If marketing has one goal, it’s to reach consumers at the moments that most influence their buying decisions. That simple reason is why Amazon started offering targeted product recommendations over a decade ago to consumers already logged in and ready to buy.
But how do you identify those moments? How do you best take advantage of them and create engaging experiences that really resonate with your customer?
As soon as customers interact with your site, their actions become insightful. It’s up to the retailer to work out which moments along their customers’ purchase cycle would be most effective in connecting with them in meaningful ways. Analyzing and determining these answers are key to getting to know your customers’ needs and then shaping your site to fit those needs.
Qubit serves 31 of the top 100 online retailers in the UK. Last year, we surveyed our retail clients and discovered that customers visit a retailer’s site an average of 5.1 times before they buy anything.
Why? Essentially, most buyers consider their purchase. Impulse buyers certainly exist, but they are by no means the overriding majority.
What does this mean for you?
Plan a strategy that engages with customers at particular key moments. Has the user visited more than three times? Have they ever added something to the basket? Are they engaging with your content: blog, videos or other? Do they tend to return to a particular brand or a particular product type? How frequently do they visit? These are particular moments that will give you important information about why they are there, what they are interested in and what will get them to make a purchase.
Here are some examples of ways in which retailers have engaged with customers from first landing to final purchase. For more insight, download our ebook, “Meet your customers: Data led insights to delight your digital customer”.
Almost 70% of online shopping carts are abandoned (Baymard Institute Research, September 2014).
L.K.Bennett targets UK visitors who have not purchased online for over nine months, but who have visited the site more than three times. They show a message when someone is abandoning the basket page after adding a product to their basket, in order to tempt the users with free delivery. This test increased their conversions by 11%.
Monsoon Accessorize shows a message to visitors alerting them to the fact that items are low in stock. If there are fewer than five items in stock when a visitor selects their size, a layer will appear on the product page showing how many items are left. This change resulted in over 10% increased conversion rate for both Monsoon and Accessorize.
Farfetch analyzed the value of different content pages by comparing the conversion rates of groups of visitors who had or had not viewed that content. A message layer was shown to users after their 10th pageview inviting them to read more in Farfetch’s FAQ page. As a result of this layer, this segment saw a 17.1% increase in conversion rates.
Burton was looking for a targeted personalization that coincided with their merchandising strategy. Burton took over a tile on their homepage, directing users to weather-appropriate products. This would rotate between three different creatives: one with the visitor’s local weather and temperature, another with the recommended product, and lastly, a styled model photograph. As a result, Burton saw an 11.6% uplift in conversions for all users.
In order for retailers to maximize their opportunities to convert shoppers into buyers, they must understand the new realities of consumer behavior and align their digital and content strategies accordingly.For more insights like this and more big ideas, download our ebook “Meet your customers: Data led insights to delight your digital customer”.