Delivering an exceptional customer experience(CX) is increasingly important concern for many eCommerce businesses. It’s not just about having a slick website; it's about making the shopping journey enjoyable and efficient. According to a study by Zippia, 73% of customers consider that CX is a deciding factor in their purchasing decisions. A CX audit is a detailed review of the entire customer experience, from landing on your store to completing a purchase, aimed at identifying pain points and opportunities for growth. Here’s how a well-executed CX audit can help boost your revenue and improve customer loyalty.

What is a CX Audit?

A CX audit is a comprehensive evaluation and in-depth assessment of every customer interaction within your eCommerce platform. This audit evaluates aspects such as a company’s customer-facing processes, website navigation, product discovery, checkout processes, and post-purchase experiences. By analysing these elements, businesses understand how customers perceive their brand and products and create a more engaging shopping journey that fosters customer loyalty and boosts revenue.

Identifying Key CX Pain Points in Your Store

The first step in any CX audit is to discover the areas that may hinder the shopping experience. To effectively identify those pain points, consider the following steps:‍

1. Customer Feedback: According to industry experts, "Listening to your customers is the first step in understanding their experience". For an eCommerce merchant, customer feedback is not just a measure of satisfaction, but a critical resource for driving continuous improvement. Gather insights from customers through surveys, reviews, and direct feedback.‍

2. Customer Journey Mapping: Craft a visual representation of the customer journey that help you create brand experiences that lead to profitable funnels. This helps pinpoint where customers encounter friction, such as complicated checkout processes or slow response times from customer service.

‍3. Competitor Analysis: Perform competitor analysis to stay ahead and explore how your business fits into the eCommerce ecosystem. Benchmark your CX against competitors to identify areas for improvement.‍

4. Data Analysis: Data analysis is particularly important in the eCommerce sector to capture rich eCommerce data and make smarter business decisions. Review analytics related to website performance, conversion rates, and customer retention metrics to uncover trends and issues.

By systematically addressing these pain points, you can improve the overall customer experience, leading to an opportunity to increase conversion, LTV, AOV, and understand the tech infrastructure and landscape.

For instance, when we conducted a CX audit for one of our client E-Liquids, we found out that customers landing on collection pages converted 110.18% more to reaching checkout than those landing on individual product pages. This led us to recommend robust adjustments to their collection pages, that resulted in a noticeable boost in conversion rates and customer satisfaction.

For our another client, Avery Row, our analysis revealed that less than half of visitors were viewing a product. To address this, we recommended optimising the navigation, collection pages, and product cards, as well as enhancing product pages to uplift the add-to-cart rate.

How Better CX Increases AOV and Conversion Rates

Improving customer experience has a direct impact on two key performance indicators: Average Order Value (AOV) and conversion rates. A website with better CX increases AOV and conversion rate, providing a seamless shopping experience that encourages customers to buy more and makes them more likely to complete their purchases.

Here’s how enhanced CX contributes to these metrics:

1. Boosted AOV: Implementing features such as personalised product recommendations and special promotions can encourage customers to add more items to their carts.
2. Higher conversion rates: Simplifying the user journey by addressing pain points can lead to fewer abandoned carts and increased purchase completion.

At WIRO, we have witnessed significant gains for our clients through our CX initiatives.

For Avery Row, by focusing on enhancing the customer journey, we improved their site speed and streamlined the checkout process, resulting in record levels of Add To Carts and overall growth.

Tools and Metrics to Measure CX Improvements

To ensure the success of your CX audit, it’s necessary to monitor improvements effectively. Here are some tools and metrics to consider:

1. Google Analytics: Use this tool to monitor metrics such as bounce rates, average session duration, and conversion rates to evaluate the impact of your changes.
2. Hotjar: The behaviour analytics tool, Hotjar provides heatmaps and session recordings to spy what visitors are doing on the page and identify areas of improvement.
3. Net Promoter Score (NPS): NPS is a straightforward way to measure customer satisfaction and loyalty by asking customers how likely are they to recommend your products.
4. Customer feedback surveys:  Implementing post-purchase surveys can provide direct insights from customers regarding their purchase experience.

At WIRO, we rely on data insights to inform our decisions, ensuring that every tweak leads to tangible improvements in eCommerce growth for our clients.

WIRO’s Approach to CX Audit

At WIRO, our approach to CX audits combines technical optimisation with a deep understanding of customer behaviour. We strive to identify not just surface-level issues but also deeper insights that can lead to lasting improvements. All our audits include:

• User Persona Cards
• Customer Journey frustrations
• Heatmap Reports & Analytics Summary
• CX Review of Key eCommerce Pages
• Brand Application (UI) Review
• 3-5 x UI Concepts for high-conversion areas
• Loom Walkthrough & Call with eCommerce Experts
• 30-50 Growth Initiatives Recommended based on impact
• 15+ CRO Test Recommendations + Criteria

At WIRO, we develop practical, high-impact solutions tailored to each client's needs. For example, during a recent audit for Avery Row, sustainable clothing brand, we improved their product pages by adding breadcrumbs, placing reviews, and implementing scarcity tactics to create urgency.

Conclusion

By regularly evaluating and improving the customer journey, businesses can enhance the overall customer satisfaction, foster loyalty, gain a competitive advantage, and ultimately drive growth and success. To achieve these outcomes effectively, eCommerce brands should engage an agency to audit their site’s CX and implement targeted improvements.

At WIRO, our results-driven approach has helped brands like E-Liquids, Avery Row, Piglet in Bed, and Dropdead realise their growth potential through better customer experiences. If you’re ready to elevate your store and boost your eCommerce revenue, consider investing in a thorough CX audit today.