How can you prevent that potential customers won’t buy from you?
You used to be able to just walk into your competitor’s shop to see what happens there, but in the digital arena this is a lot more complicated. You don’t know how many visitors there are, how they experience the website, and you don’t even know how much people are buying. All you know is that your website has 3.2 percent conversion, which also means that 96.8 percent of people are buying elsewhere…
Increasing conversion
So what are you going to do? Do you choose to put your energy, budget, and attention into increasing that 3.2 percent with conversion optimisation, A-B tests, and getting a couple of analytics consultants flown in? You could. Maybe you’ll see a slight increase in your conversion. But you’re only making small improvements and you still don’t know WHY people are not buying from you, but from a competitor.
More potential
At WUA! we believe that the 96.8 percent from the example above is more interesting to focus your attention, energy, and budget on. You’ll have a much higher chance that you’ll earn back your efforts with strong digital revenue and it’s also much more fun. At WUA! we task various target audiences with making certain customer journeys, in free or directed orientation studies. This way, we know exactly what customers experience in different digital domains, including apps of course. This WHY does not need to be a black box; you can find out by focusing on the customer, knowing what drives them, and linking concrete actions to this.
Changes based on customer feedback
The client journeys our respondents make actually yield two results: deep insights into what people think is good or bad about the digital domains they encounter during their customer journeys, AND the best practices that arise from that data. What works and what doesn’t, and how do you change a website in such a way that a supreme customer journey arises? At WUA! we deliver clear recommendations you can really use, actionable insights in good English.
Beating the competition
With the WUA! study you can find out where the areas for improvement are, but we also compare your “grades” (from the Digital Sales Scan) with those of the competition: we call this benchmarking. It helps you use the competition to move forward, learn from the best in the industry, and improve your online performance by letting your digital teams make use of direct customer feedback from our studies.
Our studies show that comparing your performance to the number 1 is very fruitful: for the number 1 is running with the highest preference, 53 percent to be exact. At WUA! we call this: “Winner Takes All”. It means that being the best pays off, and can even be a necessity. This is where our Digital Excellence Programcomes into play.
The very best customer experience
At WUA! we want to help companies to organize the very best customer experience for ALL digital touchpoints, and for ALL customer journeys within those touchpoints. We believe that this can only be achieved by benchmarking and optimising at customer journey level. A visitor often gets o a touchpoint with a concrete goal, and it should be possible to reach that goal in an excellent way. Every day, together with our customers, we are building the most extensive, high-quality online performance benchmark in the world to guide our customers with their roadmap to Digital Excellence.
WUA!’s Digital Excellence Program is a benchmark study that maps the digital service experience in a structural way, in a smart blend of research solutions. The reports delivered by WUA! show both qualitative and the quantitative sides of the case in clear reports with quantitative performance scores on the subjects of Look&Feel, Brand, Offerings, and Findability.
How can you prevent that potential customers won’t buy from you?
So, in conclusion. How can you as a company prevent that potential customers won’t buy from you? By knowing how they experience your website compared to those of the competition, and by implementing improvements in your digital performance in small steps with the ultimate goal of becoming the VERY best in the sector and beating the best. Is it easy? No, not really. Is it possible? Most definitely!
Good luck! We are happy to help!
