Positive Web Experiences = More Online Sales
I just read a great article by Bernard F. Brennan and Edward P. Foy Junior who are Chairman and CEO, respectively, of eFashionSolutions (www.efashionsolutions.com), an e-commerce service provider that designs and manages profitable flagship web-stores for luxury, lifestyle and celebrity-brand apparel including DKNY, Oscar de la Renta, Judith Leiber, Baby Phat, Rocawear, Dereon by Beyonce and many more.
Since they include middle initials in their names, I think they’re seriously smart! All kidding aside, I do think they have some excellent points…and by the way this is Carolyn L. Gardner posting…
The article titled “The 365-Day Way toward E-commerce Success” offers retailers a ton of insight on how to optimize online operations, while driving growth and profit. Much of the insight hinges on ensuring positive visitor/customer experiences. Here’s one little excerpt for your immediate consumption:
“Because the e-commerce market has become increasingly competitive, we need to respond to customer demand by delivering the right merchandise and a positive shopping experience. Constantly refreshing merchandise will impact the customer experience, encouraging repeat visits, higher conversion rates and customer loyalty. It will also strengthen your brand position.”
That’s all true but how do you know if you’re refreshing the right merchandise to the right person at the right time? Seriously, refreshing with the wrong new merchandise to the wrong person at the wrong time could seriously backfire. Unless, of course, you address the “refreshing merchandise” dilemma through web personalization…
As I mentioned, the article talks a lot about customer satisfaction and experience. So let me share another thought (me being Carolyn L. Gardner). Beyond having superior customer service PEOPLE, why not create an online environment that offers the VIRTUAL equivalent? For example, if someone was browsing your regular brick and mortar store…unable to find what they were looking for…odds are your customer service person would reach out to them. Right? Well why is the web experience different? For example, if someone’s been browsing your site for longer than they should be without making a purchase (aka: the lost shopper), shouldn’t they get the same level of service and assistance? Once again web personalization can come to the rescue!
And then there’s the need to be flexible and ready to change plans thanks to real-time data that tells you what promotions are working/not working. The ability to turn on a dime, as they say. I hate to say it, but once again, web personalization can come to the rescue.
I think you see a theme here. Web personalization needs to be mainstream for e-commerce to be successful. I know that sounds pretty heavy, but it’s true.
Personally, I’m still trying to figure out why there isn’t more buzz on web personalization. Could it be, gasp, that retailers don’t know of it? Oh dear. I now think it’s my moral obligation to start asking this very question. Wish me luck! And send me your comments. I’d love to know what you think!
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Posted in Carolyn Gardner, Personalization, eCommerce
3 Comments
Rishi at 21:10 on November 12, 2007
Great post. I also don’t get why small eTailers don’t send emails to ‘the lost shopper’. For example if a browser did spend more time than anticipated they could send an email saying “I realize you could not find what you were looking for, is there something I could help you with?” I believe such an email will have a positive effect on the customer and even if that session does not lead to a sale it would give the shopper a reason to come back at a later date. So I agree, personalization can do wonders!
Rishi
Melissa at 15:20 on February 12, 2008
Rishi,
How would you track the email addresses of the cart abandoners? Most times they are not logged into an account, so you don’t have access to their email information.
Thanks,
Melissa
Kelly Rusk at 16:05 on February 12, 2008
@ Melissa - Some technology solutions (disclosure: like Sitebrand offers) can actually trigger on-site abandon shopping cart campaigns, if the email address is not captured, and assuming the person is still on site. (or when they come back) It’s not a perfect science, but a great solutions for those who abadon without registering.
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