One does not have to be a rocket scientist to know that brand experiences have to be consistent from a branding reputation. It also goes without saying that good and consistent experiences based on digital channels, which more and more account for the majority of contact moments with clients and prospects, lead to a better conversion.
Email marketers, conversion specialists and search engine marketers know for several years that consistency in the lay-out, the message and the page and call-to-action flows in the consecutive interactions and online experiences will all raise conversion parameters.
If someone, via whichever source and after whichever scenario's, comes to a point where you hope that he would undertake a specific action, then not only the call-to-action has to be good.
Conversion is cross-channel
You have to get that person to that point and to the next step in one flowing user experience. The more consistent the contact moments and thus the recognizability and the ease of use, the higher the chances that you will succeed.
Obviously, conversion seldom is a linear process. There is a difference between an online retailer's online marketing and website and let's say, that of a B2B solution supplier that has a long sales cycle and several decision takers.
However, even then, a consistent cross-channel experience is essential throughout the different direct interactions (for example, in lead nurturing) and the indirect contacts with your brand, for example, via emails, print, advertisements, trade shows and so on.
For those who use their website a lot for sales, such as online retailers, it is of course essential to optimize the direct conversion. It is no secret that also here the experience, in this case the online experience, is crucial. Whether someone does or does not buy something depends on different factors but how he or she experiences the searching, comparing, shopping and paying process, is without a doubt the most important one.
Missing a quarter of yearly revenue due to poor online experience and conversion optimization
From a new survey done by Econsultancy, that was baptized ' Reducing Customer Struggle', it appeared that companies capable of calculating their site abandonment, estimate that they miss the equivalent of approximately 24% of their yearly revenues due to poor website experiences.
The survey found that very few companies know why visitors abandon the shopping checkout process or why they disappear from their website without any conversion at all.
What is valid for online buying is also valid for other conversion goals. The big problem is that often it is well known from where internet users are coming but seldom one is capable of measuring what happens during the conversion moment, insofar as there are clear conversion goals.
So it is essential to gain the necessary insights using the correct reporting tools. This is not only valid for conversion trajectories on websites but also for the conversion of cross-channel campaigns. The conversion improvement is a matter of continuous analysis, improvement and integration. However, everything starts with defining the goals and measuring how efficient one is in reaching these.
It is important for all companies, but looking at the gigantic sums that are being wasted according to the survey, it is definitely important for online retailers and every company that uses the internet for direct sales, regardless of the sector.
Today's customer is cross-channel and he/she is at the centre of sales and marketing.
Communication channels depend on the consumer and marketing is about engaging the cross-channel customer and prospect throughout integrated dialogues that are driven by his/her buying journey, preferences, triggers, signals and behaviour.
Discover why your business should move to an integrated marketing approach step by step and how.