All big businesses know that getting people to visit your store is only the first step in the selling process. The most challenging part is converting these visitors into buying customers, not just one-time customers, but regulars as well. Statistics show that providing an excellent customer experience is the key to increasing a business’s conversion rate. Conversely, here are 5 ways in which you can improve the experience of every customer that enters your store:
Give every visitor a personalized experience
Providing a personalized experience has been shown to increase sales by almost 20%. Customers want to feel unique and recognized, and by personalizing your interactions with them, you gain their attention and interest. Another way to get your customer’s attention is by providing content that was designed specifically for them.
However, different people have different interests, and it is not so easy to provide personalized content to the hundreds of different people that will visit your business daily. This is where Demographic Analysis comes in handy.
Demographic Analysis can be used to create targeted advertisements based on the gender and age groups of your customers. This can further improve your customers’ interaction within the store, leading to more sales and a higher conversion rate.
Provide top-class customer service
Businesses that provide superior customer service always get the lion’s share of customers in the market. As a matter of fact, a study reports that within a day of receiving bad customer service from a business, 47% of customers will move to a competitor.
Top-class customer service transcends smiling and saying hello to your customers. You have to treat everyone that visits your store like a premium customer, interact with them as if they were your only customer, and watch one-time buyers turn into regular customers. If you consistently convert a good percentage of your visitors into repeat customers, your conversion rate will improve significantly.
Improve in-store operations
Nothing causes cart abandonment more than long lines and waiting times in a store. Increased cart abandonment leads to lost sales opportunities and reduced conversion rates. Furthermore, when customers visit your store, they don’t want to spend 10 minutes navigating and looking for the products that they want. Long queues and a complicated store layout will lose you a lot of customers.
Heatmap data provided by the V-Count Zone Analytics solution can tell you which areas of your store receive the most visitors and which products people interact with the most. A smart move would be to make those areas as accessible as possible. Additionally, put related products in the same area, making it easier for customers to find them. Queue management systems can also be leveraged to reduce waiting times and long queues at checkout counters.
When your best-selling products are easy to find, your store is uncluttered and indexed properly, and your checkout takes less than a minute, then your customers are happier for it. Satisfied customers mean more sales and higher conversion rates.
Resolve complaints swiftly and reward loyal customers
Whether physically in the store or on social media platforms, always respond to complaints swiftly and provide solutions as quickly as you can. Your customer conversion rate depends on it.
Another way to ensure that customers keep coming back is by introducing a loyalty rewards program. This may come in the form of discounts when a certain number of items are purchased or a small gift for customers that have visited your store a number of times. According to research, 56% of consumers said their consideration of a brand improves when they receive personalized incentives.
Leverage data to increase conversions
In-store visitor traffic data will tell you how effective your strategies are, what you are doing well, and what aspects you need to improve. For example, measuring visitor traffic will allow you to measure the performance of new marketing campaigns and their impact on your traffic and conversion rates.
Visitor flow shows you how people move around in your store; which areas are more populated than others? Are customers getting clogged up in some sections? This can be quickly resolved by improving the layout. What are your most bought products? You may increase sales further by pairing the 2 most popular items and giving out discounts to customers that purchase them together.
An effective way to increase customer conversions and sales is by predicting what your customers want and giving it to them. Be it products, services, or marketing campaigns, the more satisfied your customers are, the higher your conversion rate will be.
