Sheep don’t bark and dogs don’t bleat. There are different ways of communicating with different people. This is an idea which, if weaved professionally, can increase your conversion rates and help turn traffic into turnover. While this is primarily predicated on you having a reasonably sophisticated e-commerce platform, there are ways you can interpret the following thesis to apply to your company’s predicament.
When you gather analytical data about the people who visit your website or open your e-mails, among many there are two juicy pieces of ripening information you can ascertain. The first is the stage your potential customer got to before being deterred from making a payment, this could be immediately after visiting the website or as close-cut as having their items in the basket but just evading the entrance of the credit card details. The second is their behaviour and responsiveness to your communications – how often do they open your correspondence, do they carry out your call-to-actions?
Let’s examine the first one regarding the customer journey and pushing it forward to a mutually beneficial stage where they receive your wonderful product/ service and you receive your hard-earned income.
Browser Abandonment and Cart Abandonment are the two main pitfalls of online purchasing. The former applies to visitors who looked at the goods but for some reason were not inclined to select a product or service for them. The latter applies to visitors who looked, found, selected but didn’t proceed to payment. Both of the inhabitants of these two camps need to be addressed but in a different way in order to reach your desired outcome.
With Browser Abandonment, you should think about being slightly more subtle and going back to the basics of telling your brand’s story as well as the benefits of buying into what you are offering. It is important that you communicate with a touch of discretion and caution as these are essentially the general public who wandered into the store, had a look and then wandered out again. Maybe they weren’t interested, maybe they didn’t have time or maybe they just didn’t have the proposition put to them properly. Now is your opportunity to rectify that – be accommodating, sell the idea and then encourage them to browse again with a push of a button.
With Cart Abandonment, you know you’ve already convinced the potential customer that this is what they want. Their attention may have been distracted for that moment, or perhaps they require a final moment of reassurance and adrenaline to go ahead. The ball is in your court, they’ve already shown their hand, if your communication deters them from the sale at this point it’s your error. Depending on the type of product or service you are vending, you can decide to be cheeky or inject some levity to create a more human feel to your company, thus pushing the ‘people buy people’ dogma. On the other hand, you may simply wish to give the potential customer a professional nudge to remind them to finish off what they started.
The important thing is that you separate and categorise your users and visitors into departments which should be spoken to in different ways. Your brand identity and tone of voice should be apparent throughout but the psychology ought to be different in order to reach a successful transaction.