Addressing customer concerns, catering for their expectations, creating delight in the engagement assures good results and reduces the number of users dropping off the proverbial e-commerce funnel. Keep the interaction simple, provide only necessary information for current tasks so as not to break attention or confuse customers.
Knowing your customer, understanding the motivations that drive their unique shopping behavior allows you to suite you unique value proposition to their needs and expectations. Market for micro-moments to make sure you do not disappoint, or let opportunities pass you.
Leverage data, feedback and customer behavior learnings, then build an experience around it!