Think Like the Customer (Part 2 of 2)

Think Like the Customer (Part 2 of 2)
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Welcome to the second part of our ‘Think Like the Customer’ series. Part one discussed how the customer is one step removed from the product when shopping online. To capture interest and influence buying behavior, give your products a personal touch. Do this by engaging the senses with images, copy, videos, and by showing related products.

In this article, we’ll look at how to use current customer activity to increase conversions. We will also see how to use advanced technology that lets customers ‘try’ a product before buying. The key is to personalize the experience by engaging customer attention with relevant content.

Product reviews are one of the most effective sales tools available to online retailers. A survey by Dimensional Research shows that 90% of customers say reviews influence their buying decisions. In short, real customer feedback is one of the keys to increasing conversions. So, the question is: how do you get customers to leave more positive feedback?

Earn Customer Reviews and Ratings (the right way)

Using discounts and preferential treatment in return for positive feedback is bad practice and can cause problems. Instead, ‘incentivize’ customer reviews by providing a outstanding products and unparalleled customer service. The better a customer feels about your product and brand, the more likely they are to leave a positive review. Of course, there is no harm in asking for a review after a sale. Contact customers with automated emails to thank them for their purchase and ask them to leave a review. If they had a good experience, there is a good chance they will do so. They will also be back on your site and one step closer to another purchase. Encourage customers to leave robust reviews that include:

  • Date of purchase
  • Experience with the product
  • Why they like it (Pros)
  • Images and/or videos
  • A rating (if applicable to your site)

Encourage More Effective Reviews

A glowing, 5-paragraph review is great, but not every new customer will take the time to read it. A superior review features images and/or video of other customers using a product. Customer reviews provide indirect, but potentially more effective, influence because they are not hard sales content. Robust reviews provide a real-world context that will help customers imagine their lives with the product.

It is important that reviews come from real customers. Amazon has a section in its customer reviews that verifies whether the reviewer actually bought the product. Potential customers respond favorably when they know that a review is authentic. Another important point is not to feature models or content that looks staged in your reviews. It is okay to use those kinds elements in the product description area, however.

Connect Customers with your Products

As the first article mentioned, online customers are still one step removed from the product. Provide images and descriptions that give a complete view of the product. For example, consider a jacket. Sharing a gallery of images of people wearing the jacket is great, but providing the height and weight of the wearer along with the images is even better. This will help customers select the right size and make them more confident about buying the jacket. Anything you can do to help customers experience the product will increase conversion chances.

Using advanced tech features in your app or website can also close the gap and allow users to ‘try out’ a product before buying. Visual aids like 3D models and videos can help customers imagine owning the product. Some companies even let customers try their product by shipping samples to them for a trial period. Warby Parker’s 'Home Try-On' program sends customers 5 pairs of glasses frames to try for 5 days. Getting a customer as close as possible to your product when they are considering a purchase is a powerful incentive. There is also less chance of getting a return because the customer knows they’ll enjoy the product before they buy.

In conclusion, make the online shopping experience as personalized as possible. Think about what influences you to buy, and apply that to your own marketing strategy. The results can be very powerful.

Follow Amit Bhaiya on Twitter: www.twitter.com/dotcomweavers

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