20Jeans’ social connect buttons are clearly displayed, but not intrusive. During my first visit, I liked the retailer’s Facebook page, and within minutes a friend commented saying that they loved the website and had already purchased. This social validation was key to keeping me engaged, further evaluating the brand and its products.
The next day, I received a Facebook offer from 20Jeans within my news feed: A free tie with any purchase made within the next two weeks. With this timely effort, 20Jeans retook mindshare, utilized a promotion that did not devalue its brand, created a compelling event, and drove me back into the shopping funnel.
Know Me: A returning visitor, who is coming back due to a compelling offer.
Take Action: Online consumer-brand relationships are no longer simple, linear transactions (discover/consider/convert). While social media can absolutely play a role in a customer’s purchasing decision, it can also be a distraction. Leverage social as a way to continue a conversation off-site. When consumers are on-site, use the available data to know where they are in the funnel, what role social has already played, and then determine whether to be more or less overt with social callouts.
Sell “Life After Conversion”
A trend I’ve heard about from a few retailers in the fashion space centers around bringing a product to life. When shopping, a website visitor is no doubt considering “who am I, what am I shopping for, and how would it look on me.” While some retailers have begun to help answer these questions by deploying user-generated content—actual customers wearing said products—20Jeans offers a “Shop by Look” section. The site clearly serves multiple, perhaps drastically different personas; for example, fashionable college guy versus young professional working in a business casual office setting.
Know Me: A returning visitor, who has browsed a specific product set over a time interval but has yet to purchase.
Take Action: Marketers in every vertical need to clearly portray the vision of “life after conversion”—how much fun will be had in the hotel I just booked, the financial freedom I’ll have thanks to the credit card I just applied for, or how great I’ll look in the shirt I just purchased.
With the knowledge that I have spent considerable time browsing oxford shirts and ties but have NOT purchased, 20Jeans could move its “professional” looks to the forefront of my experience, helping me to envision the look they know I am trying to portray, and more prominently calling out sizing details (providing useful functionality at a key stage). Likewise, for those visitors who have already purchased and are comfortable with 20Jeans’ sizing, the retailer could utilize the same real estate in a different, more relevant way.
Customers routinely use different devices to accomplish various tasks over multiple days within the buying process. Do not miss out on a key point in the consideration stage by deploying a site experience that is NOT optimized for tablet.
Know Me: A returning visitor, using a tablet, and who has browsed specific products over a time interval but has yet to purchase.
Take Action: For tablet users, 20Jeans enabled click-to-hover functionality that mimicked the experience I encountered on its desktop website, making it extremely easy for me to continue my leisurely browsing. Without this consistency, I likely would have left the site, assuming that I would pick up at another time on my laptop… and probably would have forgotten. In that case, how many more resources would 20Jeans have needed to re-engage me?