Customers coming all the way to the shopping cart and not completing a purchase? Wondering how to make all of those site visitors convert and become customers?
Here are some highly effective tactics to help increase conversions for your D2C brand.
1. Use targeted pop-ups
Targeted pop-ups are some of the best ways to grab a visitor's attention on your website. Like targeted ads, pop-ups display relevant information to a specific user group when they arrive on the website.
Here are some ways your brand can use pop-ups to help increase conversions:
1. Offers
You can use pop-ups to showcase the latest offers and discounts to specific customers. Different ads for separate customer segments can help you share more targeted communication and increase the chances of conversion.
2. New launches
Pop-ups are ideal for promoting new products from the brand. Your website can prompt users with banners and pop-ups when they arrive on the website to present the latest products for increased visibility and improved discovery.
3. Cross-selling and Upselling
Targeted pop-ups can also help you cross-sell and upsell products. You can place related or premium (higher value) product offerings in op-ups to attract interested customers to purchase different products.
2. Enticing offers
Offers remain some of the most attractive marketing strategies for customers worldwide. Offers are not only a great way to get customers to spend more and increase the average cart size and value but are also crucial for brands to clear old or dead stock.
Offers come in several shapes in sizes, and different industries create different offers for their specific audience.
Typically, it makes sense for brands that sell high-value items to add complementary items to their customers' purchases. This is typical for jewelry stores and luxury brands. For brands that sell more affordable items, discounts and add-ons make more sense.
For example, if you own an apparel brand, you can create offers such as 1+1 to remove old stock from inventory. If you sell electronic goods, you can give away free accessories or even merchandise.
Here are some essential guidelines to help your create great offers for your D2C brand:
1. Clarity
Your offers must be clear enough for all relevant audiences to understand. If the offer is complicated, customers tend to steer away from it owing to the inconvenience. Therefore, when creating an offer, ensure that it is convenient for customers to avail and easy to comprehend.
2. Value
Provide value to customers through the offer. Creating offers that provide customers with unnecessary or irrelevant benefits will cause the offers to fail.
3. Urgency
Offers work great when they create a sense of urgency. When customers notice that an offer is likely to expire soon, they often tend to make the purchase under the fear of missing out. This is why, when you create an offer, include a shorter timeline with it to prompt customers to make the purchase faster.
4. Guarantee
The offer must guarantee additional value to the customer and must not act as a clickbait to get customers to visit the online store. Genuine value is likely to increase conversions, however, false advertising will lead to dilution of your brand value and trust.
3. Abandoned cart recovery
Abandoned carts are a nightmare for D2C brands. The fact that customers are adding items to their cart, showing interest in the purchase, and dropping off when the time comes to finalize the purchase is a dreadful event. There could be a host of technical reasons for customers to abandon carts, and looking for them and resolving issues as they arise can help more people convert over time.
Abandoned cart recovery is a lucrative way to drive conversions for a brand. Since the customers were already interested in making the purchase, you only need a good marketing strategy to nudge customers in the right direction and complete their purchase.
Here are some of the ways by which you can recover abandoned carts:
1. Discount Strategy
How about recovering a customer even before they abandon a cart? Exit-intent popups are your perfect companion to kill cart abandonment. Detect when your visitor is about to abandon the cart and give them reasons like free shipping, discount coupons, bundles, free gifts, etc. to motivate them to complete the purchase.
2. Email marketing
Email marketing is an effective tool to connect with customers after they have left the platform and, in this case, abandoned their cart. You can send out emails to customers to give them a reminder of the items that they had planned to purchase but left in the cart for some reason. Emails can also help deliver offers to customers to entice them to complete the purchase.
3. Retargeting
One great way to reduce the rate of cart abandonment is by leveraging retargeting ads. Someone who abandons a cart on your website might look for a similar product on other sites within minutes, not hours, if they ever purchase. The best strategy here is to intercept these prospects with remarketing ads, upping the ante.
4. Conversion messaging across touchpoints
If your brand has a mobile app, push notifications are one of the best ways to engage customers and increase conversions. If you don’t have an app, WhatsApp is still a great way to communicate conversion messaging.
Unlike a mailbox, an app-based notification or a message on a platform like WhatsApp prompts near immediate action.
Most brands end up using these notifications and messages for everything, which can end up creating fatigue in the consumer’s mind and they may even unsubscribe. The key here is to use these messaging channels only for conversion messaging, meaning that all communication must be in the context of a previous interaction made by the customer.
This leaves us with another question- how do we make our messaging highly relevant?
The Graas' Turbocharger has been designed for D2C brand owners and marketers to capture every relevant piece of data, derive insights, and give you a granular view of who your customers are, what they prefer, and why. Using this data can help you create offers for various customer segments, and send these at the right time through the right channel.
Here are some ways you can best use these communication channels to increase conversions:
1. Order updates
Only use channels such as WhatsApp or push notifications to share updates on when an order has been shipped or is about to be delivered.
2. Cart recovery
When customers abandon their cart, use push notifications to remind them of their items of interest and nudge them into buying.
3. Wishlist Communication
You can send communication to customers who have wishlisted an item to let them know if the item stock is low, if it’s back in stock, or if the price drops, or you can message them as a reminder to check out.
4. Sale communication
(In case of push notifications) If you do have an app, you can also use push notifications to alert customers about a sale period and other limited-time offers.
One of the best ways to ensure your communication is relevant is, of course, to know your customer. In that context and at scale, data is vital to help you make the right decisions about what conversion tactics to apply at what stage of business growth.
The Turbocharger can help you with highly contextual insights and prescriptive analytics so you can make these decisions using data, and thus set your D2C brand up for success. Take a look at the Graas' Turbocharger here.