Friday, April 13, 2012
Over the past few months, we’ve been looking at the customer buying cycle to determine how social media can best be integrated on your website to enhance each stage of the cycle.
We’ve looked at how reviews and ratings fit in at the purchase/transaction stage to drive traffic to your website and increase conversions. We’ve also looked at how discussions and forums help to inspire and engage your online visitors.
Now we’re going to move our focus to the post-transaction/post-purchase stage; specifically how you can enhance your website and online marketing strategy to really make the most of each individual transaction and ultimately, drive ancillary sales – additional sales to the original purchase.
Let’s set the scene… A customer has just completed a transaction on your website – say they’ve booked a flight to Paris. Now what? You don’t have to be a business boffin to be thinking along the lines of ‘how can we keep that customer engaged?’ And ‘how can we get them to buy more?’
Top 4 ways to drive sales on your website
This is about the here and now. Your customer has pressed that ‘Purchase’ button and is reading the confirmation message. They’re about to leave your website as there is nothing else to keep them there. But does it have to be like that?
What about providing functionality on your website to enable your customers to interact with your staff, manufacturers and other customers? Featuring this content can help to resolve any post-transaction questions they may have around product usage; helping to decrease product returns and support costs. Our discussions and forums app can be integrated onto any page of your website and allows you and your customers to post questions or start a discussion.
Furthermore, providing additional relevant information about other products and services that are complementary to the initial product purchased can lead your customer on to their next purchase, generating ancillary revenue. In fact, numerous studies have shown that a high percentage of additional sales happen immediately after an initial sale is made.
For example, a purchase of a manicure set might lead on to a purchase of cuticle cream. Or, a purchase of a week’s stay at a guesthouse might be complemented with car hire and a day out at a local tourist hotspot.
No matter how fantastic your website is, the time will come when your customer will leave it, but what can you do to keep them engaged with your brand?
Email newsletters and social media updates are the perfect way to regularly communicate with your customers. So, if they haven’t already signed up to your emails/joined your social communities, consider offering an incentive to do so – a discount off their next purchase or entry into a competition.
Push relevant content to potential customers
Reward your customers for their loyalty with exclusive offers and promotions:
We all know that recommendations can help drive sales, so it makes sense to make sure any reviews of your products/services are broadcasted as widely as possible.
When your customers add reviews to your website make sure these are shared with your own social media profiles, in order to highlight their positive experiences and product choices to your whole community.
Also be aware that peer recommendation is incredibly powerful. Encourage reviewers to share their reviews with their own communities, by adding social broadcast links, so their extended social circle becomes aware of your brand and their recommendation of it.
Find out more about how our award winning social media applications and services can help drive sales from your social media activity, call us on +44(0)1179 111 420 or email firstname.lastname@example.org
Categories: Social Media Articles