Improving the customer experience on an e-commerce site has historically been about optimising around transactions, making your website easy to use and focusing on conversion rates at various points in the funnel.
To be really successful though, it’s critical to think beyond this idea of transactional optimisation.
A fully optimised online customer experience means much more than just making it easy for your customers to buy things, it’s about building long-term relationships through personalisation, timely relevance and treating visitors as individuals.
Saying the right thing to the right person at the right time. You need to consider how to optimise that relationship.