We design your e-Commerce marketing #4 — interest in the offer
In the previous part of “We design your e-Commerce marketing”, we focused on building customer awareness. If there is no problem, there is no action. In the same way, if the customer doesn’t know about you, he will not make a purchase. This basically boils down to building a quality range. Why should you do it? Well, statistics work here, because the best happens at the top of the marketing funnel, the better results you can expect at the bottom. Quality has a positive effect on the conversion (but also the cost of servicing a single customer).
Today we will go a step further and will focus on how to interest your customer in you, your history and offer. In other words, our goal is to deepen interaction with the client to make sure that he doesn’t omit anything important.
Did you miss the three previous parts? You should catch up! The previous you can found here.
What happens when someone has a problem?
Some people do nothing 😉.
But today, we will not talk about them, because then the article would end in 3… 2… 1… At this point, the only thing you can really do is return to the customer journey map and see if you are applying the right weight to problems of your clients.
Most of the readers when meeting a problem take action and therefore go to the next stage in your funnel. Then, you must remember these three issues:
- We are still talking about a potential client;
- He is interested in your history, the product you offer or the problem that you can solve;
- It’s still far from a sale.
It’s worth to say more about the last point. You should be aware that a sales cycle can have very different lengths. This is often influenced by the cost of solving the problem (of course, the higher it is, the longer it is).
Maybe it’s just not a good time. Not everything can be predicted. Just remember that in this phase you make the first impression on your client – it has to be good!
How do you know that you moved someone in the funnel?
The first two stages of the funnel connect quite strongly. This key indicator that you can easily apply, is the “interaction” between a customer and the place where you “catch” him. This may mean:
- checking a store’s offer,
- subscribing to a newsletter,
- downloading an ebook,
- signing up for demo/trial,
- longer (and more in-depth) exclusivity.
You should set your goal in such a way that it does not overfill the funnel, because it will only cause marketing’s frustration.
Let’s get back to the Customer Journey Map
As in the previous article, good actions start with a good strategy. Therefore, the key here will be to complement the customer journey map and develop activities that will give the desired effect.
|Question||Example||How does it look in your company?|
|What the user does||Downloads additional educational materials, subscribes to a demo, checking the store’s offer||…|
|What are the problems now?||Does the product meet the company’s expectations||…|
|What touchpoints can we have with us?||Landing page, list and product card, the base of knowledge, newsletter||…|
|What can we offer him?||Easy to use online store, rich product data, support of consultants, educational materials||…|
|What are our weaknesses?||Weak product descriptions, a non-functional shop||…|
Important to note
When completing the table, you will definitely notice that the majority of activities that your company can take is associated with functional changes (less with strategy and marketing). This isn’t an accident, as we are talking about interaction through an online store. Therefore, it’s a good moment to think about:
- is my store convenient for a user,
- do I manage product data properly?
In modern business, a decent and aesthetic e-Commerce supported by a PIM tool should be a standard.
How could you convert it into sales? Control the movement
Returning to the previous thought, we care about the interaction in which a client doesn’t omit anything important. In fact, at this stage, you can’t (and you shouldn’t even try) to do much more. We are talking about “heating up the lead” because the principle still applies that the more you push for a sale, the more resistance you encounter. There are some ideas that you can use:
Do you remember when you said that UX mock-ups and strategy are a waste of money? Breaking news — this is a very important thing. Your clients in just a few seconds assess the suitability of the place they have found. If the site loads slowly, you don’t make it easy to navigate around it, users cannot find themselves — they will leave. Along with your money. It’s a pity, you could have earned.
Focus mainly on:
- transparent navigation — are the most important elements on the site in easily accessible places?
- filtering — can the user view only products that interest him?
- prompting — both in the search engine and products that may be of interest to the user based on the viewed offer,
- CTA — show the user what you want from him at the moment (and don’t forget to tell him what he will get in return).
In the case of more advanced platforms, you should think about onboarding, which will help the user to take the first steps. This is especially important for all kinds of wizards and configurators, which may not be “obvious” at first glance.
Staying with the configurators, you can also think about predefined products that you want to promote especially.
Regardless of how well you prepare, there will always be interest that can not be done.
Some of these users will try harder, others will send you an inquiry, and others will simply drop the store. You don’t even realize how many objections users can have on your site.
For such users, “dynamic” livechat may be invaluable. Where does that determination come from? Because livechat should not be treated neglectfully. The rule is that your clients can wait for an e-mail, but not for the reply to the chat window anymore.
By using all kinds of amenities, you will not make the user buy. But that isn’t the point at this stage. We aim at:
- building a relationship,
- familiarizing the customer with our offer,
- falling into his memory,
so that in the next stage (making a purchasing decision), he takes us into account. What should we do to make the only right decision (according to us)? About this in the next part.