In today’s fast-paced and ever-changing digital environment, consumers literally have the world at their fingertips. And with more information and options available than ever before, consumer expectations have reached an all-time high. Today’s discerning consumers want it all, and offering a convenient and user-centric customer experience is no longer a competitive advantage. It is a barrier to consideration. While there will always be those few elusive brands that consumers are willing to work for, in most cases, even the most brand-loyal customers have a tipping point. They generally reach that point when unnecessary friction in the purchase process begins to outweigh their perceived value of one brand over another. And once they choose to try another brand, their loyalty can shift for good if they have a positive experience. With more and more knockoff brands, global competition and companies stepping up their efforts to woo away customers, those tipping points are sure to become easier to reach if brands remain complacent.
So how can you offer more convenience for your customers and ensure they remain brand loyal? While there are many different paths and definitions of convenience, following these digital best practices can help to put and keep you in the consideration set.
Memorable brands are memorable because they’re always around us—in the background of our lives as we go about our day. We don’t always remember where or when we saw them. We just know they’re there. And because they’re always there, we trust that they’ll be accessible when we need them.
- Digital display and retargeting enable you to be where your current and future customers already are. Through custom digital display targeting by audience and geo-targeting down to a micro level, you can now use almost surgical precision to zone in on those who are most likely to buy your product. This is ideal for building and maintaining brand awareness. Once they’ve viewed your message, follow them with retargeting. You’ll stay top of mind in a world of distractions and make it that much easier for them to pick back up where they left off in their search.
- Speaking of search, if you’re not on the front page of Google when consumers are searching for you or your products, you’re not only NOT accessible, you’re practically invisible. Less than 10% of searchers will advance any further. Investing in SEO and PPC will ensure your customers can find you more easily and quickly when they need you. Make consumers work too hard to find you and, yep, you guessed it—they’ll stop searching when they find your competitor.
Have a Quick Path to Purchase
Once you’ve gotten a consumer to consider purchasing your product or service, can you close the deal quickly and easily or will they get annoyed with your process and slip through the cracks?
- Having an easy-to-navigate website that is responsive to multiple devices is imperative in today’s marketplace. Today’s consumers expect a seamless Omnichannel brand experience and have no patience for sites that are difficult to navigate or not mobile-friendly. Make sure you understand your customers’ multiple paths to purchase and your site is adaptive and accommodating to those paths.
- User experience testing can help you evaluate whether consumers are finding what they need on your website or if they’re struggling to make a purchase. By observing how consumers navigate and use your site, as well as where they’re abandoning, you can learn how to structure so consumers can find what they want in a more convenient format.
- Don’t have a direct-to-consumer business model? You don’t get a pass here. You can and should still help potential buyers find what they need. Implementing retailer location maps, referral tools and easy-to-access links to your channel partners’ sites can make the difference between a conversion for your brand or your competitors’. Work together with your partners and distributors to make this a priority. You’ll both benefit and the more seamless the transition from site to site, the better.
Make it Personal
With more consumer data available than ever before, there’s really no excuse to not give your customers a more personalized experience. When offerings match consumer preferences and needs, the overall process becomes easier and they’re more likely to come back.
- Email marketing is still a highly effective conversion tool that enables you to serve promotions and product offerings that are tailored to your customers’ personal preferences and buying trends. By keeping time-crunched customers aware of the latest sales and promotions and serving them with highly relevant products and content in a frequency delegated by them, you’ll make their interaction with your brand more convenient and help keep them engaged.
Ready to get started? Click here to talk with one of our digital strategists about implementing these best practices for your brand.