The coronavirus pandemic has dramatically changed your customer’s habits. In many sectors, the battle for the customer is being waged online. Will we just turn the clock back after COVID-19? The chances of that happening are slim. How, then, do you go about giving your customers a first-class online experience, so they buy and return? Derk De Kimpe believes the answer lies in a mix of behavioural science, creative design, and data analysis.
The economy is slowing down. And yet, your future success depends on your speed now. ‘If you can adapt sales and delivery models quickly and ease your customers through the pandemic as painlessly as possible, you will score a lot of brownie points – now and later,’ says Derk De Kimpe, managing partner of digital design agency Liftov.
Many companies think digital first when developing their marketing and communication strategy. They want handy apps, an online shop or an educational game. ‘That’s great,’ Derk says, ‘only, technology isn’t the right starting point. The first question is: what is your goal for the visitor, and how can you achieve this goal? For instance, how do you turn visitors into buyers or employees into cultural ambassadors?’
‘Our advice? Really get to know your target group and only then, look at what technology to use to achieve your goal. Start from observation of current and future needs. Develop ideas and prototypes. Test them on the target group. In our creative team, we have experts in behavioural science for that very reason.’
‘Design is about creating beautiful things. Of course, you want a clever, creative web application, but preferably one that helps you achieve your set conversion targets: subscriptions to your newsletter, downloads of your white paper, orders etc. Through human-centred design, we try to find the right balance between creativity and effectiveness. It’s a continuous process, with the optimal user experience as a primary focus.’
‘What’s more, the online world is intrinsically linked to the real world,’ says Derk. ‘That’s why, we design and develop your website, online shop or app as well as your offline channels. This creates a consistent online and offline experience. The online application is your ultimate conversion machine.’
To measure is to know
‘If you want to achieve the desired conversion targets, you also have to use the right traffic drivers at the right time. So, think carefully about your strategy and how to activate the organic and paid reach.’
‘And, the adage of ‘to measure is to know’ applies now more than ever. Consumer behaviour can change rapidly. Data from analytical tools and social media channels are a gold mine. Based on this, adapt the means you are using and determine the optimal channel mix for your target group. Data analysis helps you learn lessons from shifts, understand customer behaviour and set the right priorities.’
Don’t scrimp on experience
In a period of economic slowdown, cost-cutting is inevitable. ‘And yet, customer experience shouldn’t suffer,’ Derk advises. ‘On the contrary. Focus on the digital experience and your web application will be a real conversion and sales channel. Your customer and employee satisfaction levels will rise. You will generate more revenue. Or you will make savings thanks to productivity gains. All this is possible. Now and after the pandemic.’
Adapt sales and delivery models quickly and ease your customers through the pandemic as painlessly as possible. You will score a lot of brownie points – now and later.