Useless Marketing

In Vietnam, just because marketers are paid to do it, that doesn't make them professionals

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Missed Sales Conversion for NhomMua.com

One of the most disappointing (and aggravating) things for me as a marketer is missed sales conversion. Here’s a simple example from NhomMua’s recent advertisement on VnExpress.

The Problem:

(user flow)

1) I live in Ho Chi Minh City.

2) I go to VNExpress (http://www.vnexpress.net/). I see an attractive (and expensively located) banner at the top of their home page from NhomMua.

I click-through the ad and land on NhomMua. (http://www.nhommua.com/)

3) I see that the product has been sold out. I leave the site. No sales conversion occurs.

The failure here for NhomMua is not that the item was sold out. Ideally, though, I would have been introduced to another deal either through a straight redirect or an overlay saying something similar to “Sorry, this deal has sold out, but here’s another deal you may be interested in.”)

The failure is that I was brought to the wrong page. Clicking on the VNExpress ad banner took me to NhomMua’s deal for Hanoi, but because I didn’t look carefully, I only saw that the deal was sold out and left the site.

Solution:

NhomMua should have shown me the deal for Ho Chi Minh City automatically based on detecting my IP address. This is a bigger issue for NhomMua versus other advertisements because NhomMua’s sole purpose for this advertisement is to directly convert sales. Each extra step that a consumer needs to make in an ecommerce flow is an opportunity for him to drop out of the site.

In this case, the extra step was forcing me to notice I was looking at the wrong city, which was not obvious, and thus sales conversion was lost.

(One final note. The ad on VNExpress was directly advertising the Hanoi deal - see the “40% off” on the banner and on the actual site). VNExpress may not allow ad targeting based on IP location, but if they do, I should have been given the TPHCM ad. In that case, this would have been a failure on NhomMua’s part.)

Filed under digital marketing nhommua vnexpress vietnam

  1. uselessmarketing posted this