Post by account_disabled on Jan 24, 2024 10:18:41 GMT
Often a business that started as a small offline store gradually goes online. The company creates a website, launches advertising on its own or with the help of a contractor. Now customers not only contact the store directly, but also call from online advertisements. Alexander Ulyanitsky, Master of Customer Success Ringostat , tells how to avoid the mistakes that arise with such a change in business model . Reading time 11 minutes Possibility 1: Invest only in what works Opportunity 2: Understand what needs to be improved on the site Opportunity 3: Improve service quality Possibility 4: Show site visitors a relevant phone number conclusions Alexander Ulyanitsky, Ringostat Alexander Ulyanitsky, Master of Customer Success Ringostat I have been working in the customer care department for more than two years .
During this time, I Fax Lists often communicated with representatives of small businesses who started offline. Therefore, from time to time I come across a situation: a company launched a website, placed advertising, but did not change anything in its approaches to sales. Although with the advent of your own site, many aspects become more complicated. One of Ringostat's clients sells industrial heating boilers. Previously, 90% of their business processes took place only offline. Representatives of the company toured existing and under construction buildings in their region and communicated with construction superintendents. This was the first contact with the customer. After testing the waters, they agreed to meet in the office.
There, managers calculated the cost of the heating system and entered into an agreement. Over time, the company opened an online presence and began to promote it through advertising. Now the customer journey can be very different - here are just a few options: the buyer goes to the company’s website from the organic search results, calls to find out the characteristics of the boiler, and orders it; comes to the site by clicking on contextual advertising, looks at the assortment, and then immediately comes to the office; goes to the site directly using the link indicated in the foreman’s business card, then makes an order by phone; stops by to look at the boilers, considers the purchase, and only then goes to the website to find out the phone number and place an order. Even if the site is only a month old, it is capable of generating leads.
During this time, I Fax Lists often communicated with representatives of small businesses who started offline. Therefore, from time to time I come across a situation: a company launched a website, placed advertising, but did not change anything in its approaches to sales. Although with the advent of your own site, many aspects become more complicated. One of Ringostat's clients sells industrial heating boilers. Previously, 90% of their business processes took place only offline. Representatives of the company toured existing and under construction buildings in their region and communicated with construction superintendents. This was the first contact with the customer. After testing the waters, they agreed to meet in the office.
There, managers calculated the cost of the heating system and entered into an agreement. Over time, the company opened an online presence and began to promote it through advertising. Now the customer journey can be very different - here are just a few options: the buyer goes to the company’s website from the organic search results, calls to find out the characteristics of the boiler, and orders it; comes to the site by clicking on contextual advertising, looks at the assortment, and then immediately comes to the office; goes to the site directly using the link indicated in the foreman’s business card, then makes an order by phone; stops by to look at the boilers, considers the purchase, and only then goes to the website to find out the phone number and place an order. Even if the site is only a month old, it is capable of generating leads.