Tips for Converting Website-Driven Traffic In-Store
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Mark Ryski
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- Measure actual traffic in your brick-and-mortar stores. Forget transaction counts as a proxy for traffic. This isn’t even close to good enough. Every retailer needs to measure store traffic in every location to understand the volume and timing of when consumers are visiting. They can then align staff resources to deliver adequate service levels.
- Compare website traffic to brick-and-mortar store traffic. By comparing online to offline traffic, you can begin to understand the dynamics of web-to-store behavior. For example, if spikes in online traffic precede spikes in brick-and-mortar traffic, understanding the timing and volume of these movements could help you provide a better, more seamless web-to-store experience and fewer lost sales.
- Map and track in-store conversion rates. As vital as measuring conversion is online, it's equally important in your brick-and-mortar stores. Driving a ton of traffic into your brick-and-mortar stores is pointless if it doesn’t translate into sales. Conversion is the only metric that can help retailers truly understand how well their stores are actually performing.
If you want to avoid the in-store pain that can accompany website gain, get your brick-and-mortar counterparts to pay as much attention to traffic and conversion as they do online. Having a high-traffic, flashy website is small consolation if you can’t close the deal in-store.
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