Beauty Ecommerce Conversion: 4 Tips to Pull Ahead
The beauty industry is more competitive than ever. With online sales growing at nearly 25% each year, nowhere is that competition more fierce than through ecommerce. Mastering the ability to both inform and convert consumers in a personalized way is critical to helping a beauty brand stand out and drive revenue.
Consumers really have more choices than they could ask for. For a brand to stand out and earn their business, they need to give consumers confidence that the products they offer are the best choices for them. Because of its ability to guide consumers, personalize experiences, amplify media campaigns and engage through new channels like voice, conversational AI is one of the best technologies for the job. With all the channels it can assist in engaging consumers, it’s beginning to form a powerful new way for beauty brands to increase their overall ecommerce conversion.
Providing Guidance When Shopping Online
Beauty consumers are among the most engaged and passionate of any consumer group. They’re always open to trying out new things that can improve how they both look and feel. And yet, as brands offer more products to address every shade and every type of need, these consumers are also growing more frustrated and more likely to disengage with brands that don’t offer them a great experience.
70% of beauty consumers are overwhelmed by the number of products they have to choose from and 63% are confused by product claims. Most consumers want to be left alone while shopping – even in-store – and yet 49% say that virtual beauty advisors could help them shop for products, both online and off.
Ultimately, there are limits to how many products a consumer can evaluate or try themselves. Consumers are the first to understand this because they experience it firsthand on a daily basis. As this trend continues to grow, more brands are realizing that simplifying the way they offer their products can not only make life easier for their consumers, but also make it easier to convert those consumers over to their brand.
The best way to achieve this is with a conversational AI-based virtual advisor. By deploying a virtual advisor on your brand or retail website, you can make it easier for consumers to discover products, get recommendations and understand why they’re right for them – all without having to do all the site navigation and research consumers are usually stuck doing alone. This kind of experience leaves consumers more satisfied, but it also leads to 30% higher average revenue per user when compared to a traditional ecommerce website visit.
Go One-to-One with Social Media
Consumers want to engage with your brand on more places than just your website, and conversational commerce through social media is increasingly critical for brands across industries. A majority of consumers are already messaging with businesses. 15% of consumers have already made purchases from conversational AI solutions like chatbots, and 81% of those who have report a positive experience and say they’d be glad to do it again.
What does this mean? While social commerce is a growing trend, consumers are beginning to crave one-to-one sales experiences online, and conversational AI is a great way to drive conversion and growth on all the channels that matter to you. So, while a virtual advisor on your website can increase ecommerce conversion, conversational AI can also be used through social media to improve customer acquisition in a short amount of time.
Consider Sally Hansen. Using conversational AI, their brand was able to collect 11,000 emails in one five-day campaign. You may not believe just how effective it was: the AI created an 85% email opt-in rate, 17 times what you’d see on even the highest performing of brand websites. (check out the full case study here)
Amplify Your Media Campaigns
Beauty consumers, overwhelmed for choices as they are, have a tendency to search for more specific products in response. For instance, ingredient-based terms now account for 70% of modified keyword searches in haircare.
Consumers want to know what’s in the products they’re being offered and why it’s best for them. They’re already taking this into account when they search for products or click on social ads. No matter where you’re promoting products, this means you have an opportunity to start meaningful conversations with consumers that – if engineered the right way – can increase both the conversion and add-to-cart you get from your campaigns.
With a Conversational Landing Page, you can do things like turn high-intent search ads into longer, more profitable conversations. You can also advertise hero products on platforms like Instagram and Youtube, and then route those consumers to full product recommendations that drive even higher sales. These experiences allow you to sell more without overwhelming your consumer and, by ensuring recommendations are as personalized as possible, you can also achieve the most possible revenue per conversion.
Give Your Brand a Voice
Voice commerce will grow to $40 billion annually by 2022. Like other conversational experiences, beauty is leading the way here – the three leading categories for voice commerce among consumers are personal care, wellness products and beauty supplies.
Voice commerce is on the cusp of a transformative moment, and it’ll happen in beauty first. Your brand needs a strategy to engage and convert consumers through voice, but fortunately there are plenty of impactful ways that marketers can already use smart speakers.
Consumers respond most about three things through voice: getting information through search and receiving guided, handsfree experiences – both before and after purchase. Conversational AI is uniquely suited to providing this for your brand, particularly when it comes to product information searches.
Consumers want to know about active ingredients, how to address concerns they’re having with their skin or hair and feel confident in understanding what products are best suited to their unique needs. Messaging-based virtual advisors already make this process easier when consumers are shopping online, but what happens when consumers feel a sudden need to get an answer? Not only is that where voice assistants usually sign, but also a totally new opportunity to enhance the way you convert consumers through ecommerce.
Understanding Ecommerce Conversion for Beauty Brands
Beauty brands are in a more competitive space than almost any other found online. DTC startups like Glossier and more constantly challenge the way established brands offer products and connect with their consumers.
In order to get past these challenges, you need to consider using the right conversational interfaces to engage. Conversational AI can improve your ecommerce conversion, but it also has exceedingly high rates of engagement and satisfaction (when done right).
By incorporating conversational AI in key points along your customer journey, you can make it easier to sell to consumers by helping them understand what’s best for them and why. This approach enables you to take control of a discussion that you don’t have many other ways to influence, and start building relationships that are fundamentally more profitable in the long term.
Contact Automat to find out how conversational AI can help your beauty brand achieve its ecommerce goals