How golfing brand Lyle & Scott achieved a 48% Increase in Revenue Per Visitor
Throughout its 140 year history, Lyle & Scott has built a global reputation for distinctive, beautifully designed, high quality knitwear, combined with the brand’s solid authority and presence in the golfing sector. The company is committed to developing new and exciting products, making them available to customers across multiple channels. The Lyle & Scott website (www.lyleandscott.com) now retails in over 50 countries worldwide making ecommerce one of the major components of the company’s sales structure. This case study shows how they increased the vital revenue per visitor KPIs by following the AWA Digital Ecommerce CRO process.
CRO project background and objectives
Lyle & Scott’s objective was to increase the conversion rate of the Website. The ecommerce team wanted to augment online sales by increasing revenue per customer.
The ecommerce team had built a substantial customer database and were already mining…
Facebook's new analytics tool for Chatbots signals its desire to make bots a key part of Messenger's attractiveness to brands
Chatbots are the hot new trend that's got marketers excited this year. Their success comes from the confluence of two separate trends - the massive growth in the popularity of chat apps (which is in turn driven by the rise of mobile & social), and the development of ever more powerful AI technologies. Since Facebook announced it would support Chatbots on its Messenger app in April 2016, over 34,000 Messenger bots have been created. Whether it's Taco Bell's bot giving menu recommendations, being able to order an Uber via tapping a car icon in Facebook messenger or getting a rundown of the day's news from CNN's chatbot sent straight to you, brands have been quick to seize the potential afforded by building Chatbots within the Messenger platform.
It easy to see why…
Chart of the Day: What are the reasons for abandoning cart during checkout?
In our latest Chart of the Day, we look into why customers abandon at checkout.
Abandonment is a big issue for marketers and ecommerce professionals, but in addition to putting in place techniques to decrease cart abandonment it's important to understand why customers abandon carts in the first place.
The study found that most 61% abandon because the shipping or extra costs are too high.
35% abandoned because they were required to create an account and 27% abandoned due to a complicated checkout process.
Cart abandonment is a global concern, as shown by the chart below.
Source: InboxArmy
Sample: 1044 survey responses
Recommended resource: Visit our Ecommerce toolkit for the latest resources to help you with your Ecommerce marketing.
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Ingredients to increase your Ecommerce conversions
Let’s take a moment and think about your favourite shoe brand – Is it really a brand or is it an Ecommerce store just like any other? How did it became your favourite? Well, the answer is straightforward. Of the online brands that initially spring up as an Ecommerce store, their evolution into an effective brand depends on what kinds of products and services they provide, and more importantly what they do to make their customers feel happy and satisfied. Then, a brand becomes more of a feeling that drives customers to your store.
Fundamentals of E-Commerce branding
Before you decide on a successful brand strategy, you must have a sound understanding of your own business. Start by brainstorming on following issues to discover what makes your brand stand out.
Does your online business have a goal?
Does your product solve any problems?
What…
Learn How to Boost Your Marketing Return on Investment Performance by Tracking Competitor Prices and Assortments
Ecommerce businesses face very strong competition due to the fact that SMEs have entered into the online world almost as quickly as the biggest companies, such as Amazon or Alibaba, resulting in the existence of millions of e-commerce companies.
This great competition is not just focused on who sells something, but also on the earliest stages of the buying process, like getting customer attention when they are just looking for information prior to buying. Ecommerce competition is one of the best examples of Porter’s framework, since online buying decisions depend on many factors that are hard to control.
In this article, we will explain how pricing affects ecommerce competition and show how to become more competitive by getting smarter about it, in order to boost the ROI your marketing efforts, so you can attract and keep…
How to win at Black Friday and Cyber Monday
Black Friday is traditionally the busiest shopping day of the year. It kicks off the critical holiday season. The holiday shopping season is crucial for the economy because around 30% of annual retail sales occur between Black Friday and Christmas. For some retailers, such as jewellers, it's even higher -- nearly 40%.
Having roots in the retail sector, there is still a part of me that gets that toe-curling feeling when hearing those two words together – Black Friday. It is infamous with chaos, carnage and that primal, possessive part of our brains. There are those who have opted out of the chance of being trampled, losing teeth and other appendages and getting into car park fisticuffs, but have instead opted for waging this warfare online.
The premise of Black Friday was to be a purely retail experience with rock-bottom deals on majority stocks in…
Chart of the Day: we question whether flash sales and daily deal marketing services are still giving customers what they want?
Daily deal sites have taken a few blows over the years, Groupon cut staff and fired it's CEO, Living Social was eventually bought by Wowcher which was sold by the Daily Mail. Amazon have also closed their daily deals service. But one great insight into daily deal sites is search history, which has slowly declined for 5 years.
trends.embed.renderExploreWidget("TIMESERIES", {"comparisonItem":[{"keyword":"daily deals","geo":"","time":"today 5-y"}],"category":0,"property":""}, {"exploreQuery":"q=daily%20deals","guestPath":"https://www.google.co.uk:443/trends/embed/"});
The UK is one of the most prominent countries searching for daily deals, Australia, Ireland, Canada and the US also have a pretty strong taste for daily deals too.
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Google Trends also reveal that one of the most searched for keyphrase was www.ebay.co.uk daily deals.
Searches for daily deals might be declining, and…
Email strategies must recognise users are now constantly moving between devices
Consumers now expect a consistent experience across every device – whether they happen to be using a PC, mobile or tablet. So what can businesses do to improve the customer journey that is gradually blurring between devices?
Since Apple launched the iPhone in 2007, smartphones have saturated our society with as much as two thirds of UK’s population owning one according to Ofcom[1]. Even before we have stumbled out of bed in the morning, we are likely to have checked our mobile to catch up on the news, read emails, get the weather forecast and browse social media channels.
In fact, the average smartphone user carries out over 200 tasks a day on their mobile, compared to just 140 on a desktop or laptop.[2] Even web browsing, traditionally a desktop or laptop task, is now a smartphone-centric pastime…
Sales metrics should not be alien to digital marketing teams
As digital marketers, it is our job to drive sales for our business, correct? Wait, but isn’t that the job of the sales department..? As it turns out, with Smarketing we have many of the same goals and objectives so it makes sense that we would work together to form a more united team and focus on the same measurements to close our deals.
Source: HubSpot
I realize this is easier said than done, but if you look at the statistics: according to an Aberdeen report, companies that were successful in aligning their sales and marketing teams were able to increase revenue by 20%. This is in stark comparison to those who weren’t able to align the two departments and saw a 4% decline.
Yes, it…
Expanded Text Ads re-write the Ad Words rulebook. Don't miss out on their benefits.
Google’s new Expanded Text Ads (ETAs) have been a real game-changer for pay-per-click marketers, rewriting the rules for AdWords best practice and forcing users to adapt. Almost doubling the character count allows greater opportunity to create engaging, unique content, and with Google reporting increased click-through rates of 20-30% during beta testing, it’s a development that PPC managers cannot afford to ignore.
The search engine giant will be shifting to the expanded format permanently, phasing out ‘standard’ ads by the end of January 2017. Any experienced AdWords marketer worth their salt will appreciate the need to lead the pack and nail their ETA game before competitors know what’s hit them, so here’s a brief guide to doing just that.
What inspired the change?
It’s been 16 years since AdWords…
