Month In Numbers: April 2016
statsSpring is finally here in Edinburgh, and with it comes a fresh round of digital marketing stats for April! With Zach heading to ‘Straya for the month, I’ve hijacked the numbers game and am ready to bring you some serious, mind-blowing statistics! (Complete with excitable exclamation marks!……!!)
To make this edition of Month in Numbers “my own” I’ve decided to keep to a theme. It’s been floating around the office a lot recently, especially in regards to our e-commerce clients: Customer Experience. Customer experience (also referred to as user experience or UX) is a huge consideration for sites, especially now that, with the rise of mobile in the past few years, responsive sites are practically required to be successful. This affects everything from conversion rates, customer service and page loading times…and the numbers might surprise you!
16% of Brits choose to complain in non-confrontational ways
In perhaps one of the most quintessentially “British” stats I’ve seen, a report from Trustpilot has stated that 2/3 of people in the UK will avoid confrontation wherever possible, with 16% being too shy to complain in person. This is not to say they won’t complain at all though, and especially with the rise of sites such as Trustpilot and Trip Advisor, they have chosen instead to lodge their complaints online for all to see.
Using review sites, social media, as well as good old fashioned email allows people to curate their responses with thought (usually) and perhaps feel bolder than they may if they attempt to raise their disappointment in person.This means that now, more than ever, the need to stay connected to your customers is so important.
With just over 3/4 customers simply wanting an apology in response to their complaint, it is necessary to reply or recognise the issue and make sure all sites and channels are consistently being monitored. As word of mouth is still one of the strongest marketing mediums, keeping on top of this is paramount!
39% will disengage due to impatience
The world moves at an alarmingly quick pace and with so many advances in technology being made to make this easier, people are becoming more impatient. Accordingly to a report published by Adobe, 39% of people will stop engaging with a site if images or the site itself takes a long time to load. For myself, at least, this definitely rings true, particularly on mobile, as I am usually trying to access information quickly. If something takes to long to load, I’ll find another way to read it (via another site) or simply move on.
For myself at least, this definitely rings true. It’s particularly evident on mobile, as I am usually trying to access information quickly. If something takes too long to load, I’ll find another way to read it (via another site) or simply move on. Site load time affects your bounce rate which is a major factor in customer experience which then affects your conversion rate. If people leave before they can even take a look at the content, it’s very unlikely you’ll convert efficiently.
Because I’m also a big fan of infographics, check out this one from Kissmetrics on how loading time can affect your bottom line.
Email accounts will grow to over 4.9 billion by the end of 2017
Contrary to the belief of many, email marketing is still the most effective way to contact your audience. With the number of email accounts growing daily, it’s set to hit just shy of 5 billion by the end of next year! Click through rates are stronger when contacted by email and with the rise of access to customer data, the ability to personalise these emails will only increase interaction. Opening email on mobile devices is also more common (41%) than desktop or webmail users which means your emails must be mobile-friendly.
86% of buyers will pay more for a better customer experience
According to a customer study from Walker, customers are more likely to pay more for a better experience. More than ever, we must take our customers and clients into mind when designing our strategies and “experiences”. What may work best for us will not work if it’s not easy for our audience.
The world has never been as well connected as they are today. Because we have access to so many options at any time, the one that makes the process easy is the one that will be most successful. As we have become more knowledgeable, we’ve also become more impatient and if something is not readily available at our fingertips (ie: mobile) we will go off and find one that is. Because of this, we are more willing to put more money into something if we know it will induce less stress. We’re no longer selling products and services – we’re selling experiences.
67% of shoppers are more likely to buy from a website compatible with mobile
Sometimes I feel a bit like a broken record when it comes to referencing the importance of mobile, but it’s surprising how many sites are not mobile friendly! The ability to seamlessly move from one device to another, no matter what the user is trying to achieve, is absolutely vital to the customer experience. How many times have you been standing in a shop and you decide to quickly pop online to the mobile site to see if you can get it cheaper?
How many times have you been standing in a shop and decide to quickly pop online to the mobile site to see if you can get it cheaper? If the site is not easy to navigate for something as quick and simple as a price check, it might be enough to alter the shopper’s decision. Negative experiences, no matter how small, can greatly affect the overall perception of a business. With the ability to go mobile-responsive, there really shouldn’t be any excuse not to be fully optimised for mobile.
Facebook processes 60 billion messages a day – what does this mean for Chatbots?
Facebook announced earlier this month that they are inviting companies to investigate the use of Chatbots – artificially intelligent programs used as customer service focused “bots” – on the Messenger platform. This is huge considering that Facebook has 1.6 billion active users and 900 million Messenger app users.
Naturally, businesses are frothing at the mouth with the ability to tap into this market, especially because the social giant has also released access to its Bot Engine to developers to build from. Bots will make it easier for customers and companies to communicate and many may be “trained” to handle most basic customer service queries without human interaction.
Fear not, customer service departments, your jobs are not obsolete. AI still has a long way to go. If anything, jobs will be alleviated as mundane tasks can be handled by the bots, with humans stepping in when the queries become more complicated.
To see how they can be useful in other ways, check out how a Chatbot helped a startup make £1M in 8 months!
That about wraps it up for this month. Hopefully, we’ve provided some insight into how you can improve your customer experience!
Have your say!
Feel free to comment below if there’s anything you’d like to add. If you know any number buffs that might find these digits interesting, please share!