Today’s post is from Frank Lord, head of ATG’s Commerce Suite business in EMEA. Frank will also have a longer contributed article on this topic that is due to appear in an upcoming issue of the UK publication, Netimperative Magazine.

The Harvard Business Review recently published a study examining thousands of e-commerce sites worldwide, concluding that those who add compelling content to their websites to directly engage customers successfully grab the sale. The scary part though, is that a majority of e-commerce managers shy away from adding content, believing that “a broad array of information diverts attention from the core offerings.”

When consumers shop online, they want to see information and products that are relevant to their interests. Too many times, retailers focus on price or dramatic offers to lure shoppers in. But research indicates that e-commerce managers who build their sites around what really matters to the person at the other end of the keyboard will be rewarded with higher returns. After all, who doesn’t want to be shown a little TLC? 

Imagine you’re at a party and two different (but equally attractive) men or women approach you hoping to get a date. One asks you a few questions (are you single, your age) and proceeds to give you their life story. The other chats up an engaging conversation during which you both share your thoughts on your jobs, hobbies, recent vacations and your favourite restaurants. Most people would be inclined to choose the second person. People don’t like to be lectured at or involved in a ‘one-size-fits-all’ conversation – they want to feel engaged. The question now becomes, how can e-commerce managers apply this knowledge to their operations?

Really, the trick is to help your site behave like a human being again. New technology tools such as searchandising, click to call and web self-service tools allow you to track and analyse online behaviour and ultimately use this knowledge to connect with your customers. Are they looking for flip flops? Provide them with tips on keeping their tan. If a customer has a question, they want instant gratification. A unique and tailored experience for customers will keep them coming back for more, which in turn will increase up- and cross-sell opportunities for the business and prevent customers from abandoning online purchases at the last minute.

As the economy is slowing and food and fuel bills continue to rise, shoppers are watching their dollars all the more closely. This gives e-tailers a real opportunity to maximise sales. As increasingly savvy customers turn to the web for deals, e-commerce managers should be considering how they can keep them engaged using product comparison tools, reviews and co-ordinated online marketing. These tactics are miles away from the one-sided ‘chat up’ of the shop window websites of the past, but also help to create an interactive conversation with the customer which is far more likely to lead to a long-term relationship – or at least a date. The principals of retail are not much different than dating whether it is online or in person – great looking stores with personalised service keep customers coming back, and happy customers who feel assured that the retailer will remember them every time they return are more likely to pay for their quality experience.

Engaging customers in a two-way conversation is not as difficult as you may think – especially if you know what makes them tick. Retailers that get to know the other person first and use that information in way that engages them, will be walking out of the party with a new date. Skipping the essential courting period could cost e-commerce managers more than a second date. As in the natural world it is only the fittest e-commerce sites that will survive, and to do so they need to engage with the customer in as natural a way as possible.

[tags] e-commerce, personalization, e-tailing [/tags]