First, then,
the strategic approach – creating a customer-driven
intelligence pod.
Re-Commerce™ has categorized the
abandonment level at 3 stages.
Stage 1: Customer visits your ecommerce store and abandons
without putting any item in the shopping cart.
Stage 2: Customer abandons your ecommerce store with items
in the shopping cart but not proceeding to check out.
Stage 3: Customer abandons your ecommerce store during the
check out process.
The first three months are crucial
in the development of what we call the ‘customer
intelligence pod’, a grid of the key customer-driven
reasons why visitors did not make a purchase and
customer driven insights how to improve the
e-commerce store. This strategic step is all about
listening to the unheard abandoners. Listening, and
hearing those important people (12 times more people
than the customer base) maybe be able to provide
knowledge to optimize the e-commerce store to appeal
more broadly to all customers or more specifically
to a larger group.
The plan would be to collect strategic insights from
the thousands of visitors that have left your
website without purchasing and develop internal
intelligence on reasons for abandonment.
Having spent millions of dollars acquiring
potential customers, it seems common sense to
let your customers tell you why they are leaving and
to track the key reasons (be it the price is too
high, shipping cost is too high, shipping time is
very long, product out of stock, merchandizing
problem, etc.). It would also be imperative to paint
the global picture of your potential customers -
socio-demographics and customer portrait, what they
came to buy and what could the site have done better
to have made them purchase today.
At the same time, sites can create a CRM database
where visitors agree to receive marketing
communication from you, which gives you the chance
to reconnect. You have spent, lets say, 50 cents to
acquire the customer, doesn’t it make sense to
develop a crm database community of potential
customers.
|
