Convert More: Harness the power of digital channels
by Toonimo Apr 29, 2015
If you run a travel or hospitality website, you know there’s a world wide web of competition out there –and you have to have something unique that pulls people to your website and keeps them clicking. Research shows that if you don’t capture your visitor’s attention in 4 seconds or less, expect them to bounce to a competitor’s site. A bland user experience isn’t just boring for the visitor, it can be catastrophic. So how do you provide a unique customer experience that differentiates your brand and offers the right level of technological innovation across your digital channel? The answer is to add a dynamic presentation layer that engages with visitors drawing them deeper into your website. Think of these features as your virtual sales team with the ability to reach out and help people around your website the same way a reputable store does. Let’s say your site books hotel reservations.  Interactive features can welcome visitors, compare different types of rooms, make intuitive suggestions based on previous purchases, assist with bill pay and answer questions. Likewise, if your site sells airfare, interactive features can aid with flight selection, seamlessly walk customers through the check-out process, assist with order forms and onboarding, and offer add-on features like mobile notification, transportation options and restaurant reservations. These features can also literally give a human voice to your website, talking to assist your hearing impaired visitors with customizable voice and language preference. And with live chat, click to call and email access, your visitors can ask simple questions and get answers in real-time, directly on the site. No more frustration for your visitors, and no more jumping to competitors’sites. Implementing cutting edge site engagement features like these grow your business in three proven ways. 1. A boost to your bottom line: When a visitor comes to your website, you literally have seconds to capture their attention by nailing your unique selling point. These interactive features improve conversion and close more sales by helping your customers make the best buying decision. 2. Reduce your staffing costs: Imagine asking a question on a website and getting an answer almost immediately! Or inquiring about a bill or lost password and not waiting endlessly on hold for a representative. Interactive features both improve website customer service by eliminating wait times, and save your business money by reducing calls around popular phone escalation inquiries. 3. Give your customers that “feel good”experience: Interactive features provide your customers with the right information at the right time, helping them make the best decision. They also help retain customers by understanding their needs and offering tailored suggestions or assistance at key junctions in the buying cycle. This increases the chance of customers returning and recommending your site. And with the power and reach of social media, customers who shares positive feedback about your site will increase traffic. Likewise, a negative share can be enough to put you out of business. The bottom line, your customers expect more when they visit your travel and hospitality website. They want quick access to the information they need and they refuse to spend time clicking around.  A website with static pages misses a crucial opportunity to convert and retain a loyal customer. Give them the opportunity to engage, and you’ll gain loyal customers for years to come.
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How a human voice can increase your website sales
by Toonimo Apr 28, 2015
When it comes to your retail website, if you can’t capture your visitors’attention –and keep it from search to purchase –good luck growing your revenue. And on top of that, there are only so many ways that you can design a website. Standing out in a sea of competitor sites is a challenge. So how do you make sure your visitors are engaged enough to spend the time finding what they need, then following through to complete their purchase, quickly and easily? Consider adding a digital concierge to your website. It will not only capture your visitors’attention, but efficiently move them through the buying process as well, with personalized messages tailored to the user. The digital concierge is like a personal shopper, complete with a warm, human voice that helps your customers navigate through the layers of your website to find exactly what they are looking for. And the best part? Our research shows that this small addition will change the paradigm of your online customers’experience. It keeps visitors on your site more than 20% longer and potentially boosts your sales by nearly 10%. Here’s how it works. As soon as someone visits your homepage, they have the option to listen to a quick overview of your site told by a friendly, human voice. Then, as they are directed to what they are looking for, the same digital concierge explains and compares product features. This gives real life context to help your customers better understand the product, thus helping them make the best buying decision. For example, if your site sells computers, the average customer probably doesn't know the difference between levels of RAM or why they may need a certain chip speed.  Or if your site sells bicycles or exercise equipment, your customers might not understand what scenarios would require a larger tire or a why they might need a treadmill monitor that not only measures heart rate but pulse as well. The dynamic presentation layer, in the form of a friendly human voice, will explain why. And because it is customized to your site, it works on any system with any product. Once your site visitor selects a product, the same friendly voice can walk them through the check-out process by explaining things like shipping and promotions, and continue to answer any questions until the purchase is complete. So consider adding a dynamic presentation layer solution to your site as the key to helping your customer’s make better purchasing decisions and provide an overall more satisfying user experience.  You’ll not only increase sales, but also unify the customer experience across all of your marketing efforts by using the same voice as your video ad or tv commercial and add that personal touch often missing in the digital space.
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Audio Content: A Sense that Really Speaks to Your Website Audience
by Toonimo Feb 23, 2015
  Experiential marketing immerses the consumer into an experience of your product by stimulating the senses through sight, sound, feel or smell.  As opposed to a purely text-based website which the user experiences internally, a site that incorporates audio and visual components for example, engages the user’s senses, creating a stronger emotional connection to your brand. Whether we want to admit it or not, human purchasing behavior is highly influenced by emotions. Stimulating the senses enhances memory and literally creates an emotional response that increases customer retention and conversion rates. We already know that video is a tremendous attractor in marketing strategy. According to a recent Forbes survey, 75% of business executives report that they watch work-related videos on business websites at least once a week. Further, 50% watch business-related videos on YouTube and 65% of those visit the business website after viewing the video. Audio content is one of the most popular forms of multimedia engagement on website marketing. In his article on the Salesforce blog entitled, Ohad Rozen, shares why: Audio content is both useful and entertaining for your audience, but selfishly, audio files small size and compatibility makes it easy to add to ones site without compromising speed and usability. All encompassing. Audio content comes without limitations, a brand's info and product descriptions can be accessible to visually impaired users. Audio content performs as an enhancement for your products descriptions, adding more detailed information as well as interviews or testimonials. Taking a page out of the book for sites selling music, which offer previews of tracks, audio can assist other products. For example British Airways is relying on a recent study from Oxford University. They discovered that combining sound with food or drink can enhance ones flavor, called ‘Sonic Seasoning.’ The airline is debuting an in-flight playlist to enrich the taste of its dishes served in-flight. Additional valuable tips on creating the audio content:   Similarly to a video, the background noise should be payed close attention to. Without realizing it, when creating an audio file, disturbing noises can sneak their way into the recording. Make sure you have a good microphone and record in a quiet environment. Be prepared! Create a script beforehand especially when talking about your product or your online store. A well-written script assures your recording to be more professional and important details won't be omitted. Size is important — the smaller the file the better. In order to to do so, MP3files are better suited than WAV files or other types of media formats. MP3’s keep the file size to a minimum whilst maximizing compatibility.   Audio content is ideal because it is simple to create, it leaves a lasting impression on the user and is an effective tool to guide the consumer toward a positive user experience. You can control the messaging you want to promote on your website and direct the user toward certain actions. The possibilities are endless, and the impact it will have on your audience is a game changer.
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5 Ways to Enhance Your Website Customer Service
by Toonimo Feb 17, 2015
With companies like Amazon and Zappos setting the stage, online customer service expectations are more demanding than ever before. While every consumer-facing company should be looking to “wow” their customers with exceptional service, this isn’t always easy to accomplish with a website. What makes good customer service and how can you achieve that through your website? Your website will often be the first or only entry point to your business, and the experience had there - the user experience - will likely be the determining factor of whether the visitor will do or continue to do business with you. Customer service is a direct influence on conversion rate optimization. Certain aspects of good customer service are applicable both on and off-line and you can use these skills to enhance the user experience on your website and to reduce the volume of and amount of time spent on customer service inquiries. Here are 5 ways to enhance your website customer service: Be accessible:Consumers feel much more comfortable traversing the online sales funnel if they know that there is an actual person to contact when they have a question. At the very least a toll-free phone number or email should be present, but a live chat feature is even more convenient for instant answers. Need more convincing? Check out these stats: 83% of consumers require some degree of customer support while making a purchase online - eConsultancy 45% of customers will abandon an online transaction if their questions or concerns are not addressed quickly.  -Forrester Be transparent: Hidden costs, exorbitant shipping charges and fine print exclusions are huge stumbling blocks to sales conversions. Buyers want to know everything upfront - the costs, the conditions, return policies - the whole truth about what you are selling them. All the important points of the transaction should be relayed clearly and simply to customers. Surprises and miscommunication lead to the breakdown of trust and ultimately cart abandonment.  Remove barriers to trust by being forthcoming with information and finding ways to show customers you care and understand their needs. 70% of buying experiences are influenced by how the customer feels they’re being treated. -McKinsey Be helpful: Impress your site visitors by providing them with the answers to their questions before they need to look for them. Know your audience, the questions, concerns and issues they may have and offer the solutions clearly and directly. An FAQ (frequently asked questions) page is helpful but taking it one step further and offering help along the way through user guidance makes an even better impression and will keep your visitors moving along the sales process. Online guidance, pop-up tips or other interactive features would work well here. On-page personalized assistance, such as that provided by Toonimo, is proven to encourage self-service and reduce customer service costs. Be encouraging - Many of your potential customers may not be tech-savvy and will easily be scared off once they find it difficult to navigate your site, compare products or find what they are looking for. Using positive language, presenting special offers and providing personalized online guidance whenever possible, will promote a positive experience where the users feel good about themselves. Happy customers leads to more spending and increased customer loyalty. Be knowledgeable- While the customer will initially be brought to your site by an interest in your product, it is the information they find that will keep them there. Know what your competition offers and show the customer what is unique about your product. Scale down your copy to focus on the main points of interest that you know customers want to know.  Be informative but speak in a language that is accessible and easy to understand. If possible, include intuitive elements on your site that will help direct customers to relevant solutions and products. Again, in this day and age, customers expect a certain level of customer support, while they are shopping online.  Keeping users informed, confident, moving forward and most of all happy is the key to current and future sales. According to Parature, it takes 12 positive customer experiences to make up for 1 negative one.   Here is a link to a slideshare of other fascinating customer service stats: 18 Game-Changing Customer Service Stats from Salesforce  
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3 Conversion Rate Optimization Tips
by Toonimo Feb 15, 2015
  Conversion rate optimization (CRO) is key to increasing the ROI of your website. If you have a lot of visitors to your site but a low conversion rate, it is time to seriously assess your site and take some steps to increase your CRO. Onsite conversion is based on a number of factors including the overall quality of the user experience and onsite engagement which can be measured by the time users spend on site, the number of pages visited and the bounce rate. If you are experiencing a low conversion rate, the first step is to take a look at your site analytics to see where you are succeeding and what areas need to be improved.   Here are 3 conversion rate optimization tips to get you started: (more…)
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4 Ways to Combat Cart Abandonment
by Toonimo Feb 12, 2015
  The latest statistics on cart abandonment show a shocking 68.07% average.  This makes shopping cart abandonment a real and growing problem for ecommerce businesses. Check out Baymard Institute’s 29 Cart Abandonment Rate Statistics for 2014 for more details about the studies done. While these numbers are staggering, online retailers can reduce the rate of abandonment and increase conversions by guiding the user through a streamlined checkout process and eliminating common causes for cart abandonment. According to Avangate, the top four reasons consumers abandon shopping carts are the following: Impatience: In a world of instant gratification where everyone is mobile and on the run, users have very little patience for slow or time-consuming websites. Add in extra forms to fill in or a slow loading page and they are outta there. Confusion: The second it becomes unclear how to complete the purchase or sudden and unexpected costs come up, your shoppers will jump ship. Online shoppers want their experience to be clear, easy and transparent or they will quickly lose patience. Caution: Privacy and theft are considerable fears for most web shoppers who tend to be extremely cautious about disclosing personal information and credit card details. Suspicions may arise if you request too much information. Indecision: Some shoppers just have a hard time deciding, while others are truly shopping around to find the best prices and deals. Some of these individuals may return to their carts to make the purchase after the decision or research processes have been completed if they decide you have what they want for the right price. Now the good news is, if a shopper has filled up a cart on your website, she is interested in your brand.  Knowing the common reasons that shoppers don’t follow through, your job is to help the buyer complete the process and convert that to a sale. Here are ways to combat the 4 reasons for cart abandonment noted above: Improve the user experience.  In addition to a fast loading and easy to navigate design, you want to streamline the purchasing process. Include graphic indicators to show the user how many more steps are in the process and focus on movement. Avoid any unnecessary forms or pop up ads that distract and interrupt the purchase flow and use bright colors and clear calls to action so the user can quickly and easily move from one step to the next. In addition to clear and straightforward navigation, be upfront about prices including shipping and handling fees, making tax and shipping information available from the start. Let shoppers easily navigate forward and back through the site and don’t make them wait until the checkout page to show the final price of the items they want to purchase. According to a survey conducted by WebCredible, about 41% of customers abandon their carts because hidden fees crop up as they are checking out and 44% abandon their carts because of high shipping rates. Offer a number of payment options and don’t make it a requirement to register in order to make a purchase. You can however present a form that suggests registration as a way to hold on to the items in the shopping cart so you can follow up by email if they cart is abandoned. According to Listrak, emails sent three hours after a consumer abandons a cart average a 40% open rate and a 20% click-through rate. Offer exclusive deals and coupons (especially on shipping) to incentivize shoppers to pick your site over the competition. Give plenty of information about your products and offer live support to answer any questions that will help them find what they are looking for and assure them they are making a good choice. Create a guided experience to keep users engaged and on target as they proceed through your site.  To achieve this, consider a personalized walk-through system, which guides users through your site delivering personalized messages based on their behavior. Such onsite guidance systems are proven to increase conversion rates and reduce cart abandonment. We’ve said it before -conversions all boil down to the quality of the user experience. If your site presents a neat and easy to navigate layout, establishes trust, offers a great deal and a engages the user, you are bound to have less cart abandonment and more happy customers.
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