As an e-commerce manager, you understand the importance of having persuasive, engaging and trustworthy simple customer journey aligned with operational and business processes. All you realise the importance of knowing the why behind the analytics to interpret the data on customer behaviour to take actions.
It is really important to reliably observe, monitor, understand, measure, reliably interpret targeted customer emotions and behaviour to create engaging journey, campaigns and user generated content like merchandise and service reviews. It applies to both your b2b and b2c business. Understanding emotions driving customer behaviour helps you move the customer through the sales funnel effectively, have great digital experience, provide value to the marketing spend by answering the ‘why’ and meet KPIs like customer satisfaction.
Customers expect seamless omni-channel experiences and don’t necessarily understand the work behind the scene. They expect magic happening from your side.
New customer acquisition
Retaining customers encouraging repeat purchases
Controlling marketing spend based on what works
Providing metrics requested by business on customer campaign success
Getting customers to provide feedback on their satisfaction
Up-selling to customers
Good user experience means helping customers to make their decisions, buy the merchandise, be satisfied with delivery and be satisfied with the quality of the purchase. Understanding persuasion, emotion and trust is key to achieve good e-commerce experience for your customers.
I never used to validate ideas, and when I first started out I didn’t know I had to. But what I’ve learned is that I’m often wrong. We’re never satisfied and we’re always pushing for something better and know we can improve something for our customers. So I think our biggest threat would be if we got a little bit lackadaisical to that, if we didn’t care or if we thought we were the best.Grant McAllister
Shopping basket or cart abandonment could have happened due to multiple reasons. customer observation show non-intuitive complicated checkout process, shipping charges added late made the merchandise beyond their affordability and so on. Knowing the right insights can only happen through observation.
For example, one of the entrepreneurs recently requested feedback about his website selling women’s clothes. One of the insightful feedback from women customers was to display pictures of clothes in various outdoor and indoor environments since this helps in deciding on the right trousers or tops to buy.
What we Offer
Checkealos helps you get obtain valuable customer insights like behaviour, decision making, presentation of merchandise, digital interaction and so on. Through Checkealos platform you can observe target customer segments interacting and thinking loud with your websites and apps.
What to consider
Why or why not:
a customer abandoned after adding to basket or shopping cart?
customer dropping of during checkout process?
the copy about the merchandise work?
customer reviews help conversion?
AB testing of campaign or webpage work?
multivariate combination of copy work?
the call-to-action (CTA) help conversion?
Other things to consider about customer experience. Does the customer
feel visually overwhelmed?
experience social proofing while shopping?
ability to express likes and reviews?
ability to compare merchandise?
experience scarcity which creates investment, interest and challenge?
experience persuasion through the content?
See what other organisations are doing:
Amazon has organised the merchandise into simplified and more intuitive categories reducing clutter. Provides high quality imagery, details the content about the merchandise and also up-sells with items bought together. Amazon allows zoomed out look of their merchandise as well to help customer see the physical details.
Airbnb has focussed on leading customer into using good emotionally welcoming vibes and great pictures apart from simplifying the booking experience. They provide high quality images of places customers would stay, provide ratings, reviews all of which engage customers and provides trust.
ASOS attributed the success to the user experience of the website and free delivery. The user experience makes merchandise easily findable and focused on high quality content about the merchandise.
Checkealos offers targeted end-customer segments, user experience discovery tools like moderated usability testing, unmoderated usability testing, AB testing and expert reviews that help getting early and continuous feedback. It is important that you observe and test throughout the design lifecycle iteratively and not just during release. You get feedback in the customer’s natural context and also you have the ability choose the environment.
These observations would help focussing your team’s effort on the most important stuff. The videos of customer observation would get all your team members open up to your suggestions and also rally around with great ideas of their own.