Joseph Smith and Benjamin Rankin
Use engagement to
improve Conversion Rate
How
 
100 walk-ins and 9 people buying
Left side 80 people talked with staff and 20 people tried products
 
Right side only 52 talked with staff and 25 tried
 
 
Challenge is in staffing, prioritization of tasks, planning...
 
Here it is the way teams are talking with the customers
How to measure?
 
Paper with 4 things: Walk-in, Talks with staff, Tries, Buys
 
 
 
Easy to do
 
 
How did you work to improve the engagement?
 
 
 
1st challenge was to analyze
Delegated the measurement to my managers
This created awareness
 
 
 
We started giving real time feedback
 
Teams knew what they were doing and where they could improve
 
The objective was not to criticize
It was constructive
Motivational
 
 
How did you get people to do thngs differently?
 
 
Partner with managers, and use their experience and point of view
 
 
Highlighting what was working well
Focusing on getting the customer to share more information
Using open ended questions
 
 
This tool to measure engagement helped a lot
 
 
Ongoing commitment through team huddles and follow-up
Observation and analysis
 
Measure success with KPI's
 
 
 
Conversion rose by 21 percent!
 
 
