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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How User Guidance Can Rev Up Your Sales Funnel
by Toonimo Feb 11, 2015
  A sales funnel as it applies to your website is the process you want your users to experience as they go from being a prospect at the top of the funnel, to a lead, to a customer (taking action) at the bottom of the funnel. Leave a user to his own devices on your website and you will likely have a “leaky” funnel - losing prospects along the way. You want to guide users through your website to keep them engaged and focus their attention on your calls to action. To do so, you need your messaging to be directed to keep their interest along the way.  A user guidance system does just this.   The Oil Funnel Analogy Think of the user guidance system in terms of an oil funnel. The funnel’s purpose is to make the process of getting the oil into your car easy and clean. You want ALL of the oil to go into the engine without it spilling and leaking.  Likewise, an effective user guidance system directs your users to the desired destination in a clean and easy fashion.   It’s All About AIDA The sales funnel concept is based on a classic marketing model which uses the acronym AIDA: A: Attention or awareness -  attract the attention of the customer I:  Interest - peak the customer interest so they want to learn more D: Desire - convince the customer that the product or service you offer will satisfy their needs A: Action- lead the customer toward taking the desired action (purchase, call, sign up etc.)   An onsite guidance system is built with intuitive interface that responds to the users’ behavior.  The user’s actions on the site will trigger targeted content to be delivered to promote each of the above stages and lead the user down the sales funnel toward the desired action. This guided experience creates more onsite engagement, reducing site and cart abandonment and increasing conversion rates.   Questions to Build Your Sales Funnel TechWyse put out a great post about building a sales funnel on your website, outlining the main questions you need to answer:   Who is your perfect website visitor? What product or service is most conducive to attracting their business? What imagery, and call to action can you place in the top banner to persuade the visitor to learn more? Once on the sales page what offer can you make to persuade them to complete the goal of the sales funnel? What further information can you offer the visitor once they have clicked through to your ‘sales page’? How do you want the visitor to contact you?   User Guidance will Supercharge your Sales Funnel A user guidance system basically takes the sales funnel you create from answering these questions to the next level. Unlike a static website, the customized response and onsite guidance directs the user more like a person-to-person experience would. Now you have a personalized sales experience, based on input from the user, which results in significantly fewer funnel leaks and more conversions. Remember, the goal is to keep users on your site.  With each additional moment spent and page viewed the chances of conversion increase exponentially. User guidance directs the user based on intuitive clues to what he wants and needs, giving you the opportunity to direct your message and guide him smoothly from attention, to interest, to desire and ultimately to action! ...
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5 Great Tips on Writing Content that will Convert
by Toonimo Jan 26, 2015
In this post we've compiled 6 of our favorite tips to improve content writing to focus on conversions. After all, that's the focus of any onsite business. These effective tips are sure to boost conversion rates for any site. One Audience Imagine for a moment that the customer was sitting directly across from the top salesman in a coffee shop. If the customer was sitting there, the discussion would focus on their needs, not the companies great product. Right?!  Every company has a uniquely engaging powerful story to tell.  Forget about all of the value proposition and unique selling points of a company.  Forget about what the site offers and shift the focus to the customer. What do they want? What are their pain points?  Reaching current customers and asking for their input on what content they would respond to is the ideal.  While every company should know what their target audience wants, it's more about understanding why the customer wants a specific product or a specific piece of content.  Great Story As we mentioned, every company has a unique story. The art of storytelling that focuses on benefits is the key to any good content writing and marketing campaign.  Define the story of a product, the company. Why should a customer care about the story or the company?  Identify the key points that are unique. Every company has them. They need to be distilled and refined. Once they've been identified, the rest is infusing the content with life and passion.  Focus on the amazing way in which customers have used a specific product. Every industry has competitors, that's a fact. But every company has a unique customer story that highlights the value in a way that no other competitor can.  Once the story comes to life, add that to the About Us section on the site. Why? Because this gives the company a chance to concisely share their unique story to their audience. Once its there, expanding and creating rich content that resonates with that unique story is easy.  Test, Test, Repeat Yes, everything about online marketing involves testing. It's the only way to focus and ensure that the conversion funnel is functioning at the optimal level. With writing comes testing. So any piece of content from headlines to blog posts to landing pages should be tested, constantly. If time is of the essence, then fine the testing to produce only the most fundamental metrics. There are many metrics that companies test for conversions, but keep the testing cycle down to the most important ones.  Here are our top 5 metrics Monthly Recurring Revenue Churn Cost Per Acquisition Average Revenue Per Customer Lifetime Value Customer Proof/ Testimonials Social proof is powerful. It's the driving force behind customer decision making. According to recent studies, nearly 90% of customers use online reviews and customer sites to influence their purchase decisions.  Think about it. Before customers shop online, they look at Amazon for reviews and then either buy it on a cheaper site or go into the store. Each company has social proof. It can be a newspaper article, a product review from an influencer, a blog post, or a satisfied customer. Whatever it is, flaunt it. Every company should be leveraging customer testimonials to not only add social proof but also to add value to the brand story. Reciprocity Unlike classic marketing, online marketing guides and adds value to customers before making the sale. Free, value-driven content is often the focus of any marketing strategy. Once the company has engaged with the customer and gained their trust, will a sale actually be made. Conversions in the online world take time but they are effective. What knowledge and value driven content is the company providing its potential customers? Is there any information that can be produced to position the company as an industry leader?  Are any efforts being made to engage, communicate and extend the relationship with existing customers? What content is being produced or benefits being offered to encourage repeat conversions?  Retention rates should increase once this type of reciprocity focused content is integrated into the marketing efforts.  These are our favorite content writing tips that can help any company convert more customers. ...
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Changing E-Commerce Conversion Funnels with Simple Statistics
by Toonimo Jan 21, 2015
In the world of e-commerce, every brand works extremely hard to improve conversion rates. The best efforts conversion rate optimization focuses on split testing and refining engagement strategies. You want better conversion rates. According to the most recent VMO ecommerce survey, statistics are indicating that 5 major conversion require attention and improvement across the e-commerce industry. Changing these onsite marketing and engagement tactics will yield better conversion rates and an overall positive shift in revenue. Based on these statistics, here's how to increase the conversion rates of any e-commerce business. (more…)...
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Customer Service for E-Commerce Site: What It’s All About?
by Toonimo Jan 20, 2015
  In the world of e-commerce and online businesses, a brand must maintain stellar customer service at all times. While the larger brands can rely on strong customer service departments, the leaner e-commerce sites have to work exceptionally hard to prove their value at all times. Maintaining a high standard of customer service enables a company to gain trust and credibility among their potential customers. As the level of customer service increases, so does the credibility of the overall brand.  We recently came across an great infographic that describes 7 great ways to provide amazing customer service in the e-commerce industry. Rather than elaborate on all 7 points that are so poignantly laid out below, we are going to focus on two points that we've found to be particularly important in engaging and converting customers. Online Engagement As the infographic states below, many customers visit a site before completing a purchase. They explore the site to gain trust with the brand and to ensure its legitimacy. We've found that once on the site, if a customer is engaged and interacts with the site in a meaningful way then the likelihood of conversion increases significantly. The engagement can be in the form of an online chat feature or a virtual agent that responds to consumer behaviors. In either case, the focus is to keep customers on the site and increase their interest in a product or in the overall company. Delivering an Impressive and Responsive Experience Customers today are searching for online businesses that can deliver excellent customer service at all points of the purchase (before, during and after). The e-commerce site should always focus on continuously surpassing any customer expectations. The responsive nature of the site and the valuable information that the content or any onsite engagement tool provides can determine the level of conversions and long term relationships.     Click to Enlarge Image Success Center— Brought To You By Desk.com This great infographic describes some great ways for any e-commerce site can quickly increase its customer service efforts. Together with excellent onsite engagement tools that provide interesting ways for a customer to interact with a brand, customer service may very well be the most significant conversion tool available. ...
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Post-Conversion Tips to Increase Long Term Customer Value
by Toonimo Jan 14, 2015
Many marketers spend significant time on acquiring new customers, while almost ignoring the tremendous impact of retaining customers and investing in the long term value of ongoing, post-conversion engagement. Savvy marketing teams understand that the the acquisition and retention of a customer are linked and is a job that requires finesse and can't be relegated to customer support.  Generating leads is the initial step to growing a business but laying a solid foundation to create an ongoing relationship with customers will generate significantly more profit over time.  Marketers should be looking long conversion strategy and should always identify the customer lifetime value (CLV). Improving CLV means optimizing existing conversion funnels and systems to ensure that the customer is always placed at the center of the equation.  Once a conversion is secured, the company's job is not over. In fact, it is just the beginning and we'd like to offer some of our favorite post-conversion strategies to increase CLV.  Why is post-conversion so important? Remember customers have invested their time and money to purchase a product on a specific site. Once they buy on a site, they are more likely to return and convert again.  With all this talk on post-conversion, here are a few effective post-conversion tips that are easy to integrate and can increase the long term relationship with every converting customer. Customer Service is the Focus Improving customer loyalty boils down to fulfilling, and hopefully, surpassing customer expectations at all times. No company, regardless of how amazing the product may be, will succeed in attracting loyal customers and brand advocates if they're treated as if they are not valued.  How can customer service be improved? This question is filled with a bastion of options.  Amazing customer service is rare. Identify the companies, like Zappos, that are famous for providing superior customer value. What qualities from their customer value system can be replicated? Anything that shows that a company is focused on constantly improving customer value, will positively influence the long term relationship with the customer. Surpass Expectations and Surprise Immediately after purchasing a product, regardless of size, customers always feel a sense of uncertainty about the potential of finding a better deal somewhere else. It is as this moment of ambiguity that companies should respond to by exceeding expectations.  What added value can be offered to a customer that has just completed a purchase on the site? Is there an awesome surprise that can considered? Perhaps this is the ideal opportunity to maximize customer engagement by encouraging them to market and push the product to their social network. Integrating a post-conversion customer centered marketing campaign can increase a company's CLV while reducing overall costs of acquisition.  Automate the Customer Experience Automation and post-conversion marketing sound like opposites. Actually, when combined correctly, the two can create a truly personalized marketing experience extremely simple.  Why? As a company creates more personalized content to their customers, the likelihood of repeat conversions increases exponentially.  Integrating a automated campaign can be as simple as designing a flowchart that identifies customer needs throughout a specific time frame. Like the baby business, who continuously automates the content to parents to fit the age and development of the child.  As a business, cultivating customers is critical to the long term success, and growth, of the business. Once acquired, customers should sense their value throughout the conversion process. Identifying post-conversion engagement opportunities will dramatically improve the lifetime value of any customer. ...
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