There are many reasons consumers shop online, but the most important factors in this decision may not be the ones businesses think are critical. It’s not uncommon for company leaders to believe customers look to the internet to find the lowest prices for certain goods and services, according to Forbes. Although this may be an crucial aspect to some clients, there are larger needs and wants at play in this action.
To consumers – whether they’re buying online or in a brick-and-mortar operation – consistency is the most critical element to a successful omnichannel shopping experience, according to Nielsen Norman Group. Since so many customers use multiple platforms to search for items before pulling the trigger, businesses have to make sure every available option provides a seamless purchasing event for their customer base.
SFG has a closer look at how ecommerce organizations can provide top-notch consistency to their audience through the most vital parts of their operation:
Optimization is crucial to a successful ecommerce experience.Optimization
According to Google, more searches are occurring via mobile devices than desktops currently. As a result, ecommerce organizations have to build a website that enables people to jump from page to page without issue. Optimizing their online platforms for complete consistency between search options, purchasing pages and shipping details will make it easier for consumers to make purchases It also encourages those on the fence to complete a few easy steps to attain what they want or need.
Furthermore, with complete optimization for multiple channels and pages, online businesses can reduce the number of people who stray and abandon their shopping carts. Right now, 22 percent of customers are willing to jump ship if a website crashes or has errors, according to the Baymard Institute.
“Product quality should be consistent: the same online as in person.”
Product quality
When people finally decide to buy an item through an online retailer, it could come after a period of research into other companies offering similar products. The action of adding credit card information and hitting the buy button can take some customers days, if not weeks, to complete. There’s a reason for their hesitation: consumers want to make sure they’re truly getting what they paid for. For ecommerce businesses, that means ensuring the item listed or shown on their website matches what customers expect when it’s delivered. If an item promises high quality on the internet, but is actually faulty or leaves people wanting more in terms of condition, clients will not be happy. Consistency in product quality is crucial to customer satisfaction and company credibility, according to the Houston Chronicle.
Fulfillment
Once customers place an order, they rely on ecommerce companies to efficiently process that purchase. Yet, the majority of consumers have experienced an issue with this aspect of online shopping. Sometimes the product is on backorder, other times it can take organizations days to finally let buyers know their order was seen. Fulfillment is a critical aspect of ecommerce that requires consistency.
To keep clients in the loop about their online order, these companies can take a number of helpful steps, including:
- Making consumers aware of any products in low supply before they purchase.
- Notifying customers that their order has been received.
- Providing scheduled shipping and delivery dates.
- Sending reminders that an order is on its way.
- Letting consumers know if there was a delay in their order, for any reason
If they don’t have the technology already in place, ecommerce organizations should implement an order management system. This solution can manage various aspects of the purchasing process, including keeping track of inventory, gathering items for shipment and notifying customers when their purchase is on its way. Which leads to another critical aspect requiring the utmost consistency: distribution.
Distribution
When people shop online, they often cite convenience as one of their reasons for doing so. Not only can customers make purchases from the comfort of their own home, but the package will also be delivered to the destination of their choosing. Buying items via the internet should be an easy process for consumers, taking the stress off buying items in a brick-and-mortar store.
Once the fulfillment aspect of the process has been completed, it’s time for online retailers to ship out people’s orders. Yet, this ecommerce element can sometimes be a struggle for companies. Not only do they need to make sure that the delivery contains all the appropriate items from the order, but the package must also arrive in good condition, on time and at the correct location. Getting even one of these aspects of the distribution wrong could result in the loss of valuable consumers and a disappointed clientele.
