A few years ago, catchphrases like ‘digital transformation’ may have appeared to be nothing more than jargon in a burgeoning high-tech sector. Today, digital transformation is a requirement for websites and mobile apps seeking to engage customers, maximize the conversion potential of sales funnels, and drive up ROI. These overarching concepts are needed to increase customer engagement levels on e-commerce platforms. An effective way to do this – as evidenced by extensive market research – is self-service offerings.
The concept of self-service is nothing like leaving the customer to his/her own devices to bungle about through product pages, categories, and across a myriad of links. Self-service in the e-commerce realm is about providing cutting-edge technology to the customer to maximize the customer experience. It involves simplifying a range of activities such as calls to action, information dissemination, and navigation between pages and across multiple devices. It is at its best when it is an artificial intelligence software with self-learning capabilities and a self-populating database of responses to standard customer queries. The goal of self-service is to reduce frustration levels, bottlenecks, and increase customer satisfaction. A company’s long-term profitability is dependent upon the extent to which it manages to reach these goals.
What Is the Customer Experience All About?
Too many e-commerce platforms fail to convert users, and they don’t even know why there was shopping cart abandonment, a high bounce rate, or a lack of customer interest. One way to completely eliminate all of these concerns is session replays. The concept itself is ground-breaking. Imagine having a 360-degree digital analytics solution in play? This type of technology records all aspects of a customer’s journey from inception to abandonment. It indicates where customers landed on the website, which pages they looked at, how long they stayed, and when they were lost in the conversion funnel. By visualizing customer journeys, it is easy to pinpoint precisely why visitors abandon their browsing, shopping or interest in a company’s products or services.
It has been said that everyone has 20/20 vision in hindsight. Now, that same thinking has been implemented into creating a website customer experience that tracks customer behaviour for the benefit of the company and the client. Sometimes, it’s not the products or services that a company is offering that are problematic. It may not even be the price. The issue is often the website itself – is it allowing for a user-friendly experience? Why are visitors abandoning their shopping carts at specific points in time? Are the calls to action (CTAs) ineffective? Is the shopping process too complicated? Are they too many steps required in the registration process for new users? These types of aspects can easily be evaluated and rectified through session replays.
The type of software that is capable of such in-depth reporting, big data capturing, and funnel analysis is unlike anything we have seen. However, it exists, and it can be used to great effect with big data infrastructures, analytics, and generating proactive insights. These types of systems offer a 360° digital analytics solution to e-commerce platforms.
The data does not simply scrutinize one dimension of a customer’s browsing activity – it takes a 360° perspective. Therein lies the benefit for businesses. By using automatic insight solutions for PC, Mac and mobile, it is possible to completely understand what goes on from a customer’s perspective. Businesses can then create better landing pages, homepages, check out options, calls to action, customer service functionality and so forth.
Why a Holistic Approach is Needed for Customer Experience
The concept of customer experience is perhaps best defined as ‘The overall quality of a consumer’s interactions with a company’s brand, products and services.’ In a digital sense, this relates to the customer’s interactions with the website through a digital interface – the PC, smartphone, tablet, phablets etc. Given that every customer is unique in terms of browsing preferences, buying habits and behaviour, pet peeves, likes and budget, it’s important to tailor websites accordingly. While many companies are focused solely on ROI measures; the truth is that multiple factors come into play. Ambience settings, wait times, loading times, consistency, the nature of touch points, Omni channel support software, and visual consistency are but a few of the many factors that need to be measured in a 360-degree digital analytics solution. It is foolhardy to assume that the only reasons customers may abandon a transaction are price, product, or website layout. It is now evident that customer engagement with the website includes issues like self-service functionality, customer feedback, personalization of offers and other factors.