June 29th, 2021
Today, the most critical components to success in commerce are customer experience and personalization.
All businesses, whether they sell toys online or shoes at a pop-up, must put the customer experience first to increase revenues, encourage customer loyalty, and boost brand awareness.
To build a stronger eCommerce presence, a customer-centric approach should be the foundation of your UX/UI, and marketing strategies. Here are some innovative ways to put your customers first in eCommerce design, with examples from brands who absolutely nailed it:
Engaging customers with interactive content such as games, apps, product customization and polls delivers a differentiated and engaging customer experience. According to the Customer & the Buyer’s Journey Benchmark Report, interactive content generates conversions moderately or very well 70% of the time, compared to just 36% for passive content.
The interactive experience should bring value to the customer experience, whether that’s empowering personalization, delight, or education. Overall the experience should reinforce the appeal of the product you’re selling.
To increase engagement with Disney brands like Marvel superheroes, Disney princesses, and more, Disney created FanKit—an interactive experience that lets fans create personalized movie merchandise. View Case Study
Unique Product Pages & Websites
When a customer visits an eCommerce page, they take in the look and feel of the website as a reflection of the product’s promise. A website selling runners shoes, for example, will have vastly different messaging and visual design than one selling slippers.
As brands grow in size and begin to diversify their products, a successful strategy to increase sales, boost awareness, and personalize the customer experience is to create unique digital experiences tailored to specific products & audiences.
Mattel’s Family of Platforms
When Mattel went digital, they built a ‘family’ of unique digital platforms to support eCommerce goals including Mattel.com, Barbiegirls.com, Hot Wheels Racing & Online Customizer, and even a Rock ‘Em Sock ‘Em AR app. View Case Study
Turning Customer Feedback into Social Posts
In 2021, there were 4.33 billion social media users around the world, equating to more than 55% of the total global population. Of that number, 54% of social browsers use social media to research products. With a quarter of the world using social media to inform purchases, it’s absolutely essential to highlight customer reviews & reports on your social channels.
Videos, pictures, and quotes from customers who have used your products are valuable raw material. Believe it or not, even ‘negative’ reviews help your brand build trust as an honest business—especially if you demonstrate the ways you’ve solved for reported issues. A well placed TikTok challenge, Instagram ad, Facebook or even Neighborhood post can mean the difference in millions of sales.
Bugaboo’s Mom-to-Mom Social Proof
Bugaboo, a Dutch stroller industry, launched North American social channels with social posts that spread the word from mom-to-mom that Bugaboo is the best stroller in the market. View Case Study
Social Commerce Networks
Social commerce is a subset of e-commerce that combines social networks and engaging content to promote sales. A diverse social commerce strategy may include a network of online forums and communities, editorial content, social media integration, and group shopping incentives, all working together to promote sales.
Brands like Ppinduoduo, Goop, and Dr. Phil use this approach to engage customers according to their social behaviors, motivate them to return to their websites, provide a platform for customers to discuss the brand online, and offer all the information needed to research, compare, and ultimately choose their brand over the competition.
Dr. Phil’s Social Commerce Powerhouse
Building on a network of editorial content, social media, online chat forums, and his TV platform, Dr. Phil sold hundreds of thousands of copies of the 17-Day Diet book within sixty minutes of launching the campaign. View Case Study
Follow Us for More Digital Products & Design Tips
Signature is a digital product and design agency. We partner with global brands to reimagine how they deliver exceptional customer value in the digital age through the design of digital platforms, apps, and experiences. Follow us for the latest digital design insights, or visit us at www.signaturecreative.com.