How to Nurture Online Furniture Shoppers Using Digital Data

How to Nurture Online Furniture Shoppers Using Digital Data

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521226682387{padding-top: 25px !important;padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]You’ve set your furniture store’s website up for success, taking all the right steps to put an online digital strategy in place to engage your online furniture shoppers. Now it’s time to take that inquiry data you captured from your interactive experiences online and nurture those visitors who are shopping for furniture on your website.

 

Whether you work with an external marketing team or plan to do it yourself, you can use the data you’ve captured about online furniture visitors through interactive experiences to your advantage.

 

It’s simple to create email nurturing plans for the different customers, whether they’re just starting their research on what sofa to buy or whether they’re interested in buying a mattress in the next week.

 

Interactive experiences not only help your potential customers narrow their choices, but furniture retailers receive A LOT of good information that can help them turn online furniture shoppers into a showroom visitor, and ultimately a sale.

 

With an interactive experience, you not only have captured an online visitor’s name and contact information but additional details such as:

 

  • The visitor’s design style
  • The specific type of sofa, mattress or dining room table they’re interested in buying
  • When they’re planning to make that purchase
  • Whether they plan to finance or pay in full
  • How they prefer to be contacted
  • Whether they want to set up a design consultation
  • If they’re interested in an offer or already have received a special offer
  • And more

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Email Nurturing Plans to Engage Online Furniture Shoppers

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Email nurturing plans are a great way to continue to stay on top of mind. Furniture retailers spend a lot of money to advertise their business, but email marketing can be an inexpensive way to keep those online furniture shoppers engaged with you, especially because you know they are in the market to buy.

 

Once you’ve captured the data, you can determine what email nurturing cadence that potential buyer should receive.

 

Take a look at the type of data that can be captured from an online furniture assessment interactive experience, along with an example email that can be sent to the online furniture shopper using that data:

 


 

CRM Lead Date Captured from a Mattress Assessment with PERQ’s software:
First Name: Jenn
Last Name: Smith
Email: Jenn@gmail.com
Phone: 555-555-5555
What mattress firmness do you prefer? Soft
Why are you shopping for a new mattress? Mattress is old
Do you get hot while sleeping? Yes
How deep do you sleep? Light
What position do you sleep in? Varies
When it comes to price, what do you prefer? Cheapest
How soon do you want to purchase? Next 2 weeks
Mattress Result: Innerspring

 


 

Now here’s an example email sales script based off that data:

 

Hi Jenn,


This is _________ with ABC Furniture. I saw that you had an opportunity to visit our website and take our mattress assessment.


Are there any questions I can answer about your innerspring result or your interaction with our company so far?


You mentioned you were wanting to purchase a mattress in the next 2 weeks.


We work with other consumers like you who are in the need of a mattress rather quickly and for a reasonable price. They’re often researching online, just like you were, and trying to figure out where and what to purchase.


Most of our online shoppers that have an interest in purchasing a mattress soon are also interested in an in-store appointment with one of our mattress experts to have an easy, quick in-store experience. It’s a great time to use your special offer from the quiz as well.


Do you have time toward the end of next week? You can schedule an appointment with us by clicking here.


Thanks and we look forward to meeting you to find you the perfect mattress.


Your contact info

 


 

Email once the online furniture shopper schedules an appointment:

 

Hi Jessica,


You’ll be meeting with [Sales Consultant Name] for your in-store appointment to help you find the best mattress.


I will send you a follow-up calendar invite confirming the date and time for your mattress consultation. I’ll look for the acceptance of the invite, to make sure that time still works for you.

 

We look forward to helping you!


Your contact info

 


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3 Challenges Automotive Digital Marketing Agencies Help Dealers Tackle

3 Challenges Automotive Digital Marketing Agencies Help Dealers Tackle

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521224734716{padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]As the digital market continues to change, so do consumers shopping habits. Automotive digital marketing agencies are helping dealerships face these common industry challenges from analyzing regional data to finding the best online solutions to capture more leads.

 

Along with the day-to-day challenges of minimizing sales team turnover and handling customer service issues, dealerships are faced with the challenging task of getting consumers through the doors.

 

Many dealerships hire automotive digital marketing agencies to come along for the ride — helping to identify the key components of a strategy to land a steady stream of business.

 

We identified the three major challenges dealerships and automotive digital marketing agencies are up against.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237423302{padding-top: 25px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531404952220{padding-bottom: 25px !important;}”]

Challenge 1: Consumer car buying priorities have changed

[/vc_column_text][vc_column_text]With high inventory and slowing sales, manufacturers like General Motors and Ford recently cut back on production. Numerous reasons are behind the overall decline in vehicle purchases, but the vast majority are simply related to changes in consumer buying. New priorities have emerged.

 

Most automotive digital marketing agencies are analyzing consumer data nationally and regionally on behalf of their clients to assess how those priorities are shifting. Consumers’ car buying behaviors may vary greatly, based on their geographical location, income, age and other factors.

 

Your used car inventory also could be moving slow because teenagers are slow about getting their driver’s licenses. According to University of Michigan’s Monitoring the Future survey, 71.5 percent in 2015 of high school seniors had a driver’s license. That’s a record low and down from 85.3 percent in 1996.

 

But there are other gaps that you could be missing out on. Electric cars, for example, have been accelerating in sales. How many have you moved off your lot? Are you even offering them?

 

According to the International Energy Agency, the market grew 60 percent in 2016, with consumers putting 2 million of them on the road.

 

Electric cars could be a significant factor if you live in a region that places a high priority on minimizing the area’s digital footprint. Again, data analysis for your selling region will provide the clues your digital marketing agency needs to guide you toward the best marketing strategy.

 

By gaining customer insights through search behavior, an automotive digital marketing agency can help you capture sales based on the top consumer interests.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531405223522{padding-bottom: 25px !important;}”]

Challenge 2: Car buyers have changed the way they shop for vehicles

[/vc_column_text][vc_column_text]Many of the challenges that automobile digital marketing agencies are stepping in to solve can be traced directly to the Internet, says Melissa McCown of Brainstorms, a marketing firm based in Texas. Unlike previous years, in which marketing in print or broadcast was fairly straightforward, dealerships must consider a more comprehensive digital strategy to generate qualified leads.

 

“Changing technology has led to changes in how people are buying cars,” says McCown, a marketing consultant. “The Internet is always evolving. Our job is to come up with the latest solutions and most effective strategies for connecting with consumers.”

 

“Changing technology has led to changes in how people are buying cars.”

— Melissa McCown, Brainstorms

 

With guidance from the right agency, McCown says, an auto dealership should be able to develop a customized marketing solution that takes into account how potential consumers search the Internet for a new vehicle. That solution should feature numerous pieces that work cohesively together and personalize the online experience for shoppers.

 

Not only that, dealerships should be able to get evidence of an ROI based on their marketing investment. “A dealership should be able to determine if they are closing the business that’s coming from leads generated from the Internet,” McCown says. “That’s how you can tell if the marketing is effective.”

 

Working with an agency also can give the dealership the leverage it needs to reach consumers effectively. “Dealerships often are too busy on a day-to-day basis to try to keep up with all the moving parts of a marketing strategy,” McCown says. “An agency can provide the extra eyes and ears to make sure things aren’t falling through the cracks.”[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237423302{padding-top: 25px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531405327978{padding-bottom: 25px !important;}”]

Challenge 3: Automotive digital marketing agencies see high dealer turnover

[/vc_column_text][vc_column_text]Experienced sales staff is critical in an industry that still relies heavily on making a face-to-face connection to close the sale. Unfortunately, the auto industry has one of the worse turnover rates in the workforce.

 

According to the National Automobile Dealers Association, the retention rate for dealerships fell to 45 percent — down from 47 percent in 2014.

 

You may not have considered it, but once again, this is an area that a strong automotive digital marketing agency can help. When your sales reps and marketing team are equipped with the right tools to succeed – engaging in more relevant conversations with prospective clients that lead to sales — you should be able to boost employee retention. With increased sales, you also should be in a position to offer more incentives.

 

Some dealerships are seeing success by giving more generous bonuses as a way to boost employee retention.

 

That’s how a Volkswagen dealership was able to retain employees — even in the wake of negative news about the Volkswagen manufacturer.

 

The Volkswagen team was strategic with employee retention strategies — fully expecting that it could face a high turnover rate.

 

The strategy included regular communications about the Volkswagen emissions controversy, trained them on how to answer consumer questions, and boosted incentives and bonuses. As a result, the dealership was able to keep turnover low.

 

With the right focus and a little help from automotive marketing digital agencies, dealerships can overcome the major challenges as the industry shifts with changing consumer patterns.[/vc_column_text][/vc_column][/vc_row]

How Furniture Retailers Can Leverage Digital Marketing to Increase ROI

How Furniture Retailers Can Leverage Digital Marketing to Increase ROI

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521224734716{padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]As a furniture retailer, it’s likely you’ve devoted a decent-sized budget to a variety of marketing campaigns to drive more traffic to your digital showroom. With every dollar spent, you might be wondering: “Will this marketing inquiry lead to a sale?”

 

While using marketing dollars to drive traffic is an effective and smart tactic, you might be missing out on tremendous value if you’re not leveraging the digital data you could and should be gathering. If you’re not collecting your visitors’ information — including contact and personal preference information — then you’re losing out on two important opportunities: you can’t follow up with them and you can’t learn more about them.

 

There are affordable ways to leverage digital marketing to increase the ROI of your marketing spend. By using the five tactics below, you will start seeing your digital database grow and learn how to take advantage of all of the data you’ve collected to increase sales.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531791282878{padding-bottom: 25px !important;}”]

5 Ways To Leverage Digital Marketing For Furniture Retailers

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1. OFFERS

 

Consumers are attracted to offers, plain and simple. When it comes to creating an offer that consumers can’t resist, try to remember this: the better the offer you provide and the more time sensitive it is, the more likely they will visit you in person. If you can get them in your furniture showroom, then you can greatly increase your chances of closing the deal.

 

 

Even if you do offer the same deal to everyone else that comes into the store, you can still make consumers feel special because they’re received the offer and you can always make it time sensitive to create a sense of urgency. Personalization, coupled with strategic timing, can go a long way.

 

2. RETARGETING

 

You’ve spent a lot of money on driving people to your website. How do you get them to come back time and time again?

 

One of the most affordable ways to maximize your return on your marketing spend is to make sure you are retargeting your past visitors with a message on other websites that they visit. This is what’s called retargeting, and it can be a very effective (and affordable!) way to make sure visitors remember you over the next week (or more) after they have visited your website.

 

Your retargeting efforts can be even more successful if you’ve collected relevant data from interactive experiences on your website that will tell you more about the visitor’s preferences and needs. This allows you to create a personalized message to that visitor through retargeting, which keeps your spend low and shows them relevant advertising.

 

Here’s a great example: imagine someone visiting their Facebook page and seeing an ad for the sofa they were browsing two days ago. Or maybe they’re reminded of the special offer they received on another website they’re browsing. If you’re collecting data from your visitors, then all of this is possible and extremely affordable.

 

3. CALLS TO SCHEDULE APPOINTMENTS

 

During the off-season, your sales team can do a variety of things to keep past consumers engaged. One of the best things they can do is call past customers and:

 

  • Check in to see if they need any help with a new furniture purchase.
  • Remind the consumer of the latest offer they received.
  • Express how easy, comfortable and accommodating an in-store visit would be.

 

The goal of these calls is to schedule an appointment as our data shows that a visitor is 32% more likely to come to your store if they make the commitment to schedule a time to meet with someone. People don’t like to be the person to stand someone up  — it’s human nature. Better yet, if they do schedule an appointment, it’s more likely they will make a purchase.

 

“People don’t like to be the person to stand someone up  — it’s human nature.”

 

Putting an internal process in place for these follow-ups can be a big job, however, and it might make sense to outsource appointment setting to a specialized firm. The outsourced firm can learn about your furniture store and become part of the sales staff with their entire focus being on making the web visitor feel special. It’s all about making the consumers feel like they have a dedicated consultant that will help them at a time that is convenient for them while receiving the best customer service possible.

 

4. E-MAIL NURTURING

 

E-mail should be a large part of your nurture marketing strategy. Send a follow-up e-mail with the visitor’s assessment results after they’ve completed an interactive experience. Send one once they’ve confirmed an appointment time. Put them on a nurture track after you know their preferences. The ways you can use e-mail are endless; e-mail’s ability to engage consumers should not be underestimated.

 

 

5. FACEBOOK RETARGETING

 

It’s safe to assume that if someone is online reviewing furniture, then almost every one of those people have a Facebook account. In fact, according to Pew Research Center, 68% of all U.S. adults and 62% of adults ages 65 and older use Facebook.

 

One of the lesser-known abilities that exists within Facebook is that if you have someone’s e-mail address, then you can pay to appear in their Facebook feed. Pretty convenient, right?

 

Since you already have data associated with this e-mail address, you can make your Facebook advertisement as personalized for that consumer as possible. It’s affordable and it gives you a way to stay top of mind with someone who has already indicated they are ready to buy furniture.

 

One of the biggest ways to increase your Inquiry-To-Sale metric is to have a compelling reason consumers need to visit you, and to stay in front of them while they are in the decision-making phase. Using these five tactics to leverage digital marketing will increase your ROI for your marketing spend and drive sales to your in-store furniture showroom.

 

By collecting relevant data through your website, you can leverage consumer information to nurture inquiries, putting you years ahead of the competition.[/vc_column_text][/vc_column][/vc_row]

Time for V2

One of my favorite quotes comes from Mike Tyson who said, ‘Everybody has a plan until they get punched in the mouth!’  For me, the strategy is the plan, and the complexities that come with growth are the punches.  And yes, you get punched a LOT! 

 

We are 20 months into the SaaS world.  We have been fortunate and in the throws of growth.  Craziness is only getting crazier having closed over 400 customers and increased the staff from 65 to over 100 during that time.

 

I truly appreciate being lucky enough to make it to growth again after the recession crushed past growth.  The first time going through this was from 2001-2007.  I didn’t have the benefit of hindsight and what it teaches.

(more…)

Enhancing Engagement and Conversion by Marketing Furniture to Prospective Website Leads

Enhancing Engagement and Conversion by Marketing Furniture to Prospective Website Leads

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521226682387{padding-top: 25px !important;padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]In order to increase customer engagement, there are several steps in the conversion chain that furniture retailers must hone in order to pull a website visitor to an in-store sale. Calls to Action (CTAs), interactive experiences, and offers are all examples of steps that can be improved to create more showroom sales.

 

Testing and improving your consumer experiences to increase customer engagement is a continuous process. Unlike before, where you basically had to guess at what changes made a difference on your website, interactive experiences on your website give you the control to experiment with changes that can improve your leading indicators of engagement and ultimately improve your web traffic to sales numbers.

 

Once you have all of the experiences in place, you’ll want to determine their impact on generating more clicks, more inquiries, and more sales by slowly using simple A/B tests and changing one thing at a time to understand their significance.

 

The driving force behind increasing customer engagement is the goal of getting more people to step up and voluntarily give up personal information in return for receiving something desired from your website. Throughout this post, whenever we say “something desired” take that to mean an incentive that can be anything from an offer to assessment results.

 

We’ve found there are six elements that you need to focus on to increase website traffic and conversion by turning website visitors into leads for your furniture sales team:[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531447832104{padding-bottom: 25px !important;}”]

1. Unique Pattern Interrupt

[/vc_column_text][vc_column_text]This concept is simple — the more creative you can get on the CTA experience that communicates something desired, the higher your results will be.

 

Do you want something that breaks a visitor out of her normal pattern of browsing and goes, “What’s this?” Then you need to brainstorm ways you can achieve this by tying in your brand and the unique value you offer![/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531447853841{padding-bottom: 25px !important;}”]

2. CTAs

[/vc_column_text][vc_column_text]Your Calls-to-Action are critical to test and measure as they are the catalyst to everything else that follows in generating more inquiries and sales. A few things you should review and look to improve in order to increase consumer engagement are:

 

  • Traffic to Clicks Percentages on Each CTA: As yourself, which CTAs are working and which are not? Adjust accordingly.
  • Dynamic Design: Don’t settle for static and plain CTAs! Include animation on your banners, buttons and sidebars.
  • Language: Experiment with different ways to communicate the desired offer so that you can test directly on your CTA to see if it leads to more clicks and inquiries.
  • Colors: Colors have a huge impact on whether or not a CTA will be noticed. While staying within your brand is important, your website’s purpose is to increase customer engagement. Find CTAs that fit within your brand, but also stand-out and get noticed.
  • Options: The ideal website will attract visitors at each stage of the purchasing funnel, whether that’s browsing, researching or buying.

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3. Experiences

[/vc_column_text][vc_column_text]Once you have looked to improve CTAs, the next step is to improve how you get a visitor to complete the steps of converting into an inquiry. A completed experience means that a consumer has exchanged their information with you for something desired.

 

Keep in mind stats like Clicks to Inquiries Percentages when enhancing consumer experiences. This stat lets you know how effective you are at getting someone to complete the experience once they click the CTA.

 

Where drop-offs occur is another key indicator of the success of your experiences. It will show where your conversion is breaking and allow you to adjust. This can even happen at the beginning of experiences. The load time it takes for experiences to open can have an impact on conversion. If you are losing consumers early after they click a CTA, this is something to review.

 

“Where drop-offs occur is another key indicator of the success of your experiences.”

 

Another quick tip? Do NOT try to get a consumer to fill in a bunch of information on just one or two pages! Make sure your experiences are multi-page and broken up into simple and small steps that smoothly flow together.

 

For example, the initial page of the experience should clearly state what the consumer is getting out of the experience and how easy it will be to receive that something desired. The initial page should be compelling enough that visitors want to keep going with the experience.

 

Subsequently, the following pages should feature only one or two questions per page. If you put a bunch of questions in front of a visitor, your drop-off rate will explode!

 

Other tips for utilizing your website to turn visitors into leads for your sales team include making sure that visitors can answer with just a tap of a button rather than typing something in; the aesthetics of your design and user experiences look and feel professional; and you collect contact info in a way that gives the consumer a choice on how they prefer to be contacted, how frequently, and ensuring that they do not get asked for the same information multiple times.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text][/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531447909615{padding-bottom: 25px !important;}”]

4. CTAs and Experiences for ALL Stages of the Purchase Funnel

[/vc_column_text][vc_column_text]By having CTAs and experiences that apply to all types of website traffic and not just those ready to make a purchase, your conversion and engagement will be higher. Try the following on your site:

 

  • Browsing (Promotion)
  • Instant-Win Games
  • Register-to-Win
  • Scratch-Off Offers
  • Research (Assessments)
  • Buy (Offer/Price Unlock/Appointment/Credit App)

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5. Data Accuracy and Language Incentive

[/vc_column_text][vc_column_text]While this actually falls under the improving the “Experience” section, we thought it was important to call out separately. When a visitor goes to put their contact information into a contact form, they know it will be used for marketing.

 

That’s why you have to make sure you pass the “Should I give my real info or fake info?” test.

 

“Transparency is important if you want to increase customer engagement.”

 

The majority of the time, your something desired should be strong enough to make sure they’re incentivized to give their real information. You should also make it abundantly clear how their information will be used. Don’t plan to sell their data? State that!

 

Transparency is important if you want to increase customer engagement. Inform consumers how you will use their information to email them something desired.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531447937531{padding-bottom: 25px !important;}”]

6. Mobile

[/vc_column_text][vc_column_text]We guarantee that over half of your website traffic comes from mobile visitors. That’s why you need to make sure your experiences are mobile friendly to increase customer engagement.

 

After putting so much effort and money into driving traffic to your site and creating great experiences, the last thing you’d want is for the visitor to feel frustrated and turned off.

 

It’s easy to create a mobile friendly site, and it’s an important part of the user design for both CTAs and experiences. A mobile responsive site should be a high priority for you!

 

As you can see, there are a lot ways to fine-tune your website CTAs, experiences and offers so that you increase customer engagement and enhance your online experience so that consumers will come into the showroom.

 

Be conscious of these different elements that can be tweaked as you work to connect the different steps in the conversion chain in order to convert a website visitor into an in-store sale.[/vc_column_text][/vc_column][/vc_row]