Fulfilling Your Customers’ Need for Speed

Anything from a clunky app to hard-to-find caption can drive away a potential customer.

A popular study from The Aberdeen Group found that just a one-second delay in your site loading can lead to 11% fewer page views, a 16% decrease in customer satisfaction, and a 7% loss in conversions. It’s also valuable to note this information was compiled in 2008 — and we should all assume that customer expectations regarding speed and usability are even higher now.

And these expectations for speed and instant gratification don’t just reign supreme online; today’s customers expect a speedy, seamless shopping experience everywhere, including catalogs.

With so much pressure and so little time, what’s a marketer to do?

Here’s how to use your catalog to make every second count:

  • Send to an engaged list. The fastest way to direct mail success is to send your catalog to people you know will be interested in your products and content. Your catalog is far less likely to end up in the recycling bin if you employ proven mailing processes and list services to guarantee it ends up in the right hands to begin with.
  • Be everywhere your customers are. Catch your customers’ eyes everywhere they look, from their mailbox to their smartphone. Make sure you have an easy-to-operate app and a seamless digital edition of your catalog.
  • Make information easy to find. Eye catching print options will make your most valuable offerings stand out, and interactive features like Augmented Reality (AR) will help readers get more information on products quickly.

The faster your customers find ways to buy your products, the better — and your catalog is the perfect place to promote all of your efficient purchasing avenues. Make shopping with you so quick and easy that your customers do it instinctively!



About the Author: Jim Gibbs

Vice President of Sales & Marketing at The Dingley Press. Jim has been with Dingley since 2002 and lives in Maine near our Lisbon, Maine plant location.