Are you having a hard time converting your website visitors into buyers? If so, you should definitely read this article! In it, I’ll introduce Guided Selling. Guided Selling is a relatively new type of interactive content that can help you increase the user experience of your website and boost your sales.
Sounds too good to be true, right? Take a look at this article to find out what Guided Selling is, why it is important, and what are its main benefits.
What is Guided Selling?
Guided Selling in an interactive experience in which website visitors answer a series of questions about their needs, preferences, and personal characteristics to be automatically guided towards the rights products, features, or sections of your website.
In other words, it’s like having an employee that welcomes entering visitors in your physical shop. The employee will ask visitors what they are looking for and they will help them find it. A Guided Selling experience is based on the same principle. But, instead of having a staff member, you’ll design an interactive experience that will do that automatically.
To do so, you’ll want to create a questionnaire where the answers are linked with your products’ features and characteristics. You achieve that by integrating your product catalog to your Guided Selling experience.
Why is Guided Selling Important?
There are tons of reasons why it’s important to design a pleasant guided selling experience for your website. And most of these reasons are linked with why people don’t buy from your website to begin with.
So, let’s ask ourselves, why do users who end up on your website do not buy from it? Most reasons are linked with the user experience of your website.
By having a Guided Selling experience, you can fix most of these issues. A well-placed and well-designed Guided Selling experience will make your website look professional and trustworthy. Plus, they are also designed to be responsive.
Also, if you have a website with tons of products with low buying involvement (like fashion items, food, etc.), it will be excellent to help your users browse around and save some time. On the other hand, if you are selling rather complex products, like products with lots of features or options like a computer, a phone, or even a SaaS plan, a Guided Selling experience can help you decomplexify it.
A Guided Selling experience can also help customers understand your pricing strategy. You can allow them to change different settings to understand why some products or features are more expensive than others, making your pricing strategy more transparent. Check the simple example below to understand what I mean.
Plus, if you ask the right questions, you’ll really uncover your customer’s needs and preferences. You’ll then be able to show them products accordingly. So, they’ll be confident in the products they add to their basket because they’ll fit more closely what they were looking for.
In other words, a Guided Selling experience can help you simplify steps 2 to 5 of the online buying process and really enhance your customers’ user experience. Hence, boost your sales.
What are the main benefits of Guided Selling?
You have probably noticed that there are lots of benefits of adding a Guided Selling experience to your website. Let’s review the main ones.
1. Uncover your customer’s needs
I can’t emphasize that enough. Guided Selling is the best way to uncover your customer’s needs online. Why? Because you simply ask them lots of questions about their needs and preferences. Plus, if you design your questionnaire the right way, you’ll even be able to discover latent needs, a.k.a needs your customer didn’t realize he had.
2. Higher satisfaction rate
Because you’ll propose products or services that fit your audience’s needs, you’ll have a way higher chance to satisfy them. The problem with online purchases is that sometimes your audience isn’t exactly sure of what they are getting into. They cannot see, touch, or try the product, so there are lots of uncertainties. But, if they are well guided, like with a Guided Selling experience, they’ll have better chances to avoid buying things that don’t quite fit what they were looking for. They’ll avoid making mistakes, and therefore, be disappointed and unsatisfied.
3. Capture attention
Capturing the attention of website visitors is getting really hard. But, by having a Guided Selling experience, you engage your users. Users are more inclined to stay longer on a website where they have to participate actively rather than passively watch, read, and browse. They’ll enjoy replying to questions, and they’ll be curious to see what you have to propose to them.
4. Distinguish yourself from competitors
Most websites are designed in the same way: A home page, category or landing pages, a search field, and product pages. It’s quite boring, really. Having a guided selling experience will simplify this, but it will also allow you to distinguish yourself from your competitors. Because Guided Selling is not widely used yet, you should see that as an opportunity.
5. Reduce complexity
A Guided Selling experience can definitely help you decomplexify your product offering. For example, if you are selling cellphones, not everyone knows what a triple-camera system is. Instead of just mentioning a complex feature like that, you can ask customers questions about their usage and needs instead.
How important is the camera of the phone for you?
- Not so important, I rarely take pictures.
- It’s quite important, but I wouldn’t say the most important
- It’s the most important for sure!
Depending on their answer, you’ll present them different models.
6. Get incredible audience insights
Of course, you’ll want to make sure you collect each participant’s answers for analytic purposes. It’s such valuable information. You can use these insights to find trends in the needs and preferences of the users. You can also find ways to target your audience better. Finally, you can give these insights to your sales team so that they are better equipped in the future.
The 3 rules of a successful Guided Selling experience
Designing a successful guided selling experience is not as hard as it seems. But, you need to keep in mind the following rules!
1. Keep in mind your goal: Enhance the user experience!
A good Guided Selling experience will ultimately boost your sales. But, if you design it specifically for that, rather than to enhance the user experience, you risk hurting the success of this interactive experience.
Think about it, if you visit a physical shop and tell the employee at the entrance you are looking for running shoes. You would be pretty annoyed if she doesn’t show you the running shoes’ section but instead try to sell you the most expensive products of the shop or the products in discount that have nothing to do with running shoes.
It’s the exact same in a guided selling experience. You have to make sure you are showing products that reflect the answers the customer provided you. Don’t let them think they lost their time answering your questions; it will completely ruin their user experience.
2. Keep it as simple as possible
The second rule to create a successful Guided Selling experience is to keep it as simple as possible. This means that you can’t create an experience that takes 15 minutes to complete. Make sure you only ask essential questions and keep it short!
3. Choose where to insert your experience carefully
Finally, be careful in where you want to insert your experience.
- If you want to have one general experience that helps your users browse around, then you can add your experience to your front page.
- If you want to help your customers decide between different products of the same category, add it to the landing page (a.k.a the category page).
- Lastly, if you want to help your user decide between different features of a specific product, add it on a product page.
I hope you understand the power of using a Guided Selling experience on your website now. Also, if you want to go even further in this path, you can think about combining your guided selling experience with chatbots. But, that’s really if you want to take things to the next level. Also, lots of people think Guided Selling is only good for B2C companies, but it’s not true! It can also be very beneficial for B2B companies.
In any case, designing a Guided Selling experience is not as hard as you might think. On Dot.vu, we already have ready-to-customize templates. You’ll simply have to decide which questions you want to ask your audience and change the design of the template to fit your brand guidelines. Learn more here!