Key Digital Marketing Strategies for Optimal User Experience
In today’s markets consumers are exposed to more choices than ever before. The experience your brand presents to your customers can sometimes be a make or break for the business. According to the 2017 report Customers 2020: A Progress Report, by Walker Insights, 86% of buyers will pay more for a better customer experience. By 2020, customer experience will overtake product and price as the key brand differentiator.
The digital marketing strategies your business implements, along with your digital presence provides ample opportunities for you to connect with and satisfy customer needs. In order to improve your customer experience in 2020 try these four noteworthy digital marketing strategies.
On average, only a small percentage of website visitors become leads. Increase your odds with the ability to get questions answered by engaging in real-life conversations. It’s one of the most vital features a website can offer.
Improve Customer Conversions:
Feature live chat that is powered by someone with a mastery of the native language. Someone who has the knowledge to answer important questions right then and there. Poor language or referring queries to different customer service channels can increase frustration.
2. Think Mobile-First
Smartphone browsing has officially overtaken desktop browsing. The Ofcom Communications Market report shows Americans spend an average of 87 hours per month browsing smartphones, compared to 34 hours per month on desktops. If your site has any of the following issues, customers will leave and go elsewhere.
Readability Issues (requires pinching and zooming to see content)
Not Mobile Friendly
Improve User Experience:
Design your site with mobile as a top priority. Think about how to make navigating through the site easier. Allow mobile users to get in touch more easily. Think of ways to make the shopping experience more intuitive and pleasant, etc.
Make key customer touchpoints, like a sound that signals the completion of an action. Implement fun and pleasant minor details to make the experience more interactive and affirming.
3. Make It Personal
Making customers feel special among a sea of online buyers is key to keeping them engaged with your business. There is no better way to deliver a superior customer experience than through personalization. Customers seek immediate entry to the companies they do business with, over the devices of their choice. Additionally, they will not hold back from clicking over to competitors’ sites if they feel they are not being appreciated. From the copy in your emails to the products you suggest, providing a personalized experience strengthens the bonds customers have with your brand.
Add a Personal Touch!
Remind customers what they left in their shopping carts on their last visit.
Send coupons for related options after someone buys from you.
Use first names and relevant messages in email marketing.
Send offers for products that should be restocked by customers who might be running out of them.
4. Provide Value with Content
Keep customers engaged even when they’re not in shoping mode by adding quality content that provide answers to their questions and solutions to their problems.
These assets help make your brand an authority in your industry. Your customers will come back to you for information they can trust. Use the frequent questions or topics to drive content ideation and thrill customers at every point of the buyer journey.
Improve the Customer Experience:
Repurpose blog articles in a support knowledge bank for easy search when they’re looking for help. Send content to social media users who are asking questions related to your industry on Twitter, Facebook and other social platforms. Give website visitors with the ability to download free resources. Add additional helpful links to related content when someone requests information on a certain topic.
5. Use Data to Drive Your Decisions
To improve customer experience in all of these areas, you’ll want to use data to drive your decisions.
What are the most consistent questions customers have for you?
Make sure customer service reps know all details regarding answers to these questions. Feature live chat on pages related to these questions.
What’s the customer journey like on mobile?
How can you improve the touchpoints on the mobile journey? Devise how to combat bounce rates and increase revenue in areas where you’re getting conversions.
What personalized efforts are resulting in the most R.O.I?
How can you more effectively turn abandoned products into conversions?
What types of personalized offers result in more purchases?
What content marketing efforts provide the most value?
Think about ways to maximize content efforts on those topics, by answering new questions or providing information in new angles. Develop more content in the formats that leads and customers enjoy. Use social media data to improve how you promote content.
As you map out your customer journey, insert data you’ve gathered to identify touchpoints to improve upon and dedicate more resources to.
Implementing Key Digital Marketing Strategies
Provide plenty of opportunities for customer experience feedback. 70 percent of companies that deliver best in class customer experience use feedback, compared to 29 percent for the worst-performing companies. Let data drive your strategy, but always make sure to check in with your customers for direct feedback on their experience, too.