As part of our interactive software, PERQ asks online shoppers where they’re at in the buying process. Our online shopper software surveyed more than 9,000 consumers from March to September and found 80 percent were in the beginning or middle stages of research — with only 17 percent who were ready to buy.
The way people shop has changed now that there’s so much information available online. People conduct as much research as possible; comparing prices and narrowing down which showrooms they want to visit in person. Our research shows consumers really only visit a business when they’re ready to purchase a high-priced item like furniture or a car.
“They’re not just kicking the tires anymore,” says PERQ Co-founder Scott Hill. “They’re coming in with most of their research done and ready to buy.”
Online Shopper Software Helps Consumers Help Themselves
Most websites in the aforementioned three industries (automotive, furniture and multifamily) we serve are optimized only for those online shoppers who are in the buying phase of the sales funnel. Often times, forcing consumers to reach out and contact the company as the only way to get more information.
“Nobody wants to talk to a salesperson while researching; they want to research as efficiently as possible on their own terms and avoid leaving the house until they absolutely have to,” Hill says. “So those online researchers ultimately just consume information on your website and leave. No one knows who they were and then companies spend all of their marketing dollars trying to recapture that same lead.”
PERQ’s online shopper software enables consumers to conduct in-depth and personalized research on a website through interactive tools, such as trade-in comparison tools on auto dealer websites, mattress assessments on furniture retailer websites, and virtual apartment tours with nearby amenities highlighted on multifamily housing websites. The shopper gets helpful information to assist them in making a buying decision, while PERQ clients get detailed lead information on each consumer as they click around and interact with the features.
According to Hill, the PERQ software dramatically increases the time the average shopper spends on a site without ever having to talk to a salesperson, which in turn increases the likelihood of closing that sale once the consumer is familiar and comfortable with your brand.
Dan Marchione, analytics director at Gallery Furniture stores in Houston, says helping customers shop around has boosted their in-store sales by converting more online shoppers, who spend 380% more time on the site than before incorporating PERQ’s software.
“Providing customers with an enhanced online experience that is inviting and informative has been key to driving traffic into our stores and increasing sales,” Marchione says.
Convert Online Shoppers with Targeted CTAs and Promos When the Time is Right
Once an online shopper has invested significant time and information on a website, then it’s time to deploy smart calls-to-action and customized promotions to persuade them to visit a showroom in person.
“When you know what someone is in the market for and you can see what they have been browsing online, you can curate their shopping experience to fit their tastes,” Marchione says. “The software also allows us to provide compelling calls to action and incentives to purchase that decrease cycle time.”
By tracking each visitor’s internet cookies, the PERQ online shopper software remembers a shopper during every visit within 180 days, personalizes each scratch-and-reveal promotion and only serves up CTAs that are pertinent to that shopper. Consumers can use the interactive forms to schedule an appointment with an interior design specialist, an apartment leasing agent or schedule a test drive at a local car dealership.
“Consumers are using research tools to get guidance on what products are best or which stores add value,” PERQ sales manager Doug Stump says. “Being able to provide personalized promotions is really valuable. If they click and engage with a promo — boom — the store just got visibility into what the consumer wants.
“We try to break a shopper’s visit down, so we can see who clicked on what and see in the lead what they’re interested in, and where that lead converted,” he says.