Image Credit @FancyCraves
In this #2 of Rick Birtles series of five blogs, we tempt you with tips ‘n’ tricks for increasing online engagement, intent and end of aisle positioning
The average user attention span online is 8 seconds [look at your page speed and avg. session duration in your data analytics] which is why it’s important to attract and persuade your visitors as quickly as possible.
..those which produce a significant margin, or product in limited quantity
As soon as a potential customer arrives on your site, he or she should feel a sense of trust, and that good deals await. Think of your site’s category pages like your end-of-aisle displays. They should highlight certain key products [those which produce a significant margin, or products in limited quantity that will soon be out of stock, for example].
Diversifying your offering will help you to generate more conversions and grow your average basket value.
In the digital world, your product universe should be designed to serve the customer experience. Make sure your product catalogue is in perfect order so that neighbouring categories are easily accessible. By offering a high-quality loss leader product, you can then engage customers with other products they could find elsewhere, but which they choose to buy from you. Diversifying your offering will help you to generate more conversions and grow your average basket value.
The experience on your site must feel unique and exclusive to your customer.
If users who consider themselves #loyal feel they aren’t being recognised at all by a brand, they may very quickly go elsewhere. The experience on your site must feel unique and exclusive to your customer. This is one of consumers’ major expectations today… and we all know the customer is king (in the digital world, too!). In exchange for data collected on your customers (their contact details, purchase history, loyalty points, etc.) you should personalise each individual experience.
Don’t hesitate to offer a maximum of choices (sizes, colours, brands) to boost your sales. And analysing customer behaviour – notably thanks to digital analytics data (visits, searches, products viewed and purchased) – is therefore critical to providing the right products and services.
So what’s the takeaway?
Think about these 4 behaviours, try the site and answer them yourself, ask others to try the site and give you some feedback. The more you listen to your customer, the better your data to help read the user, the better audience conversion you will provide
- What events do users fire?
- What page loops are they stuck in?
- Whats making them drop?
- What was their intent?
Rick Birtles is Senior Data Analyst at PRWD Ltd – Recognised Google Digital Garage Trainer and Lectured at MMU