Making eCommerce More Human: Key Takeaways from our Recent Webinar

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Damian Headshot
Damian Rees
June 29, 2023
4 min read
eCommerce UX
Customer Behaviour
Webinar

Did you miss our latest eye-opening webinar on creating a more human-centred eCommerce experience? Check it out here:


Don't have the time? Don’t worry! This post will sum up the crucial points we discussed. We revealed insights of buyer psychology, storytelling and conversion narratives, UX best practices, and more, all designed to boost your eCommerce success.

Remember, behind every click and transaction, there’s a person with desires, fears, and unique behaviours. Unpacking this human element in eCommerce can be a game-changer. It can lead to increased sales and a more loyal customer base.

Unravel the Intricacies of Storytelling and Conversion Narrative

In our webinar, we dived into the intricacy of storytelling and conversion narrative. We discussed the importance of understanding the buyer journey and how to create a compelling user experience distinct from the crowd.

Decoding Customer Behaviours

Imagine understanding the hidden worries, unmet needs, and unseen hurdles your customers encounter during their shopping journey. Imagine the significant impact this understanding could have on your conversion rates, average basket size, and customer loyalty.

We shared that every eCommerce journey comprises four crucial stages - awareness, consideration, purchase, and retention. Each step requires a unique approach, the correct narrative, and a deep understanding of customer psychology to convert potential buyers into customers and then into loyal advocates.

Learning from Amazon and Holland & Barret

We explored the Holland & Barret user experience compared to the high-street alternatives and Amazon’s experience. We looked at ideas to improve your delivery narrative, address user queries more efficiently, and provide a smoother, less friction-filled shopping experience for your customers.

9 Key Takeaways

To recap, here are the 9 key points we highlighted during our webinar:

1. Adopt a Human-Centric Approach

Whether you’re dealing with B2C or B2B, remember that you’re interacting with humans. All buyers seek a satisfying user experience. Viewing your eCommerce strategy through a human lens can significantly enhance customer satisfaction and loyalty.

2. Understand and Implement Effective Storytelling

Storytelling is a powerful tool for connecting with your audience and resonating with their needs and wants. Use it effectively to create a compelling narrative that speaks to your customers and fosters a strong bond with your brand.

3. Master the Conversion Narrative

This goes beyond storytelling. The conversion narrative guides your customers through their eCommerce journey. It’s about providing clear, concise, and informative content at every stage to lead them towards making a purchase.

4. Proactively Address Customer Concerns

Aim to anticipate customer questions and resolve their concerns promptly. Make your delivery and return policies transparent, and work towards eliminating any obstacles that might impede a smooth shopping experience.

5. Leverage’ Seducible Moments’

Once a customer has satisfied their initial need, there’s a ripe opportunity for upselling or increasing customer loyalty. By understanding and tapping into these ‘seducible moments’, you can enhance the value of each customer interaction. Customers are often goal-oriented, and once they achieve their goals, they may be more open to further engagement.

6. Fuel Decisions with Emotions

We are emotional beings, and our decisions are heavily influenced by how we feel. Therefore, it’s crucial to strike the right balance in your narative between the emotional and the functional. Getting the emotional part right can lead to deeper connections and increased customer loyalty, thus improving conversion rates.

7. Recognise Different Uses of the Shopping Cart

Not all customers who add items to their cart are ready to make a purchase. Some use the cart as a ‘wish list’ or a way to bookmark items for future consideration. Recognising this behaviour can lead to new strategies, like personalised reminders or offers, to convert these potential buyers into actual ones.

8. Be Mindful of Promo Codes

While promo codes can be enticing, they can also be distracting if not executed correctly. If there are no advertised codes on your website, customers might leave your site to look for codes elsewhere, risking losing the sale. So, if you’re offering a promo code field, consider providing readily available codes on your site to prevent customers from going offsite.

9. Learn from the Leaders

Take inspiration from eCommerce giants like Amazon. Understand their strategies in areas like delivery narratives, customer service, and seamless user experience. Learn from their best practices, adapt them to your brand, and use it to your advantage to enhance your own eCommerce platform.

Further Resources

For further insights, check out the Whitepaper Media Lounge and I have put together as a free resource available on their website. In the whitepaper, I provide a UX checklist that will ensure you’ve covered all key aspects of user experience. If you’d like a more detailed version of this that I’ve been working on, please get in touch, I’m happy to share it with you.

Embrace Human-Centred Design

In today’s digital landscape, embracing a human-centred design approach in eCommerce is not just a trend, but a necessity. It’s time to put our customers at the heart of everything we do.

Let’s Make eCommerce More Human Together

Interested in how we can help your business make eCommerce more human? Feel free to get in touch or delve into our available resources for more insights. Your eCommerce success is just a few human-centric strategies away!

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