More choice means it not only becomes harder to persuade customers to engage with a particular proposition but also to retain their interest post-transaction.
Digital has leveraged the greater array of choices available to consumers now, which is much more than at any other time in our economic development, representing a real challenges to build brand loyalty for marketers. At the same time, it has made it this choice available to far more people than in any previous period of history.
This combination of choice and availability does two things:
It disrupts traditional or established relationships, particularly where the choice becomes limited or stale.
It creates an enhanced set of expectations for customer experience.
As a consequence, it not only becomes harder to persuade customers to engage with a particular proposition but also to retain their interest post-transaction. In our experience, this is primarily down to a failure to deliver the best possible…
Depending on what business you’re in, typically anywhere from 2%-15% of your online visitors convert into customers. That means 85%-98% don’t. So, wouldn’t you like to know why?
You can, by gathering some critical customer feedback with some very affordable methods and tools. Best of all, all of these analyses can be done for less than $1000 (USD).
I call this ‘taking the pulse’ of your prospects and customers — from two angles, and using multiple methods. By two angles I mean doing both quantitative and qualitative analysis. And the methods include:
Reviewing your analytics data
Reviewing your visitor clickstream data
Gathering ‘voice of customer’ data
Running an eye-tracking study
Launching a one-question poll
Getting expert conversion review
Why so many methods? Well, your medical doctor doesn’t just check your blood pressure, then say, ‘OK, we’re done,’ and send you on your…
Customers are not only looking for a great product or service but also the most convenient and appealing way to get it - ie, mobile apps.
So, there’s no uber to take you to your destination; no Google Maps to help you find the way; no Zomato to satiate your cravings, or no Amazon app to order that item in your wishlist.
How does that sound? Scary?
That is the magnitude by which mobile apps have consumed our lives.
In recent times, we became dependant on our apps for pretty much everything.
But why did the transition happen? If most of the things that a mobile app does, can happen via a website too, then why have apps taken the front seat?
The answer is simple - convenience.
[caption id="attachment_149453" align="aligncenter" width="640"] [Image Source][/caption]According to Walker study, it is…
Perception matters when it comes to pricing. By applying a few principles of human perception to price presentation, you can craft your copywriting to maximize the perceived value in your prospect’s mind
Lee Atwater is attributed as saying, 'perception is reality.' This is never truer that in the world of marketing in general, and Offer pages in particular.
By applying a few principles of human perception to price presentation, you can craft your copywriting to maximize the perceived value in your prospect’s mind. The better you can do this, the higher your Average Order Value (AOV) will be - and higher AOVs translate into a higher revenue per visitor (RPV). Best of all, doing this requires only a bit of extra time and cost.
Pricing by stage of customer journey
If you’ve been doing digital marketing for some time, you know the buying stages by heart: Awareness, Consideration, Decision, Action. While your prospects don’t always…
In the last four years, the retail environment has shifted to the point where a more expansive conversation is needed about ‘commerce’ rather than ‘shopping’.
I recently attended a talk by Jamie Peate, Global Head of Retail Strategy at McCann Worldgroup, on the key trends in retail today. Whether you’re a marketer operating in the retail sector or somewhere completely different, many of the points highlighted cuts across industries and provides a unique insight into human behaviour.
Back in 2015, McCann launched the Truth About Shopping, a longitudinal research project to study the dynamics in retail across 26 markets. Four years on, the team revisited the research and noticed that in this short time the retail environment has shifted to the point where a more expansive conversation is needed about ‘commerce’ rather than ‘shopping’.
Today, customers are thinking about everything from…
Keeping new customers satisfied is compulsory if you are to have any chance of turning them into regular customers
As an e-commerce business owner, you probably understand the important role that "trust" plays in converting first-time visitors into paying customers.
This set of visitors would never complete the checkout process if they find anything that makes them feel uncomfortable or doubt the credibility of your service.
So, keeping them satisfied is compulsory if you are to have any chance of turning them into regular customers.
Here are some other benefits you will gain by satisfying new customers:
New referral opportunities — First-time customers are usually more enthusiastic about sharing your e-commerce website with their friends especially when they love the experience.
New reviews — While your old customers may be tired of…
Product pages do more than just represent the product, they help build a relationship with the customer, giving them every reason to open their wallets and make a purchase
For many webmasters, creating a winning e-commerce product page may not seem as sophisticated as to write an entire article about. After all, all product pages have the same purpose and many other crucial aspects come to play in converting the customer.
However, in today’s e-commerce landscape, simply uploading a product, adding some details and then laying back waiting for sales to happen is overly superficial. The dawn of smarter algorithms, more inquisitive online shoppers, and rising competition between brands has given webmasters a lot to think about. Product pages now do more than just representing the product, they help build a relationship with the customer, giving customers every reason to open their wallets and purchase the product.
Therefore, the task is not simple,…
Looking at what big B2C brands get right can help inform your strategy and show you what the next marketing trends are likely to be.
According to a recent survey, only 32% of B2C marketers thought that they were proficient in what they do. B2C marketing requires thoughtful strategizing and planning. It can also benefit from looking at what has worked for others and what hasn't.
In this article, we’ll take a look at some B2C giants and the lessons we can learn from them to improve B2C marketing strategies.
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1. Amazon.com - the power of memberships
There are undoubtedly dozens of lessons that can be learned…
You should strive to add concierge-level service to your e-commerce website’s user experience
We all want to be cared for.
On a business trip to Winnipeg, Canada, Michael Scott’s character in the popular sitcom ‘The Office’ is over-the-moon excited to learn that his hotel has a concierge (a concierge is a hotel employee whose job it is to assist guests with their every need). If you’ve seen the episode, you know that later that evening the concierge’s services far exceed his logistical support needs.
It’s human nature to want to be cared for, especially in this often impersonal world. So you should strive to add concierge-level service to your e-commerce website’s user experience. To make your service ubiquitous and consistent, you should extend this higher level of service to your other customer contact channels.
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Headless commerce is rising its ‘head’ in the e-commerce space, empowering marketers to deliver extraordinary customer experiences. Here’s what you need to know about this new e-commerce strategy
Online shoppers seem to be embracing the Internet of Things (IoT) era like no other. The introduction of connected devices, applications, and touchpoints has brought about a drastic change in customer behavior and expectations. In-store interfaces, smart voice assistants, and Amazon Dash buttons are offering customers innovative ways to know about the product, read online reviews, and shop.
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E-commerce sites like Amazon and eBay are staying on top of this digital trend by embracing headless commerce that allows them to deliver relevant experiences to their audience.
So, what is headless commerce, anyway?