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.
[1. Goal completion AKA conversions]
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:
- Ensure titles and descriptions are not only accurate but also relevant.
- Use the *shopper’s* keywords, the words they’re searching for and have a gut reaction to.
- Then, make your creative more informative. Images are powerful, and they can be used to relate so much more than just what a product looks like. Try adding prices, sales copy, and other tidbits directly into product images. This will get shoppers to not just glance at your copy but take in a lot of information about your offering quickly.
Next, for landing pages and product listings:
- Start by making sure the product information is complete.
- Shoppers are often scanning for very specific keywords...See? There’s so much you can say to show the shopper what a product really is. Include pattern, year, anything that might be relevant.
Then, ensure information on this page is consistent with your other pages and ads.
- When a shopper goes from one touchpoint to another, information needs to stay the same. In particular, that means the shipping details as well as the *shopper’s* *selected* size and color. Messing up these details really can cause shoppers to make the split second decision to cancel their whole endeavor with your brand.
[2. Are sales happening as expected?]
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:
- __Does the product content show off your brand__ and make shoppers trust you? In other words, are they getting a consistent message and seamless experience across touchpoints, or are they being met with blockers and changes in product details?
- Then, what role does product information play in your __nurturing process__? Take emails or retargeting on Facebook, for example. Not everyone will want to see the same products. Products needs to be added dynamically in email, or showcase dynamically on Facebook, so they’re really, uniquely relevant and not just an afterthought.
- Lastly, on your website or key marketplaces: __can shoppers easily locate specific products and discover new ones__? For example, if I’m looking at your red dresses, can you suggest related outfits? If you’re out of my size, will you help me find something else? Shoppers expect the answer to be yes.
[3. Are products being returned?]
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:
- Core information that isn’t really accurate, like less-than-exact sizes and colors or vague shipping information.
- Explanations that may be *technically* correct, but aren’t user-friendly and cause confusion about the product’s true capability.
- And content that oversells or exaggerates, particularly in descriptions and shipping details.
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!]