The Internet is replete with strategies to optimize targeting, contextual advertising and SEO. Specialists in consumer promotion are testing new promotion models. We invest tens of thousands of rubles in the creation of the site and promotion of accounts in social networks.
We are looking for the best specialists in SMM and sales funnels. The reach and conversion rate are growing – everything is fine! But what about actual purchases and orders?
How to keep customers from the Internet
If all of the above is about you, it’s time to go over the basics – communication with customers, and recognize your mistakes.
Mistakes are in the details, no matter how trivial they may seem at first glance.
1. Links, tags, spoofs.
Make sure that the link used in the ad is written correctly and really leads to your site. Of course, if you are not engaged in kloaking, although even in that case, the correct (full) spelling of the resource address is necessary.
If you put a UTM tag in the link and it does not lead exactly to the home page, chances are your link will be obscenely long, which is at least visually unattractive. So use a link shortening service. But if you’re mailing information and insert a shortened link, do not be surprised that it is perceived as a phishing and do not follow it.
The solution: Put a special offer on the main page and take the user to it. Then the link is nice, and no doubt about it.
2. Unfunctional buttons on the site
Each button must lead somewhere. Lead to more information, order, payment – it does not matter.
Buttons must work, or they shouldn’t be there at all.
3. Contacts: their absence or inadequate use
I understand why businesses do a universal multi-line 8800 number or put a single info email. There’s a need for that. But ideally, it shouldn’t be the only way to communicate. Situations and requests for contact can be completely different – including questions that a call center employee is not always able to solve.
I would like to mention the feedback widgets separately. Check where exactly the requests from them go when the manager is out of touch.
Also, pay attention to how exactly the contacts are placed on your site. Can they be copied? Sometimes they make the mail, for example, clickable, but without the ability to copy. This is also an unfortunate solution, because it’s not a fact that the client wants to write to you from the mail, in which he is authorized by default.
The more contacts for contact will be listed on the site, the more chances a potential client will have to contact the company. And here the priority is not the convenience of the company, but the comfort of the client.
If, for example, Telegram is more popular now, it makes sense to make a link to a chat with a manager or a Telegram-bot. If no one has been using ICQ for 15 years, you should not make it the only messenger for communication.
5. Telephony and phone communications
Check the phone number of the person you are calling. Make sure that the employee is competent. Clarify what kind of questions he or she is responsible for. And most importantly, who does he redirect the customer to when he asks an inquiry outside of his profile.
It is strange when the client calls the number, for example, 8800 (and only it is listed in the contacts) and can not get information on how to get to your office. Or: you need to contact the manager, and the manager says that he can not switch and sends to the mail.
The top of the absurdity, which I encountered – on a request to clarify the name of the manager, to whom I send a letter to the general mail, I was told: “I can not answer your question, it is not in my competence.