As far as online shopping goes, the consumer experience counts for everything. While online stores offer the same things as many of the ‘bricks and mortar’ stores we see on the high street, the experience is one that is different.
People can walk into a shop and see it and feel it almost, as well as speak to people. It’s more of an experience that alleviates many of the concerns they face when shopping as a digital customer.
Many of these concerns are regarding payment safety, will they find what they need, is the business reputable or will they help me if I have a problem? As a result, the customer experience is one that businesses have to get right because loyalty counts for so much when it comes to digital business.
What underpins online customer experience?
Online businesses know that competition is fierce and as quickly as a shopper can arrive at their online store, they can leave too. Therefore, businesses have to tailor and shape the entire experience to capture exactly what the consumer is looking for.
First and foremost, they want to feel that the online store is legitimate and trusted. Therefore, businesses need to ensure that they alleviate these concerns by providing them with what they want. This could come in the form of reviews or surveys via trusted 3rd party platforms like Google Reviews, Feefo or Yelp or even down to something as important as the design. If a website looks great and feels slick, users are going to feel as though a business is more trustworthy.
Business owners will need to create that element of understanding when it comes to encouraging consumers to part with their cash. Highlighting the payment methods can put minds at ease and leave consumers feeling protected and that goes a long way to enhancing brand and business value.
However, a simple-to-browse, easy-to-use website will enable consumers to find what they are looking for. The harder they have to work, the more likely they are to go to one of your competitors. It really is as simple as that. Bad design will lose you business, so spend time ensuring that all products are clearly displayed including clear images. Consumers are drawn in by the visuals of a product and that is why we like to see and touch things when we enter a physical shop. There is a requirement to feed their emotions with visually appealing products that entice them into making a purchase.
What can also support the reach of your business is the way in which you communicate with consumers. If you have special offers, let them know and encourage them to take advantage of money-off promotions and deals because there is nothing better than helping consumers to save money. You’ll also need to consider how you respond to queries and problems. The faster you reply to queries, the more likely you are to sell more products. However, you should never overlook the downsides that come with the consumer experience such as problems and complaints. As a business, you are likely to encounter disgruntled consumers but how you respond can actually lead to them returning because they trust you.
The online experience comprises of a number of crucial factors but they all lead to ensuring the consumer finds what they want in a way that delivers satisfaction. Make sure that you consider improving following factors if you are thinking of improving your customer experience: customer journey, how you communicate with your customers, the design of your website and the way in which you make them feel about shopping with you.
Brand loyalty doesn’t have to be a difficult thing to earn but once you provide consumers with an experience that is rewarding and enjoyable, they are going to come back for more.