Ecommerce in Nigeria — A Jumia Case Study on Conversion Rate Optimization, Listening to the Customer
Jumia is arguably the number one online retail store in Nigeria. Among the competitors, the ecommerce outfit has managed to stand tall, no thanks to its robust marketing reach amongst other factors.
However, as there is always room for improvement to better their bottom-line, I will share a thought on how the company can optimize its conversion rate.
I am of the belief that the hassle of an unsatisfied customer returning a good can be avoided if Jumia will allow testing of some select items right before purchase.
Personally the process of having to return an item I end up not liking or that doesn’t fit quite well puts me off. I did make this concern known to a customer rep at Jumia but the representative shrugged it off — Oh well!
As the saying goes, the little things do count.
I dare say I’m not the only one who wishes he could go on a ‘test drive’ of a product for practical items like fashion wears at the point of purchase. The absence of this privilege implies leaving money on the table and by extension missed opportunities for enhanced conversion rates.
If another ecommerce outfit were to come up and jump on this seemingly ‘little reservation’, you might then see Jumia adopting the idea.
This is my simple random thought and practical case study lesson on conversion rate optimization and active listening to the customer for mutually beneficial outcomes.
What are your thoughts?