Engaging with customers can sometimes feel like trying to hit a moving target. Even if they’ve already made a purchase from your eCommerce store, so what?
The world of eCommerce is packed with options – great for your customer, hard work for your business.
But boosting customer engagement isn’t a mysterious thing that only big brands can achieve. Far from it: here’s how you can keep people hooked.
Make customers the heroes of the story
Stay with us here, this isn’t as fluffy as it sounds. Using the well-honed StoryBrand concept to put your customer at the center of things – and not your company – is a critical marketing move.
Know how to tell your brand’s story in the right way, and you can design your eCommerce store to hook people in and ensure engagement up to (and beyond) that first purchase.
1. Clarify your value proposition
Hit people with your ‘why’ as soon as they land on your website. They need to know what your store can give them, so say it with a bold, clear value proposition.
This is at the root of customer engagement. Once people know why your store exists, it’ll set them on the path to purchase.
2. Show what problems your store is solving
Every eCommerce entrepreneur knows that their product needs to solve a problem, or scratch an itch. But is your customer convinced?
Be transparent on your website about what your eCommerce store can deliver. Start with a simple call to action beneath your value proposition, and go from there.
3. Give proof that you’re worth it
You need to give your customer some spoilers – show them where they’ll get to by shopping with you. Once they’re excited about the outcome, they’re engaged.
Use reviews, industry accolades, and aspirational imagery to persuade people to shop with you. It’ll build trust, and hopefully hook them in.
Ensure a smooth user experience
We don’t have to tell you that competition is fierce. If a customer’s experience of your brand is anything but easy, what’s to stop them from shopping elsewhere?
Wherever people have visibility of your eCommerce business, make sure that they’re having a great time. Nothing stops engagement in its tracks like sloppy user experience.
4. Eliminate common frustrations
Have you overloaded your checkout page with too many required fields? Are your call to action buttons invisible? Do you need to cut down on using popups?
Consider what functions (or lack of) will frustrate users on a shopping journey. Stress test your eCommerce store to ensure people want to stick around.
5. Optimize your site for mobile devices
It’s estimated that nearly 73% of eCommerce transactions will be made using mobile devices this year. If your website isn’t mobile friendly, that’s a lot of lost engagement.
Capitalize on the rise of mCommerce and make sure your store is ready for on-the-go browsing – just a tip, all Zyro sites are optimized for any device.
6. Be an omnichannel brand
Whether it’s mobile sites or social media platforms, the absolute best way to give people a fully integrated, fluid experience of your brand is to become omnichannel.
Any breaks in the chain will dampen customer engagement, so make sure people can see and use your store anywhere.
Maximize your social media channels
Although those pesky algorithms will keep you on your toes, social media platforms will probably be invaluable to the success of your eCommerce business.
You’ve got global reach, instant communication, and tons of diverse ways to engage with your target audience. Turn your attention to how you manage these channels.
7. Post consistently
It’s not just what you post, but when you post that matters. You can’t just fire out one photo and a few likes each month, oh no. Success on social media means consistency.
The more present you are, the easier it is to engage with your followers and make them feel invested in your brand.
8. Create a sense of desire
Use visual platforms like Instagram and Pinterest to share your products with people. This is a valuable tactic to boost excitement about a new launch, or reinvigorate existing items.
Posting product photos can help to drive engagement beneath your posts from shoppers who are familiar with your brand, as well as new, intrigued leads.
9. Repost user-generated content
This is a tried and true approach to spiking engagement on your feeds. Sharing the content that your followers have already posted works out well for everyone.
You get fresh content, the customer feels valued, and new followers will likely be reassured. This is one of the key ways you’ll build credibility.
Involve and empower customers
Beyond reposting user-generated content, you can take other steps to make your customers feel a part of your company’s community.
There’s power for you in opening up the lines of communication to people. It’ll humanize your brand, as well as guarantee longer-term engagement.
10. Run contests or giveaways
If you want to rapidly grow your follower count, host a giveaway on social media. Ask users to comment on your post, like it, and save it as a way of entering the contest.
Bear in mind that this approach is somewhat superficial. It’s what you do after you’ve boosted your visibility that counts.
11. Encourage and post reviews
Hands up who reads reviews before making a purchase? Chances are, if you’re new to the product, you’ll rely on other people’s feedback before parting with any money.
Ask your customers to rate their purchases – you might not love what everyone has to say, but it’ll help you out. Plus, it makes shoppers feel involved.
12. React to negative feedback
That is, in a positive, timely way. Shutting the door on unhappy customers isn’t going to make the issue go away, and it’ll ruin your chances of turning the situation around.
Engaging with negative feedback is a crucial part of overall engagement. It impacts brand credibility as well as customer lifetime value.
Pull straying customers back in
Sometimes you just have to let go. Once you start to understand your customer segments, you’ll realize that there’s no value in chasing every single lead.
That said, there are plenty of ways to re-engage shoppers who have lost interest or enthusiasm. If they’re worth the effort, you can often win them back.
13. Send cart abandonment emails
Cart abandonment happens for many reasons, and averages out at around 70% – staggering, right? That’s why automated reminder emails are vital.
When customers leave your online store before hitting the checkout, set up a triggered email to encourage them back. Maybe sweeten the deal with a discount code.
14. Offer wish lists
Wish lists are more than just fantasy shopping carts. Maybe customers are waiting for payday, or they’re guiding family and friends on what gifts they’d like for a special event.
This gives you a great opportunity for you to keep the customer coming back to your website. Plus, it could drive new traffic to your store.
15. Set up a loyalty program
Even if it means buying 9 coffees, being able to claim the 10th coffee for free is somehow always worth it. Loyalty schemes are key to shopper engagement.
Incentivize your customers to earn points or freebies when they shop with your eCommerce business. It’ll pull them in for the long haul.