*or The Intricate Web of My Online Browsing
So, today I was looking at new arrivals on the Net-A-Porter website, particularly the Brunello Cucinelli shearling boots.
I then went to the official Brunello Cucinelli website to check all the available options. I used the toolbar with the keyword “shearling,” but 📌the search results were irrelevant, and I eventually left. What do these looks even have to do with shearling?
💡I’m not sure how the search function works at Brunello Cucinelli, but here’s how we keep ours at 2Jour-Concierge.com relevant. We regularly review search requests to understand the customer journey and combine keywords into synonym sets. For example, if we’re talking about a flower cachepot, the search results will also include “flowerpot” and “planter.” I mentioned this in my case study on Product Descriptor Names (here, with gaps on the Louis Vuitton and Rimowa websites and possible solutions).
Just imagine you’re a customer. This is something developers usually skip (hah, I’m still under impression with 9-month Dior website without breadcrumbs). How do you expect to keep attention when browsing 270 irrelevant items?
Moving on. About 3-4 hours after I browsed Net-a-Porter, I received a marketing email offering 10% off if I completed the purchase (I did put the shoes in the cart).
Here are the gaps:
Too early – give the customer time to return on their own, and 💡send the first reminder email no earlier than one day later
The first triggered email should be just a reminder. 💡Don’t offer a discount yet – maybe the customer just got distracted or is taking time to consider the purchase
If it aligns with your policies and you’re considering offering a discount, 💡send a trigger email with the discount no earlier than 3-5 days later. Yes, the customer may take time to evaluate, and this could be the cherry on top to finalize the purchase. But still, the shop gives itself some time to complete the sale with better benefits – without a discount.
Paying attention to the small things can make all the difference in perfecting the customer experience and achieving better performance results x