Your success on Amazon doesn’t just depend on acquiring new customers: it also depends on keeping them happy. According to statistics for Rosetta, satisfied customers buy 50% more and spend 200% more.
So how do you create loyal customers that always come back to your store for more? Simple: you need to improve the customer experience. It’s the key to making your brand stand out from the crowd, driving more sales, and meeting customers' shopping expectations.
Customer Experience (CX) consists of all the touchpoints and feelings your target customer goes through when interacting with your Amazon products.
It includes all the buyer journey steps, from the moment they learn about your brand to the time when they make it past checkout. The customer experience is vital to your eCommerce success, as it forces brands to put the customer first.
Let’s check out some numbers: according to a study by Oracle, 86% of customers are ready to pay more money for a better experience. The research also found that 89% of customers ditched a business for another because of poor customer experience.
So, in other words, if you’re not trying ways to improve customer experience on Amazon, you’re shooting yourself in the foot.
So what does a good ecommerce customer experience look like in action? Here are the components that go into building a customer experience that engages shoppers and drives sales:
Personalization consists of adapting the shopping experience based on the individual needs of the customer. By adjusting the customer’s experience based on their interests, stage in the buyer journey, or previous purchase behavior, you can always target them with the right message at the right time.
Also, personalization helps make customers feel like you’re reaching out to them as a person, not just a prospect. Personalization goes a long way when it comes to creating a connection with your target audience.
There can’t be any friction or bottlenecks during the buyer’s purchase to have a quality customer experience. Any small obstacle in the shopping process can cause the customer to drop their cart and not follow through with the final purchase.
For example, let’s say that a customer is about to buy one of your products and arrives at the checkout page. However, as they’re ready to drop in their credit card information, they need to go through multiple pages before they can complete their purchase. It’s extra friction that can make them second-guess their buying decision or give up on the process.
I know you’re thinking something so simple couldn’t cause such a problem, but digitally native consumers will see a lack of professionalism if a company provides a convoluted journey, hurting both sales and brand reputation.
Another aspect of the customer experience that could create friction is if your product page isn’t mobile-friendly: 65% of eCommerce traffic now comes from mobile. So if your web page on smartphones looks clunky and is slow to load, customers won’t bother proceeding to check out. They may not even make it to adding to cart.
An excellent ecommerce customer experience needs to leave a solid impression on your customer. By making an impact through a unique shopping experience customers will increase their brand loyalty and leave hungry for more.
For example, part of creating a unique customer experience may be promoting your ecommerce brand across different channels where each channel gets its own strategy.
It’s not always clear whether online shoppers are happy with your current customer experience. Thankfully, there are various tactics you can use to determine the quality of your ecommerce customer experience:
To collect your feedback on your customer experience, you can run surveys to your shoppers and ask them questions. You can ask them questions about your product, your service, their expectations, and areas where you can improve. To incentivize your customers you could even offer a small discount, coupon, or entrance into a raffle for filling out the survey.
As the name suggests, the customer satisfaction score (CSAT) measures the shopper’s overall satisfaction. You rate this metric based on a percentage score of 100 and can ask your customers to provide their feedback either through email or SMS.
Your Net Promoter Score (NPS) is a rating from 1 to 10 that measures the likelihood of a customer spreading the word about your product to others. It’s an excellent metric to measure the overall perception of your brand from customers. A good time to ask customers to send you their NPS score is right after their purchase.
Potentially the simplest, and easiest, way to start determining the quality of your customer experience is to take a look at the reviews of your Amazon product listings. What is the overall feedback of your brand? What frequent complaints from customers are often popping up? Do they mention customer service, how the package arrives, or unmet expectations? Reviews can give you a clear insight into what areas of the customer experience need to be improved.
Regardless of the current state of your customer experience, there’s always room for improvement. Optimizing the customer experience on Amazon all comes down to using the right tactics and strategy:
Improving the ecommerce customer experience starts by maximizing your product listing first. It’s the first thing that the customer will see when researching your brand on Amazon.
For example, the way you structure your product description is going to be incredibly important. It should include all the relevant information that customers need about your product (such as the material and size), so you can answer their questions ahead of time and reduce time in the purchase process or unhappy returns.
Also, including high-quality images in your product listing will make a significant difference. Make sure to showcase your product from all angles so the customer can get a complete overview of the product. If you have the budget for it, don’t be afraid to invest in a professional photographer to create your product pictures.
The modern customer is more socially-aware and politically-inclined than ever. Keep in mind that you’re dealing with a generation of buyers that grew up with scandals such as the BP oil spill, which proved that companies don’t always have the best interests in mind for the world.
As a result, modern customers care a lot about aligning their values with those of the companies they support. According to a recent study done by Porter Novelli/Cone purpose, 72% of Americans believe it’s vital for companies to reflect their values.
It’s why your company must stand for values that are close to its heart. When strong values lead your ecommerce store, customers see you as more than just a product. They’ll see your brand as a force of good that helps make the world a better place and they would love to help your efforts.
For example, if you’re selling products made out of eco-friendly materials, it’s something you’ll want to mention to the customer in your item descriptions and website. It will make customers feel like they’re doing their part in making the world a better place.
Make sure to keep a close eye on your Amazon Seller rating. The higher the rating is, the more customers will trust your brand and be willing to do business with you. Customers will look at this rating to determine what kind of experience they’ll get with your product.
Along with maintaining a high Amazon Seller rating, you want to make sure that your customer reviews are top-notch as well. Over 93% of customers will take a look at your reviews before making a purchase.
Customer reviews help shoppers gain confidence in your products and feel peace of mind in purchasing. As a result, it’s going to contribute to a better customer experience during their journey.
Customer service is a vital aspect of ecommerce. 90% of American shoppers say that a brand’s customer service influences whether they want to do business with them.
For a better ecommerce customer experience, make sure to deliver excellent customer service. That’s going to include responding quickly to requests, actively listening to your customers needs, and keeping your word when it comes to solving their issues. This can also include the occasional extra mile in making policy exceptions or providing complimentary additional benefits in extreme circumstances.
Exceptional customer service is proof to your shoppers that you care. It will improve customer loyalty and retention by supporting shoppers more efficiently in their buyer’s journey.
As you’re selling your products on Amazon’s marketplace, you must be very careful to avoid stockouts from ever happening. It can have a significant negative impact on the quality of your customer experience.
Imagine you find a product you really like, but just as you’re about to purchase the item, you find out that it’s not available. You’ll find yourself dissatisfied and frustrated and can leave a bad taste in your mouth for the company. This bad taste can stick, and may cause customers to always opt to do business with your competitors.
That’s why you need to properly manage your inventory and reorder popular items once they’re about to run out of stock. Pattern’s Predict software helps make sure you have the resources you need to track and meet product demand.
Finding ways to improve customer experience needs to be part of every ecommerce strategy. It’s one of the best ways to create brand advocacy and encourage customers to purchase more.
However, outside of customer experience, don’t forget other aspects of ecommerce that are important, such as handling warehousing and supply chain management. By combining everything, you’ll create a winning strategy that will take your Amazon store to the next level.
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Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces.
Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.
So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.
Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products.
An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.
An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.
Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.
At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services.
It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.
It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.
The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.
Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces.
With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.
Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.
If you’re interested in expanding your brand internationally, you’re probably familiar with Tmall. Tmall is Asia-Pacific’s (APAC) largest marketplace, and indisputably the biggest ecommerce powerhouse in the world. It represents a huge opportunity for many brands, but entering the space is also a big challenge to take on.
At Pattern, we recommend brands looking to enter international markets should first focus on dialing in their domestic presence. Once you’re satisfied that your brand is well-represented and optimized locally, you’re ready to think about tackling new regions, like APAC, and launching on marketplaces like Tmall. Our top advice for entering Tmall is to understand and strategize around its three most important metrics: service, delivery, and content.
Service, delivery, and content ratings are the three elements that make up Tmall’s Detailed Seller Rating (DSR) score. Each component is scored on a scale of 1-5 that is displayed publicly on your brand’s Tmall flagship store page. This is meant to help consumers decide whether or not to purchase your products.
DSR scores are important because they’re highly influential in driving conversions—customers see DSRs as a way to quickly understand if a brand is trustworthy and worth buying from. They also matter quite a bit to Tmall itself—they monitor these scores and will take action to close flagship stores with low scores.
Let’s go over each element of the DSR score and some steps you’ll need to take to achieve high ratings.
Service is a huge ecommerce component in APAC marketplaces. In most other regions, product listings are static, and consumers use content and reviews to make a decision about what to purchase. On Tmall, consumers want to interact with your brand and test its validity before buying—each transaction takes at least one human interaction to convert.
So, to get a great service rating, you’ll need to have a large, established customer service team dedicated to Tmall sales that can offer real, human touchpoints and very fast response times. To get an idea of the speed your agents should be capable of producing, in our Tmall benchmarking exercise, 92.5% of brands’ customer service agents replied to queries via live chat within 30 seconds, 5% replied within one minute and the remaining 2.5% of brands took longer than a minute. So, look for a Trade Partner (TP) that has enough resources to compete with those numbers, support your sales, and maintain a good DSR score.
Another thing you’ll really want to focus on is a high-quality delivery experience for consumers. As in other regions around the world, Tmall consumers have high expectations for their delivery experience. In our Chinese consumer polling report that targeted consumers buying from Tmall Global, we found that 6% expected same-day delivery, 15% expected next-day delivery, and 46% expected 2-5 day delivery.They want to receive their products fast and they want the products to be undamaged and pristine upon arrival.
So, to achieve a high score for your delivery capabilities, we highly recommend partnering with a TP or ecommerce accelerator like Pattern (which serves as a TP) who has the ability to facilitate your distribution. Make sure your TP has the right infrastructure in place to support high-quality logistics experiences for all of your consumers—they should have an established, well-oiled delivery process in place and the capability to fluidly add you to their current fulfillment system.
As in every digital marketplace, content is a huge component of the decision-making process for consumers on Tmall—they can’t touch your product with their hands or see it in person before buying, so it’s important they’re empowered to make a good decision on whether or not to purchase based on the videos, images, and copy.
The goal is to make all of the content and relevant information on your flagship site easily-accessible—consumers should be able to visit your page and make a decision about whether or not to buy without navigating to a new site/page and taking their conversions with them. Images with text and extensive product details are a great way to do this, as well as making sure your service team can speak to all aspects of your product with any consumers (via text or chat).
As the world’s foremost brand partner for ecommerce acceleration, Pattern truly understands the significance of international expansion. With regional offices around the world, Pattern knows how to successfully launch and grow brands on Tmall and other marketplaces, with the data, insights, and marketplace intelligence to build the metrics that matter.
It’s important to have a fantastic brand presence, a knowledgeable guide, and a clear go-forward strategy for your best chance at success. With our in-country resources, expert teams, and extensive experience in growing brands around the globe, Pattern can help you get there.
Set up a call to get your international expansion strategy in motion.