With all the technological advances brought by the 21st century set in motion, businesses in many industries are starting to introduce changes to stay on top of current trends. One of the most significant shifts for companies worldwide occurred precisely in the past few years, imposing new standards on businesses of all sizes and making marketing departments reconsider their strategies.
All the conditions, even those that affected companies that almost exclusively use their physical stores for retail, are here to stay and revolutionize many facets of commerce transactions. Whether you are adopting an already existing business to eCommerce standards or working to establish a new one, the customer journey will undoubtedly affect your overall success.
When facing upheavals and changes, it is always imperative to check whether there is room for improvisation to adapt and overcome the challenges. Fortunately, businesses nowadays are not entirely left to their own devices, and they can easily overcome the trial and error stages without losing a significant amount of time or money.
If you were wondering what you can do to optimize customer experience and boost overall success, we compiled a list of the top 8 ways to improve your eCommerce customer journey.
Optimize the Conversion Process
Businesses that closely focus on their eCommerce funnels can provide a better customer experience for their clients. There are several stages to convert potential customers into long-term clients, and you can fine-tune each step to achieve your desired results. From the attraction stages to cross-selling potential, optimizing your eCommerce funnel can help you make changes to boost results every step of the way.
Your Brand and Pre-Purchase Experience
New brands must emphasize the importance of their first attempts at making an impression. The impression your brand makes on the potential audience can impact the business potential and cause lasting changes. By optimizing all the actions occurring right before a customer makes a purchase, businesses decrease the odds that clients will change their minds at the last minute.
Personalize Customer Experience
Using browser cookies and defining a tightly-knit audience target can help you tailor the customer experience to attract and retain faithful clients. Many marketing tools now implement artificial intelligence and machine learning systems to paint an accurate picture of potential clients and return consumers. Knowing your audience can help you meet halfway and increase the rate of client engagement.
CX versus UX & Conversion Rates versus ROI
While customers and potential clients are both your end goal, you must discern that both groups are entirely different from one another. The user experience distinguishes the potential clients from return clients, as ongoing conversion rates result in increased returns on investment.
Deliver Omni Channel Communication Options
In the past, clients had to resort to emails or phone conversations if they wanted to obtain information about a particular product or a service. The lengthy communication procedures drive customers back from getting in touch.
Current methods provide a much more efficient system for potential clients to obtain any information as soon as possible. Aside from establishing multiple communication channel options, some businesses even implement chatbots that provide round-the-clock support without draining the company budget.
Acknowledge the Impact of Return Policies
We cannot stress enough how companies that write a return policy enjoy better client cooperation and increased client trust. Companies in the eCommerce sector that can assess and implement appropriate return policies have more returning customers and do not shy away from doing business with a particular company in the future, even if they have to return a product. Businesses that consider return policies counter-intuitive to their operations can significantly hurt their overall potential.
Get the Maximum Out of Social Media
Different social media platforms appeal to particular customer groups, and we all know that it is impossible to behave as the one-size-fits-all principle applies to eCommerce. Establish your presence on social media platforms and identify customer groups on each of them as closely as possible. Applications and platforms for social media continually roll out new features that bring businesses closer to their desired audience, so keeping up with current trends will help you get the most out of the customer journey.
The eCommerce sector provides many more tools for optimizing every aspect of the purchasing experience, especially in contrast to the traditional commerce counterparts. Automated analytics gives companies a real-time overview of client interests and behavior patterns when interacting with their eCommerce stores. The impressions from analytics and surveying your clientele can help you better know your audience and enable you to please your audience and gain a loyal following.
Some companies find it challenging to keep in step with current trends, but staying on top of your eCommerce game is not necessarily demanding once you start implementing the best customer journey practices.
With the tools marketers have at their disposal, new conversions and leads are just around the corner. By following the best ways to improve your eCommerce customer journey, you develop new strategies that will take your business to a whole new level.
Want to scale up your eCommerce business? Get in touch with our team of digital marketing experts at Dignitas Digital and learn more about your business potential!