If your e-commerce company has been around for quite some time, you know the importance of customer service and communication. Yes, of course your products and services matter and have an impact on the future success of your business, but so does your communication strategy. You cannot solely rely on product quality to attract audiences because during this present time, it’s extremely important to deliver valuable and personable messages online. In this article, we will discuss everything to do with creating an engaging customer experience, improving customer retention and the value of your information delivery.
As an owner of an e-commerce site, you know what customer experience is all about and why it’s crucial to the success of your business. But, do you know how you can improve your information delivery as a whole? There are a number of tactics you can use to improve the digital experience for your target audience.
#1: Answer your customer’s triggering question(s)
This is the first question that pops into a customer’s mind. You need to answer this right off the bat. You see, a great customer experience is when you are able to convert doubters into believers by having positive interactions with the consumers. It’s all bout earning their trust and answering their questions. You need to make it known that you are there for them and can offer solutions to their problems.
#2: Appeal to customer’s emotions
This has been talked about in marketing for ages now, however, there are businesses and brands that still don’t implement this strategy into their marketing. To fully immerse your audience into a positive digital experience, you need to appeal to their physical senses and their emotions. Any campaign or ad needs to be visually or audibly engaging. When you use high quality images or videos throughout your online content, you have the ability to draw out emotions form your online audience. Your site needs to have an impact on visitors or else they may visit once and not return again. Create something valuable on your site that can draw them in and make them feel something.
#3: Build eye-catching site pages
The best websites have immersive product, service and informational pages. Ideal website pages will incorporate both important information and engaging content to drive consumers to make a purchasing decision. Product or service visuals that highlight the most important features will engage potential buyer’s senses and emotions. Use both audial and visual content throughout your website to successfully appeal to visitors. Make sure to specify how your product or service will benefit them or add value to their every-day lives.
#4: Use multiple channels
You don’t have to be active on every single channel out there, it isn’t the most productive course of action to take when building your business. Instead, choose the right kind of channels(s) where your target audience is most active on and consistently post to that channel. In the end, your audience wants to interact with your business on specified platforms, so do your research and use analytics to find out what these platforms are. From there, remain active on that channel because potential customers will expect that from your e-commerce business. You will be integrating your main channels into your overall customer experience. Stay on top of trending content on these digital platforms and take advantage of all the tools that are offered. It’s vital that all the correct information is flowing through both your site and social channels so you can minimize the chances of delivering a negative experience to consumers.
If you actively read our blog or listen to our podcast on Spotify, you have heard us preach personalization. Personalizing the e-commerce customer experience is essential to your success. Now, this is always going to evolve and change because there are always going to be new and improved ways to effectively generate personable approaches. In essence, e-commerce personalization is when the content and promos are individually delivered to each consumer. You can discover what certain consumers like based on their behaviours and actions. At times you can segment consumers into specific interest-based groups which can make the communication process go a lot more smoothly. Now that businesses and marketers have the tools and data to target specific groups, there’s no reason not go through with this approach.
#6: Be proactive and responsive
No consumer wants to wait around for a response. The longer they have to wait, the more frustrated they will get and the more likely they will give up and move on from your business. The goal is to deliver information that can make the decision making process easier for them. How can you ensure responsive communication? Offer newsletters to loyal customers, have a messaging option for segmented groups or offer a live chat messaging option on your site. As far as getting consumer opinions and suggestions, send out post-purchase questionnaires, conduct interactive surveys on social media, or send out abandoned cart emails. By providing prompts to further engage with your audience, they will feel valued and want to continue to engage with your brand.
Keep your audience informed at all times; focus on their needs and wants to better your communication strategy. The more you know your audience, the better their digital experience will be.