Returning customers are at the forefront of many e-commerce specialists’ activities. Especially risings costs for gaining new customers increase the need for effectively converting these first-timers to more valuable returning customers.
In the end only a positive customer experience helps establish a long lasting customer relationship – without a positive shopping experience, a new customer may not return to the online shop.
Checkout processes are mostly standardized and are usually not enough to provide a unique, outstanding experience. Besides the traditional purchasing path, additional customer services offer a wide variety of possibilities to establish positive, valuable touch points with a brand and increase the customer experience throughout the whole checkout process.
The talk tries to explore and show successful examples of service design elements in online shops, which help improve customer experience.
Margit Blauhut is Head of Marketing and User Experience Design at Smarter Ecommerce. Since 1999 she has been working in the field of Usablity, User Experience, Digital Strategy and Project Management. Starting as a freelance web programmer and part-time web designer, she specialised in Usability Engineering for safety critical environments. Passionate about interaction design and User Experience she started her own digital advertising agency with focus on web design and touch devices. She also worked as an Interaktive Media Artist and exhibited in the Kunsthalle Krems, at the Ars Electronica and also at the Maker Fair in San Francisco. During her work as Teamleader UX for Netural she won several digital design awards and created digital experiences for different international clients (Silhouette, Swarovski, Austria Telekom, CNH International, Umdasch AG,..). For the last two years she has focused completely on Usability Consulting and Conversion Optimisation for several E-Commerce Clients.
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