How does strong online service lead to purchase and a personalized customer experience?
Roobol
Roobol is a specialist in flooring and window decoration, with 27 physical stores and an online webshop. For years, Roobol and XSARUS have been working together to continuously improve Roobol’s online success. We do this through multiple areas of expertise, including data, conversion optimization, automation, Customer 360, and performance marketing.
Why do online visitors not complete a purchase?
Just like at XSARUS, service is a core value at Roobol. Not only in physical stores, but also at home and on the webshop. Even so, Roobol noticed that while the journey towards a new floor often starts online, visitors on Roobol.com rarely proceed to purchase. Why is that? Where do visitors get stuck? And how do you improve online service to drive more conversions?
To gain clarity, our CX experts took a deep dive into the customer journey. Through extensive customer research, Roobol and XSARUS uncovered key insights.
Focus on micro conversions
Our conversion specialists discovered that the online focus needed to shift from direct conversions to micro conversions. Low threshold actions, such as ordering a color sample or scheduling an online consultation. These actions move potential customers further down the funnel and encourage them to leave their details. This allows you to recognize and re engage them later in the funnel.
The collaboration with XSARUS is very pleasant! They listen closely to our challenges and actively think along with us, so we reach concrete solutions and improvements together. We have weekly contact with the team, involving several specialists. Thanks to their knowledge and experience, XSARUS translates insights into optimizations that drive stronger results, aligned with our goals.
Quote request as a high converting service
One of the micro conversions we implemented together with Roobol is the online quote request. Visitors calculate the total price of their floor directly on the website and can indicate whether they want to receive a quote for floor installation. This is a low threshold way for visitors to leave their details. At the same time, it is highly valuable for Roobol, as it provides insight into which stage of the funnel the customer is in.
How does personalization contribute to conversion?
The use of Squeezely and Spotler also contributed to higher conversion. As soon as a visitor leaves their details, Squeezely sends a trigger to Spotler. This allows the potential customer to receive a personalized email that is relevant at that exact moment. It strengthens the relationship between Roobol and its potential customers and, once again, supports conversion.
How do you make results transparent?
With Power BI, Roobol has clear visibility into the results of different conversions. Roobol employees can see at a glance how many quotes have been requested, which products are included in each quote, how many recognized customer profiles made a purchase in store, and what the quote conversion rate is.
Marvin de Reuver
Senior Account Manager