Make Your Website Work for You: 4 Ways to Increase Workplace Efficiencies
Technology today helps us reach more customers with fewer people, fewer resources and less effort.
Salespeople use marketing automation to nurture leads. Email has replaced faxes and mail. And your website can make customer interactions more productive, which lets you focus on bigger projects.
These improvements will not only let you serve more customers with less energy and fewer people, you can save time and money. Here are four ways to increase workplace efficiencies with your website.
1. Assist online visitors without them ever talking to a salesperson
Consumers like doing their own research, so your website needs to be more than a brochure. It needs to guide visitors down the research path, so do things like offering quizzes and questionnaires to help them narrow their options. You can help them find the best mattress, identify the apartment floor plan that suits them, or to understand whether they should lease or buy a vehicle.
Chatbots, quizzes, and assessments are all ways to guide consumers to their best choice. Hotels use chatbots to book tickets, reserve rooms, and answer basic queries that are just entry-level busy work for a human being. Assessments can help multi-family dwellings steer customers toward a particular floor plan and apartment size; car dealers can use questionnaires to help consumers pick out the car that best suits their lifestyle and budget.
Calculators can help renters determine their rent payment (including utilities and pet fees), or actual car payments including incentives and trade-in values. You can pre-qualify customers and pre-approve their applications just based on their interactive experiences on your website. This way, you can find customers who have the ability to buy or rent before you ever set a face-to-face appointment with them.
Also, consumers know when they’re ready to talk to a salesperson, and won’t reach out to someone until they’re close to buying. They’re even more likely to book appointments online rather than calling you, so make it easier for them to get in touch. Remove as many hurdles as possible and make the whole experience easier for them (and you).
2. Offer tours/consultations/test drives without your physical team
You can give basic demonstrations of your products, facilities, or services through guided tours and explainer videos. Post a demonstration of your product in action, a webinar that can be watched on demand, or even a video tour of your facilities for people to watch before they visit. You can even use virtual reality (VR) tours of a property or home furnishings showroom.
“We post video tours where a leasing agent will walk through an apartment as another agent films them,” says Marian Colman, Regional Marketing and Leasing Specialist for Monarch Investment & Management Group. “The first agent will talk about the apartment, its size and the features. We get a good number of views and comments this way, and people will message the property on Facebook to get a personal appointment.”
3. Review your data to improve processes
Your website can tell you how to make it work better for you. A basic Google Analytics review will show you which pages bring in visitors, how long they stay on each page, and how they got there.
The data can also tell you more about what prospective customers want and help you devise new ways to reach them in new locations or with new ideas for reaching them.
“We take the data that PERQ has provided to us to do more targeted outreach marketing and advertising,” said Colman. “For example, we found that a large number of residents at one community were interested in pet-friendly apartments. So we’re trying to market to other pet-friendly locations, and using that information for possible future resident events, advertising things like Yappy Hour.”
4. Educate your team about how to read and use the data
Of course, data doesn’t do you any good if no one knows how to read it or understand what you’re trying to accomplish. So it’s important that you teach your team members about data analysis, tracking improvements, and how to use data to their advantage.
Sales teams can learn what interactive experiences a consumer engaged with, the products or floor plan they’re most interested in, how they prefer to be contacted and when they’re in the market to buy or rent. The data can help a salesperson close a deal much more easily while saving the consumer time.
You may even find someone on your team who excels at reading and managing your data. Let them manage your data for you and get them more involved in your website improvements.