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Captcha: The only customer experience where you feel like you're taking an eye exam just to shop online!
In 2020, the global shopping cart abandonment rate for online retailers was a staggering 88%, according to market research firm Statista. One of the main reasons for this high rate is friction in the customer experience. In fact, a study found that 25% of people abandon their carts because the checkout process is too complicated.
While some friction may be necessary to deter bots and prevent fraud, e-commerce businesses need to continually evaluate whether their solutions are causing more harm than good. For example, CAPTCHA technology has become increasingly complex over the years to outpace computers, but it can also frustrate and alienate human users.
To improve customer experience in e-commerce, businesses should focus on strategies that reduce friction and increase satisfaction and engagement. This may involve mapping out the customer journey and identifying pain points, personalizing the experience for each user, integrating customer feedback into business decisions, and building a customer-centric company culture.
Other best practices include using metrics and KPIs to measure customer experience, offering multichannel or omnichannel support, enhancing user experience on mobile devices, and creating effective retention programs. AI can also play a role in customer support, but it's important to balance automation with empathy and human interaction.
By implementing these best practices, e-commerce businesses can boost customer satisfaction and loyalty, reduce cart abandonment rates, and stay ahead of the competition.