Are You Letting Web Marketing Efforts Come Between You and Your Customer?
1. New online customers almost always have other (usually mail) contributing marketing activities. Track and allocate all the activities that result in new online customers.
2. Always call back all new online customers to welcome them, tell them the benefits of dealing with your company, verify the order, assess the potential of the name/site, collect useful marketing database information and encourage a second order. If you can’t do it for every new online customer, at least do it for the highest potential sites. Remember, you only get one chance to make a first impression and that, in the end, “people buy from people.” Also, you should see a 15 to 20 percent increase in AOV from your representative’s up-sell and cross-sell activity and a 10 to 20 percent reduction in return rate (where the customer ordered the wrong/incomplete item).
3. Track your new online customers over time to compare their RFM, one year value and the products they purchase against those of your offline customers. Understand the differences and accentuate the positives while correcting the negatives.
4. Don’t think of your customers as online or offline. In reality, they’re usually a mixture of both and the goal is to determine how, when and why different customers respond to and/or use either communications/order channel.