E-commerce Link: Leave No Segment Behind
Melissa is a seasoned, outdoors sportswoman who works in my office. She recently decided to take up a new challenge: rock climbing. She’s planning a trip in a few weeks and already has a few climbs scheduled. Being a novice, she has no idea what kind of equipment and rope she needs for outdoor climbing, so she does what any 20-something would do—she Googles the term “rock climbing rope.”
In her hunt, she surfs through at least two dozen rock climbing ropes, clicks on several pay-per-click banner ads, visits three online retailers—and ends up more confused.
Not one online retailer can answer all or even some of her basic questions, or point her in the right direction for a proper purchase. At least three marketers paid for her click; each of these marketers had the product she needed.
Melissa is the definition of a qualified prospect. She certainly fits into at least a few direct marketers’ target audiences. She not only wants to buy, but is eager to buy. In fact, she earmarked $1,000 for supplies, but her online experience leaves her uncertain that anyone online wants her money.
Melissa ends her shopping excursion by buying at a brick and mortar store; all she needed was some information that an informed clerk was able to share with her in less than five minutes.
This is tragic.
Let’s assume that some of the e-tailers Melissa visited sport the average conversion rate of 2.4 percent. Of the 97.6 percent of unconverted visitors, how many had similar buying needs? Would I be going out on a limb to say 1 percent of those 97.6 percent of visitors just needed a simple buying guide to get resolution for a particular product purchase? If you could convert half of that 1 percent, the conversion rate would jump to 2.9 percent and then only 97.1 percent of visitors would be left on the table.