Navigating the online space can be uncertain for e-tailers who are looking to capture their share of the market; that’s why when a visitor becomes a customer, it’s critical to take that relationship to the next level, driving customer loyalty and brand preference through tactics based on key insights and findings. A recent study by comScore sheds new light on exactly what customers are looking for, and here’s a re-cap of what they’re after:
- An integrated experience. Today’s consumer isn’t just on one device – they are toggling between an average of 2-3 devices including their mobile phone, their tablet and their work and/or personal PC, which creates an expectation that moving from one device to another should offer a seamless experience. Customers want to purchase online and return offline, get promos on their smart devices and have added benefits from connecting with brands on social platforms. It’s all relative.
- Clear communication. Customers demand re-assurance at all stages of the purchase process, from initial customer testimonials and clearly communicated return policies to warranty information and post-purchase support. Customers need this online for the added peace of mind in knowing that a solid customer service department is standing behind each purchase – it’s even better if there’s a live rep.
- Ease of check-out. When it comes to making a purchase, everything matters. Although it may be tempting to ask customers to sign-up for an account, research shows that customers think better of those sites that let them proceed as a guest. These same customers value check-out status, and knowing exactly where they are in the purchase process. Easy payment and multiple shipping options are also attributed to higher satisfaction.
There’s plenty of opportunity to positively influence the perception that customers have of your brand, whether they are speedy shoppers or value-seekers looking for subject-matter expert content. It all comes down to creating the best possible user experience for these customers. On that note, we’ll leave you with one astounding stat – while over 85% of online shoppers are satisfied, only 65% are happy with their mobile shopping experiences. In a market where mobile now reigns supreme, businesses should take note and act accordingly.
