Performance marketing is increasingly effective at targeting potential customers and driving them to your site. But few companies then go on to leverage that targeting information to succeed with customers once they’re there. If you knew who was coming to your site and why – the jobs to be done while there — you could tailor the experience to increase conversion and boost average basket size while also increasing satisfaction and encouraging retention.
Grocery and big-box retailers have been tailoring experiences in-store to different trip missions such as “stock up” or “fill in” for years, allowing them to drive sales by catering to each trip’s unique needs. What bricks-n-mortar stores generally lack, however, is the ability to identify which customers are on which mission and adjust real-time to those unique needs.
Apps and websites have an advantage over them. Elements of the eCommerce experience (such as the landing page, assortment, product recommendations, headlines and imagery) can be customized to better address the needs of different types of visits and types of people making those visits. Sites are often organized around product lines, but these may not reflect the motivation behind the visit, the reason someone is shopping the site. Should sites instead be organized around the jobs to be done by the visit such as inspire, learn, comparison shop, transact, accessorize, troubleshoot, replace?
Would knowing a visitor’s goal at the time they hit the site allow you to provide an experience that’s better for both the customer and your business? Perhaps some examples can help you see how.
Would knowing what the job is help you to help them achieve those goals faster and easier so they don’t leave without satisfying their mission? Sure, you say…but how?!
Personalize the customer experience
While advertising serves to find customers, your website is the greatest opportunity to win or lose a customer. The experience someone receives is as important as the products or services they seek. Now table stakes, personalization and conversion deserve the same emphasis as acquisition. Every company’s needs are unique, and these capabilities are evolving rapidly. So let us know if you’d like to chat with someone on our Digital Analytics team about the possibilities.