Social media is a huge driver for customers and sales, right? Of course it is. But mastering the art of satisfying customers and keeping them on your site is not such a simple thing. Research indicates something like 97% of consumers value immediacy. Makes sense—no one has time to waste these days.
So when they click on a retailer’s social post about Fourth of July supplies and the landing page only shows them ornate flag and sparkler centerpieces, they bounce—they’d been hoping for some variety and maybe some ideas for their specific event and they didn’t get that. Similarly, when they click on a Facebook post touting “go with everything” neutral living accessories and the landing page is a variety of armchairs, lamps, and rugs in neutral colors, they’re overwhelmed with a sheer number of products to wade through. And again, they bounce.
With a bounce rate at about 35%, it’s a real issue for e-commerce businesses trying to get the most bang for their social media dollars.
So, where’s the sweet spot? That landing page that’s not so niche as to only offer centerpieces, but not so overwhelming as to offer everything that comes in beige, tan, and light brown?
It’s different for every e-tailer, but thinking beyond a simple landing page of products is a good place to start. Consumers value immediacy, and they love interactivity. So give it to them!
Let’s go back to the “go with everything” living room accessories example. What if instead of a page full of products, the customer encounters a short quiz about their style and what they’re looking for? Three easy-peasy questions that filtered those hundred or so neutral accessories would certainly have made the results more tailored and more interesting to the individual. Keeping consumers engaged goes a long way in keeping them on your site, and in getting them to follow-through and make a purchase.
Thinking through your strategy, the key to the sweet spot is to eliminate that moment when your customer is overwhelmed with either too many or too few choices, and simply clicks away. Creating a post-click engagement strategy pays off with interested and engaged customers. And the stats bear it out: engaged customers are four times more likely to appreciate it when a brand reaches out to them, and seven times more likely to respond to that brand’s promotional offers.
Think beyond that simple post-click, static landing page and figure out how to personalize. Ask questions, give options, be creative. Your customers will thank you and so will your bottom line.