Engaging people at every stage of the customer journey, to the point of purchase and beyond, is an essential but ongoing challenge – particularly online, where your website could be one of several that a potential customer is browsing. What’s the best way to avoid customer drop-offs and abandoned baskets? Here are some of the more effective techniques we’ve seen.
The personal touch
Competition is a challenge all retailers have to face and is one that is not limited to competing for spend with traditional rival brands and ecommerce giant. Often, you’ll have to compete for your consumers’ attention in the first place, meaning you’ll need to engage them early, before they are pulled elsewhere.
It will come as no surprise to learn then, that 73 per cent of consumers will switch brands if their experience is not consistent across different channels.
The best way to deliver a consistent and compelling experience is through personalisation. Marketers have long appreciated the power of personalisation in channels such as email, social media and even promotions, but are now increasingly looking at how these techniques can be applied to on-site experiences. But personalisation can only get you so far. Successful campaigns that deliver positive customer experiences and achieve a great return on investment are dependent on using accurate data.
Something as simple as addressing your customer by the wrong name in an email campaign, or targeting someone with irrelevant ad content is ineffective at best. At worst, it could damage your brand’s reputation, serving only to drive customers away.
Personalisation is particularly important when sending email prompts to customers who have left your website but still have items in their basket. A friendly reminder, addressing them by name and/or presenting a special offer, can be enough to push them towards purchase.
Linked to personalisation, many people are now so time-pressed that they will immediately leave a website if the content doesn’t appeal to them from the start. Whatever your product or service, the aim should be to deliver a seamless customer experience. If fewer clicks are spent searching through irrelevant content, users have a smoother path to purchase, reducing the likelihood of a frustrated customer leaving the site.
The range of devices now available to consumers means there are a whole range of different options for how they can now choose to shop online. In fact, more than 60% say they start shopping on one device but continue or finish on a different one. Not only should you be optimising websites for both desktop and mobile, you also need an understanding of customers’ online and offline behaviours – but how can this be done?
With so many different channels now transforming buyer patterns, cross-channel insights have never been more important. By linking both offline and online data, you’ll be able to target your customers consistently across all channels, and ultimately improve ROI.
With these insights, you are then in a stronger position to allocate online and offline media more effectively, helping to deliver a better customer experience.
Anticipating your customers’ needs and preferences is essential and there are now tools which allow you to listen for, and interpret, behaviours, before recommending the most appropriate action in real time.
Using modelling and optimisation, you can better determine what should happen at every touch point of your customer’s journey, across every channel. This in turn helps to drive increased response and conversion rates, and ultimately improves customer satisfaction and loyalty.
Changes in customer buying behaviours, coupled with strong online competition, mean it has never been more important for marketers to create targeted, tailored and engaging customer journeys, underpinned by data-backed insights that draw them back time and again.
Audience Insights can deliver the insight and decisions you need for your site, providing invaluable information into your website visitors – allowing you to automatically personalise their experience from the moment they first arrive. Our Audience extension capabilities can also help you link the multiple devices your customers are using so you can ensure they are receiving a consistent message – whether they’re browsing on their phone, laptop or tablet – after all it’s not just the device you want to reach, it’s the individual.
Experian’s data can also support marketing through traditional, direct channels such as email and direct mail.
For more details on how Experian can help you prevent customer drop-off, click here.