Three Scenarios That Demand High Quality Digital Engagement

Posted by
Alon Waks
LivePerson Contributor
Wednesday, March 19, 2014 - 20:25

Your website states 50% off sale items at checkout......it’s not working! Every time I try to order online there is some issue. Fix your website! I dont want to spend 20 min on the phone trying to order. I’m spending my money at [competitor brand] instead!”

This is real customer feedback I recently stumbled across on the Facebook page of a major apparel retailer. Are they talking about your brand?  67.86% of online shopping carts are abandoned due to checkout issues (Baynard Institute, 2014).  Nearly 68%! There are many, many customers out there ready to spend their hard-earned dollars, but can’t or don’t because of obstacles in completing their order. 

We know that today’s digitally savvy customers expect effortless high-quality engagement. Now, more than ever, it’s critical that businesses’ start delivering it. To help make this task more achievable, brands should  allocate resources to the scenarios when high-impact engagement is most in-demand.

Marketing, sales and service teams looking for actionable ways to improve conversions right away can start by focusing on key scenarios when customers need to connect with  you most. We’ve outlined three scenarios where customer demand for a high quality experience meets business potential for bottom-line impact.

High Impact Engagement, When It Matters Most

1.     Impress During Product Research.

Visitors looking for general information about a product category of interest are primed for a positive first impression. Remember that these visitors trust their social networks’ recommendations, product mentions from their favorite publications, and offers relevant to specific keywords searched. They’re also distracted, and are likely comparing your offering to your competitors-- perhaps in the same web browser!

Stand out by being helpful and relevant with the right content. Consider meeting general searches with challenge- or solution-based content and comparison guides, or a special offer relevant to their search to stand out from the crowd. Customers want quick and easy access to the goods they’re looking for, not to search through a maze of irrelevant content. By deploying predictive intelligence on your site, automatically track visitor behavior to determine if a visitor is getting stalled in the research process and engage them to eliminate any potential confusion or answer critical questions.

2.     Meet on Customers’ Digital Channel of Choice.

Think about the last time you started looking for an answer to a question online or on your mobile device … then instead of resolving the issue there, had to call for resolution. It’s an additional hassle, and you likely had to repeat your story to multiple contacts on the call.

Jumio’s 2013 Mobile Consumer Insights study found that while the majority of mobile device users attempt to make a purchase from those devices, 66% failed to complete the transaction on their device. With more and more  time spent on mobile, it’s time for brands to meet customers on this digital channel of choice.

Does your brand have insight into where its customers engage most often? If on-the-go decision makers are your most active buyers, are you supporting them via mobile with superior checkouts and service options? As more consumers adopt mobile shopping habits, brands need to put a mobile strategy into place that not only meets rising customer expectations, but exceeds them.

3.     Simplify Checkout.

Customers ready to purchase want immediate service if help is needed-- just like the shopper we referenced at the start of this post. When support options are limited or unavailable, customers often change their mind, or opt to explore alternatives with the competition.

Typical checkout challenges that lead to abandonment:

  • Pricey shipping costs, long shipping timelines, or hard-to-find shipping information
  • Inability to easily add or subtract items to the cart
  • Promotion codes that don’t work
  • Complicated requirements to register as a member before purchase
  • Lack of quick and easy access to a customer service representative  to field critical questions

Remember, a positive checkout experience is a milestone for the customer that encourages brand loyalty. Want more insights into more effective checkout processes? Check out this Econsultancy article—Effective Ecommerce: Tackling the Checkout Challenge.

Prepare for Impact

The three scenarios above are just a few of the common roadblocks  for brands in creating  more seamless experience. Critical touch points along the entire customer journey offer impressionable, memorable moments to engage—so prioritize these engagements. When your brand can engage during  high impact scenarios in real time, before cart abandonment occurs, you’ll meet customer intent to purchase with a completed transaction—a win-win for brands and customers.

Who is defined as a high-impact customer, and why should engagements with this select audience outrank others? Check out LivePerson’s infographic for supporting stats, or register for my on-demand webinar for a more in-depth application—Convert More Visitors to Customers: Enterprise-Class Secrets to High-Impact Targeting.

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