The changing consumer is tech-savvy, socially aware and open to new online experiences that give them a breath of fresh air from the ordinary click and purchase routine. Today we talk about the relationship between consumers and eCommerce micro experiences and guide retailers on how they can optimise micro experiences to drive sales.
What are micro experiences in eCommerce?
In physical retail, micro experiences use all your senses to gain a grasp of your surroundings. Touching the products, seeing the store layout, soothing sounds and pleasant smells.
In online shopping, it takes on a different meaning. Micro experiences are based on how many visits a shopper makes to a website before completing a purchase.
Research by Adobe shares that the rise in micro experiences is evident across all categories:
Clothing / shoes – 84%
Furniture / home furnishings – 81%
DIY / garden products – 76%
Healthcare / beauty 75%
Food / groceries 61%
This begins to reflect consumers’ curiosity to compare brands, most likely due to the amount of information they have access to now. From reviews, videos to social media. But even categories like food/groceries where you may expect them to visit one and complete see 61% revisiting more than once.
What could be influencing this?
The three main factors fall on supply chain and operational issues:
Delivery speed (I can receive my products as quickly as possible) – 45%
Free and easy returns – 45%
The product I want is in stock / available – 42%
While optimising your operations and supply chain is costly, there are areas where you can begin to optimise now.
Here are other important factors for your potential customers
Positive reviews – 33%
The buying journey is as convenient as possible (from research to post-purchase) – 30%
The online purchase process is as quick and simple – 28%
That I can easily find answers to questions or speak to a human – 24%
That I can engage and experience the product virtually – 13%
How can I encourage quicker sales from micro experiences?
1. Make all product information available and clear to understand.
Be transparent with your price, description, images etc. With many options waiting to be discovered, your potential customers will be easily swayed to switch to a competitor if you do not cover these things.
32% of respondents say being recommended products based on my purchase history is a factor that encourages quick purchase.
Consumers are more aware of how their data is being used and if retailers cannot add value to a customer’s journey, then a sale is most likely lost. In the case of personalisation, consumers do not want to be chased around the internet with retargeting messages.
Instead, offer meaningful recommendations to improve product discovery and sales to assist customers in their eCommerce micro experiences.
Personalised recommendations are also a powerful way to reduce return rates in e-commerce. By analysing customer data, such as browsing history, purchase history, and search queries, brands and retailers can offer product recommendations that are tailored to the customer’s interests and needs.
For example, if a customer has recently purchased a pair of running shoes, a retailers could recommend complementary products such as athletic socks or a hydration belt. By providing personalised recommendations, the retailer is able to guide the customer towards products that are more likely to meet their needs and preferences, reducing the chance of purchasing the wrong product and subsequently returning it.
3. Customer care
Introducing video calls into your communication strategy not only supports a strong sales component but can tailor a service so unique and seamless, customers will keep coming back for more.
Looking back to Snug’s case study, where we have helped a 30x increase in conversion rates highlighted that live video shopping has enabled them to take a light-touch inquiry to a conversion.
Customers visiting your website are showing all types of intent and it’s up to your service how you can encourage a sale.
Creating opportunities where a customer can speak with a human not only answers questions but simplified the buyers’ journey.
Online shoppers are tech-savvy and frequent users are more welcoming of new technologies that enhance the eCommerce experience. It’s time to take a proactive step and decide what your edge will be when engaging with curious consumers.
Micro experiences should not be overlooked and instead, worked upon to further enhance your market offering as a customer-centric retailer.
Learn how you can drive more sales by booking a call with our team here