STRATEGIES THAT DRIVE CONVERSION FOR ONLINE RETAILERS.
With all of online marketing complexities, all marketers are really following one goal to increase conversions. The challenge of chasing conversions, however, is that every consumer is different and requires a different approach. For instance, one consumer may conduct a search for an LED television and purchase the first item that appears in Google's Product Listing Ads, while another consumer could conduct the same search but continue to do more research like accessing out consumer reviews or promo codes before making their final purchasing decision. Analysts believe that this is why it is essential for marketers to approach conversion from different processors during their acquisition efforts, four of which are highlighted below.
The first procedure is attention. In this stage, it is believed that marketers should aim to create awareness around their brand and bring the attention of their consumers.There are lots of means brands can generate awareness in the attention stage. This could be in form of incentive.Research has shown that incentive leads lots of consumers to proceed beyond window shopping. Although, it is necessary that brands that are trying to gather more attention for their brand, only promote their firm to like-minded consumers.
Secondly,to successfully push consumers through the sales cycle, marketers need to sustain consumers attention with interesting, helpful or informative content.
This is as important as making effort to persuade consumers that they desire a particular product. In this stage, marketers are aiming to convince consumers that they want or desire a specific product or service. For example, it is likely that a retailer knows that a consumers loves a particular product because of his browser history and online character. Because of this info,the retailer delivers a video ad in a twitter feed of the consumer which is relevant to the kind of product the consumer loves. In this case,the retailer is certain that ,not only is the age relevant, but it also fits into the desire stage because the video shows reasons why that retailer's brand is better than others.
The last but not the least is action. To increase conversions, marketers must lead consumer towards taking action during this stage.
