5 ways to get a customer to talk
We took 5 basic settings of the feedback widget and conducted a study to find the key to increasing the conversion through feedback. The presented research results helped to better understand the consumer.
Shot from the movie "The game on the slide."
Hopefully, they will also contribute to your selection of motivation for site visitors, thereby helping themselves to increase the conversion rate and the number of leads from the site. Enjoy reading!
There are many methods to attract the attention of site users and ways to motivate them to call or write to you. We have already written about the best of them in the article, here . “But which methods are most effective in our product? What brings customers greater results? ”- these are the questions that plagued our team, to which we decided to find the answers!
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For a month we collected, analyzed data of 2800 resources of our clients. For the full result in the selection process, the following criteria were used:
• High attendance (considered only sites from 7 thousand visitors);
• The difference in the themes of sites and appearance;
• Using advertising channels: Direct and / or AdWords, email newsletters.
It is worth noting that during the billing period there were no changes on the site, in addition to changing the settings in the widget. During data collection, we analyzed the frequency of use of individual options and conducted a comprehensive comparison of performance, evaluating the conversion to calls through the widget.
Tips
So that the user can quickly navigate the site and immediately pay attention to the possibility of feedback, you should use visual details on the WCF and company contacts, for example, arrows on the page indicating the feedback form, or focus on the color of the communication button (It should not merge with the site but, on the contrary, stand out against its background). We suggest customers use motivational tips for the call button.
In your personal account, you can specify up to three short interactive messages, successively replacing each other. For example: “The call is absolutely free”, “Learn about special promotions”, “Get 10% discount after the call”, etc. According to the results, 62% of our customers use the “Tips” setting for the widget. For the first month, the difference between the sites before using the prompts and after was plus 16.3% to the conversion.
Individual offer
Sites that use personal calls to the user, show the best results. In our personal account, this option is used by 39% of clients. These sites have the highest sales through a widget among the sites studied (the average difference in the conversion of traffic into calls reaches up to 11.6%).
With the help of the “Hashtags” setting, clients can create several text variants, selecting each one for a specific group of target audiences. By tying a message in the widget's pop-up window to the traffic source, you can personalize the appeal to the audience as much as possible.
For example, if a visitor searched for “Nissan Almera” in Yandex, read about the car on the forum or in the company's blog, then when he gets to the site, the widget will turn to him with the proposal that is most interesting for him at the moment: “Looking for Nissan Almera? We know everything about her! Let us call you back and answer all the questions? ".
Company `s logo
The option "Add logo" is quite popular among all types of clients. 89% of customers use this feature and place a logo or banner ad in the system.
Widget with the logo fits in well with the design, increasing the credibility of the system and warming the interest of customers if there are discounts or special conditions in the banner. However, it is worth noting that there was no strong difference in conversion (Less than 2% in favor of the option).
Data Protection and Security
If a site visitor is not sure that the service you offer is safe, he will refuse risks. The guarantee of the safety of the entered data on the contrary contributes to an increase in the user’s trust threshold.
A / B testing revealed that the appearance of the inscription “Free and confidential” in the form of feedback brings an increase in conversion of up to 26.7%. And this is a direct confirmation of the hypothesis of the security needs of the site visitors.
96% of our clients have this option enabled in widgets.
Interaction bonuses
Pointing to the client on the specific advantages of the company (USP), you can attract attention and keep the visitor on the site. And with the help of information about free lessons, delivery, book, discount, you can achieve the target action (subscribe to the newsletter, leave the CP, call the company). The visitor will receive an interesting offer, and you - an interested leader from the site.
29% of customers using discounts, promotions and gifts in a widget received up to 83% of calls through the feedback form. A survey of focus groups of 100 large customers confirmed that promotion is the most effective method of collecting leads, because 7 out of 10 customers who called have asked for the proposed benefit and were ready to buy the product.
The results of the study showed that each of the options considered in its own way influences the further behavior of the user, helps you to establish contact with the site visitors, and a competent combination of several options is the key to successful conversion of traffic into leads.
Promotional PS
Feedback systems are designed for companies that are constantly developing their business and caring for customers (Read more here ). With us, you will receive a guarantee of the quality of communication, the ability to easily manage settings and analyze all available data about site visitors. Usually the test period of the feedback system is 7 days , but for those who have read the article to the end, we will provide a month of free use ! To do this, you just need to say a special code word " Habr " to our manager after registering on the site .
Shot from the movie "The game on the slide."
Hopefully, they will also contribute to your selection of motivation for site visitors, thereby helping themselves to increase the conversion rate and the number of leads from the site. Enjoy reading!
There are many methods to attract the attention of site users and ways to motivate them to call or write to you. We have already written about the best of them in the article, here . “But which methods are most effective in our product? What brings customers greater results? ”- these are the questions that plagued our team, to which we decided to find the answers!
')
Experiment on living people
For a month we collected, analyzed data of 2800 resources of our clients. For the full result in the selection process, the following criteria were used:
• High attendance (considered only sites from 7 thousand visitors);
• The difference in the themes of sites and appearance;
• Using advertising channels: Direct and / or AdWords, email newsletters.
It is worth noting that during the billing period there were no changes on the site, in addition to changing the settings in the widget. During data collection, we analyzed the frequency of use of individual options and conducted a comprehensive comparison of performance, evaluating the conversion to calls through the widget.
What got
Details about the details
Tips
So that the user can quickly navigate the site and immediately pay attention to the possibility of feedback, you should use visual details on the WCF and company contacts, for example, arrows on the page indicating the feedback form, or focus on the color of the communication button (It should not merge with the site but, on the contrary, stand out against its background). We suggest customers use motivational tips for the call button.
In your personal account, you can specify up to three short interactive messages, successively replacing each other. For example: “The call is absolutely free”, “Learn about special promotions”, “Get 10% discount after the call”, etc. According to the results, 62% of our customers use the “Tips” setting for the widget. For the first month, the difference between the sites before using the prompts and after was plus 16.3% to the conversion.
Individual offer
Sites that use personal calls to the user, show the best results. In our personal account, this option is used by 39% of clients. These sites have the highest sales through a widget among the sites studied (the average difference in the conversion of traffic into calls reaches up to 11.6%).
With the help of the “Hashtags” setting, clients can create several text variants, selecting each one for a specific group of target audiences. By tying a message in the widget's pop-up window to the traffic source, you can personalize the appeal to the audience as much as possible.
For example, if a visitor searched for “Nissan Almera” in Yandex, read about the car on the forum or in the company's blog, then when he gets to the site, the widget will turn to him with the proposal that is most interesting for him at the moment: “Looking for Nissan Almera? We know everything about her! Let us call you back and answer all the questions? ".
Company `s logo
The option "Add logo" is quite popular among all types of clients. 89% of customers use this feature and place a logo or banner ad in the system.
Widget with the logo fits in well with the design, increasing the credibility of the system and warming the interest of customers if there are discounts or special conditions in the banner. However, it is worth noting that there was no strong difference in conversion (Less than 2% in favor of the option).
Data Protection and Security
If a site visitor is not sure that the service you offer is safe, he will refuse risks. The guarantee of the safety of the entered data on the contrary contributes to an increase in the user’s trust threshold.
A / B testing revealed that the appearance of the inscription “Free and confidential” in the form of feedback brings an increase in conversion of up to 26.7%. And this is a direct confirmation of the hypothesis of the security needs of the site visitors.
96% of our clients have this option enabled in widgets.
Interaction bonuses
Pointing to the client on the specific advantages of the company (USP), you can attract attention and keep the visitor on the site. And with the help of information about free lessons, delivery, book, discount, you can achieve the target action (subscribe to the newsletter, leave the CP, call the company). The visitor will receive an interesting offer, and you - an interested leader from the site.
29% of customers using discounts, promotions and gifts in a widget received up to 83% of calls through the feedback form. A survey of focus groups of 100 large customers confirmed that promotion is the most effective method of collecting leads, because 7 out of 10 customers who called have asked for the proposed benefit and were ready to buy the product.
Total
The results of the study showed that each of the options considered in its own way influences the further behavior of the user, helps you to establish contact with the site visitors, and a competent combination of several options is the key to successful conversion of traffic into leads.
We recommend to read "As our customers increased the conversion rate." Go to
Promotional PS
Feedback systems are designed for companies that are constantly developing their business and caring for customers (Read more here ). With us, you will receive a guarantee of the quality of communication, the ability to easily manage settings and analyze all available data about site visitors. Usually the test period of the feedback system is 7 days , but for those who have read the article to the end, we will provide a month of free use ! To do this, you just need to say a special code word " Habr " to our manager after registering on the site .
Source: https://habr.com/ru/post/307460/
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