Customer acquisition on digital platforms can be costly for brands, but it is worth the investment if brands can own the customer relationship and encourage repeat purchases. Unlocking limitless lifetime value involves mastering all facets of customer engagement, user experience, and the post-transaction journey to transform consumers into lifelong customers.
ETBrandEquity, in association with CleverTap, recently concluded a discussion in Delhi to explore how digital-first brands are optimising in-app and web experiences to maximise conversions.
The session featured Deepak Sahni, Founder, Healthians; Pooja Aggarwal, Head – D2C Growth, Mamaearth; Utsav Malhotra, COO, Noise; Amit Kumar Singh, EVP and Head of Secondary Business, 99acres; Chirag Gupta, Founder, 4700BC; and Harminder Ari, Regional Vice President, CleverTap.
The window of opportunity to influence consumer purchase decisions is narrowing. Brands are striving to enter the consumer journey earlier, establish their relevance, and own the relationship.
Sahni explained, “For many companies, the website or app is the first point of interaction with consumers, making it crucial to highlight the brand’s offerings while ensuring the platform is easy to navigate.” He emphasised that the first interaction on a website or app sets the tone for the entire customer relationship.
Aggarwal noted, “Our app or website becomes the first discovery point, both in terms of portfolio and pricing. Retaining a skincare enthusiast on the app longer requires engaging them with compelling content and offering a personalised experience.”
To achieve this, businesses are heavily investing in personalising app and web interfaces, creating seamless and rewarding experiences that encourage repeat interactions.
Malhotra shared, “One in four of our consumers returns within a year to transact with us again. Keeping customers happy through continuous engagement and personalised experiences is essential.”
User experience plays a pivotal role in driving customer satisfaction. Marketers are focused on making the customer journey as effortless as possible while delivering value through tailored recommendations.
Singh remarked, “We are not brokers or developers, but we offer the best experience by addressing pain points in the real estate discovery process. This approach keeps our customers coming back.”
Newer brands are disrupting established industries by being more agile and responsive to consumer preferences.
Gupta observed, “Flexibility and agility are what set us apart from players like Haldiram’s or Lay’s, who’ve been selling the same products for years. We focus on quickly bringing new products to the consumer.”
Brands and marketers must view web and app platforms not merely as touchpoints in the consumer journey but as critical pillars of the buying experience. A functional app or website is no longer sufficient.
Ari explained, “Every brand here will have a different UI on their website or app because personalising the UI leads to better engagement, higher conversions, and improved user satisfaction. Platforms like CleverTap enable brands to differentiate and leap ahead of competitors.”
Advancements in AI and data analytics are making it easier for brands to deliver intuitive user experiences and personalisation. Brands can now dynamically tailor app and web interactions, offering each visitor a unique experience.
The future of brands lies in an unwavering focus on customer experience.
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