Introduction
People have become increasingly fashion conscious which also applies to fragrance businesses. They are choosing to buy new and premium types of scents in everyday life. The fragrance industry is a highly competitive and dynamic market and brands are persistently trying to leave a mark and gain maximum customers. Rather than just acquiring customers, brands should focus on retaining the existing ones. Only then, they will be able to optimize the conversions and get maximum out of their marketing strategy.
If you are into the fragrance business looking forward to optimizing the conversion rate, this article is for you. Let’s start…
How to Yield Maximum Conversion Rate For Your Fragrance Business?
1. Simplify the store navigation and checkout process
Your store layout is the most important aspect when it comes to optimizing conversions. Make it easy for your customers to navigate through your website and complete their purchase. Increase the likelihood of conversions by reducing the steps in the checkout process. Give the customers multiple payment options, including Buy Now, Pay Later. Also, implement options like Buy Online, Purchase In Store (BOPIS), Reserve Online, Pickup In Store (ROPIS), and Buy Online, Return In Store (BORIS). It will give customers flexible purchasing options that will further uplift your conversions.
2. Personalize the communications according to the user preferences
Understand your customers and personalize the communications according to their preferences. Fragrances are profoundly attached to a person’s personality and emotions. So, you should try to create impactful marketing communications in line with the user’s likes and dislikes. Doing so will help in turning casual shoppers into brand evangelists.
3. Use Social Proof In Your Messaging
Include user testimonials and reviews as social proof in your messages. It will boost the conversion rate by building brand loyalty. You can also incorporate user-generated content in your emails and social media posts. This approach inspires more users to purchase from you ultimately contributing to conversion rate optimization.
Here’s how Bath & Body Works included social proof in their email newsletters.
Source: Milled
4. Offer combo products
Create attractive bundles of your fragrance products to increase the average order cost and offer more value to the customers. It will also let the users save more money, thereby shaping up a win-win situation for everyone. Introducing the customers to a new product in the combo offer will increase the possibility of generating repeat orders. As it will help you get more exposure, it will increase the overall conversion rate too.
Source: Dior
5. Create an omnichannel marketing strategy
Customers interact with your brand across diverse channels, both online and offline. It is quite likely that people check your products online and choose to buy from the store outlet. Alternatively, users might have visited your social post and then ended on your website or app. You should have a consistent tone to strengthen the brand recall and make users instantly connect with you.
6. Automate the marketing operations
Send triggered communications according to the actions taken by the customers. For example: If a customer has added certain fragrance products to the cart but not completed the purchase, send out cart recovery messages. Remind the customers of products they have forgotten to buy. You can incentivize the customers with a discount or a freebie to encourage them to checkout.
Additionally, re-engage the dormant customers with winback campaigns. “We miss you” emails would work wonders to bring them back. Transactional emails related to the order are also great mediums to upsell and cross-sell your products. In case a customer has bought a cologne spray, you can cross-sell mists and body sprays in the “You will also like” section.
7. Let the customers subscribe to their favorite products
Customers are most likely to reorder fragrance products and replenish the stock. Therefore, it would be a great idea to let customers subscribe to their favorite products. It will increase your customer retention rate and brand loyalty.Through subscription offers, you can build a stream of steady revenue for your business, thereby ensuring better profitability.
Scentbird allows you to subscribe to new scents every month at affordable prices. It is certainly a great idea to incorporate in your website and app too.
Source: Scentbird
8. Ask for customer feedback and address their concerns
Send out surveys and feedback forms to understand how your customers are liking your brand. In case there’s anything that isn’t working in favor of the customers, be ready to change it. Address their concerns promptly and resolve them so that they don’t end up switching the brand.
9. Use advanced technology and follow the trends
It’s the era of Artificial Intelligence. Perfume brands have already started applying this technology in every aspect of their business — be it product design, marketing strategy, or backend operations. Brands like L’Oreal have already started using neuroscents to create the most attractive products that are in line with the user’s needs and emotions. Can you imagine Future Society is a brand that has utilized DNA sequencing to recreate the scents of extinct flowers? So, if you are yet to employ these recent advancements to your fragrance business, now is the right time.
10. Monitor all the important metrics
Analyze the metrics like website visits, bounce rate, and conversions to get a clear picture of your business performance. Keep optimizing your strategy according to these reports. It will elevate your business bottom line and give you an edge over your competitors.
Wrapping Up
With dwindling attention spans and access to numerous brands to buy from, it is imperative to track your conversions and keep optimizing it. The fragrance industry is all about conveying sensory experiences. So, your marketing communications have to be designed in such a way that they compel the user to buy from you and keep buying. Just follow the ideas shared above and you will surely create an impressive brand for all the fragrance lovers.
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As Head - Digital Marketing, Zenul leads the marketing and branding at Krish. He brings with him an in-depth understanding of the evolving digital ecosystem and has a proven expertise and experience in strategic planning, market and competition analysis, creating and implementing client-centered, lead-gen and brand marketing campaigns. He has a heart for technology innovation and has been a keynote speaker on various platforms.
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