To put it simply, digital adoption is the state in which a company’s digital assets are used optimally for delivering exceptional customer service, enhancing employee engagement, and boosting overall business value.
An excellent example of this is automobile manufacturing. Remember when human hands put cars together? Over time, machines took over specific steps, and workers were trained to use them for an efficient turnaround. That is digital adoption.
Digitizing businesses in the eCommerce sector
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It is no secret that going digital is the key to being a successful business. IDC predicts the global spending on digital transformation will reach $2.3 trillion by 2023, with the US being the biggest country for digital transformation.
In the business world, digital adoption is all about providing a better human experience, which depends on a number of factors, including company vision, effective leadership, software training, and more.
This is the reason why many large-scale business transformations happen across industries, ensuring unprecedented opportunities for market capture and profit creation. Given how eCommerce, specifically, will be worth $24,265.12 billion by 2025, it is essential to join the bandwagon sooner rather than later.
- Technological advances such as AI and VR that have made online shopping more interactive
- Increased internet and mobile usage
- Advanced solutions for building a more accurate user intent and customer experience
ECommerce business owners must have a strategy that leverages the technological advancements and creates a value-added experience. However, research states 84% of companies fail at digital adoption.
That is because the strategic implications of going digital don’t get them to plan to be fast enough or in a good enough way. In this article, we will discuss six digital adoption challenges that eCommerce business owners should be aware of:
1. Centralization of all the data
Despite many consumers shopping online due to COVID-19, data management is a big challenge for eCommerce businesses. Bringing in product information from numerous sources, including suppliers and developing product data rapidly, is complicated, time-consuming, and requires the right technology.
It is vital to create a data-enabled system that helps them right from store and stock management to shipping and deliveries. Rather than experimenting on the basis of assumed market trends, data should be systematically captured and applied innovatively.
This data could be related to in-store (and on-site) shopping patterns, average order values and vendor management, and so on. On collating, eCommerce businesses can visualize data, predict buying behaviors, target customers on all channels, and improve monetization methods. It is all about building a comprehensive intelligence around user intent!
2. Automation of repetitive tasks
Many eCommerce businesses struggle to keep a tab on their daily tasks. Automation is the key to streamlining such tasks and efficiently executing them, hence boosting employee productivity.
For instance, the automation of order entry/delivery to ensure the website goes well with integrated technologies is crucial for eCommerce businesses’ long-term success.
In addition, automation eliminates the need for manual data inputs and saves time and money. However, challenges arise while identifying repetitive tasks, ranging from sending abandoned cart recovery emails to answering repetitive customer queries.
Sure, digital adoption will enable such businesses to integrate email software or chatbots in their workflows. But this is impossible unless the areas that need improvement are pointed out.
Moreover, apart from determining which tasks can be automated, it is crucial for eCommerce business owners to select and deploy the right tools to automate.
They must also drive user adoption across divisions to ensure employees yield maximum value using the tool, without increasing support costs.
In the end, it is not just about automating specific tasks in a process and leaving it at that. Successful digital adoption requires eCommerce business owners to keep track of the performance to analyze how beneficial the tool has been to the business.
3. Consistency in customer support
Customer service is essential for brand loyalty. Irrespective of industry, customers expect to be treated well (or even better) online as they are face-to-face. Because of the level of transparency an online store offers, customers also know more about the pricing, products, and competition.
So if they get a specific price in person but can’t get that online, they get frustrated and purchase elsewhere. Similarly, customers use multiple platforms for querying about different products before making the purchase. They do not want to repeatedly have the same conversation on Facebook and the website’s live chat; instead, they want to continue from where they leave it.
Statista reports 33% of consumers to say good customer service would be to get their issues resolved in a single interaction – without them having to do any hard work.
Digital adoption requires eCommerce business owners to optimize their online platforms, popular product pages, search options, and upgrade their chat software applications.
That way, they can better handle customer interactions across all touchpoints and use that info to build a seamless experience for the shoppers.
4. Better personalization
Ever wondered why specific marketing gimmicks such as recommending products on the homepage, mapping purchase histories, offering discounts based on previous actions, and so on have become popular in eCommerce? Personalization.
There is no denying how vital offering personalization to customers has become for businesses. 77% of shoppers will buy from, recommend, or pay more to an online store if their experience is tailor-made.
No wonder eCommerce business owners are obsessed explicitly with offering a custom shopping experience. Research states marketers observe an average increase of 20% in sales owing to personalization.
The popularity of Adwords and Facebook ads has indeed made it possible to run targeted campaigns for customers. But the number of clicks, impressions, and conversions have taken precedence over developing a 1:1 relationship with customers.
According to Salesforce, 84% of customers want to be treated like a person and not just a number, which is an integral part of closing a sale. Ecommerce business owners must strengthen their tools for better visibility and reach amongst their target audience.
They must strategically leverage customer data to understand better buying patterns and then draft intelligent ad campaigns that engage the customers and not irk them. The integration of cross-application data sharing with smart algorithms can help serve the purpose.
5. Quality website traction and visitor conversion
Designing and developing an eCommerce website is hard. But what is even more challenging is fetching traffic that converts! With the average global eCommerce conversion rates standing at 3.81%, driving relevant traffic to the site is vital.
To do so, eCommerce business owners need first to understand their target audience. An excellent way to do this is via surveys. Once the external data is collated, use Google Analytics, CrazyEgg, and Hello Bar to map buyer journeys on the website.
Running a heat map analysis can help eCommerce businesses see where the visitors previously clicked and who used the page. After that comes extensive short-tail keyword research so that product pages can be optimized properly.
While site design elements can be upgraded simultaneously, it is necessary to A/B test the homepage and other popular pages (such as pricing) to test the headline, web copy, CTAs, font colors, and anything else that might impact conversions.
It is essential for eCommerce business owners to stop the guesswork and make decisions based on hard data available on their fingertips.
Wrapping it up
Digital adoption guarantees productivity and an efficient employee and customer experience when interactive guidance and analytics are correctly leveraged. This includes learning new software applications, integrating new workflows, or driving data mining techniques.
Suppose eCommerce businesses want a flow of revenues and loyal customers. In that case, they must endure a steep learning curve and allow themselves to be adept at handling new technological processes, thus offering a far more superior experience to their customers.
So, what specific problems is your online store facing during digitization, and how are you handling them?
About The Author
Gaurav Belani is a senior SEO and content marketing analyst at Growfusely, a content marketing agency specializing in content and data-driven SEO. He has more than seven years of experience in digital marketing. He likes sharing his knowledge in a wide range of domains ranging from eCommerce, startups, marketing to human capital management, and much more. His work is featured in several authoritative business publications. Connect with him on LinkedIn and Twitter at @belanigaurav.