Diversity in the Workplace
Companies spend hundreds of millions of dollars every year on marketing, advertising, web and app development and a whole lot more, just for a single purpose i.e. to increase sales as much as they can. Everything done by a business revolves around getting as many customers to buy from them as they can. Every ploy, every single strategy is there to improve the customer’s experience and pique its interest. But even then, not every person who interacts with a business’s strategies and ads becomes its customer. These “LOST CUSTOMERS” are where effort is lost and revenue stops rising above a certain point.
A lot of brands believe that just by increasing their spending on something, let’s say Pay Per Click or SEO, they can increase their sales figures as well. There might be some increase in your sales figures but you won’t witness a major upheaval anytime soon. For that to happen, you need to understand where potential customers are lost and how can you stand to change that from happening.
Just fathom this, out of the total population of people using the internet in 2017, 11% of them now use ad blockers. That’s billions of dollars in revenue lost each year and the “lost customer” populace just keeps on growing each year. To understand it is to reverse this trend and it has become increasingly important for businesses to do so in order to get the maximum amount of conversions from their efforts.
Make your impressions more valuable:
As brands get enticed by the quantity and not the quality of the ads most of the time, visitors that come to the site feel bombarded with ads sprayed all over the place, making the website look annoying no matter how great the design and development is. That’s also the problem with Call to Actions or CTAs. Placing too much of them on your website and your visitor starts getting irritated.
Clicking on ads might get you more traffic, but there is a big difference between traffic and qualified traffic. Ad clicks or Impressions, as they are more generally called, are of no benefit to the business if they fail to bring someone who is either genuinely interested in buying what you are trying to sell or gathered some sort of interest after looking at your ad.
A lot of genuine customers get annoyed with overt advertising and 68% of them share the same opinion. That’s more than half of potential customers lost. The remaining people can only bring in so much so sales.
Take care of what you place in your ads and where do you place them as both of these factors highly determine the level of interest or annoyance of the customer. Never make the consumer feel that your ad is coming in the way of them and obscuring their experience. Advertising strategies shouldn’t only focus on the budgets and designs but also on the placement and coherence with the rest of interface, to make the customer not feel annoyed with it. You should immediately stop shelling out money to buy impressions and not target conversions.
Reduce the customer’s effort as much as possible:
A customer comes to an online business for convenience in buying and if it isn’t finding it there, be assured that it will leave without a trace and never come back. Asking clients to fill out multiple details manually, make an account, scroll down too much to see details are all factors that make the user annoyed by asking it to put in unnecessary effort. You can spend as much as you can on making those products look great on your website but these small details will make all that effort turn futile.
If you want to see a small sign of this happening, just see the difference on how much traffic is coming to your site and compare it to the conversions. The gap will clarify what is being said here.
You might think that you can resolve that with a bit of tweaking here and there by yourself, but getting an expert on board will allow you to get into greater details and know exactly where the bounce off actually takes place so that you can change the aspects that cause the problem. Once a visitor is there on your website, you need to create a funnel that is strong enough to hold the visitor inside and carry it over towards a conversion. Any weak link in that funnel will increase lost customers, whether you know it or not.
We pay for ads and ads pay for us and the cycle continues. The domain of lost customers has a lot of untapped potentials to increase sales or rather regain what should have been already there. It’s all down to brands on whether they let it go or make an attempt to bring them back so that they can experience a substantial increase in sales figures or be okay with just minor spikes on the sales chart as per conventional norms.