Optimizing Website Performance In The Ecommerce Customer Journey

Welcome to our blog series on the eCommerce customer journey! In this series, we will be discussing the various stages and how businesses can optimize their strategies to improve the customer experience and drive conversions.

The eCommerce customer journey consists of four main phases: awareness/discovery, acquisition/consideration, conversion/purchase, and retention/loyalty. Each phase presents unique challenges and opportunities for businesses to engage and connect with their customers.

In this first blog, we will focus on the awareness/discovery phase. Providing valuable content, engaging on social media platforms, and optimizing for search engines are essential components of achieving this goal. We'll discuss the importance of website performance, website optimization, and a Lighthouse score during this phase.

We'll also cover the role of SEO, responsive design, easy navigation, and search in creating a positive first impression and establishing a connection with potential customers. Then we will go over the benefits of edge side rendering, real-time analysis of user behavior, and push notifications. Lastly, we will cover the Macrometa's Real-Time Ecommerce Platform and how you can boost website performance.

In subsequent blogs, we'll cover the remaining phases of the eCommerce customer journey in more detail and provide insights and best practices to help businesses improve the overall customer experience. Stay tuned for more!

The first step in the eCommerce customer journey

The awareness/discovery phase is the first stage in a customer's journey, where they become aware of a brand's existence and start to learn more about it. During this phase, customers are actively searching for information and solutions to their problems. Therefore, businesses must provide relevant and valuable content to attract and engage potential customers. The goal is to educate potential customers about the brand and its products or services. Website optimization and a high Lighthouse score are critical components of achieving this goal.

Google Lighthouse score

Lighthouse is an open-source tool from Google that measures website performance, accessibility, best practices, and SEO. It provides an overall score that helps businesses identify areas that need improvement. A high Lighthouse score not only improves website performance but also affects search engine rankings and user experience.

Search engine optimization

SEO, or search engine optimization, is crucial for businesses to gain visibility and attract potential customers. Website performance is a significant factor that affects SEO rankings. Search engines like Google prioritize websites with faster loading times and better performance. Therefore, businesses must optimize their websites for speed and performance to rank higher in search engine results pages (SERPs).

Responsive design and intuitive navigation

A responsive design and easy navigation are also essential elements of website performance. With the increase in mobile usage, having a mobile-friendly website is no longer an option but a necessity. A responsive design ensures that a website looks and functions correctly across all devices, including smartphones, tablets, and desktops. Additionally, easy navigation helps visitors find what they're looking for quickly and improves their overall experience on the website.

Edge side rendering

Edge side rendering is a technique that improves website performance at the edge. By rendering website content closer to the user, it reduces latency and improves loading times. This technique is particularly useful for businesses that have a global audience, as it can improve website performance for users in different geographic locations.

Advanced search

Potential customers may arrive at a website without a clear idea of what they are looking for or may want to explore different options before making a decision. In such cases, having sophisticated search capabilities within the site can help potential customers quickly find the information they need and navigate the site more efficiently.

Search can also be a useful tool for businesses to understand what potential customers are searching for on their site. By analyzing search queries, businesses can gain insights into the content and products that potential customers are interested in and use this information to improve their marketing and content strategies.

User tracking and real-time analytics

While user tracking and analysis may not be the primary focus of the awareness/discovery phase, it's still important to gather data and insights that can be used for future personalization efforts. By tracking user behavior and analyzing website traffic, businesses can gain valuable insights into what their potential customers are interested in and tailor their content and marketing efforts accordingly. These insights can help businesses personalize their messaging and create more targeted efforts in the later stages of the eCommerce customer journey.

Push notifications

Push notifications can be  used in the awareness/discovery phase to entice potential customers to sign up for emails or other offers. For example, businesses could offer a 20% discount to customers who sign up for their email list through a push notification. This can help businesses build their email list and establish a connection with potential customers early in the customer journey. However, it's important to use push notifications strategically and not overwhelm potential customers with too many messages. A targeted and personalized approach is key to making push notifications effective in the awareness/discovery phase.

Learn more today

In conclusion, the awareness/discovery phase is a crucial stage in a customer's journey, and website performance plays a vital role in creating a positive first impression. Next week we will discuss the next step in the eCommerce customer journey, acquisition/consideration.

Macrometa’s Real-Time eCommerce Platform

Macrometa is a converged platform designed to deliver fast, personalized customer experiences for eCommerce organizations. With site acceleration and optimization for fast load times and seamless navigation, you can reduce bounce rates and improve your Lighthouse score. Leverage Macrometa’s intent-based search to deliver accurate and relevant search results that can help you drive engagement and increase sales. With instant personalization and recommendations, you can deliver tailored experiences and product suggestions to your customer.

If you want to boost site performance and improve your Google Lighthouse score, request a personalized assessment, or chat with a Macrometa solutions expert.

Photo by Mark König on Unsplash