An optimal customer journey from offers to checkout 🔍 Evolving Strategies

EVOLVING STRATEGIES

This week’s opportunity to evolve your strategy

Digital sales strategy of an optimal customer journey from offers to checkout

Creating a customer journey on your site is an essential part of a successful digital sales strategy. Knowing what will give your audience the best experience will drive sales for your business. So how do you do this?

It’s about focusing on the customer, ensuring they’re able to get the information they’re searching for, the benefits focus on them and they can easily buy what they need.

You’re a customer looking for a new phone service, because you’re contract is up and you want to upgrade. You also just moved and need new Internet services. You know if you bundle these 2 services, you get a discount so you think why not save a little $$?

You do your research and decide on Company B because it gives you the biggest savings. You go online after a long days work to buy and setup an appointment to get your services. After going through the site, you realize you can’t buy a phone and Internet package together. It has to be done separately and it takes you 2 hours to do everything.

Your information wasn’t save the second time and you had to re-enter everything, the site crashed and you had to start again. You still have to call in to get the discount because it was 2 separate purchases.

A poor customer experience online don’t you agree? Unfortunately this is a real scenario for a Telecommunications company.

How to apply this:

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

1. Easy checkout in 15 minutes or less

2. Save past info and follow up with email

3. All in one checkout

Easy checkout in 15 minutes or less

Customers come online for convenience. If you’re not able to provide that on your site then the customer will likely not buy again and tell others about what happened.

Go through your site and analyze how long it takes to select a product and checkout. The whole process should take no more than 15 minutes. Otherwise why would someone buy online?

Look at ways to simplify the checkout process.

• Automate systems

• Save past customer info

• Auto move customer to the next page of the checkout

• Reduce what’s required to checkout (i.e. creating an account)

Save past info and follow up with email

For past customer make the process of buying again convenient by saving past information like name, address, credit card details. This lets them checkout faster, and easier. Reduce the time to click and finalize the purchase and increase the chances they’ll keep the product and reduce buyer’s remorse.

If the site crashes, have a back end setup to send a follow email to the customer with everything they had in their digital cart. Easily let them checkout, and avoid the pain of having to go through the process of buying all over again. Keep in mind this only works if you have an email on file.

All in one checkout

Per the example above, there are many situations in which the customer has to purchase products separately and prolong them being able to finish and checkout.

Instead allow all your products to be buy in one go, allow for cross sell and upsell opportunities as the customer is checking out. All products can easily to be added, changed or removed in your digital cart. By doing so, you’re getting the customer to buy more or high dollar valued products.

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