My observation is not a subjective perception, but is confirmed by countless research results. The consumer is the most well-researched lifeform on the planet. Market researchers, psychologists, and neuroscientists are constantly coming up with new ideas on how to measure reactions in the brain and understand behavior in response to advertising, packaging, stores, and products. They send test subjects into MRI scanners to open product packaging. Subjects walk through shops wearing special glasses that record pupil changes, and researchers observe where their eyes wander and where they stop.
And nowhere is the consumer more argentina telegram screening transparent than on the internet. 86% of all websites are tracked with Google Analytics. The German provider econda tracks billions of ecommerce data to provide its customers with the clearest possible picture of consumers in online stores. We can observe click behavior on heat maps and try to understand customers.
When I founded my company Shoplupe in 2003, I simply wanted to make stores better. Like engineers, we have tirelessly searched for the inconsistencies that unsettle customers, leading them to abandon a purchase. During this time, the topic of conversion optimization has become more and more hyped. Numerous consultants have dedicated themselves to the conversion rate, which ultimately only measures the rate at which a store converts reach into real purchases. Like insurance agents, the optimizers ran around the country boasting about the best closing rate. But many stores are still unable to measure whether a completed sale was ultimately followed by a cancellation or a return.
Today we know that a satisfied customer may leave a positive rating on review portals and Trusted Shops, ekomi, etc., but may still never return to the store. Customer satisfaction in ecommerce is just a snapshot of the last order and in no way leads to customer retention or long-term loyalty.