Love is in the UX

3 ultimate tips: how to keep customer relationships after Valentine's Day

When the amount of cinema tickets, restaurant reservations and clicks increase, Valentine's Day is just around the corner. But how can online stores make the hearts of Valentine's shoppers beat faster? Which shops and which user experience do the consumers love? Three tips for e-commerce responsibles that will help them increase their sales and inspire users long term.

The right person, the right atmosphere, the right gift - many aspects are crucial for a Valentine's Day date to be a unique experience. Concerning digital commerce, numerous studies also show that consumers are no longer just looking for products online, but for digital experiences. The expectations and demands regarding the digital presence of companies are growing increasingly. For successful purchase transactions in competitive Valentine's Day shopping, shop operators must offer their (potential) customers a convincing user experience. To ensure that customer relationships continue after Valentine's Day, a mature digital user experience is also the number one e-commerce success secret to achieve customer and brand loyalty.

Love is in the UX

UX tip #1: start with the basics - short loading times

It’s the customer who decides how a good user experience looks like. With increasing technological possibilities and growing competition, user requirements are also growing. However, it is still central for online shop operators not to lose themselves in the unquestionably numerous optimization possibilities. It is important to start with the basics, whose relevance for the customer is often underestimated. What has become a matter of course for many users is still out of stock in many online shops: short loading times.

In e-commerce, seconds decide whether users rate a user experience, consciously or unconsciously, as satisfactory and if they make a purchase or visit the shop again in the future. At the last big shopping event, Christmas, too long loading times were the main reason for 16 percent of Germans to leave an online shop when researching products or buying Christmas presents. This was shown by the representative online survey commissioned by diva-e Digital Value Excellence GmbH. In order to prepare one's own shop for Valentine's Day (and all other days of the year), e-commerce managers should do their homework. This begins with the choice of the right e-commerce platform, which also has very different performance values in terms of response times. As in so many areas, time is money - and the basis for a good user experience, more conversions and sales.

UX tip #2: love at first click - which shopping experience do Valentine's Day shoppers love?

If a shop meets these basics, further optimization measures should be taken in the sense of a comprehensive user experience. What is important to Valentine's Day shoppers for a good user experience? An intuitive ordering process, a responsive design and the offer of common payment options - the main thing is to be convincingly clear. Sounds trivial? The evaluation of customer experiences from past major shopping events shows that this is not the case. In Christmas shopping, it was the lack of payment options (49 percent), a complicated ordering process (35 percent) and a confusing design (25 percent) that stood in the way of a convincing user experience. The lack of the desired shop language (11 percent) and insufficient mobile optimization for smartphones and tablets (10 percent) were also amongst the top reasons why customers were discouraged from buying in online shops.

Since 27 percent of German shoppers criticized the available product selection, shop operators should also ensure that products are available on Valentine's Day or offer alternative products in order to create a satisfying user experience. For a high-turnover Valentine's Day business, it is therefore worthwhile for e-commerce managers to evaluate and optimize customer experiences. Who understands customers and their desires, is on the best way to create unique customer experiences.

UX tip #3: the day after - how to keep customers loyal

What else creates an excellent user experience? Several studies show: In the context of a comprehensive user centering, shop operators should learn to speak the customer's language - fluently. Only then can their own shop be translated into this language. And of course in all other languages the customer wishes. Once this major step, which should not be underestimated, has been mastered, the personalization of the shop and customer interaction opportunities are further components of successful customer experience management.

Just as in relationships, Valentine's Day is just one day out of many. If e-commerce managers want loyal customers and brand loyalty, then it is important not only to thrill users on one day a year, but to inspire and bind them through a unique user experience over the long term. German love brands like diva-e customer dm drogeriemarkt, for example, show how it's done and create a cross-channel shopping experience around Valentine's Day, ranging from product recommendations to craft inspiration and dating tips.

"More than ever before, e-commerce platforms must have a well thought-out usability that is aligned with the purchase transaction. But that's not enough: especially at high-turnover and highly competitive shopping events such as Valentine's Day, online merchants must do everything they can to create an excellent user experience. This starts with choosing the right e-commerce platform and ensuring short response times and ends with continuous shop optimization. In order to create excellent personalized user experiences, shop operators must always be up to date with new technologies and trends. For many online retailers, meeting these increasing consumer expectations regarding digital experiences is a challenge that can hardly be solved. This is why more and more e-commerce managers are looking for support from digital agencies and consultancies, which, like diva-e, are increasingly acting as networks and mergers in order to fully cover digital value chains as partners for digital business," comments Sirko Schneppe, CSO diva-e Platforms.