Posts by: lana

After GDPR: replenish your email database with Yieldify

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If you (somehow) weren’t aware, GDPR comes into force today. This news will likely create mixed feelings: on the one hand, you’ll be breathing a sigh of relief after months (or a few manic weeks) of reviewing and updating your approach to customer data. On the other, you’ll be wondering what’s going to happen now. Were the steps you took enough? What will be the impact of the changes you’ve made on your next campaign?

To prep for GDPR, you’ll have likely purged your email subscriber records, deleting contacts that hadn’t clearly opted-in or didn’t meet the criteria for legitimate interest. Fewer contact records mean your campaigns are going to reach fewer people – and that may hinder your ability to impact the bottom line. Considering that email generates the highest ROI for marketers with $38 for every $1 spend, that’s actually a pretty big problem.

It isn’t all bad of course: while in the near-term your emails are going to hit fewer inboxes, your pre-GDPR clean-up means your list is full of users that actually want to receive them. That indicates a higher intent to purchase, so what you’ve lost on volume, you stand to gain on conversion rate.

But what are you going to do to increase your subscriber list and maintain that quality combination of consent and high intent to purchase? The answer: create opportunities to opt-in throughout the customer journey.

GDPR opt-in checkbox campaign example 1

 Your website: the perfect place to opt-in

A well-timed incentive targeted to the right customer at the right moment can be just what it takes to turn a casual website browser into an opted-in subscriber. Yieldify’s expert team can identify the best opportunities within your website customer journey and put in place experiences that capture email addresses with express opt-in.

 

GDPR opt-in checkbox campaign example 2

 

Tools to help you show consent

Transparency is at the heart of GDPR. If you’re going to contact customers, you’re going to need to prove a ‘lawful basis on processing’. The Yieldify Conversion Platform can help you capture consent by letting you include an opt-in checkbox in any campaign.

When you export customer data, every opted-in user will be marked as ‘true’, giving you a record of every customer that demonstrated consent. You can also customise text next to the checkbox to link out to your privacy policy or provide other relevant information. Read more about what Yieldify has done in advance of the GDPR here.

Replenish your email database – and drive conversions

Yieldify campaigns can serve more than one objective: in the same interaction, you can encourage customers to opt-in to communication and give them a reasons to purchase. The Yieldify team are veterans at delivering this strategy, having helped brands like furniture retailer RUM21 double its lead database and drive a 106% increase in conversions from targeted first-time visitors or festival operator We Are FSTVL achieve an 8% increase in lead capture and 10% increase in ticket sales.

With this approach, you can give customers a reason to buy now and in the same action secure the means to grow their relationship over time.

GDPR opt-in checkbox campaign example 3 AB testing

In exchange for joining your newsletter, you might also want to A/B test offering incentives against simply highlighting your brand USPs. And if the customer doesn’t want to sign up to your marcomms, they don’t have to opt-in to receive the incentive, meaning you can still influence a conversion, but on their terms.

The e-commerce statistics report Q3 2017

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Yieldify gathered data from 400 e-commerce websites across the world in order to show you the latest industry trends in Q3 2017. Here’s what we found…

How have conversion rates changed this quarter?

Conversion rates in retail grew consistently over the summer, with travel also taking a leap towards the end of the quarter. Finance, on the other hand, saw a decline…

Conversion rates for online retail between Q2 and Q3 2017

Finance suffers the highest bounce rate

While each vertical loses half of its visitors immediately, finance websites struggle the most with getting their traffic to linger.

Bounce rate in Q3 2017

Customers researched holidays in August, but purchased in September

New visitor traffic to travel e-commerce sites peaked at 65% in August – however, conversion rates only rose from 5% to 7% in September.

This could mean customers are waiting for more affordable travel packages. Are you highlighting your best deals?

 Conversion rates from August to September 2017

The 5-minute mark

The likelihood of retail e-commerce customers converting increases up to 14% after 5 minutes. As you’d expect, the trend continues the longer a customer stays on site – does your site’s CR trend reflect this?

 

Retail e-commerce conversion rates vs time spent on site

Q3’s retail AOV grew

Average retail order value grew 9% from its level in Q2, with AOV peaking at £117.80 in August. Those summer sales were popular…

 

Q3 2017 average order value for online retail

Desktop is still king for conversions

Mobile might be the device to watch when it comes to traffic, but desktop still wins when it comes to conversion rates.

Conversion rate by device

Does your e-commerce store match up to what you see here? If not, we can help. Get in touch with us and we’ll help you turn your traffic into sales.

Better lead nurturing with ESP integrations from Yieldify

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At Yieldify, we help you build customer journeys that convert. One simple way we do this is by letting you connect Yieldify with your email technology of choice.

It’s more than likely that you have a system in place to deliver emails to customers – 82% of B2B and B2C companies rely on these tools to nurture customer relationships.

Warm leads convert better

With the Yieldify Conversion Platform, you have the tools to encourage website visitors to share their email address on your website. But once that email has been collected, it’s important you take steps to keep that visitor engaged, especially if they leave the website without making a purchase.

The moment a visitor shares their email address, that lead is warm – and cooling fast; the sooner you send them a relevant email, the better.

Simple, powerful automation

As soon as you’ve collected a customer email in a Yieldify campaign, you can automatically send that email directly into a list in your Email Service Provider. It saves you downloading leads from the Yieldify Conversion Platform only to have to re-upload them to another tool and it means there’s not a minute wasted so your customer gets a seamless brand experience from onsite to email.

Here are just some of the ESP integrations available to Yieldify customers:

We’re adding more ESP integrations all the time – if you’re interested in a integration not listed above, please get in touch.

Introducing the Yieldify Holiday Season Checklist 2017

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Get your free guide to making the busiest time in the e-commerce calendar your most successful yet

Halloween. Black Friday. Cyber Monday. Bounceback Tuesday. Throwback Thursday. Super Saturday. Free Shipping Day.

Q4 in e-commerce means you’ve got your work cut out for you.

It’s a make-or-break season for the retailer and with that comes an ever-growing calendar of key shopping days and events that seems to change rapidly from year-to-year.

Help is at hand.

We crunched the numbers (thousands of them) in order to draw out some data-driven tactics to make your holiday season its best yet, and have whipped up a simple (and rather pretty) planning checklist that will keep your Q4 on the straight and narrow until 2018 rolls around. It’s yours to download for free here.

Of course, these aren’t just cut-and-paste ‘tips and tricks’, but real insights backed up by patterns on e-commerce websites around the world. So grab your copy today and find out: when your Black Friday traffic should start arriving (hint: it’s not Black Friday), what’s so special about December 21st and when you can go to bed on Black Friday.
Prefer your tips in video form? Not a problem – check out our Black Friday masterclass with Conversant, which draws on the same data to call out five key secrets to making the start of Q4 go off with a bang:

Need some more help getting Q4-ready?

Fair enough – every site’s a little different.
Yieldify offers free Customer Journey Optimisation (CJO) consultations – simply sign up here to learn how to get the best holiday season your website has ever seen.

Our campaigns of the month: September 2017

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Want to improve your customer’s journey online? Increase AOV? Find out how in our favourite client work this month!

How HEWI shared its favourite products with customers

HEWI (Hardly Ever Worn It) is changing the way shoppers find pre-loved luxury fashion – selling globally-coveted items without the hefty price tag.

Encouraging luxury online shopping can be a challenge as the in-store experience is a large part of the appeal, so the brand engaged all its visitors with an overlay triggered on timer. This campaign, which appears whilst the customer would be scrolling through the site, highlighted HEWI’s ‘favourite’ items of the month.

Using this notification, HEWI shows to both new and returning customers an ever-growing roster of affordable luxury items available on its site. Noting only a select number of items creates an air of exclusivity as all products on the site cannot be restocked once they are bought.

How Soak personalised the customer experience and increased AOV

Soak, the online bathroom retailer, wanted to encourage customers to increase average spend on its site. With the Yieldify Conversion Platform, Soak was able to increase engagement with its customers and personalise online experiences using the Dynamic Promotions feature.

Personalising experiences to suit customers and their specific actions is a great way to achieve conversions, so the brand served an overlay notifying customers how much more they needed to spend to receive free delivery. This campaign – triggering once an item has been added to basket – adjusted the balance to suit the customer’s specific basket value.

The best HTML Articles are availalbe on our website in many categories: HTML, CSS, jQuery and free online tools. Browse our articles to learn web content composing!

Our campaigns of the month: September 2017

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Want to improve your customer’s journey online? Increase AOV? Find out how in our favourite client work this month!

How HEWI shared its favourite products with customers

HEWI (Hardly Ever Worn It) is changing the way shoppers find pre-loved luxury fashion – selling globally-coveted items without the hefty price tag.

Encouraging luxury online shopping can be a challenge as the in-store experience is a large part of the appeal, so the brand engaged all its visitors with an overlay triggered on timer. This campaign, which appears whilst the customer would be scrolling through the site, highlighted HEWI’s ‘favourite’ items of the month.

Using this notification, HEWI shows to both new and returning customers an ever-growing roster of affordable luxury items available on its site. Noting only a select number of items creates an air of exclusivity as all products on the site cannot be restocked once they are bought.

How Soak personalised the customer experience and increased AOV

Soak, the online bathroom retailer, wanted to encourage customers to increase average spend on its site. With the Yieldify Conversion Platform, Soak was able to increase engagement with its customers and personalise online experiences using the Dynamic Promotions feature.

Personalising experiences to suit customers and their specific actions is a great way to achieve conversions, so the brand served an overlay notifying customers how much more they needed to spend to receive free delivery. This campaign – triggering once an item has been added to basket – adjusted the balance to suit the customer’s specific basket value.

We’re a finalist for the Amazon Growing Business Awards 2017!

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Yieldify has made the final cut at the UK’s most established and respected entrepreneurial awards

Here at Yieldify, it’s not just our co-founders who are entrepreneurial – everyone in our team is here because they have the drive and determination to ‘make it happen’ (incidentally, that’s one of our company values).

So it’s an honour to learn that we’re a finalist for The Amazon Web Services Digital Business of the Year at this year’s Amazon Growing Business Awards, a programme that recognises the best in British entrepreneurial success.

The awards programme, which is also supported by the CBI, has previously honoured the likes of Blippar and Zoopla and hosts a judging panel which includes big hitters from across industry, media and investment.

We’re excited and honoured to be included in this year’s fantastic cohort and look forward to hearing the winners announced at the end of November!

This nomination follows hot on the heels of our inclusion in the Sunday Times Tech Track 100 and our shortlisting for the upcoming Retail Systems Awards – watch this space for more!

Yieldify ranks 23rd in the Sunday Times Tech Track 100

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We’ve made our debut appearance in the definitive ranking of Britain’s fastest-growing private tech businesses.

We’re delighted to have made our first appearance in the 2017 Sunday Times Hiscox Tech Track 100 – and we’ve landed within the top 25! The highest-ranking marketing technology company in this year’s league table, we’ve come in at 23rd place, thanks to our 125% growth rate.

The league table ranks Britain’s 100 private tech (TMT) companies with the fastest-growing sales over their latest three years and has continually been a bellwether for the next big successes in UK tech. Alumni include success stories such as KingJust Eat and Zoopla among hundreds of companies who have gone on to IPO and beyond. We’re delighted to be in great company in this year’s report, alongside exciting tech companies such as Wonderbly and Darktrace.

You can check out the full league table here along with profiles of all the winners – and check out the full research report, which makes for fascinating reading about the defining characteristics of 2017’s cohort.

Yieldify is Shortlisted for a Retail Systems Award!

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The Yieldify Conversion Platform is in the running for ‘Online Solution of the Year’ at October’s ceremony.

We’re very excited to announce that the Yieldify Conversion Platform has been shortlisted at the Retail Systems Awards.

The platform is a finalist in the ‘Online Solution of the Year’ category, which highlights the solutions that enable customers to get the most out of their online shopping or engagement experience with a retailer. Check out our appearance alongside the other nominees here.

It’s an exciting time for the platform to be recognised as we continue to roll out new features, such as Dynamic Social Proof and A/B testing. Having also recently celebrated delivering our 10 billionth interaction, we’re proud to see new recognition for the platform from the industry community (though recognition from our customers is still our favourite).

The Retail Systems Awards have been running for 12 years, recognising technology excellence and innovation within the retail sector. Winning entries come from retailers and technology suppliers who are leading the way in areas such as mobile, online, payments, loyalty and personalisation.

This year’s winners will be announced at a ceremony on the 19th of October in London – wish us luck!

Yieldify’s top 10 e-commerce tips (from 10 billion interactions)

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We’ve now delivered over 10 billion interactions – clicks, sales and much more – with shoppers all over the world. Here are the top 10 e-commerce tips we’ve developed from all that data.

When Yieldify first took shape in 2013, little did we know that four short years later we would have delivered over 10 billion interactions on websites across the world.

Those clicks, sales, leads and much more have given us a pool of data and a wealth of experience that all add up to one thing: great insight into e-commerce strategies that convert.

So we thought that the occasion of reaching this milestone should be a point at which we share the wealth. Based on that data and experience, here are our top ten e-commerce tips – enjoy!

1. Focus as much on new customers as potential customers

Most businesses focus much of their e-commerce strategies on converting new visitors – but did you know that for a conventional retailer, less than 0.00003% of visitors become a regular customer?

There is a huge, often neglected, opportunity here. Work on getting your new customers to become loyal customers, finding out what it takes to get them to make that crucial second purchase and continue their journey with you.

2. Don’t expect discounts to drive loyalty

Offering discounts is the ultimate ‘quick-win’ e-commerce tip if you can afford to take the hit on your margins. But the thing to remember is that while discounting can significantly increase the number of visitors purchasing for the first time, it’s not always the best strategy for driving lifetime value.

Why? The customer that’s more motivated by discounting is likely less engaged with your brand, less aware of your differentiators and less interested in the great service you provide – their focus is on the price tag. With that in mind, it’s hardly surprising that the customer enticed through the door by the discount isn’t necessarily going to keep coming back if you can’t keep offering them price incentives.

Across the lifecycle, having the right message is just as important, if not more so, than your discount. We saw this in a test with Steiner Sports, where we split-tested two incentives: 20% off and 15% off. The winning variant was actually the one with 15% off – but we had added dynamic content that showed the visitor the last product they had browsed, making the message more personal even though the discount was smaller.

3. Get ahead of exit intent 

Using exit intent technology to catch your visitor at the point of exit with a compelling message is a powerful tool.

However, your chances of driving conversion double if instead of launching a message when your customer goes to exit, you make an intervention that makes their journey more relevant and seamless before they show exit intent.

Of course, this is a little bit more complex and requires more commitment to testing – but the results are likely to be worth the effort.

4. Email remarketing is essential

There’s always going to be a significant proportion of your visitors who just aren’t ready to buy: this segment gets bigger if your products are high-value or if you’re in a market where comparison sites can lead browsers into long decision-making processes.

The best of our e-commerce tips for this is email remarketing – following up on your abandoning visitors with reasons for them to return can increase their likelihood to purchase by up to 5%, according to our data.

5. Focus on your core

Do for your website as you would do at the gym – if you don’t work on your core, then you’ll never get your best possible result. In e-commerce, getting your core customer journeys right provides a much larger return on investment than tactical campaigns. After all, a 5% increase in overall performance is much more valuable than the same increase for a tactical campaign.

The proof is in the numbers – we regularly see core campaigns accounting for over three-quarters of all the site-wide conversion uplift driven by onsite remarketing.

6. Don’t ask for a lead too quickly

Asking a brand new visitor to your site for their email address within seconds of arrival might be like asking someone for their number immediately after saying ‘hi’. At best, it’s less likely to be successful – at worst, it comes across as aggressive and off-putting.

The key is to wait until your new visitor has had time to engage with your site and understand what it’s about; you’ll then have a much better likelihood of being able to capture their details if you ask them once they’re in a place to make a more informed decision. This way, you can easily double your lead conversation rates (based on our calculations) compared to if you asked visitors on entry to your site.

7. Align your test length with your purchase cycle

Core campaign testing length should be aligned to your customer purchase cycle for best results. If your customers typically purchase in six-week cycles, then make sure that your test runs for at least six weeks – any shorter and you’ll likely to skew your results.

8. Message and timing beat creative

It’s a staple of A/B testing that encourages you to test whether the photo of the Golden Retriever or the Labrador sells insurance better. Of course, the creative for your campaigns merits careful consideration and testing – but we find the results to be quite marginal.

Our data shows that in order to make a real impact on conversion, your tests should focus on the message you show and the timing at which you show it.

9. Never assume that your message gets read

Don’t assume that your finely-crafted USP messages, such as free delivery, returns or trust signals, are being read by visitors. If you want them to get seen, you’ll need to put the appropriate ones right under their noses.

Our tests show that if you highlight these messages on an overlay campaign at the right time, you can increase conversions by up to 31% for those visitors exiting pre-checkout. Check out how luxury brand Harrys of London highlighted their USP messages to encourage their customers to convert:

10. Know when to be aggressive

Our data shows that conversion rates can be improved by 4x when messages are shown later in the user journey.

As a general rule, knowing when to be aggressive with messages – and when to hold back – is important for generating the best conversion improvement. If you know that your visitors require a few sessions before deciding to purchase, then showing important messages on the first session may be less effective – they’ll simply forget and your important differentiator will gather dust.

How many of these e-commerce strategies do you have running on your site?

We can help you get them up and running – our team are experts at understanding visitor behaviour data and using it to create strategies that increase your conversions. Get in touch and we’ll show you how we can help.

Get results with easy A/B testing for the Yieldify Conversion Platform

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A/B testing is now available for the Yieldify Conversion Platform. With it, you can now perform smart experiments on any campaign to optimise performance and ensure you get results that count.

Get results and optimised performance with easy A/B tests

Triggered onsite overlays and notifications are great for getting content that converts in front of the right visitors at the right time.

But no matter how enticing you think your targeted content might be, you’ll never know for sure if it’s the best it can be unless you test it. If you can learn what resonates the most with your customers, you’ll increase conversions.

Discover what resonates the most with your customers

We’ve been extolling the benefits of A/B testing at Yieldify for a while – it’s a core digital marketing practice, no matter the channel where you’re conducting activity. A/B testing helps you get the best out of your marketing campaigns – and arms you with data to back up your decisions.

Lots of marketers don’t run rigorous tests – don’t be them

If you’re running a test, that’s a great start. But, as MarketingSherpa found, 40% of marketers surveyed don’t calculate statistical significance when running experiments.

Test results are only actionable if you can have confidence in your dataset. With the Yieldify Conversion Platform, we’ll show you when your test reaches significance, so you can review performance at a glance to see which variant is the winner and be confident in the result.

Find winning combos of brand messages and imagery

More than 50% percent of the surface of the brain is devoted to processing visual information, so an image really can speak more than a thousand words. Test different key product images and find out which ones are more likely to tip the needle towards a purchase decision.

Yieldify Conversion Platform A/B testing

Discover your best incentives

What works best: 10% off £5 off? Free Delivery or Free Returns? Or is the difference negligible?

Yieldify Conversion Platform A/B testing

You might, for example, discover that bigger discounts make a negligible impact on your onsite conversion rate – that means you can be more selective with the discounts and save a fortune in margins without risking damage to your customer’s intent to purchase.

Test ‘dynamic’ against ‘static’ content

With the platform, you can trigger messages that can dynamically change to show promotions that encourage a higher order value or social proof that instills urgency and FOMO to drive sales. While these are great ways to deliver engaging content, there is no one-size fits-all – so test them!

Yieldify Conversion Platform A/B testing Perhaps your customers are more inclined to respond to a TrustPilot review over an indicator of how many other visitors are also interested in the product they are viewing? You can easily find out which type of social proof converts best by running them against each other in an A/B test to see which is the top performer.

A/B test campaigns on any device – using any format

You can A/B test your campaigns on desktop, tablet and mobile devices – and run them on overlays, double overlays, notifications and double notifications – it’s totally up to you.

Not a Yieldify Conversion Platform user yet? Find out more here or request a free consultation.

Brand trust: how to gain your customer’s confidence online

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How do you grow brand trust online? Keep it honest, keep it consistent and keep it service-orientated.

Without trust, your e-commerce store won’t survive. 

If customers don’t believe your brand messages, product capabilities or in the service you provide, then it’s safe to say your days are numbered. Trust isn’t something that can be earned overnight – nor is it something you’re entitled to – and in the world of e-commerce there are elements that impact a customer’s level of trust without them consciously realising.

But fear not. There are simple steps that you can take to better build brand trust and stand out against against your competitors.

We’ll break them out into three core concepts: transparency, consistency and service. If you can put these into practice, you’ll be best placed to build meaningful long-term relationships with your customers. Let’s take a look at how you can work with them in more detail below:

1. Transparency

Your e-commerce visitor has access to huge amounts of information about your brand – some of that comes from you, but increasing amounts come from third parties. With 72% of customers stating that positive reviews make them trust a brand more, it’s essential that a brand shares as much about itself and its products as possible and uses transparency as an opportunity to gain trust amongst prospective customers.

Be clear on your services; be honest about what you can and can’t do

With only 3% of customers viewing big brands as ‘honest and transparent’, having clearly defined products and services is vital to the trust associated with your brand. Although great branding will briefly grab the attention of potential customers, if it isn’t clear what you provide (or don’t provide) very few customers will investigate further or will find themselves unable to distinguish your worth. Be honest about your product capabilities and be clear with how they will benefit your customer.

Social proof is paramount 

61% of customers read reviews before making a purchase, meaning they’ll already have some insight on your product from previous customers. It’s therefore rare for a customer to buy, book or reserve online without doing their research first. This means that whether you’re adding badges from review platforms like Trustpilot or Feefo, or including testimonials from happy customers, you need to use social proof to show your customer that others have bought into what you’re selling.

Referral marketing is your customer’s best friend…and yours

As noted, over half of online shopping customers read reviews, but 92% of customers listen to the compliments or criticism of a friend or family member. This means every customer you interact with has the potential to advise their networks directly on whether you’re a trustworthy brand.

Brands like Uber and Misguided encourage customers to share with peers, usually alongside an incentive which coupled with the peer review, boosts both trust in the brand and the likelihood of a return customer as well as a new one.

Misguided

Allowing negative (as well as positive) reviews on your products and services

Asking customers for feedback is a important way to build trust. But in inviting feedback on your site, it’s important to accept that negative reviews might also been seen by prospective customers.

This is actually an opportunity to build trust – how you handle those reviews helps a visitor see how seriously you take feedback and how much you value your customers. Responding to unhappy customers highlights the effort being taken to make things right; much like United Airlines did following weeks of bad press.

Only upsell in the customer’s best interest

Does your product have additional features? Make sure that when upselling existing items, it’s to your customer’s benefit. Ensure the latest add-ons are relevant, helpful and clear about how they will add to the experience of the existing item. Upselling a product that is not useful is a quick way to damage brand trust, and you can bet that an unhappy customer will take to your reviews board to let others know about their dissatisfaction.

2. Consistency

Consistency makes a business put its money where its mouth is. Sales, marketing and branding being aligned and all members of staff staying on-message helps ensure that the message received by customers is consistent, no matter which team member they speak to. Not only does this look great for your brand, but it increases your customer’s trust in you.

Make and keep promises

Broken promises are one of the quickest ways to undermine your customer’s goodwill and damage their trust in you. Your ability to provide a reliable service and fulfil brand promises can increase customer satisfaction by up to 20%.

Ensure you’re consistent across all touchpoints 

It’s important to have a clear understanding of your customer and how to effectively communicate with them across the whole of the customer journey. Are you consistent across all channels? Is the branding on desktop, tablet and mobile aligned? Ensure that you have clearly signposted policies, follow-up communications with your customer after purchases, fast responses to queries and a readiness to accept responsibility.

Consistent quality

Typos, inconsistent messaging and out-of-date content will create an air of sloppiness. This does not go unnoticed by by customers – in fact, 76% of them have noted it affects their trust in a brand and 94% are unlikely to complete purchase.

3. Service 

Earning customer trust goes hand-in-hand with great service; customers will remember how you made them feel. Exceptional customer service continues to set brands apart from their competitors, with 63% of positive feedback relating to staff and less than 9% regarding products.

Learn from top performers

Brands like Virgin, Amazon and Disney all have a service reputation that proceeds them – and you can learn from them. For example, after researching what made for a positive service experience, Virgin rewrote its service processes, increasing customer trust and satisfaction by an additional 30%.

Your customer’s time matters

Highlighting that you can be trusted to operate within noted timescales shows your brand can be relied upon. Customers are less likely to trust in your brand and believe that their query is important to you if they think they’ll have to wait to get your attention when they need it.

Add a personal touch

Personalisation builds trust. Customers who see you have an interest in them and their habits, such as the Natwest banking app which welcomes customers by name and remembers transaction habits, increases interaction and shows customers how much you value them as individuals. And with little to no additional extra cost, customers will trust you and likely share this with peers, increasing both your loyalty and prospective customers.

Natwest banking

Let’s recap.

The key to brand trust is to constantly keep the customer in mind. Remain transparent, be consistent and show that you respect your customer by delivering a timely and personal service experience, and you’ll be on your way to earning their trust.

The Rubik’s Cube seems to be an impossible puzzle but it’s easy to solve it using algorithms.

The E-Commerce Statistics Report Q2 2017

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Looking for the latest e-commerce news and insights? Look no further – we’ve drawn the latest facts from hundreds of websites into a infographic packed with the latest ecommerce stats.

Here at Yieldify, we’re crunching e-commerce statistics daily. So we decided to do it on a macro level and find out what our data could tell us about the e-commerce industry as a whole.

What we found were insights into different devices, visitor types, time trends and much more – check out the infographic below and see if the numbers reflect what you’re seeing on your own store.

In three months’ time we’ll be crunching the numbers again to see how Q3 compares – come back to see whether the summer season impacts retail sales and whether Q4 really starts in Q3…

e-commerce statistics in Q2 2017 infographic

Do you find it easy to turn your website data into actionable plans?

If not, fear not – our team are experts at understanding visitor behaviour data and using it to create strategies that increase your conversions. Get in touch and we’ll show you how we can help.

Our campaigns of the month: July 2017

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Want to know how to create great campaigns for capturing email leads or highlighting first purchase incentives? Look no further than some of our favourite client campaigns this month!

Capturing email leads and encouraging loyalty with Time for Paws

Pet food and accessories specialists Time for Paws was looking to capture more email leads and encourage a return to its site – especially for new visitors who were exiting. We designed a single overlay campaign featuring a gif.

The dynamic nature of the campaign added to the bespoke feel which highlighted to visitors an opportunity to take advantage of a special offer; the incentive was further strengthened by the Trustpilot score notification on the site.

First purchase incentive and minimising abandonment with Vapor Depot

Vape vendor Vapor Depot continues to expand its products to cater to the changing attitudes and habits towards vaping. Using a double overlay to target abandoning first-time visitors, the brand’s captivating imagery and purchase incentive of 10% off worked to capture email leads and encourage purchases.

The highlighted rewards programme notification on the site also encouraged returning visitors to continue purchasing with the brand for their vape needs and be rewarded with points and discounts on future items.

Like what you see here? Visit our Resources page to read more case studies and e-books that showcase more of our client work.

Introducing Dynamic Social Proof: the easy way to use FOMO to increase conversions

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Introducing Dynamic Social Proof – triggered onsite messages that use live website traffic data to show the number of other shoppers viewing products in real time.

A key reason that we buy comes down to how popular we think a product is. We’re magnetised to the hottest trend, the latest release, the new game in town.

The thing is, it’s often the case that customers browsing your site have little to no idea which products are popular with other shoppers – and that’s a problem because knowing what’s hot and what’s not can influence purchase decisions. Seeing that a product is popular increases feelings of urgency and FOMO (‘fear of missing out’) – both of which are compelling triggers according to behavioural psychologists.

 

With new Dynamic Social Proof for the Yieldify Conversion Platform, you can give your visitors a live insight into what other shoppers are showing interest in.

And what’s more, the message you display can dynamically change in real time based on how many visitors have been browsing that particular item.

Already used to great success by early adopters Kickers and Butterfly Twists (click the brand name to read their success stories in full), Dynamic Social Proof is now available to all users of the Yieldify Conversion Platform.

Dynamic Social Proof from Yieldify

FOMO boosts conversions

One of the most powerful marketing tactics you can use is social proof – the proven notion in behavioural psychology that we look to what others are doing to help us in our decision-making.

There are many effective ways you can leverage this to improve the your e-commerce performance, but a key one is FOMO. You’ve probably heard this used in reference to Millennials, and with good reason; FOMO has caused 68% of millennials to make a purchase. The more popular a product feels, the stronger the sense of urgency a customer will feel to have it for fear that they’ll be missing out if they don’t.

 

A shopping experience that converts

Using Dynamic Social Proof, you can create FOMO in your customers by showing them which products are popular in any given moment, motivating a purchase decision there and then. Using a well-timed notification, you can show them how many other shoppers are viewing the same item – and that can make the difference between them ‘adding to-basket’ or closing a tab.

Dynamic Social Proof on a notification

Dynamic Social Proof campaigns are easy to create on the Yieldify Conversion Platform, requiring no coding or additional integrations. All you need to do is log in to the platform, choose the Dynamic Social Proof campaign type, design the format, set the targeting and send it live. For a set up walkthrough, visit our knowledge base.

Social Proof build on the Yieldify Conversion Platform

Watch it in action

Check out this video to find out more about Dynamic Social Proof, the problem it helps you solve and how you can use it to bring your e-commerce store to life with a shopping experience that converts:

Try it for yourself!

Want to find out more about Dynamic Social Proof and the Yieldify Conversion Platform? Check out the feature brochure.

How Heartier grew website revenue and captured thousands of leads

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Highlighting promotions and engaging website browsers at perfect moment has worked a treat for quality food supplier Heartier; check out their case study.

Meat boxes have been a topic of some debate these last few years, but if one thing’s clear, it’s that consumers want quality.

Just as even the choicest cuts available in the supermarket may struggle to compare with what you can get from a specialist butcher, online shoppers who crave a fresh-from-the-farm feel will seek out providers that can meet their expectations.

Considering that 54% of consumers prefer locally-sourced meat and dairy produce – and that meat contributes to 14% of the weekly shopping cost – there’s clearly a great opportunity here for savvy brands with great product.

But selling items that might be described as luxury is difficult in this market. Customers need to feel like they’re not only getting something high quality but also their money’s worth.

So how do specialist stores entice prospective web customers to purchase from them – and tempt them away from the supermarket?

Ask Heartier. Using the Yieldify Conversion Platform, the specialist supplier has been able to deliver great customer journeys that convert. Read a few of the ways in which they optimised their site to increase their leads and conversions:

Setting the tone

First order incentive

As with any vertical, it’s essential that the customer feels reassured of your product quality and warmly welcomed into your site. On arrival into the Heartier site, a new visitor is greeted with an overlay offering them a discount off their first order. This incentive, alongside the already inviting website, worked to minimise abandonment and highlight the affordability of their product. With the cost of meat dropping in recent years, Heartier ensured their accesible prices caught the attention of any new visitor.

The personal touch

Newsletter sign-up for returning visitors

Heartier wanted to ensure repeat customers and ensure they became the first-choice for meat purchases. As 39% of customers branch away from their chosen supermarket in search of better quality and cheaper prices, the reassuring tone of their notification (triggering on pages after a brief time delay), showcased special offers which generated more leads for the brand. The sense of urgency to gain quick access to offers and recipes, coupled with their social proof features, encouraged returning visitors to engage further.

Expert voice

Cross-sell

Independently-sourced produce is one of the USPs of Heartier. The site’s subtle corner notification, which appeared across all devices, was a gentle reminder of the vast range of produce available to all visitors and the high quality of all items. The team’s expertise is further showcased with the ‘perfect for’ drop-down list on produce pages. With options ranging from ‘hangover’ to ‘romantic dinner’, Heartier again signals to all visitors that whatever their cooking intention, they have a product available for them to purchase.

Personalise your customer experience worldwide with easy Geotargeting

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With easy Geotargeting for the Yieldify Conversion Platform, you can now personalise your customer experience worldwide on your website to ensure the right message reaches the right customer at the right time – wherever they are.

It’s a big world out there – and a great advantage of e-commerce over bricks-and-mortar is that it can give your store a global reach. It means that customers in Paris can easily browse your wares from the comfort of their kitchen, regardless of whether your business is based out of London or New York.

But just because anyone can browse your website from anywhere in the world, that doesn’t necessarily mean that every offer you show them is going to be the right fit for them – or you.

It’s therefore crucial to make sure that every message you show to customers is personalised to them – and a key way to do that involves targeting their geolocation.

Location, location, location

Geotargeting – the method of determining the location of internet users, usually based on their IP address – and targeting them based on this data – is a key way to make your marketing personal online.

Brands know it – in fact, 75% of marketers believe location-based marketing is an important business issue, according the Location Based Marketing Association.

But geotargeting isn’t just about what you’d like to include in your digital strategy; your customers expect to be engaged based on their location. According to a Boxever survey of 507 consumers, 50% of 18-29 year olds are open to location-based offers, as long as they are timely, targeting and within reason.

Clearly, in order keep up with consumer expectations, Geotageting needs to be a marketing prioirtiy. So how do you go about targeting your online offers effectively?

Tailor the customer experience worldwide

Geographically-targeted offers are powerful way to bring visitors to your site – you only have to look at how The Globe Theatre boosted their YoY ticket sales by over 30% by targeting prospective audience-goers with geotargeted ads to see the value that geotargeting can drive when given proper attention as part of your digital strategy.

However, while geotargeting your advertising is essential, the real moment of truth comes when customers arrive on your website. At that stage, trillions of dollars worth of eCommerce sales can be lost.

This is where Yieldify can help. Here are just some of the ways that, using the Yieldify Conversion Platform, marketers can set up simple and easy Geotargeting to engage customers browsing your site in different counties:

Remind international shoppers that you ship to their country free

Do you offer free shipping outside of your home market? As 9 out of 10 consumers say free shipping No. 1 incentive to shop online more according to Walker Sands, there’s obvious value in highlighting this KSP to international shoppers.

Yieldify geotargeting example

To make your message extra personal, you can even show the relevant spend threshold for that visitor with a Dynamic Promotion – a compelling way to encourage a customer to spend a little more, meaning they purchase with a higher AOV.

Yieldify geotargeting notification

Reserve returns for your home market

Say you have a ‘free returns’ policy in the UK. Considering that, according to Redstage Fulfilment, 66% of visitors will read your returns policy before making a purchase – you’re going to want to make that as visible as you can to UK customers. But you wouldn’t want that message to appears to customers browsing in France, Germany or the US, as that’d make their experience inconsistent and at worse, cause them to leave the site.

Yieldify geotargeting overlay
With Geotargeting, you can exclusively highlight your returns policy to the intended audience so that the right message gets to the right shopper. It allows you to keep your messages consistent, increasing conversions while preserving your margins.

Simple to set up

Delivering a great customer experience worldwide through your website should be cinch – and that’s why it’s easy geotargeting Yieldify campaigns. Just choose the countries you want the campaign to ‘include’ or ‘exclude’ when setting your targets – no fiddly coding required:

How to set up a geotargeting campaign

 

Our campaigns of the month: June 2017

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From minimising basket abandonment to increasing leads via targeted pages, take a look at some of our favourite client work this month!

Decreasing form abandonment with Travel Nation 

Round-trip travel experts Travel Nation were looking to capture more leads and minimise site abandonment, particularly on the quote form. We designed a single overlay campaign, triggering on exit, that offered visitors reassurance of the company’s expertise in this vertical and the benefits of coming to them for a quote, decreasing their likelihood of searching elsewhere.

Decreasing abandonment and highlighting USPs with The Hero Project 

Beauty mavericks ‘The Hero Project’, are changing the concept of skincare with their innovative face oils and treatments. Using our campaign to target abandoning new visitors, an overlay stylised into a gif triggered on exit to decrease abandonment and encourage conversion, with a USP of 20% off the first purchase being highlighted.

 

How to optimise your e-commerce site for SEO

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Optimising an e-commerce site for SEO is challenging but crucial. Laura Hogan, Head of Search at SEO and social digital marketing agency Rice Media explains how to make sure your store gets found.

You’ve got your shiny new site up and running, the stock images for your products are gleaming and you’ve finally managed to secure your SSL certificate. It’s all onwards and upwards from here until you realise that your site isn’t getting the traffic it deserves.

E-commerce sites are amazing when it comes to providing their customers with the ultimate user experience, but they can be awful when it comes to optimising their site for SEO purposes. You could have the best site in the world, but you won’t get anywhere if your users can’t find it.

The competition to rank on the first page of Google is ruthless, but if you follow our tips and tricks of how to optimise your e-commerce site for SEO, you’ll very likely see an increase in traffic and revenue.

1. Integrate social media into your website

Social media and SEO work hand in hand, as they help to create the ultimate user experience and increase brand awareness. The more social media integration you have on your site, the better your chances will be for having your products shared across social channels.

How can I integrate social media into my website?

There are so many ways to homogenise your social channels onto your site, and a really great one is social sharing buttons! Adding social sharing buttons to your product categories could also help boost traffic to your site. Think about it – if your visitors and consumers share your product pages via their social media profiles, you’ll be getting exposure to a brand new audience and free endorsement for your products.

Consumers trust reviews by people they identify with, and in 2016 80% of marketers found influencer marketing campaigns an effective way to boost revenue. Don’t ever underestimate the power of sharing your products on social media – between 2015 and 2016 Nike got footballer Cristiano Ronaldo to publish 59 posts over 12 months featuring their products. That year, Nike made $36 million dollars through those posts alone (OPMC):

Nike Cristiano Ronaldo social media campaign

One other minor change you can make is allowing customers to effortlessly log into your site using their social media profiles. This means the laborious process of creating a new account and impatiently waiting for an email to verify their existence is removed. A study by econsultancy showed that 37% of people abandoned their shopping cart due to registration processes being too long, and 26% refuse to make a purchase if they have to create an account. When you integrate social media login profiles consumers are able to login at the click of a button and put those items straight into their basket, reducing steps to checkout to drive more sales and revenue.

2. Do your keyword research

Research is one of the most important parts of SEO, particularly when it comes to keywords. If you’re targeting the wrong keywords there’s a strong chance you’re ruining your campaign efforts by generating low-quality traffic and minimal conversions.

When it comes to keyword research, you want to make sure you’re choosing keywords that are relevant to your brand and products and focusing on terms you know convert for you and the ones for which you have the biggest margins.

Researching and refining relevant and popular keywords is integral to the success of every e-commerce site – if you pick broad keywords and phrases, you’ll end up with irrelevant traffic and thus a very high bounce rate.

What does keyword research entail?

When it comes to keyword research, you need to look at the phrases people are searching for on Google, and you can do this by looking at your competitors and using Google’s Keyword Planner. This is worth its weight in gold, as it offers you popular keywords and longtail search terms, also allowing you to tailor your research on a local, national or global scale.

Google Adwords Keyword Planner

Longtail search terms and phrases are a crucial part of your e-commerce store’s success; just because your business sells jeans, targeting the keyword ‘jeans’ does not mean that this is you done for the day. People will search for ‘women’s distressed jeans size 12’ or ‘men’s Levi jeans’ and much more – you need to dig deep into your customers’ search intent in order to make sure you’re appearing when they’re out looking to purchase.

Sometimes Keyword Planner offers gems of information, such as low volume keywords that are relevant to your business alongside the high volume keywords you want to target.

Oh, and one last thing – you need to avoid keyword cannibalisation. This occurs when multiple pages on the same website are trying to rank for the same keywords and consequently competing against one another and diluting your rankings. Grab a piece of paper, write the keywords you want to rank for under each page and if you see doubles of exact keywords then decide which page it is more suited for.

3. Optimise your product descriptions

Optimising your product descriptions is integral for any e-commerce business because Google hates duplicate content and will penalise you for it. You also need to make sure your products appear when potential consumers enter their search queries.

If you copy your product descriptions directly from a manufacturer or if you have low-value content on your product pages, you could be at risk of being hit with a penalty from Google’s Panda algorithm. To avoid this, add high-quality content using keywords you want to rank for, as well as related and semantically relevant ones.

How can I optimise my product description?

When you’re writing your product title, think about the word order. If you want a particular brand or item to rank, then add it the beginning of your title – for example, “Chanel Couture Black Dress”.

Chanel SEO example

Make sure to keep your product descriptions short and sweet – mention the colour, sizes and a little bit of information about the product. Your unique product descriptions should be between 150-250 words where possible; not only will this make it easy for your users to browse over, but Google’s spiders will easily crawl it!

Adding customer reviews and rating systems next to the products you offer will also help consumers make that conversion – according to Kissmetrics, 55% of customers said they are more likely to make a purchase if they can see customer reviews or a rating system.

4. Look at your site speed

Unfortunately, the saying ‘patience is a virtue’ does not apply to e-commerce sites, especially when it comes to their page load time. Site speed and page speed are the metrics used by Google’s algorithm when it ranks pages; the longer your page takes to load, the more people will exit the site, having a negative impact your site’s bounce rate.

According to Gomez.com over half of web users will abandon a website if it isn’t loaded within 3 seconds. Alongside this, 79% of online consumers will not return to a website with poor loading speed, and 44% of them will tell their friends about their negative user experience. If you’ve noticed a high bounce rate on a specific page, then this could be down to your page speed.

How can I improve my site speed?

There are a number of ways to reduce the time a page takes to load, one of which is shrinking the page size. This can be done by saving a specific page on your computer as a web archive folder from the browser. You can then measure the size of your page in kilobytes – ideally, your page should be no more than 2.2KB.

Large images, animated elements and embedded objects will all affect a page’s loading time so try and sort through what you need – if your business relies on rich graphics to generate revenue, then you need to find the balance between losing shoppers due to slow page speed versus gaining customers due to richer graphics.

5. Optimise your site for mobile search

More than 60% of search queries inputted into Google are done via mobile device (Search Engine Land), which means it’s more important than ever before to get your e-commerce site optimised for mobile.

Mobile search overtook desktop search in 2015, and in Q4 of 2015/16 smartphones and tablets accounted for 51% of online UK retail sales. Invesp’s study stated that since the beginning of 2014, 1.6 billion people have used their smartphones to shop online globally and that by the end of 2017 this figure is expected to rise to over two billion. It also found that those who shop online using smartphones were more likely to spend twice as much as those purchasing on tablets and desktops.

In sum: if your e-commerce site isn’t optimised for mobile, then you’ll be missing out on a big proportion of your market.

Optimising SEO for mobile

But how can you optimise your site?

The best place to start when it comes to optimising your ecommerce site for mobile is personalisation. It’s easy to access enriching personal information that will, in turn, help you understand your consumer’s behaviour.

One example of this is using local information to serve your user’s needs; the majority of people use their phones to find local businesses such as stores, restaurants and places near them, and their phones hold a wealth of data that can help you. Ask for permission to access potential customers’ locations through GPS, and then use this information to create a personalised offer.

Another small but simple way to do this is by adding a constant sticky ‘buy’ or ‘add to cart’ button to your site. This call-to-action staying in the same place whatever page your consumers are on could be the difference between a customer who bounces and one making a purchase. A buy button that is consistently on the screen regardless of what page a customer is on means that there is a consistent encouragement for a visitor to complete the desired action, therefore giving you a conversion. This miniscule tweak of your site’s mobile user interface has the potential to increase the chance of your consumers adding items to their basket.

Of course, there are many SEO tactics that will help optimise your e-commerce site, and you should try all of them in order to find the strategy that works for you. If there are any tips you’ve found that works out for your site, then let us know!

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How to sell luxury products online: 5 simple e-commerce tips

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Digital marketing for luxury brands can be challenging; learn some simple steps from how legendary shirtmaker Turnbull and Asser increased conversions without compromise on brand

Turnbull and Asser is a bespoke shirtmaker, clothier and tie maker established all the way back in 1885. Perhaps unsurprising for the first brand to receive the Prince of Wales’ Royal Warrant, it has a strong commitment to product excellence and impeccable service, whether from its flagship store on London’s Jermyn Street, online or with its partners around the world.

But what does that mean when you move from the world of bricks-and-mortar to e-commerce? By 2019, the share of B2C e-commerce on total luxury sales worldwide will grow by over a half, so it’s crucial to express the same value online as you do offline.

There’s a growing realisation amongst luxury brands – like Turnbull and Asser – that selling online can supplement and reinforce the luxury in-store experience, rather than denigrating it. In this article we’ll explore how to sell luxury products online through examining some of Turnbull and Asser’s key tactics:

Turnbull and Asser homepage view

Avoid site-wide discounting (at all costs)

A key part of luxury is exclusivity – and that means that discounting online runs the risk of appearing to devalue your product to a potential customer. There are, however, many other ways to incentivise your visitor to move on to checkout.

One of the most effective mechanisms is to offer free shipping; studies have shown that shoppers spend up to 30% more when delivery is included. Turnbull and Asser’s offer of free shipping on tailoring also promises free returns, giving added reassurance to the customer that they can purchase without risk.

Turnbull and Asser free shipping

Content is key to the experience

Luxury brands are defined by the fact that they’re about much more than the product itself; it’s the experience that the customer buys into. In a bricks-and-mortar store, the calibre of service and environment contribute to this – but online, that’s a little harder to express. So what do you turn to? The answer is content.

Content – whether that’s video, blogs or even email, enriches your customer experience while continuing to express your brand values (and of course, the occasional product mention).

Turnbull and Asser’s Off the Cuff blog is a great example of a luxury brand offering a diverse range of content that maps succinctly to the interests of its audience of affluent men living fast-paced lifestyles. Recent posts range from guides to the Monaco Grand Prix to interviews with Samuel L himself:

Turnbull and Asser content

Just remember that whatever you do, it needs to be of the highest quality, with the same level of attention to detail that you’d apply to your product.

Make your value signals clear

When you have to reduce a instore atmosphere and personal service to a thoroughly ‘2D’ onsite experience, it’s more important than ever to highlight the value of your brand through other means.

In the case of Turnbull and Asser, this means highlighting its Royal Warrant – a recognisable seal of quality if there ever was one. The insignia not only appears subtly throughout the website, but is also explained in detail on a dedicated page of the site.

Turnbull and Asser bespoke service

For many luxury brands (though not all), heritage and history play a huge role in underpinning identity and articulating value – it’s a key part of what your customer is buying into when they pay a premium price.

These messages are more important than ever when your customer is online, and therefore doesn’t have the opportunity to engage with your product hands-on. Telling your heritage story on your e-commerce site – as Turnbull and Asser does in an extensive collection of articles and videos – is a must-do for any luxury brand.

Complement your bricks-and-mortar stores

As we’ve mentioned earlier, the previous reticence from luxury brands to engage with e-commerce has often been because of concern of how online and offline worlds would collide. In fact, it’s of huge benefit to make sure the two work closely together.

Many luxury products require an element of in-person service that can’t always be replicated online – expert measurement and fitting, customisation or even just the feel of great quality. That means there are always going to be a proportion of visitors who – even though they may discover the brand and product online – will want to come instore before they move to purchase.

This means that you need to ensure that the route to the showroom is clear from the website, which Turnbull and Asser makes clear in a header shown throughout the site:

Turnbull and Asser store locations

In addition, the brand’s bespoke service – naturally, only available in-store – is clearly articulated in a dedicated page on the site that articulates each step of the service with rich, quality visual content. It effectively ‘sells’ the service with clear CTAs that guide the user through to making an enquiry to one of Turnbull and Asser’s stores.

Another way to integrate the online and offline experiences can be through offering a ‘Click and Collect’ (in-store pick-up) service, which 63% of customers have already used. As well as fulfilling a multichannel expectation, it can make a smart alternative to free delivery policies if these aren’t an option for your store.

Make the service personal

The sales associate in a luxury retail store is the best-of-the-best; knowledgeable, quick-thinking and above all, able to read the customer’s behaviours and respond with the right tactic that makes the sales and creates a great experience for the customer.

Online, that translated to using smart onsite overlays and notifications that trigger in response to visitor behaviour:

Turnbull and Asser used the Yieldify Conversion Platform to create and deploy their onsite messaging, generating new leads and conversions.

Key takeaways

Like what you’ve seen here? Download our free e-book, featuring the luxury e-commerce cheat sheet, to get even more tips and advice on digital marketing for luxury brands: