Marketing Sherpa says ask questions
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Internet consultants may like to consider incorporating question-and-answer (Q&A) functions on their websites, as one company has improved its conversions by doing so.
According to Marketing Sherpa, Abe’s of Maine – a mail-order company that has been operating since 1979 and specialises in electronic goods – experienced a 7.5 per cent conversion rate after it brought in a feature, which proved more effective than other methods.
The news source noted that such a technique was able to deliver a completed transaction incidence that was 114 per cent higher than that engendered by other strategies, such as email newsletters.
“It’s important to provide information to keep visitors on your site – or bring them back to complete a purchase,” the publication observed, adding that the odds of converting sales decline each time users leave web pages to research products.
Director of marketing with Abe’s of Maine Sarah Mishan remarked that the success of including the Q&A option was unprecedented.
During the first seven months of the scheme, over 5,200 questions were fielded by the team, of which 97 per cent were answered, which in turn led to a decline in the number of customer service enquiries received.
And Ms Mishan noted that, for each 100 responses to queries, 70 people return to the website.