Small businesses need to make the most of every lead they can find; all the SEO in the world is worthless if your website can’t convert a visitor into a buyer. Boosting your site’s conversion rate requires you to present users with a relevant shopping experience to ensure you’re taking advantage of every opportunity, and there are a wealth of ways for businesses to achieve this; you can offer shoppers discounts based on their browsing habits, connect with customers on social media, and build your brand identity with customised shipping labels. Ultimately, it’s all about finding out which products each customer is most likely to be interested in, and presenting them with opportunities to purchase them.
Customising your content to suit customers
Typically, your customers won’t be interested in everything you have for sale; visitors to a sports shop might only be interested in tennis equipment, for example, so it’s no use showing them deals on football gear, as they’re unlikely to buy it. Instead, you need to build up a picture of what each customer is interested in, which means digging into their shopping habits; if a user is looking exclusively at tennis racquets, it’s likely that they’ll be interested in other tennis-related products.
Building up a user profile for each visitor requires the careful gathering and interpretation of data. The more detailed this information is, the more effective it will be at presenting visitors with products that they are likely to purchase; free services like Google Analytics allow you to gather information on user browsing habits and demographic groups, but don’t provide the data you need to provide personalised shopping experiences. Systems like Janrain and Gigya are able to build up precise customer profiles by maintaining extensive records of their browsing habits, allowing you to develop precisely-targeted content for each unique visitor.
Social media is an important tool for raising your brand awareness and building an identity, but social integration can also be a powerful way to gain insights into your customer base. By allowing users to sign into your website with their social media accounts, you’re able to access a wealth of data on their interests, hobbies and social groups, as well as providing an easy and convenient way for them to create a profile on your site. By combining social media data with on-site browsing statistics it’s possible to create a very detailed picture of each customer, with social login demonstrating a substantial boost to website conversion rates. Social integration also allows you to market your products to customers through social media, bringing promotions and new products to their attention, and to boost your brand identity through user engagement – both Twitter Analytics and Facebook Insights provide a wealth of user data which you can use to optimise your social media strategies.
On-Site Customer Management
Just like a good sales team, a customer management plugin is able to communicate with customers at crucial points during the purchasing process. Services like Barilliance allow you to recommend complementary products to customers, display deals on relevant merchandise and even offer a last-minute discount to shoppers about to abandon their shopping cart!
Quickly responding to user behaviour is vital for website personalisation, and lets you take advantage of opportunities as they arise, increasing your chances of converting a visitor into a customer.
With the ongoing increase in mobile browsing, it’s becoming increasingly important for websites to be scalable to a variety of different displays. Not only does a responsive site rank higher in search engine results, it’s also far more appealing to customers on a smartphone or tablet; a site that’s intuitive and easy to navigate will see much higher user engagement and conversion rates.
Consumers are exposed to a vast amount of online marketing, and physical media allows you to stand out from the background hum by placing content directly into their hands. The impact you can achieve with personalised mailouts is enormous as customised, interesting physical content creates a lasting impression in your customers; producing parcels that are packaged in a unique and attractive way builds your brand identity and drives repeat sales – a must for any small business. It’s also very cost-effective, as brand-customised shipping labels can be obtained for little more than the cost of generic ones – an easy way to improve the chances of your customers coming back for more.
You can also create custom mailout for your customers by taking advantage of key information; for example, by sending out flyers with your new-season football discounts to customers who you know are actively interested in the beautiful game. Reaching out to customers after they’ve made a purchase is a great way to improve the chances of them becoming a repeat customer, and it’s a quick and easy way to boost your sales.
It’s vitally important for any business to provide customers with a personalised experience, and doubly so for small businesses. There are a wealth of opportunities for companies to adapt their online shopping experience to different users, and the increased conversions this brings are well worth the investment.