The content of your landing pages should match specific needs and moments of intent. This ensures that it ranks organically in the search results, and naturally answers your customers' questions. A shopper browsing a category page is in a different stage of their journey than an online customer looking to make an in-store return.
Brands that struggle to create landing pages should consider technology and tools that generate new, personalized resources for your customer.
2. Leverage Next-Gen AI during moments of intent – and confusion.
With the rise of ChatGPT, copy.ai and other cutting-edge resources for marketers, AI-generated content will increase across the industry. Don't limit ChatGPT's abilities to only blog writing, though. There are several use cases for Next-Gen AI throughout the customer journey.
- AI-generated Landing Page Content
Landing pages are a powerful use case for AI-generated content. Retail marketers can use this technology to craft localized copy based on product categories. It can also generate photos, FAQs, and Q&As relevant to the customer's search. The result is a personalized experience that improves the customer's impression of the brand.
A growing trend in retail is buy-online-pickup-in-store (BOPIS) and buy-online-return-in-store (BORIS). This presents a practical use case for AI-generated landing pages. Many shoppers find themselves needing both general store or product info and location-specific information, such as the address, phone number, or store hours. AI-generated local landing pages give shoppers the information they need for wherever they are in their journey.
Retailers can better engage with shoppers throughout the customer journey with conversational AI. Natural language processing and understanding enables retailers to address customer concerns immediately via chat.
In the traditional buyer journey, unanswered questions such as "Can I buy this in a different size?" or "What is the return policy for this item?" cause shoppers to exit the purchase funnel. In fact, shoppers may even turn to another channel, such as a search engine or a community site, to find the answer. When this happens, shoppers risk exposure to incorrect or outdated information.
Retailers that leverage technology to engage shoppers online, understand their product preferences, and provide real-time support will benefit from a purchasing funnel filled with delighted, educated customers.
Guided buying flows recreate the in-store experience for online shoppers. Guided search prompts can identify product preferences, similarly to a conversation with a store associate. Retailers can use AI to recommend items, highlight product reviews, and provide a completely personalized experience.
Remember, the goal isn't to simply drive traffic and conversions – it's to drive customer satisfaction.