Not all shopping experiences create lasting memories. Do you remember the last time you ran out on a Sunday morning, half groggy and in your pajamas, to get milk for cereal? Or was it champagne and orange juice? Of course you don't.
But for higher value transactions - which often take place online - the kind of customer experience you offer can leave an impression. Sometimes these are good, sometimes they're not. Here are a few tips for creating a positive customer experience for your online shoppers:
1. Give your customers a place to talk.
The first step to engaging your customers is to provide a platform for them to interact on. This helps to foster discussions surrounding your products, and allows you to shape the conversation as well. Bringing people together through a shared, positive customer experience develops a sense of community and unifies them with a commonality - your brand.
2. Rally your existing customer base.
Instead of trying to solely go after new leads, try winning over people you’ve already convinced - your past and existing customers! If you are launching an exciting new product, telling your past customers about new developments in your brand is a perfect way to get repeat customers, plus it refreshes your name in their minds. Offering an enticing avenue to learn about things they have already purchased - new uses, etc - often results in upgrades and add-on purchases.
3. Offer value without expectations.
Sometimes, the best sales pitch is no pitch at all. Consumers are savvy and tend to ignore direct sales calls or sleazy methods. If you honestly and transparently offer information relating to your products, your customers will notice. When it is so easy to tune out disruptions, it is far more effective to provide something that customers actually want or need.
More often than not, potential customers won't purchase your products if they don’t have sufficient product information to help with that decision. If their questions go unanswered, they will do their own online research, go to a different store, and may not be seen again. Cut out the extraneous research and give customers the information they’re seeking.
And if they already have made a purchase, help them really understand its full potential. The last thing you want is someone with buyer’s remorse becoming a vocal champion against your brand, all because of a poor customer experience.
5. Get personal.
Creating a personal connection with someone is a surefire way to create a brand advocate and repeat customer. Don’t let your company comes off as faceless; a human connection strengthens the bond between a salesperson and the consumer. Even if you are speaking to a large audience, addressing people specifically makes the conversation feel one on one. You are now helping people connect with each other in a crowd, and bonding over an experience created by and associated with your brand.