How to Create Smart CTAs to Engage Online Furniture Shoppers

How to Create Smart CTAs to Engage Online Furniture Shoppers

[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]Would you ever offer an in-store furniture shopper a deal on patio furniture knowing they want a coffee table? Or ask them to take a style assessment when they’ve already picked a sofa they like? Of course not.

 

When interacting with a shopper in store, furniture retailers can ask questions based on the information they have to guide in-store furniture shoppers through the furniture customer engagement path. However, the reality is that more people are visiting your website than coming into your store. In fact, 70% of people who arrive in your store have completed research first, which is drastically higher than what it has been in the past.

 

So how can you drive people to your in-store showroom, where there is a bigger likelihood that they will purchase from you? And know what they’ve researched previously to create a more valuable and seamless experience?

Furniture Customer Engagement Path[/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_1531339237672{padding-bottom: 25px !important;}”]

Behavior Targeting With Smart CTAs

[/vc_column_text][vc_column_text]In order to keep online furniture shoppers engaged, it’s important for furniture retailers to employ furniture website personalization best practices. These practices help furniture retailers create a seamless experience between the online and in-store experiences, providing more value for the potential customers and encouraging them to take the next step of walking into your store.

 

One of the best ways for furniture retailers to provide a customized experience for online furniture shoppers is by using behavior targeting. Behavior targeting is a great way to track what a website user has looked at, what products they have engaged with and what interactive experiences they’ve completed.

 

More commonly known as leveraging “cookies,” behavior targeting helps furniture retailers understand how to adjust their offerings to a website visitor’s interests to effectively personalize the online experience. This is done by using smart calls to action, otherwise known as smart CTAs.

 

 

Smart CTAs are created by considering onsite behavior with captured consumer data. Here are some examples of factors for each:

 

As mentioned earlier, if you know a visitor wants a coffee table, then it’s pointless to create a CTA that offers them a deal on patio furniture. When using online behavior targeting paired with smart CTAs, your CTAs will adjust to offer promotions on coffee tables if a visitor engages with coffee tables on your website.

 

Even better, behavior targeting is designed to take online furniture shoppers to the next step of the buying cycle. If someone has already completed a style assessment on a sofa, then the next CTA that may show up after the style result is “Schedule an in-store consultation.” It guides them through the furniture customer engagement path so the chances of conversion are higher.[/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_1521237406917{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531339280128{padding-bottom: 25px !important;}”]

Testing And Measuring Smart CTAs

[/vc_column_text][vc_column_text]Beyond creating smart CTAs that account for onsite behavior and captured consumer data, furniture retailers should test and measure how CTAs perform so they can adjust as needed. There are a few things to review on a consistent basis to measure customer engagement:

 

  • Traffic to Clicks Percentages on Each CTA: Based on the CTAs shown on your website, which ones are performing well and which ones aren’t? Modify the ones that aren’t accordingly and use the ones that are performing well as a baseline.
  • Dynamic Design: When possible, use interactive CTAs. Static CTAs statistically do not perform as well.
  • Language: Test the language you use on CTAs. Does “Schedule Your Consultation” perform better than “Request a Consultation”? Adjust based on which one receives more clicks and inquiries.
  • Colors: CTA colors are very important to conversion rates. While it’s important to stick within your brand guidelines, the CTAs that typically perform the best are colors that stand out from your primary brand colors.

 

By using this furniture website personalization best practice, you have the data to know what steps the consumer has already taken and how they’ve engaged with your website. It will not only provide value to the online furniture shopper, but it will help you create a more meaningful interaction when they walk into your in-store showroom.

 

Improving Your Website Calls to Action to Increase Lead Conversion[/vc_column_text][vc_empty_space][/vc_column][/vc_row]

Being a Leader at PERQ

Being a Leader at PERQ

[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]What are the expectations of being a leader at PERQ?

 

Sure, it’s a question I could answer. One that was always being discussed in a roundabout way through one off discussions, one-on-ones, or during our weekly Wednesday manager meetings. The content was always similar and coming from the same place, but used more anecdotally rather than specific and consistent.

 

Some were cultural things, most were tactical, and some were those really weird scenarios that were likely to never happen again… but, they all provided learning lessons to help our growing leaders improve while trying to maintain consistency across departments.

 

However, something was missing. All of these lessons and decisions would be discussed and then we would move on. Nothing documented. Nothing from which to go back to when another challenging leadership decision popped up.

 

We weren’t able to leverage our experiences from growing the business. And worst of all, there was nothing that I could point to that easily described what it meant to be a leader at PERQ for the new managers or for the experienced ones who needed to be reminded of what is expected to lead at PERQ.

 

While our management team was reading High Output Management together, it struck me that I wasn’t using my leverage correctly or efficiently when it came to providing the expectations for leading at PERQ.  In other words, all of the problems were my fault (Booooo!). So, I got to work.

 

The end result was a document titled “How We Lead at PERQ.” Feel free to check it out here.  

[/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]It was a fun exercise and one that really wasn’t that hard to write. These were things that Scott Hill, PERQ co-founder and executive chairman, and I have practiced and believed in from the start, as well as things our team has learned along the way.

 

After a couple revisions with Scott, I sat down with the management team and we went through it together.

 

This took place over a few meetings at the end of our weekly meeting. We took our time until we were all aligned and bought into the the essence of the document. Some discussions we had never had before. Have you ever openly discussed with your entire management team how to let somebody go?[/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]Great and meaningful discussions that showed me what we were doing well, and others where I needed to be more effective in coaching.

 

Moving forward, this document will be ‘taught’ at leadership development classes, whenever we hire in a new manager, or when an existing manager strays from the expectation. The first two will always be done by me. Something that will definitely help me learn while setting the expectations and reasons behind them for the future leaders to come.

 

A few key takeaways for those looking to do something similar:

 

  • Think about big moments where you and another manager or the whole team had to solve a problem. What did you learn? What was the core logic in the decision?
  • Write down those sayings your team has heard from you. Most leaders love sayings and analogies, and we generally have a few ‘go-to’s.’ Write them down. They are crucial.  Your team already knows them, and there is more meaning than just the words.  Example for us – Power is taken, not given.  Our team knows what this means.
  • Get your team involved.  Ask them what makes a good manager while you’re prepping? How is it different for our culture and how would you describe that difference? They’ll have great stuff to add here.
  • Be specific. Each company’s culture is unique and built around core values that mean something. This is your time to call those out specifically focused around leadership and management.
  • Have fun and make it your own!

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[Press Release] Muhammad Yasin Named PERQ’s VP of Marketing

Muhammad Yasin Named PERQ’s VP of Marketing Award-winning, Indianapolis-based technology firm promotes Yasin after four successful years as Director of Marketing & Demand Generation.

 

Indianapolis, IN – September 21, 2017 – PERQ , experts in online consumer engagement and behavior, today announced the promotion of Muhammad Yasin to Vice President, Marketing. Yasin joined PERQ as Director of Marketing & Demand Generation in 2013 with the mandate to rebrand the company from a technology-enabled services organization into a game-changing web engagement technology platform.

(more…)

Mobile Marketing Techniques for Furniture Stores

Mobile Marketing Techniques for Furniture Stores

[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]You’ve taken all of the steps necessary to improve your furniture store’s online experience and generate more leads for your furniture sales team. As the influx of online leads continues, many furniture retailers now find themselves asking: “How can I take all of these online inquiries and convert them into a sale? The answer: mobile marketing.[/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]There are several digital marketing tactics and interactive experiences that furniture retailers should be implementing if they want to help their furniture sales team improve the web visitor to sale conversion rates. Adding interactive experiences online can help to not only increase engagement with consumers and generate more leads but  generate higher quality leads as well

 

Unfortunately, generating more and higher quality leads is not always the final step in converting online furniture shoppers into a sale. It’s essential that furniture stores take the data captured from their online interactive experiences and use it to nurture their website visitors and lead them down the conversion path.

 

By now you’ve probably experimented with email campaigns – they are one of the most widely used methods to nurture leads and are an inexpensive way to keep online furniture shoppers engaged with your store. But as always, technology is adapting. A new marketing method called mobile marketing is a great platform for leveraging lead nurturing.

 

Studies have found that Americans spend an average of 10 hours a day on mobile devices and that mobile internet usage is beginning to surpass desktop usage. Many retailers are discovering that mobile marketing is no longer optional; if your furniture sales team is not adjusting your marketing efforts to meet the demands of this mobile revolution, there’s a strong chance you’re losing customers to companies that are.

 

It’s essential that furniture stores take the data captured from their online interactive experiences and use it to nurture their website visitors and lead them down the conversion path.[/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_1521237431822{padding-top: 15px !important;padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531788039766{padding-bottom: 25px !important;}”]

What is Mobile Marketing?

[/vc_column_text][vc_column_text css=”.vc_custom_1522350958688{padding-top: 25px !important;}”]Mobile marketing is a digital marketing strategy that aims to reach consumers on their smartphones, tablets, or other mobile devices via multiple channels such as websites, SMS, social media, apps, and more.

 

To employ an effective mobile marketing campaign, retailers must understand their mobile audience and design their content with mobile platforms in mind. If done properly, furniture sales team can use mobile marketing to reach out to potential customers and give them personalized and time-sensitive information on the go on their mobile devices.[/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_1521237406917{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531788056448{padding-bottom: 25px !important;}”]

Types of Mobile Marketing

[/vc_column_text][vc_column_text]There are many different mobile marketing strategies and techniques that span several channels.

 

SMS Marketing: Also known as text message marketing, SMS marketing is one of the most up-and-coming mobile marketing techniques being utilized today. SMS marketing is a practice that uses permission-based text messaging to send promotional messages. Generally, a goal of using SMS marketing is to increase customer loyalty and keep potential customers engaged by sending reminders and notifications for upcoming events.

 

Ashley Furniture Homestore recently generated $138,460 from a four-day “Secret Sale” that was advertised through an SMS and email campaign. $85,438 of this revenue was attributed to text messages alone. During this campaign, the furniture retailer used contact information gathered from previous marketing efforts to send digital coupons to customers via text message. Executives at Ashley Furniture were elated at the success that came from this campaign and shocked to find out that the SMS portion of the campaign was more successful than the emails.

 

App-based marketing and Mobile Search Ads: App-based marketing is a technique that involves placing advertisements inside mobile apps. While it’s important for retailers to have an app of their own that consumers can navigate and engage with easily, services like Google Admob allow you to advertise products inside third-party apps, giving you a broader audience than just those that have already downloaded your app.

 

Mobile search ads are simply basic Google search ads, but optimized for mobile. Often, these search ads will feature extra add-on extensions like app downloads, click-to-call, or maps to navigate to your store. These two mobile marketing tools often align because search is a major source of app discovery. In fact, one in four app users discover apps through search.

 

Location-based marketing: Location based marketing can also be utilized across multiple mobile marketing channels. If using location-based marketing for ads, ads will appear on a user’s mobile device based on their location relative to a certain area or business. This would allow you to place advertisements about special deals being offered whenever a customer is near your store. Location-based marketing can also be used in SMS marketing. In this case, WiFi or Bluetooth is used to send promotional messages about products and services to a  nearby user’s mobile device via text message.

 

Whether you’re using email campaigns or mobile marketing techniques, it’s vital that your furniture sales team nurture online shoppers in order to convert these leads to a sale.[/vc_column_text][/vc_column][/vc_row]