5 Essential CX Optimization Tips for Small Online Businesses

You can deliver an unforgettable Customer Experience without breaking the bank or losing your mind.

Aaron Marco Arias
6 min readAug 21, 2020


Photo by Morning Brew on Unsplash

Early this month, Decibel Insight published a report titled “9 New Rules for App and Website Optimization”. The report compiles some of the latest and most relevant studies about costumers’ expectations when it comes to their online buying experience.

If we operate a small business, this customer experience thing can seem to us very specific, ambitious, and expensive. But that doesn’t have to be the case. In fact, many small businesses are already working with these principles in mind without the concepts or information that field experts have, and without ever putting them into words. In the end, a lot of what makes a great purchasing experience is just “common sense”, things that one can figure out naturally because they’re simply the right thing to do.

In this post, we’ll take a few key concepts from the report in question and examine how we can create a better customer experience for our clients within our possibilities.

But, for starters: What are we talking about when we talk about experience? The term “Customer Experience” refers to the impression of our brand that the client gets every time they interact with it.

When we think of Customer Experience, we might consider issues as varied as our brand’s image, its values and mission, the design and functionality of our online store (strictly speaking, its User Experience), and how we interact with our customers before, during and after they purchase our product.

Design with the Client in Mind

The first great conclusion the Decibel report arrives to is that we don’t have to optimize our online presence with the sole goal of converting our users into customers. Optimize for experience, not for conversions. If we work with the sole goal of turning visitors into customers, we’ll fail to establish a strong and constructive relationship with them. We want our brand to be appreciated and remembered. A long-lasting positive impression turns visitors into repeat customers



Aaron Marco Arias

Co-Founder & Creative Director @ Postdigitalist. Helping B2B startups to grow organically.