Posts by: Hannah Stewart

Introducing In-Page Personalization from Yieldify

   |   By  |  0 Comments

In-Page Personalization

Our biggest launch this year will revolutionize your personalization strategies

Personalization has always been kind of a drag. Most platforms take months to get up-and-running and then demand hours upon hours of skilled time in order to execute. In fact, 30% of marketers rate personalization among their most difficult executions (it’s up there with machine learning).

New In-Page Personalization from Yieldify – announced worldwide today – sets out to change all that. Here’s how.

What is In-Page Personalization?

In-Page Personalization is – put simply – the ability to add personalization to your website pages without having to touch their code.

The new In-Page functionality pairs with Yieldify’s appropriately-named On-Page Personalization, which includes overlays, banners, Notifications and much more. Where On-Page Personalization is intentionally more prominent, In-Page Personalization is designed to be more subtle. Using the two together forms the backbone of any effective Customer Journey Optimization strategy.

Here’s an example of how it could look on a mobile site:

In-Page Personalization example on retail mobile device

Not sure which bit we’re talking about? That’s exactly the idea. The In-Page Personalization element here is the ‘120 people…’ flag in blue – it has been added in a matter of minutes and will only appear on the site’s most popular products, even then only materializing after the user has dwelled for a few seconds. To your user, it all looks seamlessly like part of your site.

All of this is hosted on the Yieldify Conversion Platform, which gets up-and-running in less than two weeks – a fraction of the time than the multiple months that most personalization platforms demand.

Who is it for?

In-Page Personalization is made for any e-commerce team that wants a fast and easy way to personalize their website – that means it’s great for everyone from retail to financial services.

A great example of the product in action comes from NEST Fragrances, who have used In-Page Personalization to deliver social proof messaging as part of the fabric of their site:

In-Page Personalization displayed on the NEST Fragrances website

The work so far has already led to a 30% uplift in conversion rates:

“With In-Page Personalization, we’re now able to make our website content reactive to our users’ behavior in real-time. With limited resources and bandwidth, it would have been very difficult for us to deliver this on our own. Based on initial results, we’re excited to see where we can take it next.”

Brian Crowley, Director, E-commerce and Digital Marketing at NEST Fragrances

Here’s another example from the award-winning tour operator Leger Holidays, who used in-page personalization to show a message at a late stage in the booking funnel, encouraging users to continue on their journey:

According to our team, using this format on the Leger website meant this message could be anchored right alongside the relevant sections of the form, without interrupting the visitor journey. To date, the results have been impressive, with conversion rates up by +15.7% versus the control group.

How does In-Page Personalization work?

It works in two very simple ways:

1.Sticky campaigns

These are creatives and messages that you can ‘stick’ to almost any element of your page. These will continue ‘sticking’ to that element, no matter where your user scrolls, making them appear completely seamless with the rest of your page content.

2. Embedded campaigns

Of course, not every page design allows that little piece of extra space that you might need for a Sticky campaign – this is where Embedded campaigns come in. These will add your message or creative directly into your page.

Both types of campaign look identical from a user perspective (in that they’ll have no idea this isn’t already a part of your website).

Why bother though?

Since launching this new functionality in beta, we’ve seen an overwhelming response from e-commerce companies across the world. Dozens of clients have told us that this offers an invaluable route out of time-consuming and complex personalization, making fast and agile personalization available to them for the first time:

“Changing elements of our website so that it can be properly personalized used to be one of our biggest challenges – it competed with other priorities and would take a considerable amount of time to get it live. Using Yieldify’s In-Page Personalization has been a game-changer: now it only takes minutes. It’s opened the door to a faster, more agile approach to ensuring our website performs at its best.”

David Gomez, Insurance Director at AllClear Travel

To prove just how easy it is, here’s a quick video that shows you how to put a campaign together:

Here’s where there’s another element that makes all of this pretty special: behavioral triggering. Where many personalization platforms will allow you to invest your time and resource into creating personalized pages depending on cohort segments, Yieldify allows you to take things to the next level by being able to change the appearance of that content depending on in-session behavior.

How do I get In-Page Personalization?

Both In-Page and On-Page Personalization form part of the Yieldify Conversion Platform. As an award-winning product, it specializes in its speed and ease-of-use – you’ll be able to get up-and-running within two weeks, with just a single tag to have your IT team integrate. We’ll take care of the rest.

To find out more, request a free demo.

As part of your demo, we’ll assess whether In-Page Personalization looks right for your website, and then use the time to walk you through our ideas for how it could achieve the best results.

How we took Yieldify’s branding to infinity and beyond

   |   By  |  0 Comments

In late 2018, we took a look at what we’d achieved as a business. Over 1,000 clients, an award-winning platform and 30 billion datapoints. We’d come a long way.

The problem was that the way we communicated ourselves was lagging a little bit behind. It was time for a refresh of our brand.

Starting the rebrand project

First things first, the message.

Over a year ago, Yieldify began talking about Customer Journey Optimization – we’re proud to be flying the flag for this exciting new practice. In writing extensively about it in that time, we’ve come to learn just how much it resonates with marketers in e-commerce and beyond.

For example, a report we published in late 2018 found that more than 70% of marketers understand the customer journey, but optimizing it still presents challenges. In 2019, we’re looking at a landscape where CJO rises further up through the agenda and starts to becoming an established practice for marketers.

Our challenge was to see whether we could push this further and bring CJO to the marketers who’d never heard of it. We wanted to do this by connecting it to another concept, one much more widely understood and recognised in the market: personalization.

To make CJO easier to understand, we decided to bring personalization directly into our messages. In a nutshell, we now described CJO as ‘personalization across the full customer journey’. In other words, if personalization is a tactic, CJO is a strategy that makes use of it from A-Z.

So in crystallizing our messaging in order to build a visual identity on top, we created a new tagline that would encapsulate this in a simple soundbite:

“customer journeys made personal”

With personalization and CJO now firmly knitted together, we had a solid verbal identity that orbited the idea of the journey. This spoke not just to the kinds of customer journeys that our clients’ customers would take, but the journeys that our teams take our clients on as we help them navigate the new challenges of e-commerce.

We knew that we were looking for amplification and enhancement rather than a complete revolution – our message was being taken to the next level, rather than changed.

Now we could start thinking about how we would translate this visually.

Creating a new logo

It’s arguably the most important piece of a brand identity – or it’s at least the one that everyone notices first. Our logo was over five years old and badly in need of updating for Yieldify’s new phase.

Once again, we started with the journey: we wanted our new logo and icon to convey the idea of progression and movement. The arrow element the formed part of our former logo had done this, but it needed a cleaner and more flexible execution.

We broke down what we were looking for into two constituent parts: an icon and a full logo. Following a few rounds of scoping, we’d arrived at what we were looking for:

The rationale was simple: the subtle arrow directions of the icon gave the journey-centric energy we wanted, creating a sense of movement and momentum. Building out into the rest of the logo, this offered us an important level of continuity while creating an outline that was bolder.

And the atom? We killed it. There are enough SaaS businesses out there with an atom for a logo so we just gave it a 21-gun salute and sent it off to the great icon graveyard in the sky.

Expanding the palette

Continuity being important, we didn’t want to change too much about our color palette. Instead, we wanted to expand our set of colors in order to give ourselves more flexibility as we diversified our marketing activities (and swag collection).

To that end, we added three new accent colors to our palette:

Building a universe

Then we came to what was arguably the most exciting part of the whole exercise: our new mascots and their world.

Before the big unveil, a little context. In recent years, the B2B marketing world has come to better understand that at the end of the day, we’re all still selling to humans. What that means is that the considerations around emotion, brand and engagement that were previously assumed to belong more squarely in the B2C camp have begun to be recognised as just as important for B2B.

For us, that meant that we wanted to build a creative landscape around Yieldify that was imaginative, playful and full of the kind of warmth and friendliness that we believe to be at the core of who we are as a business.

The development of this idea started with a new ambassador – a character that would embody our values, our ambitions and our attitude. After hundreds of Slack arguments over her name, Sky was born:

So, why a female astronaut to represent a marketing technology company? The answer goes back to our central message: journeys. Sky explores and charts new courses not just in this universe, but in others too. On top of that, she humanizes and personalizes the process and the experience the way we do as we work with our clients.

With Sky in place, the rest of our universe began to form around her. A colourful, multi-dimensional landscape of colours and iconography that provided us with a whole new playground of elements to translate across every Yieldify touchpoint. From the popsockets that adorn all of our phones to the 2019 e-commerce calendar that now features an LGBTQ+ alien, we built out a wide range of elements that mean every element of your interaction with Yieldify offers something new:

Yieldify calendar

Launching our new brand

As a business operating in four countries with clients in dozens more, we decided to phase our new brand and messaging rollout in order to make the transition more manageable. With Sky and friends appearing in new materials since the end of 2018, the launch has culminated in today’s launch of our brand new website. We’re all-new for 2019.

We look forward to hearing your thoughts and questions about our new branding. Check our events page to see where you can meet us in the coming year to see it all brought to life (and even take some of the new swag home with you).

Meet the Team: Jessica Fisher, EMEA Client Services Director

  |   By  |  0 Comments

In this new series, we’re sitting down with Yieldifiers across the business to find out more about what they do all day.

Next up: Jessica Fisher, EMEA Client Services Director

What’s your role at Yieldify?

I’m EMEA Client Services Director, which basically means I’m here to enable our account teams to deliver for our clients. I take an overarching view of client strategies to make sure that we’re continuously delivering value across the board. 

What did you do before you joined the team here?

I’ve always been based in financial services. I started out in fund management and then moved into marketing, working for Barclays for around five years. I then moved agency-side, where my clients were a number of big banks and financial institutions such as HSBC, Santander, American Express and Capital One. I’ve pretty much worked with most of the UK’s big banks at some point in my career!

All of these roles have covered engagement, customer experience and optimization. That breadth of background – from coding HTML emails to analysis and strategy – gives me a really clear picture of the end-to-end customer experience, which is extremely helpful in making sure that the kind of onsite experience we create at Yieldify is the right one.

How does the client services team work at Yieldify?

The team is split between client facing-account teams, technical services teams who build out and QA all campaigns and then our designers who make everything look beautiful.

The account teams are divided into industry verticals so that we can develop specific industry expertise, trends and benchmarks. Each account team is made up up of consultants, CSMs and Campaign Analysts, who all work together with support from our Data team to analyze everything we see from our clients campaigns and Google Analytics. These insights allow them to view trends and benchmarks, which they then employ to deliver insight, develop strategies and optimize existing campaigns.

What does a normal day look like for you?

….there isn’t one really! In general, my week is focussed on enabling the team to do what they need to do to ensure we’re continuously delivering value.

The weeks usually start the same: getting everything together for the coming week, looking back at the last week’s performance and prioritizing for the coming weeks and months. But as the week progresses, we usually get the odd curveball thrown in, but that’s the nature of being client-facing.

What happens when a new client comes on board? 

As a Services team, our role usually starts long before a new client has even signed the contract. We’re always working closely with our Sales team to transfer knowledge and insights so that potential clients are seeing the benefit of our collective experience from the very beginning of their conversation with us. We also get heavily involved in reviewing websites and proposals to help apply our benchmarks and experience at the coal-face.

We really pride ourselves on getting our clients up-and-running quickly – it’s one of the things that makes us very different to a lot of testing tools out there. While those types of software take weeks or even months to get going, we’re onsite and ready to go within three days. It just means that our clients can start getting results and see ROI so much quicker.

When a new client comes on board, we always start with a review of the overall customer journey in conjunction with what we know about the vertical. At this early stage, we don’t always immediately have all the client’s data to hand, but we always have a back catalogue of knowledge and those benchmarks and trends. Getting started with a new client strategy usually involves starting broad so we can get as much data and insight as possible, which means we can quickly optimize and start delivering value from an insight perspective as well as a revenue one.

It’s an interesting phase because we have a complex mix of clients: some are experts themselves and some are new to optimization, some have the support of analytics teams and fully tagged-up site and others are a one-man-band for all things marketing. That makes it really important to quickly get under the skin of how the client works and educate ourselves on what their needs are. We therefore spend a lot of time educating ourselves on the nuances of the client, their customers and their site.

During onboarding, we also see it as really important to share knowledge in the other direction. Clients will quickly get to know what we do, how we do it and ultimately how it can help them.

Financial services products are usually very considered purchases – can you break that customer journey down into stages for us?

Financial services products are very considered, but there are so many differences depending on the product that there’s really no one ‘journey’ to speak of. 

For example, someone looking to open a savings account is very different to someone looking for a credit card, a loan or a bank account – and lets not even get started on those looking for a mortgage!

All of these are also very different to someone looking at their credit score but having said that, they’re all interlinked and have similarities. For example, someone might be thinking that they want to apply for a mortgage next year, which mean they have a big lump of savings behind them. They might be asking themselves if they’re getting the most from these savings and whether their credit history in good order. If not, they might need to open a credit card to build up a better credit history. They end up looking at several financial products in the journey to a mortgage. 

The reason that the interrelated nature of products is so important is because the finance services industry tends to demonstrate more loyalty than other areas simply due to the complexities of changing and transferring products. It’s therefore always important to discuss how products enable others (wherever possible). For example, those opening savings accounts are usually saving for something, such as a mortgage. Does having a savings account give customer the option of the best mortgages rates? Value props like this are incredibly powerful and also support driving lifetime value

What these journeys all have in common is the importance of trust, reassurance and ease. These messages are key conversion-drivers across all financial products.

Your typical acquisition messages can be rate and enablement-led, but consumers are far more likely to trust affiliates and comparison sites than the banks and insurers themselves, so anything that speaks to getting the best rates through coming direct is always a winner. Reviews, user generated content and third party reinforcement are perceived as the most trustworthy, so where possible bring these in…whilst remaining compliant!

Have you seen the impact of GDPR hit Financial Services?

It’s been interesting to watch because by virtue of being so heavily regulated, the financial services industry has been far more used to the kind of GDPR restrictions than something like retail. Banks will never have completely lost their marketable base like some retailers, but what we may have seen is things like updates to preference centres.

In other verticals like retail or travel, it’s easy to offer incentives to encourage conversion – in finance, it’s usually not an option. What do you find works instead?

This is another area where the regulations around financial services mean we have to operate a little differently to something like retail. It’s not just in terms of how we offer incentives, it’s in the finer details. For example, as a bank you’re not usually allowed to highlight one of your available credit cards over the others, so the usual contextualization tactics of CRO aren’t an option.

I would definitely say it’s crucial to expose social proof through reviews, and employ user reinforcement to drive acquisition as mentioned earlier. That’s in addition to having core strategies centered around reassurance at varying touch points.

The difference with financial services compared to something like retail becomes apparent at the very start of that conversion journey. In finance, we’re much more likely to have standalone landing pages for each product that sit outside of the main site, forcing traffic through the funnel as quickly as possible. These are usually different for each price comparison site and sometimes have dynamic content too. It works in getting expensive traffic through into the funnel quickly. 

Breaking down the conversion funnel, I’d say that at the top you need to focus messages on speed and ease. This is to help set expectations on how long it takes to complete the journey, how many steps there are, how long it takes to get a response, security and how long it might take to access to funds. However, once you have someone in the funnel and more invested, your messages can shift to reinforcing benefits and the ‘reasons why’. 

How does the online journey intersect with offline touchpoints? Do you think the industry is doing a good job of connecting these journeys?

Banks and financial institutions are slowly changing here. 

The industry is definitely doing a better job than it was, but I think the majority of more traditional players will remain behind the retail curve for a while longer yet. You can see progress in things like click-to-call options online, which allow users an easy way to ask questions and get answers quickly without interrupting their purchase journey. 

There is, however, a complete disparity between traditional financial brands and those challengers that have emerged over the last few years. For example, Monzo has gone from 50,000 users in September 2016 to more than 750,000 by February 2018 – that’s a 1,400% increase in very little time. They’ve been able to do this by starting from scratch and not being limited by old legacy systems which can make integrations nearly impossible or  just slow to deliver…when they’re lucky

There’s an interesting angle to think about here that’s not just about continuing journeys cross-channel, but actually making it possible to do more on each channel. The earlier days of digital financial services were full of frustration because you’d reach a certain stage in trying to complete an action online, only to find that you’d have to complete it in a branch or through the post. People want to be able to do everything quickly, which means being able to complete it through one channel rather than switch.

So progress is being made but there’s still a long way to go.

Customer lifetime value in finance is often a very different set-up to other industries – can you describe how? How does Yieldify help with this?

Lifetime value is another one of those things that really differs depending on the product. For example, lifetime value for mortgages can be in their hundreds, whereas bank accounts will be marginal in comparison.

Like we were discussing earlier, the value come through cross-sells, but there will always be some products that are stickier and more valuable than others. For example, bank accounts and mortgages you’ll rarely change – credit cards, loans and saving accounts have much less loyalty. Insurance is very interchangeable.

Quickfire questions

What do you like best about working at Yieldify?

The variety of what we do here, and how that helps me to develop and keep learning. We work with so many different clients across every vertical, all with their own marketing plans and seasonal peaks that we’re always working on something new and often something we’ve never done before.

What’s your proudest achievement since joining?

Seeing the progression of the product, of my team and the accounts we’re managing. Earlier this year, one of my team members managed to grow an account of his to one of our biggest accounts globally. It came from a lot of hard work and was a real team effort… and happy clients mean happy teams and a happy Jessica!

What was your biggest learning?

Always book the day off after the Christmas party.

Want to see more about what financial services brands are doing to improve their customer journeys? Check out this case study from Carte Zero.  

Announcing #Journey2019

   |   By  |  0 Comments

On Wednesday March 13th 2019, our conference returns to London for its second year. #Journey2019 launches today!

Following the incredible success of last year’s #Journey2018, we’re excited to bring our flagship event back to London for a second year.

This time, we’re graduating to one of London’s most iconic venues: The Barbican Centre. We’ll be taking over a number of rooms, including the famous Conservatory, bringing a little bit of summer into Q1:

What to expect

The event follows on from the success of Journey2018, which hosted over 200 marketers in London in March of last year at The Bike Shed Motorcycle Shop. Get a little flavour of what the event looked like in our showreel: 

This year, the event takes place over the course of the afternoon to make it even easier to fit into your busy schedule. Starting from lunchtime, we’ll be taking you through a whirlwind of panels, presentations, roundtables and much more, interspersed with great food and drink to make the networking that much easier.

#Journey2019 features speakers from John Lewis, Flight Centre and more – watch this space for announcements of more speakers and sessions as we go. The full agenda will be updated on the event’s website, along with information about tickets and logistics. 

Mostly importantly, the focus of #Journey2019 is to break with the normal ‘sit and take notes’ approach of most conferences. We’ve all been there – sitting through the 11th presentation of the day and slowly nodding off before spending an awkward coffee break on your phone rather than talking to people.

#Journey2019 is all about upending that approach. The whole day is designed so that you get to meet new people and learn from each other’s experiences as much as you learn from the insights of our amazing speakers. You’ll find activities and roundtables throughout the day so that you get to interact with other marketers in your space – don’t forget a healthy stack of business cards!

5 reasons to attend

  1. Retail and travel-specific sessions. Halfway through the day, we’ll spit the audience into two to join breakout sessions specific to either retail or travel – this way, you’ll not only get access to the most relevant insights and anecdotes from speakers in your sector, but meet more of your peers and learn from each other’s experiences.
  2. An incredible venue. When was the last time your conference venue featured pineapple plants and avocado trees? The Barbican Conservatory will feel like a welcome break in the middle a busy Q1 – and it might even feature some hidden treasures…
  3. Meet new people. Whether you attend with your team or come on your own, we’ll make sure that you’re meeting interesting new people to add to your network.
  4. No bull****. Our speakers will be bringing you actionable insights and real-life experiences, not theory copy-and-pasted from a TED Talk. Take stuff back to the office that you can start working on tomorrow.
  5. There is such thing as a free lunch. The Barbican’s restaurants are on hand to cater food and drink throughout the day, to ensure that you’re fully-fuelled for a day of learning and chatting.

How to attend

Tickets are available for sale now at the Early Bird price of £250. This includes access to the full day’s agenda as well as all food and drink for the day. Hurry – Early Bird rates are only available until January 31st, after which the price goes up to £350. Visit the event website for more details and to buy your tickets.

Yieldify customer? Get in touch with your Client Success Manager for special discounted rates.

Meet the Team: Mark Murray, Head of Travel

   |   By  |  0 Comments

In this new series, we’re sitting down with Yieldifiers across the business to find out more about what they do all day.

First up: Mark Murray, Head of Travel.

What’s your role at Yieldify?

I head up the Travel vertical at Yieldify, making sure that clients are receiving value through their campaigns and maturing with us to deliver more personalized experiences to their customers.

What did you do before you joined the team here?

A large part of my background has been in working with MVT platforms and consultancy companies. Similar to how we work at Yieldify, this was all about delivering enhanced customer experiences enriched by data, making sure that we target users at the right parts of their journey.

Tell us about the kinds of travel brands that Yieldify works with

We work with a wide range of travel brands across almost every aspect of the industry. 

From train companies like Virgin Trains, Stansted Express and Loco2, to holiday companies like Leger and GolfBreaks, to OTAs like Flight Centre, TravelUP and Student Universe

For Yieldify, travel is one of our most exciting areas of growth. We’ve onboarded dozens on new travel clients over the last year alone as there’s so much appetite in the industry for a solution that can help companies adapt to the challenges of a complex customer journey

They all seem pretty different – do you think these travel companies have anything in common?

Travel is quite a complicated industry: it’s not like retail where your purchases are smaller but more frequent.

When it comes to travel, users need time to think about their purchase – that’s the key challenge that I think most of the brands I’ve listed have in common. It’s about presenting the right message to the user at the right time, knowing whether they’re in research or purchasing mode.

What does Yieldify do for travel companies? 

When we work with travel brands, we’re all about being able to show targeted messages in the customer journey at the right time.

Critically, this doesn’t always involve trying to convert that user in-session. As we’ve just discussed, the customer journey in travel is long and complex, but actually pretty well-defined into key phases. We ensure that our activity is mapped to those different stages and the respective softer conversions that happen along the way.

For example, the goal for one stage could be capturing an email address when a user looks to exit. This means that we can communicate with them at another point in time, or provide trip information to help them decide where to go. It’s once we have that later stage of engagement that we can then run campaigns like urgency messaging or social proof to really push the user and convert.

What are the key trends that travel marketers have on their radar right now?

You can’t talk about travel without raising Brexit.

It’s a massive topic within the UK travel industry, and a lot of our clients are feeling the pressure by consumers not wanting to book until they know where the UK will stand within the EU. Airlines, in particular, are struggling, but on the flipside, we’re seeing that local UK companies are doing quite well with the staycation side.

Looking to 2019, I think we’ll see the first half of the year and maybe beyond focusing on Brexit. We might see some travel companies pushing users to take the opportunity to go abroad before any restrictions, but I think that when (or if!) the UK has an agreement in place, we’ll see a spike in holidays. So where January is usually the key month for bookings, I anticipate there being another spike later on in the year.

Another key trend is responsible tourism. 70% of people now believe that travel companies should ensure help local people and the local economy. I think this kind of sentiment has been reflected in trends such as the huge popularity of shows such as David Attenborough’s ‘Blue Planet II’. A focus for 2019 will be how to communicate CSR to users on site, through their journey and at destinations as it becomes more important.

Looking at the onsite experience, personalization and mobile are still the two primary focus areas for travel. Mobile, in particular, is an interesting challenge for travel: users don’t like spending thousands of dollars on their phone, but the hours they need to spend researching their major trip means that inevitably many of these will be on mobile. For the marketer, the question remains is how to translate research into purchase in a mobile environment. 

How have these trends evolved over the last couple of years?

In terms of personalization, travel is a little behind the retail sector, but it’s catching up fast. The next stage is being able to send information cross-device so you’re not treating the user as a brand new visitor.

Mobile has a focus on the research phase: 40% of users research flights and accommodation on their mobiles, however when it comes to bookings this falls to 21%. That number’s growing and I think in 2019 we’ll see this keep climbing. 

What do you expect to see next?

Artificial intelligence will become a huge influence on users. Data is getting bigger and bigger each day, but harnessing it effectively to serve the right experiences to users with the right content is becoming key. Ultimately, the only way to deliver 100% 1-2-1 personalization is through machine learning – it may be some way off for many, but I think we’ll see more trailblazers in 2019. 

Quickfire questions

What’s the best thing about working at Yieldify?

The people. Everyone is so friendly and willing to help, which makes it a great environment to work in and a place where we can really go above and beyond for our clients.

What’s been your biggest mistake?

[editor’s note: we pressed Mark on this for some time but he maintains he’s never made one]

What’s your proudest achievement since joining?

Believe it or not, not all of our campaigns work first time: we need to learn and adapt through optimization (that’s kind of the point). One of my proudest moments is taking a client through this journey where campaigns weren’t performing too well, conducting a deep review and analysis of their site and changing our approach with their campaigns. They are now flying high (pun intended) in terms of results and doing really well.

Want to see more about what the best travel companies are doing to make their customer journeys ready for 2019? Check out these stories from Megabus and Virgin Trains

 

https://try.yieldify.com/travel-journeys

The Fireflies 2018: The Winners!

  |   By  |  0 Comments

The Winners of the 2018 Fireflies have been announced

The eleven winners of our first annual awards program, The Fireflies, have been announced! These awards recognize excellence in customer journey optimization among our 500+ customer base across the world and we’re delighted to share with you the amazing work that earned this year’s winners their trophies. 

Overall achievement EMEA: Philips

In 2018, Philips sought to extend its work with Yieldify to personalize journeys across the full customer lifecycle. From growing its email database in the wake of GDPR to increasing customer acquisition, the broadened scope of its campaigns is reflected in impressive results.

Among the key campaigns of the year was the Speedpro Max competition. This competition mechanism meant that only 10 passwords would unlock free products; those who didn’t win were offered a 50% off discount, increasing engagement and conversions.

However, Philips’ activity wasn’t just about driving directly to conversion. This year, the company made use of Yieldify’s new Dynamic Social Proof feature on popular product pages to invoke a sense of FOMO and urgency to purchase. It also introduced new formats such as bottom bars to vary the experience across the customer journey.

The numbers are set to go beyond 2017’s impressive figures, where over 5000 new leads were generated as part of an aggregated 29% conversion rate uplift across all markets.

Overall achievement US: Midwest Sports

Over in the US, new client, Midwest Sports utilized and tested a variety of Yieldify’s targeting and triggering capabilities to gain a better understanding of when and where campaigns are most successful.

The success of the strategy has come from a commitment to detailed testing, driven both by data and behavioral observation, iterating on learnings as the year progressed and data aggregated.

One key example is in learning what kind of content resonated with visitors. Rather than simply defaulting to discounting, Midwest Sports took the approach to test Yieldify’s Dynamic Social Proof feature (showing the number of visitors engaging with a certain product) among other types of content to see what performed best. This strategy led to the development of product alerts and other content focusing on either a social recommendation or expert advice.

A second approach was in testing the timing of engagements – crucial for lead generation in particular, as asking for a visitor’s data at the optimum moment can make a major impact on the chances of conversion. Both mobile and tablet performance improved based on engaging with active users rather than waiting for users to show exit intent.

Best retail campaign: AVON

Avon’s Lip Tattoo Video Ad launched in October 2018, designed to increase engagement and drive conversions, leveraging high-quality brand content

Launched in the run-up to peak trading for Avon, this campaign made excellent use of video content to drive engagement with a key product. Users engaging with the product were shown an overlay where a YouTube embed of the product’s ad showed them a contextualized, lifestyle-driven view of the product: 

The use of a high-quality piece of brand content is particularly important in beauty, where the importance of brand is at its most critical. The initial results indicate an impressive uplift of 20.8%

Best travel campaign: Virgin Trains

Over the course of the relationship with Yieldify, Virgin Trains has sought to learn the right combination of personalized touch points throughout the Customer Journey to improve onsite engagement.

Yieldify partnered closely with Virgin Trains, its Product and Optimization teams and external partners such as Webcredible and Merkle to ensure that every consideration was in place to limit risk and maximize the customer experience.

According to the Virgin Trains team “the Yieldify tool has been really useful for us to message customers in a personalised way quickly. With the promise of extensions and in-page formats in the future, that unleashes an incredible amount of power that we didn’t have before”

2018 saw Virgin Trains work in even closer collaboration with Yieldify than ever before when the team began driving their own campaign creation through the Yieldify Conversion Platform. Over the course of the past few months they have self-built over 100 campaigns, and now see the tool as a crucial extension of their site, allowing them to deliver on their personalization goals.

Best finance campaign: Argos Pet Insurance

The Argos Pet Insurance campaign sought to prevent abandonment outside of the quote funnel through use of special offers. In the course of running the campaign, Argos and RSA were looking to learn how personalization at the start of the funnel would impact conversions later on, and also test how value propositions would move the visitor through the funnel.

The brand was faced with several challenges both inside and outside of the quote funnel. One of the key challenges was building trust for those new visitors looking to ensure their pet for the first time with Argos Pet Insurance.

Through testing, Yieldify and Argos identified that each step of the quote funnel required a different action to improve engagement and encouragement to the next step. This was tested using a variety of triggers and formats, from notifications to full-size overlays on quote abandonment.

 

In the course of running the campaign, Yieldify influenced the introduction of concepts that would later be built into the fabric of the website, such as “X amount of time left” to secure a quote. The learnings gathered could then be utilised across the rest of RSA group to help drive more personalised experiences and reduce funnel abandonment.

The journey of the Year: soak.com

While designed to help drive conversion, soak.com‘s journey had a second objective that was just as important: using the insight to understand how expensive PPC traffic responded to different messages.

The campaign was constructed to ask PPC traffic who were exiting from radiator category pages what they’d been looking for. The overlays included three calls-to-action: the option to shop by style, by room or by colour.

On the one hand, it helped ensure that traffic acquired at a high cost would not be easily lost. In this respect, the campaign continues to help drive conversion rate increase. On the other, it also helped the team at soak.com improve their understanding of their user experience and gauge the success of their PPC campaigns in driving users of high intent.

 

Best GDPR campaign: Thomas Cook Airlines

Thomas Cook Airlines and Condor were one of the first of Yieldify’s clients to prepare for GDPR’s May 2018 staging date by incorporating explicit opt-in into their Save My Booking functionality.

This campaign was designed to mitigate against booking abandonment by offering the user the option to save their booking for later. This had previously sent emails without explicit opt-in – a strategy that would no longer have been valid under GDPR.

The new campaign that incorporated opt-in was first trialled on Condor before being rolled out across Thomas Cook Airlines. It triggered on exit to offer the user the opportunity to save their booking by entering their email address and explicitly opting in to re-engagement.

This campaign succeeded in engaging customers who were at high risk of being lost from the booking funnel, putting them on a journey towards conversion when they would otherwise have been lost. The GDPR-friendly approach also surfaced key learnings: whilst send volumes were smaller, the open rates, click-through rates and conversion rates were significantly higher.

Best traffic-targeting campaign: Montblanc

With an increasing number of luxury brand consumers coming from markets in Asia, Montblanc needed to adapt quickly to the different nature of cross-border e-commerce.

This campaign was designed for the needs of consumers browsing from India. These shoppers have arrived at Montblanc’s site but would have been unable to purchase key items directly from the site – they would have need to go to a locally-based retailer. This campaign was designed to ensure that these highly-engaged visitors made it through to purchase without being lost along the way.

The overlay that triggered simply asked the question “Interested in buying this product?” and offered two CTAs: Continue Exploring and Shop Online, the latter leading to the local retailer to allow the visitor to purchase.

The campaign has run effectively for over four months to date.

Best AOV campaign: Skyn Iceland

Skyn ICELAND knows that the key to cross-selling successfully is to suggest value-added products that focus on the skincare needs of its visitors.

Working with Yieldify, the brand created a campaign that targeted visitors purchasing Hydro Cool Firming Eye Gels. Using flexible targeting they were shown an overlay that recommended a complementary product, the Brightening Eye Serum.

The campaign took the form of a notification that appeared at the bottom-right of the screen immediately when the user added Hydro Cool Firming Eye Gels to cart.

Skyn Iceland average order value onsite remarketing

Providing more education on why this product would help visitors achieve their skincare goals resulted in a +23.1% uplift in conversion rate and boosted order value by 14.94%.

Best Content campaign: Homair

The goal of this campaign was to leverage a promotional video for a new Homair campsite at Val D’Ussel that had opened a new swimming pool and waterpark.

The campaign targeted users who were browsing the Val D’Ussel page of the Homair website. The campaign would trigger after 15 seconds, appearing as a side tab on the left-hand side of the screen, extending on click to play the full video. 

Knowing the impact the video can make on conversion rates, this campaign made smart use of content in order to enhance the user experience. For example, the initial appearance of the video was discreet: it required a click to extend it and appeared without sound. This ensured that the visitor was given a clear option to engage but also that it didn’t disrupt the user journey if the user wasn’t interested.

The content of the video was also carefully chosen in order to ensure that it added value to the user experience. By delivering information and visuals of the new waterpark that weren’t yet widely present on the main website, it provided an experience that was useful as well as engaging.

Best lifetime value campaign: Maybelline

This campaign brought Maybelline’s major brand campaign to life on the website, leveraging it effectively to drive leads.

The Make It Happen campaign had been launched in 2015, leveraging the brand’s New York history and cultural resonance to appeal to a new generation of independent, free-thinking young female consumers. The huge investment in the campaign stretched across all forms of media, leveraging key brand ambassadors such as Jourdan Dunn and Gigi Hadid.

The massive brand appeal in this campaign meant that using it to its full potential with website visitors held a huge opportunity. In creating an area of the website specific to the campaign, Maybelline’s use of Yieldify brought the campaign’s potential to generate leads to the front and center – literally.  

To date, over 19,000 email addresses have been captured with an estimated lifetime value of $2.6M. This demonstrates the importance of the often-overlooked conversion goal of lead generation on e-commerce websites. While the pursuit of a sale often overrides softer conversions, the success and potential value of the Maybelline execution showed the immense value that can be found in the right lead generation CTA.

Congratulations to all the winners – see you next year!

The 5 best marketing automation tools for e-commerce

   |   By  |  0 Comments

Marketing automation tools can be a nightmare to choose between – here’s our guide to how to pick the best one for your e-commerce business

Marketing automation tools allow marketers to reach more prospective customers with less effort. While well-established as part of the B2B marketer’s stack, they’re a less common feature of B2C and e-commerce.

If you’re choosing a marketing automation tool for the first time, here’s what you need to know.

What’s a Marketing Automation Tool?

According to Marcus Taylor at VentureHarbour, “At a fundamental level, marketing automation is about optimization. From optimizing your staff’s time, to optimizing which customers your sales team focuses their effort on, the scope of marketing automation goes way beyond simply automating your marketing department’s repetitive tasks.”

In a nutshell, a marketing automation tool is a piece of software that allows you to automate a lot of the functions that marketers are used to doing manually: sending emails, scoring and nurturing leads, posting to social media – and much more. The definition is as long as the proverbial piece of string.

For a marketing or e-commerce business, marketing automation’s benefits include reduced staff costs, improved accountability, and more consistent marketing of creative – instead of repetitive – content.

There are three things that every marketing automation tool needs to have:

  • a database – you’re going to be triggering activities depending on what your contacts do, so you need all of that data captured and stored
  • a way to orchestrate actions – simply put, ‘workflows’. This is the core of what we mean by ‘automation’
  • a way to report – the point of the tool is to become more effective, so you’ll need to be able to see whether or not you’re getting it right

For an e-commerce marketer, the thing to remember is that many marketing automation tools aren’t well-built for what you’re trying to do. The likes of Marketo, for example, sit squarely in the B2B space. This is actually one of the key reasons it was recently acquired by Adobe, who seized on the opportunity to extend its reach into B2B markets. However, many marketing automation tools are realizing the potential new markets in e-commerce and developing their offerings accordingly, so watch this space.

How to Evaluate Marketing Automation Tools

Writing on CMSWire, Dom Nicastro says, “Marketers deploy strategies through their marketing automation systems in a number of ways.” These include specifying criteria, leveraging cookies, using forms for contact information, and mixing inbound and outbound strategies.

Before investing in marketing automation tools, you should know what you need automation to accomplish for your business. Do you want to track visitors? Send real-time sales alerts? Market upgrades to past buyers? Collect email addresses? Or store, segment, and select data to pinpoint the right messaging for the right customer?

It’s important to remember that not all automation is good automation. If a platform only moves certain tasks from hands to machines, it may not do enough. Alternatively, if a software provider assures you that it can automate everything, that’s an alarm bell.

Knowing what’s needed prior to purchasing a platform or software saves money, minimizes frustration and maximizes marketing benefits. At this point, your first step should be to make a list:

  1. Your goals in getting a new marketing automation tool
  2. The tool’s ‘must-have’ features
  3. What are you prepared to compromise on?

With your specifications in hand, you’re ready to start searching the marketplace. There are few good ways to see what your options might be:

  • Use a tag-monitoring plug-in such as BuiltWith to visit sites similar to yours to see which tools they’re using
  • Talk to the providers of other softwares in your stack and ask which platforms they integrate with – this can make adoption much easier
  • Visit review platforms such as G2Crowd and Capterra to check out which platforms have the best write-ups

When you’re ready to engage with a provider, Justin Gray at LeadMD recommends asking several questions such as:

  • Is there an associated community?
  • What will the ROI look like?
  • How does the functionality align with your goals?

Ready to start your search? To make things a little easier, we’ve searched the market and compiled a shortlist of some of the marketing automation tools we’d recommend taking a look at…

Dotmailer

Since 1999, this marketing automation platform has built its services around email, the number-one performing digital marketing tactic. More than 70,000 customers in 150-plus countries use Dotmailer to build automated email programs that follow the full length of a customer’s journey.

  • Pricing – Packages run from $150 per month to $600 per month with a 20% discount for nonprofits and charities.
  • Ease of use – Dotmailer is one of the simplest as well as most powerful platforms on the market. It’s a great place to start for growing businesses who are familiar with Email Service Providers like MailChimp and who now want to take the next step.
  • Features – Training, Campaign Management, Creative Studio, Strategic Services, and Custom Integrations. Integration with Yieldify.
  • Best for – Email marketing professionals who need an all-in-one package with powerful capacity in a drag-and-drop template

Oracle Bronto

Focused on high-growth e-commerce retailers all around the globe, Oracle Bronto provides email services that can integrate with all commerce platforms. Bronto also gives users the capacity to deliver responsive social and mobile media campaigns with an emphasis on cart abandonment recovery. The platform includes an array of powerful apps beyond core functionality.

  • Pricing – Free demo. Quote-based plan.
  • Ease of useRankings by 42 users at Capterra gave Bronto 4 out of 5 stars for ease of use.
  • Features – Drag-and-Drop Automation, Post-Purchase Campaigns, Cart Abandonment Reminders, VIP and Loyalty Programs, Precise Segmentation. Integration with Yieldify.
  • Best for – E-commerce retailers who need an ultra-powerful marketing automation platform with an intuitive interface

ActiveCampaign

ActiveCampaign’s pricing makes it an attractive option, with good value for money spanning across a number of features. Its feature set is more focused on acquisition than conversion, so marketers looking for landing pages will be disappointed.

  • Pricing – Starts from $17/month, rising depending on feature set and number of contacts
  • Ease of use – A simple platform with a wide variety of self-learning guides and courses makes this an ideal option for those happy to work their own way through it – more substantive services have to come from a partner agency
  • Features – Email Marketing, Site and Event Tracking, Contact and Lead Scoring, SMS Messaging
  • Best for – Smaller businesses looking for a good entry-level solution

HubSpot

One of the most-recognized names in marketing automation tools, HubSpot offers a full stack of sales, marketing, and CRM technology dedicated to business growth (we also use it here at Yieldify). Its products integrate online and social media marketing activities, including email, SEO, contacts, and analytics.

  • Pricing – Prices range from free to $2,400 a month.
  • Ease of use – Good, and improving regularly with recently-added features such as drag-and-drop email builders.
  • Features – Calls-to-Action, Progressive Profiling, A/B Testing Landing Pages, Segmentation, SEO Recommendations, Blog Analytics, Integrated Social Publishing
  • Best for – Marketers who need a powerful, all-in-one tool for segmentation, contact management, push-button social media control, and report creation. Hubspot’s weakness is that it’s not really build for e-commerce, but this is changing with features such as a native Shopify integration and ability to connect a custom store.

SharpSpring

SharpSpring concentrates on driving leads and converting them to sales through behavior-based email, blog building, dynamic landing pages, and social media.

  • Pricing – Onboarding costs $1,800. Monthly fees range from $450 to $875, and quote-based options are available.
  • Ease of use – SharpSpring provides onboarding, but the system is easy to learn and use. It integrates with more than 700 third-party tools.
  • Features – Behavioral Based Email Automation, Dynamic Forms, Lead Scoring, Robust Rules Engine, Dynamic Web Content, Daily VisitorID Email, Smart Emails, and Point-and-Click WYSIWYG Editor. Integrations with Shopify, BigCommerce and Magento.
  • Best for – Smaller retailers who need powerful analytics and highly customizable content

Product Update November 2018: improve the customer journey

  |   By  |  0 Comments

This month on the Yieldify Conversion Platform, we’re introducing new ways to improve customer journeys through new targeting options

Customer journey optimization is logical in theory, but it’s often harder than it looks to improve the customer journey. That’s why we’ve introduced three new features to make it a lot easier: Campaign History Targeting, Data Layer targeting and Page Depth targeting. These allow you to adapt your activity to multiple stages of the customer journey, without the need for a complex set-up.

Our bonus features for this month approach the customer journey from a different angle: time. Find out more about Time-of-Day and Day-of-Week targeting.

Campaign History Targeting

This is one of our most exciting targeting developments yet.

Campaign History targeting allows you to target campaigns based on whether a user has already seen another Yieldify campaign within a set time frame. This conditional logic allows you to construct end-to-end customer journeys with just a few clicks. 

According to our data, 21% of first-time purchases take place on a visitor’s 2nd session. You therefore can’t afford to provide a stale experience to your returning visitors. Using Campaign History Targeting, you can show visitors a promotion consistent with where they are in the journey to keep the experience relevant and improve the chances of a return purchase.

Data Layer Targeting

The second way to improve the customer journey is with data layer targeting. This allows you to target your activity based on elements present in the data layer, making it easier to deliver the next level of personalization. Here are just a few ways you could use it:

  • Target particular product items based on their SKU
  • Targeting travel searches based on the route combination
  • Target on a pre-defined or custom segment of users where the segment is specified in the data layer
  • Target on the type of a page (e.g. product page, category page, search results page) if it’s not specified in the URL

If your website set-up means you don’t have the opportunity to read much data from the page, then this is a game-changing piece of targeting. Talk to us to find out more.

Page Depth Targeting

The difference in engagement levels between someone who’s just landed on your website compared to a visitor 20 product pages in is clear. It’s for this reason that we’ve introduced Page Depth Targeting to the platform.

This feature allows you to improve the customer journey by targeting based on the number of pages that a user has visited in their session. This makes it easy to differentiate your message for someone who’s new to your site versus someone who’s in the middle of in-depth browsing. Combine it with other features to create personas for long-term targeting. 

Bonus features: Time-based Targeting

While our new features this month have focused on how to target the customer journey, we’ve also introduced some new options: these are all about time.

How you browse during your lunch break at your desk is different to how you browse when you’re on your mobile during the commute home. It, therefore, makes a lot of sense to differentiate your experiences throughout the day to reflect these different customer journeys.

Using Time-of-Day Targeting on the Yieldify Conversion Platform, you can easily set campaigns to target shoppers at certain times of the day.

This is exactly what soak.com did with a campaign that targeted lunchtime browsers (those landing on product pages between 12:30-14:00). It used Dynamic Social Proof to create a sense of FOMO (Fear of Missing Out) among mobile users who would otherwise have been casually browsing. The notification showed how many other users had browsed the product in the last day, indicating popularity:

With bathrooms being a high-consideration product with a long purchase cycle, this moved a high-funnel browser further down the path of purchase. As a result, the campaign generated an 11.2% conversion rate uplift in the target group.

In addition, you can use Day-of-Week Targeting to further improve the customer journey based on time-related behaviour. This allows you to only show campaigns on certain days of the week. You could, for example, use this to target different messages on the weekend to high-value shoppers vs. weekday evening window-shoppers.

Get on the platform

Not using the Yieldify Conversion Platform yet? Request a demo and we’ll show you how it can work for your site.

The complete guide to onsite remarketing

  |   By  |  0 Comments

Onsite remarketing is much more than pop-ups – this guide unpacks what it can do for your conversion rate optimization and more

The concept of onsite remarketing is not necessarily a new one, but it’s often misunderstood.

In this guide, we’ll unpack what it is and how to apply it to your marketing activity. At Yieldify, we’ve been doing onsite remarketing for 5 years and created over 200,000 campaigns – so we hope that you’ll be able to take our learnings with you!

What is Onsite Remarketing?

If ‘offsite’ remarketing is like waiting for someone to leave your store before trying to entice them back, onsite remarketing is roughly the equivalent of having a helpful sales associate engage them while they’re still in-store. 

Also known as behavioral targeting, onsite marketing involves creating a data-driven strategy to engage visitors while they’re on your website.

While many people consider onsite remarketing as consisting solely of exit intent pop-ups and lightboxes, the truth is that a strong onsite remarketing strategy is much more. It draws heavily on the principles of behavioral psychology in order to deliver an effective, agile way to engage your visitors that static UX simply can’t achieve.

By relying on a data-driven strategy designed to produce specific outcomes, it can have a major impact on your site’s performance while remaining unintrustive for your visitors.

So how does it work?

How to put together an onsite remarketing campaign

Before you start

The danger in onsite remarketing is to think that you put a pop-up on your site and then wait for the conversions to roll in. In reality, onsite remarketing is all about personalizing the customer journey – you’re creating experiences that adapt and shift to the individual user’s behavior.

To do that effectively, you need a strong strategy that’s grounded in analytics. Start with a clear goal (you’ll discover more about these later on in this article). Then, get a clear idea of what your customer journey looks like (get tips on that here) and start to put together your campaigns with an eye to the overall journey.

Then you can get started on building those campaigns. The first thing to understand about onsite remarketing is how it’s put together – each campaign has 4 simple components:

1. Who to target

This is arguably the most important part of the campaign: deciding who you’ll show it to. Target too broadly and you run the risk of showing irrelevant content, target too narrowly and you’ll take a long time to reach a significant result.

You’ll want to create a segment out of a number of carefully-chosen attributes. In this example below, we’ve used the Yieldify Conversion Platform to create a target segment of returning users on desktop or tablet devices who are currently on the checkout page with more than £40 in their cart:

onsite remarketing options on the Yieldify Conversion Platform

The options on the left-hand side of the image show that there are numerous other options from which to create a target segment, ranging from location to time of day.

2. When to trigger

Once you’ve decided who you want to show your campaign to, you need to decide what behavior they’ll need to exhibit in order for the campaign to trigger. Simply put, if targeting is deciding ‘who’, triggering is deciding ‘when’.

The most common options are exit intent, timer or scroll trigger. Used well, you’ll be engaging your target user at the perfect moment to elicit a lead or a conversion.

3. What to show

Once you’ve decided on the right person and the right time, it’s time to choose the right content.

Starting with static content, you can offers discounts, highlight promotions or even capture leads. At this point, many people assume that you need to offer a discount in order to keep your potential customer engaged – that’s not the case. While discounting can be great when offered to the right target customer, there are many more effective ways to encourage a conversion.

Check out this example from beauty brand Skyn Iceland. They A/B tested two creatives on abandoning visitors and found that the discounting message didn’t perform as well as one that simply highlighted the brand’s value proposition:

Skyn Iceland campaign

To take things to the next level, your content should get smarter. One of the best and most effective ways to do so is with Dynamic Social Proof, which shows your user how many other visitors have been engaging with the product that they’re looking at. This can create a powerful sense of urgency, helping drive your visitor further through the funnel. Here’s an example from shoe brand Kickers:

Dynamic Social Proof Kickers case study

Best practice here is also to A/B test your creative – a simple change in artwork or CTA messaging can make all the difference to your click-through and conversion rates.

4. How to show it

Finally, decide what the best format is for your content. As we’ve said before, onsite remarketing is much more than pop-ups. While these are an impactful way to engage your visitor, you have many others at your disposal.

For example, notifications can appear at the bottom of a screen to deliver a subtler message – or even two of them:

Double Notifications for onsite remarketing

Add banners to the mix and you have multiple ways of delivering your onsite remarketing.

Now you know how a campaign is constructed, let’s look at three of the key ways you can use them.

1. Cart Abandonment

Cart abandonment is still one of the biggest challenges facing an e-commerce marketer, with over two-thirds of shopping carts going abandoned. After all, creating the perfect checkout process is much easier said than done.

Here are some examples of how onsite remarketing can reinforce your brand and turn those apprehensive visitors into paying customers.

a) Use exit intent wisely

Exit intent technology is probably one of the best-known elements of onsite remarketing, and for good reason. It’s perfect for those ‘last ditch’ attempts at recovering a user who would otherwise be leaving your website.

b) Use social proof

If you look at the key reasons behind cart abandonment, there are two that stand out. Firstly, would-be customers are looking to see if they can get a cheaper price elsewhere. This can be very easily beaten by using some proof. This example from Omni Hotels is a very simple message that shows would-be price comparison shoppers a guarantee that this is the best possible price. It resulted in an impressive 39.5% conversion rate uplift:

Omni Hotels onsite remarketing for cart abandonment

Secondly, visitors sometimes think that they can simply return later when they’ve time to think about their purchase. Onsite remarketing’s answer to this problem is to create a sense of urgency. As we previously mentioned, Dynamic Social Proof is one of the key ways to do this – but it’s not the only way.

Like French holiday company Homair, you can use dynamic countdown timers to show that your offer is time-limited. This is a powerful way to drive urgency (in Homair’s case, increasing conversions by over 100%):

 

Homair onsite remarketing example using countdown timer c) Be helpful 

One of the key reasons that carts get abandoned is because the purchase process is too complicated – this can result in confusion, frustration and giving up. Changing your checkout process is difficult, so onsite remarketing is a great way to quickly and easily make the process simpler for your customer.

Take this example from Virgin Trains. To avoid abandonment in the booking funnel, the team implemented an overlay campaign to show users that they were only a few steps away from having their ticket booked:

Virgin Trains booking abandonment onsite remarketing campaign

Other ways to be helpful include highlighting your call centers (if you have them). Click-to-call campaigns (which you can track with services like Infinity) are great for more considered purchases in finance and travel.

2. Increasing Order Value

Once you have a customer purchasing from your website, you have a golden opportunity to increase the value of that customer’s order. However, trying to increase average order value comes with a risk of distracting your shopper from getting to the checkout. Your approach needs to be well-targeted and strategic: this is where onsite remarketing comes in.

a) Use the cart 

When it comes to onsite remarketing, reading the cart value of your shopper is your best friend. Even better, reading exactly what’s in the cart.

By seeing what your customer has in the cart, you an offer relevant up-sells and cross-sells. For example, if a customer has added $40 worth of bedsheets to their cart, you might want to offer them some matching pillowcases.

This logic applies as much to who not to target. If your shopper has only added a few dollars’ worth of product to their account, they might not yet be done with their decision-making. Better to wait until they’re further invested before you try to push them a little further.

b) Limit choice 

Making it easy to add a new product to cart without getting distracted is key to effective up-sell and cross-sell. The best way to do so is to limit choices (avoiding analysis paralysis), making those choices completely relevant to what you know that customer to be engaged with.

For a great example, we go back to Skyn Iceland. One of the brand’s best-selling products is its Hydro Cool Firming Eye Gels, which has a complementary product in its Brightening Eye Serum. By targeting customers who had already added the gels to cart, Skyn Iceland was able to effectively upsell the Serum with little disruption to the journey:

Skyn Iceland average order value onsite remarketing

The campaign’s success drove nearly 15% extra average order value.

c) Stretch to an incentive 

While not every onsite remarketing campaign requires incentives in order to be effective, there’s a time and place for them. If you have an existing incentive on your site for shoppers who spend over a certain amount, onsite remarketing campaigns can be an effective way of leveraging them.

The below example from Hylete shows this in action. The clothing brand offered discounts to its customers depending on how many products they purchased: the more products, the bigger the discount. In this case, it used a progress bar that showed shoppers how far they’d qualified and what potential there was to gain bigger incentives. It led to a near 5% increase in average order value:

Hylete average order onsite remarketing campaign

You can learn much more about increasing average order value with our dedicated guide to upsell.

3. Lead Generation

In the wake of new privacy laws such as GDPR, many marketers are frantically trying to find new ways to replenish their email databases. Onsite remarketing is a major channel to do this. Yieldify data for 2018 shows just how much marketers have used it to increase their lead generation efforts:

Yieldify onsite remarketing lead generation 2018

So how do you do it? Here are a few things to keep in mind…

a) Wait 

Everyone has an experience of a pop-up appearing on-screen to ask you to sign-up mere second after landing. That’s liking asking someone for their phone number before you’ve even said ‘hello’.

Our experience tells us that it’s much more effective to allow your visitor to explore your site a little before asking them to hand over their valuable data.

b) Offer value 

It’s not uncommon to offer a discount in exchange for signing up for a newsletter – this can work well, as shown by High Street TV.

The brand used a Double Notification campaign, offering target visitors the opportunity to receive a 5% discount on their first order in exchange for submitting their email address. Once the user had submitted their email address, the second Notification appeared with a Dynamic Coupon code.

High Street TV lead generation onsite remarketing campaign

This strategy achieved the dual goals of the campaign: capture more leads ahead of GDPR’s staging date and encourage conversion on first orders. It outperformed industry benchmarks with respect to both: the campaign increased conversion rates by 8.6% and collected nearly 20,000 leads. 

 

You can learn much more about how to use your website to generate new leads in this in-depth guide to lead capture.

Conclusions

By virtue of its speed and agility, onsite remarketing is one of the easiest ways to quickly make your customer journey more relevant and effective. It’s also much more than that – it’s one of the few ways to reach in real-time to customer behavior. This makes it a powerful element of personalization that can turn a simple website into a high-achieving one almost overnight.

If you’re ready to start on your onsite remarketing journey, you can get a free Yieldify demo by applying here. We can help show you what other sites like yours have done and what you might be able to achieve with yours.

How to save an abandoned cart: 5 simple steps

  |   By  |  0 Comments

The abandoned cart is the bane of any effort at conversion rate optimization – here’s how you can stop it from happening on your website

Received wisdom says that over 69% of shopping carts are abandoned. That’s an immense amount of revenue that gets incredibly close to conversion but falls at the final hurdle. So how do you prevent an abandoned cart?

1. Cart abandonment emails

Whatever you do to try to stop that cart from being abandoned, sometimes your visitor just isn’t ready to purchase. After all, 40% of cart abandoners cite their key reason for doing so as “only browsing”.

This is when you need to have a plan in place to make sure that you bring that visitor back to complete their purchase. The answer: email.

Emails are perhaps the single most effective way of turning an abandoned cart into a conversion. According to research by BigCommerce, an abandoned cart email is worth 282x the value of a simple promotional email.

Putting together one of these emails is relatively easy (read some more tips here) but the scope of what you can achieve with them is huge. Check out this calculator to see how much just a few emails could earn for your bottom line*:

With a strong success rate in terms of delivering a conversion that would otherwise have been lost, it’s worth exploring your options for sending cart abandonment emails. While there are multiple tools out there, one of the easiest ways to ensure the seamless transition between website and email (and hopefully back again) is to use Yieldify. Click here to get a copy of the details on our cart recovery product.

2. Interrogate your shipping costs

Like all good attempts at optimization, you should start with looking at the reasons for abandonment in the first place. You might want to get your own user feedback, but a good place to start is with this piece of research from Statista:

statista facts on abandoned cart reasons

As we can see clearly, one of the biggest reasons we see abandoned carts is shipping. It’s something that many of us can relate to: compiling a cart of items we’ve carefully chosen, only to be shocked at the cost of receiving them.

Start by reviewing how your shipping charges are structured – do you have flexibility here? If you can afford to make a change, this is a critical place to do so.

If you don’t, you can look at the problem from another angle – returns. Most shoppers will want to know that if they change their mind, it’s easy to return the purchase – particularly if it’s a high-ticket item. You can reassure an on-the-fence visitor by showing these messages at the checkout stage, much like Hylete did, to successfully avoid an abandoned cart.

Hylete campaign to stop abandoned carts

3. Optimize the checkout process

It goes without saying that a complex checkout process can turn even the most enthusiastic buyer into an abandoned cart. It’s little wonder that so much time and effort get invested in testing these processes to make sure that shoppers don’t fall at the final hurdle.

Long, confusing forms are among the most common culprits here – 10% of carts are abandoned simply because the process takes too long. This is particularly true for mobile, where forms are harder to complete. Start by making sure that you’re only capturing the information you need and that you’re clear about what you’re asking for. Simple conversion rate optimization tactics such as showing progress bars to indicate how far the user needs to go can be great ways to make the process less painful.

If it’s an option, you can also consider removing another barrier to entry: creating an account. In an age of increasing wariness about data privacy, consumers can be easily put off the checkout process by feeling like they need to sign their lives away first. In some studies, this has been shown to cause up to 30% of shoppers to jump ship. The most obvious option is to create a guest checkout – but it’s not for everyone.

4. Give some flexibility

Consumers have grown to expect more flexibility when it comes to how they buy a product and how they’ll eventually receive it. Where some are willing to pay more for faster delivery, there are many who’ll happily take a discount on list price in exchange for waiting a little longer for their package to arrive.

These considerations are particularly important in the context of the growth in cross-border e-commerce (a trend we talk about here). Different countries have wildly different preferences when it comes to things like payments in particular – and you’ll need to account for these if you want to grow.

A good place to start is with payment options. One of the major trends to emerge in recent years is in ‘buy now, pay later’ options, most prominently offered by Klarna. While these are said to ‘make payday irrelevant’, they’re far from the only way to make it easier for your customer to buy.

Klarna buy now pay later options

Secondly, you can test out offering different fulfilment options. While the likes of Prime Now and Google Express are at the bleeding edge of new innovations in how goods get from warehouse to front door, there are less complex options available to you. Something as simple as in-store click-and-collect – as offered here by men’s fashion retailer M.J. Bale – can help a hesitant visitor towards purchase.

5. Use social proof and trust symbols

Finally, there’s the issue of trust. To ensure that the carefully curated cart doesn’t go abandoned, your customer has to trust you enough to part with their hard-earned money.

Over 58% of abandoned carts happen because of concerns about security. Take the opportunity to show and highlight trustmarks, which can be powerful symbols to help assuage any underlying concerns from a shopper. Here are some of the most recognizable and trusted:

ConversionXL graph on trusted brands

Social proof is also a huge part of earning trust. Showing reviews is a valuable way to do so, and is increasingly easy thanks to tools such as Trustpilot.

Need help getting started?

Making the first steps towards optimizing your checkout process to mitigate against cart abandonment can be daunting. While some changes take longer and involve more testing, there are some quick wins to be had if you know where to look. Get a demo today and we can help you make your first changes within weeks.

*Note that this uplift rate is based on prevailing trends in the market. However, every website is different, so it shouldn’t be treated as a guarantee. 

7 best practices for effective lead capture

  |   By  |  0 Comments

Whether it’s post-GDPR lead generation or simply trying to build a database, good lead capture strategies are a vital part of your website.

When some e-commerce marketers look at the customer journeys on their website, there’s usually a fairly obvious end goal: the conversion. This misses a huge opportunity at the higher end of the funnel – lead capture.

Over the last year, we’ve seen lead generation become a huge priority for many of our clients as privacy laws such as GDPR have seen marketing databases decimated and marketers looking for fast and effective ways to rebuild them.

So what’s the secret to effective lead capture? Well, there are actually seven – and they’re all listed below.

1. Limit your use of CTAs

Less really is more. Some think that using more calls-to-action increases the likelihood of lead capture – the exact opposite is often true.

Pulling visitors in too many different directions can overwhelm them, causing them to stall and take no action at all. Even worse, it could be an annoyance and result in many potential leads exiting your site quickly and without converting.

You might be surprised at how well just one or two optimized and strategically-placed CTAs or overlays can perform. Turnbull and Asser’s double overlay campaign, created with the Yieldify Conversion Platform, is an excellent example of this. It generated more than 100 new leads for the company in just one month!

Turnbull and Asser lead capture example

The first overlay was a subscription form for the company’s email newsletter. The second revealed a free shipping code that could only be seen once an email address had been submitted. It was simple, but effective.

2. Timing is everything

Your success rate in lead capture has a lot to do with WHEN you ask for the lead.

If you introduce it too soon, before visitors have shown an interest in engaging further with your business, you run the risk of losing them before they’ve had the chance to learn about you.

That in mind, it’s amazing how many businesses will still launch a lead capture overlay on entry asking the user to subscribe to their newsletter. At Yieldify, we’ll counsel against this in almost all be the most exceptional cases – why ask someone to subscribe to something they’ve had no time to understand?

A far better option is to target someone who’s exiting the page – after all, what have you got to lose from somebody who was going to abandon anyway? Offer a good incentive (it doesn’t have to be discounting) for them to hand over their email address and stay in touch.

3. Be clear

The rules of engagement for asking for someone’s data have changed a lot recently with the introduction of GDPR – being clear about what you’re asking for and why is no longer just best practice, it’s the law.

Effective lead capture demands complete clarity on three key things:

  1. What data you’re asking for (email address, name, birthday?)
  2. What you’re going to do with it (newsletter, sale announcements?)
  3. What’s in it for the customer (discounts, early access etc. – this is the most important part)

In imitation of Rum21 during its Cyber Week campaign, use headers, bold lettering, and complementary visuals that don’t clash with or distract from the text. If appropriate, you can also use a timer or similar feature to create the sense of urgency that so often contributes to effective lead capture.

4. Keep your forms simple

Classic conversion rate optimization practices also apply to lead capture. Generally, the longer the form, the fewer submissions you’ll receive.

It’s, therefore, best to keep your forms as simple as possible. Remember that when it comes to lead capture, your target audience is high up in the funnel – they’re not at the stage of trust and engagement to give you their life’s story. Ask for simple information now and you’ll be able to nurture that relationship to a stage when you can ask for more data later.

In many cases, as UK card retailer Scribbler demonstrates, an email address is often sufficient to get your foot in the door:

Scribbler lead capture case study

 

5. Target sparingly

Asking long-time customers or subscribers to sign-up to your newsletter is both pointless and annoying. As well as asking at the right time, you need to be asking the right people: this is where smart targeting comes in.

First of all, avoid asking those who have already subscribed or are existing customers.

Secondly, think about targeting those new visitors somewhere in their customer journey where they’re engaged enough to potentially want to hand over their details but no so engaged that a lead capture message might distract them from the greater conversion of purchasing. For example, you could target someone who’s not yet added anything to cart but has already clicked through to a category page.

6. Offer the right incentive

In the case of lead capture, incentivising doesn’t have to mean offering discounts. Offering discounts such as 10% off a first order can be a great way to answer the question of “what’s in it for me?”, but if it’s not an option that your margins give you, there are other ways.

One option could be to promise early access to sales or to be the first in line to hear about new announcements – creating exclusivity can be just as powerful as a financial incentive if positioned clearly.

7. Be mobile-friendly

The amount of browsing that happens on mobile is growing year by year – but it remains a much harder place to get your visitors to convert than desktop. This goes not just for purchases, but for lead capture too.

Ironically, mobile is also where lead capture is the most important. Mobile visitors are more likely to be browsing on the fly and not in a position to commit to big decisions or purchases (hence a lower conversion rate) – this makes it all the more important to capture their details so that you can continue that conversation with them.

The problem is that on mobile, your visitors are literally all thumbs. Forms are much harder to complete when typing on a mobile, so in addition to the other principles listed above, you need to:

  1. Have a well-tested and responsive site so that forms appear when and how they’re supposed to
  2. Keep data fields as minimal as possible
  3. Enable autofill if you can

Lead capture: in conclusion

Any marketer knows that good leads are worth their weight in gold and that they’re more expensive than ever to come by.

Asking for data is now a conversation that’s as weighted and valuable as asking for money – and viewing it in a similar way to optimizing for purchases can actually be helpful to your lead strategy:

  1. Target carefully. Asking the wrong person at the wrong time is offputting
  2. Deliver value in exchange for data – and be clear about what that is
  3. Make it easy. You wouldn’t want your customer to jump through hoops to spend money, so why make lead capture any harder?

At Yieldify, we’ve run thousands of lead capture campaigns for clients all over the world. If you’d like to see how our experience and tech can help you with your strategy, click here to get a free demo.

Product update: new tools to react to engagement levels

  |   By  |  0 Comments

Treating your visitors differently depending on whether they’re hyper-engaged or losing interest is vital – this forms the core theme of this month’s Yieldify Conversion Platform product updates.

Our brand new scroll trigger and inactivity trigger help you target your campaigns according to how engaged your visitor is in that moment – whether they’re on the verge of drifting away or showing signs of high intent.

Read on to find out more about how you can use these to optimize your customer journey.

Scroll trigger

There’s plenty of debate about whether your landing pages should be short and sweet or long and detailed. In reality, there’s no secret sauce. Whichever option you go for, you’re very likely to have good, relevant content and CTAs that sit after the fold – this is why we’ve launched our new scroll trigger.

This is all about the opportunity to haul in the user who’s scrolled far enough to show real engagement with the content on your page – it means you can avoid hitting less-engaged visitors too early in their journey and focus on those who have shown real intent.

How it works: You set your campaign to trigger when a user can see a particular page element on the screen. For example, this could be an add-to-cart button. It works with all campaign types (such as Notifications or Bars).

When to use it: Here are just a couple of great examples of scroll trigger use:

  • Trigger a campaign to show similar and related products if a user is has become interested in a product page.
  • Show Dynamic Social Proof of a product once a user starts to scroll down to find out more about it 
  • Engage first-time users and encourage them to sign up to your mailing list once they show continued interest by scrolling down to the bottom of your category pages

Yieldify Scroll trigger in action

Inactivity trigger

At the other end of the engagement spectrum, there are those users who have started to become inactive. They might have gotten confused and lost on the page, distracted or simply bored. Ironically, on some occasions, they might have become inactive because they’re just so engaged with your content – but you’ll be able to judge this by context.

How it works: Your campaign will trigger when a user becomes inactive on your site for a defined period of time without scrolling, clicking or mouse movements. Like the scroll trigger, it works for all campaign types.

When to use it: Inactivity triggers are exceptionally useful across all kinds of scenarios, but here are a few we’ve seen most commonly:

  • Trigger a campaign if a user stalls on a particular step of the purchase funnel and stops entering their information
  • Engage first-time users and encourage them to sign up to your mailing list when their attention on the blog drifts 
  • Engage users with relevant campaigns when they spend a long time interested in a particular product or article 

Yieldify inactivity trigger

Both of these triggers are available to all Yieldify Conversion Platform users – simply log into the platform and start using them today!

Not using the Yieldify Conversion Platform yet?

The best way to find out how these features (and many more) can work for you is to book a free demo with one of our customer journey optimization experts.

Yieldify and Student Beans join forces

  |   By  |  0 Comments

With Generation Z on track to become the biggest consumer group in the next two years, with a spending power of an estimated $404 billion in the US alone, it’s little surprise that an increasing number of retailers and brands are turning their attention towards the lucrative student market in a bid to curate a new generation of loyal customers.

With that in mind, we’re excited to announce a brand new partnership with Student Beans, the world’s leading student loyalty network.

Student Beans works with over 500 brands across the world to help them run their own student discount programs using award-winning student verification technology via websites, apps and stores.

It works by allowing students to view valuable student discounts, while its app offers location-specific deals. Student Beans then takes on the work of verifying student status through email confirmations, which means that partner brands can offer gated programs with no added effort. Its technology can now verify 163 million students students in over 50 countries.

By joining forces, we’re enabling our joint customers to combine our award-winning CJO solutions with Student Beans’ technology to deliver targeted messages and offers to student shoppers at the perfect moment in their journey. It’s a great opportunity to derive even better return on both solutions, with no extra investment and no extra work.  

Here’s how it works

Thanks to Yieldify’s expertise in e-commerce optimization, joint customers can drive more enrollment in student programs by using Yieldify to deliver targeted onsite messaging to drive more sign-ups, which are then verified by Student Beans.

Further down the funnel, Yieldify can deliver targeted student-focused messaging through Notifications and Overlays, helping increase conversions and average order value on the road to greater loyalty.

The best thing about it? It’s up-and-running in days and won’t cost any extra to joint customers. Yieldify and Student Beans take on all technology integration processes, and clients can usually implement integrated solutions within 24 hours.

To mark the start of the new partnership, we’ll both be exhibiting at PerformanceIN Live, the affiliate and performance marketing conference that takes place in London on October 15th and 16th. Yieldify will present ‘CRO is Dead: Mapping the future with Customer Journey Optimisation’ on the first day of the event at 10.20am on the Marin Dome Stage.

Christmas Marketing for E-Commerce Success: 5 Tips to Increase Gift Sales

  |   By  |  0 Comments

When it comes to retail e-commerce, the success of your holiday marketing can mean make-or-break for your whole year. At Christmas, your shoppers are arriving to buy not for themselves, but for someone else – a very different purchase and consideration journey to what much of what e-commerce marketing is geared up for.

To help you navigate the Christmas marketing challenge, here are our top 4 considerations to help you sell more gifts this season.

1.  Know your approach to Black Friday and Cyber Week

50% of Christmas shopping is already complete by December 3rd (yep, we don’t know who these people are either):

Retailers black friday performance in 2017

2017 Shopping Season Statistics (salesforce.com)

This shouldn’t come as much of a surprise to anyone who’s been watching Black Friday e-commerce trends over the last few years – the last Friday of November is the highest peak of e-commerce traffic for the whole of Q4.

With half of Christmas shopping completed once these deliveries have hit the doorstep, the implication is pretty clear: Black Friday and Cyber Week is a peak spot for gift shopping, and if your Black Friday marketing campaigns don’t have the gift shopper in mind, you’re missing a trick.

2.  Personalize your product recommendations

According to a report from DemandWare, individualized product recommendations led to 30% of Cyber week sales in 2017, despite only having driven 5% of clicks. Across the holiday shopping season as a whole, clicks on product recommendations led to 28% of all retail income.

Product recommendations will be a key part of conversion rate optimisation strategies this season, predicted to drive 25% more sales. This translates to 35% of revenue coming from these personalized purchase suggestions.

But there’s a catch when it comes to gifting: it’s when your shopper might make a sharp turn away from what their shopping habits have looked like at any other point in the year. Personally, it’s the only time I might venture onto the kid’s books’ section of a website – everything you might have already known about my usual shopping habits of overpriced hair products and constantly having to replace lost earphones has gone straight out of the window.

If you can’t rely on your data the way that you usually might, there’s one place you can reliably turn: in-session activity. A great way to increase your e-commerce conversion rate while your user is Christmas shopping is to focus on the here and now – what ad did they land from? What categories have they been browsing? What products have they added to cart? Some simple rule-based activity triggered by behaviors will help keep the customer journey clean and linear.

3.  Focus on what your customers really need

For retailers, Black Friday deals are far from a groundbreaking strategy, but consumer behavior from the past holiday season shows that price slashing and couponing is no longer enough.

In 2017, Macy’s lost out on an opportunity to tie its loyalty program with its couponing, which didn’t target any customer segment in particular. J.C. Penney stuck with its usual strategy of inundating consumers with coupons, but it wasn’t enough.

Best Buy stepped up where the department stores fell short. Instead of rushing consumers into buying with “limited time” or “one day only” sales, this retailer offered benefits like free shipping and buyer financing. Incorporating social media into these messages, Best Buy managed to reach the top of the list of brands tagged alongside the #BlackFriday Twitter hashtag:

Black Friday marketing performance data from Twitter

Consumer perception of brands tagged with #BlackFriday on Twitter (QSR International)

The lesson for your Black Friday marketing and Christmas marketing is that the online customer journey is now far more complex and nuanced than ever before – having a holiday ecommerce strategy driven by price alone isn’t going to cut it with gift shoppers. While traffic is high, it’s actually a great opportunity to test out new ways of creating perceived value for your customers.

4. Last-minute shoppers are an open goal

Christmas in e-commerce is a longer season than ever before, starting in early November and extending past December 25. In 2017, the first three weeks of November saw significant sales growth, the Sunday before Black Friday being particularly profitable in the mobile space.

While we’ve seen plenty of keen shoppers wrap up (excuse the pun) their Christmas shopping at the start of December, there are still the legions of us who panic two weeks before Christmas. In fact, around 53% of people plan to shop on the last Saturday before Christmas (and among last-minute shoppers as a whole, 51% were planning to shop online). Herein lies a significant opportunity for some last-minute holiday marketing ideas.

The key to successful conversion rate optimization for these last-minute shoppers is offering attractive shipping deals. What we see in the weeks before Christmas is a ‘conversion cliff‘, where traffic stays high but conversion rates drop dramatically – the conclusion is that this is because of last-minute shoppers looking for inspiration but worrying that they’ve missed the delivery window. Make it abundantly clear that they’ve still got plenty of options and you could see this change dramatically.

There’s an additional opportunity in the rarest breed of Christmas gift-shopper: the ones who don’t buy gifts until AFTER Christmas. By late December of 2017, 5% of shoppers were anticipating having to purchase their last Christmas gifts after the holiday. Post-holiday data upheld this prediction with a spike in purchases seen on Boxing Day, December 26. For mobile users, Boxing Day translated to even more sales than the Sunday before Christmas. New Year’s Day is becoming more profitable as well, having increased 32% in 2017.

There’s plenty of holiday marketing opportunity in last-minute gift shoppers – just tune into their particular concerns and differentiate your message to them accordingly.

5.  Be mobile-friendly

Mobile is starting to dominate the holiday shopping market in a big way. The 2017 holiday season saw more shopper traffic on mobile devices than on desktops throughout peak days, including Christmas Eve, Christmas Day, and Thanksgiving Day.

Experts are predicting that 2018 will be an even bigger year for mobile: this year, 68% of shopping and 46% of ordering could take place on mobile devices.

Christmas CRO figures

Adobe: Average Conversion Over 5-day Holiday Weekend by Retailer Size. ( Marketingland.com)

The particular challenge for gift shopping on mobile is that the path to purchase when buying for someone else can be longer and more protracted than when buying for yourself. Your shopper might add several items to cart simply in order to bookmark options, before going to comparison shop elsewhere, before picking back up again. The nuances of this customer journey make it more important than ever to have an easily-navigable mobile journey (particularly if that mobile shopper is also a last-minute one…)

Getting the gift shopper

It’s one thing to know that you need to target gift shoppers, but it’s quite another to do it right. Your holiday marketing strategy depends on adapting your usual understanding of how a purchase journey works to how that differs when your shopper is buying for someone else – they might be more confused, more panicked and more price-conscious.

One of the quickest and easiest primers for your Christmas marketing ideas comes in the form of our new e-book – it takes you from Single’s Day to New Year with simple, actionable tips to make your seasonal marketing a success. Click here to read it for free!

4 Tips For E-Commerce in Singapore and ASEAN

  |   By  |  0 Comments

As we open our brand new Singapore office, we’re lifting the lid on what it takes to drive success in e-commerce here and in other ASEAN markets – from increasing conversion rate marketing to increasing customer lifetime value.

 

According to Singapore Business Review, “ASEAN e-commerce (is) forecasted to grow 32% to almost US$90b by 2025.” And it’s not all Alibaba and TenCent versus Amazon and Shopify. Behind the big names are thousands of e-commerce enterprises seeking to create their space within the mobile, youth-dominated, and internet-savvy market.

In this explosive market, what does it take to increase sales, avoid abandoned carts and grow your lifetime customer value?

After four years of supporting e-commerce businesses such as Lane Crawford, Adidas and more across Asia-Pacific, here are our top tips for website marketing and more in these exciting new territories…

1. Luxury e-commerce is booming

Regarding ecommerce in southeast Asia, Sebastien Lamy of Bain & Company says, “We estimate that the digital economy is roughly $50 billion. So that’s $50 billion worth of transactions online, be it for things such as e-commerce, ride hailing or transportation, travel. There are also things such as mobile gaming, or PC gaming.”

Travel and tourism dominate digital spending in southeast Asia, and we don’t see this vertical losing dominance anytime soon. Hotels, tickets, and airline seats are easy to buy online, and customers in the market are increasingly accustomed to doing so. And B2C and B2B2C will likely remain a strong second.

Right now, the growth in e-commerce demand for smartphones, beauty products, personal care and fashion is gaining momentum. We see these verticals as the ones that will make strong gains going forward, especially since the legitimate market is doing better about keeping out the gray market (counterfeiters).

 

Zerrin.com e-commerce site

Beauty sites, such as Zerrin.com, dominate the Singaporean e-commerce landscape

2. The app opportunity

Unsurprisingly, mobile marketing in Asia is uninterrupted in its rapid growth. In fact, a recent report from GSMA says, “Asia Pacific has been the biggest contributor to global subscriber growth in recent years and still has room for growth.”

It follows that like online shoppers around the world, shoppers in Singapore and other ASEAN countries have incorporated mobile devices into their buying patterns. Conversion rate marketing for these mobile users means making mobile and desktop work seamlessly together, improving the mobile experience through AMPs, and make sure your e-commerce site is mobile responsive.

However, don’t think that just having a mobile-responsive site is going to be enough to give you the e-commerce conversion rate of your dreams. Unlike many European markets, the native app opportunity in Singapore is worth serious consideration.

Ecommerce Quarterly offers these stats on mobile shopping in Asia:

  • Apps account for 66% of mobile sales for retailers present on mobile web and shopping apps.
  • Conversion rates on shopping apps (19%) are more than six times higher than on mobile web (3%) and almost five times higher than desktop (4%).
  • Across APAC, health & beauty make up 51% of sales on mobile, with fashion & luxury and computing & electronics coming in at only 40% each.

Right now, shopping apps account for two-thirds of mobile sales and 50% of overall transactions. This is comparable to the situation in the US but a completely different ballgame to Europe (where mobile apps drive only around a quarter of transactions for the retailers who have them).

The learning? If you’re serious about e-commerce in Singapore, investing in a shopping app is worth serious consideration. It’s a great way to drive customer lifetime value, particularly when paired with a loyalty rewards program and strong customer support.

Innovation in this area shows it’s an exciting space to be: .

3. Be ready to adapt your payment options

Core to a strong e-commerce conversion rate is having the right payment options.

For Singapore and other ASEAN markets, payment trends vary widely by country, depending up on the penetration level of credit cards. In a mature e-commerce market like Singapore, customers use credit cards, and merchants rely on the security and aid of portals such as PayPal, eNets, or BrainTree. For emerging markets like Vietnam and Thailand, locally-oriented payment methods such as cash-on-delivery still dominate.

BlackBerry Messenger was widely used in Indonesia

BlackBerry’s extraordinary popularity in Indonesia meant that e-commerce payments via BBM have also been an option for consumers

We believe – and futurists back us up on this – that a mobile-first culture will result in an e-commerce industry that relies on digital wallets. Thailand Post is already launching a digital wallet with its partner, 2C2P, and so is Singapore’s Carousell.

The bottom line – if your sales are in Singapore, you can rely on conventional e-commerce payment gateways. However, if you’re setting your sights on customers in other ASEAN markets, be ready to diversify your options quickly.

 

4. Account for differences within ASEAN Markets

Despite the energetic pace with which the entire ASEAN marketplace has raced into e-commerce, deep cultural and economic divides between countries mean the ASEAN markets do not operate as a giant, homogenous whole.

  • Myanmar, which is just emerging from decades of isolation, operates very differently from a brick-and-mortar retail capital such as Manila.
  • Meanwhile, Thai consumers as a whole adore social media and will hardly make a purchase unless they’ve interacted with the brand on a social media platform.
  • Malaysians have been fast to adopt mobile pay, while cash rules in the Philippines.

The upshot: A one-size-fits-all approach to customer journey optimization will not work across the ASEAN markets. 

The sheer diversity of a) opportunity and b) consumer behaviour means that there’s really no such thing as a definite set of tips for e-commerce in ASEAN – you need to approach each market on its own and evaluate whether it’s the right fit for your efforts.

 

No matter where we are in the world, we’re always helping e-commerce businesses optimize the customer journey across multiple channels – if you’re interested in learning more about how to adapt your site for ASEAN markets and beyond, book a free consultation with one of our experts. Even better, if you’re attending FUTR Asia Summit 2018, come and find us at stand B10 and check out our talk at 3:10 p.m on Day 2 on the Innovation Stage. 

7 effective ways to counter cart abandonment

  |   By  |  0 Comments

You’ve lured traffic to your website. Now what? 

You’ve built up trust with your shoppers until they’re ready to start checking out your products in detail; these visitors add items to their carts and are ready to place an order.

Suddenly, they stop, exit your site and never come back.

This scenario is known as cart abandonment, and it’s one of the most common problems e-commerce brands face today. According to Baymard there’s an average cart abandonment rate of 69.23% across all industries.

Imagine, if you were able to encourage even half of those would-be customers to get through the checkout, you’d practically double your customer base. Clearly, cart abandonment is a problem worth fixing. Your customer’s onsite experience should be the priority when devising your checkout process.

Let’s explore seven effective strategies you can implement to convert more abandoning visitors into converted customers.

1. Shorten the process

The shorter and easier your process is to complete, the higher the likelihood of someone completing it. Your shoppers are busy; they want to come onsite, find what they need and get out as quickly as possible. If your checkout process is complicated and takes too long, customers will often decide that it’s simply not worth the effort and abandon before you can convince them otherwise.

Always shorten the purchase process as much as possible. If you have to, consolidate multiple steps into a single page to save time.

2. Permit guest purchases

Your customers don’t want to spend additional time signing up for an account with your brand, especially for one-off purchases – they expect a simple and easy onsite journey to checkout.

Creating a ‘guest checkout’ option is a great way to do this – it takes out the feeling of commitment from the purchase process, encouraging more customers through the process. 

Guest checkout examples

3. Reduce shipping costs

There’s something about online shopping that makes us wince at shipping costs – we’ve all seen the memes. We have no problem dropping a couple hundred bucks on the latest piece of technology, but as soon as we see the shipping fee, we begin questioning the purchase.

This is something e-commerce giants like Amazon understand. Knowing that no-one likes paying shipping costs or being surprised with the cost at checkout, they’re upfront with the additional costs and offer free shipping at certain price thresholds:

Shipping costs Amazon Alexa

You can do the same. If the size of your brand makes free shipping unfeasible, try to reduce shipping costs to no more than just a few dollars or be very transparent with additional costs before the checkout process begins.

4. Allow multiple payment options

One of the biggest reasons for cart abandonment is payment options. Not everyone wants to pay via card; many of your customers would prefer options like PayPal (often the case if you’re selling cross-border). A comScore study confirms this: 56% of shoppers say that they want to see a variety of payment options on the checkout page.

If you’re not already accepting a variety of payment options on your website, you’re missing out on a significant portion of would-be customers who want to purchase your products but aren’t able to.

5. Add trust symbols

Trust symbols are icons and logos that verify the security of your website. These symbols build your brand’s credibility and help remove any buyer inhibitions questioning the safety of placing an order with your brand. For instance, if your e-store’s PayPal account is verified, have a sticker that says so.

 

As online shopping becomes more commonplace, so do the anxieties that come with spending money on the internet. With over 30% of customers ‘uncomfortable’ with sharing their details online, sharing trust symbols works to ease the customer worries about where their information, and money, is going.

6. Offer a guarantee

Another great way to bring peace of mind to your shoppers is to offer a money-back guarantee or a return policy. Although guarantees may be abused by a very small percentage of shoppers, the value of the additional customers you gain from creating the guarantee, and encouraging customer loyalty and brand trust, should far outweigh the losses you see from exploitative customers.

Some brands even offer a ‘full-satisfaction-or-else’ guarantee, but not all e-commerce companies may be able to afford that kind of cost. As long as you have some form of guarantee or returns policy in place, you’ll get more shoppers finishing purchases having that assurance in mind.

7. Leverage exit-intent technology

One of the most effective ways to deal with cart abandonment is to leverage the power of exit-intent through onsite remarketing. This technology (such as the Yieldify Conversion Platform) tracks the website visitor’s cursor and triggers an overlay when the mouse moves over the search bar.

These campaigns present a way for you to re-engage with shoppers at the most crucial time – just before they abandon site.

 

By offering an incentive, such as a discount or subscription opportunity, you can win back those shoppers on the verge of leaving. 

Wrapping up

There’s no doubt that cart abandonment is a dilemma faced by the entire e-commerce industry. But with focus placed on the customer journey and the potential deterrents to that much-needed conversion, you can apply changes to your current strategy that offer ease, simplicity and relevance to the customer.

By following the seven steps detailed above, you can work to create a clearer checkout process and minimise basket abandonment on your site.

 

About the author

Ryan Gould is the Vice President of Strategy and Marketing Services at B2B marketing agency, Elevation Marketing. He helps medium-sized to large brands improve sales and market share by developing integrated marketing experiences distinguished by research, storytelling, engagement and conversion. Find him on LinkedIn, Twitter and Facebook.

 

The 2018 e-commerce marketing calendar

  |   By  |  0 Comments

Need the definitive dates for e-commerce marketing in 2018? You’re in luck…

In e-commerce as in life, timing is everything. Knowing the important dates in the e-commerce calendar can make all the difference between success and failure.

As the e-commerce market grows to an expected $2.86 trillion in 2018 and cross-border selling becomes a key area of growth alongside trends such as machine learning, chatbots and personalisation, it’s time to get to grips with your key marketing dates.

Thankfully, there’s a handy little tool that can do that for you – the Yieldify E-commerce Marketing Calendar 2018.

It’s a free tool that includes not just the key global events and holidays for you to keep in mind, but also handy prompts for when you should start your planning for key milestones such as Black Friday and Easter.

You can keep it on your desktop or print a version for the wall – click below to download the calendar for free…and have a great 2018!

Our campaigns of the month: November 2017

  |   By  |  0 Comments

Want to see how to generate leads and highlight USPs during Black Friday and Cyber Monday? Take a look at our favourite client work this month!

 

How British Ceramic Tile improved its customer journey during Black Friday

British Ceramic Tile, the largest manufacturer of its kind in the UK, wanted to improve the customer onsite journey during the Black Friday rush of Nov 24th.

With Black Friday enthusiasm being more of a challenge in the Europe, BCT used this opportunity to highlight its current discount to abandoning visitors whilst creating excitement using a countdown clock.

In this campaign, BCT highlighted its USP of ‘up to 70% off’ in an overlay to customers who had come in search of Black Friday deals but were abandoning site. The eye-catching design had a clear call-to-action which took customers to a specific landing page with discounted items.

How ECCO UK used countdown timers to encourage spend during the ‘Cyber Weekend’

With site traffic remaining above average during Cyber Monday, there’s still an opportunity to encourage spend and increase conversions. With the Yieldify Conversion Platform, ECCO UK was able to encourage spend with its customers still browsing for discounts after Black Friday.

Featuring a countdown clock and triggering when a customer abandoned site or had been inactive for over 20 seconds, this bespoke campaign created a sense of urgency by showing in real-time how many days, minutes and seconds were left of the Cyber Weekend before the deals on offer would no longer be available.

Webinar: E-commerce in 2018 (8 trends to watch)

  |   By  |  0 Comments

What does your site need to be ready for in 2018?

The world of e-commerce moves fast – and 2017 has seen everything from ‘pay later’ options to the boom in social commerce and explosive adoption in new markets.

So how do you get the jump on what’s coming up in 2018? Sign up for this masterclass. 

Join Yieldify’s VP Services Mark Ash as we take a trip forward in time to learn what’s on the horizon for e-commerce in 2018. You’ll learn:

  • where to invest if you’re looking for growth
  • how customer service will evolve in 2018
  • which type of content you can’t afford to miss out on

Fill in the form below to save your spot

(Don’t worry if you can’t make the date – we’ll send the full recording to everyone who registers)

Campaigns of the Month: October

  |   By  |  0 Comments

Want to know which creatives increase conversions or how to make customers aware of your latest seasonal products? Check out our favourite client work this month!

 

How Fyndiq shaped customer journeys to increase awareness of its seasonal range

Swedish online marketplace Fyndiq wanted to increase awareness of its seasonal products. Its campaign, which triggered on exit, encouraged customers towards its Hallowe’en items and led to a page displaying the stock available.

With the seasonal period being an important time for increasing sales, Fyndiq ran the campaign throughout the month of October to increase awareness for those who were making preparations at the start of the month to those making last-minute purchases nearer the end.

 

How Treatwell increased lead generation by using animation to highlight USP messages

One key objective for beauty and wellness booking site Treatwell is lead generation, supporting its sophisticated email marketing programmes in encouraging subscribers to return and book treatments.

The team wanted to test whether the introduction of an animated creative in its overlays would increase engagement in comparison to a static overlay displaying the same message. This overlay, which triggered after 10 seconds of inactivity, encouraged first-time customers to sign up to the Treatwell newsletter.