How to Facilitate a Better Buyer’s Journey
Did you know that 70% of online shoppers abandon their carts before checkout? This huge rate of lost sales has retailers scratching their heads, wondering what could have happened.
What happened was a failure to complete the buyer’s journey. This means that the customer found an item they liked, chose to buy the item (placed it in their cart), but then something happened to make them change their minds. It is at this point where the customer changes their mind to a “no” that can be a leveraging point to change the minds of millions of prospective buyers to a “yes.”
So what are the phases of the customer journey?
First, there is awareness. This is when the buyer realizes that they have a need or want and need to learn more about how to solve the issue. This is when customers will turn to google and start reading up on the articles that come up.
Then the buyer will begin comparing different solutions by looking at prices, reviews, quality, materials, and shipping options. After taking their time to weigh their options, the buyer will take the plunge and make the purchase.
There are a few important interventions that retailers can make to get their products front and center, convince buyers that their product is the best, and get their products sold.
Advertisements, Blogs, and White Papers
Sometimes companies will invest in the creation of blogs and articles that provide the information the customer is seeking and then place their product in view as the best solution to the issue.
This is the perfect way to get awareness of your product out into the world. After all, if they don’t know about you, you’re not even in the game.
Generate Positive Customer Feedback
Customer experiences the whole way through the process have a massive impact on future sales prospects. Anything from poor website design to delayed shipping to misdirected mailouts can result in a negative customer review.
Oftentimes prospective customers don’t read very many reviews; they just look at the number of stars and the general ratings (many of which don’t even have to do with the product). Keep your ratings high with great UX and have an organized and efficient delivery service as well as direct mailouts.
Accurate Data Sets
None of this is possible without accurate data sets. Some figures estimate that poor data costs businesses up to 30% in revenue annually, which in monetary terms is an average of $15 million per year.
You can’t know what your customers are looking for if the data you’re using to make your decisions is all wrong. When you make decisions for your customers that are based on poor data, the result will be low sales, low interaction, and poor performance.
Anchor Software has all of the technological tools you need to keep track of clients and maintain accurate data. With our data quality tools and Customer Data Hub, along with our Direct Mail, integration, and automation options, you won’t have to worry about operating on poor assumptions ever again.
