Keep everything simple when optimizing every touchpoint of your customer journey. Know that simplicity is the key to a great customer experience and the DNA for that great brand experience. Your product may be regarded as highly complex in terms of digital capabilities but it should offer solutions that are tailored to the users. The goal is to make their lives easier by making everything simple and user friendly. Nobody wants to spend one month not even an hour learning about your website navigation and specifically not sitting and learning about how to use your product. In a world crowded with AI supported program of experiences, clarity still provides the ultimate value in customer service. Yet, while clarity can be an absolute point of competitive differentiation in terms of time saved, the surprise of keeping everything simple does not fail to deliver delight. Given that technology has increased the speed and volume of information at an exponential pace, understand that people nowadays feel having less free time for almost anything. Although the channels and touchpoints through which a brand is experienced may change over time, still you should give this lens of simplicity a thought because it will definitely help in determining how you may add and deliver value. Faced with a constant stream of choice and access to a universe of online information, people tend to seek simplicity and clarity to finished a single task in less time preferable in seconds.
Why do people abandon their carts? According to Baymard Institute, nearly 70% of online shoppers abandoned their carts in 2021. If your process is too long or complicated, they might feel a range of emotions at every stage probably frustration, especially when they perform multiple clicks to reach their goal instead of one. The customer touchpoints represent important interactions that occur along the customer’s journey. Determining the pain points to your customer journey map helps identify which stage a customer is experiencing negative emotions and know how you could help them overcome the pain by improving what seems to be hurting on that particular touchpoint.
A touchpoint is that specific point in the customer journey where the business comes in contact with the customer and where the experience helps the consumers form an opinion about the product or service including the buying process. Understand that your brand exists beyond your marketing materials. It is important that you can identify the different pain points in each touchpoint to uncover opportunities for improvement in the buying journey. Get to know what roadblocks are stopping your customer from making their desired action and why some abandoned their carts.
Customer touchpoints are typically recorded on a customer journey map. Inquiries and conversations with company representatives or customer service is the most direct point of contact you have with your in-person interactions. These conversations that oftentimes take place either online or inside the store have an immediate impact on the customer’s purchase decision. Attitude and the quality of information shared during the conversation are factors that you should consider when mapping out your customer journey. Do you know that the emotional driver of each of your customer’s actions is usually caused by a particular problem? If you cannot give a clear, simple explanation with your business best face forward, then the problem can be your choice of hiring the wrong person for the job.
Whatever choice you make, you can always change your fate. Good decisions come from experience and experience comes from bad decisions. Decisions are generally about actions that are expected to take place in some future desired situation and yet many haven’t realized that speed is not necessarily an ally of good, effective decision making but literally having sufficient information. Psychological traps are likely to undermine business decisions and one of them is perspective which often results in decisions that were flawed at the time they were made. The art of strategic thinking is more about experience and learning from it.
One of the best practices that I found in online marketing are the nice looking glossy catalogs that were uploaded with the option of a one click easy download button where the business provides an image of the product coupled with an enticing description that gives the customer everything they need to know about a particular product before making a purchase. Clear experiences are easy to notice and navigate. Creating them makes people better understand what they are having at the moment as well as help them decide what actions they need to take and how.
People live in a noisy world with lots of information competing for their attention and distractions. In fact, choices should not be as difficult like math. The cue here is as pretty simple as please don’t make me think. As a marketer, you need to understand that people can only use the information they noticed and not the whole bunch of flyers you send to their end. Indeed, nobody counts the number of ads you run but only remembers the impression you make. This may lead you to asking yourself – what makes an experience great? And by using some helpful analytics and customer surveys, you may be able to get the correct answer.
Customer needs don’t go away after a purchase is made. In fact, some customers have additional needs once they start to use your product. A repeat purchase won’t be so bad at all. If you are on the right track, then keep doing what you’re doing, just make smart decisions. I guess the basic technique would be the art of designing the experience with the help of a little psychology and behavioral science. The first step is to frame communications so you can drive customer actions and make it an additional section on the customer journey map. Design decisions. Make it easy. Make it attractive. Make it social. Make it timely.
All purchase decisions comes with the need and your timely offer to satisfy that need. In fact, each time a customer buys from you, you should always give them an after sales service. Speaking about after sales service, giving a free one can be most appealing. Repeat purchases should be the one true goal of your after sales service. Influencing the post purchase behavior can be a means to get them back to the whole process less the cart abandonment. Analyze the whole customer journey. Find areas for improvement. And yes, efforts would be less intense if you use a scorecard to help pinpoint problems whenever an experience is broken on the journey.
Because influencing post purchase behavior leads to repeat purchases or bad reviews, the scorecard should act as a good guide in attaining your KPIs. Satisfied customers buy more while the dissatisfied customers buy less and sometimes post negative feedback about your products or brand. Simple solutions may work especially at times when it visually stands out from its background. When it comes to choice, you need to reduce the number of options available including complexity for the customer. Smooth it out to increase consideration, create higher engagement and encourage more sales.
You cannot sell if you cannot communicate what they are getting out of the purchase. What if I tell you that 61% of the retailers say customer retention is their biggest hurdle and that an increase of even 5% in customer loyalty can boost profits by up 100% per customer. To make them act on your goals, you need to keep everything simple and map out their journey experience with the buying process as pleasant as possible including making easy downloadable catalogs. Simplify and structure everything. Capitalized on the momentum that comes with being one of the fastest growing industry and take note that it is only considered fast if you can grow your business that way.
When you keep things simple and clear the way Apple usually delivers a presentation, expect a 100% engagement and quite a big number in sale. Note the salient features of your text, visual and sound designs to make it appropriate and interesting for your audience. It is because what really matters to users is not necessarily the nature of the object but the meaning they attached to it. Oftentimes, marketers get swayed and do not cover this anymore. Moments where customer perception of your business doesn’t match reality are key indicators of choice overload. Just keep everything clear and simple. That simple!
The human brain prefers to pay attention to the salient elements of an experience and that could be the one element in your ad or content which makes it easy for people to process information and as a result, makes the experience clear. To do this, you need to know what elements make something visually salient such as luminance, texture, contrast and scale. Salience creates cognitive ease and makes an element prominently or emotionally striking, like it seems to jump or maybe blend with the background. A good example of a clear message are easy to notice road signs for drivers. Remember looking for a “This Way” sign and not finding one? That idea is pretty much relatable!
The context of a customers experience affects how likely they are to find an element salient. Clear system, large signs, contrast and scale may help it stand out but still takes time finding which also makes the goal even less visible. That is why there are funnels and landing pages to take care of that. In fact, research shows that the amount of choices and the perception of time are very much related to each other which makes the individual moments interconnect in ways wherein a single touchpoint does not work in isolation. Fortunately in retail, salience can be manipulated by changing where and how they are shown.
Another good example would be marketers using graphs and bullet points in an attempt to improve the audience experience and understanding. Although this technique nicely puts facts and figures into context to prove a point, it also serves to confuse them more. Keep in mind that you are what you read and what you watch. If you are dealing with less a technical audience, then keep the explanation simple. Know that your content and posts in social media are part of the presentations and messages that may serve you only if you keep things simple and clear. Keep everything simple and clear.
Shirley Chio | Virtual Assistant (Remote)
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