Customer journey trends for 2024

As we venture into 2024, the eCommerce landscape is shifting, emphasizing the importance of an exceptional customer journey. What strategies should merchants adopt to stay ahead? We sought answers from industry experts, uncovering invaluable insights into enhancing customer experiences. 

This blog delves into the heart of what makes a customer journey successful - from personalizing interactions and optimizing mobile experiences to understanding customer psychology and simplifying processes. Get ready to explore a wealth of advice that will not only improve your customer journey but also transform how you connect with your audience in this dynamic digital era.

Predicted customer journey trends for 2024 

We asked: What is the #1 thing merchants should do to improve their customer journey in 2024?

Here’s what our experts had to say: 

Brands will need to prove their value

“Brands that focus on where they can provide value outside of just the products they sell are going to be more successful in 2024.

Customers are becoming more selective about the products they buy, and the level of service they expect is rising. To be top of mind with your ideal customer, you're going to have to provide value in the form of content, experiences, and delight that they're not getting from your competitors.

If you can create a journey that your audience actually engages with, you're going to attract the sales growth you're looking for.”

- Brian Becker, Cofounder at FlowCandy

Every interaction should be customer-focused

“In my view, the key to a great customer journey will be enhancing communication at every step. Merchants should aim for quick responses and regular updates. From browsing to after-sales, every interaction should be smooth and customer-focused. I see a future where simple, clear, and personalized communication is a game-changer. This will improve the shopping experience and build stronger relationships with customers."

- Irina Poddubnaia, Founder at TrackMage

Take a holistic view of your whole journey

“Coherency – 9/10 customer journeys that I look at are somewhat fragmented and consist of various different customer experiences. This is why I think merchants should improve their customer journeys from a holistic standpoint and figure out what WOW moments their customers care about and integrate them throughout the entire journey.”

- Nils Koppelmann, Experimentation Consultant at 3tech

Product finders are a great place to start

“After having your customer service arranged, a product finder/product quiz could be an ideal starting point. Product advice will help improve conversion rate, customer satisfaction, and, therefore, retention.”

- Coen Fredriks, Ecommerce Strategist at Code

Double down on fully owned retention channels

“With all regulatory changes expected - you should double down on retention channels, you can fully own with first-party data, like email marketing, post mail, and SMS. Collect data on your customers to make sure you can make the best use of these channels, as they will be the safest & most effective way to reach your customers and engage with them."

-  Mehdi BOUFOUS, Founder of Panoramata.co

Look at your customer as a human being 

“Understand the customer journey. Please. It is not a funnel. It isn't your Pop-up>> Welcome Flow >> Customer Survey sequence.

Look at your customer as a human being.

Try to dig into their states of awareness and how the bleeding neck problems they face on the path to redemption impact their lives.

This is the only way you can join the conversation already happening in their heads. The flavor of this conversation varies from stage to stage.

If your prospect is problem aware ... then humor and reels (TikToks) teasing them about how they are absorbed in the WHAT of the problem may get their attention.

Solution aware, and this can shift to a webinar panel sharing tools to uncover the WHY behind the issue.

The gold is in nuance & context.”

- Trina Moitra, Head of Growth at Convert.com

Mobile issues cause conversion problems

“Make sure your site is optimized for mobile experience! You'd be surprised how many businesses still have really poorly optimized mobile product pages, cart, and even check out - this is a primary issue for conversion problems.”

- Gintare Forshaw, Co-founder & CRO consultant at Convertex Digital

The right message at the right time on the right channel matters

“In 2024, merchants shouldn't overlook direct messaging. Utilize channels frequented by your customers not just for product promotion but also to assist.

A prompt response during the pre or post-purchase phase can be transformative, potentially turning a customer into a repeat purchaser and eventually an ambassador. Despite substantial investments in marketing, the impact of all efforts can hinge on a single interaction. If you're using Shopify, contemplate investing in a Customer Support app like Gorgias to respond on platforms like Instagram efficiently.”

- Filippo Casavecchia, Email Marketing Expert and Founder of the Popup Project

Keep your customer journey simple

“The number one thing you can do to improve your ecommerce customer journey is just to keep it simple. Customers don't want to go on a treasure hunt to find the information they need. This can be applied to all aspects of ecommerce from copy, design, and site structure.

It's obviously easier said than done. The hard part is identifying what are the key selling points of your product and communicating that as clearly as possible while also answering any customer objections.

For some, this might be as simple as taking an existing paragraph product description and simplifying it into 3 bullet points.”

- Thomas Kimura, Founder of Brickspace Lab

Listen to your customers

“Listen to your customers to improve how they use your ecommerce store. It's not hard, but most people listen with the aim of responding, to quote Stephen R. Covey!”

- AJ Saunders, Founder of Audacious Commerce

Personalization will be vital in 2024

“Personalization has always been important, but in 2024 it will be vital. Hyper-personalization leverages real-time customer data to recognize audiences as individuals. Merchants should use real-time data to increase customer engagement by producing more relevant content.

One of the best ways to increase personalization and customer experience is by leveraging AI within a tech stack to automate personalization in real time” 

- Rebecca Worsley, Director at Rainy City Agency

Translate customer needs into site decisions

“Double down on messaging, positioning, and offer testing. It's absolutely important to understand which style of menu, button, or buy box is going to help customers convert more by improving their user journey.

But even better: understanding exactly what your customers value the most, how specifically to communicate those values, and where & when in the customer journey you need to surface that information.”

- Kanika Misra, CEO & Owner at BedaBeda Growth

Conclusion

Navigating the customer journey in 2024 is about much more than transactions; it's about creating meaningful, personalized experiences that resonate with each individual. This year, experts underscore the importance of seeing customers as humans, not just data points, and tailoring interactions to meet their unique needs and preferences. From leveraging AI for hyper-personalization to ensuring a seamless mobile experience, the key lies in being customer-focused at every touchpoint. 

As you reflect on these insights, consider how your business can integrate these strategies to enhance the overall customer experience. By doing so, you're not just selling products but building lasting relationships and fostering a community of loyal customers. The future of eCommerce is human-centric, and by embracing these trends, your business can thrive in an increasingly competitive digital marketplace.