Delightful user experiences by combining ReMarketing with Website Conversion Funnel Analysis.

In the previous post, we discussed about the website conversion funnel. We saw how a conversion funnel is made up of a series of goals or actions. What do we do with users who are dropping out without completing certain goals? Do we lose them permanently and just forget them.

No, we should never lose and forget the visitors who drop off from website conversion funnels without completing the goals. Since the repeat visitors who have already visited the website are more valuable to the business then the new visitors to the website. More the number of repeat visits, the more valuable the visitor becomes to the business. As we can clearly see below :

Getting new visitors to the website…………..	Getting back repeat visitors to the website……………………
Needs higher marketing spends More expensive	Needs smaller spends Less expensive
More complex Need to perform complex analysis to execute online campaigns across various online marketing channels. Need to design and develop many types of ads, keywords, etc.	Less complex Can be performed easily through direct contact channels like Email, SMS, Voice call or Social Media messaging. Simple messages and not ads are needed.
Requires more staff to Manage various online marketing channels and execute various formats of online campaigns	Requires less staff to Directly communicate friendly customer support messages through customer preferred means like email, SMS, social media or voice call.
More expensive staff Complex online marketing skills are needed	Less expensive staff Simpler customer service/help desk skills are needed

Also after getting the Visitors to the website

New visitors to the website	Repeat visitors to the website
Have lower conversion rate (%) and hence lower revenue per visit	Have higher conversion rate (%) and higher revenue per visit
Most likely to drop off earlier in the conversion funnel before completing  further goals in the conversion funnels	Least likely to drop off earlier in the conversion funnels and are most likely to move deeper the conversion funnel completing further goals in the funnel.
Less likely to complete micro conversions on the website (like viewing Contact Us page or opening a live chat session with customer service agents)	More likely to complete micro conversions on the website

Also

New visitors are	Repeat visitors are
Not profiled to specific customer segments. Difficult to provide marketing treatments (like coupons or deals) due to incomplete visitor profiles.	Already profiled to specific customer segments. Easier to provide the right marketing treatments at the right time due to existence of more complete visitor profile.
Complex to communicate. Preferred communication methods (like Email, Voice call, SMS or social media)  are unknown.	Preferred communication methods are known and are easier to communicate.

From the above comparison of the advantages of repeat visitors over new visitors, it is clear that we need to regularly communicate with those visitors who have already visited the website. 

While communicating with past website visitors and bringing them again to the website is one thing, providing delightful user experiences to the repeat visitors in another thing.  This is where conversion funnel analysis discussed in earlier post becomes very useful.

For each visitor who exited from the website, identify

1. The goals completed in the website conversion funnel.
2. The goals not completed in the website conversion funnel.
3. The exact next goal which should have been reached, before the exit.
4. Preferred methods and timing of communication from the visitor profiles. 

Send out communication to these visitors and bring them back to the site.

Now here comes the customer delight part in the user experience, bring the repeat visitors back to the exact stage in the website conversion funnel, from where they had dropped off in the earlier visits.

                                                        First Visit

                                                                     

               

As seen in the illustration above the user had exited the website exactly before checkout in the first visit. In the first visit itself the user had completed a series of 3 goals in the website conversion funnel, i.e. in the first visit, the user had

1. Viewed the product
2. Customized the product
3. Even added the customized product to the shopping cart      

In the repeat visits, when the users who had dropped off the funnel in earlier visit are brought back to the website by ReMarketing programs, we need to ensure that the status of already completed goals from the previous visit is intact, and the user has to complete only the remaining goals in the repeat visit.

Second Visit

As seen in the illustration above the user need to only checkout and complete the purchase in the second visit. So in the second visit, the user has a short conversion funnel with just 2 (pending) goals to be completed. Since the user has to just complete 2 goals in the second visit, which is checkout and purchase completion the Conversion rates (%) would be very much higher in these second visits.

This is how we can combine Website Conversion Funnel Analysis and ReMarketing to offer delightful digital user experiences with high impact to

• Conversion rate(%) which would increase significantly
• Revenue per visit which would go up
• Costs which would go down, especially expensive marketing spends
• ROI which will increase significantly 

Signature: Roopkumar T.V.