Article | October 13, 2020
Since the vocation of an e-commerce site is to generate sales on a recurring basis, it is logical to state that the customer experience largely conditions these results. Indeed, for Internet users who visit your site to be encouraged to purchase, it is important that they are satisfied when they browse it.
Moreover, satisfied customers will be easier to retain, and more likely to recommend you to others. These are all reasons why it is essential that you continuously optimize the experience on your e-commerce site. In the rest of this article, you will discover the best practices to observe for this purpose.
Interact with Your Customers with An Online Questionnaire: You must first understand that to attract your targets, you must necessarily establish a relationship of trust with them. Then, the strategy you put in place upstream to attract customers and encourage them to sell will have to evolve over time. Of course, it is a question from the start of ensuring that the strategy is as efficient as possible, but it must above all be flexible to be able to adjust to the feedbacks of your customers.
It is therefore essential that you establish a proactive exchange with your customers, and for this, the online questionnaire is one of the most popular tools. Indeed, the online questionnaire allows to bring the humanized side of your service, to create an interaction, to show that you attach importance to the opinions and comments of your customers, etc.
As part of your marketing processes, the online questionnaire can also constitute an element of reassurance that will be useful to you to support and direct your customers more easily in the purchasing process. Moreover, it is very easy to set up: you can create a quiz easily by clicking here and thus set up your communication and digital marketing strategy without further delay.
Finally, it is important to note that the effectiveness of the online questionnaire depends on certain elements, such as the method used to distribute it or the frequency with which it is sent. It is strongly recommended that there be a comments area there, so that customers can share their requests and / or comments with you at the end of the survey.
Make Sure Your Site Is Accessible On All Media: The report published by a magazine shows that 70% of online purchases will be made on mobile in 2020, figures which prove that from now on, it will indeed be a question of “ m-commerce ” in addition to e-commerce. Think with Google also shows that 77% of online shoppers are more likely to place their orders with their mobile device.
This convinces us that it is of the first importance to make it possible to read your e-commerce site on all screen sizes. It is not only a question of planning a responsive web design theme, but also of setting up an m-commerce platform to meet the requirements of your targets who increasingly use their smartphones and tablets to browse and buy on Internet.
Making your site accessible on all media thus consists of:
• Eliminate the Tabs That Weigh Down Mobile Browsing,
• Use A Dynamic Theme,
• Reduce the Size of The Images by Compressing Them,
• No Longer Provide A Sidebar,
• Remove Pop-Ups.
Offer A Personalized User Experience: For the customer experience to be optimized, it is also necessary to offer them a personalized experience. The importance of this factor is such that 33% of customers will give up buying from an e-commerce site if they feel that it does not provide enough customization options.
You must therefore ensure that your merchant site allows customization by:
• The Use of Geolocation to Indicate the Closest Physical Points of Sale,
• The Offer of Complementary Products in The Customer Basket,
• Virtual Testing of Products (Via Augmented Reality for Example),
• The Proposal of Recommendations Based on The Customer's Previous Purchases,
• The Use of Predictive Targeting (To Personalize the User's Home Page).
A Simplified and Secure Payment Step: To ensure the satisfaction of your customers when they browse your site, you must also make the payment step as easy as possible. In many ways, this step strongly impacts the conversion rate of your prospects, as cart abandonment is most often found at this time, when they feel the process is too tedious.
It is therefore imperative that you pay particular attention to the means of payment that you offer to your customers. In this context, setting up a secure payment service is the best solution to adopt, using an HTTPS protocol for example. Also remember to systematically inform your customers that the payment page is perfectly secure (with the padlock icon).
Finally, it would be wise to offer the online payment methods with which your customers are the most comfortable (to be determined by means of a survey or an online questionnaire).
Guide Consumers with A Chatbot: While it goes without saying that an e-commerce site must have available and responsive customer service, some may think that the chatbot remains optional. However, be aware that 45% of Internet users prefer to use the chatbot to communicate with customer service. More importantly: 47% of e-commerce website users express their motivation to buy using this technology.
This is explained by the fact that the chatbot makes it possible to inform visitors more easily and quickly. With a simple message, they can know your general conditions of sale, your return conditions, your delivery times, etc. The chatbot is therefore a tool to be adopted urgently to optimize the customer experience on your site. Remember, however, that it does not replace real customer service!
It will nonetheless bring an increase in speed in the processing of your customers' requests, and above all, will provide the most relevant possible answers, as quickly as possible.
Article | April 6, 2020
Google has now shared examples of what COVID-19 special announcement structured data will look like when used in search results. A brand new set of structured data markup for special announcements related to COVID-19 was introduced last month. Google officially stated last week it will support the new structured data, but didn’t say when it will be used in search results. At the time, it was also not known what the markup would look like when Google uses it to render search snippets.
Article | July 26, 2021
Companies with robust omnichannel customer engagement see a 9.5% year-over-year increase in annual revenue and see a 7.5% year-over-year decrease in cost per contact. Consumers are extremely comfortable and contented with omnichannel shopping. More than 89% of customers are engaged with omnichannel and the number has been increasing gradually. As a result, omnichannel marketing has become one of the vital components of advertising.
Maintaining quality at reasonable prices is no longer the only aspect of a customer’s purchasing decision. Brands need to be present on all the platforms where there is a target audience.To put the consumer on priority in your strategy, you must foster optimistic, persistent, and unified experiences at every touch point along the customer’s journey.
Let’s examine every aspect of omnichannel marketing to understand its significance in your business and utilize it to create an exceptional experience for your consumer and maximize your ROI.
What is Omnichannel Marketing?
Omnichannel marketing is a holistic approach towards the target audience by creating a brand’s presence across multiple online and offline channels. One of the most important aspects of omnichannel is that each channel is interconnected to deliver a seamless experience and connected purchase journey. Its objective is to produce superior, first-class connections that drive your customers to take action. It’s about meeting your clientele, no matter where they are or where they go, with a consistent brand identity, message, and all-around experience.
A survey conducted by Harvard Business took 14 months to analyze consumers’ shopping behavior wherein they interviewed approximately 46,000 purchasers. They found 7% of the customers were only online shoppers and 20% of them were store-only shoppers. 73% of them used multiple channels throughout their shopping journey.
The survey found that the more channels the consumers utilize, the more valuable they proved to the retailers. For instance, the study revealed that the consumers who use more than four channels spent 9% more in the store than those who used a single channel. Due to this, the retailers had to reconsider their customer journeys and discover new ways to acquire, engage, and retain customers through positive experiences across multiple touch points.
With new marketing channels emerging, omnichannel has become the need of the hour for marketers and shift their focus from traditional marketing to omnichannel marketing strategies.
Omnichannel vs. Multichannel and Cross-channel- Differences
Marketers utilize these marketing channels interchangeably. After all, they seem to mean the same thing - using multiple channels to acquire, engage and retain your customers. But, there is a slight difference among all of them. So, let’s understand the differences.
Omnichannel marketing is a tactical approach to create your brand’s presence across various online and offline channels. These communication channels are connected, consistent, and interactive, which makes the customer journey easier on all devices.
In omnichannel marketing, the messages are consumer-centric that are created to convey personalized and one-on-one communication. And this unique quality attracts the customers to buy products or services. Omnichannel marketing has superseded multichannel and cross-channel in the last few years.
Multichannel marketing is an amalgamation of multichannel online and offline to get in touch with customers and put products and services at the right place and at the right time. However, these channels aren’t connected — they function in isolation and there is no exchange between them. The goal of multichannel marketing is to grow the reach and connect with the audience wherever possible. It is company-centric which delivers different messages on different channels.
Cross-channel marketing refers to customer-focused digital marketing techniques used by marketers globally to provide their customers with a consistent experience when interacting with their brand across multiple digital channels. Cross-channel marketing is sometimes customer-centric or company-centric depending on the requirements.
Marketers using three or more channels in any one campaign earned a 287% higher purchase rate than those using a single-channel campaign.
Customer retention rates are 90% higher for omnichannel vs. single channel.
98% of Americans switch between devices on the same day.
Omnichannel shoppers have a 30% higher lifetime value than those who shop using only one channel.
Omnichannel strategies drive an 80% higher rate of incremental store visits.
Businesses that adopt omnichannel strategies see 91% higher year-over-year customer retention rates compared to businesses that don’t.
Some 73% of consumers shop on more than one channel.
Almost 90% of retail leaders agree that a seamless omnichannel strategy is critical to business success.
70% of internet users buy clothing and footwear online, making clothing and footwear the most purchased item online.
By 2023, the global omnichannel retail commerce market is projected to grow to US$11.01 billion.
Companies with strong omnichannel customer engagement will see a 9.5% rise in annual revenue.
60% of millennials expect brands to provide consistent experiences across multiple channels.
Creating a cohesive customer journey across different channels is important to 86% of senior-level marketers.
Omnichannel campaigns produce a 250% higher rate of purchase frequency than do single-channel campaigns.
80% of consumers say they are more likely to do business with a company if it offers personalized experiences.
Challenges While Implementing Omnichannel Marketing Strategy
Lack of Effective Content Strategy
Content is the valuable, essential, and utmost important factor for omnichannel. A well-analyzed and creative content strategy can ensure your campaign success. Your target audience uses various channels such as social media, mobile apps, websites, etc., to interact with your brand. Therefore, you have to be extra careful while delivering messages. The quality content consists of top-notch quality, relevant information, sophisticated language, and avoid an embarrassing mistake in grammar.
Improper Utilization of User Data
When users interact with a brand, they leave data such as contact numbers, email ids, addresses, etc. However, brands don’t store or utilize it properly. According to Neustar, 60% of this data is outdated within two years. 37% of the people in the US alone change their contact details within a year, making your data obsolete. Brands need to contain the information in a unified system that they received from users to be utilized by the sales and marketing teams to deliver relevant offers to users.
A survey conducted by Yes Lifecycle Marketing says that two-thirds of marketing administrative at large companies found it challenging to coordinate campaigns across various channels. The study blames silos and organizational structure as one of the primary reasons for failure in implementation. If you want to make your omnichannel marketing strategy efficacious and profitable, you need to understand your customers’ requirements and plan accordingly. Placing your customer at the center of your strategy, leverage technology, putting relevant information, understanding buyer’s journey, providing vouchers, offers,a flaw-less content and systematic approach make your omnichannel marketing strategy result-driven.
Lack of KPIs Measurement
Four stages of a buyer’s journey- awareness, engagement, conversion, and delight are much more valuable and play acrucial role in marketers’ lives. Marketers have to ensure that the entire journey delivers a constant experience to the buyer. While marketers measure the campaign’s overall effectiveness, they fail to measure the KPIs at every stage of the buyer’s journey. This averts the marketer from deriving meaningful insights about each stage of the journey posing a challenge in improving the experience for the customer. Marketers need to evaluate the campaign at every stage instead of evaluating the results for the entire campaign.
Create an Incredible Omnichannel Marketing Strategy
You can make your omnichannel marketing strategy unparalleled, persuasive, and goal-oriented by just following these substantial steps.
Know Your Customer Better
Before executing your marketing plan, you must be aware of your target audience. Who they are? What are theirs need, their age, demographics, etc? Only then will you be able to design relevant campaigns for your customers. It doesn’t matter if you reach your target audience online or offline — it’s vital to express the unique value proposition (UVP) you provide. In addition, your UVP must be tied to a solution to their problem.
Do you want your target audience to visit your website and experience your product or service? If so, you must create an omnichannel experience that shows your expertise in your field. You need to maintain the quality of the content you are delivering your audience whether it is video, gifs, or other content forms. It should be pertinent, valuable, and easily understandable.
Evaluate Each Channel
In omnichannel, it is essential to analyze each channel’s performance. It helps to understand your marketing approach in a better way. You need to find how many channels are performing well and eliminate the channel that does not respond to your business objectives.
Put the Customer at the Centre
Undoubtedly, your objective is to sell your product or service, but your customer should be your utmost priority. You need to discover a way where you can enhance the engagement of your customers with your brand. Creating interesting puzzles, asking advisory questions, sharing fun facts, etc., shows that you are involving your target audience and giving them a value that helps build your brand.
Woo the Audience with Offers
Most marketers introduce vouchers or some interesting offers to woo the customers. For instance, you can create a campaign where you can ask some interesting questions and provide a reward. This tactic initially helps your brand to gain a maximum audience. Once you have most visitors to your website or other channels, it becomes easy to hold on to audiences.
Significant Omnichannel Trends in 2021
There are many significant channels that can help you to scale your business. Here is the list of some prominent channels.
Social Media (Facebook, Instagram, Twitter, Youtube, etc.)
Some marketers might question whether omnichannel marketing is worth it or not. Well, thorough researched data, relevant and valuable information, important marketing channels, and knowing your customers’ requirements are the key factors that make your omnichannel marketing strategy influential. It helps in every aspect. Appropriately implemented omnichannel marketing boosts your sales and conversions, builds robust connections with your customers, and enhances your brand affinity. This omnichannel marketing guide will help you to find concise and comprehensive information.
Frequently Asked Questions
What is omnichannel marketing?
Omnichannel marketing is a holistic approach towards the target audience by creating brand presence across multiple online and offline channels.
Why is omnichannel marketing important?
Omnichannel marketing superseded other marketing strategies to boost sales and conversion, build strong connections with customers, and provide high ROI. Read the above omnichannel marketing guide to understand its importance.
What tools are needed for effective omnichannel marketing?
Artificial intelligence, augmented reality, social media integration, e-commerce website, secures payment gateways are valuable tools to make omnichannel more effective and result-driven.
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"text": "Omnichannel marketing is a holistic approach towards the target audience by creating brand presence across multiple online and offline channels."
"name": "Why is omnichannel marketing important?",
"text": "Omnichannel marketing superseded other marketing strategies to boost sales and conversion, build strong connections with customers, and provide high ROI. Read the above omnichannel marketing guide to understand its importance."
"name": "What tools are needed for effective omnichannel marketing?",
"text": "Artificial intelligence, augmented reality, social media integration, e-commerce website, secures payment gateways are valuable tools to make omnichannel more effective and result-driven."
Article | February 11, 2020
In our article about the top content marketing trends to keep an eye on, artificial intelligence was at the top of the list last year and there are no signs that this trend will be slowing down. Chances are you’re already using AI every day, whether you realize it or not. Artificial intelligence makes the language recognition in Siri and the Amazon Echo possible, and powers recommendation programs to keep customers coming back for more. How exactly does it impact content marketing, though? AI and content may seem to exist in entirely different worlds, but there are ways this computing method could help you out along every step of your content marketing strategy.