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This article is by Ernan Roman, president of Ernan Roman Direct Marketing and an expert on customer-experience innovation.
Results from Voice of Customer (VoC) research our firm has conducted for major brands among 25- to 55-year-old shoppers indicate just how important website experiences are to customers and prospects today. Additionally, per the research findings, consumers continue to be disappointed by web experiences. A major reason is lack of a truly personalized experience.
Findings from hundreds of hours of research interviews also indicate that companies that view certain customer segments as “mobile customers” are often not correct, as those customers indicated that their time is divided between mobile and web, often with a preference for web over mobile. Therefore, the important research-based message for CMOs is: Do not overlook the power and importance of the web experience for millennials and older shoppers.
According to Adobe’s The Power of Websites in Influencing Consumer Purchasing Behavior 62% of respondents said they would either stop gathering information or not buy a product if the website didn’t meet their needs. “This makes it clear that there are major risks in losing sales opportunities if websites do not deliver the appropriate experience to visitors.”
Here are three customer-focused websites that illustrate key learnings from the VoC research.
1. Make it Easy to Engage
Much has been written about Bass Pro shops’ ability to engage customers in store. But the experiential retailer had to get down to grass roots in order to translate that same level of engagement to their website.
In order to do this, each location managed its own local web page that was a forum for employees, who are local outdoor enthusiasts, to share their experiences personal tips and personal videos.
2. Design a Multichannel Experience
In the same Adobe report it was noted that 88% of consumers gather information on websites after becoming interested in a product introduced on television, magazines and newspapers.
Twining’s Tea recently won Site of the Year for a website that showcases their product line with stunning photography that carries through a responsive, mobile experience which ensures a compelling experience across devices. The company recently launched a TV campaign that ties into images on their site.
According to Heather Hartridge, marketing director, the brand is seeking to develop a “highly distinctive, ownable and emotionally engaging [experience]… that is built on clear consumer insight…to drive awareness and engagement.” Nielsen figures show that Twinings was outperforming the category, growing by 9.4% compared to market growth of 0.4%.
3. Deliver a Personalized Experience Based on Preferences
Caribou Coffee offers visitors the opportunity to complete a questionnaire in their online profile in exchange for rewards such as a free beverage. Fans receive unexpected rewards via the device/medium of their choice.
Per Mike Tattersfield, president and CEO of Caribou Coffee, “Our guests are extremely loyal and passionate about our product offerings, and so we are thrilled to be able to reward them for simply being our fans.”
VoC Research-Based Takeaways:
“Make your site a destination I want to return to.” Through constantly refreshed content and relevant incentives, provide visitors with reasons to keep returning to your website so they feel a part of your brand.
“Make it a fun experience.” Provide content that is interesting to visitors so they feel the site is a fun and exciting place to seek information.
“Make your brand multichannel.” Your customer is multichannel and multidevice. Integrate all channels so it’s effortless for customers to engage via their channels of choice. And promote the benefits of visiting your site in all media promotions and advertising to drive traffic and encourage sales.
