Want to keep those paying customers and increase their loyalty to your brand? Don’t stop customer engagement after the checkout! Discover these 5 simple ways to get your post-purchase engagement right. #customerengagement #ecommerce #customerretention
同時也有1部Youtube影片,追蹤數超過643的網紅Dickson Chai,也在其Youtube影片中提到,Campaign : Blissful Together Brand : Auntie Anne's Malaysia Marketer : Dickson Chai Agency : Nil PROBLEM Auntie Anne’s is a well-known International...
increase customer engagement 在 AppWorks Facebook 的最佳貼文
[3 proven ways to increase funnel conversion]
It takes 30 seconds or less for your customer to decide if they want to stick with your product or move on. If you want to increase traffic conversion, you can’t afford not to work on user onboarding, this means crafting an exceptional experience for new users. Scott Belsky, founder of Behance, who also advised Uber, Periscope, and Pinterest with their onboarding, recommends startups to spend up to 30% of their energy allocated to the “first mile” of your product, especially if you have aggressive growth aspirations. During your customer’s “first mile” experience, make sure they understand:
1. [Why they are there]
You are here to find out how to increase conversions, so you keep reading right? Do the same for your customers, reiterate their purpose so they stay engaged and interested in their why. Your customers will leave as soon as they feel alienated or when their actions drifts from their why. By reassuring their doubt about investing time in your product, you have successfully convinced them to stay.
2. [What they can accomplish]
Scott and his team saw a 14% increase in conversion after improving Behance’s onboarding, this had a greater impact on growth than any other new feature for Behance that year. Show the results of your product to your customer. Think beautiful mockups for Sketch, eye catching marketing material for Canva. It’s important to demonstrate what can be accomplished to keep interest, engagement, and commitment for what's to come.
3. [What to do next]
Great! Now you understand how to set up your customer for success, all that is left to do is give clear instructions on the next few steps. They don’t need to know how to use your entire product right away, your goal here is to keep it simple so users can feel successful quickly. Demonstrate your product’s “Aha” moment, bonus points if your onboarding empowers your customers to achieve something rather than showing (how-to videos) or explain (blog post) to them how to use your product. Let your users actually progress towards their goal, let them feel successful and they’ll stick around.
It’s important to keep iterating your “first mile” experience as your audience change from innovators to early adopters and beyond. It’s about being conscious in understanding your new users needs, and design your product experience as it grows beyond power users. New users are not the same over time, you’ll need to address different cohorts of users if you want to successfully cross the chasm.
AppWorks Accelerator is now accepting applications for AW#20. If you're an AI/blockchain founder and want be a part of the strongest founder community in Greater Southeast Asia, be sure to apply: http://bit.ly/30YUIs6
- Jack An
Analyst, AppWorks
increase customer engagement 在 Appier Facebook 的最佳解答
Steal these 3 AI hacks that will not only help you drive customer engagement to increase the time that visitors spend on your website, but also boost your conversion rates. #customerengagement #appierinsights https://www.appier.com/…/steal-these-3-ai-hacks-to-reduce…/…
increase customer engagement 在 Dickson Chai Youtube 的精選貼文
Campaign : Blissful Together
Brand : Auntie Anne's Malaysia
Marketer : Dickson Chai
Agency : Nil
PROBLEM
Auntie Anne’s is a well-known International Brand from U.S.A specializing in baked soft pretzels. The first outlet arrived at Malaysian shores 25 years ago and has since experienced continuous growth in both outlets and customer base.
Sales during the Chinese New Year festive period (January to February) are typically non-peak season with lower-than-average volumes.Malaysians from city areas (where the majority of Auntie Anne’s outlets are located) back to their respective hometowns in sub-urban or rural areas to spend time with the family, traditionally the week preceding and during Chinese New Year. This leads to lower footfall at shopping areas and malls during this window, generating lower transactions.
Auntie Anne’s devised a breakthrough strategy to increase brand presence, awareness and drive customers’ visitation to outlets when doing shopping in malls.
SOLUTION
The campaign’s concept – “Blissful Together”, inspired by “福” (Blissful) – a word commonly used during Chinese New Year seasons which means good wishes and also represents the joy and festive mood associated with Chinese New Year. Creatively combined the brand logo with the word “福”, fusing a Western brand with iconic traditional Chinese element, to become the central art of the campaign, making all customers felt like enjoying a piece of Auntie Anne’s means receiving a “Blissful” wishes from the brand during Chinese New Year.
Campaign’s target audience was Malaysians of all races, all ages, including new and repeat customers.
Auntie Anne’s used an integrated approach to maximise reach and engagement of target audience via relevant touch-points.
Packaging: All packaging were changed into a couplet-like design with Auntie Anne’s version of “福” (Blissful) word on it, spreading the “Blissful” experience to every customer who visited Auntie Anne’s throughout the period.
In-store promotional items: Utilized all potential spaces and real estate within each outlet to display campaign-related in-store items. All collaterals strongly presented the Auntie Anne’s version of “福” (Blissful) word and functioned like couplets display at outlets.
Promotion Scheme: 3 promotional sets and used different “Blissful” levels to represent different promotional sets: i. “So Blissful” – RM8.50 (Original Stix + Any Pretzel) , ii. “More Blissful” – RM9.50 (Cinnamon Stix + Any Pretzel) , iii. “Very Blissful” – RM10.50 (Choco Eclairs Stix + Any Pretzel).
Social Media: Consistent postings highlighting the couplet-like design packaging to bring up the festive mode among audience as well as a reminder to loyal fans and potential customers throughout campaign period.
DELIVERY
On ground:
All Auntie Anne’s outlets turn into “Blissful” outlets by displaying all “Blissful Together” theme promotion materials.
All outlet staffs strongly promote “Blissful” promotion set items with use of “Blissful” name for promotion items: “So Blissful”, “More Blissful” and “Very Blissful” instead items’ original names during the campaign.
Only “Blissful” design packaging was used during the period to pack every product sold.
On line:
The campaign was announced through Facebook and Instagram page by changing the profile photos to display Auntie Anne’s version of “福” (Blissful) word and followed immediately by promotion information post on 1st day of campaign. Facebook and Website landing page cover pictures were changed to “Blissful Together” campaign key visuals to be consistent with the “Blissful” decoration displayed at physical outlets.
1 social media posting was made on Facebook and Instagram platforms on average, every 2.5 days, about “Blissful Together” campaign to maintain the campaign hype and momentum.
PERFORMANCE
Successfully spread “Blissful” wishes to more than 945,000 customers with more than 1,790,000 “Blissful” packaging handed out together with the products sold – exceeding the sales made last year for same period by more than 41,000 units.
A growth in Revenue of 5.6% and growth in number of transactions by 2.7% during the Chinese New Year period compared to last year. Average spending per transaction increased by 2.8% showing the direct impact of the promotional set items sold which encouraged customer’s higher spending or more quantity purchase per transaction.
“Blissful Together” postings gained total of 42,622 reached with in Facebook fan page and 20,438 reached in Instagram during campaign period with ZERO advertising budget. “Blissful Together” first day posting achieved 5% engagement rate which was higher than industry benchmark (3-4%).
Campaign successfully created a new mindset of inclusivity, reminding that festive seasons such as the Chinese New Year can be celebrated by all races through the concept of blending a western international brand with traditional Chinese culture to symbolize joy and fortune during Chinese New Year.