Hollie Tudor-Smith of Dragonfly Creative outlines the importance of marketing during these challenging times, with some tips on enhancing your customer's experiences online.
The global pandemic of COVID-19 will be one of the most memorable events of 2020 and likely for the whole decade. The virus will have implications that could potentially change the way we work, socialise and even spend money. For example, TNS data showed that during the SARS outbreak shopping for non-essentials dropped, especially at shopping centres and department stores, with the most severe negative figures in Taiwan (-44%), but also in China (-38%) and Hong Kong (-30%).
With this in mind, UK consumer spending is already increasingly moving to online platforms. Statista previously noted that by 2021 roughly 93 percent of UK internet users are expected to do online shopping, the highest online shopping penetration rate in Europe.
While the first blog in this series looked at tips for boosting a company's social media presence, this second one looks at enhancing customers online experience.
How can we prepare for online customers?
Do you remember a time you experienced great customer service? Did it leave a lasting impression? Maybe you told your friends that the experience made you happy and satisfied?
Your business' relationship with its customers is about understanding their journey to maximise their experience and outcome for your organisation. From the moment a customer looks at your products or services to the moment they physically purchase them, they should experience a simple, easy and supportive process. Forbes has noted that 'companies with a customer experience mindset drive revenue 4-8% higher than the rest of their industries.'
A marketing tip that can boost your business
Enhance user experience
This is a great time to work on your online customer and user experience. It is very important that your audience is able to engage with your brand name, your brand values, and your product or service easily and quickly. This will enable your customers to build a lasting relationship and trust in your company.
In addition, your audience will be more interested if your brand is offering a unique user experience. Customers no longer just base their loyalty on price or product, but instead stay loyal with companies that offer a good experience. These are eight things you should consider when trying to boost your online business:
1) Interact with your customers on multiple channels
In a report by PWC, the number of companies investing in an omni-channel experience has increased from 20% in 2010 to more than 80% in 2020. So make sure customers can find you on multiple social media platforms, via a website and in business directories.
2) Ensure your website is mobile friendly
It takes 0.05 seconds for a user to form an opinion about your website that determines whether or not they like it and whether they will stay or leave. 50% of users will not bother to use a website if it isn't mobile-friendly. Ensuring your website content fits a small screen has become increasingly important and represents best practice in digital marketing.
3) Use images
Visual data is processed 60,000 times faster by the brain than text. Using photos and images is essential to set the tone of your brand, keep people interested and get your message across quickly.
4) Keep your website content short
Users spend an average of 5.94 seconds looking at a website's main image. So make sure your communications are clear and to the point.
5) Listen to customer feedback and react
25% of consumers utilise one to two channels when seeking customer care, so make sure all your channels have up to date feedback links. Also make sure you respond to customers who provide feedback within a short period, inline with any commitments on addressing feedback that you make.
6) Clearly show all contact channels
88% of consumers who search for a type of business on a mobile device call or go to that business within 24 hours. So dont miss out on business because your contact deals are not clear and highlighted.
7) Be consistent
Nearly all customers have multiple channels and devices available to them when researching or buying a product online. In the UK, more than 60% of online adults use at least two devices every day and nearly 25% use three devices. So be consistent on all platforms, ensuring they all use the same branding guidelines and have identical messages.
8) Constantly maintain and up-date information
Keeping you customers up to date will engage them in your brand, raise your companies awareness and keep them interested.
While these are just a few ideas to get you started, keep in mind that 88% of online consumers are less likely to return to a site after a bad experience. In conclusion, everything tells us that bad website design, outdated aesthetics and low usability are major credibility killers.
To further enhance your user experience, why not send out a survey to loyal customers and find out how you can help them have a better experience with your brand online.
This article on enhancing customer experience online and is the second in a series of marketing tips, prepared by Hollie Tudor-Smith of Dragonfly Creative. If you have any questions or need support during this difficult time, then please contact the Dragonfly Creative team on 02920 782 873