How to increase the conversion rate in sales with Qualifio?
Drive-to-store and store-to-web strategies
During this session, our Customer Care Manager, Leon Termote, explained how to increase your conversion rate in sales with Qualifio. In this article, we’ll go over some examples of campaigns and analyse how they use drive-to-store and store-to-web strategies.
👉 If you prefer to watch the 30-minute webinar replay, it’s right here.
“The digital and physical worlds are starting to come together more seamlessly – it’s only the tip of the iceberg in terms of what’s coming.”
Mark Parker (Nike)
How to increase the conversion rate in sales: a bit of theory
Dynamic content is content that changes based on the behaviour, preferences and the users’ interests. This personalised content is based on the data you collected on that particular user. Research has shown that dynamic content increases the number of times a page is viewed by up to 4.5 times.
Customers are increasingly expecting dynamic content, and this is not only for B2C, but also for B2B. Indeed, 91% of B2B buyers prefer to consume interactive and visual content rather than static one.
The top of the sales funnel is always the centre of attention. However, numbers indicate that if you continue to give your customers, be it B2C or B2B, more dynamic content, you can have a 50% increase in click-through rate, a 55% increase in conversion rate and even an 80% increase in completion rate. These numbers clearly show that even when your leads become prospects and are in the middle of the funnel, it is important to keep going!
The coupon redemption rates are 4x higher when customers have to do something in order to earn their coupon, like taking part in a contest. Roughly 20% of your customers will buy in reaction to post-purchase offers or other reactivation offers after conversion. By using games like the ones in Qualifio Engage, customers will be more likely to use their coupons in-store or in the online shop, thus increasing your conversion rate in sales.
In Qualifio Engage, there are three types of promotional mechanisms:
External to Qualifio Engage
- 1️⃣ E-couponing: you can integrate personalised discount coupons from HighCo (Belgium), Sogec (France) or ClearOn (Sweden) directly into your campaigns.
Generated on Qualifio Engage
- 2️⃣ Unique codes: you can distribute these on the welcome or exit screens of your campaigns. E.g. SUMMER001, SUMMER002, etc.
- 3️⃣ Discount codes: the same code is used for all customers, e.g. SUMMER10.
How to increase the conversion rate in sales: some examples
Brico & BricoPlanit’s Advent Calendar
Brico launched an Advent calendar by printing QR codes on leaflets available at every shop register. A specific game and set of discount codes for future purchases were available every day, as well as prizes at the end of the calendar. This is an excellent way to increase your conversion rate in sales.
Purina One’s personality test for pet food diagnosis
Purina One offered an immersive and fun in-store experience. Passers-by could play a personality test with questions about their pets’ age, size and breed. Based on the answers, specific exit screens recommended the best nutrition type. The personality test is one of our most popular formats, as it yields the highest first- and zero-party data collection rates.
Nespresso’s Black Friday registration form
For Black Friday, Nespresso decided to shower their participants with promo codes and discounts for the early birds who signed up for their newsletter via a registration form. That way, customers were informed in advance of when the promotion started. This technique is interesting because customers were drawn to either the store or to purchase online.
Nescafé’s form on a recipe page
Nescafé created a landing page with a recipe where customers could watch a video, go through the ingredient list, and were offered a discount on the product. In the form, they included questions to identify the coffee preference of the customer — an excellent way to segment data for further use. This form had a +60% completion rate!
Pedigree’s survey for customer feedback & ambassadorship
Pedigree launched a survey with three objectives: collect feedback, boost sales and promote ambassadorship. The company asked their customers to take part in a 4-week trial of their products and give their feedback. But before being selected for the trial, participants had to fill out a form with questions about their pets, a good way to collect zero-party data for further segmentation.
Hönö’s bread game
Pågen, the Swedish bakery, launched a memory game. The winners could receive a voucher for a free sample of Hönö bread to be used in-store. Letting your customers play a game to win your products is always a great idea to remind them of your products. This is a good example of a campaign you could launch to increase your conversion rate in sales.
The French football club LOSC decided to involve their supporters by asking them to select a song to play during the warm-up sessions before their games. The person whose song was selected had the privilege to have their name on the giant screens. This example shows how to engage your community, giving them a sense of belonging and using their suggestions for an event.
👉 Discover how LOSC recruit new supporters with Qualifio Engage and how Valencia football club monetise and grow their community.
MARCA, a Spanish national daily sports newspaper, launched a survey with questions on how the participants would rank the Spanish team. This survey was highly successful, with +70k participation in only one day and +175k votes for the best player. The survey results were later printed on the newspaper’s print version due to the excitement they created. This most probably resulted in a great conversion rate in sales.
WellPet collaborated with Pets&Friends to launch a catcher game with three objectives in mind: engage their existing community, generate leads and boost sales with a promotional code. The game was entertaining and addictive and ended with a promotional code for a 15% discount communicated on the exit screen after the game and form.
Dynamic and interactive content can help your business by increasing the conversion rate in sales either in-store or online. Remember, your customers are more likely to use their coupons if they have to participate in a contest than if you hand out discounts 😉 Interactive campaigns will boost your sales and engage your audience, thus killing two birds with one stone. Make sure you don’t miss out on this opportunity.
And if you want to watch the webinar replay, it’s right here!
👉 Like this type of content? Do not hesitate to discover our previous “Inspirational Thursdays” session about sponsored campaigns.