Why This Online User Needs Attention Now—And It’s Not Who You Think
With businesses closed and people quarantined, everyone has shifted to buying their goods online. This has presented unique challenges for all but especially for a cohort of customers who are used to interacting with you exclusively IRL (in real life).
Baby Boomers, people born between 1946 to 1964, prefer to shop in person. One-third of adults aged 65 and older say they’ve never used the internet. More than half of Boomers don’t have internet access in their homes, and 34% don’t have confidence in their ability to use electronic devices to perform online tasks. So, you can imagine the adjustment that shopping nearly exclusively online has been for this segment of your customers.
Tara Sporrer, SVP of Marketing at goMoxie, shared five tips for optimizing your user experience especially for your Boomer customers over on CustomerThink.com. Here is a summary of the guidance she shared:
1.Greet your new digital customers
Welcome this new segment of your customer base when they visit your business online just like you would in store. Simply greeting your customers sets the stage for how they will digitally interact with you. At goMoxie, our research shows investing in digital engagement provides increased revenue, with a 200% shopping cart uplift.
2.Help customers help themselves
In most cases, your customers’ questions are predictable, and their answers are simple and easy to display. Some example questions your customers might have are:
- How long is the refund and return process?
- I paid extra for express shipping, but my packages haven’t arrived. Where are my packages and when are they expected to arrive?
- Will missed payments due to COVID-19 affect my credit score?
- Will credit card limits increase due to COVID-19?
- How do I file an online claim?
- Why do I need to download the insurance app; how will it help me?
Providing answers to these questions allow customers to help themselves, creating confidence in your business’ overall experience. Likewise, this saves your contact centers for the bigger issues that need human support to solve.
Implementing digital guidance is one of the easiest and most cost-effective ways to boost sales and lower contact rates. Digital guidance allows you to create a frictionless buying process by anticipating customers’ needs.
It’s common for customers to have questions about products they want to purchase, especially online. Providing guidance when and where the customer needs it mirrors the in-store support Baby Boomers love and miss.
4.Stop assuming everyone knows how to shop online
Be aware that for the cohort of your customers who are not digital natives the digital “shopping cart” experience may not be as intuitive as you think. You can help your new digital customers by displaying tips and hints on-screen whenever you see hesitation or struggle. Videos going over each step of the online buying process are especially helpful and eliminate the pain points all new users must overcome when shopping online.
5.Design for all devices
Truly understanding your customers and the way they shop is crucial for reaching your older demographics. A study by Nielsen shows that 57% of Boomers use tablets compared to 35% of Millennials. Your website should be able to function on smart devices the same way it does on a desktop.
Providing your customers of all ages and technological experience the information they need, when and where they need it, is crucial to the success of your online business. Boomers have more disposable income and now more free time to “surf the web” and shop your brand, making it more important now than ever to invest in serving them.