The market is in recession and with the current pandemic, many people are social distancing, with many people still under quarantine. With so many people stuck at home, the world of e-commerce has gained a large amount of traffic and products are flying off the shelf. In this article, I cover 9 solid tips that will help you engage better with your audience and increase revenue whilst the sun is still shining.
2. Find unbiased feedback
It’s important to gain a deeper understanding about your current and potential cliental. We advise trailing a variety of online tools to learn about how customers are using your e-commerce website, providing you with an objective view on your website’s usability. Hottjaar.com is one that is highly recommended, it’s a fast and highly visual, helping you to understand your customers perspective and user experience. The site offers heat maps, consumer behaviour videos, conversion funnel analysis and surveys as feedback polls for under $100 a month. Don’t be a website that undervalues their user experience, through poor management and user fulfilment through customer search. Take Amazon.com as an example, they have new stock every week with something always fresh to find and make sure customers are able to glide through the search results seamlessly, through the use of easy filters: I want a black men’s t-shirt by Russel Athletic, and Amazon will list all the current stock as selected.
4. Leverage one of the only channels you own, email marketing
Think of customers as a long-term asset to your e-commerce website. You want to be able to interact with them and build a long-term relationship so that business can continue, selling your products and services to loyal customers again and again. Consider having various points through your website, especially toward the beginning of a transaction where customers can enter their contact details, specifically their email address, as this will allow you to start and maintain a sales conversation with each customer through several weeks, months or even years. Let’s say its 6:00pm on a Wednesday night, a customer is browsing through a selection of jams on your website, he’s added several varieties of jams to his cart, when suddenly a family matter arises, and he cuts off from your website and closes his laptop. This would ordinarily mean you’ve completely lost the sale. However, if he’s provided his email address to you, you can always send him a reminder the next day at the same time, perhaps even a week later. Maybe you decide that in order to draw him back to the purchase, you offer him a 15% off coupon and a warning that your running low on stock and if he does not purchase the jam by the next day, he’d completely miss out on the sale creating a sense of urgency with an incentive to purchase with the added discount. Popular clothing website The Iconic, alert customers in a similar way, notifying customers when stock is running low on their favourite products or when their offering an irresistible promotion.
5. Communication is key
The customer’s sales journey should never end after payment, this in fact should be the very beginning of the customer’s relationship with you. Be an exceptional retailer and keep your customer well posted with details of their purchase until it reaches them. Retail websites with excellent customer service generally keep customers up to date on the delivery time of their products, consistently advising their customers about any delays or informative content whilst they wait. This builds anticipation and provides assurance that they’ve made a great investment. No one appreciates a delayed delivery, especially when you’re expecting something sooner but remain uninformed about how long or where your product is currently located, it leaves a poor impression. So, make sure you avoid this and ensure the freight company abides by its promises. Don’t be that pushy salesperson that avoids your calls and refuses to recognise your existence once you’ve completed the transaction, making you wait weeks, if not months before you receive your purchase as they’re “sitting on the docks”. All that excitement and emotional investment you once had has now been lost and you begin to develop a negative association with the product and service as the transaction is delayed, and communication ceases to exist.
7. Reviews, reviews and more reviews.
It’s highly recommended that you program your ecommerce platform to follow up with customers after their purchase. We recommend waiting about a week before sending a follow up email, requesting customers to review the product or service they received. Its key to ensure that you do this well in time, during the ‘honeymoon stage’ whilst customers are still in the fulfilment and consumption phase of their purchase. This will ensure that you receive the highest number of positive reviews. We’ve all visited Uber, Ola or even Ebay at some point in our lives and picked our choice from the highest or most positively reviewed product offering, right? Well, this is what is referred to as the Net promoter score (NPS), it’s an index that measures a customer’s willingness to recommend a product or service. Many businesses rely on the strength of their NPS score in order to draw in more business, AirBnB is a perfect example of this. The NPS index ranges from a sore of 1-10, and you should be celebrating scores between 8 to 10, promptly listing them on your website and social media platforms, while sores that rank 7 or below should always be followed up by an apology with an aim to seek detailed feedback. Offering disgruntled customers a discount coupon is a great way to increase customer satisfaction for those who are unhappy.
8. Loyalty is royalty
Regular loyal customers are easier to retain and often more likely to spend money than most newbies, so to keep them intact ensure they sign up as club members, analyse their spending and reward them with special privileges.
Special ‘club only’ offers, invitations and discounts will make them feel special and increase their likeliness to increase their purchasing habits. Many clothing retailers and wine distributors are known to do this in order to increase satisfaction and customer retention through careful planning, selection and communication. All customer communication, through email, text, letter or otherwise should be personalised with past purchasing trends reflected with each customer. A combination of the listed communication methods would be even better at creating a positive and long-term impact in lengthening relationships with customers. Take this for instance, you send a regular customer a voucher via email, giving them a $25 gift card for the upcoming season. Then, a week later you post through a warm handwritten postcard wishing them the best and reminding them about the gift card, maybe even providing them with a list of new items in stock. How could they not buy? Charles Tyrwhitt (Ctshirts.com) does this often, providing millions of customers with a $20 coupon and a handwritten, personally signed postcard with a humble message and a thank you.