WHAT ARE YOUR VISITORS DOING?
When communicating with visitors on your website, it is paramount that you find the right time to communicate the right messages. Keep in mind that one bad experience can deter many visitors from ever coming back to your website.
We recommend using browsing behavior data in determining when certain information or offers should be presented. Where a visitor is in their customer journey, and which messages therefore are relevant, can often be determined based on small clues from how they are behaving on your website.
Sometimes we can make an up-sale by offering free delivery at that very specific point when the basket is appropriately filled. In other cases, something completely different is relevant to the visitor. And remember, it is hardly ever a good idea to “intervene” with new information when the visitor is fully engaged in scrolling or clicking.
So what is the golden standard for presenting free delivery, newsletter sign-up, or product recommendations? The answer is, of course, that a golden standard doesn’t exist.
Just as important as it is to choose who should be exposed to a certain help or information on your website, it is important to pick the right trigger.
What works best is affected by your line of business, the product category, your brand etc. Let’s list a few examples of what can be set as the behavioral trigger.
// Time spent on a single page or the entire site
// Level of actvity on the site
// Number of page views
// Number of items in the basket
// Total price of the items in the basket
// Product categories in the basket
// Visits on specific pages
Coming up with ideas for testing different triggers is as important as it is easy. It is equally important, but slightly more complex, to examine what should hold back a message or offer.
As mentioned above, it is rarely a good idea to push messages to visitors who are currently interacting with your website. However, there can be exceptions, such as a visitor indicating that they are in need of guidance. This often happens when working with advanced products like insurance, banking, and unions.
GET THE RIGHT HELP
Exactly when we should interfere with the customer journey is, of course, affected by the situation.
A webshop with an average order value of 10 EUR won’t gain much from offering free shipping on purchases of at least 70 EUR. But if the average customer is spending 50 EUR, free shipping at a minimum purchase of 70 EUR just might put an extra t-shirt in the basket.
If you are not able to use discounts – as free delivery essentially is – plenty of other tools can be used to give customers a gentle push on their journey.
We had a partnership with a wine distributor where we activated delivery time as a motivation to complete a purchase. It turned out to have significant influence on the buyer decision process:
“If you order before 2 pm the products will be delivered by tomorrow!”
With a rental services client, we presented relevant information to those who opted out of insurance:
“See the risks involved with removing insurance.”
We also see examples of customers from different countries reacting differently to various recommendations. In Germany, for instance, it has greater value presenting the most popular products here and now than proposing product recommendations based on look-a-like buyers.