Since the beginning of the coronavirus outbreak, stores considered unessential have been closed again.
A pattern of alternating store closures and reopenings seems to be repeating itself. It is therefore imperative for brands to optimize their digital presence in order to gain a place of choice with consumers and to anticipate new disturbances in the physical shopping experience. All the more so as a part of the consumer base has become accustomed to dematerialized purchasing, which means it is necessary to meet expectations in terms of online customer experience. According to Forrester’s global business technographics workforce benchmark (2019), 66% of consumers would make a purchase if they had a personalized customer experience.
A non-optimized online customer experience can be a barrier to online purchasing for some consumers. So how can you enrich it to help them make a decision?
Stay with us to discover all of our tips and examples to help you improve the online consumer experience, whether you have an e-commerce website or not.
PLACING THE PRODUCT IN SITUATION
Stories on your website
Your products must be attractive to consumers, whether it’s a rational or emotional purchase, to help them relate to your product.
For example, you can be inspired by the “stories” format of social networks to put the product in a situation and allow the transition from one situation to another in the blink of an eye. The interesting aspect of this format for the customer’s journey is the possibility of accessing the product sheet in one click, and being able to quickly add the product to the shopping cart, or even of all the items present on your visual.
There are many choices to be made and they must be adapted according to your visitors and their preferences. For this, opt for A/B testing!
These stories are already present on the websites of brands specialized in fashion like Undiz but it can also be used in many sectors of activity.
Now put yourself in the shoes of the consumer. You want to buy a dressing room on the Ikea website or create a custom piece of furniture at Leroy Merlin. With their module, you can adapt your furniture to your interior and add all the elements to the basket in one click!
These modules have the advantage of simplifying the buying process, while facilitating the personalization and projection of the customer. It’s a reassuring experience that facilitates consumer decision-making while reducing risk. Particularly when making a purchase that can cost a lot!
Whether consumers are afraid to physically go to stores in this time of health crisis, or don’t have the opportunity to do so, live shopping allows them to enjoy the experience of a physical store from home.
Several possibilities are already offered by retailers such as Galeries Lafayette and its One-to-One appointments with a personal shopper, collective live shopping sessions as proposed by Fnac-Darty for the Xbox, or virtual visits of the store in autonomy for Ralph Lauren. The goal? to bring the online experience closer to the physical shopping experience, by allowing the user to benefit from live advice from a salesperson, or from commercial animations.
THE ENRICHMENT OF PRODUCTS PAGES
Product pages are sometimes incomplete and can omit certain information users expect, which can be an obstacle to purchase. That’s why we recommend adding usage and maintenance tips, customer reviews, cost and delivery times, store availability, usage tutorials and other additional services. The more complete the product pages are, the more reassured the consumer is and the faster the decision is made. However, we advise you to take care of the UX on these pages to avoid losing potential buyers along the way!
An attractive and realistic format
Beyond the information we have just mentioned, visitors to your product pages generally want attractive and realistic visual elements. Attractive to comfort their choice and help them project themselves. Realistic so that they can get a more precise idea of the product as it really is and thus avoid disappointment.
As you may have understood, the more precise and attractive your visuals are, the less users will return the products since they will be satisfied with their purchase!
For this, we advise you to bet on the video format, while taking care that it is responsive to prevent users from leaving your product page and reduce the chances of conversion.
Great ! Your product page has convinced the consumer, he has added your product to the cart. But be careful, his journey does not end there!
It’s now up to you to allow the user to have access to all the features he needs directly from his shopping cart, and to prevent him from leaving it!
To do this, we advise you to allow them to modify their choice directly in the shopping cart, whether they want to change the size, quantity, colors or even options if it is a customizable product. You can also put forward complementary products to enrich their purchase and their experience, while increasing the price of their basket!
In addition to these features, we recommend that you multiply the payment and delivery options, highlight the delivery times and costs as well as the return/refund conditions. According to a study conducted by Proximis and OpinionWay, 30% of French people want delivery costs to be highlighted and 25% want exchange conditions to be highlighted.
Multiplying functionalities and information proves to be very effective, provided once again that the UX is respected!
THE POST-PURCHASE CUSTOMER EXPERIENCE
The tracking of the package in (almost) real time
Since the advent of food delivery apps, consumers have become accustomed to being able to watch the progress of the delivery in real time.
They expect to find this functionality in other sectors of activity! This functionality responds to the need of customers to consume a product directly after purchase. Which is possible with in-store purchases.
Thus, all the services that can help them to consume the paid product as soon as possible will generate customer satisfaction.
The digitized return of the product
Can you imagine printing a product return form to insert in your package before sending it back to the seller? Alas, this laborious task is still far too present in consumers’ lives, generating more dissatisfaction.
Fortunately, more and more retailers are offering to digitize product returns. So if you haven’t already done so, use digital tools to your advantage as well as the advantage of the consumer! You will save time and energy.
Especially since this step represents an obstacle for buyers to renew their purchase on the website in question. So, if the product return becomes quick and easy, you increase your chances that the consumer will order again on your website.
After-sales services and instantaneity
The after-sales service plays an important role in customer satisfaction and in this time of health crisis, it is undermined by social-distances. In-home interventions are rarer and more risky, responses take longer due to the absence of direct contact… In order to overcome these complications, you can, for example, offer video appointments with a salesperson or a technician depending on the need!
Knowing that, according to the study Click2Buy conducted with OpinionWay, 65% of French people would be willing to pay for additional services to enjoy a better experience. For example, a customized installation, assistance in getting started in real-life situations or access to a technical service at any time.
Thus, consumers could benefit from a personalized support in their purchase or consumption process of the product, while allowing you to increase your performance.
OFFER AN ADAPTED BUYER’S JOURNEY
Each consumer is different and has distinct needs, which is why personalizing the buyer’s journey is essential.
So whether you have an e-commerce website or not, you can let them choose their preferred distribution channel! Having different purchasing options guarantees to keep the user’s attention and maximizes your chances of conversion. You can therefore add a “Where to Buy” button on your product pages, it will give your website visitors access to all the retailers arranged by distribution channel, who have your product in stock, in one click.
This functionality is also applicable to all digital communication media. So, it allows your brand to communicate while facilitating the buyer’s journey of consumers and collecting data for the management of your digital strategies.
As you may have understood, the key to success is to personalize the buying process and enrich the customer experience! However, implementing solutions that are not adapted to the needs of your consumers can have a negative impact on the profitability of your actions. Therefore, focus on analyzing user data to understand what will interest you buyers, and find out what their needs and expectations are. Thanks to this, you will maximize your conversion rate!