Unfettered competition in the e-commerce industry has given customers the ultimate power to make or break a company. Every big player in the digital arena is spending millions to generate traffic to its site and conquer the attention of its customers for at least a couple of minutes. Why two minutes you ask? Studies have found that around 80% users who spend close to two minutes on an e-com site will make a purchase from that site. According to BigCommerce1, 48% of customers buy on impulse when they browse a site that engages them with relevant content and anticipates their needs and preferences. Even when customers plan to buy something online, most of them end up spending more than planned. To leverage this consumer buying trend, understanding your customer profiles is crucial. Make this data work for your business by decoding your customers’ online behavior. These steps are critical to create magical customer journeys and have the competition scathing.
How to build powerful and effective customer engagement strategies:
1. Identifying online customer personalities: You cannot create an appealing customer engagement strategy if you do not understand what appeals to your customers. Categorizing customers into different profiles based on their online shopping behavior will augment your CX strategies and lead to increased conversions.
Prominent behavior buckets2 to understand your customers better:
Trend conscious visitor:
This customer makes it a point to be acquainted with the latest trends in the shopping field. This user feels an emotional need to own branded items. Such emotional tug leads to impulse buying. Engage them with high end products that will ignite this passion for branded purchases. Your site should show them products in numerous variations without the distraction of written content which may stall his impulsive buying behavior.
Guided by reason visitor:
This customer does cost-benefit analysis while shopping online. To engage this customer with your site, give logical and detailed information with emphasis on benefits. Infographic comparisons often help such customers make calculated decisions.
Wish List shopper:
This customer has the ‘wants-to-buy-it-all-but-can’t-do-it-right-now’ attitude. Such users build a huge wish list but do not really buy all that is in the cart. Putting it in the cart makes them feel good although they cannot buy it right away. In order to draw them to the billing section make them feel lucky by announcing a sale on some products in their cart.
Similarly, there is the Maximizer who will explore everything before making a purchase decision. One way to influence them to buy is to limit the options with relevant filters. This can be done by adding filters such as Top Rated and Best Sellers.
The criteria specific Visitor:
This customer does not spend time exploring the entire range of products. They have specific requirements and while scrolling, once they find the product that meets their needs, they purchase it. In order to make their search relevant, arrange products in objective listings such as purpose, brand, and price.
2. Improving your mobile app interface:
According to Ready Cloud 3, online shopping via mobile phones is the fastest growing segment in e-commerce with a whopping worth of $3.2 trillion in 2017. So making the mobile experience convenient and engaging for your users will result in higher traffic and a better conversion rate. Your mobile environment should focus on:
- Making searches relevant, easy and quick
- Building compelling CX so that customers keep coming back to it
- Imitating like the physical storefront for better brand familiarity
- Ensuring prompt response when contacted
- Making checkout quick and hassle-free
3. Encouraging Cross Channel Activity:
When customers visit a physical store, give them links to read authentic reviews to make an informed buying decision. According to Fourth Source 4, 6 out of 10 customers consider online reviews before making the final purchase decision.
Give in-store signage and QR codes that will make customers visit the mobile app for a more convenient experience. To bypass billing queues and save time, provide your customer with the option to scan barcodes and carry out the checkout process via phone. Such thoughtful gestures will go a long way in garnering lasting trust and credibility.
4. Having customer-centric policies:
A recent study by Science Daily 5 shows that online retail stores that offered free return shipping improved revenues by 25% in just 6 months. 90% online shoppers in a consumer study revealed that they are more likely to go back to sites that offer free return and shipping options.
Adapting to user expectations and building relevant and personalized customer engagement plans will not only generate traffic, but also lead to better customer experience that eventually results in higher revenues for the company.