CRM Metrix presents E-commerce Best Practices derived from… PAST Listening & Learning PRESENT Leading in the FUTURE Shaping the
The Re-commerce™ Solution is a 3-Phase Approach 1.) Listen from PAST experiences 2.) Learn what is applicable in the PRESENT 3.) Lead into the FUTURE
HISTORICALLY SPEAKING… There are Six areas of abandonment identified by the CRM Metrix Re-commerce Solution: Only through our history and digital experience at CRM Metrix are we able to bring these E-commerce Best Practices forward…
10 E-Commerce Best Practices CRM Metrix
READ and CONSIDER and RECONSIDER… To facilitate the decision-making process, provide a… …compare and contrast feature Best Practice #1
Consideration happens when prospects are in researching mode: Help ‘em! “A chart comparing the features of your product to competing products would be helpful” “I would have liked to see product comparison charts with other brand names” “Show a matrix that compares the features and justifies why the price is the best deal.” Abandonment Category Customer Outcome Business Outcome Business Rule Builds consideration by viewing product benefits Avoids abandonment to a competitive site
RE-WRITING HISTORY Avoid making the same mistake as others. Communicate where to buy products OFFLINE Best Practice #2
The researching mode may not always lead to an online purchase:Guide ‘em! Even though the focus of E-commerce sites is to buy online, some individuals use the site only for researching purposes. 2 Types of communication needed: International locations
“Wanted overseas shipping option“
“I prefer to purchase in store”
“Want to go try the product in-store ”
Abandonment Category Customer Outcome Business Outcome Consumer Behavior Allows purchase intent to turn into action, offline instead of online. Avoid losing offline revenue to someone else.
History is a science and… science is built on history. Offer a product recommendation tool that uses a scientific approach Best Practice #3
Shopper characteristics and history are a prophet for the future: Study ‘em! The underlying DNA of search (the search history) gives strong indicators of what the customers’ interests are in real-time format. Abandonment Category Customer Outcome Business Outcome Business Rule Help visitors find what they are looking for, reducing search efforts. Potentially up-sell and cross-promote products.
Inertia is the first law of history. Provide as few clicks to PRICE as possible. Best Practice #4
Continue seamlessly down the purchase decision funnel: Move ‘em along! Do not allow visitors to spend time researching price and needlessly entering into the shopping cart process when purchase intent is low.
“I don't like to get lots of information about a product without knowing the price.”
“Disclose the price up front. No one likes going through a process without knowing the cost of what you will be buying.”
Abandonment Category Customer Outcome Business Outcome Business Rule Consumers are able to arrive at the products quickly and efficiently. Provides up-front communication to customers, building the B2C relationship and alleviating abandonment rates as visitors do not enter into the shopping cart process.
Historyis a mess that we must organizeto find meaning and purpose. Provide an easy-to-use classification structure Best Practice #5
Conversion occurs when visitors are pointed in the right direction quickly: Keep ‘em organized! Maintaining products in a classified structure alleviates frustration for prospective customers. “I don't have all day to find these things!” “Divide items into more logical categories” “More detailed menus so I don't have to load each page” Abandonment Category Customer Outcome Business Outcome Site Usability Allows the end user to find relevant information in an efficient manner. Alleviates dissatisfaction among the customer base and helps encourage transactions.
Throughout history, the least initial deviation from the truth is multiplied later a thousand-fold. Show product AVAILABILITY up front Best Practice #6
Keep your promises…but if you can’t, inform ‘em! Be sure to have featured products available or at the least be up front and honest if you do not, rather than sending visitors through the check-out process. Have the ability to notify the customer when an item is unavailable or backordered, as visitors went through the trouble of coming to the site. Abandonment Category Customer Outcome Business Outcome Expectations will be better managed, as customers won’t be let down when the product is not in stock. Equity will be maintained and customers may just hang on even though the product may be delayed. Merchandizing
Best Practice #7 Offer MULTIPLE payment options The strongest influencer of history lies in human choice.
If you don’t provide visitors with a hassle-free shopping experience, someone else will: Capture ‘em! There are many payment options out there that will help to capture the sale. Abandonment Category Customer Outcome Business Outcome Consumer Condition, Shopping Process Removes the burden from online shopping and provides the customer with money management options. . Increased conversions
teaches everything, including the FUTURE. Collect a CRM Database Best Practice #8
Keep in touch with future prospects:Use ‘em or lose ‘em. Taking a proactive approach and reminding customers about past intentions is sometimes met with a friendly response. Abandonment Category Customer Outcome Business Outcome Business Rule Allows the customer to feel connected with the brand and is an informative way to build brand value. Enables ongoing communication, provides a re-engagement and reminder platform, and increases potential conversions.
CAUTION CAUTION CAUTION: CAUTION CAUTION CAUTION HISTORY HISTORY HISTORY HISTORY CAUTION CAUTION CAUTION CAUTION CAUTION DOES DOES DOES DOES DOES DOES CAUTION CAUTION CAUTION CAUTION CAUTION REPEAT REPEAT REPEAT REPEAT Add an order history Best Practice #9 CAUTION CAUTION CAUTION ITSELF ITSELF
When the time is right, remind ‘em. Keeping records of the visitor’s history will be helpful for the business as well as the shopper. Allows the visitor to view entire order history with purchases and product details. Allows the visitor to edit, rename and delete list of favorite items created. “List items bought in the past, either online added by you, or an in-person area that can be updated by me.” Abandonment Category Customer Outcome Business Outcome Business Rule Simplifies the order and re-order process and serves as a reminder to visitors. Helps to build a rich CRM profile to feed into the CRM database, providing historical customer information.
The PAST is the best predictor of the FUTURE. Employ a response targeting technique Best Practice #10
For a second chance at success, hang on to ‘em! Do not lose the opportunity to re-engage with visitors based on their abandonment reasons or immediate needs. 54% Re-engagement into site after clicking through from response stimulus Abandonment Category Customer Outcome Business Outcome Business Rule Customer expectations are met. This is a second opportunity to make the sale and dissuades defection to competition.
Be there when the time is right
Be a customer service platform
A sense of human intelligence should be reflected within the E-Commerce experience. What E-Commerce history has told us:
The Future is still Unwritten… Increasing conversions is more often than not in the control of the brand, not at the hands of the customer. Studying best practices reveals that: is the abandonment category that typically hinders E-commerce purchase transactions from being completed. BUSINESS RULES
The FUTURE is within your reach! Re-examine the Business Rules to align with customer expectations!