Online retail sales are estimated to grow to $327 billion in 2016. Steady ecommerce growth has created new revenue stream opportunities for firms that invest in building their online presence. However, problems still exist across the board and especially for smaller firms, by competition from companies that spend more to create more appealing online marketing campaigns and have smoother sales and shipping operations.
Customer satisfaction surveys list several areas where online companies could make meaningful improvements. This article explores 5 ecommerce areas where opportunity for improvement could drive higher sales and satisfaction.
Despite the importance of this key component of online marketing campaigns, many firms, even well-established online brands still struggle with the need to create compelling, high-conversion producing content. The problems created by delivering poor marketing content are not even apparent until website statistics, competitor research and marketing efforts are compared. The luring away of customers who bounce quickly from pages that do not meet their needs is a silent sales problem that delivers a double penalty in terms of the lost conversion opportunity and the loyal customer that is handed to your competition.
- Content Quality
A common situation encountered by online customers and a source of lost sales to online businesses involves the way that customers are disengaged when they switch devices. Customers lose focus, they become involved in other daily activities and the interest level and sales engagement is never followed up. The sales opportunity is lost, and so is the customer, oftentimes permanently.
Omnichannel marketing approaches that re-engage customers, when employed, have generated 9.5 percent higher revenue annually and produce 89 percent customer retention rates. It’s what customers want. When surveyed, 87 percent of consumers said that they expect businesses to provide a coherent and consistent online brand experience.
- Omnichannel Follow-up
One of the biggest producers of customer dissatisfaction, which they frequently express in negative reviews, is the availability of products. Many firms have reasonable shipping and fulfillment operations. Customers don’t like it when the interaction goes dark after entering their card number.
Customers want to know where the order they placed this morning is in the processing pipeline. They want to know when it will be shipped and it is imperative that they have a tracking number so they can track its progress and be kept informed when a snow storm affects the delivery date of the gifts they are sending.
Moving beyond content quality, customers are individuals and want to be treated as such. They have unique and highly personal needs, which when met, they reward with high brand satisfaction and loyalty.
Personalized content produces conversion rates in excess of 40 percent as compared to generic content and can yield a 20 percent increase in sales. Content personalization is most frequently implemented real time in response to customer interactions with the website.
If you don’t have a personalized content strategy, you’re losing valuable sales and engagement opportunities.
- Personalized Content
Sometimes being at the front of the pack is not the best place when it comes to implementing latest online marketing buzz strategies. Subscription commerce, content commerce, flash sales and other trendy marketing tactics delivered far more failures than successes. It’s no wonder why, either. Large companies have budgets to try the waters of these new techniques and retain their brand image and customers when these micro marketing bubbles burst. Smaller companies tend to put every, or most every, egg they have in these baskets and are left without a chair when the music stops.
Focusing on proven trends can keep online businesses and their customers in a cohesive union far more predictably than taking a gamble on unproven trendy latest-and-greatest tactics.
While online sales continue to grow steadily, opportunities are created for those businesses that can deliver improvements in problematic ecommerce practices, setting themselves apart from their peers in terms of sales growth and customer satisfaction and loyalty.
Jessica Kane is a professional blogger who has worked in eCommerce for the last five years. She currently writes for Rakuten Super Logistics and recommends them for all your product fulfillment needs to further your success.
- Following Established Trends
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Web Design and Internet Marketing have been passions of Austin’s for many years. While starting out by creating websites for himself, Austin ascertained many of the fundamentals and theory that constitute professional website development. Through networking and word-of-mouth, Austin soon began building and marketing websites for many different businesses and industries.