We all know we need a website, but why? And why is it not generating sales?
The early days
The world wide web went live in August 1991 with the first website (W3 Project) being published by CERN in 1992. The 90’s saw some commercial use of the internet. Companies such as MTV were able to pay the significant costs involved in simply putting a landing page up.
The decade ended with the markets pricing in huge upside potential of the internet for investors and the dotcom bubble formed and burst. The NASDAQ grew from 2000 points to almost 5000 points in 2 years and back down to 2000 points the following year.
This was not necessarily irrational exuberance on behalf of investors. Many dotcom companies with great products went out of business due to lack of cash. (The NASDAQ now sits in excess of 12000 points).
From a sales and marketing perspective, the problem in the early noughties was simply a question of timing. Customers had slow internet speeds, they had to connect using a desktop computer and web pages were static. The User Experience was unattractive, inconvenient and was not interactive.
Web2.0 – the communication explosion
By the late noughties, Web 2.0 had provided interactive sites, the internet had gone mobile with the launch of devices such as Blackberrys, the Nokia Communicator and later, in 2007 the iPhone. Social media had provided a reason for customers to connect to the internet many times a day. The big question towards the end of the decade was how to monetise social media. The Facebook platform had 600 Million users and by 2014, one billion websites were online. The internet was the most convenient place to research pretty much anything, including purchases.
This background is important to current online sales and marketing strategies. The fundamentals of human behaviour have not changed. We want convenient, attractive and interactive experiences. The majority of websites offer the first two of these but do not provide the interaction that made the social media platforms so successful. To use a high street analogy, the shop is displaying its goods and services but there is nobody at the counter. This is fine for low involvement self-service purchases. However, when the customer wants help to make the right decision, they are left to continue researching elsewhere.
“They can leave their details” I hear you say. They can, but more often than not, a customer will move onto your competitors website before they consider offering up their contact details. Internet users are fearful that data collected by app or webform will be used for other purposes. Topically, 84% of UK citizens believe their contact tracing data will be used for other purposes. (uktechnews.co.uk)
“We offer a phone number they can call.” Millennials hate phone calls. They find them invasive and “In a world where their messages and emails and DMs pile up, they are at least afforded somewhat of a buffer when given time to respond on their own terms” (forbes.com)
“What about adding a chat service? The social media companies offer messaging services to their users. And chat can be retro-fitted to any site. Problem solved!” …not quite. A bad chat service that simply sends an email to the company or worse, does not get answered, can do harm to your brand. Unfortunately that is what managed chat services offer today.
There is a solution to this problem, developed in the UK specifically for selling high involvement services to online visitors. Herefordshire based c4b.live provide a software solution and reception team that qualifies visitors to your website before paging your sales team to join the chat. There are no apps to install and no usernames to remember. Results have been outstanding with enquiries doubling and conversion rates increasing.
Enquiries increase because it is convenient to launch a chat whilst researching. Conversions increase because it’s your team that sell your service. By capturing the visitor earlier on their purchase journey, it is likely they end their search and book a visit or a viewing. They have had a great experience, had their questions answered and have a next step to take. Their work is done!
C4B qualify more thoroughly than any other managed chat service whether or not your team are able to pick up.
Further, C4B guarantees that your online sales will increase by adding C4B Connect to your website. It will generate more leads and conversions than any other managed chat service.
For more information, contact James Lloyd on 07710 311577 or chat with us on www.c4b.live