How big companies are using their websites to create customers

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Let’s start 2019 with a bang. This is the year that as event managers, you’re going to tear up the rule book and do things differently.

And the best place to start is with your customers. We know you’re already doing a fantastic job for your customers, but there’s never any harm in asking whether you could do more.

Insure Our Event put customer experience as priority number one. As a digital-first customer, this starts with our website.

Without a good customer journey, you cannot hope to sell any product, whether that’s tickets to your event, or in our case, event insurance. Websites aren’t like physical shops. Shoppers have FAR more choice online and will leave your site for another if you don’t meet their needs.

Without a good customer journey, you cannot hope to sell any product, whether that’s tickets to your event, or in our case, event insurance. Websites aren’t like physical shops. Shoppers have FAR more choice online and will leave your site for another if you don’t meet their needs.

It’s important to understand your customers and what makes them tick.

Here are four examples of e-commerce sites that we think have got it pretty spot on.

Asos

Clothing retailer Asos has included a video catwalk for customers to get a more realistic idea of what the clothes look like when worn.

How does this apply to events?

Asos has identified a barrier to purchase for its users and created a simple fix. Customers would rather be able to try clothes on, but as that’s an impossibility online, Asos is essentially ‘trying them on for them’. In order to convert more visitors into paying customers, you have to understand what would stop them from ordering.

Amazon

Amazon has an option for regular customers to buy items with 1 click.

How does this apply to events?

Whether you’re in a retail store, or shopping online, the general rule is that the easier the process for the customer, the more likely you are to sell. It’s why shops install escalators to bring customers into their shop, but make them walk down stairs to get out again.

When you’re selling tickets for your event, make it as easy as possible. Don’t make anyone jump through hoops.

Club Insure

Specialist sports and social club insurance broker, Club Insure, made an enquiry form the main focus of its homepage

How does this apply to events?

The end goal for customers on Club Insure is to fill in a contact form and get a quote. So what’s the point of going round the houses to get there? If you know why customers have come to your site, don’t send them to a hundred different pages before they can reach their destination.

Satsuma Loans

Loans company, Satsuma, has a repayment calculator on their homepage.

How does this apply to events?

This is actually a good idea in two ways. Firstly, it’s interactive, so it gives the customer a reason to stay on the site. But more importantly, it’s a trust factor. Before visitors can purchase tickets to your event, they need to know that everything is legitimate. The emphasis is on you to show why it’s not a mistake to purchase on your site.

If you’d like any help or advice on improving the journey for your customers, feel free to send us a message on social media. We’re always happy to help!

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