Creating a compelling offer requires extensive knowledge of your target audience and their specific needs and challenges
There’s one thing no business can thrive or operate profitably without - a compelling offer. It’s the heart of any business success and the lifeblood that keeps all the business processes moving seamlessly forward.
That being said, whatever it is that you’re offering (a product, service, education, consultancy, and so on), you’ll have a much better chance of success if you make that offer as compelling as possible.
But what does a compelling offer mean exactly? To paraphrase Marlon Brando in The Godfather, a compelling offer is that irresistible offer your target customer simply cannot refuse. Usually, it comes immediately after the lead magnet.
Creating a compelling offer requires extensive knowledge of your target audience and their specific needs and challenges, but you must also be very familiar with the industry and your niche, have excellent copywriting…
Today is 30 years since the conception of the World Wide Web and three decades of social change
The World Wide Web turns 30 today (March 12th), meaning it has been changing how we connect with friends, family and businesses for three decades. In fact, it has pretty much changed how we all live our lives, let alone market to people.
Created in 1989 by Tm Berners-Lee, the web started off as a proposal for a new information management system. The system was to connect documents held on different computers at his place of work. While his supervisor thought the idea was exciting, it was also highlighted as being vague to begin with.
Following the creation of the web, the first search engine was created in 1990. Called Archie, it was thought of and implemented by a student, paving the way for Google and other search engines over the years.
30 years of growth
Thanks to Google and its various projects during 2018, we have a whole list of things that can help improve and elevate the status of your e-commerce brand
The relentless growth in the sector of digital marketing and business in the form of e-commerce has vastly affected the process of website design and development. In the world of e-commerce, the development of a platform is user-specific and depends on the latest advancement in the domain of online shopping.
To deliver an extraordinary and up-to-date experience to customers, web architects need to keep check the e-commerce website design every now and then and change it accordingly.
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Thanks to Google and its various…
Chart of the Week: 83% of customers feel rewarded by cash back, making it the most popular type of loyalty scheme
Customer loyalty is a big aim for any e-commerce brand. Not only do loyal customers mean repeat purchases, they also recommend your brand to others and are more likely to become social advocates for it.
While businesses know the importance of customer loyalty, it seems that very few are doing anything to really encourage it.
How are loyalty schemes getting it wrong?
According to new research from Dosh, 48% of customers don’t feel as though their loyalty is valued by major retailers. This could mean that current loyalty schemes aren’t quite hitting the mark, meaning there is a lot of opportunities for retailers – especially as 87% of consumers are more likely to show…
E-commerce businesses cannot stay on one platform if they want to get ahead of the competition. This is where e-commerce multichannel marketing comes in
Channel loyalty doesn’t exist; buyers check different channels before they make a purchase.
Even with promos, they still compare offerings. Take Amazon prime day for example. Some 76% of shoppers plan to visit other channels before making a purchase. Around 46% of them compare prices at Walmart, 40% use Target, 39% try brand websites.
E-commerce businesses cannot stay on one platform if they want to get ahead of the competition. This is where e-commerce multichannel marketing comes in. Multichannel marketing involves promoting and selling on every channel that your customers can interact with you on.
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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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Ecommerce strategies that will set your business apart from competitors
Traditional retail is dead.
Or perhaps it is experiencing a slow death due to the rise of the Ecommerce industry.
Many experts will say that the retail apocalypse has been greatly exaggerated but the truth is, more and more brick and mortar stores are gearing towards operating their business online.
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Even big brands such as Macy's, Bebe, Guess and Payless have closed dozens - or even hundreds of stores in 2017. Big names such as KMart, Sears and Toys R Us have also declared bankruptcy…
Sales guru Jim Rohn aptly said:
‘Success is neither magical nor mysterious; it’s the natural consequence of consistently applying the fundamentals.’
I agree wholeheartedly. In order to sell better online you need to know the fundamentals, or essentials, of persuasive selling. These same principles apply whether you’re selling face-to-face or on a website. Only by doing so will you achieve your overarching merchandising goals: more add-to-carts and conversions, triggered by higher click-throughs on your website’s sales pages.
In this post I cover essential selling practices. I discuss best practices and optimisation techniques separately.
Start with the essentials
For us humans, the essentials are food, water and rest. For online merchandising, selling essentials are more emotion-based, and include:
Understanding your prospects needs and desires
Earning the trust of your visitors
Using persuasive selling tactics
Tailoring your pitch to your shopper’s stage
Creating a Product Finder tool
Offering proactive customer support
Understanding your prospects
Here’s another saying…
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.
Chart of the Day: Exclusives, rewards and a sense of achievement drive people to purchase
Visit any ecommerce company website and you'll likely find you can sign up for a free account or a free trial of the product/tool/service, with which the company hopes to entice you enough to become a regular customer. For example, the office favourite Graze will send you your first box of goodies free, Amazon Prime offers your first 30 days free even here at Smart Insights your can sign up for a free account and access over 20 of our resources.
This freemium model has become the defacto model for most brands online. The issue? You have to try and convince your audience who use your free service how do you convert them into paying customers. This is where new research on the mobile gaming industry from Facebook could help.
The most important benefits for high-value payers in developed countries…