Improving Ecommerce Customer Engagement

An engaged customer is a loyal customer. However, customer loyalty depends heavily upon trust. Improving your ecommerce customer engagement strategy will help you in both regards.Improving Ecommerce Customer Engagement

Here’s what you need to do.

Demonstrate Your Willingness to Listen

Asking for feedback is a great way to demonstrate your concern for the nature of your customer’s shopping experience. A good ecommerce theme, like those provided by Shopify permit the inclusion of a comments section. Customers can provide unsolicited feedback about your products, services and how you facilitate their needs.

Run customer surveys from time to time. Include a note with each purchase asking how you’re doing as a provider. Here’s the key though; you must acknowledge this feedback when they give it and make changes where warranted.

Otherwise, they’ll feel they’re screaming into the night and nobody’s listening.

Reward Desired Behaviors

While anyone can say thank you when a customer does something to advance your business, nothing says appreciation like a freebie of some sort.

When you ask for feedback, include an offer for a discount on their next purchase, free shipping, or a special surprise gift. This increases the likelihood of engagement on the part of your customer.

It also demonstrates your gratitude for their time and effort.

Provide Smart Customer Service Solutions

When most people walk into a brick and mortar store to browse, they’re forced to say something negative to the first question they’re asked.

Sales Clerk: “May I help you?”

Shopper: “No, thanks, I’m just browsing.”

Most of us prefer shopping on our own, without someone looking over our shoulders, or recommending things in which we have no interest. We also feel bad when we have to tell sales clerks we’d rather be left alone. This has fueled a large increase in the rise of self-service options in traditional retail as well as the growth of ecommerce.

Keeping this in mind when you design your site, you’ll want to make things easy to find and offer options like live chat to help customers solve their own problems when they arise.

With that said, you mustn’t underestimate the value of live customer service representatives (CSRs), nor should you skimp on their training. Along with the rise in self-service has come the need for CSRs to be more capable. The questions they get now are the ones that can’t be solved easily.

Encourage Membership

Dangling carrots to entice registrations is a good way to get shoppers to sign up for your site. With Prime, Amazon figured out a way to get people to register and pay to do so. Look for similar opportunities to provide an enhanced experience for people who sign up with your site.

Now, with that said, never insist they do so.

That’s a good way to get people to abandon your shopping carts. Instead, let people checkout and pay as guests. You can then offer them an incentive to register after the transaction is complete.

This helps you keep track of their purchases so you can learn their preferences. You’ll also have the opportunity to better personalize your offerings to their specific interests, which can also improve the perks you offer in your loyalty programs.

A Few Other Smart Ideas…

That’s but four of a host of ways to go about improving your ecommerce customer engagement. Other steps include producing useful content for your blog and social media presences, responding quickly and decisively to customer complaints and acknowledging significant days in their lives.  Said succinctly, anything you can do to demonstrate you value their patronage will stand you in good stead when it comes to earning their loyalty.

About Nathan Fillion

Nathan Fillion is a writer and blogger covering the small business space.