eCommerce Engagement
Just a few years ago, eCommerce engagement required having great deals and making the checkout process simple. Since then, selling online has changed in many ways. While having good pricing and advertising sales and specials is still important, engaging the customer goes much deeper. With brick and mortar store online, comparison shopping requiring a quick google search, and true global shopping; attracting and retaining customers has become an art within itself.
The term “eCommerce engagement” has been around for a while. However, the way in which a merchant engages and interacts with their customers has evolved by leaps and bounds in the past several years. Social media outlets such as Twitter, Facebook, Pintrest, and Linkedin have created large, global, and open forums. People can share interests, recommend products, articles, and companies, and even complain. These technology advances have put the power of the internet in their hands 24/7. Companies must re-evaluate how they engage their customers.
So why is eCommerce engagement so important? Highly engaged customers have 23% more revenue, buying more products, more frequently. They also tend to talk to you. They do this by writing reviews, giving suggestions, and fixing issues privately rather than publicly on blogs, Facebook, or their personal websites.
1. Mobile Site
So let’s start at the beginning. Today, computers are losing ground quickly to smart phones and tablets. With tablets outselling laptops and soon desktops, having a mobile site is very important. The mobile site should allow users on smart phones and tablets to easily find products, see photos and reviews of products and checkout. For more info on mobile sites, please contact us.
2. Get to know your customers.
Are they young and trendy, requiring the latest in technology? Are they drawn to flashy and well-animated sites? Or are they more traditional and prefer a basic site with less flash? Does your clientele want to search via a filter – such as a year-make-model filter for auto parts – or do they want to browse through your selection of t-shirts? Do your customers rely on customer reviews in making decisions, or on video descriptions of your products? Knowing your customer and their habits enables you to better market to them and ensure that they find what they are looking for.
3. GREAT Customer service
Have you ever heard someone say, “I could have gotten it for less somewhere else, but I always get great service here so I didn’t mind paying a little extra”? In fact, 70% of customers are willing to spend more with a company that provides excellent customer service. Excellent customer service is one of the best and easiest ways to provide a positive experience for a customer. View your customer service team as brand ambassadors. Make sure they are properly trained and have the resources to quickly and effectively answer questions and resolve issues. This can and will leave a lasting impression on your customers that will keep them coming back. Another way to encourage a good experience is to make live chat or a phone number available to your customers.
4. Following Up
In addition, following up with a customer after a sale is key. Follow up by asking for product reviews, having them sign up for a news letter, or inviting them to a private sale. Following up with customers engages them again with your brand and product. It also give you an chance to get GREAT feedback, such as product reviews. As a result, it is estimated that product reviews affect 6 out of 10 sales online.
5. Social Media
Finally, using social media is not as simple as a like or tweet button on your site. A company must show its values and brand persona. Posts should not only be sales like, but also relevant, friendly, and include of topics that interest your customer. Remember, if you don’t try to hold the attention of your customers, they won’t give it to you.
Because eCommerce engagement matters.