Remove customer stress and improve your conversions!

If you aren’t sure what conversions are, here is the a definition:

A website conversion is the most important factor to the success of your online marketing strategy and goals. It means getting your visitors to do what you want them to do, whether that is to buy your product, sign up for your newsletter, register for a webinar, download a whitepaper, or fill out a lead/contact form.

cropped-xmas-card.jpg

With an unimaginable number of products and sites to choose from, holiday shoppers are not surprisingly overwhelmed.
In fact, according to customer advocacy platform Needle, results from a national consumer survey finds that gift-giving causes 84 percent of respondents stress. It’s so bad that purchasing the “right” gifts for everyone on their list stresses the majority of shoppers (79 percent) making it even more stressful than spending time with extended family (31 percent) and holiday travel (26 percent).

It’s not just shoppers who are tense. Since the holidays represent a good portion of retailers’ annual sales, they’ve prepared for the next six weeks all year by finding ways to optimize their inventory, their websites, and how they acquire and retain customers more efficiently.

The answer may just be in meeting in the middle. It seems that by reducing stress for shoppers it is likely to increase revenue for retailers.

This strategy is a recurring theme in Monetate Senior Director of Digital Marketing Insights Brett Bair’s “3 P’s to a Successful Holiday Experience.”

1. PERSONALIZATION

Since many websites only see customers once a year, Bair advises us to use this knowledge to dictate what experience retailers give them on their websites. For example, a user searching for men’s items close to the holidays may be searching for a gift for a spouse or parent. To be certain, it would be ideal to have some information on this shopper (particularly gender or past purchases), but presenting the shopper when they come back to the site with content like “Great Gifts for Dad” or “Gifts for Him Under $50” is a safe bet and makes the experience relevant for that customer. In a hyper-competitive retail environment, personalization becomes a competitive advantage.

2. PAINLESS

While holiday shopping starts at different times of the year for different people, those waiting until the last month put a lot of faith in retailers and mail services that their packages will be delivered on time. Bair believes shipping and shipping deadlines to be some of the bigger pain points of the season. Monetate provides a way for retailers to personalize these logistics based on location. Knowing where the customer is, the platform can present highly targeted information around shipping deadlines (e.g. “You have 12 hours left to take advantage of free shipping” or “You have one day left before you’ll have to pay for expedited shipping to receive it by Dec. 24.”)
This type of personalized shipping information reduces customer anxiety and frustrations (our Associate Editor Allison Howen recently wrote about her mom’s less-than-ideal post-Christmas delivery) while providing shoppers a reason to make that purchase now. This sense of urgency can help them make a quick decision, rather than continuing their research on a competitor’s site.

3. PERFECT PRESENT

Holiday shopping is when people are “buying things they are not very familiar with,” according to Bair. This presents an opportunity for retailers to guide visitors to the right purchase. Remember, shoppers are more stressed about finding the perfect gift than spending time with a relative and all their opinions (tis’ the season). Bair advises retailers to call out specific products, like “customer favorite,” “top rated” or “best seller.” By “badging” individual products, retailers are indicating to shoppers what would make for a good gift.

By following these three P’s, retailers can provide a great holiday experience for all the shoppers coming to their site for the first time, for the first time in 12 months or for repeat customers. Bair says it’s so important to be overly diligent during the holidays, because retailer sites see the biggest amount of traffic and biggest amount of new eyeballs, so giving shoppers a really great experience could bring them back for a different holiday in the New Year, like Valentine’s Day or Mother’s Day.

See more at: http://www.websitemagazine.com/content/blogs/posts/archive/2015/11/19/reduce-customer-stress-improve-conversions.aspx#sthash.KTBxh3IC.dpuf

 

Leave a Comment