There are many touchpoints in the eCommerce customer journey, and you need to deliver rich product content every step of the way. The eCommerce landscape...
1. Be thankful for your customers
We don’t have to tell you your customers are windows into the soul of your business. Although this sounds dramatic, no one understands your business’s customer experience better than your customers. You know your business machinations, but to be more successful, how customers perceive you is what counts.
Customer reviews are the gold mine of information you need to delve deeper into your shortcomings to be better at what you do. So, while ‘tis the season to be grateful for customers, it is also a reminder to leverage their insights to your advantage. Take their comments to heart and watch your business soar.
3. Listen to your customers
Product reviews provide surprising insights about who your target audience is. You might have a target you market to right now, but certain products might attract a niche market or unexpected demographic you hadn’t considered. Their comments tell you why they are using specific products providing a new segment you can tap into. Also, they might bring product features to light you never considered as positive attributes. For example, say you sell camping gear.
Up until now, you’ve targeted the rugged outdoorsman who is all about rainproof, lightweight materials. However, through customer reviews, you find a lot of discussions about how great your gear looks. You just discovered a hipper demographic who loves the fact your camping gear is glamper-friendly. This higher-end target loves creating FOMO-worthy posts on social media and depends on your on-trend flannel to do so.
On the flip side, you might find people are less keen on a feature you found important, such as a special kind of clasp no one ever mentions.
You can downplay the less important points and up play the new attributes people love. In fact, you can even call out that segment with a line such as “And glampers love the rugged black and red plaid design that creates an attractive, upscale look to their campsite.”
4. Acting on your findings
Product reviews provide a reliable source to improve your product descriptions. When you review what people are saying through different marketplaces, you can rewrite your product descriptions to suit those specific customers based on the thoughts and comments they share. Using a product information system (PIM), you can segment your product descriptions to resonate with the different types of customers frequenting each marketplace.
You can leverage product reviews using feedback specific to these marketplaces to create a better sense of customer loyalty. You can also combine product reviews from other sources such as Google, Yahoo, Facebook or industry-specific review sites to share on your own website and product pages.
This feedback enables you to measure the level of satisfaction your customers share to create more meaningful customer experiences.