The economic downturn is dramatically impacting consumer budgets, making shoppers think twice about their spending. This puts pressure on ecommerce merchants to adapt the online shopping experiences to maximize profitable conversions.
Meeting this challenge requires a focus on five key areas:
Enhance ecommerce site search with dynamic ranking and merchandising:
With every cent counting more, merchants should closely track behavioral data around how products are performing and adjust how high they rank in onsite searches. If a product can’t stand on its own and deliver significant sales, it needs to be less visible. Those less visible products can still be shown to those who might be interested through personalization. Equally, search can rank products based on margin and inventory, so shoppers aren’t shown out of stock items. Modern site search platforms leverage similar technology to ChatGPT, such as large language models and image recognition/deep learning.
Reward VIP customers
It’s always easiest to generate sales from your most loyal customers—particularly in downturns when buyers become more risk averse. This makes it imperative that merchants segment their returning customers based on customer lifetime value, and invest in delivering custom experiences to repeat purchasers. Reward visiting VIP customers with tailored content and promotions that makes them feel special and valued, including early access to sales, exclusive offers or limited availability products that others can’t get.
Win over socially conscious shoppers
Because budgets have tightened, more shoppers are comparing the costs and benefits of different sites. Brands therefore need to be especially focused on highlighting areas that provide value, such as socially conscious initiatives. These appeal to consumers who are looking to only buy ethically sourced clothing, demand a commitment to sustainability, or only shop organic or locally produced, for example.
Merchants need to be able to recognize shoppers’ social values, and tailor their shopping experience with products or content that appeals. Socially conscious filters can allow shoppers to tailor their experience in line with their values, so they only see organic or sustainable merchandise for example. And socially conscious visual badging, which demonstrates how each purchase benefits a specific cause, such as dollars donated to charity, can really help shoppers feel engaged.
Use authentic customer images more widely
There’s a lot of evidence that visual user generated content (UGC) increases conversions as shoppers see products being worn or used by real people; 54% of consumers in Nosto research said they’re likely to purchase after consuming UGC for example. UGC also benefits the bottom line in other ways—it reduces the need for expensive content production and lowers clothing return rates as people have a better idea of fit and sizing before they buy. Merchants should make UGC more noticeable on more sections of their website, and across more channels (home page, product recommendations, ads, social media, email).
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