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Don’t build a shop, build a customer journey

DPO PayGate processes payments for over 10 000 online merchants in Southern Africa. BRENDON WILLIAMSON, CSO at DPO PayGate draws on the company’s 19 years’ experience to offer some advice to companies looking to build repeat business in the digital marketplace.

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From the moment they click onto an ecommerce site, customers develop a lasting impression of your brand. Creating a frictionless environment with an outstanding customer journey is helping even small, boutique offerings significantly boost their bottom line. 

The last mile is the most important

Despite what many think, we have seen that the delivery of goods and services is the make or break of an ecommerce offering. 

The importance of this last mile service is clearly demonstrated by industry stalwarts like Takealot (which acquired Mr. Delivery) and Yuppiechef, which put their own branded drivers on the road. The companies which have succeeded in the local market know that how fast you receive your item or service is the last, and most indelible, impression left with a customer. 

Strangely, some of the biggest, and arguably most respected, retail bands still don’t have this part of the journey right. Fixed delivery charges can leave a bitter taste with customers. Being charged R150 for the delivery of a R50 item means shoppers will simply go elsewhere to buy or, at best, wait until they have a big enough order to make the delivery charge worth their while. The irony is that many of the big brands who employ this delivery billing model are the same companies which have spent millions on improving their checkout processes in their physical stores. 

A site’s returns policy is also important. If there’s not a quick and simple returns policy shoppers are left disillusioned and unlikely to ever use the service again, much less recommend it to their friends.

Allow reviews – customers trust other customers

As consumers we want to know that someone else has done what we are doing and that their experience was good. Allowing reviews on your site means first-time users will see that others have successfully transacted with you and this de-risks the transaction for them. 

And these reviews don’t all have to be glowing. Humans are, by nature, forgiving creatures. If we see that there was a glitch in the process for someone else, but the business was willing and able to quickly resolve the problem, we know that if we run into trouble there will be friendly staff who are able to assist us. 

In fact, the human element should never be underestimated. De-risking the transaction process means having someone available to help at every stage of the customer journey. Some ecommerce sites have built their reputation around excellent online service. For instance, if a customer is inactive on a page for any length of time, they should get an onscreen prompt with a sales assistant who is able to guide them through the process and even help them find the particular product they may be looking for. 

We trust what we know

The look and feel of the site can also help shoppers feel secure. Designing your site to have the same visual and experiential feel as the well-known ecommerce sites can help alleviate discomfort. Of course, companies should ensure their site is beautifully branded and clearly differentiated from their competitors, but the layout and step-by-step process can be modeled on those sites which have proven conversion rates. 

The same could be said for security. While many customers are not necessarily looking for security seals, having your SSL security certificates up to date is imperative. Online banking has taught the average consumer that they should be looking for the ‘https’ in the URL bar as a minimum. 

When it comes to payments, ensuring your customer has their preferred payment option is always a must. Having a complete bouquet of payment offerings including card, Instant EFT, and app-based payments such as Zapper and PayPal means you are far less likely to lose a customer as they are about to pay. 

Make you sure you have value-adds 

Buying goods and services online takes the personal touch out of the shopping experience. You miss out on the well-trained, smiling staff who can entice customers to support one store over other. Since there are so many online options to choose from when buying a product or service, adding unique value-adds can boost the first experience and lead to repeat business. Giveaways, free delivery, discounts, and coupons to share with friends all go a long way to make customers return and refer your business to their friends. 

Create interactive websites 

A common failing of some ecommerce stores is not updating their sites. It is important to ensure that you show that your products are selling. This could be done by having a top ten purchased items section or a ‘what’s hot today’ deals space that change regularly.

Using 360-degree images also go a long way to make customers feel confident about their purchases. More interaction can also be boosted using newer technologies like augmented and virtual realities. Experiential marketing is now making online shopping more exciting than real-world experiences and is helping companies to not only push merchandise, but build brands that excite and capture the imagination of the customer. 

You’re not a number, but you are producing data

So much is being written about big data and machine learning to crunch the numbers and come up with meaningful insights into customer behaviour. While the larger companies are all using this now, even the smaller ecommerce sites can use their existing site information and analytics to look for trends. Analysing user behaviour leads to better user experience. Even small tweaks to the existing model can have a significant impact when it comes to basket or trolley abandonment and companies should be paying attention to these details. 

Although it’s coming off a low base, ecommerce in South Africa is growing at a phenomenal rate. Ensuring you have designed a frictionless customer journey can set your company apart in an increasingly competitive market. From design to delivery, every user touchpoint is vital. 

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Now download a bank account

Absa has introduced an end-to-end account opening for new customers, through the Absa Banking App, which can be downloaded from the Android and Apple app stores. This follows the launch of the world first ChatBanking on WhatsApp service.

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This “download your account” feature enables new customers to Absa, to open a Cheque account, order their card and start transacting on the Absa Banking App, all within minutes, from anywhere and at any time, by downloading it from the App stores.

“Overall, this new capability is not only expected to enhance the customer’s digital experience, but we expect to leverage this in our branches, bringing digital experiences to the branch environment and making it easier for our customers to join and bank with us regardless of where they may be,” says Aupa Monyatsi, Managing Executive for Virtual Channels at Absa Retail & Business Banking.

“With this innovation comes the need to ensure that the security of our customers is at the heart of our digital experience, this is why the digital onboarding experience for this feature includes a high-quality facial matching check with the Department of Home Affairs to verify the customer’s identity, ensuring that we have the most up to date information of our clients. Security is supremely important for us.”

The new version of the Absa Banking App is now available in the Apple and Android App stores, and anyone with a South African ID can become an Absa customer, by following these simple steps:

  1. Download the Absa App
  2. Choose the account you would like to open
  3. Tell us who you are
  4. To keep you safe, we will verify your cell phone number
  5. Take a selfie, and we will do facial matching with the Department of Home Affairs to confirm you are who you say you are
  6. Tell us where you live
  7. Let us know what you do for a living and your income
  8. Click Apply.

 

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How we use phones to avoid human contact

A recent study by Kaspersky Lab has found that 75% of people pick up their connected device to avoid conversing with another human being.

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Connected devices are becoming essential to keeping people in contact with each other, but for many they are also a much-needed comfort blanket in a variety of social situations when they do not want to interact with others. A recent survey from Kaspersky Lab has confirmed this trend in behaviour after three-quarters of people (75%) admitted they use a device to pretend to be busy when they don’t want to talk to someone else, showing the importance of keeping connected devices protected under all circumstances. 

Imagine you’ve arrived at a bar and you’re waiting for your date. The bar is busy, and people are chatting all around you. What do you do now? Strike up a conversation with someone you don’t know? Grab your phone from your pocket or handbag until your date arrives to keep yourself busy? Why talk to humans or even make eye-contact with someone else when you can stare at your connected device instead?

The truth is, our use of devices is making it much easier to avoid small talk or even be polite to those around us, and new Kaspersky Lab research has found that 72% of people use one when they do not know what to do in a social situation. They are also the ‘go-to’ distraction for people even when they aren’t trying to look busy or avoid someone’s eye. 46% of people admit to using a device just to kill time every day and 44% use it as a daily distraction.

In addition to just being a distraction, devices are also a lifeline to those who would rather not talk directly to another person in day-to-day situations, to complete essential tasks. In fact, nearly a third (31%) of people would prefer to carry out tasks such as ordering a taxi or finding directions to where they need to go via a website and an app, because they find it an easier experience than speaking with another person.

Whether they are helping us avoid direct contact or filling a void in our daily lives, our constant reliance on devices has become a cause for panic when they become unusable. A third (34%) of people worry that they will not be able to entertain themselves if they cannot access a connected device. 12% are even concerned that they won’t be able to pretend to be busy if their device is out of action.

Dmitry Aleshin, VP for Product Marketing, Kaspersky Lab said, “The reliance on connected devices is impacting us in more ways than we could have ever expected. There is no doubt that being connected gives us the freedom to make modern life easier, but devices are also vital to help people get through different and difficult social situations. No matter what your ‘connection crutch’ is, it is essential to make sure your device is online and available when you need it most.”

To ensure your device lifeline is always there and in top health – no matter what the reason or situation – Kaspersky Security Cloud keeps your connection safe and secure:

·         I want to use my device while waiting for a friend – is it secure to access the bar’s Wi-Fi?

With Kaspersky Security Cloud, devices are protected against network threats, even if the user needs to use insecure public Wi-Fi hotspots. This is done through transferring data via an encrypted channel to ensure personal data safety, so users’ devices are protected on any connection.

·         Oh no! I’m bored but my phone’s battery is getting low – what am I going to do?

Users can track their battery level thanks to a countdown of how many minutes are left until their device shuts down in the Kaspersky Security Cloud interface. There is also a wide-range of portable power supplies available to keep device batteries charged while on-the-go.

·         I’ve lost my phone! How will I keep myself entertained now?

Should the unthinkable happen and you lose or have your phone stolen, Kaspersky Security Cloud can track and protect your device from data breaches, for complete peace of mind. Remote lock and locate features ensure your device remains secure until you are reunited.

 

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