Sunday, January 19, 2020
marketing

5 Tips to Creating a Seamless Omnichannel Shopping Experience for Your Ecommerce Site

Seamless Omnichannel Shopping

Businesses with an established omnichannel strategy retain about 89% of their customers.

With such a high customer retention rate, you are bound to experience massive breakthroughs in your business when you take on an omnichannel strategy.

That’s because your loyal customers are four times more willing to refer your brand and products to their friends and family.

Considering how these statistics and facts are backed by intensive data gathering and research, ecommerce store owners should be paying close attention to these numbers.

To help you create a seamless omnichannel for your ecommerce business, allow me to share with you these five tips.

1. Find Where Your Customers Are Hanging Out.

Creating an effective omnichannel strategy doesn’t mean being present in every single channel there is.

Instead, it’s ensuring that you build a presence on the channels your customers frequent.

For that, you’ll need to have a clear understanding of where they usually shop, what devices they use throughout the process, and what platforms they use. 

You can find this information by going to your Google Analytics account under your Source/Medium reports. 

The data here will give you an idea of how your customers find your online store. More importantly, it’ll show which channels are driving the most traffic to your ecommerce site.

These are the channels you should be gunning for when creating your omnichannel strategy.

2. Put Value On Context, Not Just Content

We’ve all heard the saying, “content is king.”

While almost anyone would easily agree with that statement, it’s worth pointing out that without context, you’ll be hard-pressed to convert your visitors into customers with your content.

Because a “conversion” is essentially the type of action that you want your customers to take — you’d want your content to be tailored to your audiences’ situation as it relates to your goals.

By giving as much emphasis on context as you would on creating content, you can improve your conversions drastically.

To give you an example of how this works, consider the product recommendations that you’re showing to your audience.

Are your product recommendations based on the previous products that they looked into or their browsing history?

Are you recommending products that are related to the content that they previously bought?

If you aren’t, and you’re just showing them bazillions of random products, then there isn’t much context to the content you’re sharing with them.

You’ll notice that ginormous ecommerce stores like Amazon are into recommending products with context.

Did you notice the parts where it says “Sponsored products related to this item” and “Customers who viewed this item also viewed?” That is context, right there.

If an established store like Amazon is putting premium on context, then shouldn’t you do the same when setting up your omnichannel marketing?

3. Segment Your Audience Based On Their Buying Journey

If you’re using emails as one of your channels in your omnichannel strategy, it’s crucial that you properly segment the people in your email list based on where they are on their buying journey and their interests (among other things).

Not only does this help you personalize your content, making them more valuable to your customers, but it can also increase your conversions.

For example, you can create a segment for people who created a wishlist in your ecommerce site. As you isolate these groups of people, you can then retarget them with products that they added on their wishlist. You can retarget them either via email, FB ads, or other marketing methods.

Because you segmented your list, you know that your retargeting campaign has a lot of relevance.

You aren’t just sending a generic one-size-fits-all email to everyone in your list, you grouped them together, and came up with a retargeting campaign based on their wants.

4. Make All Your Customer’s Touchpoints Shoppable.

One of the secrets to a seamless omnichannel shopping experience is to make it convenient for your customers to buy — whichever channel or device they use.

That means if they found you on Instagram, they shouldn’t have to go back to your ecommerce site to buy the product they want.

This is what Nordstrom did with their Instagram account. Rather than directing their customers to their online store, their customers can now tap on the post, choose the item they want to buy, and purchase it.

All of these happen without the customer having to leave Instagram.

Facebook and Pinterest now also allow online retailers to provide this same shopping experience on their respective sites.

5. Create A Seamless Online And Offline Omnichannel Shopping Experience.

If you’re selling your products on your ecommerce site and a traditional brick-and-mortar store, it’s crucial that you bridge the gap between these two.

Doing so ensures that your customers continue having a positive shopping experience.

For example, you can allow your customers to buy your products from your ecommerce website and then pick it up from your brick-and-mortar store.

It could also be the other way around – Your customers browse through your store to check on what they want to buy and create a wishlist in their account by scanning the products’ barcodes.

When they’re ready to buy, they can then complete the purchase by logging into their account on your ecommerce site.

Creating a seamless omnichannel shopping experience leads to more sales and loyal customers.

Implementing an omnichannel strategy is more than establishing a strong and visible presence on multiple channels online and offline.

It’s about creating a smooth connection across multiple channels and devices, resulting in a positive shopping experience for your customers.

The five steps shared here are the basics to help you create a seamless omnichannel shopping experience for your ecommerce site. 

Combine this with providing your customers with quality products and customer service, and your ecommerce site will eventually grow and become successful.

What is one tip shared here that you’ll be applying today to your omnichannel strategy? Share it in the comments below.

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