Customer experience (CX) management has become an imperative for digital marketers. This chapter looks at how events in the past few years, including the Covid-19 pandemic, have changed the game by transforming customer behaviour and expectations. Rapid change and the need to double down on CX Covid-19 has served to accelerate a number of customer-related […]
With the need for organisations to respond to rapidly evolving markets, shifting consumer behaviour, new technologies and higher levels of unpredictability brought on by the pandemic, there has never been a greater focus on CX strategy and execution. These unfolding contexts are bringing a heightened need for customer experience management and implementation to deliver real […]
Sam Richardson is a consultant at Twilio. She describes the team’s focus at the customer engagement platform, as “firmly on helping our [clients] to understand the importance of developing deeper relationships with customers.” “We’re working with them to encourage a mindset shift,” she continues, “from thinking about one off transactions to how they can earn […]
Ecommerce capability, strategy and execution are ever evolving. As technology continues to develop, new models, channels and possibilities are emerging, providing organisations with more options than ever for reaching, engaging and selling to consumers. As software-as-a-service models proliferate, sophisticated technology-driven capability is becoming democratised, giving businesses of all sizes access to advanced tools and changing […]
Ecommerce teams must consider customer retention when designing experiences. The ability to retain customers makes a business more resilient, while monitoring metrics that indicate loyalty, such as average order value and customer lifetime value, can inform communication strategy, making marketing more efficient. This chapter looks at strategies for promoting customer retention, as well as how […]
An understanding of the customer, including who they are, how they behave and what they seek when they visit an ecommerce site, is crucial for creating experiences that delight and convert. This chapter outlines the key considerations when it comes to collecting, handling and acting on customer data. Customer data The value and application of […]
After the product page, the customer reaches the point of sale. This chapter outlines the most important considerations for ecommerce teams building shopping baskets and checkouts that convert. Shopping basket The shopping basket page should not place any barriers to conversion in front of the customer. It should include a detailed but easy-to-read product summary […]
Often the site for decision-making, the product page is one of the most important considerations for ecommerce teams. This chapter looks at best practice for putting a product page together, after looking at the role of content hubs in in the customer journey. Content hubs Content clearly plays a key role in driving conversion through […]
This guide has so far considered the early parts of the customer’s journey online, but what exactly leads to a conversion, and what steps must brands make to optimise the conditions that drive visitors to convert? This chapter looks at conversion rate optimisation, explains how conversion rates can be calculated and considers the factors that […]
With the principles of persuasion now in mind, it is time to think about how to apply them to the ‘digital shelf’ in order to convert visitors to the website. First, however, it is important to consider where visitors are coming from. Customer acquisition Ecommerce revenue is driven by three key factors: visitors, conversion and […]
Understanding how customers can be persuaded to move towards conversion at different points in their journey is crucial in ecommerce. This chapter outlines the six key principles of persuasion, set out by psychologist Dr Robert Cialdini, and looks at how they can be leveraged in a typical customer journey on an ecommerce site. Principles of […]
Alongside establishing a solid operational set up for ecommerce, and a clear strategy for generating demand, it is essential to convert that demand and maximise value to realise the true potential of ecommerce. This requires a coherent strategy for generating customer value propositions, an understanding of how user experience and conversion principles can be deployed […]