What is the ideal user path for an eCommerce store?

Female small business owner packing ecommerce order package in box at table.

Isn’t it true that 2020 was a disaster? I know I’m stating the obvious here, but it’s been a challenging and interesting year for all of us. As our clients adapted to the “new standard,” their browsing and purchasing habits altered. How many times did you hear the phrase “new standard” past year? However, as our shopping and browsing habits evolved, so did our marketing strategies. We needed to step it up a notch.

Brands fought over how to engage with their customers to maintain a relationship and increase conversion and eventually, retention. Marketers have always had to be on their toes, be inventive, and adapt to new difficulties. Many brands, on the other hand, were new to online. As many went in search of the ultimate customer journey, brands looked at D2C as a crucial strategy rather than just the current trend.

Understanding the customer journey

I’m going to tell you a small secret that may cause some controversy. There is no such thing as the ideal eCommerce client journey. Perhaps that is a little theatrical; to be more precise, you cannot forecast the optimal client journey. The customer must be able to make that decision for himself. As a marketer, it’s your job to learn more about the portions of the customer journey that won’t change, no matter who takes it and to be there for them when they need you. The parts of the client journey that you can influence shouldn’t alter too much.
You should be aware that your customers are getting more frugal as they are unable to foresee their financial status in the months ahead. Be understanding of their situation; we’re all adjusting to the “new normal.” Let them know you understand, be accommodating, and make use of what you know about them and their browsing habits. When it comes to influencing shopping patterns, behavioural data is even more important. Please resist the temptation to batch and blast. Listening for these shifts allows you to respond appropriately, rather than assuming you know what’s best.

Increasing customer retention

Merchants that demonstrate empathy and convey their story might distinguish themselves from their competitors. It gives customers a cause to become fans, join up for your mailing list, and follow you, but also to stay fans—investing in who you are, what you stand for, and, of course, appreciating your unique products.
Bite, for example, uses its sluggish shipping to emphasise its USP as an ecological toothpaste firm. The company recognises that customers who want to buy with them are likely already concerned about their carbon footprint and plastic usage. As a result, emphasising their slow shipment sets them apart from their competition, demonstrating their dedication to sustainability and, as a result, helping to build consumer confidence.

Meeting or exceeding consumer expectations

Our clients have high expectations of us, and we must meet those expectations. To accomplish so, we must first seek out the road with the least amount of opposition. According to Wunderman Thompson Commerce, Amazon accounted for 35% of all UK online purchases during the lockout. As a result, the buyer expects the purchasing procedure to be similar to that of Amazon: quick, simple, and painless.
They also want to be certain that the item they’re purchasing is appropriate for them. Imagery can show you how something seems and, for the most part, how it feels, but evaluations are necessary. They assist customers in determining whether or not quality is guaranteed and whether or not it will meet their specific needs. I don’t believe these expectations have altered much; in fact, consumers expect retailers to represent the same mentality of being swift, transparent, and painless when it comes to returns.
With this in mind, we collaborated with Reload Digital and several other partners, including Fresh Relevance, Shopify, and Loyalty Lion, to create a guide on how to best use your data and technology to gain more eyes on your brand. Brewdog, Toms, and Ikea provide examples of how to capture and convert website visitors, as well as how to keep customers coming back for more and generate brand advocacy.

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