Let's imagine: a client saw "that very" thing he dreamed of. The store profile looks just great, the user is ready to place an order, but the fairytale dream is interrupted by a question: how much does it cost? The person starts scrolling through pinned and relevant stories in search of an answer, but gets something different from what he expected:
- Price? They answered qatar cell phone number list in Direct
A marketer's worst nightmare, right? So, in this article, we'll talk about how one phrase can turn off potential customers and ruin all your efforts to attract them.
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We define the problem
The e-commerce industry is growing rapidly, as evidenced by the statistics of purchases on Instagram. More130 millionusers view product posts monthly, and 70% of people use the platform to search for products. However,54%users think it's easy to find and buy products on Instagram. But is it?
You probably see a lot of Instagram stores in your recommendations feed every day. Maybe you even subscribe to some of them. You can sell almost everything on social networks: from clothes to food, from accessories to everyday items. What do most of these profiles have in common? One of the main problems of modern e-commerce is the lack of price for goods.
"Answered in Direct" or "DM for price" is a tactic used by business owners on social networks to avoid displaying product prices publicly. So, the client has two options: write in "personal messages" themselves, or wait for a message from the store in Direct.
And now about the sore point:
Agree that both approaches are annoying: in the first case, it seems that the store is not interested in customer focus. In the second case, there are also pitfalls: how long exactly should the client wait for a message in Direct? How to place an order in Direct? Is the product in stock?
Lack of specific pricing information results in lower conversion rates and lost potential customers. It also “interrupts” the buying process and wastes your customers’ time. And if the store has a large following, it’s simply impossible to answer questions immediately! More importantly, it creates the impression that the brand is shady and unprofessional, because why hide prices if the business is transparent?
We determine the reasons
In times of instant communications, it is very easy to get used to fast service. You go in, choose, buy. Besides,84%consumers make impulse purchases. Now let's think: how can you make an impulse purchase when you expect the coveted numbers in direct hour, or even more?
Let's take a look at the reasons why the phenomenon of hidden prices is quite common on Instagram:
Fear of alienating customers with high prices.
Realization that the price of a product does not correspond to its quality.
The price of the product changes depending on the season, exchange rates, cost of supplier services, economic factors, etc.
The desire to hide the cost of a product from competitors.
The need to conduct sales specifically through Instagram direct, because managers receive a percentage for this (or for better profile promotion).
In addition, another guess is circulating on social networks: certain stores hide the price in order to change it depending on the customer's purchasing power. The manager studies the user's profile and independently determines whether to lower or raise the price. Of course, this is just a guess, but social network users are increasingly telling similar stories about their unsuccessful online shopping experiences.
We determine the consequences
So what if there is no price under the product post? Nothing for the client: he will quickly forget about you and buy a similar product from a competitor. The consequences of such an action are more tangible for the brand itself:
Lead to buyer conversion decline. You spend money on user acquisition, profile development, and product purchases. All efforts are negated by the imaginary choice of “direct or direct,” which leads to budget squandering and ineffective SMM efforts.
Loss of loyalty of potential clients. No loyalty - no clients - no sales. We believe that there is no need to complete the logical chain.
Employee burnout. The first time the manager will calmly write the cost in direct, the second time too. But with each new message it will become annoying, which will lead to employee burnout, apathy and passive-aggressive communication with clients.
Incompetent communication with the client leads to the emergence of a barrier on the way to making a purchase. The person has a feeling that he must fight for the right to buy the product. But who needs it more? As we have already noted above, the one who sells should make maximum efforts. And the client should enjoy the best service in the world and the highest quality product.
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Solving the problem
In order to provide solutions to the problem, we propose debunking several of the most common myths.
Myth 1: This is an easy way to move communication to Direct, which the algorithms like
You may see some short-term benefits from this approach. But what’s more important: a negative customer experience or pleasing Instagram’s algorithms? Not only will this approach fail to strengthen the customer’s connection with the brand, it will also lead to a loss of loyalty. Especially if you’re not prepared to answer questions quickly and thoroughly.