Blog post

Make things simple with experience-driven content

March 23, 2018Michael Henley

My latest article speaks to the specific strengths of the digitally native vertical brand: e-commerce capability and customer experience. Let’s further elaborate on what makes successful experience-driven content is so critical to the customers of any business.

Make it easy for customers to do business with you

Customer experience is all about one word: simplicity. When a potential customer discovers your website as a visitor, you’ve only got a certain amount of time before they either navigate further into your domain, or they lose interest and hit the back button. The easier and more straightforward your website is in helping your customer achieve their goals, the better your overall customer experience is going to be. Most importantly, this determines how many customers you retain, and therefore how many you can convert into lifetime customers.

experience-driven content - scrabble pieces spell customer service

Creating and maintaining these valuable customer relationships online is what drives digital commerce, and as such it’s also what gives DNVBs their edge. It’s not only about drawing new customers to your website, but it’s also about making them your recurring customers. This recursion can largely depend on whether or not the customer was satisfied with their experience interacting with your company and brand.

How easy was it for your customer to find what they were looking for? Did they feel negative pressure to buy? Was the overall experience a positive one? These are the questions that can really determine whether or not your customers will continue doing business with you, so they’re critical elements to consider when implementing experience-driven content into your website.

The numbers behind experience-driven content

As far as measuring the contribution of a successful customer experience-driven content to your company’s bottom line goes, here are a few helpful things to consider:

  • Invest in experience. Recent findings have shown that for every $1.00 invested in user experience (UX) development, the firm earns about $100.00 on average.
  • Content vs. simplicity. This one is tricky. Having effective customer experience-driven content is all about the balance between simplicity and content depth. You want your site to be able to answer any and all questions your customer may have, but you also want it to be built in a way that hides this information from view, while also making it easy to be discovered at the same time.
  • Customer lifetime value. How much a customer is estimated to spend, on average, during his or her “lifetime” doing business with the company.
  • Average order value. Refers to the average amount spent by customers per order. This can be enhanced through a great customer experience. For example, building a website that can recommend products to add to an order in progress can encourage them to buy more from you per purchase. Additionally, if your website allows the customer to compare products side-by-side with competitors, then it has a facet of customer experience that would be helpful to keeping your customers in your experience and not in someone else’s.

experience-driven content-4/5 stars

It’s strategic to take some time to really understand these concepts, and to use them to improve your company’s approach to creating experience-driven content. Getting to know and understand your customers is the best way of satisfying their needs, and creating a simple yet effective user experience is an excellent way to do this.

Many of your customers will have already gone through most of their decision making process by the time they reach your site, and so many of them are really just looking to take that final step. This gets into the tricky balance of making your online presence engaging and helpful, while also being simple enough to cater to those end-stage customers, who are really just trying to click “checkout.”

Get to know your customers with Luminos Labs

Here at Luminos Labs, we’re always keeping up to date on the latest trends in digital commerce and customer experience, and we were even named Microsoft Episerver’s Digital Partner of the Year¬†recently, which we’re super excited about. Digitally native vertical brands are becoming increasingly popular, and as a result it is vital for your business to be prepared.

If you’re interested in adapting with a new e-commerce platform and need some advice on how to best go about it, then we’d love to hear from you. Remember that there are no costs to any initial consultations. Also, if you’re interested in following our insights on tech industry news and strategy, then please feel free to subscribe to our weekly newsletter!

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