Designing an Online Experience That Reflects Customer Demands | It is hard to deny that the world of business has changed dramatically over the last few years. Due to the spread of the novel coronavirus in 2020, a vast majority of companies needed to make intense adjustments to how daily operations were conducted. This predominantly meant that a good chunk of business was switched to the internet. Instead of visiting stores to take care of the entire shopping experience, consumers are now more likely to do most of the work on the internet. To see success, you absolutely need to cater your company’s online presence to what consumers want.
Take a moment to review these points and learn more about how you can design an online experience that perfectly reflects customer demands. With a bit of work, you’ll have no trouble forging a plan that helps your company stay on top.
The Personalization Factor
Though brands have poured endless resources into training employees to handle every possible scenario with a customer, human error is still a big part of the equation. Even the most competent of individuals can create a negative experience for a consumer if he or she is having a bad day. With the online journey, however, you have a unique opportunity to create a positive experience without putting in too much effort. This can be accomplished by putting thought and effort behind personalizing your web assets to meet the exact interests of your target demographics.
One way that brands are able to personalize web content is by using unique landing pages with each link or advertisement. Studies show that continuity matters for an enjoyable and productive customer experience online. If someone clicks a link and is redirected to a page that has no relevance to the source link, he or she is less likely to stay on the site. Work on adding context to all of your online resources and you’ll start to see better results with conversions in no time.
The Current Preferences
As mentioned, consumers have drastically different attitudes now than they did before COVID-19. However, this doesn’t mean that all people have switched to fully shopping on the internet. In fact, studies have revealed that most people prefer a blend of methods. This is where the entire concept of “buy online and pick up in the store” comes into play. While not a new idea, brands have found that a large number of customers prefer to follow this method when making purchases.
The beauty of BOPIS software is that the difficult aspect of the process is handled on the internet. Walking around a store with no idea of what you want can be stressful and lead a potential customer to leave before making a sale. Browsing from the comfort of home, however, makes a person feel like he or she can take time and really come to a decision that feels satisfactory. Once the sale is made, there is no need to wait at the door in anticipation of delivery. The customer can simply head to your location and grab the product.
The Loyalty Consideration
One final point to note when considering the online experience of customers is loyalty. Rewarding your brand loyalists is something you absolutely want to make a part of your strategy. Whether you offer discounts based on how much a person purchases in a given period or you give away gifts every now and again, there are plenty of little gestures you can make to increase how the public views your brand. When you don’t offer your customers anything for their attention, you may find yourself losing customers faster than you expect.
The Main Takeaway
The online experience matters more than ever when it comes to business. If you want to ensure your company sees the success you deserve, then you need to put thought behind the strategy you develop for online sales. Take time to learn more about the buy-online-pick-up-in-store option and see what you can do to make this tactic a part of your everyday routine.