Customer engagement is to eCommerce what cheese is to wine. If you find yourself struggling to meet your targets, increase eCommerce sales, or drive revenues, it might be because you aren’t leveraging Product Experience Management (PXM) to engage your customers effectively. In a world where it has become so easy for customers to move from one online brand to another, customer engagement is central to digital success and must be a constant priority for businesses.

Customer engagement is a critical aspect of any eCommerce strategy , as it helps organizations deliver better experiences and foster stronger (and longer) relationships with customers.

Here are the 7 top ways to improve customer engagement and increase eCommerce sales:

Opt for a content-first strategy : 

In the eCommerce era, product content is the driving force of successful digital commerce. Since today’s customers always expect useful, accessible, and high-quality content across all channels, organizations need to work towards creating, publishing, and distributing content efficiently and effectively.

Opting for a content-first strategy means accurate, enriched, and consistent product content lies at the foundation of your business.

Since customers need to be able to easily find (and trust) your products, a content-first strategy provides all the information your customers need to make quick and easy purchasing decisions.

Provide rich (and right) details : 

Unlike in a brick-and-mortar setup where it is fairly easy for customers to reach out to a retail worker to have their query answered, in eCommerce, you must provide rich and accurate details to customers at every touchpoint of the buying journey: beginning from awareness to consideration, purchase, and support.

By providing detailed product information, technical specifications, instruction manuals, product comparison charts, buyer guides, product reviews, and FAQs at the right place and the right time, you can drive exceptional engagement led by your content and experience goals.

Strengthen your Product Experience : 

Today’s tech-savvy and context-aware customers reach out to brands not just to buy products, but also to seek expertise.

Another way to strengthen customer engagement is by creating a powerful customer-centric experience w.r.t the products, i.e., a Product Experience for the ages.

Modern cloud-based platforms like Amaze can enable seamless and efficient management of products, data, and experiences – in a single location, allowing you to easily manage all your product information and unlock your product’s potential via rich content and a meaningful, well-designed interface.

Make sure to provide an experience that gives all the answers to customer questions as they navigate through your digital portfolio.

From robust search engine performance to seamless discovery and objection handling – a rich and curated product experience is a great way to align customer needs to brand offerings and establish a trustworthy and efficient journey that fortifies loyalty and advocacy.

Enable personalization : 

When customers engage with a business, they don’t want to be just one among many. They want to feel special and cared for. They want the business to understand their needs and offer products that best fit them – even if it comes at a cost! Do you know?

Customers are ready to spend 17% more for a good experience! Leveraging data and insights to enable personalization is a great way to drive engagement. It also helps capture an increasing share of the customer’s wallet while efficiently growing average order values.

With the right data, you can clearly gauge current (and future) needs, buying behavior, and preferences. This allows you to deliver the right assortment of products, bundles, and accessories while creating optimum cross-sell and up-sell opportunities.

Seek feedback and reviews : 

Rich customer engagement is not just about providing products that customers desire. It is also about giving them a platform where they can voice their thoughts, views, and opinions.

Such feedback can allow you to feel the pulse of your customers. It helps you stay a step ahead in the market. It can also help you measure customer satisfaction and make better business decisions.

Seeking ratings, feedback, and reviews from your customers can help create a sense of “being heard.” It also allows you to incorporate their feedback into your products, continuously improving customer experience and engagement.

Build on loyalty programs : 

For customers who are loyal to your brand, offering the best and most lucrative loyalty programs can help in boosting ongoing engagement.

Offering uber-curated offers and discounts is a great way of rewarding and incentivizing your loyal customers. If customers feel good about purchasing products from you, they will most likely keep coming back to you for their product needs – giving your business an edge against your competitors.

With the right offers, you can improve customer loyalty and retention while boosting sales and organizational growth.

Get Mobile (and Social):

As buyers become savvy, they are increasingly using their smartphones to conduct searches across multiple screens. This shift in behavior is reshaping the way businesses interact with customers. To keep up with the growing expectations of customers and drive engagement, organizations must operate with a mobile-first strategy. This strategy ensures that content is accessible at the right time and in a manner that the buyer expects. Furthermore, Product Experience Management (PXM) plays a critical role in ensuring that content is aligned and optimized for mobile platforms. It provides a seamless and consistent experience across all touchpoints, enhancing customer satisfaction and engagement.

Mobile-Specific Features for Seamless Experience

Offering mobile-specific features like geotagging, AR, push notifications, beacons, and NFC is certain to pave the way for a seamless and trustworthy buying experience. These features work together to enhance the customer journey and support conversions. This experience translates into revenue goals and ensures customer satisfaction. Moreover, these features can be integrated into your Product Experience Management system. As a result, they help further improve the overall customer experience and drive increased engagement.

Strengthening Social Media Presence

At the same time, it also makes sense to strengthen your social media presence. This includes regularly posting about new products and features on different channels. Additionally, it involves promptly responding to concerns and queries, and engaging through contests and events. When paired with effective PXM, social engagement can elevate the customer experience. This, in turn, helps brands stay top of mind and foster stronger relationships with their audience.

Given that customer-centric companies are 60% more profitable, organizations need to constantly up their digital commerce game. This highlights the importance of adapting to evolving market demands. In today’s fast-paced business environment, it is essential to stay agile. With Product Experience Management (PXM), businesses can effectively tailor their content and experiences. This enables them to meet the needs of today’s mobile-first, socially-driven consumers. By embracing PXM, companies can stay competitive and ensure their strategies align with consumer expectations.

Opting for a content-first strategy is one effective approach. Additionally, providing rich details and strengthening product UX are key. Moreover, enabling personalization, seeking feedback, and building on loyalty programs can further enhance the customer experience. Improving mobile and social capabilities is also crucial.

Together, these strategies help improve engagement, boost revenue, and transform your digital future. Through PXM, all these strategies can be unified. This creates a holistic and impactful approach to customer satisfaction and business growth.