eCommerce Moments of Truth: How to Make Visitors Appreciate Your Brand?

When it comes to building your online store, there’s a lot to consider. You must make sure you add high-quality images, pick great brand colors, and much more. But one thing that gets overlooked is eCommerce Moments of Truth (e-WoM). Your visitors will encounter the e-WoM whether you sell products on Amazon, eBay, or Shoplazza.

But what are they, and how can you implement them into your brand? This article introduces six ways to earn positive e-WoMs.

What are eCommerce Moments of Truth?

You might be confused about what it means when you first hear this. Well, to put it simply, eCommerce “Moments of Truth” are the moments where your customer goes through a stage. So, for example, this could be discovering your brand or purchasing from you.

Here are the four stages of your customer; we can see where we need to improve to increase sales and satisfy our clients:

• Zero Moment of Truth (ZMOT): This is a stage where your potential customer feels a need for something and starts researching it. During this stage, your customer isn’t aware of your brand.
• First Moment of Truth (FMOT): This moment of truth starts when the client researches your site. At this stage, your website needs to give a good impression and make them stay.
• Second Moment of Truth (SMOT): Now that they know of your existence, they’ll do one of two things. They either buy from you or experience the product’s ad sample. At this stage, your customer needs to have a good product experience.
• Ultimate Moment of Truth (UMOT): In this last stage, your new customer will have to decide if they want to re-engage with your store or not. If they do, then they’ll buy from you again.

6 Tips for Achieving eCommerce Moments of Truth

So now that you understand the moments of truth, it’s time to learn how we can improve them. With these tips, you’ll see improvements in the first, second, and ultimate moments of truth.

1. Visible Search Bar: The search bar is one of the most critical parts of your website! It helps customers stay on your site and research your products during the FMOT stage. Make sure your search bar is visible when designing your e-commerce store!
2. Similar Items Panel on Product Page: Another way to help you with FMOT is to have a similar items panel on your product pages. That allows them to continue looking at your products, helping them find their perfect product and stay on your site for longer.
3. Use Personalization: One of the best ways to help you convert is to use personalization. You can add text and copy that resonates with your ideal customer.
4. Have a Live Chat on Your Store: Sometimes, your customers need help deciding what product to buy. Instead of leaving them in the dark, you can help them by adding a live chat option to your store.
5. Streamline your Checkout Process: It’s crucial to make your checkout process as easy as possible. That helps make buying from you as painless as possible. For example, Asos decreased cart abandonment by 50% thanks to removing the account creation requirements.
6. Have a Responsive Website: With more than 50% of searches being conducted through mobile devices, it’s foolish not to have a responsive website. Then you’ll be losing half of your customers because of a bad web experience!

Conclusion

Word of mouth is all about customer service. And people care about how others think of your brand. Remember, bad things go faster. If you make your consumers feel valued, you’re halfway to success.

(Contributed by Andreas Ojala & Hermes Fang)