Deep Dive: Onsite Experience

Hey Friends,

This newsie comes to you from one of my favorite cities in the world, Tel Aviv.

While this trip is super short, I am doing my best to enjoy some delicious snacks and get some work done in our TLV office. 

Snacks in hand, let me get up on my hill for a few moments–promise I’ll come back down shortly. 

There, I said it. 

One of the most important places to set the tone for the lifetime of that customer is a beautiful, frictionless customer journey on your site. 

But while most of us get stuck on small CRO tips and tricks, it’s worth mentioning that it’s not just about conversion, which is obviously nice, but how they felt as they navigated through your site. 

Did they check out feeling delighted and confident in their choice? Or were there unanswered questions that might now make them more critical of the product and any communications from your team

Setting the right tone from the first touchpoint ensures they convert confidently. It will increase LTV and other critical metrics while making your CX team’s job much easier during the entire customer life cycle. 

This week, I partnered with the lovely folks at Oddit to break down key areas of the on-site customer journey, how they impact overall CX, and what you can do today to dial things in! 

This is a topic I’ve been super curious about over the last year or two, and I’m excited to take you down this rabbit hole.

Ready? Let’s dive in. 

This newsletter is brought to you by the fine folks at Oddit. They emailed me and said they were so focused on optimizing their clients' customer journeys that they forgot this ad was due today. So, they kept it simple. 

The team at Oddit digs into your e-commerce brand's customer journey from first touch onsite to purchase, and they make it better. They’ve worked with over 10,000 e-commerce brands and have solid testimonials and case studies. 

With Oddit’s conversion design report, their team redesigns your conversion journey section by section. All it takes is four weeks from the time of purchase, and at the end, you’ll get a robust report and all of the design files to go with it. 

It’s a really low touch on the client's end and provides really high value. 

Oddit is offering a free conversion design to all subscribers; no cc is required, and no strings are attached. Submit your URL here:

Ok, let’s dive in. To keep this simple, we will hit on three different components of a great onsite user experience: Clarity, Trust, and Expectations.

1. Clarity: Your Brand's First Impression

When someone lands on your site, they're on a clock.

You've got mere moments to tell them who you are, what you stand for, and why they should care.

It's like your site's handshake: firm, confident, and to the point.

Forget the marketing fluff and the industry jargon that needs a dictionary. If you want that first-time visitor to click 'buy' and return for more, speak plainly.

Here’s the thing: People crave simplicity. They want to land on your page and immediately get it.

That’s the secret sauce to winning a customer and starting a relationship that lasts.

So, take a hard look at your site. Does it communicate your essence at a glance, or does it bury the lede under layers of needless complexity? 

Remember, in the economy of attention, clarity is crucial.

2. Trust: The Foundation of Every Transaction

Trust isn't just another buzzword; it's the cornerstone of the journey with your customers.

From the second they land on your site, the clock's ticking to prove your brand's worth. It's about showing why they should choose you, not just telling.

Showcasing your achievements, be it glowing reviews, a storied history, or prestigious awards, can instantly boost your credibility. 

Do you have a "serving since" date that predates the internet? Flaunt it.

Organic or GMP certified? Highlight it.

Trust is more than a first impression; it's a promise of quality and reliability. When customers feel confident as they click 'buy,' it's a testament to the trust you've built.

This confidence colors their entire perception of your brand, enhancing their expectations and interactions in the future.

3. Expectations: Clearing the Path for Your Customers

Set realistic expectations right from the start to ease any concerns your customers might have.

This proactive approach means your CX team spends less time addressing questions or issues after a purchase.

If your product requires special handling, like temperature control, make it easy for customers to find information on how it's shipped, the packaging used, and what they should expect when it arrives.

Don’t just assume they'll trust you've handled everything; show them. Provide clear, detailed images or descriptions that demystify the process.

Take the challenge of buying makeup online as another example.

Finding the right shade can be daunting, and customers often hesitate if they're not confident in their choice.

You can significantly reduce purchase hesitancy by placing “free shipping, returns & exchanges” prominently near the shade selector. 

Emphasize your understanding of the difficulty in choosing the right shade by offering a “Right Shade Exchange Policy.”

This policy should be easy to find and explain, reassuring customers that finding their perfect match is hassle-free.

Setting clear expectations and directly addressing potential concerns pave the way for a smoother customer journey.

This helps build trust and ensures that your customers feel confident and cared for from their first click to the moment they unbox their purchase.

That’s it for this week!

Any topics you'd like to see me cover in the future?

Just shoot me a DM or an email!


Eli 💛