The Influence of the Digital Channels Design on Customer Experience

Abstract

The online shopping is a process that enables customers to buy products and services offered by digital channels. Nowadays, the technologic revolution has changed the customers' behavior and habits on media consumption, which has a direct effect on the ways they receive the information about brands and shopping locations. These changes require higher level of sophistication of design of the customer journeys, sometimes including behavioristic and neuromarketing researches when planning and optimizing the online sales in digital environment.For successful competitiveness in the digital environment, it is mandatory to define the key characteristics of online shops that influence the attractiveness towards customers and stimulate sales. One of the most important aspects and key factors is the design, the visual and functional journey that the customer needs to fill in order to create positive experience for digital business. The customer experience understand the psychological condition of the digital channel visitor stimulated by the online channel characteristic and exposed products i.e. the online shop design.This paper presents research findings for online shops of two companies from same industry in the Republic North Macedonia, with use of neuromarketing tools of customer behaviour. The findings show that design has a significant influence to the positive customer experience, and consequently to the sales increase and the profitability to online business.