Part #1: Customize Your Customer Service Experience
1. 89% of shoppers have stopped buying from online stores after they’ve experienced poor customer service. (RightNow)
2. In solving your customer’s problems, should you take your time and answer effectively? Or should you answer right off the bat even though you don’t have a solid solution yet? You decide: 17% of consumers would recommend a brand that provides a slow but effective solution. (Nielsen-McKinsey)
3. On the other hand, 33% of consumers would recommend a brand that provides a quick but ineffective response. (Nielsen-McKinsey)
4. 83% of the more than 5,000 consumers said they consistently needed some type of support during their online shopping. 31% of them need online support immediately while 40% of them require assistance within five minutes. (LivePerson)
5. What makes your customers fall in love with your business? 73% of them say they love you for your friendly employees or customer service representatives and 55% just love the way you easily give them access to information and support. (RightNow)
6. You may consider adding live chat to your online store’s customer service strategies: 31% of online shoppers from both the US and UK say they’d be more likely to purchase after a live chat. (BoldChat)
“If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.” – Jeff Bezos, CEO of Amazon
8. Love your new customers, but never forget to appreciate your old clients as well: it’s 7x more expensive to get a new customer than to retain an existing one. (Invesp)
“Our philosophy has been to take most of the money we would have spent on paid advertising and invest it into customer service and the customer experience instead, letting our customers do the marketing for us through word of mouth.” – Tony Hsieh, Delivering Happiness: A Path to Profits, Passion, and Purpose
10. Here’s something to encourage you to compete by value, not by price: By the year 2020, customer experience will overtake price and product as the key brand differentiator. (Customers 2020 Report)
11. Not yet convinced that you need to prioritize your customer service skills? A customer is 4 times more likely to go to your competitor if your problem is service-related than price- or product-related. (Bain & Company)
12. How do you win back your past customers? 70% of complaining customers will do business with you again if you resolve the complaint in their favour. (Lee Resource Inc)
13. Do you need more encouragement to improve your customer service efforts? 86% of customers are willing to pay up to 25% more to get a better customer experience. (RightNow)
14. How many of those customers are willing to shell out more for a better experience? 55% of them are. (Defaqto Research)
15. As we say, not all customers are equal. Case in point: Ecommerce spending for new customers is on average $24.50, compared to $52.50 for repeat customers. (McKinsey)
“Communications is at the heart of e-commerce and community.”- Meg Whitman, President and CEO of Hewlett-Packard
17. If you’re set on building brand loyalty, a loyalty program like offering points for purchases in your online store may help in increasing your sales. After all, one loyalty program member spends up to 13% more than two non-members. (Forrester Research Paper)
18. Offering points as rewards can increase repeat shopper annual visits by up to 20%. And with the average U.S. household actively participating in 8.4 loyalty programs, you’d be a step behind your competition if you don’t offer this! (Shopify)
In order to drive more customer visits to your online store, you can also reward them with points just for logging in or for referring a link to a friend.
Part #2: Define and Segment Your Demographic
19. Think women are responsible for creating online shopping trends? Men are actually more likely to purchase online through their mobile gadgets. Last year, 2014, 18% of women bought an item on their smartphone, compared to 22% of men. (Business Insider Intelligence)
20. 33% of UK online sales occur after 6 pm. (IMRG)
21. Two-thirds of Americans aged 50-plus buy from e-retailers online. (Pew).
22. Why should you also focus on tablet users? Consumers who visit your website via their tablets are nearly three times more likely to purchase something as compared to those who visit your website via their smartphones. (Adobe) Tablet users also spend more than PC users.
“Because tablet users tend to be active, tech-savvy customers, we see iPad leads convert 30% higher than desktop-based transactions,” Mike Clem, Director of E-Commerce for Sweetwater
24. When shopping for products, 50% of millennial parents say they try to buy products that support causes or charities. (Fort Mill Times)
25. Is your promotional post targeting the right market? Millennials (online shoppers aged 18-34) spend more money online in a given year compared to any other age group. This is a surprising feat, considering that they earn lower incomes than older adults. (Business Insider Intelligence)
26. One in four mobile online shoppers in the US is over the age of 55. (Business Insider Intelligence)
“You can’t wait for customers to come to you. You have to figure out where they are, go there and drag them back to your store.” – Paul Graham, Y Combinator
28. Men from 18-34 years old would ideally want to shop online. They also typically shop on auction sites and use shopping apps on their mobile devices. (Business Insider)
29. Do you need more figures to convince you that men like shopping using their phones more than women? In the U.S., 16% of men – as compared to 13.3% of women – are interested in using their phone to purchase an item. (Kantar Media)
30. More than 80% of the online population has used the Internet to make a purchase. Additionally, more than 50% of these online population shopped online more than once. (Invesp)
31. In the US, 62% of online women shoppers pay attention to discounts and promotions as compared to 57% of online men shoppers who do. (FactBrowser)
32. As noted by David Bell in his research, customers are more likely to take advantage of waived shipping fees that cost $6.99 than a discount that gives them $10 off. Your customers are more tempted by waived shipping fees rather than by discounts – remember this the next time you struggle thinking of an effective promotional campaign.
33. In your social media platforms, it’s okay to promote your brand once in a while, but it’s better to connect with your customers all the time. Consumers aged 18 to 29 use a brand’s social media site for customer service interactions (43%) than for marketing (23%). (J.D. Power and Associates Social Media Benchmark Study)
34. By the year 2016, online sales driven from social media will grow 93% per year. (TrueShip)
35. Are you limiting your reach to Facebook, Twitter and Pinterest? Don’t forget about YouTube: compared to other social media platforms, YouTube has the highest pages per visit, longest visit duration and lowest average bounce rate. (Shareaholic)
36. 53% of customers expect brands to respond to their Tweets within an hour, so better get replying to those mentions of your online store! (Lithium)
37. Want more retweets? The 5 most retweeted words are “you, Twitter, please, retweet” and “post”. (Social Marketing Writing)
“Content-based marketing gets repeated in social media and increases word-of-mouth mentions; it’s the best way to gather buzz about a product.” – Marsha Collier
39. Only 12% of businesses feel that they are using social media effectively. Don’t be one of them. (Harvard Business Review)
“Don’t mistake social as the core of the shopping experience. Social is a means to make shopping better, not vice-versa.” Cyriac Roeding, CEO of ShopKick
41. If you’re going to tweet more than 2 or 3 times per day, spread your Tweets all throughout the day – statistics show that you will get the best CTR (Click Through Rate) if you post not more than 1 to 4 times an hour. That way, you won’t squeeze all your tweets in a small time period, improving your chances of your content being seen by more people. (Shopify)
42. If you’re looking for the best time to post your tweets, posting 1-4 times from 1pm to 3pm may be your best bet. (Shopify)
43. Facebook is a different matter altogether: Facebook posts peak around noon and after 7pm – people log into their accounts during lunch breaks and after work. (Shopify)
44. Men prefer to read blogs after working hours while women are more likely to read them in the morning. Keep these mind when you’re sharing content via your social media platforms. (Shopify)
Don’t just take our word for it. You’re accountable for your own testing, too. “Everyone should collect their own data and find out when the best times to post, email, tweet are.” – Sean Work, KISSmetrics
46. Social commerce sales are expected to reach $30 billion per year by the year 2015, with 50% of the online sales happening through social media.
47. It doesn’t hurt to smile, especially if you’re on Facebook. According to Hubspot, putting a smiley face can increase your post likes by 57% and post shares by 33%! (But don’t overdo it.)
48. You may try incorporating customer reviews in your online store’s official Facebook page. 90% of respondents state that positive online reviews influence their purchasing decisions. (Marketing Land)
49. 74% of consumers depend on social media to guide their purchases. (Mobstac
50. Additionally, if a prospect liked your brand’s official page, you better keep your reputation up. 39% of Facebook users like brand pages so they can research different products. (Mobstac)
Part #4: Mobilize Your Mobile Marketing Campaigns
“Mobile users will do anything and everything desktop users will do, provided it’s presented in a usable way.” – Brad Frost
52. If your online store isn’t optimized for mobile, get ready for a lot of rejection. 30% of mobile shoppers abandon a transaction if the shopping experience is not optimized for mobile. (MoPowered)
53. Aside from optimizing your mobile website, you also need fast loading time – 57% of mobile customers will abandon your site if they have to wait 3 seconds for a page to load. (Strangeloop Networks)
54. This 2015, US mobile device sales are expected to hit $31 billion. (eMarketer)
55. Email marketing has an ROI of 4,300%! (Direct Marketing Association)
56. Email marketing is so effective – in fact, its customer acquisition rates have quadrupled over the past four years. (Custora)
57. 61% of people have a better opinion of brands when they offer a good mobile experience. (Latitude)
“In the last twelve months, customers around the world ordered more than $1 billion worth of products from Amazon using a mobile device.” — Jeff Bezos, CEO of Amazon
59. 71% of mobile purchasing decisions are most influenced by emails from companies. (Adobe)
“I can’t overstate how mobile is changing how we interact with our consumers, we have to embrace these changes.” Joel Anderson, CEO of Walmart
61. Mobile is estimated to account for 25% of all U.S. online sales by 2017. (eMarketer)
62. Global mobile Ecommerce sales are expected to reach $120 billion in 2015. If you’re not making use of your mobile-optimized website, then you’re missing out on making a whole lot of sales!
63. Mobile users are more likely to convert into customers. 78% of searches for local business information using a mobile device result in a purchase. (SearchEngineLand)
To give you a clearer idea, here’s a list of conversions of different mobile devices:
64. 2 out of 3 mobile users prefer a mobile website to a mobile application. When your business is forcing your customer to download an app before they can transact with you, this is perceived as an unnecessary barrier. (KISSmetrics)
65. Online shoppers spend more time shopping on their mobile devices than their desktops. (Comscore)
- 44% of retail Internet minutes are spent on mobile phones.
- 11% of retail Internet minutes are spent on tablets.
66. During the checkout process, if your shipping and handling costs are too high, 44% of your customers will abandon the shopping cart outright. (North American Technographics Retail Online Survey)
67. If you want abandoned carts to be active, you need to offer discounts. 54% of shoppers will purchase products left in shopping carts, if those products are offered at a price lower than its original. (Ecommerce Survey 2014)
68. 23% of online shoppers will abandon their shopping cart if they have to create a new user account. (KISSmetrics) You don’t want your visitors to abandon their shopping carts, do you? Then don’t force them to create an account – instead, encourage guest checkouts.
69. 67.45% of online shopping carts are abandoned. (Baymard Institute) This means that for every 100 potential customers, 67% will leave your online store without even purchasing anything.
Why do they leave?
70. In 2013, as many as 74% of online shopping carts were abandoned by shoppers. (Barilliance) This abandonment rate is up from 72% in 2012, and 69% in 2011. Shopping cart abandonment is increasing, unless you do something about it.
Part #6: Ecommerce in Years To Come
71. By the year 2015, there will already be 3 billion internet users worldwide. This figure is already 42.4% of the entire world’s population!
“The ecommerce industry is a force that no investor can afford to ignore.” – Cushla Sherlock, Corporate Communications, Credit-Suisse
73. US ecommerce sales are predicted to grow from $263 billion in 2013 to $414 billion in 2018.
“By 2022, brick and mortar retail spaces will be little more than showrooms.” – Eddie Machaalani & Mitchell Harper, Co-CEOs of Bigcommerce
“Curation and personalization will be a big part of e-commerce moving forward.” – Danny Rimer, Partner at Index Ventures