As an e-retail business, what is the one most important thing to you? Is converting a consumer into a customer on top of your agenda?
Research says leading-edge companies face similar customer experience struggles as the laggards. Most e-retail businesses spend majority of their marketing budgets bringing visitors to their online store or website, but not much is achieved in converting them into customers. Often the reasons lie in lack of understanding of customer behavior and trust issues, along with Conversion Rate Optimization or CRO – A method of using analytics and user feedback to improve the performance of your website.
This may sound like a lot of hard work but the magic lies in some easy but absolute ways to improve CX and gain customers. If you are an e-Retail brand and serious about your business here are the 6 Absolute Ways to Gain Customers for e-Retail:
1. Simplify AND OPTIMIZE Your Shop
Make it painfully obvious what you sell by using high quality images, simple product descriptions and adding reviews and demo videos. These aid SEO along with improving user experience on the website. So before you drive traffic to your website, it should be aligned to get you the RoI.
2. Strategize, Set Goals and MEASURE
Lack of strategy is one of the biggest obstacles to consistent customer experience. Your long terms goals for your business will help climb a lot of small stepping stones to gaining customers. Use Conversion Rate Optimization (CRO), the method of using analytics and user feedback to improve the performance of your website.
3. UNDERSTAND Your Customer
Can your website sustain the 3-second test? Depends on your understanding of your customers’ behavior. It’s important to gather information about what drives your customers’ buying decision and what are their trust issues with online shopping. If you can put a finger on these two, half your battle is won and the other half consists of customer profiling for improved need analysis and marketing.
4. Achieve a ‘SINGLE CUSTOMER VIEW’
Data is the oil of the 21st century. We are creating enormous amount of data every day that can be used for analytics, insights, marketing and creating a personalized CX. A Single Customer View is the process to help make sense of this data. Find an analytical tool that helps gather data from all relevant sources and mine it to deliver intelligent insights.
5. Cultivate Customer Focus Culture
Customer service is an attitude. One of the easiest ways to do this is to replicate Customer Experience to Employee Experience which helps build trust through transparency. Employees engaging with the customers are the voice of the brand and have to mirror their values to create a better CX. Yet, they are the most overlooked aspect of the brand.
6. Take Feedback AND Take it Seriously
Importance of customer feedback is not unknown. For every 20 silent customers only one speaks up and shares the scope of improvement. Proactive chat is one of the best ways to address many issues off-hand and identify patters and customer behaviors.
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Contributor: Neha Sethi @nehacsethi