Providing irrelevant information and spammy marketing messages is making your customers’ lives harder. A study showed that people say annoying ads get in the way of their activities - 19 percent even say they get in the way of sex.
Suffice it to say, spam can be a definite turn off.
The first key step to bringing an end to spam is admitting you may have a problem. The second step? Figuring out what you’re doing wrong and correct it.
Here are three common ways you can (unintentionally) be a bother:
1. Displaying Irrelevant or Already Claimed Offers
Do you offer a free eBook or access to a webinar? Do you offer that same eBook and webinar to every visitor even if they’ve already downloaded it or signed up for it?
Repetition can be a good marketing tactic to sell products or services but when you start berating a customer with the same ad over and over again, it can be a big negative.
Especially if it’s a product or service they already use.
That’s like eating a burger at a restaurant and having the waiter pop up every few minutes to tell you to try the burger. You get it—the burger is great and now you just want to be left alone.
When you visit our homepage, you get greeted with a pop-up offering three eBooks that the visitor has not downloaded yet. Once someone gives their name and email address or if the visitor closes out the offer, that pop-up doesn’t appear again.
Note: We are always testing new messages for the best conversion rates AND user experience.
On the flip side, showing ads that are irrelevant can have the same negative affect that displaying already claimed offers can.
A Business News Daily article stated that irrelevant ads were more annoying that lottery scams, male enhancement ads and scam emails of deceased relatives asking for money.
"Thoughtful marketers have to work to make sure their content is getting in front of the right people, and be careful that their messaging does not overwhelm potential customers and alienate them,” said the eMarketer report.
Irrelevant or already claimed offers can hurt your chances of keeping the customer on board by simply annoying them to the point of dissatisfaction with your product or service. Having personalized content appear in front of the right people can make all the difference.
2. Have a Static Web Presence
If you present the same face to every visitor who comes to your site, you’re doing them an injustice. Offering a one-size-fits-all, static experience won’t help them or you. You need to implement a web personalization strategy to ensure you are presenting only the most relevant information, offers, and message to each visitor.
Analyzing customer interactions and behavior can help you understand their wants and needs, helping with segmentation. Having customers in certain segments categories makes it easier to serve them in a positive way while staying interesting.
For example, take a look at our Resources page. We offer a variety of free reports, but some reports are highlighted with a green checkmark and copy saying “Recommended for...”.
These recommendations are based on the visit behavior of our visitors. If a visitor visits multiple pages or blog posts focused on Conversion Rate Optimization, we recommend CRO related resources when you visit the Resources page. If we determine they are most interested in Customer Success content, we promote that content, etc.
We want to make sure we’re drawing your eyes to the most relevant information possible.
If people see messaging and content that is tailored to them and their interests, it will be easier to increase their level of engagement and can also increase the number of return visitors.
3. Using Email to Interrupt, Instead of Real Time Content to Inform
Too many businesses rely on email to pull people back to their website or app instead of communicating with them in real-time within the app or while on the site. While email is a powerful tool, relying on it completely to boost user engagement could backfire and annoy your users.
Sending an email to notify customers of an upgrade they can apply for, a new policy that you’re about to implement, or just an overview of what is going on with your business can be okay.
However, filling up their inboxes in an attempt to get them to purchase more products or become more engaged can hurt your relationship with them.
The key to your business’s success if offering timely, relevant content to every user. This will keep your customers interested, informed, and engaged.