This is part 2 of our 4 part Customer Journey Stages series. Click below to view the following stages:
- Part 1: Gaining Customer Insight
- Part 3: Avoiding Missed Deliveries and Improving CX
- Part 4: Credit Collection with Proactive Messaging
Use Strategic Outreach and Targeted Promotions to Capture Customer Attention
Modern consumers are subject to sensory overload from multiple sources, including deals and discounts from competitors online and offline. The ‘Attention Getting’ stage is clearly the busiest of all the customer journey stages.
The key to capturing the attention — and purchases — of customers lies in getting in front of them on the channels and networks they use most.
You can ensure strong CTRs and conversion rates using data you already collect — including that which shows top referring platforms and ad performance — to home in on the key customers you want to reach. By focusing on the channels that garner the best engagement rates, customers are more likely to click on your Rich Media messaging, via SMS provides an excellent method for this.
With VoiceSage’s direct-marketing services, you can generate automated, personalized, and dynamic messaging across channels and devices. Utilizing phone and email information collected early in the customer journey, you can cut through the impersonal noise that customers encounter from other companies around the holidays.
How to Solve Catastrophic Friction Points in the Digital Customer Journey [PDF]
Nurture the Customer from Website Visit to Purchase Completion
Once customers come to the site, payment friction and abandoned carts reduce potential revenue. Though they may look around and add attractive items to their carts, 68.89% of customers fail to commit to purchase.
By mitigating the hurdles that customers face when purchasing, companies in the United States and the European Union could recover $260 billion worth of lost orders.
Companies can recover those lost orders by embracing technology that automatically sends reminders and encourages customers to complete their purchases
At this point, customers can also be swayed to purchase with limited-time discounts, such as free shipping or an extra percentage off items in their cart.
The second major hang-up can be the payment process itself, often because customers feel that their information is not collected safely or that it’s too labor intensive to provide. In fact, 28% of U.S. online shoppers ready to make a purchase have abandoned an order because the checkout process was too long.
Since more than 31.8 million consumers experienced credit card security breaches in 2014, consumers have become increasingly sensitive about the security of their information. By integrating with trusted payment platforms and including trusted company logos, you can ease customers’ minds by creating faith in the purchase process.
Other ways that companies can improve the odds of customers completing their purchases once on site include the following:
- Ensuring customers can easily find discounts and deals
- Being transparent about shipping costs up front to avoid sticker shock and cart abandonment
- Providing a guest checkout option
- Paying attention to analytics reflecting funnel leaks (e.g., customers drop off at pages that aren’t as strong as others, can’t find the items they’re looking for, etc.)
- Using remarketing to remind customers of products they care about
- Simplifying navigation to speed up the customer journey
- Showcasing reviews from other customers to help potential customers vet their purchases