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Modern ecommerce is all about the consumer, and businesses are pushing to create experiences that will please their audience at every touchpoint – from Instagram to Amazon, email, and beyond. But how can marketers know that they’re really providing great experiences? The business’s bottom line can say a lot about overall marketing success, but it doesn’t show everything. That’s why you may want to step back and analyze the product experience on its own.
Here are three unique, easy to understand signs you’re creating a strong online product experience for your audiences (and several tips to help you go further!). Check out the video here or read the complete transcript below.
Hey there and welcome to another installment of Productsup Presents.
Today we’re here to talk about the product experience and how you can know whether or not the experiences you provide are up to par.
Here are three signs that will help you audit your current setup, as well as tips on what you can do to maximize these three areas.
The first sign is “goal completion,” which you might know as “conversions.”
In other words, customers are completing the goals you set out for them. They click your ads, or buy recommended products.
Ecommerce marketers can be pressured to add a lot of buttons and CTAs. But if your intended goals are not being completed, it’s a sign that your product experience is not meeting the shopper’s needs.
To combat this, there are several changes you can make.
For ads that are not getting clicked:
Next, for landing pages and product listings:
Then, ensure information on this page is consistent with your other pages and ads.
Then there’s sign number two: users are progressing through the funnel as planned.
A strong funnel will, of course, rely on a lot of moving parts. And when these efforts lead to a sale, it proves that your product content is telling the right story.
But, when certain touchpoint aren’t performing, there might be a problem.
These three questions can help:
And finally, the last sign. One of the biggest indicators of a good product experience: a low product return rate.
Of course, there are lots of reasons to return a product, and it’s not always the seller’s fault. But, if you experience a lot of returns, it could be a sign that the expectations you create don’t line up with the product itself.
To tackle this problem, start by looking at your most commonly returned products and those with poor reviews.
Do these products share a common denominator?
For example: Do they come from the same brand, collection, or category? Or are they being retarged through the same channels or methods?
Use this information to hone in and pinpoint exactly where product copy and images are causing a mismatch of expectations.
Some of the most common offenders include:
Make sure you completely erase these three things from your ads and listings.
And that’s it.
Thanks for listening, and be sure to check out the links below for more tips on how to optimize your content and make your product experience even more amazing. Until next time. [Bis dann!]
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