The goal of marketing is to bring more customers in, but some of your tactics might be scaring them away instead. Since you spend so much time with your health and wellness brand, it may be hard to see right away. After all, an extra element here and there doesn’t seem like a big deal once you’re used to the landscape. But for customers that are new to your landing page, it might seem like there’s a lot going on.
Here are a few things to look out for to make sure your marketing efforts aren’t interfering with an optimized user experience.
Easy on the Email
There’s a fine line between regular communication with your customers, and overwhelming them with your brand. In one study, 74% of respondents expressed annoyance at being emailed too often by retailers, and 70% of those people said they often felt overwhelmed. Consumers who feel overwhelmed are more likely to end their relationship with you altogether—and all of this could leave a bitter lingering taste of your brand.
For many health and wellness brands, the problem is not defining clear moments to engage with your consumers. It’s important to keep in mind that consumers are receiving your emails on tops of dozens of others. Regularly sending out more than one email a week is probably too much, although there are exceptions.
Look at your open rates to confirm how successfully your emails are being received. If emails that announce one of your best promotions aren’t getting any traction, it could be that your everyday emails have become burdensome. There’s another factor to consider though, and that’s personalization.
Know Your Customer
While it might be tempting to hit every customer with every special offer and promotion you have, it’s probably best that you don’t. One study found that 82% of people wanted to receive personalized offers and some customers, a whopping 66%, were downright offended when an offer was made to them that they weren’t interested in at all.
There are a few ways to accomplish this on your site and through your email campaigns. First, always run site audits. Make sure customers can easily navigate through your site during user testing and pay attention to the offers on your site that get their attention. If you can’t afford a personalized email campaign, you can at least take small steps like sending out your most popular offers.
You can also use loyalty programs to build a better relationship with your customers and offer rewards that allow them to personalize offers for themself. Consider how major retailers, like Macy’s or Kohl’s, allow their loyalty members to choose their own sales day. This gives them control to shop when they need to and select an item they really want. To help drive interest in a new product, consider giving that product away to your most loyal customers. Include a note that thanks them for their loyalty and ask them to consider reviewing it if they really like the item.
Create Fewer Choices
While having several offers might seem like a good thing, be careful not to offer them all at once in the same place. As many as 64% of consumers always or occasionally feel overwhelmed by choice and 54% of consumers admit to abandoning their carts because they couldn’t make up their mind.
There are other elements of your marketing that may compound this frustration—like chat boxes, too many questions before checkout, and offers with strict requirements. You want to make checkout as simple as possible so consumers can get through it before they start to doubt their decisions.
Master Time and Placement
There’s also a right time and place to make an offering. An announcement on your front page makes sense, with a CTA that allows consumers to act on that offer. But constant pop-ups or notifications on your site, while customers are trying to learn more about your brand could run many consumers away. Time your offers well and if you’re going to use a pop-up, use it sparingly and time it so that customers have had a couple of minutes to figure out what you’re all about.
While driving sales is important, always put the user experience ahead of your marketing efforts. A good user experience ensures that people are more willing to spend time on your site, learn about your brand and build up enough trust so they feel comfortable about purchasing something from your company.