According to Statista, global B2C ecommerce sales are set to hit well over $3.4 trillion this year; a projection which is driving many ecommerce companies to revamp their digital strategies in an effort to remain competitive.
One of the more popular ways of doing this is by adopting a data-informed decision-making strategy. In other words, leveraging the insights derived from data to improve and build upon a digital strategy. Many organizations achieve this by embracing digital tools and technologies that supply them with the data they need to move forward.
In ecommerce, one of the most critical factors for achieving success is a happy customer. In turn, many organizations in this industry put a heavy focus on the customer. This is where digital feedback comes into play. Digital feedback can help ecommerce organizations obtain both a holistic understanding of how to engage their customers, as well as valuable insights needed to meet their needs. But there’s a whole lot more to it than that…
In this article, we will examine 5 reasons why your ecommerce company needs digital feedback.
1. Online journeys are becoming more and more complex
Today’s customer journeys are – without a doubt – much longer and more complex than ever. In the past, online retailers were focused primarily on a simplified customer journey that brought their customers to a singular purchase point. Sounds fairly straightforward, right? Well, a lot has changed since then. Nowadays, they must monitor multiple touchpoints and purchase points at once. To do this effectively, it is important to have a strategy in place that helps these retailers find ways to maximize the value of each of these stages (or touchpoints) as well as build up meaningful relationships with their customers.
This is where digital feedback comes into play.
There are three stages (or parts of the funnel) in which you can collect and analyze feedback: the beginning of the funnel (e.g. measuring the quality of your product content), the actual purchase within the funnel (e.g. capturing exit insights, such as reasons behind shopping cart abandonment), and lastly the confirmation page at the end of the funnel (e.g. measuring how your customers experienced the ordering process through the level of effort it cost them to achieve their goal – Customer Effort Score).
Focusing on these these funnels will not only help grease the wheels for your feedback programme, but also put you on the path towards a better customer experience.
2. You need to better serve your mobile shoppers
Mobile shopping has exploded in the last few years. And this rise in popularity has since redefined the customer journey for retail customers in big ways. In addition to performing research on their mobile devices, consumers are now also making more purchases on their mobiles devices too.
Take it from Vice President & Principal Analyst at Forrester Research, Thomas Husson,
“Mobile is becoming not only the new digital hub but also the bridge to the physical world. That’s why mobile will affect more than just your digital operations – it will transform your entire business.”
In fact, according to Google, thirty-four percent of online retail purchases are now taking place on mobile devices. And while this figure serves as a clear sign that consumers are becoming more comfortable making purchases on their mobile devices, it also puts a bit of pressure on online retailers and how their mobile experience comes across for consumers. So how can you optimize the mobile experience to keep your customers coming back?
In-app feedback can greatly enhance the user experience for mobile users. Mobile apps are still somewhat new for a lot of companies, which means there’s a lot of room for improvement in terms of usability. Should something go wrong, you’re going to need a way of finding out where and how.
Your customers are often the first to find technical errors and flaws on your mobile app so having a feedback option available will help you capture valuable insights (in real-time) and quickly resolve any issues that sprout up.
3. Your customers are demanding personalized experiences
Ecommerce companies nowadays are dealing with modern, tech-savvy consumers whose expectations are through the roof. One of the most common of these expectations is a personalized customer journey. Whether this is helping visitors navigate the shopping experience in a way that suits them best, or simply knowing their preferences and past experiences with your brand, it is something we must all incorporate into our digital strategies – especially in the ecommerce industry.
“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.” – Jeff Bezos
So how can you meet these expectations and put yourself in a strong position to personalize online journeys?
Not only will this data help you contextualize your feedback and allow you to pinpoint which customers are struggling to reach their online goals and which customers are most likely to churn (less loyal), but it will also guide you in providing your customers with a more relevant and personalized user experience in both the short and long-run.
4. You’re struggling to differentiate from the competition
As a smaller webshop, you do everything possible to steal market share from the “big dogs”. Competing with price is an option, but competing with service and experience is a smarter long-term strategy. By gathering feedback at key moments in the customer journey it becomes clear how your customers experience important online processes. It also shows that you value the opinion of your customers.
Asking your customers for feedback provides useful and actionable insights. It allows you to make structural improvements that make it easier for your customers to order. The easier it is for customers to get something done via your digital touchpoints, the more likely they are to come back. This ensures a higher level of customer loyalty, leading to more sales and better experiences for your customers.
5. The industry is continuously evolving
Customer satisfaction often stems from continuous improvements made to online funnels and web pages, which means your website or app should not be a static medium but rather something that is changing all the time. In other words, analyzing and acting on your feedback is an ongoing process.
Companies are constantly innovating and consumer behavior is constantly shifting. Habits will continue to evolve along with technology and where will we be? We’ll be forced to adapt to the circumstances we are given or lose relevance.
Keeping up with the competition
As you can see, the struggle is real. But every ecommerce company has the same chance of achieving success. The key is recognizing that listening to the voice of the customer is what will put you on that path. Digital feedback provides you with the opportunity to enhance your offerings online, from the customer journey as a whole to each and every individual touchpoint that your customers are wrestling with.
Author Bio: Erin Gilliam, Content Marketer at Mopinion, has a background in international business and digital marketing. Mopinion is an all-in-one user feedback software that helps digital enterprises listen, understand and act across all digital touchpoints (web, mobile and email). It is now one of the fastest growing companies in the digital customer experience space.