October 3, 2018
There’s no doubt about it: having a strong website optimization strategy in place is crucial for your brand. Over time, however, customers have expanded to platforms beyond your website and the time to adapt is now. After all, Facebook now has over 2 billion users, Instagram has 880 million users, and Twitter has 330 million users.
According to Fluent, nearly 2 out of 3 consumers who’ve interacted with their favorite retailer report making a purchase at least once a week. Additionally, 56 percent of consumers who receive email newsletters from their favorite retailer and follow them on Facebook say they shop with them once a week.
In order to keep your brand voice consistent and bring customers an integrated experience, you need to be omnichannel. It is no longer just an option to take your strategy beyond website optimization; it’s a must. Let’s look at why omnichannel is here to stay and the tactics you can use to take full advantage.
When was the last time you took a long, hard look at your website optimization strategy? Are you doing everything you can to create an engaging and seamless experience for your customers?
Website optimization is not just about your website reaching the right customers in order to reach your goal metrics. Now, reaching your website optimization goals of conversion lift, bounce rate reduction, and improved visit duration is best achieved through a more holistic omnichannel strategy.
From the brand messaging on your mobile app to the emails landing in customers’ inboxes, each part of your optimization strategy matters. Taking an omnichannel approach is the best way to create a stronger and more cohesive experience for your customers.
Your customers are already omnichannel and you should be, too. Omnichannel experiences are successful because they reel in customers at every touchpoint. This is why your optimization strategy cannot begin and end with your website.
You need to always be ahead of your customer, not the other way around. So, if your customers are engaging with your brand at several different touchpoints, it’s your job to cohesively link them all together. Through omnichannel efforts, you can create experiences that are informed by real-time data from all channels involved. Using a personalization engine allows you to create consistent and personalized relationships wherever your customers interact with your brand through data received in real time. Omnichannel will move the needle for your business because it will lead to customer loyalty and brand trust, which will boost your bottom line.
When it comes to which platforms should be taking priority, you have to look at your strongest and weakest points. If you find that certain platforms perform better than others, then those are the best places to begin optimizing. Beginning with the areas where the majority of your customers are, and then working outwards one touchpoint at a time, will help you slowly but surely create a stronger customer base.
A key component of omnichannel is consistency, so make sure you’re optimizing for cohesiveness as you go. The platforms in which customers interact with your brand will often extend across multiple departments within your workspace. Keeping an open line of communication between departments will ensure that your brand voice and messaging remains consistent across the board.
The key to taking your omnichannel approach beyond website optimization is to avoid overwhelming yourself. Omnichannel entails linking every touchpoint from online to the in-store experience, which is a significant undertaking.
Instead, proceed by figuring out how you can link one interaction to the next and back again. A customer should be able to walk into a store, scan what they’re looking for, and purchase later online. Or, if they have bought an item in-store, they can receive product recommendations when new or similar styles become available.
Your plan should:
A) Be customer centric
B) Provide the customer with an integrated experience
As you optimize, think of how you can use what you know about a customer to forge a stronger relationship with them. Utilizing data on how old they are, where they reside, and what touchpoints they interact with the most will help you create a truly personalized omnichannel experience. This will not only add components of trust and loyalty to your brand, but will likely drive conversions and boost revenue.
Omnichannel is here to stay. Use your current website optimization strategy to build a bigger, better, and stronger one for your customers. Remember: don’t rush. Creating a true omnichannel experience will take time and effort, but once in place, will be well worth it.