Over the past years, shoppers have changed their pattern behavior and expectations when it comes to products. According to The ROBO Economy report, 82% of smartphone users consult their phone about the purchases they are about to make in-store and 45% read reviews before making a purchase. How does this impact the strategy that you need to use in order to cater to a highly dynamic and always changing customer environment? Through better digital product experience.
What is digital product experience? What about user experience?
A digital product experience refers to all the components utilized when customers interact with your products online. The evolution of the product experience has moved away from limited, static pictures of a product, which lacked creativity and depth to a more sophisticated approach. In less than 10 years, we managed to bring whole new brand experiences which enable full product experiences such as virtually holding a product in your hand and interacting with it.
Closely related, the term user experience refers to the result of the impression your potential customers are left with after interacting with your product.
It is, therefore, not the product itself but rather what feelings or what decision it triggers in your customers(quality/cheap, trustworthy/untrustworthy).
In order to create value for yourself and both for your customers, you must take into account the way you present your product and how people are reacting towards it. There is never one solution fits all, and you must also take into account that the user experience is as well partly subjective.
Who are the digital customers? What is important to them?
When it comes to digital consumers, the ideal approach is to analyze the buying behavior through research. In order to fully understand the importance of digital experiences, we must first take a look at the main characteristics of a digital consumer:
They are well informed: modern times have brought powerful tools and people have now learned how to fully utilize its power. As people become more aware of the modern communication technology, they use it more efficiently.
They want relevant and quick information: excessive information and a wide variety of options has made us accustomed to getting the right solutions within seconds.
They share a lot: online customers have unlimited opportunities and platforms where they share their experiences, recommendations, provide reviews and leave comments. In other words, user-generated content regarding your products it’s vital in order to build trust.
The consumer behavior characteristics are also a result of the marketing paradigms over the years.
If 15 years ago, people had little to no access to the internet, marketers had to make the best out of the first moment of truth(buying a product), the second moment of truth(experiencing a product) and, eventually, becoming loyal to your brand.
The Zero Moment of Truth refers to the implications social media has when buying a product and how search influences the customer decision journey.
How can you enhance your digital product experience? What are the trends?
Tip #1: Digital Catalog implementation.
We all know a picture is worth a thousand words and the quality of what we present to our customers is crucial. Your product catalog is an authoritative source for information about your products. In that way, you can represent your brand stories and offer a great breadth and depth of information about what you offer. Moxels can help you get a Digital Product Catalog which will enhance your online product experience. For more information on why you should choose CGI, we have previously outlined the advantages of replacing traditional photography with CGI, here.
Tip #2: Appeal to the buyer’s emotions.
The best website, the best ad, the best online shop, they don’t use bland descriptions for the value they provide for their customers. In order to improve the digital product experience, you need to engage with your customers, value their needs and meet their expectations. After all, loyalty is also enabled by emotions.
Tip #3: Take advantage of current technologies.
Current times enable us to have full product experiences, from a social media post to a 360-degree product view to mobile apps. Technology allows us to create and offer unique experiences to our customers so make sure to take full advantage of that.
In order to improve your digital product experience, you must think of it as a product itself and judge it as such. Truly great experiences are valued by customers and have a worth in their eyes. In exchange, customers reciprocate with transactions, engagement, and loyalty. Always remember, the buying decision journey starts with the first online impression so make it a crucial aspect of your business model.