Customer experience is a priority for everyone...or is it? - part 2
As a follow-up to our last blog, here’s a list of actionable steps you can take to turn every interaction with your product into a remarkable customer experience.
Trying to deliver a great user experience, but don't know where to take the first step? Been there, seen that.
These are clear and actionable steps we recommended to our client John, who was looking to improve their customer experience (CX), that you can apply too. If you're curious how the project started and what we found, check out part one.
After testing the product (as detailed in our previous blog), our team set the following goals:
- help users easily find what they’re looking for,
- make purchasing decisions trustworthy and straightforward,
- streamline the buying process - digital, clean, and click-efficient, and
- deliver quickly, reliably, and without unwanted surprises.
Of course, there were more goals related to other processes (onboarding, usage, support…), but these ones were our first priority.
Discovery, or “If Google can’t find you, how will your users?”
If you’ve also found yourself in a situation in which:
- your product exists, but users can’t see it,
- Google doesn’t rank it where it should,
- your website isn’t clearly highlighting it,
- social media and forums are silent,
then no discount or fancy color will help because no one’s even getting to the product.
Step 1: Let Google and Bing find you
Search engines don’t read minds; they read keywords. Your website content should match what users actually search for, not just internal terminology. Focus on real search terms and user questions, not just your brand name.
Use tools like Google Trends, SimilarWeb, autocomplete, related searches, or “People Also Ask”. Check who ranks ahead of you and which keywords keep showing up. And don’t overlook the technical side. Structured URLs, metadata, and headers help search engines understand what you're offering and to whom it is relevant.
Step 2: Let those who aren’t looking (yet) find you
Sometimes people don’t know they have a problem until they see an ad that offers a solution. Paid ads on search engines and platforms can work if done right. Instead of generic campaigns, tailor them to specific industries and real-life user scenarios. People don’t click on brands; they click on solutions.
Step 3: Let people talk about you
And we don’t mean your mom’s book club, we mean blogs, forums, social media, and other places where real people share experiences. In our case, we had to dig to find user reviews because they just weren’t out there. So we suggested implementing a system for collecting, processing, and showcasing reviews. Why? Because a genuine recommendation from another user often beats even the best marketing. Plus, reviews give you goldmine-level insights for product improvements.
Decision, or “If the user can’t see themselves in the product, they won’t want it.”
Now imagine this:
- Your product is available, but users don’t know if it’s right for them.
- Descriptions are too generic or overly technical.
- There are no relatable examples or clear benefits.
In that case, users are left guessing whether the product is right for them and if it’s worth the risk. If they say, “I’ll come back later,” we all know they probably won’t.
Step 1: Let your users understand you clearly
If users are spending more time deciphering your product page than understanding your offer, they won’t stick around. Your content should be clear, concrete, and user-focused. Forget technical specs for a moment, highlight real-world benefits and problems solved.
Step 2: Let users know they’re in the right place
We all want to know if someone like us uses this product. Because if a product works for a data center engineer in Sweden, but you run a hair salon in Osijek… It’s probably not for you.
That’s why it’s important to highlight use cases by industry, profession, team size, and even personality type if needed. The clearer the connection to the user’s world, the more likely they’ll say: “This is made for me.” Like a detergent ad showing a mom scrubbing stained baby clothes, some other mom will think that’s totally her and buy it. (Yes, guilty as charged.)
Step 3: Let users see what matters most immediately
Users take literal seconds to decide whether to stay or leave. If they don’t immediately see what your product does, who it’s for, how much it costs, and how it helps, they’re gone. People don’t read, they scan.
So we recommend a clear and logical content structure, with visual hierarchy that guides the user’s eye: from key benefits, to use cases, to testimonials and calls-to-action.
Purchase, or “If I can’t complete this before my coffee break, coffee wins.”
Online purchases should be easy. Not because users are lazy, but because they’re busy, distracted, and have little patience for friction, especially once they’ve already decided to buy. At this point, the purchase experience should feel like a relief, not another task.
We could talk for days about purchase UX, but here are the essentials:
Step 1: Let the checkout be simple, not an interview
At the start of checkout, ask only for the basics. If someone is ready to pay, don’t immediately demand their pet’s name or the high school they went to. Anything that’s not essential for completing the conversion can wait. Collect extra info during onboarding, account creation, or self-service later.
Step 2: Let users click, not print
If someone has to print, sign, scan, and email something, it’s no longer an online purchase. That’s paperwork. In today’s world, e-signatures, online forms, and automated flows are not a luxury; they’re the baseline.
In our case, this step became the drop-off point thanks to manual signatures, Excel sheets, and an online form that didn’t work. You don’t want your customer to give up after already making the hardest decision, to buy. So, if something can be done with a click, let it be done with a click.
Step 3: Let users know what they’re paying, when, and to whom
Transparency in pricing and payment terms builds trust. Users should know exactly what they’re paying, when, and how, with no hidden fees, no mental math, and no unpleasant surprises. Pricing tiers, options, and upgrades should be easy to compare and understand.
I'm not just talking about cases where users get charged more than expected; sometimes it's the other way around. In our case, we weren’t charged the full amount upfront, which led to confusion and a lingering “when is the rest coming?” moment. Clear communication helps avoid all of that.
Delivery, or “If I’m waiting for a package, I don’t want to wait for drama.”
Delivery should be a quiet part of the experience, something users don’t really think about because everything works. They expect their item to arrive on time, intact, in appropriate packaging, and ready to use.
But that’s not always what happens. When we ordered the Piggy Bank, the delivery driver didn’t call ahead, and the package looked like it had survived a minor battle. Trust? On thin ice.
Step 1: Let delivery reflect your brand
No matter who’s doing the delivery (a courier, technician, or sales representative) at that moment, they represent you. If everything up to that point has gone smoothly, but delivery fails, the user will see it as your mistake.
So choose reliable partners who can match your quality standards. Even more importantly: set clear expectations, define processes, and check in regularly. Delivery isn’t “someone else’s job”; it’s a key moment in your user journey.
Step 2: Let the user know when to be home (or at least dressed)
People juggle work, locations, and calendars. Nobody wants to wait around from 8 to 4, hoping the doorbell rings. Worse, you might show up when no one’s home or catch someone in their pajamas.
Send timely delivery notifications, ideally the day before, and again on the delivery day. Even automated messages go a long way. It’s not just polite, it’s practical. And practicality builds trust.
Step 3: Let your package make the right first impression
Packaging is the first physical interaction users have with your product. If the box arrives dented, unlabeled, or partially open, it reflects poorly, not on the product, but on your brand.
We therefore recommended clear packaging standards: sturdy, clean, well-labelled, and suitable. It doesn’t need to be premium, but it needs to look intentional and professional. Good packaging doesn’t just protect the product; it reinforces your brand’s credibility and builds user trust.
So, how can you win over your customers?
Improving customer experience isn’t rocket science, but it does require seeing things from the user’s point of view. It’s the little things that make a big difference. When done right, they turn first-time users into loyal customers.
If you want your users to not only buy but also talk about your product, start small:
Be visible.
Be clear.
Make life easier.
Deliver without stress.