How do you turn a potentially negative user (non-access to your website) into a returning customer

Nyhed   •   Nov 04, 2011 10:12 CET

People who are waiting patiently in line for something that they are interested in, make a uniquely captive audience. This is of course only true as long as the queueing process is perceived as fair, with an orderly and timely progression.

This where Queue-it is very different from online waiting rooms in general.

In a waiting room, you might protect your site from crashing during a user rush. Queue-it is different, because we provide the important sense of orderly progress and fairness. This is what keeps people around.

At Queue-it, our statistics show that users are willing to wait online up to 45-60 minutes for something that they really want. In other words, if your campaign offer is attractive, you have a truly captive audience at your disposal, who represent only people, who have demonstrated a true interest in your product or service. The amazing thing is that there is really not much else to look at than the queue number, and users are consequently very interested in following links or participating in surveys etc. when they are waiting around anyway.

So, when your users end up waiting in line, you have

  • a captive, highly segmented audience (you know exactly what they came for)
  • with undivided attention
  • for extensive time periods
  • and a willingness to click and sign up

Now, what can you do to monetize this? How do you take full advantage, and turn a potentially negative user (non-access to your website) into a returning customer? Here are a few tips to inspire your use of the Promotion block feature in combination with the Dynamic communication module during a campaign related queue situation.

  1.  Announce a start time for your special offer and initiate the queue 30-60 minutes before launch to capture all early birds. The pre-deal timeslot is actually when people are most patient, as it is pretty obvious that things are under control, and that the action has not yet started. It is also a perfect time to use the Promotion block space to prompt for e.g. newsletter sign-ups or Facebook likes. Our studies clearly show that users want to take action during this pre-launch waiting time, before the actual places in line have been assigned.
  2. After launch time, when the campaign is running and your potential customers have their unique places in line, you may consider whether or not to display specific queue numbers to end-users. Users’ perceived fairness rises drastically if you do display the specifics, however, you may risk an increased abandonment rate in the case of a capped campaign. In that case, you might just display the expected time to service, rather than the specific place in line. Either way, as the campaign is running, you can use the Dynamic communication module to display your Facebook or Twitter updates to everyone waiting in line. Or you can post specific messages directly to your queuers, which is great to keep customers updated on stock availability to make sure they keep waiting. On the Promotion block, you can compensate users for waiting by offering additional discounts or coupons only available to those who wait. Consider graduating these discounts based on how long of a wait, users have to endure.
  3. Once the special offer stock runs out, and you still have plenty of potential customers waiting in line, you should rush to secure their commitment as future shoppers. Use the Dynamic Communication box to ask people to hold on, and then use the AfterEvent page to direct users to a landing page (make sure it’s scalable) prompting for membership, newsletter sign-ups, Facebook likes etc. Or promote a different offer or coupon to encourage a repeat visit.

If your queue is initiated outside of a specific campaign, you can still apply the tips in #2 above. Bear in mind that only users, who exceed your site capacity will actually see the queue numbers though.