Sometimes, instead of pushing your customers into a purchase, it’s important to look at why they might not be making that purchase. Identifying bottlenecks in the typical customer journey can be one of the best ways to increase your conversion rate. Here are two examples of where visitors might pause before buying, and how you can make it easy for them to become customers.
OPTIMIZING YOUR SEARCHES
This area can be one of the most crucial for optimizing your site’s visits. Go check out your search analytics and you’ll see a few key stats – what searches led to bounces, which searches had no results, and even which ones showed the highest conversion rate.
The search results are a perfect place to see right inside your customers’ minds and help them find what they’re looking for. Let’s focus on the no-results search. Think about what products might tmpt your visitors instead of the product they’ve searched for. Do you have a competing brand? Is there an alternative product?
Here, you’ll be able to see the searches that led to no results. Let’s create a campaign to tackle the most common of those. Now you’re going to build a Segment. You can call this the same as the campaign.
First, go to your admin and check out your search analytics. Pick out the to no-result search term. Now go into your Campaigns. Create a new campaign and call it “No Result [your search term]”. You want this to go on your search results page, so select that zone. The criteria you’ll select is the searches. Type in the word they searched for, and select “In the current session.” You can edit the time settings to be however you want.
Tip: Adding a tag can make it easy to organize all your Campaigns, when you’re creating several of the same kind. We recommend “no-result” so you can string all your no-result Campaigns together later on.
Now just select the content. Here you want to show content which is going to help them, such as a “Request this product” banner, or a “Check out our Competing Product range.”
Above & Beyond: If you have alternate products, you can instead select a manual recommender and pick out the products you think people searching for that term will be interested in.
Now you’ll be helping all the visitors who come to your site and can’t find what they’re looking for – capturing their business and their hearts!
This type of optimization involves you trying to forecast the future for your customers. If they’ve bought X product in the past, when will it run out? When might they need a refill? Which other products might be the perfect pairing with it?
In this example, I’m going to walk you through creating a campaign to target folks who have bought some staplem products, encouraging them to make that same purchase.
Go to Campaigns and create a new one. We’re going to add two Zones – one as the homepage banner, and one just under that as we want to hit our visitors with a gentle reminder and pair that with a recommender with their products. Let’s set the home banner first.