During a session on digital marketing for a group of traditional leaders of SMEs, I was encountered with an unusual question. “Why digital marketing failures are not impacting us emotionally?” I had to pause for ten seconds to give an explanation. It goes like this.
Imagine you set up a physical store of furniture. During the initial days, you decide to sit at the store to supervise activities and see by yourself what is happening. Out of 10 visitors, 9 people go back without any specific action. As an owner you’d be worried and would look to find out the reason. You are emotional about it. Emotions = some potential action. You might try to change the layout of the store. Be more warm. Greet them with respect. Help them by showing more. Try to understand them. You do everything which can make the visitor feel comfortable.
What happens if you set up a ecommerce store for the furniture business you are into. You set up a website at a low cost. Do some social media promotions. Now you wait for customers. Out of 10 people, 9 people leave the website with no action. How would you feel? You are not feeling ‘personally rejected’. You only see numbers. But remember, those numbers are human. The digital marketing efforts can be successful if we feel about it.
Is the website layout of your new ecommerce store is inviting or cluttered? How encouraging is it for a visitor to feel the trust to buy.
Ask relevant questions like 1) Why people come to my website? 2) Why they stay? 3) Why they leave immediately? 4) Why they stay longer but leave without any action?
If these questions are asked on a daily basis, we are making progress.