The first step is understanding the customer. This seems obvious but is often overlooked. Most companies have this mental image of who the customer is (often suspiciously like themselves!), but that rarely aligns with what the data and research shows.

One key aspect of customer experience in e-commerce and SAAS business is conversion rate optimsation. I ran my first A/B test in 2001, and have been working on it ever since. I’ve developed a tried and tested CRO process over the years which produces great results. The process increased the BigW mobile conversion rate 80%. It also won Showpo Best Site Optimisation and Design award at the ORIAS two years running.
You might like to know - you're in an A/B test right now on this page!

Often the biggest wins come from having an aligned strategy. What’s your value proposition? How clearly do you display this? What landing pages do you have? A/B testing is awesome, but strategy can trump tactics. If customers are expecting something different from what you offer, doesn’t matter how good your experience is. Sometimes simple, but highly strategic tweaks can make the biggest difference.

There’s many ways to measure customer experience. Conversion rate is one. Net Promoter Score (NPS) is also a great way to have your finger on the pulse of your customer experience and ensure you have a constant flow of information so problems don’t get out of hand. It all depends on your business goals.
Let’s chat about how to improve your customer experience.