Customers come to your site to research 🔍 Evolving Strategies

EVOLVING STRATEGIES

This week’s opportunity to evolve your strategy

Customers come to your site to research

Customers come online to research and solve a problem before deciding to buy, this is part of the buying journey they go through. They have identified a problem and need to find a solution, to do so it’s about researching what’s available. So what’s the best way to do this? Research online. It’s fast, convenient and you can do it from the comfort of your home.

So what is the opportunity here? It’s about making sure your product meets the customer’s needs but also creating a great experience. A good customer experience is the difference between them buying from you or going to the competitor.

Make sure the ‘research’ aspect of the customer buying journey is addressed in your digital sales strategy, KPIs are updated accordingly because not every visit to your website will lead to a sale.

You’re a customer…

You need to get a new dining set for your dining room, but you want just the right one because you moved into a new house a year ago and the old one is now too small for the space.

So you go online, and start looking up your favourite furniture stores to see what’s available. You start to look at the different dining room sets available and what build your own options look like. Next it’s about what the shipping time and cost looks like, when it arrives is it setup for you or you need to set it up.

As you go through the details of the site, not only is it a comparison of the product and price; but what additional benefits you receive as a customer.

How to apply this:

What you should takeaway and apply to your digital sales strategy:

1. Show value props and benefits

2. Have all products available to review

3. Provide customer support info

Show value props and benefits

Have all the value props on the home page, and even consider a ‘why [company name] page. It helps to easily consolidate the information for customers in one spot. They can better review everything in one big picture of to see the additional value they receive.

It makes it easier to see the added benefits and the great experience your business provides to customers.

Have all products available to review

All products should always be available to review and buy online. Especially during the research phase, if a customer is looking at what’s available to buy. Make sure it’s on your site so they can find it and look at all the details.

The worst thing you could do is review online and go into store to see not everything was available on the site. It’s not a good experience and may frustrate the customer because they thought they’d made the best decision but now have to go back and re-think their decision.

Provide customer support info

Creating a good experience even during the research phase is about making sure the customer can ask the questions they want, and find info or double check what they need to.

• Have a virtual chat agent

• Give access to the contact service and support

• Add a FAQ page on your most asked questions

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