An easy, visual guide to help you implement AMP for ecommerce to increase conversions

E-commerce is all about creating an amazing shopping experience online for the visitor with the intention of getting them to click, convert, and become a customer. With changes in consumer shopping behaviors, online brands have had to adjust how they market to prospective customers, as well as the user experience, to ensure an enjoyable experience. The largest change has come from the adoption of mobile technology.   There are more than 4.9 billion people globally utilizing smartphones, representing around 66% of the world’s population. And as of January 2017, mobile phones accounted for 50% of internet traffic. That’s a 30% increase from last year alone. …

Key steps and best practices to win with Amazon - digital advertising

In the previous post in this series (key steps and best practises to win with Amazon - Ecommerce) we looked at the exponential growth of Amazon and the share of mind it has gained globally over the last ten years, surpassing many older, more established brands with an unwavering focus on innovation and the customer experience. [si_guide_block id="5676" title="Download FREE Resource – Digital marketing plan template" description="Our popular marketing planning template built on the Smart Insights RACE planning system."/] Amazon’s drive to become the ‘everything store’ has led the company to move into many new and different areas, including technology, original content and web services (BBC iPlayer and even Netflix run on Amazon!). Whilst Amazon is more widely known as an ecommerce platform, the company’s move into media and its burgeoning advertising business is starting to cause tremors…

Part 1 of 2: How ecommerce can win with Amazon

Amazon is by far one of the biggest and well-known brands in the world and one of the top five largest companies in the world by market capitalization. The business has grown exponentially over the last 10 years and the pace is continuing at a rate of knots: Source: US Stock Market  Amazon has been a growing and dominant force of nature in the world of retailing since its origins in 1994, threatening existing players such as Walmart and Toys R Us, whilst disrupting entire market dynamics and customers expectations of what is expected in terms of quality, service and delivery. *For a detailed run-through of Amazon’s history, business model and strategy check out Dave Chaffey’s in-depth case study analysis. [si_guide_block id="79186" title="Download FREE Resource – 10 ecommerce mistakes" description="Explore the…

How online coupon and comparison site Dealhack have re-established themselves

Dealhack launched back in 2005 and proved popular with users in creative careers.

How have Dealhack marketed themselves?

Through market research and competitor analysis, the company positions itself as the gap between coupon and comparison shopping sites that have thousands of entries and insider blogs like Engadget or Gizmodo. The discount company serves both as a shopping guide and a source for special deals, thus shortening the customer lifecycle as they are able to research and buy on the same site. Dealhack also has regular weekly features that its users enjoy, like Top 10 CDs, Top 5 DVD Sales and Rentals, Top 10 In-Demand Book Titles, and highlighted "Dealhack Favorites."

What Dealhack do?

Today’s shoppers look for value for money when purchasing products as retailers struggle due to brand loyalty and increased competition. Coupon sites have helped to decrease the gap between online retailers and consumers.…

Chart of the Day: New research shows the dynamics of digital marketplaces

When creating a digital marketing strategy, it's important to use the analysis time to accurately understand the dynamics of your digital marketplace. In my articles and visuals on digital marketplace analysis, I show how a methodology for summarising the online marketplace from a customer perspective through creating a marketplace map. The example map from ZenithOptimedia in that article shows a practical tool to summarise opportunities to interact and influence with consumers through their customer journey.

How important are brand Ecommerce stores?

One of the significant business model developments facilitated by the Internet is that brands can now sell direct to customers (sometimes know as a the direct-to-consumer D2C business model) either through their own site, e.g. the Nike.com Ecommerce store, or through marketplace stores on Amazon or eBay. This new insight compares the relative popularity of these marketplace options for consumers and…

Customer engagement in ecommerce is paramount to success and must be a constant priority for your company

If your company isn’t hitting its sales targets, there could be a number of reasons responsible for these shortcomings. However, all too often, companies aren’t profiting as much as they should because they’re not engaging customers as much as they should. This is an especially prevalent problem in ecommerce. Without any face-to-face opportunities, far too many companies are dropping the ball when it comes to customer engagement. Sound familiar?

Why Customer Engagement Is Essential to Ecommerce

It should come as no surprise that people like individual attention. Alternatively, no one wants to feel like they’re just a number. We’ll spend our money on something we want, but most of us will also pay more if better service comes with it. This isn’t a small distinction, either. You ignore it at your company’s risk. 86% of consumers will spend more…

Chart of the Day: Consumer Interest in Using Voice Assistants and Voice Search

Originating from the smartphone trend of voice search, where Apple and Google introduced voice assistants on their smartphone operating systems, we now have voice interactions through the likes of Apple Siri, Google Assistant and Amazon Alexa/Echo. This seems to be a growing trend across all the main digital platform providers and these voice assistants are predominately used for search queries.

Google highlighted that more than 20% of mobile queries are voice-based and this will only grow by 2020. 40% of millennials have already started making search queries through a voice assistant, prior to making a purchase. In fact, a research report from BI Intelligence shows that the younger you are, the more likely you are to switch to and prefer voice-activated search as opposed to traditional search engines. 

When it comes to selling online, a good marketer is doing their best to optimize the marketing funnel. But most often they do the online part of the job - supporting the customer on their way to the shopping cart

It is not new that we make our decisions emotionally, so often ignoring the rational part of the purchase while analyzing the product. When surfing online for a new pair of pants, we will buy only them, most likely. But what if we come to the store and try a new pair of pants on? What if walking between the aisles we will stumble upon an amazing blazer and a cool shirt? Well, we will try them on also, since we are already heading to the dressing rooms. More experimentation, assisted purchasing, great atmosphere, people around... The growth…

The most important trends and innovations across the customer lifecycle to inform your 2018 ecommerce strategy using the RACE planning framework

Knowing the key techniques to improve your conversion rates is vital to any ecommerce marketing strategy. We will be taking a look at the biggest trends in ecommerce marketing you should seriously think about adopting in 2018 to get ahead of your competition. We have created a series posts on digital marketing trends 2018 across marketing channels including, email, social, search engine marketing, and an overall 100+ must-see marketing research 2017 statistics. Now, we will evaluate the biggest innovations and strategies that should be adopted in the ecommerce sector. Smart Insights customer lifecycle model for retail and ecommerce, details the different customer touchpoints across the RACE framework for different 'type of customers: window shoppers, 1st purchase, repeat customers, and loyal…

Chart of the Day: The top reasons which stop consumers converting on smartphone

The m-commerce gap is a well-known and growing challenge for retailers. We all know the tremendous growth in the use of smartphones shown by the rise in % of mobile share of digital minutes which, as our mobile-smartphone stats summary shows stands at 71% in the US, 62% in Canada, 61% in the UK and higher in Latin (Mexico, 75%) and South America (Brazil, 72%) and higher still in Asia (China, 71% and Indonesia 91%). The problem for retailers is that ecommerce conversion rates on smartphones are significantly lower than desktop. Smartphone conversion rates are at about half of conversion rates on desktop, as a rule of thumb. This is partly inevitable since some smartphone users will prefer to make the purchase on desktop for convenience when they may prefer to browse on smartphone. Yet, many retailers will still…

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