Designing a Consistent Customer Experience
Our Commerce Strategist team, in collaboration with Digital Shelf Analytics experts present you the seventh step of the “10 Steps for an effective e-commerce strategy” series. At the bottom of the page, you can find the links to all the series’ articles.
The first step consists of optimising product pages by designing a seamless and consistent experience across websites and physical stores.
Secondly, uniformity can be achieved through a truly omnichannel marketing approach. In fact, the goal is to create a brand that is instantly recognisable both in the store and online.
To ensure that, it requires a detailed analysis of the customer journey by considering all the touchpoint to identify and optimize the moments in which brand and customer start a relationship. This also includes the user’s experience when using an app or interacting with the brand on social media or click on a promotional banner.
From the analysis of the customer journey across all the channels, it is possible to collect a lot of information that guides you in insert key messages able to meet shoppers’ needs.
In the online environment, you have just a few seconds to make an impression that drives conversion or introduces you to leave the touchpoint. Be prepared to “welcome” the customer on your product page by providing the key information he needs- such as price, description, images, video.
All these elements must convey the correct message and be suitable to the type of shoppers’ products and needs. Offering a more or less informative and more playful, entertaining, or social experience can make the difference.
If you want to know more about the methodology of creating omnichannel experiences capable of generating conversions in terms of sales, read our post on customer experience or contact our team now.
Read the other steps to optimize your eCommerce strategy here:
- Step #1 – Writing and sharing your strategy with the team
- Step #2 – Being expert about your market, competition and customers habits
- Step #3 – Analysing Shopper Insight Data to Inform Your Plan
- Step #4 – Defining your positioning and marketing goals
- Step #5 – Choosing sustainable online retailers
- Step #6 – Optimising your product pages