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5 Mistakes to Avoid while Integrating Customer Journey into E-Commerce

How-to-Integrate-a-Customer-Journey-into-Your-Ecommerce-Store

Don’t run off into the sunset with an e-commerce idea and forget that your online store is actually meant to serve your customers’ journeys – not yours. Here is how to go about building an online store that puts the customer journey at the heart of your store.

Embrace the 4 C’s: Creating, Curating, Connecting & Culture.
Selling with a customer experience the first attitude is about shifting the focus away from ‘price, product, promotion, and place’ to ‘creating, curating, connecting, and culture’.

Instead of bland promotions and sales pitches, permission-based selling is about using useful content to connect with the customer during their buyer journey.

Here are 5 common customer service mistakes you will want to avoid.

1.      Create Personas

We buy with our emotions and our hearts, not our brains. The most important part of any customer journey integration is defining that customers are in the first place. This is where your buyer personas step in – use them during all stages of the project to help you spot where buyer friction is likely to emerge.

2.      Use Detailed Keyword Research

Your customers already know what they care about and what they are looking for. It’s your job to find it out and give it to them. Build your online store right by embedding thorough and detailed keyword research into every bit of planning.

3.      Plan your Information Architecture

The customer is in control here. Don’t just throw up a jumble of product categories and a messy navigation and hope for the best. Customers are going to leave your site altogether if you don’t plan this bit right.

4.      Use Compelling Calls to Actions

Make sure there is always a compelling action you want buyers to take next. Don’t let them get stuck in a dead end.

5.      Go on a Journey Yourself

Customer journeys change over time and you have to remain reactive and agile. Don’t plan something out and then get annoyed when people don’t react the way you wanted. The user is right – you have to adapt.

When do you think the customer relationship is at its strongest? What about at its most fragile?


Patrick Foster is an e-commerce entrepreneur, coach & writer, and is presently writing on EcommerceTips.org where I share engaging ecommerce content for entrepreneurs and business owners. You can follow him on Twitter, or add me on LinkedIn. 

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