This year at Dx3 2016, Mediative showcased ways for brands and retailers to optimize sales and incite purchases by conducting a study on how customers research products in-store and online using eye-tracking glasses.
The team at the Mediatve Lab use research like the Dx3 Brain Lab tests to improve conversions for brands of all types. Here are 8 Conversion Hacks for Retailers that anyone can apply to their in-store experience to benefit sales.
- SEO is your friend
A brand’s site structure is imperative to it being viewed effectively by online shoppers.
Strong organization of product and features pages also helps people research a product in-store. Build out product pages to include specific unit-models — this way when someone is looking for product specifics they will find your brand’s site as opposed to a review or a competitor. This will increase the number of pages and the amount of content on your website and will benefit your search engine relevancy.
- Big font leads to big returns
When the font is too small people look elsewhere.
On in-store specification sheets ensure that the information provided is legible — even for those with visual impairment. This isn’t just good for business. It can help brands align with disability and access standards such as Ontario’s Accessibility for Ontarians with Disabilities Act (AODA). Imagine a flat-screen TV, wall-mounted, and consider what information is visible on its spec-sheet from 10, 5, and 1, foot away. From 10-feet away the product name, model and category features should be visible, from 5-feet, include bulleted details on the model itself and from 1-foot, any fine details on things like a stock warranty. By staggering the information as someone draws closer to the TV they illustrate deeper interest.
- Advertise and retarget
While customers are researching your brand in-store, they will very often search your brand’s website-but often it is not the only site visited.
By researching the in-store product vetting habits of your customers you can identify sites where you can target ads to shoppers who have a high likelihood to purchase. For online sales that don’t convert, deploy ad retargeting for those who’ve abandoned their cart or left the site without make a purchase.
- QR codes need landing pages if you use them at all
Few customers use QR codes – they are much more likely to visit a brand’s site directly or search for a product on a search engine or review site.
Even so, if you decide to use a QR code, make sure it leads to a product specific page that is mobile optimized. Follow best practices by including a call-to-action and a click-through action that leads directly into the sales funnel or a purchase itself.
- Feel and try beats show and tell
One of the most powerful motivators to induce a purchase is to allow people to try and experience a product.
That’s why test-drives are so important to the automobile industry. In your store, create a welcoming and exciting environment around the product experience. Wherever possible, make the experience tactile and enjoyable.
- Train your sales team
A sales associate who can answer questions confidently and provide excellent service should not be underestimated.
The insights that an earnest associate can provide can direct customers to products that fit their needs and increase the size of a transaction.
- Bring the online experience in-store
Customers will visit stores to test out a product or gauge its size in-real-life, only to leave the store and purchase it online looking for a deal.
Keep your customers in-store by providing a flawless experience. Give them full access to the Internet with strong WiFi, or at a terminal where reviews and rating can be viewed easily. A product’s third party referral can make your sales associates’ job easier. Maybe the product has been reviewed by a popular YouTube guru, and if so, consider including this content as part of in-store experience and that way the customers go full-circle and buy now.
- Hyper-local offers and advertising
With advances in the Internet of Things and location data provided
More than half of the customers in Mediative’s study accessed the Internet while conducting research. An offer that is the right message at the right time will push for a purchase today. Consider including signage asking people to check-in at your business location for a daily-deal or promotion, or, make your store so attractive that people want to share images socially about the experience. Once you’ve determined someone is in the store, an offer can be made through social automation or geo-fencing.