Two-thirds of carts are abandoned. Here's how to win those customers back.

When a consumer reaches the final stages of making a purchase but decides to abandon their shopping cart, it’s clear there is some level of objection. Shopping cart abandonment is one of the largest obstacles for ecommerce retailers to overcome and the extent of the problem is shocking. On average, 67% of online shopping carts are abandoned (Shopify) meaning businesses who are failing to proactively engage with these potential customers are missing out on a huge opportunity to recover lost interest to generate conversions and, ultimately,  sales. It’s easy to assume the majority of cart abandonments happen because consumers are undecided over a purchase, when actually there are numerous underlying reasons that are directly linked to your business’ sales process - ’not being ready for purchase’ only takes third place according to  Business Insider’s top eight reasons for shopping…

These massive trends will change E-commerce marketing this year

We are now well into 2017. If you are to develop a winning e-commerce marketing strategy you'll need to start planning now. E-commerce continues to grow rapidly, but with the huge market acting as a magnet to brands large and small, competition will ramp up faster than the total growth of the market. This means customers will be harder to win, easier to lose and fussier on price and user experience. To avoid falling behind the ever more fierce competition, you will need to both be aware of and benefit from the latest trends in e-commerce. These megatrends are global, have huge implications, and are not going to go away anytime soon. Ecommerce marketers will have to integrate them into their planning to be successful this year And if any of you think you can get away without creating a detailed plan - remember that…

Headless commerce means performing updates and tests is easier and quicker.

All enterprise e-commerce platforms were created in the era of desktop screens running web browsers. The assumption that desktop browsers would be the main audience for commerce was baked into the architecture of the platform. At the time, no one dreamed of all of the places customers would one day make purchases or that we would be shopping on screens of every size using mobile and wearable tech — or with no screen at all, as with Google Home or Amazon Echo smart speakers. Now, we buy directly from social media feeds like Instagram and Twitter or from inside applications such as Snapchat. With more digitally enabled and networked devices added to our environment every week, the only safe assumption we can make is that there's no way to know the complete picture of commerce channels. You’ve probably noticed big changes in the…

The Future of British Trade with Europe: A Light at the End of the Chunnel?

With Article 50 having been triggered recently by UK Prime Minister Theresa May, Brexit is now actually happening and calls for a revote can be forgotten. The negotiations are officially underway, and guess what, uncertainty still lingers in the air like a dense, London fog. So, what lies ahead for British business owners?

Building bridges by building tunnels

When the Channel Tunnel connecting Folkestone, England and Coquelles, France was opened in 1994, it was seen as a symbol of unity between the UK and mainland Europe. Though the idea of connecting the two landmasses was rejected for years by the British during the height of their empire, minds were changed as the new economic realities of the world started to take shape after World War II. Today, there is no question as to the importance of such a tunnel.…

Trust Is Your Most Valuable Asset, So It’s Time to Embrace the Most Trusted Source: Other People

Social media has reinforced the common belief that many of us have: other people like me the most. Marketers have caught on and are looking to capitalize on that desire for the spotlight and the chance to celebrate people who are putting themselves out there for the world to see. Social posts, featured reviews, photos, and other content are now coming from customers and marketers are happily sharing these to give each person their moment in the Sun. All of this user-generated content (UGC) is being touted as the next big thing in content marketing, and we think it’s particularly useful for e-commerce brands. Your e-commerce shop relies heavily on user reviews, word of mouth, positive shares, and social buzz, which is UGC in a nutshell. Your fans and followers are already creating and consuming social content…

Is your marketing automation set up to upsell as well as focus on ROI?

Everything your business does should focus on surpassing your revenue goal. Are you really doing enough to reach that point? Smart digital marketing doesn’t just sell products; it convinces customers to add to their purchases through accessories or higher quality (and incidentally, higher priced) items. This is a tactic known in e-commerce as the upsell. Upsells are highly useful for attaining business goals. They help with revenue, obviously but they can accomplish a much more worthy task than that: namely, securing the loyal customer. When you sell a customer a core product, he or she usually makes the purchase based on factors other than your brand. Maybe the purchase occurred because the item had the best price, or you offered free shipping. That single purchase doesn’t create a loyal customer by itself. Arranging an upsell, on the other hand, raises the…

How to Successfully Transition to an E-commerce Revenue Model

Reduced shelf space has spared no product category. Giant retailers like Target have been steadily reducing items they stock on their shelves to cut down on the number of items filling up their storerooms. While reducing shelf space might make life easier for retailers, it's making things tough on product manufacturers. Manufacturers in prime categories like baby and maternity products have reason to be worried. Destination Maternity, for example, recorded a net loss of $1.5 million in its fiscal third quarter, and its revenue fell from $119.5 million in the previous quarter to $102.6 million. Same-store sales dropped by 3.5 percent, and the company’s relationships ended with Gordmans, Sears, and Kohl's due to the closure of leased departments or the retailers' efforts to scale back. Shelf space is…

Finding creative ways to market a product that isn’t going to get millions of social shares

Going viral. It’s the dream of so many digital marketers. If you could just get one video, one blog post, one social media infographic to go viral. Then your campaign (or product or client) would be a total success. But what can you do when going viral isn’t an option? How can you use digital marketing techniques to successfully reach an audience that needs your product, but might not be willing to admit it on their social networks? It’s a challenge, but it can be done. And with great success. Take one example: Brickell Men’s Products. This luxury men’s skincare brand was started with a heavy dose of reality. The story of the company’s founding starts with Josh - one of the co-founders - being teased by…

Google home, Amazon Echo and other virtual personal assistants will transform ecommerce marketing

2016 saw the rise of connected home voice assistants, such as Amazon Echo and Google Home, but 2017 is the year they mature. Last week, Google announced that its Google Home product would be able to place orders of essential items for consumers in the US. A user can place orders just by asking Google Home to do it, with the only interface being natural speech. This is the ultimate UX experience. Now it's as easy to get Google to pick up some shopping for you as it is to ask your better half if there is any milk left. Google home will send your order to participating retailers, who can then fulfil it. Google has announced it is partnering with major retailers such as Costco, Whole Foods Market, Walgreens, PetSmart, Bed Bath…

Most companies are doing nothing to re-activate abandoned carts

A 12-month survey for 2016 conducted by ecommerce recovery specialists Optilead has identified that 81% of online abandonment is totally ignored. This means that in the tests, valued at £2.1m, a staggering £1.7m of abandoned transactions were not followed up. Over the past few years, online sales have increased in the UK in excess of 10% per year – with this continued increase comes higher competition and the increased need to maximise each opportunity. Despite this, recent reports suggest $4 trillion worldwide would be lost to abandonment alone during 2016. Optilead surveyed 946 websites in the UK to identify how they react - and determine whether they engage with customers or leave them to become part of the global abandonment issue. The average abandonment rate across all sectors is 76%. But it's not just the abandonment rate that's of concern – it's the low…

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