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?
Behavior Targeting With Smart CTAs
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.
Testing And Measuring Smart CTAs
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.