It is usually believed that user acquisition weighs the majority for determining an e-commerce app’s success. But lack of active users and fewer download rates would not yield any business value. Although brands and spending and investing an enormous amount of money in acquiring users, the value is in engaging and retaining them.
App engagement and retention are two crucial metrics that provide deeper insight into the success of an application. But companies are not profiting as they do not seem to engage with their customers as much as they should. This comes in at a time wherein customers like individual attention or, in other words, personalized customer experiences.
According to a recent study from PWC, 49% of buyers have impulse purchases after receiving highly personalized experiences. And it is expected that by the end of 2020, customer experiences will soon overtake product and price as the key brand differentiator (a study by Walker).
Understanding the different ways to increase customer engagement in e-commerce is extremely powerful and does not require any massive changes. Here are a few easy steps to get started with.
The first experience that a user has with your app after downloading it can either make or break the impression you are trying to create. Studies have found that 16% of users register within a week of installing the app, whereas the average time that a new user takes to register after the first app launch is 12 minutes (CleverTap, 2020). This is why you must improve your user onboarding.
Implementing these pointers will help build great customer experiences that bridge the gap between acquisition and conversion.
Users expect personalized communication across all channels – emails, push notifications, SMS, and even within the app. Therefore it is imperative that a user’s journey should be based on their preferences and actions within the app.
Customer churning is a grave challenge that many businesses face today. Unhappy customers are 2X to 3X more likely to share their experience and feedback than happy customers via social media posts. For every one customer that complains, 26 others don’t say a thing (HuffPost). And so, it is vital that you engage with them proactively through emails, phone, and respond to their reviews.
It costs over 6X more to get new customers than it does to keep a current one. Therefore, as a brand, you need to engage with these users, understand their pain points, and provide an immediate solution.
Giving your customers personal attention by reaching out to them on their birthday, anniversaries, and other special days. This kind of e-commerce personalization is great for engagement. At the same time, they would not have otherwise purchased from you on that specific day had it not been for your outreach. You can offer special deals, offers, or even an exclusive promotion only for their special day!
Another great way to create engagement with your customers is through loyalty programs. According to research by Colloquy Loyalty Census, there are about 3.8 billion active membership accounts in loyalty programs.
Loyalty programs help identify the best customers, and identifying qualities in your most valuable customers will help you recognize similar attributes in new customers.
If you are focussing most of your efforts on ‘selling,’ then there is quite a possibility that you might lose out on customers. So here is a short recap on the many ways that will help you keep shoppers engaged on your app.
Over time, investing in such activities will help pay off as you gain a reputation for superior customer experiences. To know more about personalized customer experiences, contact us today.
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