Ecommerce is an ever-changing way, but there are still some points that aren’t considered as much as they should. Let’s find out which ones and how to improve them.
You know when you go to an online store and fill the cart with all the products that interest you, but at the time of payment you look at your list, you get a huge sense of guilt and you decide to eliminate – almost always – at least one or two products?
Here, this is the moment of payment experienced negatively. Usually, you have second thoughts, you begin to re-evaluate the purchases you are about to make.
Purchases on e-commerce
Purchases are not always completed on e-commerce. And if you think that the cart abandonment rate only depends on the difficulties with the checkout, you are wrong. There are also psychological reasons that affect the final purchase decision.
This is what could happen to your potential customers too, they too could experience the moment of payment as a negative one. In reality, there are deep cultural reasons, deriving from the fear of indulging in unnecessary purchases, considered waste because they are not useful, not functional.
These thoughts all flock to the customer’s mind as he gets to his wallet.
Even concerning physical stores, it is advisable not to abandon the customer at checkout, but to accompany him and reassure him, telling him that he has made a good purchase, useful or beautiful. Until the customer leaves the shop, it would be better not to let go of him even for a second. And that’s because doubts are a best friend of guilt when shopping.
The best thing would be to transform the act of paying into an “invisible”, almost imperceptible one.
The Topic Of This Post
- 1 Invisible payment to enhance a good customer experience
- 2 Customer Experience: from invisible payment to customer pampering
Invisible payments to increase a good customer experience
The goal is to ensure that the moment of payment is not perceived by the customer. If we look at Amazon’s logic, for example, we realize that the moment of payment now takes place very immediately. At checkout, there is a direct link to the account, where the card number is no longer even requested.
Everything is quick and easy, especially painless. The address is already in memory and all you have to do is proceed. It’s a matter of no more than 2 minutes and you don’t even notice you’ve made a payment. It is almost invisible, it cannot be subject to any doubts on the part of the customer.
In the same way, it should happen on e-commerce, so avoid the checkout in several steps and proceed with the payment with an account directly linked to the account or PayPal, making the moment of payment as little as possible subject to second thoughts.
Other factors make the customer experience optimal. Let’s see in the next paragraphs which ones.
Customer Experience: from invisible payment to customer pampering
The customer must be pampered. No one in the world would ever go back to buying from the shop where they were treated badly or with little consideration unless they want to take Pretty Woman-style revenge. But the 90s have long since left us and so have the Hollywood dreams attached to them.
Things are very different today. Customers are aware of their possibilities, they know where they need to go to make their best purchases and it is certainly not the price that brings them back to a store, but the experience they experience.
Customers must feel unique
It is very simple as a concept, but who knows why you forget to apply it in most cases: the customer must make him feel unique and alone.
Now you will think: but if I have an e-commerce with more than 10,000 products and 100 purchases are made every day, how can I personalize my customer’s experience?
No one has ever said that launching into the e-commerce world was easy or that it worked less, proof of this is the e-commerce managers who spend hours figuring out how to improve their service.
The secret is to automate the processes, streamlining the phases of e-commerce management as much as possible and thus dedicating oneself to the customer.
This means that all those internal operations, such as catalog management, product updating, product loading, etc. they should no longer be thought.
Likewise, everything that comes with it as inbound marketing activity should already be pre-established and automated. The cycle of mail nurturing, follow-up emails after purchase, and everything that follows should be integrated.
Pre-purchase phase
Both the pre-purchase phase and the one following it should be guided. The customer must not feel abandoned to his fate. The automated tracking emails could be accompanied by a cycle of personalized emails, about how to wear that garment, for example.
Follow the customer even after, perhaps with informative emails on how to use the product, or with in-depth articles on the characteristics of the product or even the whole series of “How to” style articles:
- How to fix x if y happens
- 7 secrets to cleaning x effectively
- How to do if x doesn’t work
- How to wash x and avoid halos
Therefore, think of all the cases in which the product or the garment can break or get damaged and take precautions already with a series of articles dedicated to the individual customer.
Personalization: the key to success.
In this way, there are two things you do: you make the customer feel unique, you take them to visit your medicare blog where you can recommend other related products and maybe do upselling.
What I have just given you is just an example, very simple, but which can work very well and which can make the customer experience optimal.
Result? The customer will return to your e-commerce to buy and this is because they know that you will not abandon them.
In reality, huge strides are being made regarding the payment phase and the customer experience. And this is because it has been understood that the future of shopping is mainly online, it will be e-commerce that will dominate the economy in this sense.
IDEAS
We entered the order of ideas that omnichannel must be part of us and now our online reality is continuously connected with the offline one. And vice versa. Consequently, establishing a good relationship with our client becomes fundamental if not an implicit imperative. If we want the customer to return to e-commerce, we must make him feel welcomed and followed.
This may be considered an ancient concept, but it is very current. People never buy the products, but the experiences that will come from them. If you add an excellent customer experience to that, we are on horseback.
