SLI Systems Blog, Guest Post
Contributed by: Steve Warren, Vice President of Business Development, Fifth Gear
Every retail transaction has a lifecycle. In ecommerce, that lifecycle includes four distinct stages, each representing an opportunity to impress or disappoint your customers. The quality of this four stage process determines a shopper’s opinion of your brand, and it means the difference between a one-time buyer and a repeat customer.
Stage 1: Identify Need and Search
We all understand what it means to identify a need. Whether the washing machine goes on the fritz, or you see an ad for those shoes you didn’t know you wanted, this is where the shopping process begins.
For up to 95% of ecommerce shoppers, the next step is an internet search. This is why search engine visibility is utterly crucial for online retailers. Unless shoppers have a prior positive experience with your brand, they’ll turn to Google to find the product they’re seeking. Your site must rank in that search or your site will be overlooked entirely. Search Engine Optimization (SEO) efforts have real bottom line impact. We all know that SEO is a complex, nuanced and resource intensive process, so retailers should work with a reputable search firm to gain visibility. A solid SEO strategy is the best way to start a great experience with your shoppers.
Stage 2: Compare Solutions and Make the Purchase
Once customers arrive at your ecommerce site, they won’t want to wade through pages of tabs and links. For immediate engagement with your potential buyer, provide a prominent search box in the universal header of your site. The ease and convenience of on-site search gives you an advantage over competing sites, allowing for relevant product comparisons. When an advanced search tool is used, your shopper is three times more likely to make a purchase.
Next, be sure you’ve removed all roadblocks between the purchase decision and payment. Online retailers must make the purchase process simple, painless and intuitive. Ecommerce checkout design is the last interaction a customer has with your site. Make it a pleasurable experience.
Stage 3: Receive Your Order
Throughout the ordering process, you’ve communicated a brand promise: “We provide convenience and quality. We care about you.” The actual delivery of your product to a customer’s front door is the fulfillment of your brand promise.
The delivery must be timely, accurate and attractively packaged – meeting or exceeding every expectation of the product’s anticipated arrival. If the customer has questions before or after delivery, your contact center agents must be well informed, and in tune with the voice of your brand. Order fulfillment and customer support require costly infrastructure including facilities, staff, technology and vendor relationships. To ensure brand integrity while maintaining efficiencies, consider working with experienced order fulfillment providers who can deliver that brand promise on your behalf.
Stage 4: Form an Opinion
Satisfaction with the overall experience will determine whether or not there is a next-time purchase. Your company’s ability to form a positive opinion in the mind of the shopper is the final determining factor that will either bring them back again or send them looking somewhere else. Ensure satisfaction with a clear brand promise that matches your product delivery. Remove roadblocks from discovery to purchase, and fulfill that promise with a quality product.
In order to provide a great shopping experience to every ecommerce buyer and win them over for another purchase, retailers must craft each stage of the order lifecycle. Analyze these stages in your business, and you’ll find new ways to increase your percentage of repeat customers.
