Know your customer’s digital shopping journey
The digital journey of today’s customer has changed enormously compared to previous decades. With new social networks (Facebook, Instagram, YouTube, etc.), and ways of connecting with and purchasing from a brand, each user’s journey is different.
Think about the last thing you bought. Now think about the brand or company it was from. Do you have a history with the brand? A personal connection? How did you discover them? Are you a loyal customer? Have you interacted with them online?
What is the digital journey?
A customer journey identifies all customer interactions with your business from the customer’s point of view: how they found it, why they purchased from it, or any connections they have to it. It’s a multipart process to improve online brand management that takes your client through all interaction touchpoints before deciding to buy. To see the countless benefits of improving your digital customer journey, there needs to be a clear understanding of your target market, current user behaviour, and the best channels for your brand.
Let’s walk through the average consumer’s digital journey…
Step 1: Identification of the problem
The first step in each potential client’s digital shopping journey is to identify that they have a problem, need, or want. Forget impulse buying, we’re supposed to buy random things for a reason, right?
They will need a reason to research your industry, which will take them to step 2.
Step 2: Awareness
At this step, the consumer is actively researching solutions to their problem, want, or need. Your goal as a business should be to have your products/services solve their problem. First thing’s first: What’s your current rank on Google search? If you don’t know, we can tell you, AND we’ll highlight how you can become the TOP search result in your industry by perfecting your SEO strategy.
Once you’ve polished your brand’s digital SEO strategy, you’ll start seeing an increase in visitor (or organic) traffic to your site. This is because users are becoming aware of your brand as they search for specific keywords in your industry – these keywords are integrated into your content.
Step 3: Branding/product consideration
Once a potential buyer is aware of your business, your next goal is to make them want to buy from you. You want to provide all of the necessary information about each product or service, including specifications, features, what to expect after purchasing, and any other specific selling points. As a digital marketer, you should ensure that your brand is solving the user’s problem.
Think about it: After finding a new brand or product you use on a daily basis, what makes you want to purchase from them? Is it their brand values, visual appeal, product ingredients, prices? Know what your unique features are and how you’re going to attract the user.
How can you demonstrate your values and connect them with theirs?
Step 4: Customer service
Online shoppers love when a brand has great customer service, and they know they can count on the company to help them when needed. Some ways to connect with your customer include:
- Be responsive! – be there for your customers (see what we did there).
- Use face-to-face communication – and when not physically possible, this could be on a live stream, video call, chatbot, or video messages.
- Be PERSONAL, not technical – Treat your customers like people, not customers.
- Engage with them on social channels – via comments, shares, likes, and follows.
- Reviews – let them see real reviews from real people. Positive reviews authenticate!
Step 5: Successful purchase decision
Congratulations, you’ve made it to the step where the buyer makes a final decision. This is great news because it means you’ve kept them engaged until this point! It’s a decision in your favour, and in this case, you want to keep your digital e-commerce process as simple as possible.
Do you know how sometimes, in the Tim Horton’s drive-thru, they ask if you want to make your order a meal? Or add an extra flavour shot to your coffee? This is their marketing strategy for upselling. Adding suggested or complementary options to increase the dollar value of the sale is clever for any business! Many customers also appreciate the effort of a business to ensure that they get the best value from their shopping order.
Step 6: Customer Service: Post Sale
How do you make the post-sale experience seamless and painless with buyers? Once the user has successfully purchased, it’s best practice to follow up with what they can expect after buying. This can be as simple as a “welcome” email or a “thank you” landing page. In some industries, it may be important to check-in with your customer to confirm they are loving their product and getting used to it. Following this, be sure to know your process for returns or dealing with issues if something goes wrong.
Step 7: Brand loyalty
Brand loyalty comes when your brand has impacted a client. This is when connecting with your customer becomes most important, so they keep returning for more. You can reach out to them on social media, engage with them, follow up about their experiences with the product or service. Personal connections go a long way in the digital marketing world, and people always appreciate when a brand goes the extra mile to ensure they are satisfied.
Our digital marketing agency, BeResponsive Media, is experienced in all areas of online marketing, and we show you endless opportunities to improve the quality of your online visits. When you’re ready to upgrade your customers’ digital shopping journey to purchasing from your brand, we’re ready to help!