Even big brands struggle with engagement and customer conversion!
So what can we learn from their experiences – and how can you improve your conversion rates?
Aunt Bessie’s – the UK frozen food brand – recently announced a major repositioning, to modernise its image and update its appeal. Research showed that its current characters, Margaret and Mabel, tested well on awareness but in the words of Hannah Haas, Marketing Director: “As soon as they did or said anything the emotional engagement dropped off a cliff”.
Now that’s all quite fascinating to marketing geeks like us here at Juicy… we could discuss the importance of knowing your audiences and keeping up-to-date with their preferences; the implications of having an out-dated brand image; the value of good research… but what actually caught our interest was another issue Aunt Bessie’s has identified.
Because research also told the company that whilst it is enticing people into the frozen food section of stores, it isn’t converting those visits into sales. It has lost its ‘kerb appeal’.
Which started us thinking…
What happens when people go to your website, social media pages, YouTube channel, webinars, podcasts, even in person to your offices or shops… but then they don’t buy?
What is it which puts them off and how could you change that?
As Albert Einstein is reputed to have said: “The definition of insanity is doing the same thing over and over again, but expecting different results”. So, is it time for you to take a look at what you’re doing and shake things up a bit?
Here are just 7 things you could do to help improve your conversion rates:
1. Ask people what makes them buy!
Aunt Bessie’s has invested in detailed professional research, but you could start with a questionnaire for your sales people to use; maybe post it on social platforms or email it to your list too.
2. Check out your kerb appeal.
You may love how your marketing materials, packaging and ‘shop front’ look (if you don’t, it really is time for a change!) But what do your colleagues, customers and prospects think? Are you living up to expectations and out-shining your competitors?
3. Prompt ‘visitors’ to take action.
Does your marketing ask people to take action? Are your CTAs clear and specific, or do you rely on simply displaying your contact details? What could help you engage more? Should they call, click, leave an email address, answer a quick survey, download an asset, share a post, subscribe for more?
4. Offer a free demo or free trial period.
Showing is far more effective than telling! Allowing people to experience your products or services for themselves is a powerful sales tool. Remember to set boundaries and limits, and always follow-up any demo or trial.
5. Get happy customers to leave a review.
According to Forbes: 90% of customers read online reviews before visiting a business; online reviews impact 67.7% of purchasing decisions; and 84% of people trust online reviews as much as a personal recommendation.
6. Offer incentives.
What could you offer your prospects to entice them to buy from you? It doesn’t need to be costly – perhaps a small discount, a BOGOF, something tied to a future purchase – but it should be time limited. Deadlines help speed purchasing decisions!
7. Be quick off the mark!
Companies which contact potential customers within an hour of receiving a query are nearly seven times as likely to win that lead than those which contact the customer even just an hour later (Harvard Business Review) . Apparently, the average B2B response time is 42 hours (Hubspot) … you can do better than that! Be quick off the mark and steal a march on your competitors!
Aunt Bessie’s has worked out that its lack of conversions is because its packaging doesn’t ‘live up to expectations’, so the company is introducing new designs as soon as possible.
And once you’ve worked out what you could change, then why delay? Every day, week or month you stay doing the ‘same old, same old’ is lost opportunity and potential lost sales.
Different techniques will work for different industries, products and target markets, so it’s important to try new things and find out what works best for you… we have 100s of exciting techniques to share with you.
Want to know more? Get in touch today!
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