New Ecommerce Customer Experience Guide

You can build a slick site filled with popular products and rock-bottom prices, but if customers don’t trust your site or find themselves unable to navigate from browsing to cart to payment, your site could be doomed for failure.

The customer experience umbrella covers the totality of the site, from branding elements to information flow to product depth and the underlying ecommerce infrastructure. And because ecommerce can mean anything from selling homemade goods out of your garage to selling a catalog of products globally in an omni-channel environment, no two ecommerce strategies will look alike.

Executing on all of these elements and the hundreds more than may apply to your particular ecommerce shop takes a well-defined strategy. For help approaching the process of evaluating and building your ecommerce customer experience strategy, read The Ecommerce Customer Experience. This guide details the high-level steps involved in starting to think about the site experience you want to deliver. Though it seems like a daunting process, putting in the work to plan and support the customer experience upfront pays off in the end. Research shows that just simple usability updates can deliver up to an 83 percent return on investment.

Many site experience problems can be attributed to obvious issues like broken links, badly written site copy or confusing flow. These issues can be fixed with a re-write or a redesign. However, the most expensive problems to fix are the ones that involve performance and scale and require advanced architecture and expertise to solve. That’s where Rackspace can help. When you’re ready to execute your ideal site experience, explore our ecommerce hosting platforms featuring open technologies, hybrid options and guaranteed performance for help meeting the infrastructure requirements of your ecommerce customer experience strategy.

Lizetta Staplefoote is a Rackspace Marketing Copywriter with a decade of experience writing about small business challenges for healthcare, real estate, and technology. Her passion is researching and writing about the impact of cloud computing. When she's not wordsmithing, she enjoys hanging out with her sons, exploring the Blue Ridge Mountains, and feeding her music addiction.


  1. e-commerce sites can be cumbersome to navigate. i leave the site and shop elsewhere if it’s too much work to make a purchase.


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