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Ecommerce Marketing in 2017 - 5 Brilliant Ways to Increase Loyal Customers

Ecommerce Marketing in 2017 – 5 Brilliant Ways to Increase Loyal Customers

It’s that time of the year when we take stock of what went by and anticipate what’s to come in the next year. And while you get busy with your marketing plan for Q1, here are 5 unbeatable Ecommerce marketing strategies that will help you grow loyal customers and stay ahead of competition all through 2017.

1) Hyper-personalized content: Personalization is not new to E-Commerce marketers. In fact, the last couple of years have seen an increased inclination among digital marketers to use personalization while trying to win customers. But during 2017 improving customer experience, simplifying interactions and enhancing brand relevance will become critical and hyper-personalized marketing will shift to a whole new level. Use Artificial Intelligence to build customer engagements, fine-tune recommendations, dynamic creatives. With hyper-personalized messages humanize brand – customer interactions and build an emotional connect.

2) Explore new online marketing channels: Marketers will leave no stone unturned or rather no channel untried in 2017. But there’s going to be a shift in the way marketers choose engagement channels this year. Emphasis will be on channels that allow rich user experience and also empower users to pick and choose whom they subscribe to hear from. From tried and tested emails to opt-in based push notifications sent from mobiles, explore channels that help you build engagements effectively while achieving their ROI goals. Use new channels like Browser Push Notifications to offer a mobile-like brand experience for website users as well.

3) User life cycle based triggers make their way in, blanket messaging on its way out:

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2017 will see online brands strengthening their customer engagement strategies. This will include introducing life cycle based marketing engagements. Behavioral intelligence will be used to detect a user’s stage in the purchase cycle and communication will be triggered to influence him to move forward in the buying cycle. Instances like product page drop off, category page drop off, x days of inactivity, price drop alerts etc will be critical trigger points. Focus on mapping the stages of customer lifecycle and executing 1:1 marketing campaigns to grow conversions and loyalty.

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4) Voice of the customer to be used to improve experience in real-time: As the number of channels available to customers keep growing, brands will focus on converting more and more touch-points across the journey into listening posts. Unifying customer data across touch-points and using the captured information to improve accuracy and also update customer journey in real-time are something that your brand must get ready for.

5) As mobile grows stronger cross channel sync becomes critical: Cross-channel sync is going to be important for your brand this year for 2 reasons. Mobile grows stronger as a sales channel but desktop stays. Which means your customers are going to be more and more cross-device. And second, your customers expect personalized and relevant brand engagements that simplifies their online shopping experience. So while they continue to flit from one device to another, they expect a seamless and uninterrupted conversation with your brand. Your recommendations and offers must be unified across ads, emails, notifications, call center and any other touch point that the customer chooses to connect with you.

It’s all about the customer, it’s always been this way. And as your audience begins to scatter across channels and devices, it calls for a close-knit cross-channel marketing recipe with all the right ingredients  – a whole lot of mobile, a pinch of personalization, some new channels to get that new flavour and most importantly an engaging marketing strategy that is able to connect with humans. Go ahead and win some more hearts this year, have an awesome 2017.

 

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7 Tips on Running ECommerce Marketing Campaigns from Influencers Themselves

Where are you in your E-Commerce journey? You might have just set up shop online. Or you might be busy building a loyal customer base. Or at the drawing board evaluating an idea. No matter where you are, E-Commerce marketing is a check-point you’ll eventually arrive at. Right from segmenting your users to the right tools to use for ECommerce marketing campaigns, we’ve put together 7 pieces of advice from industry experts and influencers to prepare you for the E-Commerce adventure. 

1. Reach the right user with the right message at the right time and on the right channel

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Image courtesy: marketoonist.com

Earlier this year, Practical commerce shared 4 reasons why an ecommerce marketing campaign fails. One of the main reasons was being unable to reach the right prospect. If you shout out in an empty room, you may create an echo, but you are not communicating. Sometimes, E-Commerce marketing campaigns are not effective because they fail to reach the right folks. Here are 3 reasons why this could happen.

  • Advertising on the wrong channels
  • Wrong keywords and optimizations
  • Did not give sufficient time to the campaign

But we’d like to spin this around a little. There are a couple of other  factors that are critical in deciding the fate of marketing campaigns for ECommerce.

  • Getting the audience segment right
  • Failing to build meaningful conversations i.e. resorting to blanket messages instead of personalized recommendations/offers.

Right from segmentation, to messaging, creatives and the channels that you choose everything must be perfect for every single user. Marketing platforms today are powered to get this combination right at a user level and at scale.

2. Mobile a significant part of your ECommerce Marketing plan

An eMarketer article predicts M-Commerce retail sales in the United States to touch $123 billion by the end of 2016. This is a 39% increase over M-Commerce sales in 2015 and almost 2X of the total retails sales in 2015.  As mobile gets bigger each year, brands must evaluate their mobile readiness and take necessary action.

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Image courtesy: eMarketer.com

Mobile users can be extremely demanding and so setting up the right mobile experience is critical if a brand must retain mobile users. This begins with your mobile website and app and goes on to your marketing communication. “Don’t Silo Mobile Marketing” says Amobee’s Strecker and adds “Mobile needs to be a meaningful part of a brand’s marketing strategy, not just a series of campaigns.” We couldn’t agree more. Mobile gives E-Commerce brands the opportunity to consume and understand user behavior like never before and then utilize this to create engagements that are relevant for that user. A purchase decision may emerge at any point in the user’s journey and mobile give you that window to influence these decisions.

3. New user engagement? Try emails

Search engine optimization, paid search advertising, and digital banner advertising are among the most popular forms of marketing to drive new users to your website. By year’s end, ECommerce retailers would have spent about $15.9 billion on pay-per-click ads, banner advertising, and other digital promotions, according to eMarketer.

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Image courtesy: eMarketer.com

But for E-Commerce, the story continues beyond driving that first visit. 98% of E-Commerce website visitors drop off without making a purchase. E-Commerce Brands must make immediate connect with any new user to influence his purchase decisions and emails works best here. It’s true that open rates for emails have been deteriorating but as Armando Roggio says in his article, emails can be extremely potent if done right since they are both personal and relational at the same time.

A lot of attention must go into personalising the email (and I mean beyond “Hi Kate”). If you are sending an email to a cart drop-off, the email must tell her what she’s left behind. For example, if Kate has been looking at watches and has one in her cart you remind her about the watch with a quick email. But for George, who’s just looked at a few shirts, the most frequently bought shirts would be interesting. These 13 Amazing Abandoned Cart Emails by Shopify are really helpful to understand what elements in an email need to be customized and how.

4. Repeat customers are much more valuable than new ones

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Image courtesy: eMarketer.com

Existing customers are almost always more profitable than new customers.In an often-cited paper from August 2012, Adobe reported that a shopper returning to make a second purchase from an online store will typically spend three times as much as a new customer. And when a consumer returns three or more times to buy from an online shop, that repeat customer will typically spend five times as much as a new customer on each purchase.

In 2014, Marketo cited a Bain & Company study, which found that repeat customers tend to spend 67 percent more than new ones. What’s more? “It costs between six to seven times more to acquire a new customer than to retain ones you’ve already got” the report said. In an age when users are spoilt for choice and have access to so many different brands and shopping options at their fingertips how can E-Commerce brands grow and retain loyal shoppers?  

  • Loyalty programs can be a big booster in convincing your first-time buyer to come back for a purchase. In fact, a study by Social Annex indicates that 87% shoppers are willing to try loyalty programs. Use browsing behavior and past purchase data to build buyer personas and carefully tailor loyalty programs that incentivise repeat purchases.
  • Purchase decisions are driven by positive and personalized experiences in addition to compelling price points. E-Commerce marketers must invest enough time and money in creating personalized brand experience that is consistent across different channels.

Customer loyalty cannot be restricted to a campaign or a loyalty program, it’s a journey and you can get closer to your customers one step at a time.

5. Push Notifications for website and apps – a cool new approach to E-Commerce Marketing

Push Notifications are probably the next best thing that’s happened to Digital Marketing after emails. Sent from both apps and websites, these notifications land directly at the user’s device/browser. Push messages can be triggered by an event (such as cart drop-off, price drop) or can be time-based. You can be sure that these messages are delivered to the right user. Also, you are not left waiting for the user to open his emails, visit a third party website/app to start an engagement. And the best part is that these notifications do not have ad spends attached to them.  But this is purely a  subscription-based engagement channel and requires users to opt-in to your push notifications and then stay subscribed. According to Andrew Chen that’s precisely where E-Commerce marketers are going wrong. He says “people have an intuitive bias about push. They only want to receive push notifications that are relevant, time-sensitive, and valuable.”

And so when users are bombarded with blanket messages and that too frequently, they resort to the opt-out button. This is what happened when a brand was not able to strike a chord with it’s audience.


Tackling opt outs:

How do you fight opt outs and deliver Push messages that users would love to receive?

  • The first obvious thing to do is to send notifications that are relevant to the user. Hyper-personalization is the soul of a successful push notification campaign.
  • E-Commerce marketers must also remember to use this channel sparingly. Send a notification only if you have something really important to say to a user. Even then, look at past data to determine the time-of-day when the user is most responsive.
  • And if a user has been ignoring your notifications, you are better off spacing them apart.

Linzi Breckenridge, Senior Content Marketing Manager at Vertical Response, a Deluxe brand believes that every marketer must ask himself these 7 questions before sending out Push Notifications.

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Image courtesy: verticalresponse.com

6. Web Push retargeting – bring back drop-offs

Display retargeting has proven to be the greatest ROI contributor and when it’s done right can deliver up to 2X better conversions. But now there’s something better. Something that combines the reach of emails, with the performance of retargeting and the experience of mobile – Web Push Notifications or Browser Push Notifications.

Sam Mallikarjun who heads Ecommerce business at Hubspot goes on to say that if marketers can make the experience personalized, timely and relevant for the customer push notifications sent from a website can be very useful to bring people who are in the research and awareness phases of the buying cycle back into the process. “I’m actually a fan of these” he also added.

We agree. Every user that lands on your website is a potential customer and Browser Push gives you the power to build 1:1 contextual engagements with these users. And when used for specific retargeting use cases like cart drop-offs, price drop alerts, inactive user engagement these notifications are very a very effective channel.

Download this eBook that provides Browser Push implementation tips, retargeting use cases and best practice advice for E-Commerce.

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7. Tracking the right metrics

The digital eco-system supplies a host of vanity metrics that mean nothing to an E-Commerce business. What’s important is to track and measure metrics that matter. Shopify gives 32 Key Performance Indicators to track for an E-Commerce business.

Here are 11 must-have metrics on your marketing dashboard and the recommended tracking frequency:

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Once you start measuring your performance, you will be able to make data-driven business decisions and strategies. This helps you spend your time and marketing dollars better and make marketing more effective for your brand.

There are a number of tools that can help grow your E-Commerce business. Invest in technology that helps you tap into customer behavior and use that data to build a great brand.

 

Engaging your users with browser push notifications

Mobile apps are so commonplace these days that push notifications are naturally used as a euphemism for the messages you get on your mobile from these native applications. However, does this mean you have to wait till your app is finally out, a painstakingly meticulous process that needs patience to get just right? After all, an app pretty much guarantees all your consumers under one roof ready and waiting for some timely push notifications to swing their way.

But what if you have a website (desktop/mobile) already up and running while you’re still building your app? I mean, it rarely happens that someone puts an app out without already having a website, both desktop and mobile-friendly, up and functioning.

In addition, if your content is intended to reach a wider group of audience, something that users come to spend some time on, it makes sense to view a slick website with as much significance as a native app.

Websites are easier to build, less time consuming and can reach more people since it can be accessed over a wide range of devices. That’s all excellent, but it is still some way behind native apps when it comes to building an effective rapport with its audience by establishing communication channels.

Unless,

Browser push notifications : engaging your web visitors

Well, if people are telling you there’s now an equally flawless interactive channel for your website, it’s with half a tongue outside the cheek because, in browser push notifications, marketers may finally be looking at a mode of communication as powerfully engaging as native app push.

Think of a standard push notification, except for the fact that this one is being sent from the browser, and you can receive it right on your device, whether a desktop or a phone. Those of you whose phones are not densely loaded with apps of all sorts are probably nodding in appreciation, and this opens up a brand new communication channel for marketers with users who are not particularly inclined to share data or have their phone flood with notifications. Browser push notifications need the user to subscribe in order to start receiving them, a simple enough process that is neither frustrating nor intrusive. Email and other contact details are not required, and the user continues to receive timely information even if the actual website sending them isn’t even open on the browser.

 

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Read more on what browser push notifications are all about here.

So why does it make sense to spend the extra time and effort on perfecting your browser pushes, when your standard push notifications are already quite impressive? Well, complimentary marketing, of course. By combining browser push with your finely tuned native app pushes, you can target your consumers effectively on platforms extremely specific to his/her browsing activity.

 

THE COMPREHENSIVE GUIDE- Web Push Notifications for E-Commerce

This eBook tells you how to use Web Push Notifications to win new customers and retain existing ones.



 

Simpler form of communication both ways

As far as browser push is concerned, the genius is in the simplicity, as far as both marketer and user are concerned. You don’t need a great deal of user details to start sending notifications, and can keep re-engaging them even when they leave your website without collecting any private contact details. Similarly, all it takes for the user to start receiving these notifications is a simple click of the opt-in button on their browser. They don’t need to provide tons of information, and are also spared the grief of receiving irrelevant mails and messages a dime a dozen. Naturally, your typical user is more comfortable at the thought of receiving these

This sentiment is supported by statistics that show that opt-ins for browser push notifications are higher than for emails, and less than 10% of the users who opt in decide to subsequently unsubscribe at a later day. Even at a glance, this seems way safer than a native app that typically suffers a greater risk of being uninstalled, and by extension, the communication channel with that user being terminated.

Wider audience

Again, not everyone uses apps, and even the most active app user does indulge in quite a bit of website browsing. Browser push notifications could prove to be the one stop solution to target all your users quickly and effectively. Studies show that desktop usage in itself still accounts for about 40% of a user’s total internet time, too high a number to consider overlooking. In certain cases, a mobile website might even go on to have a wider reach and therefore serve as a better communication channel than its app equivalent.

Take a look at this the chart. It shows that Chrome, Safari and Firefox (three browsers that provide support for web push) hold a combined market share of upto 76%, representing huge potential for the reach of browser push notifications. All these reasons combined could well mean that neglecting browser notifications is not something marketers can afford to do.

 

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Personalization

True to tradition, browser push notifications come with a wide array of personalization triggers, such as product category, time or any other criteria that can be fashioned very specific to that particular user based on his/her shopping preferences. This, blended with the sheer speed and range of devices across which you can interact with the user, install it as a firm favorite to show quantifiable conversion rates.

All this, of course, is just scratching the surface, and browser push notifications are expected to play a key role in the quest on leading brands to connect with every single one of their users on an extremely personal level. With more browsers queuing up to support push notifications, an exponential growth in the use of such notifications seem like an extremely likely scenario.

 

Learn more about browser push notifications


5 myths around Browser Push Notifications Busted

Tackling website drop-offs : Re-engage users with browser push notifications

All that you must know about Browser Push Notifications

Browser Push Notifications: The new kid on the block

Smart e-commerce hacks : Price drop alerts

Browser Push Notifications for E-Commerce

Engaging your users with browser push notifications

What NOT to do while sending out Browser Push Notifications

Email vs Browser Push : Not really apples and oranges

Are Browser Push Notifications a good fit for your business? Ask our E-Commerce ROI calculator

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[New Feature] E-Commerce Marketing gets smarter with Smart Commerce

E-Commerce marketing has evolved and grown over years and this evolution has been really swift. Vizury has been engaging closely with the E-Commerce marketing space with solutions that ease out an E-Commerce marketer’s life. Our recent launch Engage Commerce, helps E-Commerce brands unify thier marketing at one single place and run personalized multi-channel marketing campaigns seamlessly. And with the Smart Commerce feature add to our platform, E-Commerce marketing just got smarter.

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Smart Commerce comes with growth recipes that help E-Commerce brands accelerate growth smartly.

  • These pre-set use cases are easy to implement using the Engage platform, just a few quick clicks and you are ready to go.
  • They help you sharpen your targeting and execute campaigns on channels of your choice.
  • You can build cross-channel engagments across Browser Push Notifications, App Push Notifications, Emails, Facebook, Display through a single platform.
  • This works well across your website and app audiences across desktop, iOS and Android devices.
  • Ease of segmentation, efficient targeting and the depth of personalization possible across channels set Smart Commerce apart from most other mobile marketing/automation platform out there.

5 cool use cases that can help you achieve specific marketing goals

1. Price Drop Alert : When product prices drop, this use case allows you to trigger alerts to users who were interested in buying those products. Scanning from both your website and app users, the platform helps you re-engage with price sensitive users. Personalized alerts are triggered at a user-level and can help you generate upto 5X higher conversions when compared to static Push messages.

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2. Drop-off Users: Retarget users who have dropped off from Product or Cart pages without transacting. Send real time push notifications with last seen products. Feed powered recommendations and deep links help you shorten their purchase journey and prompt faster conversions.

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3. Lapsed Users: Smart Commerce helps you bring back users who have not visited your website or app in the last 30 days. With custom messaging and offers based on past purchase and behaviour re-engaging dormant users becomes more effective.

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4. New Users: Run collaborative filtering based on category or products that the user has visited to aid product discovery within your app. Send custom recommendations on the customer’s preferred channel with first buy discounts just for that user.

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5. App Uninstall Prevention: Identify users who are likely to uninstall your app in the next 7 days. Target users with an uninstall score greater than 70% with specific coupons and discounts.

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To explore these use cases or to kick start a test run with our platform

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A whole bunch of new use cases to be added soon. Watch this space for more.

 

Are Browser Push Notifications a good fit for your business? Ask our E-Commerce ROI calculator

With Black Friday fast approaching, and the predictable madcap rush unfolding on E-commerce websites as people look to kick off their shopping spree in style, we were busy sifting through various forums and talking to a few clients trying to list down a few hassles marketers generally face this time of the year. The verdict was unanimous; In fact, it was a recurring trend and the biggest reason E-commerce sites lose money throughout the year: Website drop offs.

 

Even a well designed website that marries quick navigation with clever product placement sees potential customers drop off halfway through transactions on a regular basis: that’s just the way of the world and there’s not much you can do about it. What you CAN do, though, is chat up these customers later in a bid to get them to come check out your site again.

But before going on a long winded browser push notification praise fest, we’ll get to the point of the blog. Here’s the E-commerce ROI calculator; check out how much extra revenue you can rake in using browser push notifications.

Browser Push revenue calculator

Enter the following details and find out how much extra dough you can rake in using browser push notifications


Reset

With Browser Notifications get ….. more visitors and $…… worth more conversions

 

More Visits

0 per month

More Sales

0 per month

 

Fill in these details and we’ll hand you a personalized, unerringly accurate report showing how much extra dough your company can rake in using Browser Push Notifications

Fancy a detailed explanation?

Let’s imagine you run a fictitious E commerce company with a healthy website traffic of 11 million users, a fairly accurate consideration. Now, here’s the breakdown based on the numbers crunched (pertaining to the industry standards) by Vizury’s in-house marketers for this prototype.

1. In general, only 3 to 5 % of visitors to your home page go on to make a purchase. This is where browser push notifications make a real contribution, by reaching out to old as well as potential customers and informing them of extremely personalized offers.

2. With a subscription (opt-in) rate of 25%, that’s nearly 2.8 million of your total visitors who are going to receive useful and relevant browser push notifications from your website. Setting the tolerance threshold of an average user to browser push notifications as 5 per month, that’s 14 million you should be able to send every month without running the slightest risk of annoying your us

ers in the slightest.

3. At a 7% click through rate, this guarantees an extra 1 million visits to your website every month. Now here’s the best part. The typical conversion rate for a marketing channel is about 2-3%, but browser push notifications guarantee double that.i.e a 5% conversion rate. This means that you’re looking at an additional 49,000 orders on the back of these notifications.

4. Setting the approximate price of a single order at anywhere between 60 to 150 dollars (depending on where your store ranks among top E commerce sites), you should be able to rake in an extra 2.34 to 7.35 million dollars.

P.S- Get your own personal report based on the numbers you provided above. Just scroll up, drop your Email ID and wait for a detailed dossier to head your way.

 

Why Browser Push Notifications

Push notifications, email re targeting and the works have been around for quite a while now, but there’s still a huge chunk of customers you’re not getting through to, people who skim through their emails unless it’s work related, or those that swipe away whatever their app is trying to tell them through some sort of sheer default mechanism. Given the fact that 40% of your potential users are browsing your online store on their browser, be in mobile or desktop, that’s the place where you should be interacting with them chiefly, leaving mail and app as strong follow up means of communication. This is where browser push notifications can come in handy.

Newly introduced and quickly growing in popularity, browser push notifications enable you to hit a potential customer right on his web browser with rich media push notifications, in a bid to personalize his shopping experience for him. These notifications can consist of product images and descriptions similar to the ones the user has previously viewed or bought, deep linked right to the product page in a bid to quicken the purchase loop to make it easier for the customer.

Recommended Reads: Head this way for a detailed introduction to this marketing channel, or this way for a myth busting piece that will see your general apprehensions about browser push notifications blown away.

Write back to us at marketing@vizury.com or simply leave a comment below with your thoughts


Learn more about browser push notifications


5 myths around Browser Push Notifications Busted

Tackling website drop-offs : Re-engage users with browser push notifications

All that you must know about Browser Push Notifications

Browser Push Notifications: The new kid on the block

Smart e-commerce hacks : Price drop alerts

Browser Push Notifications for E-Commerce

Engaging your users with browser push notifications

What NOT to do while sending out Browser Push Notifications

Email vs Browser Push : Not really apples and oranges

Are Browser Push Notifications a good fit for your business? Ask our E-Commerce ROI calculator

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5 myths around Browser Push Notifications Busted

Browser Push Notifications are perfect for building marketing dialogs that eventually result in sales and loyal customers. These notifications enable E-Commerce marketers to connect directly with their website audience. Taking the right message to the right user and at the right time without having to wait for the user to visit third party websites, browser messages are perfect to execute retargeting strategies.  But like any new channel, there could be a lot of myths and questions about the effectiveness and benefits possible with Browser Notifications. This blog is to clear 5 common myths around Browser Push.

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Taming the African E-commerce Elephant

We have been here 6 months now and are truly stunned by the diverse yet gigantic e-commerce space. So much, that we have compared it with an elephant that is tall, strong and majestic in all its beauty.
Here’s the South African e-commerce elephant and what it takes to tame this royal creature.


African e commerce elephant

It has been an awesome safari so far and we have quite a few delighted customers.

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We look forward to more adventures coming our way.

Do come, say ‘Hi’ to us at Booth #35 at the e-Commerce Africa Confex.

5 Ways a Knowledge Base Can Improve your Ecommerce Business

In the e-commerce domain, there are many factors that bear an impact on the success equation. Enhanced user experience, top-notch customer service, intuitive and simple web design and customer relationship management have emerged as the key trends in the last few years.

Many of the solutions for the e-commerce business are available in the form of software. There are various software solutions that can be utilized in every aspect of an online store’s operation and knowledge base is one such handy tool that is capable of improving the productivity and curtail the expenses.

But, keep in mind that when we are referring to knowledge base here, we are talking about one that is perfectly structured and rich in valuable content.

So, without further ado, let’s see in which ways a knowledge base can improve an e-commerce business.

Strengthened Customer Support Department

Sooner or later, a knowledge base software will bring some constructive changes in your customer support department. The end results are improved customer support and lowered expenses.

Better customer support will be a result of customer support agents having extra time to concentrate on the important requests that cannot be resolved by a knowledge base. With fewer clients to handle, agents will work in a less stressful environment, thus providing a better service to the clients.

On top of that, all questions that were not in the knowledge base and were resolved by the agents can be integrated into the existing knowledge base. Remember that regularly updated and content-rich knowledge base is the number one ticket deflection factor in the e-commerce world.

A knowledge base also helps entrepreneurs in the e-commerce industry to cut down expenses by reducing workload of the support department. Since a knowledge base can be accessed all around the clock, a startup does not need to worry about hiring additional manpower, especially when the business starts to grow.

Improved Customer Experience

Effective help desk is a crucial part of any successful e-commerce establishment. A knowledge base enacts the same role as it aims to maintain the happiness quotient of customers. After all, higher customer satisfaction leads to improved retention rate.

But how does knowledge base achieve this? It helps customers with questions about products or services on a completely different scale. Unlike live chat, phone call or F.A.Q. page, a knowledge base is an interactive help desk that provides unique and delightful user experience to anyone who is looking for information.

Context sensitive help is a standard part of knowledge base software. With light boxes, popups and tooltips, help content gets a completely new dimension. Information is easily searchable and the learning curve is far less steep when customers are introduced to new products and services.

 

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Improved Onboarding of Customers and Employees

Fast and smooth onboarding of new customers is an important factor of customer retention rate. In order to achieve it, the customer support team should be able to provide quick and accurate answers to questions about a product or service. Yes, I think you might know the solution – knowledge base. The reason knowledge base shines when addressing the new customers’ onboarding issue is its proactive approach to this sensitive matter.

Instead of waiting for the question to pop and customer agent to address it, you can publish the answers of commonly asked questions in the form of an FAQ. Furthermore, by intelligently utilizing the context-sensitive (tooltips, popups and lightboxes) is helpful in creating guided tours of your product or service for the new customers.

And when it comes to onboarding of new employees, knowledge base has proven to be a highly effective and cost-efficient solution. Instead of wasting money and time on exhaustive training programs, new employees can learn quickly from the past experience and knowledge of their peers available at the employee knowledge management.

More Online Store Traffic

When the knowledge base contains well-written and valuable content, it will attract more people. Articles stored in a knowledge base are usually created using specific keywords related to the subject. In many cases, valuable and well-written content in a knowledge base can be found among top search results, thus increasing the chance that your help desk will be visited by prospects. After they find the help they were looking for, there are strong chances that they may continue browsing the store and make a purchase.

When you provide valuable help content, visitors will spend more time on your website. Time spent on page is a factor that Google’s search and ranking algorithms gives importance, so it is likely that your online store will be ranked higher in the search results.

Mobile-Friendly

In a world where a higher number of e-commerce purchases are made via mobile devices, it is important to provide mobile-friendly help content. A mobile-friendly help desk is another aspect of a knowledge base that enhances the overall user experience and ensures that the number of unsatisfied buyers is reduced to a minimum. All the documentation found in the knowledge base, including images, is accessible on multiple devices, not depending on the OS.


So there you go, five ways in which a knowledge base improves an e-commerce business. As you can see, this one software solution strikes several hot spots at once, improving each one of them.

Got any thoughts to share? Drop us a line at marketing@vizury.com or simply leave a comment below