Twitter, launched in 2006, is a microblogging social media site where users create short-form content, known as tweets, to share with others. Users who have an account can post their own tweets and interact with others. Unlike other social media platforms, Twitter is often where breaking news is shared by individual users, rather than notable businesses. Users take to their personal accounts and tweet about their experiences, like when a 5.9 earthquake struck Virginia in 2011. It was first reported by individuals on Twitter who sent out 40,000 tweets related to the incident, all in less than a minute. Twitter is also known for being the home of countless viral memes, like one from Carter Wilkerson in 2017. He asked Wendy’s, a fast-food chain, how he could use the power of Twitter to get free nuggets for a year. He didn’t meet their 18 million retweet requirement, but they granted his request after achieving 3 million. Wilkerson has since used his Twitter experiment as an example of social sharing engagement for his marketing course. Others have since used this format, like this user, who asked The New York Mets to let her take prom photos on their baseball field if she reached 500,000 retweets. Considering that Twitter has significant power in influencing trends and generating engagement, some brands have taken to the platform as a means of social media marketing. If you’re just starting on Twitter, this post will outline how to use its essential features and go over best-practices for marketers using the app. All social media platforms have site-specific etiquette and best practices that marketers should know. Let’s look at eight tips for Twitter beginners to use when adopting the platform into their marketing strategy. Featured resource: How to Use Twitter for Business Understand Twitter LanguageIf you’re going to use Twitter, you need to understand commonly used terms within the app. HashtagsHashtags, written as a pound symbol (#) followed by a specific word or phrase, are keywords on Twitter that are used to incite discussion. #food is an example of a hashtag that is commonly used on Twitter, and all tweets that use the #food hashtags are aggregated together. Hashtags can often go viral, and users around the world put them within their own tweets to add their opinions into discussions and engage with topics that they care about. They are also a valuable marketing tool for generating exposure, as any Twitter user who views and searches through a hashtag may come across the tweets you’ve made. Tweets with hashtags also get 100% more engagement. Hashtags can be added to tweets with videos, photos, gifs, and links. HandleA handle on Twitter is your username. It appears at the end of your account URL and is unique to the brand or business your Twitter account is dedicated to. For example, HubSpot’s Twitter handle is @HubSpot. A Twitter handle is not to be confused with your Twitter profile name, which is the name of your Twitter account. For example, if you’re using Twitter for a personal account, your name is Sam Cruz, your profile name could be Sam Cruz while your handle might be @redtomato. Twitter handles can be unique, whereas everyone in the world named Sam Cruz can set that as their profile name. Handles are essential for marketing, as they aid in brand recognition when they’re related to your business. For instance, say you run the Twitter profile for a pants business called Reds. If your Twitter handle is @pantsbusiness, nobody will be able to pick you out from the crowd of other pants businesses on the platform. However, if you make your handle business-specific, like @redspants, customers that come across your tweets will recognize that your profile belongs to the business that sells their favorite pair of pants. RetweetsRetweet, sometimes written as RT, is how people share content on Twitter. If someone tweets something you like, you’d click the retweet button (shown below) to share the Tweet onto your own Twitter feed. The content you RT is visible to your followers and also displayed in your Twitter profile. Retweets can also be quote tweets, or QT, where additional commentary is added to the original tweet. Here’s an example of a QT.
When you generate a following on Twitter, using the RT button to share tweets where your followers mention you and how much they love your business is a valuable strategy for building brand authority, as social media users value user-generated content (UGC). In fact, consumers trust UGC 9.8x more than influencer content or paid advertisements. MentionsOn Twitter, a mention means that someone has used your handle and tagged you in a Tweet. People typically mention users when creating their tweets or when replying to Tweet threads. You’ll get a notification every time someone mentions you, and these tweets are displayed in the Notifications tab on the Twitter website and mobile app. You can navigate to your mentions by clicking the bell icon. Mentions are beneficial to marketing as they make it easier to find and interact with followers who have specifically used your handle in their tweets. You can also mention other users within your own Tweets, which helps in generating engagement. Create a Twitter Marketing StrategyLike every social media platform, you need to create a site-specific marketing strategy. It doesn’t have to be too different from your overall business marketing strategy, as you’ll carry over elements like your buyer personas. These are the representations of your target audience that you’ll translate into social media target audiences, which will help you identify the customers most likely to interact with you on the platform. It’s important to note that your Twitter strategy will need to be in line with Twitter specific elements like live video and hashtags.
Decide What You’ll TweetAfter you’ve created your marketing strategy, you’ll need to decide how you’ll execute that plan with your tweets. Other businesses on Twitter use their accounts to incite brand discussions, create advertisements, or as a means of customer support. The image below depicts a Twitter customer support interaction between Comcast, an internet and cable service provider, and an interested customer. Around 59% of global social media users have a of brands that respond to customer service questions on social media, so it is a valuable Twitter strategy to consider. The social media target audiences you’ve outlined within your marketing strategy will help you identify how you should use your Twitter account. When you understand your followers, you’ll know what type of content they prefer and what you should be tweeting. For example, if you’re a clothing company, maybe you’re famous for launching exclusive products that your customers need to wait in line for. You know they’re likely excited by this exclusivity, so you can use your account to announce product release dates to get them excited. Here’s an example of Adidas, a design company, using their account to promote a highly anticipated brand collaboration on their Twitter account.
Tweet OftenLike other social media channels, maintaining your Twitter account and keeping your followers engaged on the platform requires consistent tweeting. Research shows that top brands on Twitter send out an average of three tweets per day. Twitter feeds are not automatically chronological, so your followers in different time zones will see your tweets no matter what. However, it’s also important to be aware of an additional factor affecting the number of times you tweet: when your followers are the most active. They’ll always see your tweets throughout their feed, but tweeting when they are the most active will bring the most engagement. It also ensures that you can respond in a timely manner to sensitive support questions. Because of this, it’s essential to use analytics data to perfect your tweet schedule. Use Data To Make DecisionsAfter you’ve been on Twitter for at least a month, consider using Twitter analytics data to drive the decisions you make on the app. Twitter offers its own analytics platform, where they give 28-day summaries of account impressions, profile visits, and best-performing tweets. This analytical insight into your followers can help you further perfect your marketing strategy for success on the platform. Some of the metrics you should consider tracking are impressions, engagement rates, and reach. Each of these factors explains how Twitter users interact with your account and the Tweets you make. You’ll get a sense of how interested your audience is in your content, how relevant your content is, and the level of social authority your brand has on Twitter. High numbers in each category indicate that you’re doing well, and lower numbers will help you identify elements of your strategy that need work. Automate When NecessaryOnce you get a sense of your Twitter engagement analytics, you’ll know the best times to tweet, how often you need to tweet, and the steps you need to take to maximize platform engagement. Since you’re likely managing multiple social media channels, it makes sense to join the top 10% of tweeters using automation tools to schedule tweets in advance. For example, HubSpot’s Marketing Hub can be integrated with Twitter Analytics to create an automated posting schedule optimized for your engagement metrics. The image below is an example of the Marketing Hub automated social media calendar. You can also use the integration to view analytics data for all your social media accounts at once, helping you understand the platforms that bring your business the most success. Engage With Your FollowersJust like all other social media platforms, engaging with your followers is crucial. There are various ways you can do this on Twitter, like liking and retweeting mentions from followers, replying to direct messages, posting brand-relevant UGC, or asking followers to respond to Twitter polls. If you’ve created accurate, relevant social media personas, the way you interact with your followers will likely entice them to continue following and engaging with your account. You can use social media management platforms, like Oktapost, to catalog interactions between you and your Twitter followers. The image below depicts a contact record between Liad Guez and Oktopost on Twitter. We can see that they’ve exchanged a direct message with the Twitter account, and this data can be cataloged and tracked. If you notice that you have Twitter followers that consistently interact with you, you can set extra time aside to nurture your relationship with them and entice them to become paying customers. Mind Internet PermanencyJust like all other aspects of the internet, everything you tweet is permanent. Be thoughtful with the content you put on Twitter, and ] err on the side of caution. Assume that someone will always take a screenshot of your tweets and that inappropriate interactions with customers will be seen by others (even if you delete them). Retweets are a critical part of marketing on Twitter, but be mindful of what you RT and QT, and make sure to give credit where credit is due. You don’t want to get called out for stealing content if you accidentally forget to mention someone, especially in a public forum. Twitter users are known for holding others accountable for misdirections, and they likely won't hesitate to do the same if they noticed you’ve used content that isn’t your own. Given this, you can assume that people with public accounts consent to their tweets being shared through RTs, but asking for permission is always a good strategy if you’re re-posting the content yourself. How To Post on TwitterOnce you’ve figured out your Twitter marketing strategy and learned best practices for beginners, it’s time to begin posting on Twitter. Twitter supports four different tweets on its platform: text tweets, photo tweets, gifs, and videos. Within all of those tweets, you can also include links and hashtags. Within all of those tweets, you can also use links and hashtags. When posting a text-only tweet on the Twitter website, you’ll need to click on the box on your home feed that says “Tweet” and click on it. Within the box that says What’s happening? you can create your tweet (up to 280 characters) and click Tweet to display it on your profile. The image below depicts the process. On mobile, the steps are similar. Launch the app, select the Write button on the bottom right of the screen. Craft your tweet, and click the Tweet button to make it live. How To Post Videos on Twitter32% of people say they use Twitter to watch videos. Given this, using Twitter to post branded videos is a valuable strategy to consider. There are three ways to post videos on Twitter: import videos from your mobile device, upload videos from your computer to Twitter's desktop site, and go live within the Twitter app. Import Videos on MobileTo import videos to Twitter from your mobile device, begin by following the same steps you would to create a text-only tweet. Once the Tweet window is open, the app will display a carousel of the most recent photos on your device. If the video is there, you can select it, add your text, and click Tweet. If the video isn’t there, you can click the camera photo icon and browse through your photo gallery to select the right video. Upload Videos on DesktopTo upload a video on the Twitter desktop site, open the tweet composer to write a text-only tweet and select the image button. When you click the button, you’ll be prompted to select the desired video from your computer files. Once you’ve picked it, click Tweet. Videos on Twitter cannot be larger than 512MB, and the maximum video length is 2 minutes and 20 seconds. Videos in your tweets don’t count towards the 280 character limit, so you can add as much text as you want to your video tweets as further explanations for the videos. Going Live on TwitterGoing live on Twitter is a great way to engage with your audience. They can watch you talk about your brand in real-time and ask questions. At the moment, the live function on Twitter is only supported within the mobile application. To go live, select the photo icon from the tweet composer. The camera function will open, where you select the Live option. Once you go Live, users who follow you will see your live stream within their feed. How To Post Photos and Gifs on TwitterSocial media users like engaging with visual content. In fact, tweets that include gifs receive 55% more engagement than those that don’t. Given this, the benefits of using photos and gifs in your tweets are high. Let’s go over how to upload pictures and gifs to your tweets on Twitter. Post Photos and Gifs on TwitterTo post a photo on Twitter, follow the first step to posting a tweet on Twitter. Click on the photo icon, and select an image or GIF from your carousel or photo library. You can also click the gif button and choose a GIF from the Twitter GIF library. You can select up to four photos to tweet at once, but only one gif is allowed per tweet, and they can’t be included in photosets. The same steps should be followed to post gifs on Twitter via mobile app. Just like videos, photos do not affect tweet character count, so you can add text or links to accompany your photo tweets. How Many People Use TwitterTo fully understand the benefits of using Twitter in your marketing strategy, let’s take a look at some of the heavy-hitting statistics from the app and what they mean for marketers using Twitter.
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JUST MAY MAYBE Me Might Mine Must My Mine Must My Neither Nor Not Of Oh Ok When Where Whereas Wherever Whenever Whether Which While Who Whom Whoever Whose Why Will With Within Without Would Yes Yet You Your |
Using SEO Stop Words
SEO stop words are important if you want to create a strong SEO strategy and rank highly on search engines like Google. Overusing them can hinder your ranking, but avoiding them altogether will make your content confusing and unclear. By understanding what stop words are and which words qualify as stop words, you can craft content that works to your brand's advantage.
For more ways to rank higher on search engines, read these SEO tips.
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In 2020, B2C businesses all over the world pivoted their strategies as consumers dealt with the COVID-19 pandemic.
Not only did the pandemic force people to live and work strictly from home, but it also put a financial burden on many households and businesses.
Now, as the holidays approach, both physical and online business owners are wondering if they'll still get the same level of booming business they saw last year.
Because we (unfortunately) can't predict the future, we decided to survey a sample of nearly 300 general consumers about their holiday shopping plans.
Specifically, we asked, "Compared to last year, how will COVID-19 impact your holiday shopping plans?"
As part of the Lucid survey, participants could check all the boxes related to how their holiday shopping would be impacted.
While you'll see that some of the responses align with research-backed shopping predictions, the overall results of the survey might surprise you:
While you might not be shocked that many respondents are planning more online shopping than last year, you might be surprised that nearly one-third of them still plan to go to physical stores.
Additionally, with 41% of respondents planning to spend less money or buy fewer gifts this year, you might wonder if budget-conscious consumers will still spend money on your products.
Remember, this is just one small poll of general consumers. Had we zoned in on a specific audience target or location, the results might have been very different.
However, these responses are still worth keeping in mind as you navigate the holiday season. It also hints at potential trends that could continue in 2021.
Below, I'll walk you through the three biggest holiday shopping pivots consumers plan to make this year, as well as a few business takeaways for handling each shift.
3 Pivots Holiday Shoppers are Making in 2020
1. Despite online growth, physical stores won't be vacant.
As you might expect, the number one holiday shopping change, cited by 47% of survey respondents, was, "I plan to do more online shopping."
This makes sense. In 2020, consumers who weren't tech-savvy learned how to buy almost everything they needed online. Meanwhile, those who already made purchases regularly online embraced it more heavily. Additionally, with holiday shopping seasons known for closely packed quarters stores, some consumers might opt to stay at home this year to avoid the crowds.
However, it doesn't seem like foot-traffic will cease completely.
To learn more about how abundant ecommerce would be this season, we asked, "Where do you plan to do your holiday shopping this year?"
As it turns out, lots of people still plan to shop in-person this season:
While 33% of consumers plan to shop "mostly" or "completely" online, 34% plan to do an "even mix of both online and in-store shopping."
On the other hand, 33% percent plan to shop "mostly" or "completely" in-store this year.
Although this survey is just one small piece of data, and these results might vary by location, the responses hint that physical stores might still get business despite increased online shopping.
Takeaways for Business Owners
Ultimately, online shopping is growing -- and we see more online purchase revenue with each new holiday season.
Even if our survey results show that people still plan to shop at least partially in stores, you should consider building an online presence and -- potentially -- an ecommerce strategy.
When it comes to building an online presence, you could start with a business page on Facebook or Instagram, or a Google My Business listing to help internet users learn more about your brand and where you're located.
If you're ready and able to sell your products online, many digital tools, like HubSpot and Shopify, can help you create a simple, but effective online store.
For example, if you already promote your brand with a Facebook Business Page or Instagram Business profile, you could highlight and sell a few of your most popular products in a Facebook Shop. This will allow you to test the waters with ecommerce by selling a few select products online. Then, once you feel confident in your shipping and supply chain, you can launch a full ecommerce site with one of these tools.
2. Shoppers might not splurge -- even on gifts.
Due to the uncertain financial times caused by the COVID-19 pandemic, shoppers were already tightening their budgets and protecting their assets. Now, with plans for in-person holiday gatherings uncertain for many folks, there are also fewer reasons to purchase gifts and other holiday items.
However, since holidays have been known to encourage people to splurge more than usual, you might think that this time of year could be an exception to current shopping trends.
When polling general consumers, 26% percent said, "I plan to spend less money." while 15% said, "I plan to buy fewer gifts due to limited holiday gatherings." In total, 41% of consumers indicated that they plan to spend less or buy fewer products this year.
The data above, although unsurprising, still reaffirms consumer predictions that might be concerning to business owners.
Takeaways for Businesses
By now, brands have already seen consumers tighten budgets and limit non-essential purchases. Not to mention, studies from McKinsey and other organizations predict that consumers will continue to spend more frugally through 2021.
But, even if you're up to date on the current market research trends, you might not be sure how to grapple with these consumer behavior shifts.
Right now, buyers need extra motivation to buy expensive or non-essential products. While the holidays might give them a reason to splurge a bit more than they have throughout the year, consumers will still want to invest in products with the best value -- whether they're buying for themselves or their families.
Because people are looking for essential products they need or items that offer the best bang for their buck, focus your messaging on answering questions like:
- "Why does the consumer need this product?"
- "How does this product or service solve one of their problems?"
- "Why is the product worth its price?"
Aside from adjusting your messaging, you can also adjust your content to help you answer the questions above. For example, you can post content that highlights sales, deals, and promo codes that people with more stringent budgets might use.
If you can't offer a sale or deal, you could alternatively use testimonials, reviews, or user-generated content from your current customers in your marketing. When you share a happy customer's review or testimonial, you allow prospects to hear stories of people who benefited from your products. This can build a sense of authenticity and brand trust that ultimately leads to purchases.
3. Shoppers will take social distancing seriously.
Above, we noted that our respondents still want to shop at least partially in stores this year. But, many of them might also want to avoid bustling crowds that have historically been seen during holiday shopping seasons.
Because of this, the third biggest holiday shopping change -- which 33% of respondents cited -- was, "I still plan to shop in stores but will be more cautious of social distancing."
Takeaways for Businesses
While small business owners would love to see crowds line up to enter their stores during the holiday season, it's clear that things will be very different this year. Not only will customers be mindful about social distancing, but other research shows that they might be more concerned about their health and safety when shopping than ever.
If you want to embrace in-person foot-traffic opportunities this holiday season, it's important to know that people might be fearful of crowds or getting too close to others. Because of this, you should invest in PPE for your staff, while also considering protective barriers, one-way aisles, and other solutions to keep people far apart.
While this will not only make customers feel safer in your store, it could give you a competitive advantage over shops that take fewer precautions. After all, customers trust brands that care about them and their safety.
Navigating a Unique Holiday Season
While we can offer suggestions and basic data on how holiday shopping will change this year, it's important to keep in mind that results could be different for every business -- whether physical or online.
Although planning a holiday strategy in a pandemic can feel daunting or nearly impossible, keeping a few tips in mind could still help you get sales and intrigue consumers who are ready and able to shop.
- Market your product's value: Now -- and in the near future -- consumers will need to be persuaded that your product is valuable, better than a cheaper option, and worth investing in. If your messaging, reviews, or online content fail to convey those things, a budget-minded shopper might very well buy something from a competitor -- or avoid buying any product in your industry at all.
- Build an online presence: Even if you plan to rely on foot-traffic this year, you'll still want to develop an online presence so people can learn about your store, where you're located, and any deals you offer. If you're ready to step into the world of ecommerce, many easy-to-use tools can help you launch a scalable online store.
- Care about your customer: This year, customers are paying extra attention to how brands treat them. When a brand makes an effort to ensure a pleasant and safe experience, shoppers will remember and trust them more. Even if your business is mostly online, you can still show customers you care through helpful and responsive customer service, answering customer questions on social media, and offering deals or content that solve for your ideal customer.
To learn more about how COVID-19 has impacted the overall business landscape, check out our six-month retrospective fueled by data from thousands of HubSpot users.
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All humans — including your customers — are emotional creatures.
That’s why it’s so important to make sure every interaction customers have with your company a memorable one — so memorable that they’ll want to recommend your business to a friend, family member, or colleague.
That connection between your business and customers is exactly what customer experience is all about — providing the support that your customers seek throughout all stages of the buyer’s journey.
You can think of the whole customer journey as a (very important) and complete transaction between your brand and customer, — what happens throughout that transaction and the way your customers feel define the customer experience.
For instance, you visit your local ice cream shop; the waitress welcomes you with your name and immediately asks if you’d like your regular treat, a chocolate sundae with extra chocolate chips, or if you’d prefer to look at a menu.
Wouldn’t this personalized and positive experience make you want to continue returning to that ice cream shop? Sometimes it hardly matters how the food tastes — the unique and delightful customer experience is what keeps you going back.
This doesn’t just apply to brick-and-mortar stores either. For example, when a prospect visits your website, why would they want to stick around to learn about your products or what your brand stands for if they don’t feel valued, understood, and heard? In this case, it won’t matter how beautiful your site isor how well you've optimized your site — what matters is CX.
Understanding Customer Experience (CX): How to See the World Through Your Customer’s Eyes
There are a number of ways a customer may interact with your business. For example, when they visit your website, engage with your social posts, click on your ads, purchase your product or service, or provide feedback. Customer experience includes all of these interactions and more.
A recent study by Oracle reveals maximizing customer satisfaction across the buyer journey increases total customer satisfaction by 20%, and drives revenue growth by up to 15%.
You need to see the world through customer-colored glasses. Understand their challenges and needs. They want to be heard and expect quick responses and speedy reactions from your team members.
Focus on client-centricity — put your customers first by searching for opportunities to create products and services that resolve the challenges of your customers. You can also identify your best customers with smart segmentation. There are a lot of benefits of customer segmentation including a better understanding of your customer’s behaviors, interests, and pain points.
Here are some great examples of how brands are enhancing their customer experience.
- When Tony started Zappos (now a billion-dollar brand), he rewarded his team for spending long hours over the phone to create a splendid customer experience.
- Apple added a human element to their customer interaction by installing experts at the Genius bar.
- FedEx ensured a better customer experience by answering every customer support call on the first ring.
Now that you know what CX is, let’s take a moment to review what it is not.
Customer experience is not user experience (UX).
Customer experience and user experience are separate strategies businesses deploy to help them grow.
User experience is a subset of customer experience. It revolves around your products. It’s all about how your customers interact with your products and what experience they have with them. User experience is a blend of design and architecture, usability, functionality, user-hierarchy, and understanding.
Whereas customer experience is a summary of the complete customer journey map. It starts when a visitor hears about you and exists throughout every interaction with Sales,Marketing, Customer Service, as well as with the product you sell.
Next, let’s review the ways in which CX impacts your conversions and why you may not be seeing the impact you’re hoping for on your bottom line just yet — and don’t worry, we’ll work through some ways to resolve those challenges too.
5 Reasons Why Your Customer Experience is Not Converting Prospects (Yet)
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You don’t know your customers well.
The first reason for the low conversion rates is you don’t know who you are targeting. When you are not aware of your target audience, how would you guarantee their conversions?
How to fix it?
- Determine what your customers want, where their interests lie, what they like, and other common characteristics — everything that helps you reach your audience. (Make buyer personas to help you with this.)
- Run customer surveys and polls; they are the best way to collect customer information. The feedback you receive from there is filtered and gives you a quick view of your user requirements.
- Analyze your customers’ behavior with marketing analytics with HubSpot CRM.
- Segment your buyers based on their buying frequency, recency, and monetary metrics (RFM segmentation).
- Filter your best customers by separating them into categories with HubSpot’s Smart Lists, and send personalized emails to them.
2. Your products are not grabbing your user’s attention.
It’s an age-old saying that the first impression is the last impression. It’s very critical that the visitor’s first impression on viewing your products and your website as a whole is a pleasant one.
The buying decision of the vast majority of your website visitors is impacted by this first impression. If your products are visually appealing, the visitor is bound to take more interest and there is a good chance of conversion.
How to fix it?
When it comes to your eCommerce store, it’s important to keep in mind that your customers are buying products without necessarily ever having the ability to test them out and/or feel them first. So, you need to create an environment where they can make easy purchasing decisions that are virtual from start to finish.
There are a variety of ways through which you can enhance the customer experience and boost conversions.
- Use high-quality photographs and captivating videos to showcase your product and tell stories about your brand and product or service.
- Keep your products organized on your website and implement easy-to-use navigation.
- Leading fashion brands like L'oreal and Rayban allow users to try virtual makeover tools and provide a 360-degree view of their products. Such innovative leaps in presenting online products help these brands to stand out from others and attract huge audiences.
- Use augmented reality (AR) — this is a popular trend in the beauty and fashion industries because customers can try your products on virtually (e.g. a pair of sunglasses).
- Create an omnichannel experience for your online shoppers by augmenting product visualization.
- Be clear about your pricing strategy. According to Quicksprout, 56% of shoppers abandon their carts at checkout because of unexpected costs.
3. Your website isn’t ready for shoppers.
Did you know that 38% of people will stop engaging with a website if the content or layout is unattractive?
Also, 75% of consumers admit to making judgements on a company’s credibility based on the company’s website design.
If you are experiencing a solid amount of traffic but few conversions and a high bounce rate, your website design likely has issues.
How to fix it?
- If your website is suffering from low traffic, that may be because your audience isn’t getting what they are looking for. Make sure you are keeping everything on your website accessible for your users.
- Secondly, when a user visits your website, try to enhance the hero section (the header part) as beautiful, clean, and direct as possible. This section can contain your product, service, and offers too.
- Add clear call-to-actions (CTAs) throughout your webpage. Add a “view cart” option as well to heighten the chances of successful checkouts.
- Keep your website design conversion-focused. Put your menu bars (in the header and footer) organized. This will allow your users to navigate to find their goals quickly.
- Statista says there will be a total of 4.78 billion smartphone users in 2020. So if your website isn’t mobile-optimized, then you may lose conversions.
- Capitalize on your social media — use it to help you boost your top-performing content such as blog posts, customer reviews, and testimonials. Respond to feedback and answer customer questions through social media, too.
4. You’re unable to win your customer’s trust.
One reason for lower conversion rates is that you are incapable of winning your customer’s trust.
81% of online shoppers feel concerned when shopping on a website with which they are not familiar. Trust cannot be forced; let’s see how you can win your customers' trust naturally without a push.
How to fix it?
- Choose the right trust seal to improve security on your websites. Trust seals verify your website to be legal and lawful.
- Add customer reviews to your website to increase the chances of conversions and enhance your customer experience. According to BrightLocal, the average consumer reads 10 reviews before feeling able to trust a business.
- Be socially active, entertain, communicate, engage, educate, and run campaigns around your brand. Be real and stick to your niche and brand values.
- Engage your customers and earn their trust by establishing excellent communication practices.
- Add high-converting and relevant CTAs to your website above the fold. Use phrases and words like Learn More, Shop Now, Download, Sign-up, and Book Now.
5. You have not planned your customer onboarding.
Remember, there are two kinds of customer onboarding: on-site, and off-site. The fundamental difference between on-site and off-site onboarding is that, when a shopper lands on your website, it means they're looking for your products or services. In off-site, the customer has already been introduced to your products and services, before he/she needs them.
How to fix it?
- Offer a real-time product demo for your audience to help them explore your product and it’s features quickly. According to Wyzowl, 84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video. Video demos impact purchasing decisions significantly and boost engagement as well.
- For a frictionless customer experience, it is crucial how you handle users who leave your website or intend to leave it.
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- Use an immediate exit-intent pop-up.
- Set up an email marketing campaign and select time-slots to send interactive abandoned cart emails to lost users.
- Keep your cart visible to users.
- Use retargeting or remarketing ads to target users who have visited your website before.
- Be different — offer a dynamic free trial period for your products and services. Then, a user can extend the trial period and if they choose to. This provides a sense of flexibility and freedom for users.
Wrapping Up
Remember: Customers are humans, not your contact to close in the CRM.
Customer experience brings your customers closer to your brand. Humanize your brand and design, and analyze your customer journey map.
Light up your brand with a customer-centric approach and capture your shopper’s attention using the strategies mentioned above. For more information, check out the latest customer experience statistics & trends 2020 here.
Author Bio: Himanshu Rauthan is an entrepreneur and co-founder at MakeWebBetter, an eCommerce digital marketing agency, HubSpot Premier Integration and Gold Solutions Partner. He is a digital marketing and inbound expert, passionate about building and scaling eCommerce customer experiences.
HubSpot marketing teams reserves the right to use guest blog author’s likeness across our content as we see fit, including but not limited to HubSpot’s social media channels.
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https://blog.hubspot.com/marketing/online-shoppers-customer-experience
Joseph Ashley
Juice is a drink made from the extraction or pressing of the natural liquid contained in fruit and vegetables. It can also refer to liquids that are flavored with concentrate or other biological food sources, such as meat or seafood, such as clam juice.
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