7. Prioritize personalization
Personalization is one of the most important aspects to digital customer journeys – and to this end, AI is again invaluable. The technology can analyze large amounts of customer data such as preferences and behaviors, and then use these insights to create personalized customer journeys based on likely intent. It means, for example, that a new customer and a returning customer would both see a different version of your homepage when visiting your website; each tailored to their unique needs, with the effect of increasing conversions.
8. Include user reviews
Research from TrustPilot5 found that 89% of global consumers check reviews as part of their online buying journey, whilst 49% consider positive reviews one of their top three purchase influences. Share lots of customer reviews, ratings and testimonials on your website to build trust in your brand.
9. Stay secure
According to research by Baymard Institute6, 25% of online shoppers have abandoned a purchase because they didn’t trust the site with their credit card information. To reassure customers, be clear about your data protection policy, and obtain an SSL certificate (which authenticates your website's identity and enables an encrypted connection) to display.
10. Optimize for mobile traffic
In 2023, smartphones were responsible for generating two-thirds of online shopping orders7, so it’s crucial your site is optimized for mobile. This involves keeping content concise, and simplifying forms so that users don’t have to fill in so many details – remember, everything is smaller and fiddlier on a mobile screen which can get frustrating!