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Blog posts tagged ecommerce

Displaying 1 to 6 of 17 results

Christmas is coming — are you ready?

September 29, 2014 by Marketing Donut contributor

Christmas is coming — are you ready?{{}}

While the key sales period for a seasonal brand might only span three months of the year, optimising your site, securing advertising and mitigating bounce rate begins long before your customers start shopping.

With the first inklings of Christmas hype only a few weeks away, it’s not too late to implement the following suggestions and increase traffic during your key sales period.

Secure your brand advocates early

While your customers don’t want to hear about Christmas in June, advertising slots, opportunities for collaborative competitions and potential brand advocates are already primed for the festive period.

Determine your key sales period in Google Analytics and schedule coverage, advertisements and promotions which straddle these dates and overlap by a few weeks either side — it’s surprising how many people will buy a Christmas tree in the January sales.

Create specific landing pages

Custom landing pages are valuable for both organic search and increasing the relevancy of your pay-per-click (PPC) ads.

Optimise your landing page by including keywords and phrases in the title and include popular search terms within your website copy. Once your page is optimised, ensure that users have a pleasant shopping experience by making the purchasing process as simple as possible.

Allow users to sort results and provide an intuitive search function if budget permits. Highlighting your delivery terms (i.e. free delivery/next day delivery) also appeals to shoppers in a rush.

User-testing of your landing pages, your mobile site and your checkout process should be carried out before your sales period really kicks in. If you don’t have the budget for conversion rate optimisation, consider asking your own team to process test orders and highlight anything that could put customers off.

Upgrade to a Google Shopping Campaign

As of 2nd September, Product Listing Ads (PLA) on Google have been replaced by Shopping Campaigns. Google Shopping Campaigns allow you to bulk edit product groups and they offer access to your inventory and product feed information in Adwords.

While Shopping Campaigns are designed to respond to past complexities associated with PLA campaigns, users should familiarise themselves with the new features before increasing their PPC spend.

Find your fans on social media

Brands often make the mistake of posting only when it suits them (i.e. 9-5) and they forget that the majority of their target audience will be active on social media during evenings and weekends. Once you know when your fans are interacting, you can schedule your posts accordingly.

Copyright © 2014 Victoria Browne, copywriter and social campaigns manager, Fluid Creativity.

Seven benefits of using SMS for order updates

August 18, 2014 by Dan Parker

Seven benefits of using SMS for order updates{{}}Have you given much thought to how you communicate with your customers once they have ordered from your online store?

For many businesses, email is the obvious option; it is cheap, everyone else does it and all of your customers have an email address. But that is exactly the problem — because everyone else uses email, your communications get buried.

According to MailChimp, only 17.35% of ecommerce emails get opened. So, if you currently use email for order updates, then these communications are potentially reaching less than one in five customers.

The benefits of using SMS

Using SMS texts for customer service is a brilliant way to add customer value post-purchase for seven reasons:

1. It gets seen

SMS communications have a staggering open rate of 98%. Sending text messages ensures that your customers stay updated at every stage of the ordering and delivery process.

2. It is instant

At a time when customers have handed over money and they are eagerly waiting for news on their order, there is no better time to use SMS as a communication tool. 90% of texts get read within five minutes. Your customers will appreciate the instant updates.

3. It is personal

Mobile phones are very personal devices. Communicating through SMS to provide order updates shows you care and will build deep trust and loyalty.

4. It aligns with changing behaviours

With the growth of mcommerce, more and more consumers are buying goods through their smartphones. So communicating with them through a method that is more smartphone-friendly simply makes sense.

5. It doesn’t rely on internet access

Some smartphone users turn their internet off in order to save battery. Others simply don’t have 3G or 4G signal. SMS overcomes these technological issues.

6. It’s different

SMS makes your brand stand out from the crowd. With so many ecommerce businesses communicating solely through email, SMS is a great way to reach your customers.

7. It opens the door for future marketing opportunities

Once your existing customers have received customer service texts from you they are more responsive to future promotional texts that add value. For example, you could send a loyalty coupon with an embedded URL code to your online store.

The end result

SMS gives you a greater ability to keep customers informed in a way that’s personal and relevant to them, enabling you to engage with them throughout the order process. This not only leads to increased satisfaction — but also increased sales.

Copyright © Dan Parker 2014. Dan is an expert contributor to Marketing Donut and the marketing director of FireText.

Attention all small firms - the future of ecommerce is mobile

March 31, 2014 by Marketing Donut contributor

Attention all small firms - the future of ecommerce is mobile/Payments over Internet and mobile devices{{}}Last December, the first Small Business Saturday event was held in the UK. The campaign was designed to encourage shoppers to head to British high streets and family-run businesses and to show support by purchasing goods locally.

Small Business Saturday was a great success but there are many more opportunities for small businesses to reach and engage with new and loyal customers using mobile commerce.

The growth of mobile commerce

Online retailing grew by 16% during 2013, according to the IMRG-Capgemini eRetail Sales Index for December. The index noted that this success has mainly been driven by the growing influence of mobile in retail in 2013, with sales via mobile devices increasing 138% from 2012.

Furthermore, a recent survey by Latitude found that more than 75% of shoppers are interested in having digital content, including product recommendations, demo videos and virtual “try on” simulations delivered to their mobile phones while shopping.

Mobile offers

Small businesses can use mobile couponing and offers to bring customer in-store. In fact, the same survey found that 60% of UK smartphone owners are spurred to shop or to make a purchase at least once a week because they’ve received a mobile alert, an email, notification or text message, from a brand or retailer. So the interest and appetite is clear.

The role of mobile in helping small businesses should not be underestimated. Mobile devices have created a huge opportunity for small businesses to engage with their customers through relevant offers, loyalty schemes, store events/updates and ease of payment in-store and online.

More and more small businesses are starting to use loyalty and couponing redemption schemes to attract and retain customers and there is a real opportunity for them to learn more about who their customers are, what their preferences are and eventually what will encourage them to visit the store, all through the use of mobile.

Introducing NFC tags

Furthermore, small businesses can use Near Field Communications (NFC) to help them in day-to-day scenarios. For instance, a small business could use NFC tags to grant employees access to buildings just by tapping their phone on the tag. This also enables small business owners to restrict access to high-value stock rooms and back offices to certain individuals. NFC tags are readily available on Amazon.com and are a good way for small businesses to experiment with mobile technology.

Pierre Combelles is mobile commerce business lead at the GSMA.

Why it's time to get your business online

March 17, 2014 by Marketing Donut contributor

Why it's time to get your business online/3D highway sign next exit to your website{{}}It’s nothing new and it’s not a revelation, so why are so many smaller organisations still shying away from doing business online?

A good website only has positive effects on your customers and your business. But if you’re still not convinced your business needs to get online, here are a few good reasons to change your mind.

Everyone can see you

Let’s start strong with some facts and figures:

  • 87% of the UK population are now online;
  • Approximately 80% of consumers research brands before purchasing;
  • The average desktop or laptop user spends four hours every day online.

Without a good website, you could be missing out on thousands or even millions of new customers. The first step in the buying process for many potential customers is to look you up online. Your website is your online shop and your customers are waiting to walk in.

Open all hours

Your online business is open 24/7. So there’s another advantage to a quality online presence; you’ll be attracting customers, creating buzz, providing information and making money ... literally as you sleep. Selling your products and your brand has never been so flexible, as customers can choose where and when they want to buy.

Getting to know you

Picture the scenario a “few” years back. Mr Smith walks into his favourite local store, the owner knows Mr Smith very well, knows what he usually buys, what he does for a living and what he thinks of the shop overall. Things haven’t actually changed that much.

With some basic online tricks and tools you can also get to know your customers very well indeed. Through your website and social media pages you can get feedback, find out what people usually buy from you, how they use your website and what they think of your business.

All this helps you tailor your online shop window, improve your services and gain and retain customers.

So what are you waiting for?

There are loads more reasons to set up a website. And the best thing? It’s easy to do and it’s not expensive. Use simple web design software and you’ll find out just how easy it is to create a professional website without any training or experience.

Quite simply, a decent website will help improve your business, give your customers greater access to your products, services and location, while helping you build a stronger base, where you can attract more customers every day.

Dale Cook is the technical product manager at Serif.

What makes people buy? Understanding the psychology of the online shopping process

February 17, 2014 by Marketing Donut contributor

Helping shoppers go from browsing to buying is the name of the game in ecommerce. But it’s not as easy as it looks. Did you know?

  • 57% of shoppers abandon a site if they have to wait more than three seconds for something to load. 
  • 85% of shoppers read online reviews before using local businesses.
  • 41% abandon an online shopping cart because of hidden charges.

 Find out more on this excellent infographic courtesy of Vouchercloud

 

Consumer Psychology and the E-Commerce Checkout - An infographic by the team at vouchercloud

How to improve the online shopping experience for your customers

February 13, 2014 by Marketing Donut contributor

How to improve the online shopping experience for your customers/Add to cart button on a keyboard{{}}Thanks to the internet, businesses can find themselves competing against competitors all over the world. As a result of globalisation, customers are getting bombarded every day with brand messages. Even when you have an excellent service or product, simply getting people's attention and having your company stand out is a challenge.

Changing patterns of behaviour

What’s more, people are busier than ever. Customers today know they have alternatives and won't hesitate to turn to them if you don't meet their expectations. All customers have to do if they're not happy is click away from your site, do a quick search for what they need, and then you're out of the picture. With more people shopping online, improving your customers' experience with your website is essential to maintaining a solid client base and getting referrals.

Keeping customers satisfied online

There are many ways to keep your customers satisfied online, depending on your operational constraints and needs. You could try the following options:-

Improve the online shopping experience

Customers want to be able to see what they've picked out from your site, not only to make sure they have everything they need or want, but also because they need to see what everything is going to cost them. Make it easier for your customers to see what they've selected, what each item costs, what the total expense will be and how much you're adding in taxes and/or shipping.

Flag up offers and benefits

Discounts need to be clear, too. They help customers feel like they're getting a good deal. Mention promotions and offers one last time, such as a reduced rate for spending more than a certain amount. This way, customers get a second chance and won't feel cheated if they find out about them after buying. In general, keep the shopping cart near the top of your page, because people tend not to scroll down far. It should be easy to spot and identify.

Track customer behavior

Customer service software, such as CRM applications, allow you to determine things like how long it has been since a customer visited your site or what they bought. This enables you to suggest other items or services, send reminders or even automate sales. Your customers often get a streamlined experience and at the same time, they feel as though you're treating them as an individual.

Follow up regularly

If you don't follow up with clients, they can get the impression that you are lukewarm about them — and that’s when competitors can easily attract their attention. Email is a decent way to follow up, but more and more companies are also using text. Remember, your customers don't just want confirmation of their purchases. They want to be involved, and they need a helping hand once in a while.

Ask for feedback and touch base just to see if their needs have changed. Offer more information, support or access, and send reminders about events, maintenance or other options. As Forbes suggests, testimonials and customer reviews work well because they build trust and inspire customers to take action.

Jack Bishop is an eCommerce guru, writing for Shopify customer service software solutions. He has a passion for helping small businesses run well with modern technology.

 

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