CX and UX – why is customer and user experience so important for eCommerce?

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Delivering an easy and memorable experience for your website visitors is something that every eCommerce brand strives for. Getting it right can bring a whole host of benefits right down to the bottom line but getting it wrong can have the opposite impact and drive potential customers and revenue away.

Two core elements at the heart of this are User Experience (UX) and Customer Experience (CX). Getting them to work in harmony is fundamental to the success of every online retailer.

In our latest white paper, ‘Ecommerce best practice: Creating the best customer experience’ we delve into all of this and more to offer you practical tips and tricks that can help boost your brand’s digital performance. It’s free to download and available right now.

Here, we’ve taken a closer look at both CX and UX to offer some additional insights that could have a positive impact on your sales, customer feedback and loyalty.

Customer Experience or CX

A solid CX strategy aims to provide a positive experience across every element of your brand. For eCommerce retailers, this centres on your website where a customer will typically interact most with your brand.

A huge 65% of customers say they would instantly leave a company and find a competitor as a result of just one bad experience, so the stakes are high. Understanding the various wants, needs, and pain points of today’s consumers is critical to make sure everything is set up properly and every consideration made.

Our blog on perfecting your digital storefront covers this is more detail with some examples of how to improve your CX.

User Experience or UX

The definition of UX is the “strategy and principles implemented by design teams to ensure the needs of the consumer are reflected and met throughout a website, app, or other forms of interface.” Simply put, these are the elements of your digital assets that consumers can interact with, and the experience element is typically linked to your products or services.

Efficiency and convenience are key factors in delivering a good UX. The metrics that define a good UX include click rates and basket abandonment rates, the latter being vital for other metrics such as website conversion rates and revenue.

Our blog on how to reduce cart abandonment has some top tips to help, including how the integration of multiple payment options can make a big difference.

What’s the difference between Customer Experience (CX) and User Experience?

Although both CX and UX are often used synonymously there are some big differences between the two.

UX is actually the older of the two terms and has been around since the late 1990s. This graphic from Springboard highlights some of the key differences between UX and CX really nicely.

CX often covers:

  • Brand Reputation
  • Customer Service
  • Empathy
  • Value
  • Sales
  • Advertising
  • Marketing
  • Product Delivery
  • Operations

UX often covers:

  • Information Architecture
  • Interaction Design
  • Content Strategy
  • Empathy
  • Value Design
  • User Research
  • Usability


Customer Experience (CX) vs User Experience (UX) – which is more important?

CX and UX are closely linked but making sure that your user experience is in great shape will automatically help to ensure a better customer experience in the world of eCommerce.

The impact of the pandemic has meant people spending more time online, so consumer expectation on brands to deliver a seamless experience is high. You need to ensure that both are working well because they are so closely linked and often overlap.

Putting consumers at the heart of what you do and understanding customer journeys on your website is important to get your UX and CX strategies working well side by side.

Can I find more information on CX, UX and payment solutions?

For more information on the importance of CX or UX, make sure to download our free white paper today. It’s full of useful information on creating the best customer experience in eCommerce and could help steer your brand in a new direction to deliver more customers and more sales.

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Please note, a minimum turnover of £5M and minimum trading of 24 months is required to work with DivideBuy.

Please note, a minimum turnover of £5M and minimum trading of 24 months is required to work with DivideBuy.


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