Posts tagged online shopping
Email marketing is difficult, but when done right, the benefits are endless. In 2013, there was more than 3.9 billion active email account, and some experts believe that number will just keep rising. It is understandable why so many people are using email for personal, business, and recreational use. It is mail in the digital age.
Unique messages are transferred lighting fast, and without error. However, anyone can reach you through email, which makes the fear of spam prevalent. This fear makes it challenging for marketers to reach people without their messages being thrown in the trash. So, how can you improve your email marketing techniques?
Email Marketing Techniques to Follow
Effective email marketing requires you to send relevant messages to customers. Engagement is the key to success and if your email’s content does not relate to your recipient, then you are already losing. If you follow these email marketing techniques, we believe you will see a boost in customer acquisition.
- Analyze Purchasing Habits – The first step in creating messages that relate to your customers is by analyzing their purchasing habits. From there you can create useful insights into what customers like, how often they take advantage of sales, and where their money goes. Customers find this type of information useful, which makes your message worth reading.
- Show Progress – You can also use your customer’s data to persuade them to buy more. Show them how much money they might have saved if they took advantage of a recent sale or compare their purchasing habits to what other customers are doing. People don’t want to feel like they are not taking advantage of your services or being left behind. This motivates them to act.
- Make Recommendations – Nothing motivates a customer better than seeing content that they like. Using the data to find out what your customers are buying. Find items of the same types and present it to them. Think of it like bait on a lure. If they like it, they will bite.
|No comments||This entry was posted by EIC Social Media Team on November 2, 2016 at 11:00 am, and is filed under Dating Mining. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
If there is one target audience that doesn’t get marketed to enough, it’s the existing customer. After all, he already likes your product or service enough to have made a purchase. Why is this person not at the top of the list for future digital campaigns? Sometimes it’s just because we need to be pointed in the right direction. Here are a few tips for upselling digitally.
Upselling Complimentary Items to Regular Customers
A good place to see this tactic in action is at a bar. The bartender may put a glass upside down in front of a customer to let him know he has a free drink coming. This may keep someone in the bar longer, and also result in more paid drinks. How can you do this with your business? Start a rewards program. For example, a restaurant may offer a free entrée for every X number of visits. A salon may offer a free haircut after a particular amount spent. A clothing store may offer a coupon with a discount percent based on the total purchases made in a three-month period. There are all sorts of ways to upsell to a customer simply by saying, “We’re going to give a little back.”
Recommended Relevant Products
This is an aspect of upselling where Amazon puts almost every other company on the planet to shame, and look at what it has done for the online superstore — and the idea is simple. Every time a consumer makes a purchase, adds something to the cart, performs a search, or looks at a product, you gain valuable data on what the person wants or needs right now (or perhaps in the near future). Then it becomes all about leveraging that data to recommend other products a customer may want, and especially to market new products that could be relevant to a customer’s interests.
Create Value for the Consumer
Obviously, the point of upselling is to make more money, but what if you could also leave the consumer happier? That’s a win-win. Be sure to offer products that will enhance other things a customer purchased. If someone buys a TV, offer an HDMI cable, a Blu-Ray player, or a high-end universal remote. If the consumer buys the remote, suggest some batteries.
By upselling to your customers, you make more money and provide good service at the same time—a recipe for marketing success.
|No comments||This entry was posted by EIC Social Media Team on August 3, 2016 at 11:00 am, and is filed under Online Sales, Sales. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
It is easy for everyone to agree that the number one player in e-commerce is Amazon. They figured it out and ran with it. They developed the concept of an online store that literally sells just about everything. And yet they don’t make that concept seem too overwhelming, even for a customer who wants to buy only some Styrofoam cups and a package of stirrers for the break room at the office.
What is Amazon’s secret? Personalization that leads to solid product recommendations.
So how can your e-commerce site follow suit? Here are 3 simple rules about personalization for an e-commerce site.
1) Know Your E-Commerce Platforms
Plenty of technology is available today for online stores when it comes to personalizing your site for consumers. Getting to know the different management platforms can help you see which ones provide the specific user experience that you want customers to have on your site. The key is to be willing to invest the time to go over each platform and its features so that you make the right selection the first time.
2) Know Your Customers
Don’t forget that the client who prefers your site to a giant like Amazon does so for a reason. So you don’t need to provide the exact same experience that Amazon does. Instead, with your specific industry in mind, focus on providing a better experience than your direct competitors—since most online stores do not have the diverse product list of a site like Amazon.
3) Know Your Boundaries
There’s a fine line between recommending a good product to go along with what is already in a person’s shopping cart, and sounding like a drive-thru employee asking everyone, “Would you like fries with that?” Making recommendations should feel like a natural part of the shopping and checkout process. However, it is possible to go too far and infringe on a consumer’s privacy. For example, some expectant mothers were surprised to get maternity coupons from Target due to a campaign that was based on the shopping behavior of customers. Keep suggestions helpful without scaring off consumers.
|No comments||This entry was posted by EIC Social Media Team on July 20, 2016 at 11:00 am, and is filed under Online Personalization. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
If you want to maximize the profits of your online retail business, a couple of things are absolutely necessary. Let’s take a look at the importance of mobile—and the need to promote special offers and discounts in the right manner and at the right time.
Mobile Is the Only Way
Mobile isn’t just your best chance at making it in online retail; it’s the only way. Two in three customers shop online, and many of those customers are using smartphones and tablets, which means a few things for your store.
- Mobile Responsive Site – Your site has to work across devices and platforms. If the site loads too slowly, isn’t optimized for mobile, or bogs down when users go to their cart on a mobile device, you can kiss that sale goodbye. No one is going to put down a phone and walk over to a desktop to complete a purchase. They will find a competitor with something comparable for sale.
- Mobile Application – Providing a mobile app for even easier mobile use is another great way to increase online sales. Again, the app must be cross-platform and be able to perform on various devices. Screen size should not affect the user experience. Images need to be high quality, and the app needs to be simple to use – especially when completing a purchase. Otherwise, you will see many items left in carts.
Online Promotions and Special Offers Need to Drive Profit
The ways you decide to provide offers and promotions should depend on how your target audience wants to receive them. A simple email to remind a customer that they left something in the cart may be enough to get someone to come back and complete a sale. Perhaps the item has now gone on sale, making this a great time to remind a customer she was looking at something. Does your customer often make purchases at a certain time of day or a particular day of the week? Sending a special promotion that specific day or time will make it more likely for the consumer to open the email, follow the link, and make a purchase.
|No comments||This entry was posted by EIC Social Media Team on April 13, 2016 at 4:30 pm, and is filed under Mobile Marketing, Online Sales. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Microsoft is one of several corporations that has performed studies on the human attention span, and all of the results point to the same thing: the human attention span is shrinking. This directly affects eCommerce sites because it increases the likelihood of someone becoming distracted and leaving your site before completing a purchase.
How can you enhance the performance of your eCommerce site? Here are a few things to keep a close eye on:
eCommerce Site Problems Cost You Money
If your eCommerce site crashes while a customer is trying to complete a sale, many of them won’t come back to complete the transaction later. You can add that loss to the estimated $4 trillion (USD) in product that will get abandoned this year in digital shopping carts. A checkout experience that can’t be completed quickly is another site issue that will drive consumers away.
What Is Causing the Problem?
Your eCommerce site and shopping cart may perform well most of the time, but what causes it to suddenly turn on you—and cost you money and potentially a customer? A few things you need to do are:
- Shore up the front end – You don’t want an app crash to be the problem.
- Memory issues – When a database is busting at the seams for storage and CPU use, everything goes wrong. It starts with slower speeds, but progresses quickly to mistakes and full site crashes. This can ruin a potentially great Black Friday or another big shopping day.
You Need a Scalable Solution
You don’t want your customers to hit a glass ceiling, because then you’ll begin to lose sales and new clients due to computer-related memory problems. That means relying on scalable solutions that don’t require you to develop a new database every time the company hits the next plateau.
Now is the time to consider having a relational database, but don’t trust just any company that throws that term around. You need to know if the database is tolerant to the occasional fault, or if one error brings everything down. You also need to understand how the scaling database will affect a mobile app that you make sales through. Perhaps there is a way to simply scale your database for the fourth quarter or maybe an even shorter time when sales increase.
It all comes down to making sure that your customer isn’t distracted from completing a sale by a problem on your end. There are already enough distractions that you can’t control.
|No comments||This entry was posted by EIC Social Media Team on March 23, 2016 at 4:30 pm, and is filed under Online Sales, Usability. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Imagine this scenario. You are looking for a new lamp for your office, and you find one on Amazon. It seems like it could work, but you haven’t decided yet. A week later, every site you look at online is still advertising that lamp. Which best describes how you feel?
- I’m annoyed. If I wanted to buy it, I would have already.
- Thanks for the reminder. I still haven’t decided, but I don’t want to forget about it.
- What ads?
The fact is that you might even feel different at various times. For example, if you suppressed an impulse buy, you probably find retargeting annoying. If you are researching options for a long-term purchase decision, you might not mind getting reminders. Of course, with too many reminders you might stop paying any attention to ads.
Developing the Right Retargeting Campaigns
If someone has been searching every day for Burberry products, they probably don’t mind frequent retargeting. After all, they’ve been looking at the same products every day. If someone checks in on prices once a week, they might not appreciate daily retargeting as much, but would welcome one or two reminders per week.
Another way to use retargeting effectively is to advertise to consumers when something they were looking at goes on sale. Maybe the reason they left before finishing a purchase was because of the price. Retargeting a consumer with the new, lower price could be just what they wanted to see.
So it really comes down to how retargeting is done. Even customers who want to be retargeted might get annoyed if it is done too frequently or without reason (like a lower price or another incentive).
How to Avoid the Creep Factor
This is often a concern, but most consumers are okay with being reminded about an item they had reviewed. Again, timing is important. If you remind them of a watch that they were looking at six months ago, they could wonder about how far back you are going in their history. Depending on how big of a purchase the item is, perhaps you have only one or two days to work with. For major purchases (a car, for example), you should be able to retarget for several weeks or even months, especially if you are running a special promotion.
|No comments||This entry was posted by EIC Social Media Team on January 27, 2016 at 6:22 pm, and is filed under Marketing Strategies, Online Sales. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
The homepage of an eCommerce website is like the window display of a brick and mortar store. Don’t let site visitors walk on by due to a boring or cluttered display. Here are five tips to keep in mind when developing the homepage for your eCommerce site. Following these tips will help reduce the website’s bounce rate and ensure that your site converts more often.
1. The Background Image. Pay attention to the background image of your site. It needs to capture the interest of your visitor without crowding out the content. Keeping the frontpage ad-free will allow the imagery to be more engaging since ads (by design) often attract the eye first due to being flashy.
2. Cross-Platform. Your site needs to be just as engaging and intuitive whether the consumer visits from their phone, tablet, or desktop. The choice of responsive design and a different mobile site can make a big difference in the mind of your consumer. Will your visitors be willing to get a stripped-down, mobile version of the website? Can your staff create a site with responsive design that actually works across varying devices and operating systems? These are important considerations.
3. The Right Font. Size and color are both important. Make sure that your content is easily readable. The font color needs to contrast with the background color. The font should be big enough to read. Do not use difficult to read scripts. A serious company should not be using a font that looks like it belongs in a comic book.
4. Simple Menus. Do not make the menu for the site so complicated that it either takes up the whole homepage or makes it impossible for a user to know how to find what they need. If someone thinks your site is going to run them in a circle for ten minutes before finding what he or she is looking for, you can bet the back button on the browser is getting clicked.
5. Branding. At a quick glance, the site should be recognizable as belonging to your brand. Proper positioning of the logo and the right fonts and colors are crucial in this regard.
|No comments||This entry was posted by EIC Social Media Team on July 23, 2015 at 4:30 pm, and is filed under Digital Advertising, Mobile Marketing. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
If online sales are relevant to your business, and it is for most modern businesses, then you need to make sure that you are taking every opportunity to improve your bottom line in your eStore just as you would in a brick-and-mortar shop. Here are a few suggestions that can help your eCommerce sales increase from your site.
Would You Like Fries With That?
It is called upselling, and McDonald’s has been successfully using it to increase sales for years. Why not apply the principle in the shopping cart of your eCommerce site? When someone adds an item to the cart, be sure to suggest similar items or items that other customers have bought when making the same purchase. Sometimes you just need to let a customer know that you have a related product that they will also want. For example, do not let someone buy a TV without suggesting an HDMI cable.
5-Star Product Reviews
Include snippets from positive reviews among the content on a sales page. You can rave about your own product up and down, but when someone who has actually purchased and used it says they don’t how they ever lived without it, you are far more likely to make a sale. Remember not to squelch negative reviews. Just do not put them front and center.
Creating a Sense of Urgency
One of the biggest issues that eStores face is that consumers do not feel the same stigma when leaving items in a cart and “walking out” as they would about doing so in a brick-and-mortar store. How can you fight against this trend? Create a reason for the consumer to make the purchase right now. Make sure that a customer knows that a sale is “one day only” or that you have “limited quantities available” of a certain product or size. H&M sets a great example in their on the ground stores. On your way out, you will notice that on the wall it says, “Grab it now. Tomorrow, it might be gone forever!” Give your consumers that same feeling about leaving your eCommerce site without making a purchase.
|No comments||This entry was posted by EIC Social Media Team on June 18, 2015 at 4:30 pm, and is filed under Digital Advertising, Online Advertising, Online Sales. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Website Faux Pas: Don’t Let It Hurt Conversions
Periodically checking out the analytics on your site can provide you with some very telling figures. For example, your sales may have tapered, or even suddenly dropped off. Maybe the bounce rate has increased dramatically. What’s going wrong? Is there suddenly less demand for your products? Was the brand reputation sullied, causing consumers to migrate to a competitor? It may be something far more simple and easy to fix. Make sure you aren’t a victim of website faux pas and, if you are, that it isn’t hurting your conversion rate by chasing off customers. Here are some things to look out for.
The experience of site users is actually key to conversions. If your site is difficult to navigate, consumers can’t find the products they want with a few clicks or a simple search, or the shopping cart is complicated, you are likely to lose customers. When consumers encounter this, they will try and find the products they need at a more user-friendly site. Make sure that your site and cart are simple and intuitive for new users and repeat customers.
Also, even on a shopping site, users still expect high quality content. Make sure that the written and visual content on your site is top quality. There’s no room for spelling errors or blurry pictures. Double-checked content and high res photos and videos are a must. Make sure that your site looks and functions just as well for users of mobile devices, since that’s where many people are doing their online shopping.
Finally, be sure that you are giving consumers enough information to make an informed decision. This is a big part of the reason people love shopping online. They can see photos of a product from every side, view the exact specs, watch a video of it in use, and read user reviews. Product comparisons not only save consumers a lot of time, it encourages them to make your site their go-to site anytime they are shopping for items that they know little to nothing about.
In short, if your e-commerce site isn’t doing well, it could well be because of a website faux pas. It may be happening because your site needs to be more professional looking, while providing higher quality content and user engagement.
|No comments||This entry was posted by EIC Social Media Team on February 5, 2015 at 4:30 pm, and is filed under Online Advertising. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Too Early to Plan Holiday Shopping: Actually, It Never Is
Online shopping has changed the way that the holiday season works: now, it is never too early to plan holiday shopping strategies. People used to start shopping on Black Friday. Now they grab holiday gifts all year long (though most holiday gifts are still bought after Thanksgiving). In fact, last minute shopping may be even more popular than ever, as it seems that more and more people who don’t look for gifts throughout the year end up holding out for that final minute sale. Plus, you have to remember that mobile sales are on the rise, and marketing your holiday sales to mobile users is more important than ever before.
This means that your target audience is more fragmented and will be coming at you from more directions than in previous years. It takes additional planning to ensure that your strategies will reach the people that you need to reach and actually translate into sales. Mobile friendly shopping is a must have for pretty much every industry now. If you need to develop a mobile site, get it done before the holidays. Your email campaigns need to be targeted and should include a strong CTA to drive sales.
Again, even though Black Friday is no longer the start of holiday shopping for many, you can’t ignore it. It’s basically turned into a holiday for retailers. Some stores make up for an entire year’s worth of red in one day. It’s earned its name, so use it.
Don’t neglect the other days that have developed in Black Friday’s wake. American Express created an additional day for small businesses on Saturday. If you can’t compete with the big sales on Friday, you can dominate the local businesses the next day. Cyber Monday has become a huge day for online sales. Make sure customers who actually use the email links land on a page that drives sales.
These days it is never too early to plan holiday shopping strategies, as sales don’t end when the holidays do. After the holidays many people are looking to use gift cards they received as presents or they are looking to buy that item they were hoping for but didn’t get. There are also the ‘New Year’s Resolution’ type products that people are buying. If you have a product for this niche, be sure to capitalize quickly before they shelve these resolutions until the next January.
|No comments||This entry was posted by EIC Social Media Team on November 6, 2014 at 4:30 pm, and is filed under Holiday Shopping. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|