How digital marketing improvements are making shopping more convenient for consumers

When it comes to buying today’s consumers, the hands-on part of the buying journey is now digitally enhanced with research, decision-making and buying. According to research commissioned by Bazaarvoice and Deloitte & Touche LLP, most shoppers (70%) look to customer reviews and photos to learn more about products. Consumers have more shopping options and locations than ever before. They also have a decreasing attention span. So, if you own an e-commerce business and want online shoppers to buy from the brand, they need to be able to capture their attention immediately and make the shopping experience enjoyable and simple.

Convenience is the foundation of e-commerce and one of the main reasons online shopping has grown in popularity in recent years. Online shopping allows you to purchase products when and when it’s convenient for you, using the payment method of your choice, and have your item delivered to you easily. As another recent study shows, convenience affects how people shop and how they view certain shopping options. Therefore, when it comes to demonstrating their concept, e-commerce businesses need to consider more than the quality and price of their products.

The website loads quickly:

Today, customers expect to get the information they need, when they need it, with the click of a mouse or the swipe of a tablet or smartphone. And retailers only have milliseconds to capture their attention and close the sale. Amazon, for example, has shown that every 100 seconds of delay costs them 1% of sales, but Walmart claims that conversion rates increase by 2% for every second of load time reduction. to keep potential customers on their website. E-commerce sites should be optimized to deliver maximum performance regardless of a customer’s network connection and location, or whether they are using a desktop computer, tablet, or mobile device.

Purchases on social media platform:

Almost every social media network seems to be investing in an in-platform e-commerce solution or currently establishing integrations with other e-commerce platforms. Chatbots can deliver automated messages on Facebook. Online retailers can now automate purchase confirmation, customer service, and even upselling. Using social media monitoring tools to track conversations on social media platforms. This will provide them with useful information about their customers’ shopping requirements and habits. In addition, using a monitoring tool, you can easily identify opinion leaders in your industry. Reach out to them, then ask them to advertise your products on social media.

A simple payment procedure:

Making the checkout process as simple as possible could reduce the number of abandoned carts. It should be simple; the basket must be visible from each page and payments must be secure. Always displaying various payment alternatives helps ensure that your customer doesn’t arrive at the checkout stage only to find that you don’t accept their preferred payment method. If you discover a high rate of abandoned carts, you can simply put a comment intercept on your website to determine the problem.

Use of Customer Information:

Geolocation, past purchases, browsing history, and reviews are all essential facts that businesses should use to improve customer service. Companies may already be using customer data for R&D or marketing purposes. However, another area that could benefit is customer experience. Customer Data provides information about customers who visit the Company’s website, purchase their items, or use customer service. They can collect data, evaluate behavior and identify trends for various consumers. Companies can then design separate strategies for each category they uncover.

Today’s brands and retailers must develop their shopping experiences or risk being left behind. Pay attention to how your customers want to shop with you and give them more options to make the eCommerce buyer’s journey simple and convenient. Identifying the tools and platforms they use and understanding their social and shopping habits are key to creating convenient consumer experiences that revolve around them.

The opinions expressed are personal.

Cathy W. Howerton