Product Experience | What is PX in E-Commerce?

If you work for a brand, you know just how much effort goes into every detail of what you sell.

Your product teams ensure everything is built to the highest standard, your marketing team spends hours making sure product videos are of the highest quality, and your sales teams spend hours ensuring it’s delivered to retail partners on time.

So how do you know your customers have the best possible interactions with them?

By considering Product Experience (PX) as a customer’s full journey with a product.

It’s a subset of user experience but more encompassing. It’s the complete interaction with the product, from the first time someone learns about it, to opening the box, to using it.

Understanding Product Experience (PX)

The concept of product experience has been a topic for a long time. From the first time Sony debuted the Walkman, they released several iterations – each an improvement over the last. With better ads, descriptions, packaging, and a better user experience.

Global giants like Apple and Adidas use product experience optimisation as the secret sauce to creating a beloved brand. Beyond their financial success, they’ve cultivated a fiercely loyal customer base, ready to pay a premium for their products over similar, cheaper alternatives.

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These companies have mastered the art of selling experiences, not just products. While much of this strategy unfolds outside product experience—think branding strategies, paid ads, and so on—the product forms the ultimate connection with the customer.

Otherwise, the entire strategy crumbles and product adoption tanks.

But this concept isn’t exclusive to industry titans. Businesses of all sizes and sectors can—and should—consider product experience as a core part of their strategy.

Product Experience vs Customer Experience

If product experience is product-centric, customer experience (CX) is, well, customer-centric. From a customer’s first encounter with your brand through to customer support, CX focuses on all customer touchpoints throughout the buying process.

Your customer experience is as unique as your brand. It’s the personal journey your business creates for its customers as they go from shoppers to buyers.

A study by P&G on Customer Experience Management (CXM) revealed that customers were more satisfied when they could fully engage with the products.

The satisfaction level was directly linked to how well they used a product. The more use cases a product or service serves, the more valuable it becomes. This perceived value is what drives adoption and creates new users and brand advocates.

Product Experience Management (PXM), on the other hand, differs from CXM because it’s more focused on product interactions.

So how can you make sure your PXM efforts are effective?

By considering user expectations throughout, building your products around them, and reducing the number of potential friction points people may encounter with typical user behaviour.

Why does Product Experience Matter?

An intuitive product experience is crucial. As competition grows throughout all verticals, a subpar product experience can deter users or result in existing customers suffering from buyer’s remorse.

Conversely, a positive product experience can boost usage, foster loyalty, and enhance net promoter scores.

Many products forego formal training or onboarding in their sales and adoption cycle. In eCommerce, most products contain an instruction manual or, at best, a tutorial video.

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As a result, you, as a user, are expected to dive in and learn on the fly.

It makes it essential for the product to be clear, easily discoverable and well-labelled. Assistance and support should also be readily available within the product itself.

If you consider the product experience as your north star throughout product development, more customers will perceive value, which increases revenue, which increases word of mouth, which increases revenue again, and – well you get the picture.

Elements of a Great Product Experience

Creating a remarkable product experience involves focusing on several key elements.

Usability and Functionality

Usability is the cornerstone of a great product experience. Usability refers to how easily people who purchase products can perform their desired actions.

The product should effectively address your target market’s needs and pain points. Features should be clear, practical, and enjoyable to use. Products must perform their intended functions well and offer additional uses that increase perceived value.

Design

An intuitive and user-friendly design enhances the overall product experience. How your product is finished (think edges, materials, and tactile feel) should align with user expectations. This also includes visually appealing design elements and things that make your products unique.

For instance, you know you are using an Apple phone not because of the logo, but because of the texture of the glass, the shape of the phone, and Apple’s unique operating system.

Customer Service

Exceptional customer service is crucial in creating a positive product experience. It involves promptly resolving issues, answering queries, and providing support when needed. Good customer service can improve satisfaction and make customers feel valued.

Emotional Connection

Product experiences should evoke positive emotions and perceptions. This connection builds loyalty and increases user engagement. This involves creating a product people enjoy using, making their lives easier and that makes them feel optimistic.

Product Support

Help and support should be readily available after people purchase a product. Product support includes providing answers to customer questions, helping users with problems, and even going above and beyond to facilitate returns from unhappy customers.

Remember, these elements are not standalone. They work together to create a holistic and satisfying product experience. Whether you’re a giant corporation or a small startup, focusing on these elements can help drive customer satisfaction and loyalty.

How to Enhance Product Experience in E-Commerce

Reflecting on our discussion, we’ve established that:

Product experiences significantly influence our online purchasing choices.
Content, especially visuals, fuel many of these experiences, and
Their significance is set to escalate.

So, how can your brand deliver an enriching product experience for customer success?

Here are some examples:

Optimise Product Information

Product information is crucial for optimising the buying journey and is also a huge part of the product experience. Here are some strategies to consider:

Usability: Make sure your product information is easy to understand and use. This includes clear product descriptions, accurate pricing, and easily accessible call-to-action buttons.
Quality: Product information is accurate, complete, timely, and consistent. It should provide a comprehensive overview of your product, including a new feature, benefits, and usage.
Visuals: To make your product stand out, display it using top-notch images and videos. Visuals can significantly enhance the user’s understanding of your product and its features.
Customer Reviews: Include customer reviews to build trust and credibility. Insights into user satisfaction and product performance can be obtained through reviews.
Product Improvements: Product information optimisation should be an ongoing process. Regularly update your product information to ensure it remains relevant and accurate.

Remember, optimised product information creates a personalised shopping experience, increases customer confidence in your brand, and drives sales.

Leverage High-Quality Visuals and Media

Harnessing the power of high-quality visuals and media is a game-changer in creating an engaging product experience. Here are some strategies to consider:

Eye-Catching Appeal

High-quality visuals immediately grab attention and create a positive impact. They attract and engage customers, increasing the likelihood of conversion.

Enhanced Product Understanding

When presented with clear and detailed product images, customers can make better-informed purchase decisions. The images should provide a comprehensive view of the product’s features, functionality, and aesthetics, helping customers better understand the product’s offerings.

Trust and Credibility

High-quality product images build trust and credibility. They inspire trust and assurance in your customers by demonstrating your dedication to providing excellence and maintaining high standards.

Emotional Connection

The use of images has the power to elicit emotions and establish a rapport with customers. When superior-quality visuals are used, they can generate positive feelings such as want, enthusiasm, or belief, which can sway customers’ purchasing choices and boost conversions.