Killer offers are great, but not if the customer then has a nightmare trying to muddle their way through your site to get it. This is why big brands spend so much on getting the online customer journey right, but as the case study below will prove, that is no guarantee. In fact, having a big budget helps, but there are some really simple steps you can take to make sure you get maximum value for your spend.
Here are three simple tips courtesy of Groupon and Costa.
1.) Make it simple to find
Costa’s offer was for a free drink and came in the form of an email that was delivered to me with a simple link and explanation. I didn’t have to look any further than my inbox
Groupon’s offer was a 2 for 1 on tickets to an airshow. I heard about it from a friend, but spend 20 minutes trying to find it on the site, before eventually finding a link from Google. If my son didn’t REALLY love aeroplanes, I’d never have got passed here.
Are you actively telling potential customers about your offers? If so, how easy do you make it for them to act on it?
2.) Make it simple to get
All I had to do to get my free drink was to click on the link in the email. Costa had my information from when I first got a loyalty card (even though I had never used it) and so there was just a nice clean thank you page saying that the necessary points would be added to my card shortly.
When you first arrive on Groupon’s home page you are forced to sign up for their daily offers email, you cannot get past it unless you are an existing customer. Okay, so I sign up and spend 20 minutes searching for the page. When I eventually find it I spend the next 10 minutes clicking every link on the page trying to find out how I can get the ‘Groupon’ that I need to print, before eventually deciding that there is no way to get it and finally looking for the ‘Help’ tab.
3.) Make it simple to ask for help
The Costa offer was so simple to follow that I didn’t need to ask, but when I looked at their twitter feed there were plenty of examples of where they were interacting with customers.
When I eventually found the ‘contact us’ link at the bottom, the page does everything but make it easy to contact them. You actually have to click through to another page via a link hidden on the right. Once I had sent the email, I quickly an automated reply saying that they normally replied in 24 hours. 24 hours later I got another email saying that they were ‘unusually’ busy. When the reply eventually came three days later the ‘copy and paste’ style message was that the offer had expired and that the page would say this (it didn’t) but that they do re-run their ‘more popular deals and this is certainly one of them’, which would have been great if the show wasn’t tomorrow!
Make it easy for customers to contact you with queries via email, phone or social media and if you are going to use automated responses, check that they are correct. Where problems are solved effectively, it can actually increase loyalty, but hell hath no fury like a disgruntled customer!