When it comes to keeping up with trends on your website, remaining fresh for your customers can be rather challenging. Dealing with the developers, providing them with a plan, coming up with a design, and then coordinating the implementation of your website… all of these steps just for the sake of putting a little red banner up on your homepage to announce a new product release or advertise a discount. It is at this point that you start thinking of other more efficient ways to bypass this long process and push out some user experiences quickly and easily on your own.
Here are a few examples of the kinds of experiences or website features that are actually fairly simple to produce and can also generate great results for your site or your company’s overall revenue:
- Flash sales
- Monthly promotions
- Retargeting customers
- Customer engagement
- Flash Sales: A flash sale can show itself as a banner under the hero image on your homepage, making the sudden announcement or a full-page pop up.
- Monthly Promotions: Featuring regular promotions on your site can be done in a number of ways. One of the easiest ways is to take over key elements on the home page (like the banner, hero, products, etc.) and replace them with the new promo. Many testing platforms have the ability to schedule experiences at specific times or time ranges. Leveraging this tool can greatly enhance your marketing department potential.
- Retargeting Customers: This digital strategy is useful for industries that have a high session-to-visitor rate. High end products (like cars, durable goods, or luxury items) and services (like travel or entertainment) suffer from this. Impulse buying, which is higher online due to the ease of use and 24/7 availability, isn’t something that drives these industries. Customers tend to browse more and take their time. They may add to their checkout or wish list without completing the transaction only to come back at a later time and make the purchase – if at all. With regard to services, where there isn’t a solid competitor, the customer might take a few days to make the purchase due to scheduling or coordinating with other parties. Retargeting can be extremely helpful to alert the customer of a saved location in the funnel or a previous item searched.
- Customer Engagement: Engaging with your customers across your site can take away the coldness of online contact and replace it with warmth of personalization. It can also add a sense of urgency to your cart or communicate other messages or actions to your user that will encourage them to move through your funnel. Implementations such as these can greatly enhance customer retention and help to lower cart abandonment.
Running experiences at 100% are fairly easy, especially if you are already utilizing a testing engine. This technique is sometimes referred to as "virtual implementation" whereby instead of playing a test experience out vs. control in a split test, you remove the control aspect and migrate all the site traffic over to the new experience.
Some testing platforms have this feature built into their engine. Here’s an example from Monetate: Just select Experience instead of Test. Each platform that has this feature has different ways to enable this or may refer to is as something else. Contact your vendor in order to set up a 100% traffic experience.