Encouraging customers to make the leap to purchase requires a brand to offer its heart and soul. Often a brand has to walk the extra mile to get the desired result. Especially in e-commerce, getting sales conversion for brands is a daunting task. In this competitive phased world, every brand and its marketing team puts their best foot forward to perform. Here, the results are unknown. It takes a great formula to fly up the way to success.
IKEA and other brands who are turning the tables daily are examples of this. They’ve laid down their promotional strategies to the point that a buyer purchases the products without giving a second look to substitutes. The unique sales techniques trigger the consumer to complete the purchase. To do this, every firm like IKEA does more than conventional promotional techniques rather than relying on any magic to happen from disturbing leaflets or showing pop-ups. How is IKEA different from the others? Brands like IKEA stand out because they know how to touch a customer’s nerve.
They are perfectly conscious of how to sell when a consumer’s need is at its peak. Remember when you were in college, and you went to a website to find a piece of information but ended up downloading the entire PDF? This is a conversion for the brand. By simply displaying the content and being objective, the website asked the user to sign up and download rather than displaying the entire collection.
Before the customer makes the purchasing decision, there’s something that a brand needs to do on its end. In order for brands to succeed, they need to stand out and be eligible for sales.
How to stand out?
User-friendly Experience and Simplified Checkout Process
Thrive to drive the conversion, not traffic. Most often, e-commerce brands become so occupied with turning traffic towards them that they forget about the end goal i.e, conversion. Hence, they focus on strategies like SEO, but here, the main aim of a brand should be to make the purchasing platform user-friendly. When the mobile application or website is made user-friendly, customers tend to stay longer and complete the transaction. Easy-to-navigate and fast sites are much better than ones that buffer.
If the website visitors aren’t taking the next step, then they will remain as a lead only. The step to buy is usually not taken because of the complexity the payment gateway holds. From the checkout page to the “Your transaction is complete” phase, every step is crucial for business. To avoid making the customer miffed, the payment window should be simplified. Here, one thing a brand should avoid is taking unnecessary sign-ups. Once a customer gets all these with ample payment options then this stressful process becomes easier.
One excellent case :
Image Credit : http://www.proimpact7.com/ecommerce-blog/wp-content/uploads/2010/08/checkout-07-08-2010-20-09-441.png
When it comes to making the conversion journey easy, no one does it better than Intuit. This financial software firm is a pro at successfully increasing the conversion rate with a simple feature called live chat. As common as the feature is, more unique is its applicability. Intuit increased its conversion rate by 211% using proactive chat during checkouts. The idea is to ease the process and solve the end-moment doubts of customers that arise while making the transaction. Undoubtedly, the move increased the average order value by 43% (thanks to Proimpact for research).
How to win?
Emailers:
Cart abandoners are a pain. The losses brands face due to cart abandonment go unnoticed many times. To combat the loss, many brands have turned this disadvantage into an advantage. One of the best tactics to get conversion is shooting the emailers to cart abandoners and assigning them to continue the journey from where they left it. Such an email solves the previous last-minute doubts of the customers and triggers their needs to complete purchases. A link attached to the emailers takes the customers directly to the checkout page, motivating them to do the transaction.
This technique is part of a sales process, but it’s impressive to see how the brands have turned it into a sure-shot conversion tactic. Amazon and Walmart are high-profile e-commerce big fish in recent times that are renowned for facilitating personalized cart abandonment emails to boost sales.
Multichannel Methods
Image Credit : https://www.hkcsl.com/en/netflix/
This is a broad concept that covers most techniques. Here, the firm which has fully utilized this promotional technique is the online streaming platform, Netflix. This popular entertainment content provider giant once performed conversions in such a way that now it’s 70% sales are through word of mouth. The two highlighted strategies were tie-ups and online ads.
Collaborations and Tie-ups : Gone are the days when Netflix required an installation on smartphones or any other gadget. These days, Netflix comes with every smart TV and smartphone. Since the application is already installed in the devices, whenever a customer turns on the device and taps on the coveted Netflix icon, Netflix directly takes the customer to the subscription page. Helping the prospect to become a consumer.
Online ads : When the 80’s nostalgia-inspired blockbuster series Stranger Things released its next season, Netflix came up with a strategy. The increasing popularity of the series gave Netflix an idea to use online ads. The streaming platform took YouTube as its promotion elevator and broadcasted ads related to Stranger things specifically. The CTA of the ads was to redirect every finger click towards the checkout page. In the quest to watch the season, many viewers ended up purchasing the subscription. The target-specific move of Netflix increased their sales to the maximum.
Blogs
Nowadays, blogs generate more conversions. Here, a blog connects the reader with a purpose of call to action (CTA). One best example is the e-commerce firm, Etsy. It has a huge following for its trend blogs than anything else. Every fine blog on Etsy talks about the products customers should purchase. The brand never hesitates to mention the payment link (CTA) for the reader. At the end, after the reading, the blog redirects the user directly to the checkout page. It’s a very clever method of sales – the customer is educated and then redirected to take an action.
Strategic engagement makes a customer have an informed and confident buying decision. The blog’s purpose is solely to drive conversions from the target audience. If at any point conversions do not happen, then it is transparent for a brand to understand that the content differs from the desired CTA.
How experts can help
Throughout the whole saga, the focus has always been on making the customer’s journey as easy as possible. There should be no over-complication that most brands are found to fall for. It happens when heavy and aimless paid promotions are carried out, and they end up going nowhere. To execute a seamless conversion, it’s sometimes necessary to take a backseat and let experts do the talking.
The experts like ours at Ergode know how to draw a thin line between direct conversion targeting and hefty-budgeted promotions. Once this part is taken care of, the road to conversion becomes hindrance-free. As you seek experts, Ergode is more enthused to assist you. Connect with us today, and we’ll discuss your concerns face-to-face.
