What lies behind Amazon’s success?
Jeff Bezos. Innovative technology. A progressive mindset. Vendor relationships. Continuous diversification. Global workforce. There are many answers to this one.
However, a huge chunk of credit for Amazon’s success goes to its exceptional customer experiences.
Amazon values its shoppers. It prioritizes buyer experience over most other factors that define a seller’s position in this marketplace. Therefore, creating a unique customer experience becomes critical for sellers trying to gain a solid footing on this platform.
As Amazon strives to be ‘Earth’s Most Customer-centric Company,’ so should the sellers who want to succeed. To help you there, we offer these five tips. Understand and use them to create an unforgettable consumer experience through Amazon product listings.
Customer Experience Management- A Brief Introduction
Customer Experience Management involves
- monitoring and studying customer interactions with a brand,
- analyzing it to recover their expectations, and
- responding with high-quality and fast resolutions
to achieve customer satisfaction and inspire loyalty.
In modern-day shopping, ‘Customer Experience’ has gained a new meaning.
Present-day customers and their ways of interacting with brands have evolved. They expect immediate responses. They want quick service. And, they enjoy access to too many channels where they can buy services, brag about brands, or express their disapproval.
In 2020, customer experience is expected to become a key brand differentiator. Now, customer-centric means personalizing every aspect of a buyer’s journey, from the first point of contact to post-sales communication.
For sellers, that translates into new challenges as well as opportunities.
- The most common reason customers change brands- they don’t feel appreciated
- 96% of customers admit that the service they get affects their brand loyalty
- 86% of shoppers are okay with paying a little more if that means getting a better customer experience
- Companies with a customer-centric strategy observe 4-8% higher revenue than their counterparts
Notice something?
Every figure & fact is directing enterprises towards shoppers. Keep them happy, and you’ll be fine! At least, that’s what Amazon does! There is a reason why 56% of US, UK, German and French shoppers trust Amazon product listings more than Google for product research.
Needless to point out that customer experiences matter!
How to Create a Good Customer Experience?
Simply put, gain a 360-degree understanding of where your customers are, what they want, and what they expect from a brand. While it involves several factors, here are four crucial steps to creating an excellent shopping experience for your prospective consumers.
| Understand Buyer Intentions | Identify All Possible Touchpoints |
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By studying data about consumer intent, marketers can extract signals from buyer behavior and determine what products they’re interested in, and where they are in the sales funnel. This information can be used to send occasion-appropriate messages to the shopper. |
Every touchpoint, i.e. point of interaction between a buyer and a business, can be used to engage and convert the former. Once a business finds out where a consumer is in the buying process, they can identify all possible touchpoints and use them to improve buyer experience across multiple channels. |
| Modify Your Brand Personality | Capture Feedback |
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By ignoring one-size-fits-all approaches, businesses should focus on establishing a connection with the buyer through relevant messages and timely responses. It helps convey to the buyer that the brand cares for their needs and appreciates their loyalty, increasing the chances of retention. |
Real-time measurement of customer satisfaction is vital to understanding campaign successes and failures. In addition to enabling a better understanding of buyer issues, feedback also helps in improving the product and setting a benchmark for acceptable quality in service. |
Register your brand’s presence on every channel. Create a customer journey map. Once you locate your target consumer demographics, engage with them through the right message. Use multiple channels to increase your chances of buyer retention.
Discover what they want and utilize their feedback to improve your campaigns.
5 Ways to Improve Customer Experience through Amazon Product Listings
We’ve already discussed that designing an extensive customer experience involves a lot of aspects. However, right now, we’ll focus on how your Amazon product listings can be manipulated to improve the consumer experience.
1. Build Attractive Product Pages
You need a product page that provides all the information about whatever you’re selling. At the same time, it mustn’t overload the visitor with too many details, making them bored or confused.
Simply put, your Amazon listing helps engage a prospective buyer. So, it should be well-balanced. Include every required information, and then some. Arrange it in short paragraphs, bullet points, and snippets. Keep the language natural and use powerful words.
Also, remember, you need to draw attention to your product and its unique features. So, make use of striking images to complement your content.
2. Make Product Search Easier with Categorization
Effective categorization means sorting products with tags that can lead a customer to the product they’re looking for. Ideally, it should help you break down a search query and produce relevant answers.
With categorization, your objective should be to guide a customer to the product they are looking for without any hassle or confusion.
The first step to that goal is to find out how your target consumers think and how they search for a product. The next step is to determine every user-intent that can be answered with one or more of your product’s characteristics. Finally, you can optimize your Amazon product listings with suitable tags and create an effortless search experience for the visitor.
For instance, a man looking for a set of tie would prefer straightforward categories like ‘Workwear’ or ‘Accessories.’ Give them a single group of ‘Formal Clothes’, and you will increase the complexity of their product search. That can lead to a higher bounce rate for your eStore.
3. Provide Several Filter Options
Filters are useful to refine a search, narrow down the range of results, and reach the desired product quickly and easily. It’s an essential feature of any great eCommerce site. However, only 16% of websites surveyed by Baymard turned out to provide a decent filtering experience.
A sad state of affairs, indeed! But, there’s a hidden opportunity there.
Filters simplify product searches and hence, appease a buyer. And, since a big part of your competition isn’t focusing on this aspect of their listing, you can get the advantage of being proactive.
To implement appropriate filters, you need to work on certain factors-
- Provide enough options
- Use category-specific filters
- Keep the most important choices at the top
- Include theme-based filter options
Above all, you must implement a filtering logic that reflects user expectations.
4. Invite Better Engagement through Conversation
When a business understands what’s relevant to their audience, targeting becomes easier. However, initiating conversation is less complicated than motivating the audience to respond. That’s where creative, conversational tricks come in handy.
- Ask them questions through surveys and online forms>
- Find ways to encourage dialogue through online communities and forums
- Create and offer exclusive content to subscribers
- Gather feedback through different channels like email, social media, etc.
- Maintain communication channels post-purchase to retain customers
Hiring Amazon VA for this purpose is a renowned practice. It saves businesses time and increases efficiency. Plus, all you have to do is gather the already refined information from your virtual assistant. It can be used to design personalized user experiences and hence, increase their brand loyalty.
5. Offer Immediate, High-Quality Customer Support
When it comes to finalizing a purchase, 64% of shoppers value customer experience over price. 77% of customers recommend a brand to others if they’ve had a great experience. 90% of them expect quick responses, while 72% define a quick response as one released within 30 minutes.
So, give them exactly that!
This is another area where listing help from Amazon VAs can be beneficial!
Put them to the task of responding to customer queries. Equip them to respond to messages sent to your seller account or on the Amazon product listing Q&A section. They can also bring poor reviews to your notice so they can be dealt with in time. Eventually, it will help you establish a fast and effective customer service & support system.
When Treated Appropriately, Amazon Listings Help Scale Your Brand
Now you know how to manipulate product pages to create an impressive customer experience.
Of course, changing how a customer perceives your online retail store has several challenging aspects. However, using Amazon products listing to improve customer experience is a great start. And you have to start somewhere, right?
Take Help from Professionals
Once you’re ready to create customer experience strategies, Data4Amazon can help you implement them on your Amazon product listings. With a comprehensive suite of Amazon listing optimization services and a team of Amazon VAs, we can achieve what you desire. Just drop your requirements at info@data4amazon.com and we’ll take care of the rest.