4 Ways to Support Your Digital Customers As-If they Were In-Store
Retooling your customer engagement strategy from a passive approach to a proactive approach may be one of the easiest things you can do to increase sales and decrease contacts. We’ve been keenly focused on helping our customers mitigate COVID-19 pandemic-related issues like sagging sales, product availability, delivery delays and surges in contact center volumes.
Today, we’re sharing our secrets on how you can use personalized engagement on your site to thrive during these times. This practical guide, with four battle-tested techniques to engage your customers, provides proactive automated guidance, and converts on average from 40% to 400% higher!
1.Greet your customers.
Greeters at big box stores are there for a reason. You can copy the model of a human greeter on your website. Implement analytics to know if your customers are returning visitors, first-time visitors, coming from a campaign, or are in the middle of a purchase journey. Most importantly, you can proactively direct them to what steps to take next.
Take Boscov’s for example. The family-owned department store retailer improved their online conversions with personalized engagement. If returning customers left a previously added item to their cart, they are greeted with a conversational offer and a link to take them back to their cart to continue their journey. This improved and differentiated experience has given a big boost to Boscov’s conversion rate.
2. Help your customers choose at scale.
Use analytics to understand when and where your customer hesitate. Similar to seeing a customer look through a stack of jeans in a store or holding up shirts to their body to get an idea of fit, you can watch your customers activity.
Unfortunately, you can’t read your customers’ minds and they are unlikely to proactively reach out for help. When your customers are hesitating, offering them helpful assets and tips can lead to increased conversion rates. Do you have a buying guide for this product category? Don’t leave it languishing behind a link on the page, proactively offer it up. Do you have a video that shows people wearing your latest collection? Proactively show it to them to help put an outfit together.
The goal is supplying the next best action for your customers to take when they are hesitating. A conversational message instantly sticks out from your merchandise content and leads your customer to make a purchase.
3. Respond in real-time to struggle.
As customers get further down the funnel, their actions become more deliberate and specific. Assisting your customers at this point will have a big impact and help them avoid any obstacles to making a purchase.
If your stock is currently limited, don’t behave like a vending machine. Instead, proactively own up to it. One Moxie customer was receiving a high volume of product availability inquiries to their call center. By implementing proactive engagement on their website, they were able to slash the rate of those contacts in half!
It’s a simple, yet effective change. If a customer receives zero search results, they can receive a message like:
“Sorry about that! We have limited stock right now because some of our warehouses are closed. Sign up for email alerts to be notified when it’s back in stock.”
In this example by proactively telling customers the item is unavailable, you convey that there isn’t more information to gain by speaking with an agent. This allows them to quickly move on.
4. Leverage your relationship to manage expectations and keep contacts down.
Let’s face it, not only is product availability a challenge right now, but shipping and delivery times are all over the map. This can create uncertainty for your customers. Moxie customers are proactively deflecting the influx of customer inquiries by getting ahead of those contacts. When a customer completes a purchase, Moxie customers are following up:
- Immediately: Right after your customer’s purchase is completed, we have customers offering proactive engagements.
“Thank you so much! We know you’re going to be curious about when your order is going to arrive. We have a great order status tool that we can take you to here.”
- If they go to your “Contact Us” page: Contextual guidance will greet them there, too.
“Do you have an order in progress? Do you want to know when the package will arrive? The best info we have is a click away.”
- When you’re not sure: Sometimes you don’t know exactly sure where a customer is in their journeys. In this circumstance, you can offer them key non-purchase topics as soon as possible.
“Hi there, are you curious about order status, how to start a return, or need to get warranty service? Click here.”
Clicking through on that message offers the customer a set of three links that take them to the appropriate self-help tool.
What does contextual guidance achieve? One of the most important things proactive guidance can do for you right now is decrease the amount of calls, chats, and emails from your customers. Even with self-service functionality is in place, customers are still reaching out at unprecedented rates. They don’t use these tools at the rates you would like because they are not in front of your customers when they have the urgency to use them. By anticipating what your customers are going to need next, you can significantly drive down contacts related to key topics.