (How is your churn rate calculated? It’s basically the % of people who don’t make a repeat purchase, or cancel their subscription.)
For a subscription-based business, it’s the number of customers who canceled that month (or quarter), divided by the total number of customers.
Recommended Dashboard: Stripe MRR + Churn
For a traditional e-commerce business, calculating your churn rate is easy but you need to first decide on a ‘churn event’. One example: a customer that does not make a repeat purchase within a few months. Once you have found your churn event, the calculation is the same.
Your churn rate will tell you how well you are doing at keeping customers happy, and whether they are likely to become repeat ones.
Your customers want to feel like you know them and care about them. Personalization is a great way to improve customer experience. Being personal with customers is about listening to their needs and feedback, and using the data they give you to improve customer interactions.
Customer experience issues are pretty hard to fix once they’ve spiraled out of control — so be on high alert for your brand at all times. Accurate data tracking will enable you to get a handle on customer issues pretty fast. Unfortunately (or fortunately), this is a 24/7 job that never sleeps!
“Customer listening […] can help you see and adopt their view of your world, creating the understanding and empathy that can help drive customer-centric decision making.” (Source)
As a business, you need to develop empathy in order to create a website experience that’s intuitive and easy for users to navigate and use. If your site is not focused on the user, then none of your other fancy customer experience strategies will work.
CX data should feed into your marketing strategy in a multiple of ways, not the least in:
Most social media channels and advertising platforms spit out tons of data — use these to your advantage to improve your reach and conversion rates. The old ‘see what sticks’ methods don’t fly anymore — every marketer worth their salt needs to get comfortable with data mining.
Finally — it’s important to acknowledge that staring at graphs all day isn’t going to solve all your customer experience issues. You need to think about your brand USPs and how you are going to go the extra mile.
Here are some CX considerations:
It is never too early to integrate data into your small business operations. You don’t have to be a tech-savvy digital start-up in order to benefit from data tracking! Data is the friend of any ambitious e-commerce entrepreneur who wants to grow their business fast, and please their customers in the process.
What’s your number one customer experience metric that you always track?
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