客户体验可能是您在线购物者没有转换的原因

All humans — including your customers — are emotional creatures.

That’s why it’s so important to make sure every interaction customers have with your company a memorable one — so memorable that they’ll want to recommend your business to a friend, family member, or colleague.

您的业​​务与客户之间的联系正是客户体验的全部内容 - 提供客户在买方旅程的所有阶段寻求的支持。

You can think of the whole customer journey as a (very important) and complete transaction between your brand and customer, — what happens throughout that transaction and the way your customers feel define the customer experience.

为了instance, you visit your local ice cream shop; the waitress welcomes you with your name and immediately asks if you’d like your regular treat, a chocolate sundae with extra chocolate chips, or if you’d prefer to look at a menu.

Wouldn’t this personalized and positive experience make you want to continue returning to that ice cream shop? Sometimes it hardly matters how the food tastes — the独特而令人愉快的客户体验使您回头路。

这不仅适用于实体店。例如，当潜在客户访问您的网站时，他们为什么要坚持了解您的产品，或者如果他们不感到有价值，理解和听到您的品牌的含义？在这种情况下，您的网站有多美丽或您对网站的优化程度无关紧要 - 重要的是CX。

了解客户体验（CX）：如何通过客户的眼睛看世界

客户可以通过多种方式与您的业务互动。例如，当他们访问您的网站时，参与您的社交帖子，单击您的广告，购买您的产品或服务或提供反馈。客户体验包括所有这些互动等。

A recent study byOracle揭示了在买方旅程中最大化客户满意度的最大化客户满意度可将总客户满意度提高20％，并使收入增长高达15％。

You need to see the world through customer-colored glasses. Understand their challenges and needs. They want to be heard and expect quick responses and speedy reactions from your team members.

Focus on client-centricity — put your customers first by searching for opportunities to create products and services that resolve the challenges of your customers. You can also identify your best customers with smart segmentation. There are a lot ofbenefits of customer segmentation包括更好地了解客户的行为，兴趣和痛苦点。

Here are some great examples of how brands are enhancing their customer experience.

1. When Tony started Zappos (now a billion-dollar brand), he奖励了他的团队在电话上花费长时间的时间创造出色的客户体验。
2. Apple added a human element to their customer interaction通过在天才酒吧安装专家。
3. FedEx ensured a better customer experience通过回答第一个环上的每个客户支持电话。

Now that you know what CX is, let’s take a moment to review what it isnot。

客户体验不是用户体验（UX）。

客户体验和user experienceare separate strategies businesses deploy to help them grow.

用户体验是客户体验的一个子集。It revolves around your products. It’s all about how your customers interact with your products and what experience they have with them. User experience is a blend of design and architecture, usability, functionality, user-hierarchy, and understanding.

Whereas customer experience is a summary of the completecustomer journey map。首先，当访客听到有关您的消息，并在与销售，营销，客户服务以及您出售产品的每一次互动中都存在。

Next, let’s review the ways in which CX impacts your conversions and why you may not be seeing the impact you’re hoping for on your bottom line just yet — and don’t worry, we’ll work through some ways to resolve those challenges too.

5 Reasons Why Your Customer Experience is Not Converting Prospects (Yet)

1. You don’t know your customers well.

The first reason for the low conversion rates is you don’t know who you are targeting. When you are not aware of your target audience, how would you guarantee their conversions?

How to fix it?

• 确定客户的需求，他们的兴趣所在，他们喜欢什么以及其他共同特征 - 一切都可以帮助您吸引观众。（（制作买方角色to help you with this.)
• Run customer surveys and polls; they are the best way to collect customer information. The feedback you receive from there is filtered and gives you a quick view of your user requirements.
• Analyze your customers’ behavior withmarketing analyticswith集线器CRM。

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• Segment your buyers based on their buying frequency, recency, and monetary metrics (RFM segmentation).
• Filter your best customers by separating them into categories with集线器’s Smart Lists，并向他们发送个性化电子邮件。

2. Your products are not grabbing your user’s attention.

It’s an age-old saying that the first impression is the last impression. It’s very critical that the visitor’s first impression on viewing your products and your website as a whole is a pleasant one.

The buying decision of the vast majority of your website visitors is impacted by this first impression. If your products are visually appealing, the visitor is bound to take more interest and there is a good chance of conversion.

How to fix it?

When it comes to your eCommerce store, it’s important to keep in mind that your customers are buying products without necessarily ever having the ability to test them out and/or feel them first. So, you need to create an environment where they can make easy purchasing decisions that are virtual from start to finish.

您可以通过多种方式来增强客户体验并提高转化率。

• 使用高质量的照片和迷人的视频来展示您的产品，并讲述有关您的品牌和产品或服务的故事。
• 保持您的产品在网站上组织并实施易于使用的导航。
• L'Oreal和Rayban等领先的时尚品牌允许用户尝试虚拟改头换面工具，并提供360度的产品。呈现在线产品的这种创新飞跃可以帮助这些品牌脱颖而出并吸引大量观众。

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• Useaugmented reality（AR） - 这是美容和时尚行业的流行趋势，因为客户可以几乎可以尝试您的产品（例如一双太阳镜）。
• Create an omnichannel experience for your online shoppers by augmenting product visualization.
• Be clear about your pricing strategy. According toQuicksprout，由于意外费用，有56％的购物者在结帐时放弃了购物车。

3. Your website isn’t ready for shoppers.

你知道吗38% of people will stop engagingwith a website if the content or layout is unattractive?

Also,75% of consumers admit to making judgements on a company’s credibility根据公司的网站设计。raybet电子竞技

If you are experiencing a solid amount of traffic but few conversions and a high bounce rate, your website design likely has issues.

How to fix it?

• 如果您的网站流量较低，那可能是因为您的听众没有得到他们想要的东西。确保您可以将所有内容都保留在网站上。
• Secondly, when a user visits your website, try to enhance the hero section (the header part) as beautiful, clean, and direct as possible. This section can contain your product, service, and offers too.
• Add clear call-to-actions (CTAs) throughout your webpage. Add a “view cart” option as well to heighten the chances of successful checkouts.
• Keep your website design conversion-focused. Put your menu bars (in the header and footer) organized. This will allow your users to navigate to find their goals quickly.
• Statista表示，2020年将总共有47.8亿智能手机用户。因此，如果您的网站没有进行移动优化，那么您可能会失去转换。
• Capitalize on your social media — use it to help you boost your top-performing content such as blog posts, customer reviews, and testimonials. Respond to feedback and answer customer questions through social media, too.

4.您无法赢得客户的信任。

One reason for lower conversion rates is that you are incapable of winning your customer’s trust.

81% of online shoppers feel concerned在与他们不熟悉的网站上购物时。信任不能被迫；让我们看看如何无需推动就可以自然地赢得客户的信任。

How to fix it?

• 选择正确的信任密封以提高网站上的安全性。信托密封件验证您的网站是合法和合法的。
• Add customer reviews to your website to increase the chances of conversions and enhance your customer experience.According to BrightLocal，，，，the average consumer reads 10 reviews before feeling able to trust a business.
• 在您的品牌上保持社交活动，娱乐，交流，参与，教育和跑步活动。保持真实并坚持您的利基和品牌价值。
• Engage your customers and earn their trust by establishing excellent communication practices.
• Add high-converting and relevant CTAs to your website above the fold. Use phrases and words like勒arn More，，，，Shop Now，，，，下载，，，，Sign-up，，，，and现在预订。

5. You have not planned your customer onboarding.

Remember, there are two kinds of customer onboarding: on-site, and off-site. The fundamental difference between on-site and off-site onboarding is that, when a shopper lands on your website, it means they're looking for your products or services. In off-site, the customer has already been introduced to your products and services, before he/she needs them.

How to fix it?

• Offer a real-time product demo for your audience to help them explore your product and it’s features quickly.According to Wyzowl，，，，84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video. Video demos impact purchasing decisions significantly and boost engagement as well.
• 为了a frictionless customer experience，至关重要的是您如何处理离开网站或打算离开网站的用户。
• Use an immediate exit-intent pop-up.
• Set up an email marketing campaign and select time-slots to send interactive废弃的购物车电子邮件to lost users.
• 让用户可见购物车。
• 使用重新定位或再营销广告对以前访问您网站的目标用户。
• Be different — offer a dynamic free trial period for your products and services. Then, a user can extend the trial period and if they choose to. This provides a sense of flexibility and freedom for users.

Wrapping Up

Remember: Customers are humans, not your contact to close in the CRM.

Customer experience brings your customers closer to your brand. Humanize your brand and design, and analyze your customer journey map.

以以客户为中心的方法点燃您的品牌，并使用上述策略吸引购物者的注意。有关更多信息，请查看最新的客户体验统计和趋势2020here。

Author Bio: Himanshu Rauthan is an entrepreneur and co-founder atmakewebbetter，，，，an eCommerce digital marketing agency, HubSpot Premier Integration and Gold Solutions Partner. He is a digital marketing and inbound expert, passionate about building and scaling eCommerce customer experiences.

集线器marketing teams reserves the right to use guest blog author’s likeness across our content as we see fit, including but not limited to HubSpot’s social media channels.