Incentivising the Impulse: Getting Customers to Call - ResponseTap - ContactCenterWorld.com Blog
You can’t make a sale without a customer deciding to buy, so it’s well worth looking at what factors influence the customer to make that choice.
When you trace the customer’s journey from start to finish, you will sometimes find a very careful assessment of one product against another, one storefront’s price against another, whittling down the combinations until the customer has exactly what they want. But in many cases, after several web visits or calls, consumers revert to branded keywords when they make their purchase, taking the deal that seems best after a quick last-minute scan.
There’s a whole technique built around winning that last impulse purchase; last-click analysis tells you what the most likely final search is and you bid on that keyword. But you’ll always lose some customers who didn’t choose that brand, and you miss out on those who do their research and stick by it.
It’s a good idea, then, to look at the customer’s journey and analyse it from another position, too, and that second position is, how can we persuade a client to heed that impulse a step or two earlier while they’re on our site or in a call with us?
With careful attention paid to the customer’s journey, it’s possible to identify both the tipping points that prompt sales without that ‘reset’ to a branded keyword search, and the ones that don’t quite make it. From there, your strategy can be refined to steer customers to the tipping points and create new ones, giving you more chances to convert that impulse into a successful sale.
To do this your analysis must be as deep as possible. ResponseTap provide additional metrics that nobody else does, including metrics ignored by other call tracking services to offer one of the deepest analysis pools available, meaning that making these adjustments, testing them, and evaluating those tests is now easier than ever before.
Publish Date: December 11, 2015 5:00 AM
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