Marcus Murphy and Oli Billson Share Main Traits for UX and Digital Innovation at Make it Large 2021

Digital innovation is moving at a speed we’ve never seen before – which means that customer expectations are constantly changing.

at BigCommerce’s 2021 Make it Big Conference, economists Marcus Murphy and Oli Billson shared innovative ways for e-commerce brands to attract new customers and delight loyal customers.

Marcus Murphy and Oli Billsons key takeaways at Make it Big

In this “Make it Big 2021” session, Marcus and Oli summed up the recent surge in digital innovation and provided a fresh look at what retailers can expect in the years to come. With consumer behavior changing, understanding your customers is the foundation of any business now. Retailers need to start looking inward to evaluate and adjust their business to outperform the competition.

Here are a few key takeaways from Marcus and Oli’s Make it Big session:

Elizabeth Azide: How could new trends influence the future of digital innovation? What’s here to stay?

Oli Billson: “I think this year, for obvious reasons, people are craving more human interaction and attention than ever before. And that’s no different in the digital landscape in terms of user experience. So for us as marketers and business owners, this really means that we should continue to do what we know works and has worked in the past, but also consider where we can add a personal human touch to the user journey . And that really only allows us to create unique interactions with our brands.

When it comes to what’s going to stay here, I don’t think consumers and consumers expect more personalization and human interaction. It’s clear that forward-thinking brands are already using avenues to connect with their customers in ways that they don’t necessarily have before.

In the future, we are really seeing a new wave of different software platforms that have made it possible for companies and brands to do this easier, from improving their customer service and vehicle experience with training platforms, programs in SAS, like training, to creating more of a human Note on interactions and the use of video platforms such as Bongiorni. “

SHE: How should merchants approach their messaging strategy now?

Marcus Murphy: “The most empathic brands win. And what I mean by that is that they really understand their avatar. You can’t really create an effective message without understanding exactly who you’re talking to, and that message is measured by people’s ability to fit in with it. I have a five year old and a three year old at home, two little girls, Florence and Pearl. And every night I read them books and it’s always Peppa Pig, especially now that we live in the UK, and I hear them say, “I want to be like Peppa”. And as I watch them read, this is a really practical example of a great story if, for example, your kids are not looking at Peppa Pig, George, Mommy and all these people. You don’t look at these characters, you see yourself on this adventure. You are Peppa Pig. So when I look at brands that really convey a message to their audience and customers, they know their customers inside and out. They know the avatar, they know exactly who they want. They know where these people eat, sleep, buy other things, they know everything about them that allows them to write a message that these people can fit into.

The other thing that is really interesting when you pay attention to companies that are also evolving is thinking about ways to connect that message with their audience. So during the pandemic, you’ve seen the rise of these virtual platforms like Hopin, CrowdComms, and Goldcast. These platforms are in place to give people what we call a hybrid experience. And what I mean by that is, if you look at LinkedIn, which is investing $ 75 million in hopin, because they understand that now, for the past 18 months or so, people are expecting that they will not just get their message across , but also be taught and trained by these brands. You are starting to see that people are taking this very seriously by making huge investments in platforms that are all about educating their customer base. In short, I think people are starting to take a step back, essentially slowing down, to speed up, to find out exactly who they are talking to and shape their message so that it really is a story into which someone can fit in. “

SHE: How can retailers create a smooth shopping experience?

MM: “Oh my gosh. What a great question. Let people buy when they want – please let them do that. I think what’s really interesting is that we educate our customers well before they buy, if we can our work on the content page and our work on the messages and everything we do. And I think we often let our customers go through a process that is not necessarily what they want. It’s like whether you look at the old picture of a gate that is set up and then see the footpath that goes around the gate, like users and customers, they determine where we place our path, right? and so it is in many cases the smooth way to understand that the majority of your customers are really well informed. In fact, most B2B customers do research, they are online, they look at reviews before they ever make a purchase decision with you, rather than the consumer below r guess is my point, but you should also be very involved in educating him so that when he gets there he will be ready to make a buying decision and that you will make it as easy as possible for them to do . I just see that we have these endless loops of automation, or we have these endless loops of the sales process that end up being very powerful if we can let them know well in advance with great content that allows them to come in and make a really informed purchase decision meet.”

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