Efficiency Projects - While it’s never a bad time to invest in projects that empower your customers and make their buying experience easier, today that’s more important than ever. Developing mobile apps, self check-outs, improved check-out flows, and better payment processor technologies not only gives your customers a sense of control over their user experience but helps them complete the purchasing process with greater ease.
Emotional Connection - While inflation is forcing consumers to be more deliberate with what they buy, there are certain things you can do to make purchasing from you more likely. Enable customers to purchase through emotional connection, oftentimes starting through social media. Consumers will discover your product or service through Instagram or TikTok and let their emotions guide their purchase behavior. You can also provide direct access to customer service reps via text or chat functionality. The idea is to remove any additional barriers that could get between the consumer and making a purchase, and leverage the power of emotion.
Data Infrastructure - Getting your data infrastructure to a point where it’s consistently reliable and trusted can provide you with an invaluable, comprehensive picture of how your customer behaves online, in-store, and on mobile. The insights that you will gain by looking into and leaning on your data will allow you to easily test which, in turn, will help you make more informed business decisions and improve your customer’s user experience.
On-Site Testing - A/B testing and conversion rate optimization are always critical to eCommerce success, but this year even more so. Test the elements that pose the biggest barriers to purchase throughout the consumer journey, such as shopping cart design, promotions, and payment options. With consumers taking a more cautious approach to spending, promotional messages may play a more prominent role than it has in the past. Aggressively test different kinds of offers—everything from buy one, get one (BOGO), to a percentage off versus a specific dollar amount off.