Responsive Design

‘Responsive’ designed website

*In a Teradata survey of 1,500 marketing and communications executives, 90 percent of marketers believe that individual one-on-one personalization is the future of marketing.

Technological advances are making it possible for businesses to interact with consumers in a more intimate way than ever before and enabling them to tailor marketing, sales and customer service to individual preferences.

The following are a few one-on-one marketing tactics you can use to boost your online customer engagement.

Responsive Design

With the rise of mobile devices, using responsive web design that adjusts your displays to individual customers using different screen sizes and browsers has become imperative for maximizing your marketing leverage. However, while 82 percent of webmasters responding to a Google poll think they’re already using responsive design, only 18.7 percent of the top 10,000 sites actually are. This number drops to 11.8 percent among the top 100 sites, claims an Akami survey. Blue Interactive Agency provides a checklist of elements you should check to make sure your website is responsive to individual visitors. These include touch-friendly buttons, visually engaging navigation features that accommodate all devices and browsers, images and files that load quickly, readable text on all screen sizes and mobile search optimization.

Interactive Features

Adding interactive features to your site can increase one-on-one user engagement. For instance, T-Mobile’s site provides a shareable, interactive quiz to help users select mobile-related holiday gifts. This tactic opens conversations with individual visitors and attracts traffic from others in their network. Other interactive features you can use include automated mailing list subscriptions, polls, feedback forms, discussion forums and contests.

Self-Service Options

Offering self-service is an automated way to provide one-on-one customer attention. According to a Nuance Enterprise survey, 67 percent of consumers prefer website self-service to other customer service options. In addition, 91 percent would use an online knowledge base if it were available, and 40 percent only contact customer service after exploring self-service options, explains Coleman Parkes research. Adding self-service options, such as FAQ answers and expert system menus to direct inquiries toward your knowledge database, improves your customer satisfaction and lightens your customer service load.

Live Chat Support

Forty-nine percent of users identify live chat as their preferred customer service medium for handling online shopping questions, a Software Advice survey found. Live chat tools, such as Intercom, are ideal for supporting one-on-one inquiries from prospects and customers who need to look at their screen while talking to you in order to supply details such as order numbers, account information and tech support details. Adding live chat support can increase the number of customers who complete the shopping cart checkout process, as well. According to Forrester, 57 percent of customers are likely to abandon purchases if no help is available to answer questions.

Customized Sales Strategies

In today’s market, your customers may find your site on their smartphones, use their desktops to place an order and follow up on their tablets for customer service. Providing a consistent, personalized experience across all these channels increases your sales results and customer satisfaction. Over half of consumers spend more on retailers who make product recommendations or display customized ads based on browsing or buying history, and nearly half buy more from companies that send customized emails, a MyBuys study found. Using a CRM solution lets your sales and customer service team share information to provide your customers with consistent, customized service across all channels.