Keywords: improving customer website e-commerce loyalty In e-commerce, brand loyalty is not a popular concept. When the concept of network was the hottest, few people paid attention to brand loyalty. Now, the network has entered the cold winter, and it is time for e-commerce websites to start cultivating brand loyalty.
Without brand loyalty, even the best e-commerce design may fail. The value of online customer acquisition has two aspects: with the extension of time, the cost of customer acquisition doubles; In addition to increasing purchases, loyal customers often recommend new customers, which is also one of the important sources of increasing profits. Some retail websites have also designed some methods to let customers who enter the website recommend them to their friends, so that the customers won't spend any money. If more customers are obtained in this way, the website can shorten the loss period and enter the profit period earlier.
Ebay can be said to be the leader of e-commerce, especially in making profits from the recommendation behavior of loyal customers. It is very successful, and 50% of customers will recommend ebay to others.
First, the main factor to promote online brand loyalty: trust
The first step to gain customer loyalty is to gain their trust, which is the same in traditional business. But on the internet, business processing is virtual and invisible, and its uncertainty and risk are greater. Customers can't see the sales girl's smile or the specific office equipment. If customers don't believe in your image and commitment, they will buy elsewhere. According to the survey of people who often shop and trade online, they think that the most important feature of a website to win their transactions is "I know it and trust it", while all other features such as "low price" and "the widest choice" are far behind. Price does not dominate e-commerce, and the real leader is trust.
Because of trust, websites can obtain customer information and establish good relationships.
When customers trust online providers, they are willing to tell each other their own information. In this way, the website can establish a close relationship with customers and tailor it according to their personal preferences, which will increase trust and loyalty. Such a virtuous circle will soon make the website surpass its opponents for a long time. Amazon has gained a dominant position in the online book market by creating the most reliable image. Millions of consumers easily submit their names, addresses and credit card numbers to the ordering system. They come back to buy not only books, but also CDs, CDs, hardware and other products. If consumers don't trust Amazon, or are afraid to reveal their credit card numbers or something, they will never share their personal information with others. 1999, when the media revealed that Amazon had accepted compensation from publishers for its so-called neutral book reviews, consumers no longer believed it.
Really consider the interests of customers in order to gain trust.
Another good website to cultivate and utilize loyalty is vanguard group, which is the fastest growing fund in the past decade. Now it manages assets of 500 billion dollars, and it has invested 654.38 billion dollars to develop its website. CR Vanguard never used websites to promote his products, but used the internet to inform and educate customers, and sometimes even guided people not to buy any funds. When you click on the page, you will often see the warning of "invest carefully in a fund", or you may receive such a message: tell you that a fund is about to pay dividends, and suggest that you postpone your investment to avoid tax obligations; When a fund is particularly strong recently, it will remind you that this momentum may not last long, so be careful to fall. This behavior is contrary to that of most fund companies, which only induce investors to invest in hot funds. Subsequently, Pioneer established a solid relationship with customers and won profits.
Let credibility spread publicly
In order to reward credibility, some websites have established strict management, and buyers and sellers evaluate each other at the end of each transaction. These comments were published on the website, and the reputation of each member became well known, thus winning the loyalty of customers.
Second, how to study loyalty strategy?
In fact, in the anonymous space of the Internet, it is easier to know customers' purchase history and their preferences than traditional businesses. In traditional stores, you know nothing about consumers unless they buy something, but in online virtual space, their buying mode is transparent and his every move is recorded. Due to the advantages of the network, it can be said that the website has unprecedented opportunities and technologies to cultivate customer loyalty. We should study more about why customers stay and why they leave, instead of just fixing our thinking on expanding the capacity and visits of the website.
Research shows that online sales only develop the purchasing potential of consumers by 30%, but aol is an exception. It carefully measures its customer loyalty and buying patterns, and uses this information to guide the strategy, marketing and website design of the website. Although its method of acquiring customers is a bit carpet bombing, it is based on the analysis of retention rate of different consumer groups and the economic analysis of life cycle. AOL has done a lot of small-scale tests on the program to attract consumers. Its investment in the customer service center has never been stingy, nor does it reduce its service capacity in order to reduce service costs. Its central task is to improve the convenience of service to attract more convenient customers. After studying customer loyalty, the company found that when aol became a part of daily life, consumers had to constantly modify their accounts, so the company strengthened the tracking function of service software such as calendars and schedules. The more customers use it, the more they cannot live without aol.
Dell Computer Company is also excellent in this respect. It has a special department and a responsible vice president to manage customer loyalty. One of its vice presidents, paul bell, said: "Every listed company reports its performance to shareholders every quarter, but few companies use a series of standards to track and monitor the customer experience every month and quarter, and we have done it." After studying the data of customer retention rate, Dell Computer Company found several key factors to promote brand loyalty: order fulfillment, product performance, past sales service and support. And summarize the statistical data of each factor. For example: order fulfillment, measuring customized services.
Percentage of customers who arrive on time and accurately; Product performance, measuring the frequency of product problems encountered by customers; Service and support, to measure the on-time arrival rate and success rate of the first service, the company has established a tracking statistical analysis system, which is summarized and uploaded every day and shared with all employees for improvement.
Another trick of many companies that do well in customer loyalty is to care about the cost of owning products and services. Dell Company calculates the cost for customers to purchase Dell products: placing orders, installing, running, serving, arranging and necessary software. Which of these costs are paid to Dell and which are paid to other companies, and this information will guide companies to invest in new products and services. By doing so, Dell not only created new revenue sources for the company, but also reduced the total related costs of customers buying Dell products, greatly improving brand loyalty.
The value of tracking customer loyalty lies in transcending fashion and discovering the reasons for loyalty. Through the research on the purchase mode of excellent e-commerce websites, it is found that five aspects are extremely important: excellent customer service, timely delivery, eye-catching product introduction, convenient and reasonable delivery and product price, and clear and credible privacy policy.
Third, ways to attract target consumers.
The network market should also be subdivided, because any consumer can surf the Internet anytime and anywhere, so website operators are prone to make the mistake of attracting as many users as possible, especially the enthusiasm of the investment community for the network some time ago has accelerated people to make such mistakes. They believe that online sales should be recommended to as many customers as possible, and then they will win customers indiscriminately, and at the same time measure success with page visits, single visitors and sales. In fact, the basic work of carefully selecting the target consumer groups, which is helpful for success, has been ignored. Without consumer segmentation, it is difficult to build brand loyalty. Users want the website design to be as concise as possible and to log in quickly. However, the more users and the wider the site, the more complicated the site will be. You must do all the work well to meet all consumers' different technical hobbies, different service needs, different price sensitivities and different brand preferences. It is also necessary to constantly add new features and functions. As a result, it is difficult to access the website and find information.
Another common problem in doing e-commerce is to only pay attention to traffic statistics. The analysis of the economic life cycle of e-commerce in the above figure shows that customers must stay at a site for 2-3 years before the company begins to recover its initial investment. However, we found that about 50% users left in less than three years, so it is of no economic value for the website to pursue as many users as possible and ignore the establishment of long-term relationships. Pioneer's experience shows that low-cost advantages can be created by cultivating strong loyalty.
In website design, Pioneer advocates taking core customers as the center. It doesn't provide complex trading capabilities like other websites. It only caters to traditional and conservative customers, and its typical customers only trade 3-4 times a year.
The first step in determining which consumers should be caught is to evaluate different types of online consumers. Generally speaking, most online shoppers are sensitive to price, but for most singles, it is probably "convenience first". The study found that the starting point of their trading with websites is to make life easier. They are willing to pay more for convenience. They are price-rational, but they will never pay too much attention to price. There is also a group of people who value brands very much, and they also like stable and long-term relationships. Therefore, the loss of customers is not necessarily due to the price, the company should seriously analyze and think.
The design and marketing methods of the website have a great influence on the types of consumers who enter the website. It is found that in the same market, the consumer groups of website competitors are very different. Some websites attract a large number of loyal customers, while others attract a group of price-sensitive people. For example, 75% of the new customers of a leading grocery company are unwilling to establish long-term relationships, while 75% of its competitors are convenience-oriented and influenced by brand purchase. Loyalists generally find websites through recommendation, while people who wander between websites are more likely to enter websites under the influence of discount information.
When a company conducts e-commerce, it should make customers' shopping experience more and more perfect. Brand loyalty is not a technology, and the only way to win it is to give customers a consistent and more satisfactory shopping experience. Internet is a good tool to strengthen the relationship between buyers and sellers. Through this tool, the level of products and services will continue to improve, and loyalty will gradually emerge. If you get sales and clicks by constantly stimulating customers' price sensitivity or curiosity, it is tantamount to drinking poison to quench thirst.
Today, for e-commerce, cultivating brand loyalty is not only a good way to improve profits, but also an urgent task for websites to get out of the crisis of survival.
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