In this day and age, furniture websites have basically become showrooms. And the purpose of any website should be getting visitors to actively engage with your brand. Far too often, we’re actually doing the opposite. The more time consumers spend on your website, the more likely they are to buy from your furniture store.
Personalizing websites turns more visitors into showroom sales. By making your website interactive, you’re incentivizing consumers to hand over their information for something of value in return. You’re not having them fill out a static form, only to make them wait for 12 hours for a sales representative to call.
People today expect immediate satisfaction. While your sales people can’t be online 24/7, there are some ways to increase customer engagement. Here’s how to engage your furniture customers through customer interactivity:
Create Calls to Action that Drives Furniture Customer Engagement
Do you have Calls to Action (CTAs) on your website that pique a visitor’s curiosity? Do they create a fun experience or reward the visitor? CTAs should entice and encourage someone to click. That’s their entire purpose!
An example CTA that engages the visitor might be an assessment style quiz that asks the visitor: Which sofa is right for you? A series of questions in the interactive experience then provide the visitor with a sofa match and possibly an offer or discount.
If a CTA isn’t helping an online visitor to save time in-store or giving them the ability to learn more, it reduces the likelihood that they’ll engage with your website.
You would never tell a visitor in your showroom to come find you if they need something, would you? Not at all! Instead you’re with them every step of the way, in the hopes they purchase furniture from your store.
Here are the three most common CTAs include banners, buttons and sidebars:
An interactive “Scratch and Save to Find Your Savings” banner near the top of your website will drive more furniture customer engagement than a boring promotion banner that says “Save 20% Now through Sunday (use promo code SAVE20).”
A sidebar that sits on the edge of your website will grab the attention of your visitors — especially if the wording or photos on your banner are interactive. Sidebars are always visible as a person scrolls up and down the page, encouraging customer engagement on both the web and mobile.
The purpose of your website is to get consumers to engage and learn more — and people are naturally curious about pricing and special discounts. Buttons encourage this engagement and can include language, such as “Check for Offer” or “Instant Deal Check.”
Once shoppers click on the CTAs above, the experience shouldn’t end on a static lead form. Instead, the CTA should take them to an interactive experience that entices visitors to engage with a furniture retailer’s website.
Not only does this help fulfill the shopper’s need to get “something desired” instantly, but it keeps them on your site longer. Consumers today expect full website personalization.
Use Interactive Experiences that Entice Furniture Consumer Engagement
After clicking on a CTA, your website’s interactive experiences should encourage visitors to take the next steps in their shopping journey. When comparing it to the showroom, your approach should reflect the same tone, appearance and friendliness of your furniture sales staff. The goal in both situations is to increase consumer engagement.
The look of your furniture interactive experience is compelling enough to capture a visitor’s attention. Just be sure to not make it too different than your brand. It needs to be cohesive.
Furniture retailers can capture their shoppers’ attention by leveraging curiosity. By asking questions and engaging visitors, knowing they’ll get a result, you’re keeping their attention span.
Results of an experience can include a chance to win, an offer, assessment results — such as the best mattress fit, or encourage a VIP in-store meeting with a consultant.
Before the shopper receives the result or offer, your interactive experience should ask the visitor for a little information about themselves. They shouldn’t, however, feel like they’re filling out a static form. When you make the process enjoyable, the consumer shares information as they proceed throughout the experience.
By putting the shopper in control (asking them one-click answers versus typing in blank fields), you’re increasing the chances of a consumer engaging with your website.
FATWIN results show 92 percent of consumers that make it past the first page of an interactive experience also go on to complete the rest of the experience. In return, this creates valuable data that your sales team can use to help close a sale.
“Just like your sales team would do in the showroom, your furniture site should offer recommendations on next best steps.”
Just remember: The experiences on your website shouldn’t end when a consumer receives the results of their assessment or receives their off. Just like your sales team would do in the showroom, your furniture site should offer recommendations on next best steps.
Instead, you can end an interactive experience by asking the consumer if they’d like to schedule a VIP appointment, fill out a credit application to save time in store, or show them specific furniture examples that fit their assessment.
Furniture retailers who aren’t sure where to start, can try web engagement software, talk to their website provider or hire freelance consultants. Some apps can also provide some basic interactive content.
Consumers have come to expect a personalized experience online. By keeping consumers engaged online, you can turn those visitors into showroom buyers.