According to a customer survey completed by Marketing Sherpa, 72 percent of adults prefer digital communication with companies. Every time someone interacts with your brand, that is called a touchpoint. Any mobile or online interactions between your customer and your company are called digital touchpoints.
Quality digital touchpoints can enhance the customer life cycle and cultivate improved brand loyalty. You can utilize digital touchpoints to improve conversion rate optimization (CRO).
A Multi-Faceted E-Commerce Approach
E-Commerce is projected to account for 13.7 percent of global retail sales in 2019. This projection is expected to reach 17.5 percent by 2021. Digital touchpoints are an important factor to consider when creating a multi-faceted e-commerce approach for marketing your business.
To succeed in business, you need to consistently build brand awareness, generate and convert leads, and cultivate customer loyalty. When you’re not excelling in any of these areas, that can significantly negatively impact your bottom line.
Understanding digital touchpoints and how they can be used effectively to improve your CRO is a great starting point toward achieving dynamic success in your business. You need to identify digital touchpoints in the customer lifecycle and how you can efficiently use them to your advantage.
Seeing The Big Picture Can Make a Difference
Optimizing each digital touch point your customer or lead has with your brand is key to improving your bottom line. However, you need to see the big picture so you can make the most of these digital touchpoints.
This process starts when you get back to the basics. You get three chances to make a good impression with your customers or leads:
- Prior to them making a purchase
- Throughout the purchasing process
- After the purchase is completed
These digital touchpoints need to be great or you could lose a customer. These touchpoints will continue throughout the entire customer lifecycle.
Use Data Analytics To Understand Digital Touchpoints
It’s imperative to monitor digital touchpoints by analyzing data to your website by using Google Analytics or some other analytics platform. When you identify channels such as social media platforms that are directing traffic to your site, you can use these digital touchpoints to improve CRO.
Optimize all customer experiences by making sure you are following a consistent formula across all marketing channels.
- Unique Valuable Content + Consistent Multi-Channel Branding = Quality Digital Touchpoints
Following this formula can improve your CRO by ensuring that your leads and customers are consistently happy with your brand.
Complete a careful review of how your brand is presented throughout all marketing channels to make sure you send a consistent message. Identify which of these channels (such as Facebook, Twitter, Instagram, Pinterest, LinkedIn, or your website) has a higher lead conversion rate. Determine whether or not you have deviated from your brand message on any of these channels. This can be a key component of understanding your current digital touchpoints for your brand.
Examples of Quality Digital Touchpoints
Conversion rate optimization is the main goal. Effectively utilizing digital touchpoints will help you achieve the goal of improving CRO. You know you have three instances where a customer or lead can have a positive or negative experience with your brand.
Now, let’s identify some examples of how you can integrate quality digital touchpoints to enhance the consumer experience and augment the customer lifecycle.
Prior to the purchase – Make sure every experience that a lead or customer has with your brand before they purchase is a positive experience. Create dynamic and engaging content for dissemination through the following digital touch points:
- Social Media Posts
- Blog Posts
- Guest Articles
- Video Ads
- Product Reviews
- Podcast Interviews
- PPC Advertising
- Native Advertising
- Affiliate Marketing
Throughout the purchase – Delivering a negative user experience (UX) will not cultivate customer brand loyalty. Make every digital touch point as exceptional as possible, beginning with the first click-through to your website. Consider some of the following examples of digital touchpoints that will work together to create a superior UX:
- Aesthetic Website Design
- High Website Processing Speed
- Easily Navigable Interface
- Quality Email Support
- Readily Available Chat Bots
After completed purchase – Don’t underestimate the power of positive digital touchpoints after the purchase is completed. Wrapping up the UX with a great experience after they purchase your product or service is arguably the most important step in this process. A great UX means they’ll purchase again. A not-so-great experience means you could potentially lose future sales. Make each of the following digital touch points ones your customers will positively remember:
- Superior Order Fulfillment
- User-Friendly Invoices
- Thank You for Order Emails
- Online Shipment Tracking
- Simple Online Return Process
- Online Customer Surveys
Get Creative With Digital Touchpoints
Once you’ve implemented the previously mentioned examples of digital touchpoints, consider taking a step back from your marketing and lead conversion efforts. This is the part of the process where you can get creative.
Find out what’s working for others in your field and see how you can implement unique digital touchpoints that work best for your brand and integrate well with what you’re currently doing.
Consider implementing some of the following examples of more digital touchpoints that you can use to improve your CRO:
- Reevaluate Your Landing Page
According to a report by Hubspot, brands that have 10-15 landing pages have experienced a 55 percent increase in lead conversion. Now, don’t start creating multiple landing pages and expect to instantly convert leads. You should start with optimizing your current landing page and then create a second page and so on. Remember that quality is always better than quantity.
You can review this list of the top 19 landing pages as compiled by Hubspot to get an idea of designs and content that converts. One landing page they highlight is for Airbnb that personalizes content to show users the amount of money they could earn as a host. Their call-to-action (CTA) is simple and clearly defined—perfect for converting leads.
- Implement a Clear Call-to-Action
Reevaluating your landing page is a great segue to discussing the importance of how clear and simple CTAs improve lead conversion. This is an important digital touch point to get right on your website and throughout all marketing channels because confused leads will not convert.
You can easily integrate CTA buttons linking to your product or service within your content or your blog posts. These buttons can be displayed prominently on the sidebar of your blog and in the header of your website—or wherever they are easily seen within the design of your site. You can place the CTA through text at the end of a blog post or article that you’ve written as a guest for another online blog or magazine.
- Consider Using Popups on Your Site
Some people get frustrated with popups on websites. Other people don’t, and leads actually convert. According to data collected by Sumo during a two year time period, their users have collected approximately 23,645,948 emails by utilizing Sumo List Builder popups. These emails become an invaluable tool for your lead conversion efforts.
Sean Bestor from Sumo shares eight elements that can improve the effectiveness of your popups. He warns of the importance of paying attention to both the content and context of your popups so that your message is well-received and converts leads. Bestor advises that you create a clear headline, or your conversion rate will decrease. Let your brand personality—and what makes your product or service unique—shine through because that generates interest from leads. Find more helpful tips from Sean Bestor to make your popups perform better.
- Integrate a User-Friendly Search Bar
If you don’t already have a user-friendly search bar on your website, you should strongly consider implementing one. This is an important factor in enhancing your site’s user experience. This digital touch point may seem insignificant. However, it provides your site users with the perfect opportunity to easily search your site for specific blog content, services, or product information.
Depending on the website app or search plugin that you use, you will have access to vital search statistics by site users. For example, the Site Search app for Wix provides a search report and SEO insights for up to 60 days for premium accounts and up to 7 days for free accounts. You can review searches based on search terms, content keywords, keyword SEO, and image SEO.
It is important to review this site search information at least two times a month to ensure that you effectively track what site users are looking for. You can review the keyword list and add content that meets those search results. This can help you tailor your site content to improve the UX and increase your CRO.
In Conclusion: Digital Touch Points For CRO
When you fully understand the digital touchpoints for your brand, you can take your business to the next level by effectively improving conversion rate optimization. Start converting more leads into happy, lifelong customers by implementing the shared examples shared. Enhance all stages of the purchasing process – starting with that first exposure to your brand.