Over 56% of the 18-24 age group are Retail Showrooming
Retailers are embracing how consumers are using their phones and it's more than a browse or research product function with consumers using their phone in store in a variety of ways to price check, access ratings, reviews and promotions - all common 'Retail Showrooming' practices. This research shows the relative popularity of these activities in the UK:
comScore are seeing a similar patten in other countries using their panel. For example, in Germany, as comScore's latest research released from their MMX® Multi-Platform panel shows: 'over 40% of smartphone users are using their phone whilst shopping'.
You can download the full comScore Multiplatform Majority report from their site. Also, look out for our new report from Tery Spatero on crafting the multi-channel retail experience.
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Why developing an emotional connection through personal branding is essential for ecommerce
On a daily basis, the average consumer will see as many as 5,000 ads. The sheer volume of ads is a large reason why many consumers view companies with distrust, believing that they will only take action and speak with only sales in mind.
The reality is, consumers prefer to do business with people, not companies. Personal branding allows your audience to see the human behind the operation.
Why Personal brands?
The most important factor in determining the success of a company is trust. Unlike brick-and-mortar stores, your customers do not immediately receive a physical good after they have shopped at an e-commerce store. In order for them to make a purchase from your site, they must be assured that they will receive the product and…
5 common failings for a small business Ecommerce store launch
Launching an online store usually requires plenty of effort and initial expense. Often small business owners and developers make the same mistakes which arise since the ecommerce development process is not yet effective. Ignoring these inefficiencies can be detrimental to the business and result in spending on fixing related issues. .
For success, a web store owner needs to define a project launch plan with a clear marketing strategy. Remember, you create a website not for yourself, but for prospective customers, so take into consideration all of their preferences. Many customers don’t want to spend their precious time on understanding how to use a website, and they will probably go elsewhere - so your ecommerce functionality is crucial!
Here are some critical online business mistakes to avoid:
1. Poor design and functionality
The importance of a memorable and modern design is a significant element…
Examples and tips to improve your conversion funnel for your persona?
Visualizing your conversion funnels, personalizing them for your buyer personas, optimizing their CTAs, landing pages, and other elements requires knowing things you may not know and testing new concepts.
Conversion funnels are the freeway systems of website infrastructure, with landing pages as on-ramps and exit pages as off-ramps; but also with a variety of bridges, underpasses, toll booths, and traffic cameras throughout.
MarketingSherpa shocks us with the statistic that only 68% of B2B marketers have identified their funnel. And, naturally, in order to optimize your funnel and explore the things that you do not yet know about funnels, you first need to define what your funnel is.
The Basics: What is your conversion funnel?
Theoretically, your funnel is the series of steps prospects take on their journey to becoming your customers. Graphically,…
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17 Oct 2014
What are the main challenges and opportunities of mobile commerce that need to be overcome for mobile sales growth?
Worldwide, B2C ecommerce sales are growing steadily and set to top the $1.5 trillion mark this year, and increasingly significant contributors to this enormous sum are mobile devices.
In Europe, mobile shoppers are set to spend £19.8 billion in 2014, almost twice as much as last year’s spend of £10.7 billion, according to research by RetailMeNot. In the US, the figures are even higher – with eMarketer predicting that US retail mcommerce sales will total $56.72 billion in 2014, up 36.1% from 2013.
Even these figures omit revenues from travel bookings on mobile devices, a sector that is seeing a 50% increase in mobile activity and which it is estimated is worth a further $25 billion.
There’s no escaping the fact that mobile commerce…
What Makes Great Ecommerce Website Design? Part 3: The Product Page
The product page is one of the most important page templates for retail sites, if you look at the footfall across a site (for example, from the Content Drilldown in Google Analytics for well architected sites). So, Part 3 of my series of recommendations on ecommerce website design dedicated to best practice I look at product pages. Previously we looked at retail home page and category page best practices.
The product page is the page that most customers who are engaged in buying mode will spend some time on: reading descriptions, comparing specs and flicking through product images..
Although some websites feature a 'quick buy function' which may enable customers to 'skip' this page. However this behaviour depends on the stage in the buying cycle the customer is at (and whether or not in-depth information is required). For example those customers who already know exactly what product they…
A review of alternative call tracking techniques and systems linking to a contact centre
In the online world, it should be much easier for marketers to understand customer behaviour. Although online advertising is still evolving, it’s cheaper than offline marketing; ecommerce allows for instant conversions; and online it is possible to track real time results via impressions and clicks.
However, although the internet may be great for building smart customer profiles, businesses should not neglect the importance of human contact in the customer journey. A recent study found that 64% of people get frustrated when they can only interact with a company online.
The phone, the unsexy cousin of the click, is still the strongest lead source for the majority of businesses. Therefore one of the biggest challenges for online marketers is in connecting…
Be objective by using Business Intelligence
One of the most pertinent quotes about the data analytics industry was said by Jim Barksdale, former Netscape CEO: 'If we have data, let’s look at data. If all we have are opinions, let’s go with mine.' This strikes a chord in businesses, especially when it comes to strategizing and improving the user experience (UX) where perceptions of how good an online experience is, with all its benefits and constraints, is shaped by the personal backgrounds and expertise of many individuals within an industry. Developers, designers, and information architects will all come up with different critiques and directions to the same issue.
Business Intelligence is your only objective friend
Tapping into the power of BI as a way to improve user experience
BI and data analytics, on the other hand, give businesses fact-based assessments, numbers, and…
An interview with the VP of Aviasales.ru - a case study of mobile app lead generation
In today’s mobile market, app developers concentrate primarily on making money from in-app purchases. However, there are many other ways to make a profit with an app. At AppInTop mobile app marketing podcast (English, Russian), we talked to Ivan Kozlov, Vice President of Mobile Products at Aviasales.ru about how to leverage a mobile app as a lead generation tool.
A lead gen case study - an airline ticket search app
Airline tickets are a very complicated product, and this is a low-margin business. But that doesn’t mean that you can’t make money in this niche. It’s perfectly realistic to create a successful product in this area, but to do so you…
Learning to avoid Dumb AB testing mistakes
Back in 2005, I started my first forays into split testing of emails, landing pages and funnels whilst working at LOVEFiLM. I'm nearly at my 10 year anniversary, and after seeing over 40 million visitors split tested with stuff, I've become rather battle hardened to all the curious, strange and just plain stupid ways I've managed to break my own experiments.
I'll be doing a talk this Wednesday at the Smart Insights Digital Marketing conference on how to improve structured testing to boost profits, so to introduce it, I wanted to write a little about one critical way we can all improve our AB and Multivariate testing. So, in this article, I'll be exploring device and browser compatibility or 'Getting with what your customers have at their fingertips'.
AB testing your developers instead of…
