Increase Amazon Revenue by Engaging Shoppers
| By Oscar King
With the holiday season just a few weeks away, many Amazon stores and eCommerce owners are ramping up their inventory and stockpiling products. While that’s a step in the right direction, what exactly are you doing about boosting your revenue?
And by that, we’re not asking about ad spend or product feature variations. We’re asking about what you’re doing in terms of engaging your customers and shoppers. You see, customer loyalty is no longer solely on the basis of price and/or quality.
It’s more about their experience –how they felt when they did business with you. (If you’re in doubt, you want them to leave the interaction satisfied, happy and/or elated). In fact, 42 percent of shoppers are willing to pay more for a welcoming experience, and 52 percent will do the same for a speedy, efficient service.
So, you see, while price and quality do play a role in convincing consumers to buy from you, they’re not a key deciding factor. If you want increased brand loyalty, customer engagement is –this is even more so given the impersonal nature of online purchases on Amazon.
How you treat your customers and their perception of your customer service, as well as product quality affects your bottom line tremendously. Which is why you need to come up with an effective and sustainable customer engagement strategy.
This blog post will provide you with actionable customer engagement tips and strategies that you can use today to drive more sales and generate increased revenue from your Amazon store.
How to Engage Shoppers
1. Offer Excellent Customer Service
There’s a 3-step process to excellent customer service.
- Speedy attention to current customer/intending shopper questions and inquiries
- Fast and calm resolution of disputes and dissatisfaction
- Solving return product return problems satisfactorily
Doing all three shows that you care about the shoppers more. And when you develop a reputation for offering excellent customer experience, they trust and like your brand more. This automatically translates into more revenue as they’ll buy more and recommend your products to their friends and family.2. Engage With Your Buyers
These days, you can’t just stand aloof and refuse to engage with your audience. People like brands they can relate to and they spend more money on brands they trust. They like the fact that they’re dealing with an actual person at the other end. This is even more important because of the impersonal nature of online transactions.
The easiest way to give this perception is by actively engaging with them. The best place to do this is in the review and Q&A sections on Amazon. Answer their questions and reply reviews with custom messaging instead of canned responses.
Yes, it might take more time, but you’ll enjoy better patronage and revenue. Canned responses infuriate shoppers and gives the impression that you don’t value them. Avoid this.
Respond to both negative and positive reviews. Pay attention to the negatives and indifferent reviews, particularly the 1-3 star ratings. These are dangerous. 1-star ratings –also known as most critical reviews- will not only diminish your visibility on Amazon, it can discourage new buyers.
This is why you have to publicly attend to them in a timely manner with a resolution or apology. Ask what the real issue is, how you can improve their experience, and offer an alternative avenue for a speedy resolution –usually by private messaging, email or phone number where they can reach you.
The 4-5 star reviews too shouldn’t be ignored –vendors typically do this. Many buyers who leave very positive reviews also like to show what they didn’t like about the product. Scan through these reviews and respond where necessary.
More importantly, check for recurring complaints. It will give you ideas on what you need to improve your products.3. Solicit Feedback via Email
Amazon clearly discourages direct contact between customers and vendors. So, you can’t put a website link, phone number, or email on your listings. However, you can include it in your delivery package if you’re fulfilling the orders yourself. A business card with all those details will suffice.
Also, design your label so it has all those details or put your business card with all the details in with their orders. It’s a convenient way to get them to reach you via other channels.
Some sellers even go as far as adding their product catalog to the delivery package. Ask for their feedback (usually in the form of reviews) on your Amazon store.
Most people will provide reviews of your product if they’re asked nicely (this is apart from Amazon’s periodic request that customers rate a product). This is an excellent way to generate even more revenue for your products on Amazon.4. Email Marketing
Emails provide an excellent avenue to stay in touch with your customers. And since you can’t display your emails/website/phone number on your Amazon store, use the avenues we mentioned above –catalog, product labeling, business cards and thank you cards inserted in their packages.
If you want customers to give you their emails, you’ll need to have a lead magnet. What we’ll recommend is create a value-packed free report, whitepaper or article that will help them get the best use out of the product they purchased, and put it on your site.
Ask them to check it out when they want to leave a feedback or reach you directly. And when they subscribe, do the smart thing by sending them related tips, videos and articles –preferably published on your blog.
Also, create a very detailed FAQ page on your website and send them the link in the first email. A good way to create very solid FAQs is to go through all the questions asked by customers on your Amazon product page, and identify recurring questions.
This is easier using text mining analysis –this helps you identify words that are frequently used by buyers, shoppers and your audience. This, you can then include in your copy and provide exhaustive answers to them.
These typically come in handy, and saves you a ton of time trying to answer their questions. The more comprehensive your FAQ page is, the better in terms of customer satisfaction.5. Create Authentic Content on Your Website
It’s not enough to get your customers and prospects to your website, you have to get them to stay. And the best way to do that is by creating awesome content that’s related to the product they bought.
For instance, if they bought pre-workout supplements from you, you should have content on everything from hacking pre-workout routines, to the best supplement combo for max strength and gains.
And speaking of content, your brand’s voice is best when it’s authentic. Brand authenticity plays a vital role in the buyer’s decision-making process. Bland, generic content will not cut it as people pay attention to these things. Have a solid, relatable voice that’s consistent across all your channels –including social media and other online communities.
Need Some Help With Engaging Your Customers?
Reputation Studio can help. We help vendors like you monitor and track product reviews so you can not only respond in a timely fashion, but also determine the sentiment and intent behind the reviews.
Our AI-powered Enterprise Online Reputation Management platform helps automate these processes, so you can run your Amazon store smoothly and seamlessly.