“If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.”- Jeff Bezos, Founder of Amazon.
As we are well aware of the fact that the website is our online office and our E-commerce portal is our online shop, and both needs to be maintained in the exact same way as we would maintain our offline offices and shops on the land. The taste and preferences of the audience remains the same and just the purchase method differs slight from the tangent. Here, the customers get to surf through the screens without personal touch and experience. The only skill matters here during the purchase stage is the virtual judgement skills of the buyer.
As per the Mckinsey Research of 2017, on the subject matter of major reasons for companies to turn to online business, the highest ratio of 45 that grabbed attention was to have a direct channel for customer interaction. The awareness is augmented to 60-65 of the pie in last quarter of 2019.
WHY CUSTOMER ENGAGEMENT IS IMPORTANT?
E-commerce is a virtual shop where you cannot really talk to your customers. And, if you cannot talk with them, they cannot listen to you. To tell them your product story, it is very important to design a 360-degree customer lifecycle management programme where customers get things before, they ask for.
Beneath, are some of the ways that can help you tell your brand story in a better way and create resourceful customer engagement on your e-commerce portal:
1. PORTAL STRUCTURE
The structure of the portal should be well optimized as it comprises of the journey of the customer from entry to the exit point. The tip here is to know your insights well and segment it by the taste and demographics of the target audience. This would personalize the experience for each user.
2. RESTYLE THE UX/UI
We are experiencing a shift from eCommerce to mCommerce in the recent times. As per the statistics shared by Outerbox Design, 79% purchases were made through mobile screens in 2018. This figure asks us to concentrate on mobile platforms equally as we do for web platforms. The UX/UI of the portal plays a significant role in the customer experience at every funnel. The crisp, the better. The key is to simply the frontline interfaces to the optimum in order to help the target audience.
3. RECHECK THE SPEED
The quote, ‘Slow and steady wins the race’ doesn’t apply everywhere and especially in digital age. Here, things happen in fraction of time and the globe thrives to achieve the fastest speed. The tip here is to check the portal speed on daily basis and work on the same with top most priority. The entire sales game is dependent on this loner.
4. CHECKMATE ON YOUR SERVER
Your highest payment bid should be on server. If you get miser here and compromise the quality, you can pay a big time for sure. Your customers would definitely not wait for your server to get steady and in the meantime would have happily checked out your competitors. In case, the server goes down in crisis situation, you can make them play games or come up with interactive questions on your portal to keep them engaged. The trick here is to not let them leave your portal till the checkout stage.
5. SHIFT TO A+ PAGES
A+ pages give the customer the same virtual experience as they get in real offline purchases. A+ pages are high quality pages with detailed information about the product along high dimensional pictures and videos.
6. CRUNCH YOUR CONTENT
The crisp the content, the better the understanding and better the content loading speed.
7. REUSE YOUR OLD CONTENT
‘Old is gold’ as they say, do not scrap away your old content. You can relaunch and reuse the old content by turning the text form into visuals and graphics.
As per the psychologists, we humans love when others do the work for us. The same goal is achieved through co-browsing and the process becomes much more transparent and satisfactory along with definite percentage increase in eCommerce customer engagement.
9. LOYALTY PROGRAMMES
Loyalty programmes are designed to make the customers believe, at times, there are free lunches as well as there are auxiliary discounts provided exclusively by the company to no other except them. As per Beeketing survey, 86% customers like personalized attention.
10. HELP THEM WITH SIGN BOARDS
The sign boards with crisp information would help the customers to understand the products and internal navigations in a better way. Thus, revamping their journey on your portal. Also, it is a brand-new feature and can give you edge over your competitors.
11. HAPPY SOCIAL MEDIA COMMUNITY
The happier you keep your social media community by your words and actions, the better will be your e-commerce customer engagement and lead generation ratio.
12. GO FOR HELP GUIDES AND DIY’S
How-to guides and DIY’s would give your customers the confidence of doing their work on their own without your help. Thus, the feeling of independence would bring them back to your portal more often.
13. EASY CHECK OUT OPTIONS
Either your end is the easiest or it’s a ‘Bye-Bye’. You have all the rights to decide for the same and act upon it.
Supplementary Tip: Give them suggestions about the next product to buy or upcoming product launch type and glimpse of the same along with the date on the check-out page itself to keep the curiosity game strong.
The main focus of your brand should be on creating a sustainable impact of your products on the customer’s life and not on short outcomings for a short-term sales target. It is also important that the improvement should be in both directions, horizontally and vertically to get the best results out of the efforts. The better the nurtured, the brighter the future of the brand.