You walk into a brick-and-mortar store and are having trouble finding exactly what you're looking for. A retail associate walks over to you and helps guide you to the location of the products you're interested in. You thank them, browse the section, buy the items and leave. Easy.
But how can eCommerce brands guide online shoppers through the buyer's journey and push them along the path to purchase? In this blog, we're exploring 5 strategies to help you create a positive eCommerce customer experience.
eCommerce Customer Experience: Tips & Strategies
Online interactions between consumers and businesses are just as important as in-person touch-points. Establish and build relationships with your customers and increase customer satisfaction by implementing these 5 tips:
- Display a unique value proposition
- Engage with social media followers
- Personalize your content strategy
- Have clean product pages
- Make it easy to find products
Display A Unique Value Proposition
All businesses with a website should have their unique value proposition (UVP) displayed on their home page. A strong UVP easily communicates your offer with your visitors, so they know how they can benefit from working with you or purchasing from you.
Effective UVPs contribute to decreased bounce rates and help customers realize the value of your brand. In order to communicate your UVP most effectively, we encourage brands to first identify:
- What exactly your brand offers to its customers
- Your brand voice
Identify your offer to have a clear understanding of how your products or services benefit the end user. Then, establish your brand voice to determine the way in which you will communicate your UVP on your home page.
Engage With Social Media Followers
Create a positive eCommerce customer experience and increase consumer trust with an engaging social media branding strategy. Not only does social media engagement create a sense of community and excite customers for future content, but it also helps brands receive positive and negative feedback on various aspects of your business.
We highly recommend responding to all comments − both positive and negative − to show customers that you are listening, care about them and want to improve. Be sure to like and share any user-generated content to continue to build that trust and show prospects and leads that your customers are satisfied with their purchases.
Personalize Your Content Strategy
Increase customer affinity for your brand by personalizing your content strategy to each unique user. At Groove, we personalize our email marketing using a HubSpot personalization token to address customers by their first names in the beginning of emails.
We recommend eCommerce stores take it a step further to highly target individual shoppers based on the way they've interacted with your site. Remind shoppers that they've left items behind by creating a HubSpot abandoned cart workflow to help decrease abandoned cart rate. Or, offer relevant product recommendations through banners ads or Justuno pop-ups.
A personalized content marketing strategy comes with many benefits. Improve the eCommerce customer experience, increase engagement and drive more conversions by nurturing customers through the buyer's journey with personalization techniques.
Have Clean Product Pages
An eCommerce product page is one of the most important pages throughout a website because it's where shoppers view items in detail and decide whether to add to their carts. Show your products from a variety of angles to increase consumer trust with detailed product photography.
Limit text on product pages − especially on mobile devices − to include the most important information, like the name of your product, its price, etc. Want to display additional information? Just use a collapsible view to show other (not as) important elements like sizing guide, product reviews, etc.
Make It Easy To Find Products
Spending time marketing your site and driving traffic is useless if users can't easily navigate through it. Improve the eCommerce customer experience and usability of your website by using categories, filters and internal site search to find products more easily.
Use categories in the navigation to guide users to the pages that are most relevant to them. If you're an eCommerce retailer, offer users the option to filter by price, special offers (like free shipping), size, color, brand and more.
Last, return relevant search results when users search for items within your website. Promote special offers and promotions by displaying banners in the site search box to help customers find the products they're looking for (and potential discounts).
Creating unique and memorable eCommerce customer experiences is key to increasing brand favorability and driving more online sales. We hope you take advantage of these tips and see more satisfied customers!
Want to learn more about how Groove can help your eCommerce store improve the customer experience? Just fill out the form below with any questions or concerns, and a member of our team will be in touch with you shortly!
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