Yieldify marketer Sam Falle shares 3 top tips for how brands can optimise their online customer experience.
It seems so obvious. The customer comes first. But too often it’s the customers themselves who get left out in the cold.
An irrelevant experience with your brand online is all it takes to alienate a potential customer.
Most marketers (89%) predict customer experience to be the primary basis for competitive differentiation by 2017. So what can you do to save customers from the jaws of your rivals and cement yourself as their go-to online store?
1. Take mobile seriously
70% of millennials check their phones every hour. Mobile is part of Generation Me’s DNA: they use their phone for absolutely everything. And more so now than ever before, they’re using it as a purchase pathway. Mobile now accounts for half of all eCommerce traffic and a third of orders.
The thing is, 84% abandon their smartphones to use a tablet or desktop. This may suggest your customers are taking a buyer journey across devices. However, considering that 81% of smartphone purchases are spontaneous, if you make it difficult for them to buy on the go then you’re destined to miss out on massive sales opportunities.
If you are serious about your mobile conversion rates, you can’t just clone the desktop experience and expect to achieve the same results. It’s imperative to invest in a finely-tuned user journey optimised for the small screen.
2. Think multichannel, then pursue cross-device to achieve omnichannel
Unless you’ve been living in a WiFi dead zone for the past few years, you’ve probably been evaluating your own need for an omnichannel strategy. Creating the conditions for a coherent and seamless experience of your brand through every channel is the utopian state all marketers have been striving for. But so many brands still aren’t even sure of the difference between multichannel and omnichannel.
“What distinguishes the omnichannel customer experience from the multichannel customer experience is the true integration between channels on the back end.”
You can’t expect to offer your customers a joined-up omnichannel experience unless you can first build high-functioning multichannel experiences. If you invest all your resources in your desktop journey, your mobile and tablet offering will be inconsistent, disappointing your brand – and your customers.
Get your house in order with personalized experiences tailored to each individual channel first. Then you can approach how to track each individual user’s journeys between those touchpoints.
The conversation is now moving toward cross-device tracking. When you can follow each user across screens, you will achieve a single customer view (SCV), making it possible to market to them better.
To make this kind of tracking possible, industry will need to adopt new tools more advanced than the humble cookie – the long-serving technology used for tracking to date. Prime your brand for new tracking technologies by pushing cookie tracking to the limit – hyper targeting and segmentation of your audience will bring customers closer to your brand, improving their experience and enhancing the conditions for interaction and conversion.
3. Deepen personalization
Now a ubiquitous term in eCommerce, ‘personalization’ is endlessly reiterated as the user experience holy grail.
But don’t mistake basic targeting for true personalization. Broadcasting to users based on vague and diffuse criteria will not make for a personalized experience.
Effective personalization requires you to understand customer behaviour. Where are they shopping from? Are they unique or returning? What have they bought in the past? What does their browsing behaviour in that session tell you about their tastes and interests?
Smart brands choose technologies for their touchpoints that dynamically recognise and react to user behaviours, effectively personalizing the experience to each customer. Treating each user as an individual will make them feel valued and increase engagement because those customers will receive a more humanised experience.
Segmentation and targeting are key parts of personalization. Just as crucial is the precise moment you pick to engage with each customer. There’s a fine line between obtrusion and opening a dialogue. At Yieldify, we have found that the optimum moment to communicate with customers is when they show intent to exit from your website. By reaching out to site visitors at that time – in a highly personalized way – you can give them a great reason to stay on site and complete a purchase.