More than half of all eCommerce product searches start on Amazon.com. To put this in perspective, half of all your target buyers hit Amazon directly. The rest of the traffic is split among search engines like Google, social media platforms like Instagram and finally you and your competitors. The sheer abundance of choice that customers have when it comes to shopping online means that unless you have a product that nobody else does, or have a service that is unbeatable in town, the chances of a buyer preferring your site over all the others is pretty slim.
Putting customers first is thus an incredibly important part of eCommerce marketing. Letting customers know that they come first when it comes to business provides a buyer with the much needed assurance while making their purchase online.
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Bringing Costs Down
Stamps.com is by far the most popular eCommerce website out there to buy US postage online. The website lets customers buy postage online, print labels from the comfort of their homes and affix it to mail they want to send anywhere across the world.
Shipping in the United States can be expensive even when dealing directly with the USPS. So it comes as no surprise that customers may be wary of buying postage online through a middleman like Stamps. To deal with this, Stamps offers exclusive discounts for their customers. For instance, Priority Mail shipments get up to 40% discounts while transacting through Stamps.
Low shipping costs is a great way to demonstrate your ‘customer-first’ approach. By bringing down your shipping costs, you also bring down your selling price which is a great way to increase conversions.
Interpreting Customer Actions
There are dozens of different reasons why a customer with high purchasing intent may choose not to proceed with a transaction. While some of this can be assessed through your analytics application, not all these reasons come through.
For example, it may happen that the buyer is unable to expand your product image to full size. Alternately, they may find that the size they need is not available. Such factors do not show up on your Analytics.
Enabling session replay allows the eCommerce business owner to look at the exact navigational pattern of the buyer during the buying process. This gives you an accurate view of the session and also why a particular transaction did not go through.
Enabling easy returns
While eCommerce can be incredibly convenient compared to brick and mortar stores, the ability to ‘touch and feel’ a product before you buy makes the latter attractive. ECommerce stores have been able to counter this by offering easy return and replacement policies to its buyers. However, in order to make the process seamless, it is important to reduce the hoops that a buyer must go through in order to return. This includes the need to package and physically courier the product and additional shipping charges for a customer who wishes to return a product.
Doing away with this makes the return policy smooth and easy for the buyer. This incentivizes more purchases and is thus of great value to your buyers.
Do you own an eCommerce store? Share other strategies that in your opinion can put customers ahead and thus improve loyalty of your buyers.
