Buying online is at an all-time high, whether it’s because COVID-19 has encouraged people to shop from their homes, or it’s thanks to the ever-increasing platforms, options, and choices available for online shoppers at the touch of a finger. But with all this competition, how do you make sure consumers buy your product? You must shift your focus from your products themselves to the experience a customer has with your brand. Understanding consumer psychology is a must when it comes to e-commerce. Although there are many factors involved that you can’t control, there are ways you can influence the consumer decision journey for the better.
What is an Ecommerce Customer Journey?
Think about the most niche product you have ever seen. We can almost guarantee that even this product has countless competitors offering something similar. This is why understanding e-commerce customer journeys is so important.
An e-commerce customer journey is the sequence of experiences customers have with your brand. The journey spans across multiple channels, days and touchpoints, which are any moments your customers interact with your brand. By considering consumer psychology and creating an e-commerce customer journey map, you’re able to anticipate the touchpoints customers have with your brand and work towards building a seamless experience to prevent customers from falling off their journey. Touchpoints include customers clicking on your social media, landing on your homepage, reading your blog, FAQs, shopping basket page, and loads more. If customers have a negative experience with any touchpoint, there is a high chance they won’t make a purchase with you.
Building a Consumer Decision Journey Through Data
The e-commerce customer journey can be brought to life by using data to create a visual map for your brand, helping you to step into your customer’s shoes. You can learn about their thought process and identify any triggers that might affect their journey.
Before you begin, ask yourself, why might they want this product? What are their motivations? Who is it for? How have they been influenced? Why have they clicked on my website? Thinking about their thought process can give you a much deeper understanding of your customer’s persona and help you fine-tune your customer journey map.
Next, take a look at the behaviour flow of your website. Learning how customers move around your site is invaluable, as you can easily identify any pain points that cause customers to drop off the site before converting. Of course, the majority of customers have landed on your website from somewhere else, whether it’s your social media platforms, Google, advertisements, etc. It’s important to know where your customer starts their journey to understand the level of existing knowledge they have on your brand and what has influenced them to click onto your site. Using data to build an e-commerce customer journey map will help you learn about your customers, what they care about and which of your products is most relevant for them and their particular needs and expectations. Understanding your customers is key when trying to ensure a conversion happens within the consumer journey.
Implementing a Connected Consumer Decision Journey
These days, customers are looking for an online shopping experience rather than a product. Ensuring your customer can find what they’re looking for at every touchpoint with your brand is of paramount importance for your conversion rate. Consumers are looking for information specific to their needs, personalization and convenience, which is why intelligent guided selling can transform your customers’ journeys with your brand. When customers land on your website, they will instantly be engaged with dynamic questions to help understand them so information and products completely tailored to their needs, providing them with a human and personalized experience.
By using intelligent guided selling, you’ll take a customer-centric approach, helping ensure your customers can seamlessly navigate their journey. To learn how to enhance the e-commerce journey for your customers, speak to our team today, and we’ll be more than happy to assist you. Alternatively, you can read about how the Conversity platform can help your e-commerce conversions thrive.