The 68th episode discusses strategies for building a trustworthy webshop, featuring insights from experts Goran Blagus and Dario Begonja. They cover topics such as understanding the customer journey, the importance of customer reviews, and the role of content marketing in enhancing online sales and customer trust.
In the new episode of Nominis podcast which we are producing in partnership with the Association of eCommerce Croatia, Goran Blagus, a business coach and consultant specializing in attracting and retaining customers, explained the buyer’s journey as the process a visitor to a webshop undergoes to become a customer. He emphasized the importance of understanding the customer profile and experiencing the entire purchasing process from that perspective, varying roles from teenager to pregnant woman to hipster, depending on the type of webshop and offer.
Dario Begonja, a consultant for marketing activity analysis and optimization, discussed the breadth of content marketing and its impact on the entire business. He approaches webshop analysis from the perspective of an impatient, multitasking customer needing quick and efficient service. Begonja stressed the importance of a standard checklist for webshops, covering everything from content to product pages, adding to the cart, and payment processes, ultimately leading to higher conversion rates.
The discussion also addressed why many webshops look similar and why design is not the most crucial factor in creating a webshop. The conversation also covered the importance of post-purchase communication and the outdated perception of loyalty programs in the Croatian market. Both experts agreed on the significance of customer reviews, stating that negative reviews can also be constructive.
“Even when traders know their customers, they often fail to act accordingly, focusing too much on irrelevant aspects instead of improving customer relationships and sales results.”
Both experts agreed that on more developed markets, repeated purchases account for a significant portion of sales, highlighting an area for improvement in the Croatian market.
You can check the video recording of Nominis 068 on the official YouTube channel of eCommerce Croatia.