You may have products that are needed to fulfil consumers needs, however, with competition increasing on a daily basis- not offering information that is required to influence their purchase decisions can hamper growth.
Content marketing is here since quite a while now, however, the resources accepted by online shoppers have gone far beyond templates and email marketing campaigns. But the question, are you adapting content marketing methods that are being accepted by consumers over time. Editorial content an effective buzzword for seller in this year 2016 Price can surely be one of the most important influencing factors to online shoppers; however, content is helping sellers to differentiate their brand and products from competitors across the web. What is editorial content? When I say content it does not limit to product descriptions but with the popularity of digital channels, content is now being offered in a way to educate consumers and not just offer them a bunch of selling ads. This can be known as an editorial content marketing effort. To make it easy for you, I have chosen few eCommerce brands that are performing excellent editorial content marketing strategies. Let’s take a look at them: 1. Product tutorial- To demonstrate the use of your product Beauty Bay, a beauty care brand started off with luxury fragrances and today includes skin care, makeup and hair care products too. What makes the brand innovative? This brand allows online consumers an ability to gain access to products tutorials that help them understand the correct choice of product by offering a demonstration of its usage. Benefit to consumers: Online shoppers have multiple choices to make purchases; however, knowing about the usage of products in the most effective ways can help them enhance their purchases each time they shop online. What you can do? In 2015, the number of digital video users in The United States surpassed 200 million. Considering this, adopting product tutorial strategy can help you present multiple usages of your products and increase awareness among potential consumers. Tip: You can individually showcase usage for each, or even offer a mixture of product video tutorials. 2. Digital magazine- To increase trust Net-A-Porter, the world’s premium luxury fashion destination offers product categories that include bags, jewelry, and lingerie. What makes the brand innovative? This brand makes it easy for online consumers to stay updated with the latest products in the fashion world, as well as, gain access to innovative inspirations for enhancing their style-quotient and purchase decision with time.
Benefit to consumers: Allowing digital edition of knowledge-resource (magazine) via a mobile app can eliminate consumers to switch over multiple sites across the web.
What you can do? Potential consumers won’t mind sticking with a brand if it allows them to do so. Having consumers an ability to be updated with the latest styles and trends via their smartphones can help them ensure they are able to access information on-the-go. Tip: Offering a magazine app can be effective; however, ensuring your blog page is mobile optimized can help you frequently convert potential audience to regular visitors and shoppers too. 3. Customer clicks- To engage consumers Free People, a part of Urban Outfitters offers apparel and lifestyle accessories that include intimates and swimwear too. What makes the brand innovative? This brand allows online consumers to get creative and showcase their own style using Free People clothing and products. It’s FP Me profile is allowing fashionistas multiple opportunities to become famous for their classy styles and trends.
Benefit to consumers: Helping consumers to be a part of a brand mixed with some fun will automatically encourage more and more people to participate and gain popularity in their online networks.
What you can do? Be it your social media business account, or, your online selling website, encouraging consumers to be associated with your brand, for example allowing them to share a photo of themselves posing with your products, will help you create a buzz among other fashionistas in the online world. Tip: Announcing a free gift for every image shared by your consumers, can result to better participants. 4. User-generated reviews- To enhance purchase decisions Stitch Fix, a personal styling service allows consumers to style and receive their clothing and accessories as per their requirements. What makes the brand innovative? This brand itself is an innovative eCommerce business idea, additionally; by displaying user-generated customer review surely is an add-on for consumer’s purchase decision.
Benefit to consumers: Shopping online, especially fashion and lifestyle products can be tricky if consumers are not offered with some trust marks. And, direct voice of consumers who have already used the product can give you an opportunity to refrain a consumer from taking a second thought.
What you can do? Extracting reviews from your repeat customers can be effective rather than targeting all blindly. Therefore, by using contact management software and analyzing your customer’s shopping behaviour, keep posting direct-voice of customers on your selling site and social media platforms too. Tip: Adding visuals to your customer’s reviews can create an excellent impact in consumer’s mind while taking Wrapping up With the above, whichever way you go, the kind of content you offer will determine the bonding with online consumers by offering them materials they would like and reflect their ever-changing lifestyles and interests.
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Gone are those days when online shoppers became loyal to brands that allowed them with the great product offerings and an easy purchase experience. Today, with hundreds and thousands of sellers selling identical products across the web imagine how competitive it becomes to survive in the ever-growing eCommerce sector. Every eCommerce site owners try and offer content, product images, offerings and layouts in their own unique ways; all in an effort to gain a competitive advantage and divert more and more audience to their online store. The focus on user experience has been the key for any eCommerce business and the evolution to digital lookbook. Lookbook- The buzzword for eCommerce business owners If you haven’t adopted this promotional strategy for your online fashion store, then let me tell you a number of business owners are already gaining opportunities to increase website engagement level and multiple sales orders for their online store. Many designers and online fashion retailers have already changed their way of presenting products from offering still images to a collection of photographs in an interactive format. This is done to enhance user’s experience and help them make better purchase decisions. Lookbook examples from leading fashion brands Ways that a Lookbook strategy can increase conversion for your eCommerce store: The major focus of a Lookbook strategy is to enhance customer’s experience; however, business owners who think of adopting this practice for their online fashion stores can also result with improved conversion rates. Let me tell you how? -Bring a life in your product offerings Instead of showcasing your product offerings in the old standard format will be replaced by a set of photographs that can help you create a theme or story. Having an ability to display your products in personalized styles will instantly strike your customer’s imagination and encourage them to quickly add the product to the cart. -Act as a source of media If your customers like your Lookbook, they will immediately start talking about your brand in their networks. And, Lookbooks usually involving more of visuals automatically is capable of holding more and more customers on your site for long. The innovative you get with your Lookbook, the better chances of increasing visits and sales opportunities for your online fashion store. -Get a chance to engage your customers Lookbook is already a trending topic among fashionistas over social media sites, especially Pinterest. It’s seen many online shoppers pin their favourite purchases and products which can be viewed and followed by others in their network. Integrating social media button in your lookbook strategy will help you grow your visibility over the web, as such platforms are trusted by online shoppers to gain reviews and make better purchase decisions. Shopify Lookbook Theme Eliminating the hassle of coding, Shopify allows eCommerce store owners an opportunity to create multiple lookbooks in no time. Offering a responsive theme, this eCommerce company is also helping online fashion store owners create customized product catalogue in which they can define the layout option, product photographs, navigation style and typography option. What’s the future for Lookbook strategy? As most of the online fashion brands embrace visuals, being innovative with your lookbook strategy is the key. With images being replaced by videos for promotion, the next step is adapting a video lookbook strategy for your online fashion store. Offering clickable links throughout the video can help you enhance engagement, as well as, sales opportunities for your eCommerce business. Alternatively, with Pinterest allowing shoppers to pin their favorite styles and products, keeping a tap on other social media platform to create a lookbook would certainly help you divert potential customers at the click of aa button. Summing up A virtual lookbook is surely shaping the experience of online shoppers, and adopting unique layout strategy you can offer customers a brick-and-mortar shopping experience, from the convenience of their home. For innovative fashion owners, the results of a Lookbook are near endless! There are a number of ways for an online shopper to find your brand, and, I’m sure you are spending hundreds and thousands of dollars in those marketing tactics to attract them. Hence, you would not like to miss on any opportunities that come your way! Spotting their favorite products the customer will click on the product link that diverts them to the product landing page. Therefore, your product page will determine the engagement and conversion rates for your eCommerce business. Key essentials and excellent display of product pages from eCommerce brands 1. Product display Visuals trigger a sense of inspiration to online shoppers, and today, many of them use image search to find their favorite products. The more value your product image will display, the higher chances of them being influenced to take further actions. What you can do? a- Relate them to one’s daily routine Modcloth’s “Explore & Shop Outfit Photos” section on their product page is surely enhancing a shopper’s purchasing experience. Displaying your happy customer’s photographs using your product will automatically trigger an excitement among online shoppers and encourage them to engage and make purchases from your eCommerce store. b- Get innovative, use videos Bodyshop product page offers both great visuals, as well as, video. Dealing with organic beauty and cosmetic product, this brand allows it's customers to gain better insights on the use of their products. Ensuring a demo video showcasing the use of your products, will increase engagement level and enhance your customer’s shopping experience. 2. Product Information After your products visual does the game of making the shopper cling to your site, they would like to know more about the product. What you can do? a- Ensure easy to spot features and color options Victoria’s Secret offers a crisp feature description making it easy and quick for customers to know everything about their product. Also, their innovative color selection options make the customer’s shopping experience even more fun. Allowing your customers an ability to choose for their favorite color is important; however, being innovative with unique prints for each will increase the shopper’s excitement for your products and make better purchases. b- Engaging size comparison Bellroy’s“Compare to Other Products” feature on its product page is surely helping their customers to eliminate the risk of shopping for a wrong size product. Allowing your customers to compare the product size with other products will offer a unique shopping experience and your customers will feel safe shopping from your eCommerce store. 3. Purchase decision information Once the shopper is happy with the product information, they will immediately spot for the product price and security for their purchase orders your store has to offer. Making it difficult for them such details will hamper them from proceeding with the purchase. What you can do? a- Clear price Harry’s make it easy for their customer’s to spot the product price by highlighting it. Also, it offers price breakdown, ensuring customers know that they are not paying more. Keeping product price clear and simple to understand will stop your customers from making incomplete purchases. b- Other important information Graziashop allows its customers to gain insights about the product shipping and returns information for the product page itself. This way, customers will not have to switch over pages to find such important information that is needed to make a purchase decision. 4. Call-to-action button Once the shopper is happy with the product, it’s important they are able to easily proceed further. Unable to offer clear prompts of purchase steps, can lose you a number of opportunities that made your way. What you can do? a- Clear add to cart and Add to wishlist option Aritzia product page offers crucial call-to-action button in the simplest way to avoid distraction and keep customer focused in placing their purchase order. It is not necessary to use vibrant colors, as many feel it quickly diverts attention, instead, focusing on the placement of your call-to-action will matter the most to your customers. b- Up sell H&M product page performs one of the best up selling tactic that will automatically encourage their customers to make purchases in order to complete that look. Similar to H&M allowing customers with prompts of the most relevant match will immediately help you increase order value for your eCommmerce store. 5. Customer’s experience Whether they are making a purchase for themselves or planning to send a gift to their dear ones, shopping online really makes one happy. So, would you not like to take an opportunity of your customer’s joyful mood? What you can do? a- Allow social sharing buttons J.Crew makes it easy for customers to quickly share their wonderful experience by allowing them to easily log on to their favorite social networking sites from their product page itself. Integrating popular social share buttons on your product page will allow your happy customers share their purchase experience while increasing visibility for your eCommerce brand. b- Reviews Incase.com’s product page does not only allow customers to share reviews but also, helps them make better purchase decisions by highlighting reviews that are already provided. Displaying a success indicator on your eCommerce product page will enhance your customer’s decision and will always trust your brand for making purchases. Closing advice With the above, you can ensure your product page has the most important elements to encourage customer, as well as, make them stick with your brand. However, playing around with the placements and integrating a tool to test the performance of each element, will ensure you land-up with an excellent product page for your eCommerce business. A successful product page will enhance the online shopper’s experience; however, not being able to deliver products as per customer’s order will make all your efforts go in vain. Therefore equally important, is to adopt a cloud-based inventory management system that will help you automate product updates and ensure accurate inventory levels, always. GoodLuck!! The idea of pop-up ads has been creating a buzz since quite a long now. However, many business owners are still reluctant to adopt this selling technique, as they fear, it would break up customers navigation flow. On the flipside, they don’t realize they are losing a huge amount of money on the table. With the advancement of cloud based technology, today, there are many ways of targeting customers in the manner they would not mind. Infusing pop-ups in their browsing experience can help you get one more chances of making them stay back on your site and take actions. Coming up with an effective pop-up ad strategy for your ecommerce website will help you make the most in holiday season 2015, which is around the corner. Let’s take a look at some very good pop-up examples that will automatically encourage you to adapt this effective marketing strategy and increase sales for your store . 1. Avoid shopping cart abandonment A first quarter report by Statista 2015 shows 77.5% of online retail orders were abandoned instead of purchasing. And, coping up with shopping cart abandon rates has always been a major challenge for retailers. Pop-up ads will force your customers to give a second thought before they leave back items in their basket, without making the purchase. Example 2. Up-selling Allowing your customers a thrill between their browsing experience will automatically encourage them stick to your site and take actions immediately. Offering pop ups ads that are of their benefits will help you get another chance of influencing their minds, who in turn, will take actions on-the-go. Example 3. Special offer notification Shoppers who land on your website will often have a product in mind that they would like to get information on or make purchases. Targeting such customers with special offers(current or upcoming ones) will create an interest in their mind, who in turn, will increase the order value by shopping more and more from your site. Example 4. Customer/Feedback In order to offer your customers what they like, you first need to know what they want. The best way is to gain direct voice of the customer. Having an ability to gain feedback, will allow you create sales opportunities by offering customers a shopping experience they like. Encouraging feedback pop-ups for your website will help you gain better insights and you can offer service as per your customer’s expectations, always. Example 5. Site abundance Regardless to the reason your customer decides to leave your site, you can attempt a one last try to avoid them from doing so. Offering valuable timely pop-ups will help you secure last-minute purchase decision. Example To sum up The dark side of pop-ups, is it can be annoying. However, offering pop-ups that can benefit customers will not only increase sales for your ecommerce business, but also, convert many of them into loyal customers for your brand. Email marketing has been around since quite a while now, and being one of the most cost-effective method- almost every eCommerce business owners have adopted it in their promotional campaigns. There can be many reasons to send an email to your customers, however does your campaign really churn better sales for your eCommerce business? Running an email marketing campaign is easy to start, however performing the correct ones, is crucial for experiencing excellent results. So, how can you ensure you are performing the best of best email marketing campaigns for your eCommerce business? Confused! Below in this article we will highlight five must-have email marketing campaigns that every eCommerce company should abide: 1. Behavioral email campaign Running an email marketing campaign and offering the same content to all your customers will make it look alike an automated one. Bringing a life to those emails by tracking your customer’s website behavior and offering relevant content, will encourage them to engage with your brand. Also, you will automatically increase the chances of sales for your eCommerce business. Trick: Alert abandoners According to a latest research by Smart Insights, on average 84% of people who visit a site abandon their purchase before checkout, costing retailers billions in lost sales. Therefore, tracking abandoners browsing behavior and targeting them with email content that they would like, you’ll not only remind them about their incomplete purchases but also make them feel that you are concerned about them leaving your site. Great example from a leading brand 2. Personalization email campaign Gone are those when standard email content would get your customers click-through your website link. Today, modern customers expect a little more than simple way of promotions i.e. personalization. And, to make your customer’s stick with your brand, you need to offer content that has emotions. Trick: Loyalty rewards Sending personalized emails as per customer’s liking and with frequent loyalty rewards, will help you build stronger relationship every time you do it, encouraging them to stick with your brand for long. Great example from a leading brand 3. Customer service email campaign It important to offer your customers with the services they would like. You can always expect a modern customers to stay on your eCommerce site for long, if it offers a unique browsing experience. So, how can you make the most out of e-commerce website? Trick: Encourage feedback Adopting a customer service email marketing campaigns and sending an easy-to-access feedback links will give you a chance to know their ever-changing demands. This will make it easy to optimize content and offer an excellent shopping experience to every customer who visits your eCommerce store. 4. Lead generating email campaign It is always important for any eCommerce business to encourage existing customers for making repeat purchases in order to make them stick with to the brand. So, what can the most effective way to make the most out your lead nurturing email campaign? Trick: Up sell When a customer places an order from your eCommerce store, send them an email a few days later with items relevant to their previous purchase behavior. This method also known as up sell, will increase the chances of sales orders from your existing customers. Great example from a leading brand 5. Re-targeting email campaign You’ll have many customer who has made purchases earlier, however it been a long time they haven’t returned to your eCommerce store. Targeting such customers becomes equally important as they have already given you business. Re-targeting such customers can help you bring back those customers who were loyal in the past. Trick: Hard-to-deny purchase offers for dormant customers To encourage dormant customers, re-target them with email offering special discounts. And, to make even more potential, include an urgency to ensure they take actions before a specific date in order to avail such one-in-a lifetime benefit. Great example from a leading brand In Closing
Adopt the above 5 types of email marketing campaigns and tricks to use them, so that you engage your customers, encourage repeat business, and most importantly, to get your customer happy interacting with your brand and listening to what you have to say. Apart from tracking your customer’s website browsing behavior, having real-time stock scenarios will help you even more confidently send out promotional e-mailers to your customers. An inventory management system in place, will help you sync all your stock (across multiple channels) in one centralized place, allowing you an easy access to your stock happenings from anywhere, anytime. Good luck! |
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