Challenges That All Mattress Brands Face Online
No matter the company’s size or product, there are ongoing challenges in selling mattresses online in the current market. Here are some of the biggest pain points and potential solutions you can implement.
Basket abandonment is a well-known challenge for any eCommerce brand, and the online mattress sector is no different. This issue can increase when dealing with higher-priced items. So what can these brands do to combat this properly?
MattressNextDay’s CEO focused on optimising the company’s basket process. He has fine-tuned the experience by ensuring that customers have all the information and options to help them complete their orders with as little friction as possible. We all know that there are various reasons that consumers abandon their baskets, especially in the late stages.
MattressNextDay has learned that they see a higher purchase completion rate by being as explicit and transparent with consumers as possible. Showing people specifics helps conversion rates. Here are some of the details they are sure to make clear.
- Specifics about delivery and returns
- How their pricing is competitive against other companies
- The post-sales experience/aftercare
- Transparent details of precisely what the customer is paying for
Through analytics, they discovered that some purchases weren’t completed for various reasons and had a shorter buyer journey than was typical. One tactic they use to save the sale is to follow up (if they have the customers' information). MattressNextDay does this by emailing the shoppers’ order information encouraging them to complete their purchase. The email contains a link to the site, which can pick up right where they left off.
Furthermore, MattressNextDay understands that payment flexibility is also key. With the cost of living rising, MattressNextDay is catering to customers by offering alternative payment methods. If shoppers can’t pay the total price upfront, they can use Swedish payment provider Klarna. This service grants consumers two additional payment methods: the first is to purchase their product while organising a payment plan of three instalments. The second is the ability to buy today but pay for it 30 days later. Having these options available gives the consumers control over how they pay, reducing friction and anxiety, leading to fewer abandoned carts.
Providing a Strong Customer Experience Online
Another area that many eCommerce brands strive to improve in is overall customer experience and personalisation. Since MattressNextDay is primarily based online, they understand and embrace the fact that digital communications help support customers with their purchasing journey.
They offer the ability to communicate with their support team through their website’s live chat, phone calls, or even messages through social media. By engaging, they can instil trust and knowledge into shoppers and help them purchase a new mattress with confidence.
Additionally, to drive engagement, MattressNextDay launched a mattress finder quiz designed to help customers find the perfect mattress to suit their requirements based on their sleeping habits and preferences.
MattressNextDay also takes a diverse approach and benefits from an in-person, brick-and-mortar location. With high street retail coming back into fruition now that lockdowns are largely over, people can also pair their online experience with a showroom visit.
MattressNextDay delivers a personalised customer experience at scale, whether customers are online or in person.
What's Next For The Online Mattress Sector?
In addition to a strong focus on environmental sustainability continuing, something else that shows no sign of slowing down is consumers' purchase of high ticket items online. But will customers choose to buy from you? You need to build trust and stand out to be the company that those consumers are buying from.
For any mattress brand to stay ahead and truly give customers a VIP experience they need to shift from a reactive marketing approach to a proactive one. What do we mean by that? Instead of waiting for your potential customers on your site to reach out to you, reach out to them first with the perfect proactive messaging via live chat to engage them in conversation.
Using live chat to have these targeted, meaningful conversations with your site’s visitors can more easily turn them into brand advocates. By adding this single tool to your marketing mix, you can achieve everything that has been suggested so far. Live chat can help you:
- Understanding shopping behaviours
- Stand out in a competitive market
- Overcome basket abandonment
- Provide a strong customer experience
Live chat is the ultimate tool to achieve all of the above and more. We’d love to tell you how you can implement this or optimise your existing process.
Let's talk if you want to see how we can delight your customers and drive conversions like never before.