Creative Ways to Improve Ecommerce Customer Experience these ways also Boost Loyalty And Sales
Stop thinking brand, start thinking personality
A brand is like a reputation—it's built on what other people think of you, not what you think of you.
You influence your brand by taking care of customers and building a superior product, but you don't control your brand. You do control your personality.
This becomes important when you realize that brand loyalty is built on personality, and not on superficial metrics like engagement. Take a look at this research from the Harvard Business Review that debunks a few classic myths:
Customers want to have relationships with brands. The truth: 77 percent don’t.
An increase in interactions is always the answer. The truth: Your customers can suffer from information overload.
Loyalty comes from regularly engaging with a brand. The truth: Brand loyalty is built on shared values.
Utilize the customer service tone
There's a concept called the customer service tone that emphasizes the casual, personable copy on pages that only your customers will see. For example your checkout success page and your transaction emails.
These are easy opportunities to apply the customer service tone. Someone just spent money with you, so this page is for customers only – you might as well add some personality to it. All you need to ensure is that customers know what just happened or what will happen, after that, feel free to add a little humor with a casual writing style.
Here's a great, personable checkout page:
It may be automated, but it's nice to see a real "Thanks!" instead of the robotic YOUR ORDER #1000 IS COMPLETE.
Where can you apply this friendly writing style to your store's shopping experience?
Analyze and Improve Your Emails
Automatic or transactional emails are some of the most important pieces of copy that you'll ever write – perhaps just as important as the copy on your website itself.
The reason being is that these emails scale to see many eyes.
Whatever you write in them will be seen by anyone who starts the process (ie, a new sale), so they can potentially be seen by thousands and thousands of customers.
Check out how Ecomprofessional.de writes their follow-up prebuilt store delivery emails:
"Hey "Customer Name"! Doorbell. We have we totally won you over yet?
We just wanted to check if you deliciously received everything to make sure you didn't make the mistake of going back to your old job, and to see how you're enjoying the product!
If you have some questions or problems feel free to contact us on Instagram
or on our email: firstname.lastname@example.org
We're proud to have you as a customer, let's create an extraordinary future!
Have the day you deserve "Customer Name"
Your Ecomprofessional Team"
Brilliant, aren't they? You want to give the team a high five, and they feel so upbeat and friendly. Tweaking your "behavioral" emails like this can have a huge impact on retention, churn, and overall goodwill to your company.
Imagine a follow-up email for an e-commerce scenario – you schedule an email to auto-send 30 days after a customer completes a purchase of one of your products. This would be especially powerful if the product was a "beginner's kit."
Give better support by stepping back
Great customer support should always be available, Ecomprofessional values every customer
and makes sure that everyone gets help if needed.
But according to a 2010 study by Forrester:
72% of customers prefer self-service to resolve their support issues over picking up the phone or sending an email.
For e-commerce shops, this means having a knowledge base, or a collection of "FAQ" style articles that address common issues people may have. It helps decrease the number of tickets you receive, and increases the number of happy customers, as they now have the option to solve small difficulties on their own.
Imagine running a carpet store that sells leather goods, and being able to avoid the dozens of "How do I take care of my leather?" questions that likely arise every week.
Whatever software you use, next you should do some quick reading on creating helpful content that people will actually want to ‘engage’ with.
Big content that educates and motivates
Many businesses avoid content marketing because running a blog is a ton of work.
That's why for e-commerce businesses who don't have an in-house content marketing specialist, I instead recommend you go big.
One piece of highly visual content that solves a major problem, and motivates the customer to shop with you.
This is admittedly tough to do if you're selling something like prebuilt stores, but if you are in a space with a high social currency like men's fashion, a comprehensive and highly visual piece of "big" content can do you a whole lot of good.
We're a B2C company that creates prebuilt Shopify stores and we only have two writers for our Blogs.
Instead of trying to crank out a bunch of shoddy customer service articles every single day, we wait and put out massive pieces of content that attract a ton of people at once.
Care to share your thoughts?