Battling bounce rates is an ongoing fight for any marketer. In this article, we lift the lid on 4 lesser-discussed ways to reduce bounce rates and increase engagement on your website.
Bounce rate is one of the biggest conversion killers around.
It robs you of your chance to convince prospects that your products are worth their time.
According to ClickTale 34% is the average bounce rate for e-commerce sites. If your site has a higher percentage of users who don’t stick around, then you may have a problem.
Google Analytics defines bounce rate as the “percentage of single page sessions”. An accurate description, but one devoid of useful application. We like to think of bounce rate in more actionable terms: the opposite of engagement. Our work has shown that the more engaging a site, the lower the bounce rate.
Pretty simple, huh? All you’ve got to do is increase engagement and, by extension, you’ll be increasing conversions.
Well, whilst simple in theory, it’s difficult in practice. In this article we’ll run you through a few of the lesser-known tactics proven to increase engagement and reduce bounce rate:
#1 Attract the right visitors #2 Relevant landing pages #3 Proper use of overlays #4 Use storytelling elements
What You Probably Already Know
We don’t want to spend too long on a well-trodden path here. However, in the spirit of being thorough, here are the basics on reducing bounce rate.
Optimise your pages for different devices. There’s nothing worse than trying to navigate a fiddly desktop site on your mobile.
Page load time. Modern consumers are impatient. If your page takes too long to load, they won’t need to bounce because they’ll have given up before seeing what you have to offer!
Provide engaging content. Engaging content is key to capturing attention. The problem is figuring out what your audience finds engaging!
Logical layouts. There’s no point in having the best content if no one can navigate your site.
Internal links. See the bolded wording in this article? Some of these links go to other Yieldify articles and are key in reducing bounce rate; the longer someone stays on your site, the more likely they are to convert.
Whilst the above is good advice it doesn’t bring much to the conversation. So, let’s move on and take a closer look at how you can better reduce your bounce rates.
#1 Attract the right visitors
Quantity does not beat quality.
Yes, you may be seeing a high bounce rate but securing more traffic isn’t the answer. Broadening your keyword selection or utilising paid traffic sources isn’t going to help with the problem.
All these steps do is attract a wider yet less qualified audience. Instead of seeing your bounce rate go down, you’ll likely see it go up because you’re marketing to the wrong crowd. Trying to sell to anyone and everyone doesn’t just bring a poor ROI, but it will also skew your data.
Let’s put it in real life terms. Imagine you run an e-commerce store that sells TVs. Your goal is to attract prospects who are searching for TVs, so you optimise specifically for TV related keywords. Don’t branch out and also target DVD or blu-ray keywords unless those are also in your product line.
Why? Because it attracts the wrong audience. Sure they’re related products, but someone looking for a blu-ray player likely already has a TV. You might get them to land on your site, but they’ll bounce as soon as they realise you don’t sell what they’re looking for.
You end up having wasted a lot of your money on a failed campaign and have stats which don’t accurately represent the true problems with your site. The bounce rate instead represents your inability to attract qualified prospects.Optimising based on these stats will only lead to further failure.
You shouldn’t care if you can’t convert people who have no interest in what you’re selling. You should be targeting your research and messaging to those who have an interest. These are the people who will help refine your marketing and increase your bottom line.
#2 Relevant landing pages
Does traffic from Facebook have the same needs as traffic from search engine results pages (SERPs)?
These are two different sources of traffic and have vastly different needs. You need to optimise your landing pages to better reflect the needs of the traffic you’re receiving.
It’s a complex issue to get your head around, however Tyson Quick, CEO of Instapage, sums up the issue nicely. “A Google AdWords click is typically coming from a visitor who is directly looking for a solution to a specific problem they’re already aware of, while a visitor from a Facebook or Twitter advertisement is typically still in the problem / solution discovery phase. The post click experience should reflect this mindset.”
That means one generic landing page for all your traffic isn’t going to work. A landing page that explains the solution only will convert well with SERP traffic, but will have little to no impact on social traffic unaware of the problem you’re solving.
It boils down to the fact that different traffic sources are all at different stages in your funnel when landing on your site. You wouldn’t push a new prospect to purchase on their first visit, just as you wouldn’t waste time building desire with a prospect who’s ready to purchase.
If your landing pages aren’t optimised to specific stages of your funnel, you’re going to struggle to keep your prospects from walking away.
#3 Proper use of overlays
Overlays are the Marmite of the conversion world. But love them or hate them, they work.
The key to a successful overlay campaign is presenting a personalised, relevant offer or incentive at the right time. If you indiscriminately bombard a user as they enter your site with impersonal overlays featuring irrelevant offers they’re going to bounce. And rightfully so.
The best overlays feel like part of your user’s journey. For example, an overlay timed to trigger as your prospect is leaving your site doesn’t interrupt their browsing experience. Instead it captures attention and gives them a reason to stay, like this example from Virgin Trains:
But timing is only half the battle. You’ve also got to ensure that the overlay presents a useful, relevant offer.
Keeping to these two key tenets has helped us achieve amazing results with exit-intent overlays.
#4 Use storytelling elements
Storytelling. It’s not just for bedtime with the kids.
People from all ages and backgrounds can’t help but be drawn in by a captivating tale. It hooks attention and holds interest like no other method can.
However, we’re not saying that every page you write should be some epic fable of how your company achieved X or overcame Y. What storytelling in marketing refers to is understanding how your prospects assimilate and understand information.
We’re busy people who have no interest in spending thirty minutes getting to grips with the ins and outs of a product or brand. We want the key points, and we want them now.
Good storytelling understands this and uses visual cues to better explain the story. You can’t rely on large blocks of text to tell your story. You’ve got to utilise key visual cues including image placement, sub heads and proper spacing to highlight the key elements that tell the story your prospects want to hear.
Giving an overview with these elements hooks attention. Once that attention is hooked you need to ensure you’re following the golden rules for marketing storytelling:
Make your prospect the hero. No one cares about what you’ve achieved or overcome. They do care however what you can help them to achieve. Make sure the story is focused on their goals and journey.
Be honest. Prospects are too smart for tall tales and grand claims. They’ll see right through it and label you a charlatan.
Be Concise.You might have hooked attention with your visual cues, but that doesn’t mean our prospect isn’t busy. Get to the point and save everyone time.
It’s a complex approach and can be difficult to understand. To help outline the process here’s a great example of storytelling from Hiut Denim that get’s you on board with the company’s ethos and establishes them as experts in their field.
Reducing the bounce rate of your site hinges on your ability to create an engaging and relevant experience for your prospects.
That doesn’t mean using clickbait-esque headlines or trying to force your message on new prospects as soon as they land on your site.
There needs to be a cohesive journey from initial referral source through to purchase page. Coupling this cohesion with a prospect centric message is key to creating an engaging, relevant experience. An experience which will lead to a reduction in your bounce rate.
However, reducing your bounce rate is only the first step in your optimisation process.
Whilst bounce rate can destroy the success of your business, tackling the problem means nothing if you’ve not got anything of substance at later stages.
If you’re currently suffering from a high bounce rate and aren’t sure where to start, get in touch with us to learn more about the commercial benefits of exit-intent overlays.
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 eCommerce.
But here’s the thing, eCommerce marketing automation tools can be a nightmare to choose between.
Here’s our guide to how to pick the best one for your eCommerce business.
If you’re choosing a marketing automation tool for the first time, here’s what you need to know.
What can eCommerce marketing automation platforms do?
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.
What is eCommerce marketing automation and how can it benefit my team?
For a marketing or eCommerce business, eCommerce 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 piece of eCommerce marketing automation software 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 create eCommerce reports – 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.
Evaluating Marketing Automation Platforms For eCommerce
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 eCommerce marketing automation software for your business, 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 eCommerce marketing automation software saves money, minimizes frustration and maximizes marketing benefits. At this point, your first step should be to make a list:
Your goals in getting a new marketing automation tool.
The tool’s ‘must-have’ features.
What are you prepared to compromise on?
With your specifications in hand, you’re ready to start searching the marketplace. There are a 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 software in your stack and ask which platforms they integrate with – this can make adoption much easier.
Visit software 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?
What is the best marketing automation software for eCommerce?
For an eCommerce marketer, the thing to remember is that many eCommerce marketing automation software offerings have tools that 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, which seized on the opportunity to extend its reach into B2B markets. However, many marketing automation tools are realizing the potential new markets in eCommerce and developing their offerings accordingly, so watch this space.
To make things a little easier, we’ve searched the market and compiled a shortlist of some of the eCommerce marketing automation tools we’d recommend taking a look at…
1. Dotdigital (formerly 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 Dotdigital 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 – Dotdigital is one of the simplest as well as the most powerful platforms on the market. It’s a great place to start for growing businesses that 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.
2. Oracle Bronto
Focused on high-growth eCommerce 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 use – Capterra users 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 – eCommerce retailers who need an ultra-powerful marketing automation platform with an intuitive interface.
Sender is a rising star. This tool provides a full range of features to help lead to effective email marketing. Sender is most suitable to send newsletters, automated follow-ups, or triggered emails and transactional emails.
Pricing – Free Forever plan up to 2500 contacts and 15 000 emails/month. The paid version starts from $10/month for all premium features and supports 24/7.
Ease of use – Rated as a TOP3 user-friendly email marketing tool by Capterra.
Features – Drag&drop design-builder, Advanced subscribers and campaigns management, Drip automation (with triggers for abandonment carts, birthdays and etc.), Pop-ups, and forms builder.
Best for – Smaller businesses looking for a user-friendly tools with all premium features, high deliverability for the best price in the market.
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.
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.
If you’ve heard of any marketing automation software, it’s likely to be MailChimp. Many think of it as solely email marketing, but it’s actually a full-scale marketing platform offering a CRM, design, website and campaign services.
Pricing – While a free option is available, the paid version starts at $9.99/month, scaling to $299.99/month for all the bells and whistles.
Ease of use – most digital marketers will have some familiarity with MailChimp so you’re not starting from zero. With plenty of DIY guides and 24/7 support available from the cheapest.
Features – Email Marketing, Site Tracking, CRM, Audience Insights, Behavioural Targeting, Social and Search Marketing, Website Integration, Drip Campaigns, Website Visitor Tracking, Landing Pages, Forms.
Best for – small to medium businesses set to grow, people who are looking for an all-in-one marketing platform.
6. Keap (formerly InfusionSoft)
Keap offers customer tracking and daily task management all in one place, promising to free marketers up from the repetitive tasks to focus on the creative.
Pricing – free trial, then prices start from $79/month.
Ease of use – you get training when you purchase the software, although some reviewers on Capterra have said that because of the endless applications and possibilities, they need extra training to access the full power.
Best for – Keap says it’s specifically geared to smaller businesses and is also widely used by startups and entrepreneurs. One Capterra reviewer says it’s perfect for eCommerce.
One of the most-recognized names in marketing automation tools, HubSpot offers a full stack of sales, marketing, and CRM tool 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 built for eCommerce, but this is changing with features such as a native Shopify integration and ability to connect a custom store.
Rejoiner offers a done-for-you email marketing solution, from design to strategy and analytics. It promises marketers the ability to maximize lifetime revenue per customer with highly personalized automation.
Pricing – starts from $95/month.
Features – Design and Strategy, Email Campaigns, Event-Triggered Emails, Analytics and ROI Reporting.
Ease of use – its Capterra reviewers give it 4.9/5 stars (and 5/5 for customer service and overall).
Best for – eCommerce companies who want to outsource their email campaign management.
For businesses with a high turnover, Act-On is a highly customizable tool that integrates sales, marketing automation, and many other features.
Pricing – Prices start at $900/month, with a free demo.
Ease of use – It takes some practice and testing to understand the possibilities because of the endless applications, but there’s 24/7 support to help you through.
Features – Email Marketing, Website Visitor Tracking, Lead Management, Social Media Management, Analytics/ROI, Segmentation, Drip Campaigns, Lead Scoring, Search and Social Marketing.
Best for – Business that make $10M to $500M in revenue.
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.
Omnisend is a rising star in the marketing automation world, and it’s easy to see why. Taking workflows far beyond email, Omnisend supports several channels, making it easy to manage your channels from one platform.
Pricing – Omnisend offers a free plan for basic email marketing, then the Standard Plan with automation starts at $16 per month. From there, the Pro Plan adds more channels and starts at $99 per month.
Ease-of-use – Omnisend is known for being user friendly, employing a drag and drop builder for anything you need to create: emails, workflows, forms, popups, landing pages, etc. The platform is definitely intuitive from onboarding to sending.
Features – Email marketing, SMS marketing, Omnichannel automation workflows, smart segmentation, contact capture forms, sales reporting, eCommerce-focused features, and so on.
Best for – Marketing professionals who have outgrown basic email marketing and are looking to dive into omnichannel automation without sacrificing ease of use.
Hunch is a Smartly alternative and is a marketing automation tool used in various eCommerce businesses. It helps you create thousands of different dynamic creatives for single or multiple products in a single click.
You can even personalize your creatives based on various user’s data – such as target location, the language they speak, the current weather, and many more personalization factors.
This allows you to reduce your design cost and time needed to create visuals for your Facebook and Instagram ads, as well as to add high-touch personalization to your creatives.
Pricing – Quote-based plan.
Ease of use – Capterra gave 5/5 stars for the ease of use.
Features – Create 1000s of creatives for multiple products in a single click, Personalize your ads, A/B test different creatives
Best for – eCommerce retailers and agencies looking to take their Paid Social game to the next level and quickly make 1000s of high-quality creatives.
EngageBay has a lot of features to support your marketing and sales activities. From live chat and landing pages to email sequences and ticket management it can provide your team with all in one marketing support.
Pricing – EngageBay offer a free plan with limited functionality, it’s highest package which includes are it’s features is going to cost you $79.99 per month per user.
Ease-of-use – All of EngageBays features are easier to use with intuitive design, for example the landing page and email builder are both drag and drop so all members of your team should be able to use the tool fairly easily.
Features – Email marketing with automation & sequences, CRM, landing page builder, live chat, customer contact centre, helpdesk software and more
Best for – Small marketing teams who work closely with sales and customer service.
HubSpot is probably one of the most well-known marketing automation tools on the planet. HubSpot can integrate with popular eCommerce platforms such as Shopify, BigCommerce and WooCommerce.
It can help support and automate key marketing initiatives such as automated campaigns targeting new customers, and automated emails based on browsing behaviour and customer interactions.
Pricing – HubSpot offer a free plan with limited functionality, Its starter package starts at £38/mo and its enterprise level will set you back £2,624 per month.
Ease-of-use – All of HubSpot’s features are fairly easy to use with drag and drop functionality across all aspects of its marketing tools. It may be worth signing up for a free version and testing out the platform.
Features – Email marketing with automation & sequences, CRM, landing page builder, live chat, customer contact centre, product & landing page builder & revenue tracking.
Best for – Small marketing teams who work closely with sales and customer service.
Drip is a CRM tool specifically designed for eCommerce companies. It integrates with a number of eCommerce platforms, including Shopify and you also get quite a few pre-built marketing automation you can use right away.
There’s a heavy emphasis on email marketing automation, but for eCommerce brands, this is normally the case and where you’ll see the biggest benefit. This can help you create campaigns designed to improve customer retention and engage customers who have abandoned baskets or cross-sell based on past purchase history.
Pricing – Drip starts from $49/month for the Basic version of its platform. This comes with a limit of 2,500 contacts, the next level will cost you $122 for up to 5,000 contacts. If you want to go above that, you’ll need to talk to their sales team.
Ease-of-use – Drip is very easy to use with drag and drop features across most of its marketing tools. Its dashboards are always very user-friendly clearly displaying key eCommerce data.
Features – Email builder and with automation & sequences, CRM, customer journey personalization, multi-channel marketing, revenue tracking & analytics.
Best for – eCommerce business owners who don’t have a great deal of experience with CRMs.
What tool will you use?
The 15 tools above are some of the best eCommerce marketing automation tools you’ll find on the market today. There’s plenty more to choose from as well.
Don’t rush into a decision, take your time to really understand and think about what you need the tool to do and where it can make your current operations and processes more efficient. Think about what eCommerce platforms they integrate with, what marketing channels they can support you with and of course how much they cost.
A trust badge is a badge or seal that you place on your website that is meant to instill trust in your potential customers. Trust badges are traditionally visible during the checkout process, but a new trend of placing them directly on the home page is gaining traction.
These trust badges let website visitors know that your page is legitimate and that any data they share will be collected through secure third-party service providers. Because the trust seal company has agreed to place their badge on your website, customers will know that all the processes taking place are safe and secure.
Usually, trust badges denote security features that keep credit card details and other private information safe. These badges come in different shapes and sizes and signal different things to potential customers.
The best types of trust badges
There are five main types of trust badges that you can add to your website. Each one has a different meaning and is used for a different purpose – you can use all five types of trust badges on your site simultaneously, it all depends on what you are trying to achieve.
1. Guaranteed Safe & Secure checkout badge
Arguably the most important type of trust badge, the secure checkout badge is the seal given when you sign up with a company that provides an SSL certificate. Secure Socket Layer (SSL) protects the internet connection and the information that is shared across that connection.
This badge indicates that your checkout process can be trusted: the information is encrypted and your customer’s credit card information is safe and secure. This kind of trust can help to improve your conversions. Customer data breaches have become a lot more common and publicised in recent years, from a DDoS attack to phishing scams and more, these are all terms customers will likely have heard now. So any potential customers will need to be sure they can trust you and that you take their data security seriously.
There are many safe checkout badge options, but the most trusted and recognized badges quickly let your customers know that your site can be trusted. Possibly the most well-known SSL badge is from Symantec – you may recognize them better as Norton, VeriSign or LifeLock. You can also get trust badges that are recognized the world over from PayPal and Shopify.
Data security will always be one of the biggest concerns for online shoppers, especially when credit card details are concerned. Adding trust badges, such as the Verisign trust badge can help build customer trust.
Safe Checkout Badges are most effective when displayed near your “Add to Cart” buttons and on your checkout page.
2. Free shipping and free returns trust badge
Introduce feelings of trust and safety in your customers with a “Free Shipping” and/or “Free Returns” badge. By letting your customers know that they can receive and return any products ordered without any additional fees, you take away some of the perceived risks of ordering from an online store.
This badge has more flexibility in placement and can be used effectively in an array of places across your website. We recommend having a Free Shipping and Free Returns badge on all “Add to Cart” and “Checkout” pages. It can also be effective on your homepage – consider adding it to your header – and on your Frequently Asked Questions page, or a dedicated Shipping and Returns page.
Gaining the trust of your customers is incredibly important. By offering free shipping and free returns, you are letting your customers know that not only do you believe in the quality of your products, but you also value their happiness and satisfaction above all else.
When people see a recognizable brand, it helps them feel more confident – that’s why accepted payment badges are so effective. When you have Mastercard, Visa, American Express, and PayPal badges as your payment options, you boost the level of trust in your website with just a few logos.
A study conducted by ConversionXL found that when people are familiar with a brand they have a perception of security. “For the most part,” the study said, “greater familiarity also meant a greater feeling of security.”
You can place these buttons in the footer of your website, and you can also have them listed on your payment page.
4. Third-party endorsements
Third party endorsements are all about showing that your business is credible – because these programs usually involve an application and review process, they signal to people that you are an established business. If you can’t think of any third-party endorsement badges, think about the Better Business Bureau Accredited Business and Google Customer Review badges – two of the most trusted examples.
A third-party endorsement badge does take more work. As mentioned earlier, you need to submit an application, be reviewed, and approved before you can add the badge to your eCommerce site.
But the extra work is worth the extra payoff as these badges can have a drastic impact on your conversions. Think about when you shop on Amazon – you look for highly-rated items with lots of reviews and even an Amazon Best Seller badge if you can. Think of these third-party badges in the same way. They signal to your customer that others have had a great experience buying from your online store.
These trust badges are usually placed in the footer of your website and should be more prominent than the accepted payment badges.
5. Money-back guarantee badges
Possibly the most effective trust badge of all, the money-back guarantee badge all but completely eliminates the fear and perceived risk of buying a product or service online. While this doesn’t address any of the technical security issues, it does let potential customers know that you have their best interests in mind.
This is a free trust badge, you can make it yourself so that it matches your branding, or you can find a free downloadable version online and quickly add it to your own website.
If you can use money back guarantee badges, you should display them loud and proud.. You want to make sure that every single customer sees it and takes note. It should be in the same places as your Safe Checkout Badge – near the Add To Cart button and the Checkout button. This can help ward off any potential shopping cart abandonment.
Can trust badges improve your conversion rates?
In the digital world, it is normal for people to be wary of online shopping – we’ve all heard the horror stories of people losing their identities, their cash, and more simply buying a product online.
When someone comes to your eCommerce website for the first time, they are being introduced to your brand. If they have never interacted with your brand before, this is their introduction to your business. You want to ensure that they know your eCommerce website is a safe, secure place. And of course, you want them to complete their purchase.
On average, 75% of potential customers who visit an eCommerce site abandon their carts. Trust badges may be the answer to battling shopping cart abandonment
There are a variety of reasons why almost three-quarters of customers don’t complete their purchases – this study from the Baymard Institute outlines the major factors.
Almost 1 in 5 respondents said that they didn’t trust the website with the credit card information and that is why they abandoned the checkout process. With 18% pointing to the lack of trust in an online store, it’s clear that building that trust is an integral part of increasing your conversion rate.
A survey conducted by Econsultancy asked consumers the factors that influence their trust when shopping from an online retailer they don’t know very well.
There were a lot of different elements that played a role in building trust, but the most important factor was having trust badges displayed on the website. A whopping 48% of respondents said that trust badges reassure them that the site is secure and trustworthy.
The same survey found that 76% of respondents said trust seals affected their sense of trust in a website. Another 61% said that they had not made a purchase because there were no visible trust badges or logos when they went to a website.
If you run an online business trust badges tend to be a quick and easy way you can showcase website security. For eCommerce businesses ensuring customers are comfortable paying online is vital to their success and growth. As the data above shows, they can make quite a big difference.
Which trust badges inspire the most trust?
Each trust badge has its pros and cons, but all of them have been shown to increase trust and conversions. So how do you know which badge will be the most effective for you?
With regards to online security and safe checkout badges, the brand that you choose has a large impact on how much reassurance it gives to your customers.
In a study conducted by CXL, the three most recognized branded trust badges for safe checkout were McAfee (79%), Verisign (76%), and PayPal (72%).
Brand recognition is important, as it is correlated with the logos that give customers the most reassurance. Once again PayPal, Verisign, and McAfee topped the list (in that order). The results show that the gap between the recognizable brands and the others is considerable.
If you are in a position to offer a money-back guarantee, it is one of the most powerful trust badges you can implement. Visual Website Optimizer put a “30-day money-back guarantee” badge on a site and saw a 32% increase in sales over an 11 day period. Let that sink in: it took less than two weeks for VWO to see their sales increase by more than a third after adding a free badge to their site.
Free shipping badges and offers have been shown to increase sales by as much as 90% – Red Door saw a 90% increase, 2BigFeet saw a 50% increase, and Comscore saw a 16% increase once they’ve added free shipping trust seals on their websites.
The best solution is to use a few trust badges together. That will have the biggest impact on your conversion rate. Crunch the numbers to find out which badges are most cost-effective for your business.
Where do you put trust badges?
Trust badges can be used throughout your website but will have the most impact where users may still have initial doubts about purchasing from you or are required to give personal information.
For example, placing secure checkout badges on the payment page of your website will show users you can be trusted with their data and their transaction will be safe.
If your product has won any awards this is, of course, the best place to put those trust badges.
Your homepage is also a great place to put trust badges to instil overall confidence and trust in your brand. New users who are searching for your brand will most likely land on this page so it will be important to showcase reviews, awards, or any other badges here.
For eCommerce websites, you have a lot of options when it comes to trust seal placement with potentially all the above options being relevant.
Trust tends to be tested the most when a customer is about to make a purchase. So the checkout page naturally is very important.
You’ll notice the pattern is pretty much the same across each checkout option, they scan the page looking for quick reassurance they can trust the website and continue with the purchase. So you need to make sure they are easily visible during the micro-moments where trust may waver.
Free trust badges you can add to your eCommerce site today
There are many options when it comes to trust badges. Some of the most esteemed badges don’t come cheap – McAfee Secure, for example, starts at $15/month but scales up as the size of your store grows. If you’re running an online business hopefully one of the below options will be of use to you.
If you have a Shopify eCommerce store, then this app available through the Shopify App Store is the perfect addition to your website.
With this app, you have access to 670 different accepted payment badges in a variety of design styles. You can easily drag and drop your trust badges to your product pages. If you’d like to have the badges in more than one location on your site, you can upgrade to premium and have your accepted payment badges on your cart page, homepage, and the footer.
With 60 free badges that cover 6 major sales objections, Convertful’s free downloadable PNG badges are great for any eCommerce store. Each badge comes in five different styles, so you can find something that works with your store’s design.
Convertful looks at the problems that customers identify that lead them to abandoning their carts and tailor their badges to solve those problems.
Free Shipping & Free Delivery to combat those that feel the extra costs are too high.
Express Checkout to avoid losing the 35% of people who abandon carts when they have to create an account.
Secure Payments for those worried about sharing their information online.
Fast Shipping & Delivery for those worried about slow shipping times.
Money-Back Guarantee to instill trust in your product and services.
Payment Options to list the variety of payment options you accept.
TrustLock.co has over 120+ free website trust badges that you can use on your eCommerce store. You must link back to their homepage to use them for free, but that is a small price to pay for a somewhat recognizable badge. They also provide some that are ideal to place on your checkout page as discussed above.
The free trust badges include:
100% Money-Back Guarantee
Guaranteed Safe Checkout
Fully Secured SSL Checkout
AES 256-BIT SSL Secure
30-Day Money-Back Guarantee badge
100% Satisfaction Guaranteed
Best Price Guarantee
Credit Card Processor Logos
PayPal Logos or Stripe Logos
The free badges do not have the TrustLock logo featured on them. To access badges with the logo you need to pay for a premium account, which costs anywhere from $9 to $20/month.
You have approximately five seconds to build trust with your potential customers. Trust seals can instantly start this process.
Ultimately eCommerce customers want to know that when they are shopping online brands take website security seriously and personal data is not at risk. As we have highlighted these trust seals can have a big impact on your website.
Make sure to leverage trust badges on your website, and use the different types highlight strategically across your website to quickly build trust with your customers, improve your conversion rate and ultimately increase sales.
Not having trust badges on your website is simply a bad idea.
Trust Badge FAQs
What is a trust badge?
A trust badge is a symbol or icon placed on your website that ensures your visitors that the page is legitimate and all processes are safe and secure.
Where do you put trust badges?
Trust badges can be strategically placed throughout your website to help increase conversion rates. For example, on your homepage, product pages, during the checkout journey & payment page.
Do trust badges work?
Numerous studies have shown that trust badges can increase conversion rates. For example, In one survey 48% said that trust badges reassure them.
You’ve got your sign-up forms running. Your email and SMS lists are growing. And you’ve set up your core Klaviyo remarketing campaigns.
But when your email and SMS messages land in your subscribers’ inboxes, you’re not getting the engagement you were hoping for.
The issue is this: your audience has grown and you now have multiple subscriber types. That means subscribers with lots of different interests, on different journeys, with different needs. It’s no longer a few subscribers with similar browsing preferences.
The solution? More user data to create better segmentation. Which means you can then send more targeted, relevant Klaviyo campaigns.
The advanced Klaviyo integration
With Yieldify’s advanced Klaviyo integration, you can send substantially more user behavior data to your Klaviyo list than with Klaviyo alone – and could increase your remarketing revenue by as much as 820%.
Save more subscriber data in your Klaviyo profiles
1. Capture custom events
With Klaviyo you’re already capturing a lot of data on your subscribers – demographic data such as their names, email addresses and phone numbers, as well as behavioral data such as emails opened, products added to basket or orders returned.
With Yieldify’s advanced Klaviyo integration you can go one step further: capture custom tracking events. With custom events, you get to capture the subscriber data that’s most valuable for your remarketing campaigns.
Track a subscriber’s behavior and pass events to their Klaviyo profile to trigger highly segmented Klaviyo flows
A custom event could pass data to a subscriber’s Klaviyo profile when they:
Hover over product photos on a category page. They’re probably in the consideration phase. If they exit, you can send a browse abandonment email with the products they hovered over.
Exit the page after browsing the page for e.g. more than 60 seconds. They’re most likely developing an interest in a product and would welcome an abandonment email to help them resume their journey.
Become inactive on the payments page. They might be hesitant about checking out. They could benefit from an email highlighting your Buy Now Pay Later options, payment encryption and data compliance.
Move to a different browser tab. They could be comparing prices on a competitor’s website. A discount email could persuade them to complete their purchase with you.
Select an option from a dropdown menu e.g. a travel destination. You can be pretty sure they’re considering traveling to that city. Add them to your city guide email sequence.
User exits after spending e.g. 60 seconds on a page and triggers your browse abandonment email
As long as the data is in your site or sits in your data layer, there are hundreds of custom events you can pass to your subscribers’ profiles with Yieldify’s Klaviyo integration.
The result? You’ll build up your subscribers’ Klaviyo profiles with the most important data and send your customers Klaviyo campaigns that feel like they were made just for them.
2. Capture how your subscribers interact with your Yieldify personalization campaigns
If you sign up for a full package with Yieldify, you’ll get access to the advanced Klaviyo integrationand to Yieldify’s complete range of personalization tests.
That means you’ll get all the benefits of Yieldify personalization, be able to track how your subscribers interact with those personalization tests and send them relevant, segmented emails.
When subscribers share their product interest by tapping one of multiple CTAs on an overlay, you can assume they’re interested in that category. You can then engage that audience with an email or SMS follow-up promoting products from that category.
When a user taps the “Best Sellers” CTA in your Yieldify overlay, send them a follow-up email with your Best Sellers
A high returns rate can be one of your biggest costs. When subscribers add several sizes of the same item to cart, you can automatically display a “Size Guide” campaign with Yieldify. You can then trigger a Klaviyo flow to send those users a customer service email with size advice.
A subscriber adds several sizes of the same item to cart, triggers a Yieldify campaign with a “Size Guide” video, then triggers a Klaviyo flow with size advice.
When you send more responsive messages, you’ll get happier, more loyal customers.
Drive as much as 820% more revenue with personalized remarketing flows
With the advanced Klaviyo integration, capturing the subscriber data that’s most valuable to your brand means you’ll segment your audiences even better, and better segmentation means you’ll send more relevant Klaviyo campaigns. In turn, more engaging messages drive increased revenue. You could lift your remarketing revenue by as much as 820% with more personalized messages.
Ecommerce marketers at brands like yours trust the advanced Klaviyo integration
How to get started with the advanced Klaviyo integration
To start driving more remarketing revenue with the advanced Klaviyo integration, speak to a member of the Yieldify sales team today.
Whether they’re established or emerging brands, ecommerce companies typically face three major challenges:
They aren’t generating enough email & SMS leads
Consumers are browsing but they exit without submitting their contact details. Either the ecommerce team haven’t managed to set up lead capture forms or users aren’t responding to them.
Their conversion rates aren’t high enough
The ecommerce team is seeing good traffic levels. But they’re struggling to turn session numbers into orders.
Their average order value (AOV) is too low
The website is converting visitors into customers. But the team needs to increase basket value to hit revenue targets.
There are several personalization platforms that solve these problems. They’ll help you grow your email & SMS database. They’ll help you boost conversion rates. They’ll help you increase your average order values.
Before analyzing 10 of the best website personalization tools and providers on the market, it’s helpful to define exactly what we mean by website personalization.
What is website personalization?
Website personalization is the process of delivering a tailored experience to website visitors based on demographic, psychographic, geographic or behavioral information as well as which stage of the customer journey they are at.
Website personalization is powered by a wide stack of software tools that helps businesses to gather data on their visitors, segment them, target them, automate, and more.
How to Choose the Right Website Personalization Tool
Website personalization tools come in many flavors – which is why it can be so difficult to select the right one for your site.
In a nutshell, a good website personalization tool will allow you to optimize your onsite experience in different ways for different audience segments. That way you can better engage your key customer groups with experiences personalized to their onsite preferences and behaviors.
Content management systems (CMSs), customer relationship management systems (CRM tools), and marketing automation tools offer some basic forms of personalization. But if you want to understand your core audiences better and offer more nuanced website personalization, you’ll need to use a specialist personalization tool.
But before you narrow your search for a personalization tool, you need to ask yourself three things:
What are your core goals – do you want to increase conversions, email open rates, AOVs?
What do you want your brand to achieve with personalization?
Do you have the bandwidth to manage a personalization platform yourselves or do you need account management and technical support?
After you’ve defined your criteria, now’s the time to look at the tools that fit your needs. To help you decide on the best website personalization software and provider for your team, I’ve put together an in-depth, comprehensive post that compares each product’s features.
Disclaimer: Yieldify is our product. We’ve done our best to present the information fairly because we want to help you make an educated decision but we’re especially proud of what we offer. We’ve seen it transform conversion rates, lead generation and revenue for so many brands – large and small – all over the world. You may have seen we use the Yieldify platform and services on our own website too. Learn more here and schedule a call with an advisor.
Yieldify is a full-service digital customer experience platform. It helps you deliver personalized experiences to your different customer segments, boost conversions and improve the performance of your digital marketing channels.
Many personalization providers limit the results you can get from lead gen. They might display the same form design for every visitor. Their forms might not be mobile-friendly. They might keep disrupting users who’ve already given you their details.
With Yieldify’s multi-layered lead capture, you can personalize your lead gen forms for different kinds of consumers at different stages in their journey, whether they’re on mobile, tablet or desktop.
For example, you can set one lead capture form to show for visitors the first page they land on, another form later in their journey if they dismiss the first one, and then pause lead capture for visitors whose details you already have.
Instead of a lead capture strategy that’s blind to your users’ behavior, Yieldify’s responsive multi-layered lead capture can help you turn more of your traffic into leads.
Two of the most common obstacles to conversion are customer indecision and distraction. There are plenty of ways Yieldify can help clear these conversion rate roadblocks.
To help move hesitant visitors from product page to order confirmation page, look no further than Yieldify social proof campaigns – our clients typically see some of the highest uplifts in their conversion rates here. For example, campaigns that highlight popular products or recent purchases by other customers all give users a convincing reason to check out.
Whether it’s Instagram, Slack or a phone call, consumers also leave websites at the smallest distraction. With Yieldify campaigns you can keep your visitors engaged: a selection of countdown timers, progress bars and basket reminders can drive customers to check out more often and more quickly.
I’ve seen how much of a game-changer it can be for ecommerce businesses to increase their average order values. With Yieldify personalization, it’s easy to incentivize your customers to add more to cart – whether it’s a personalized upsell notification, a progress bar telling customers about the free delivery threshold, or an overlay spotlighting Buy Now Pay Later options.
For example, one of our sportswear clients, a globally recognized footwear and apparel brand, increased AOV by 26% with an upsell experience that drove customers to add more to cart at checkout.
It can take weeks – if not months – to design, build and launch personalized campaigns with your in-house or outsourced teams. With Yieldify, you can launch new campaigns in as little as 24 hours.
Once you’ve decided on your next campaign, a Yieldify graphic designer in your time zone will use your brand guidelines to create design assets for you.
And since campaigns run code-free thanks to the Yieldify tag, you can get campaigns live without using up your developers’ time.
The takeaway: with market-leading service – Yieldify has a G2 rating of 9.7/10 for Quality of Support – and a no-code setup, you won’t get high-quality on-brand campaigns live faster with any other personalization provider.
Cut your abandonment and bounce rate
Keeping your visitors on site is a relationship-building exercise. But before you can build a relationship with them, you need to understand who they are and how they behave.
This is one of the first things your account manager will help you do when you start with Yieldify. They’ll analyse historical activity on your website to give you a comprehensive breakdown of user behaviour, including when, where and why your visitors are exiting.
For new users, bounce and abandonment usually comes down to a lack of brand awareness. With Yieldify’s educational experiences – such as personalized in-page banners that spotlight your USPs, product features and core values – you can show consumers what defines your brand, build trust and see bounce rates drop.
For returning users, it’s typically a case of when – not if – they’re going to buy, so exit-intent promotional experiences and discount codes are key to keeping them on site.
But that’s not all. Social proof experiences, tab browser notifications, lead capture overlays and custom-made questionnaires are all effective at cutting abandonment.
For example, many customers head for the exit when faced with too much choice. Many of our beauty brand clients typically run questionnaire experiences to ask customers to share their skin type, complexion and age. The customer then gets directed to the products most relevant to them rather than bouncing.
The takeaway: By optimizing landing pages to engage visitors better, you’ll connect customers with your brand and stop them leaving your site prematurely.
Improve your return on ad spend (ROAS)
Acquiring customers via paid marketing is usually not cheap. Thanks to Yieldify’s audience segmentation technology, you can maximize your ROAS by tailoring experiences for users arriving from your paid channels.
For example, many Yieldify clients run lead capture campaigns personalized for visitors landing from Google Shopping, social media ads and affiliate links. That way, they can improve UX, generate more leads and bring more of their paid traffic back to site later.
You can also use Yieldify’s promotional, gamified and traffic-shaping campaigns to convert more of your paid traffic into customers and lower your cost per acquisition.
The takeaway: your paid channels are probably your most expensive traffic source. Make the most of your ad spend with Yieldify’s audience segmentation.
Improve your customer journeys
Personalization platforms are also ideal for optimizing your site’s UX. But you can only get good outcomes here if you’re capturing long-term data on your website visitors using the right technology.
With Yieldify’s server-side cookies, you can store customer data for up to 365 days. With many of our competitors’ personalization platforms, you use third-party cookies to store user data. But:
30% of consumers browse on mobile using Safari
third-party cookies only get stored for 7 days on Safari
That means you’re potentially missing out on a lot of customer data to respond to and offering as many as 30% of your users a sub-optimal UX.
The most obvious example is to compare the experience of new and returning users in the context of your lead capture strategy.
With third-party cookies, a visitor who has already signed up to your mailing list will see your lead capture forms again after 7 days. Why? Because the platform treats them as a new visitor again.
With Yieldify’s server-side cookies, you can store 365 days of customer data, so you won’t – for example – interrupt returning visitors with the lead form you give your new visitors.
The takeaway: combine Yieldify’s approach to cookies, audience segmentation and long-term user profiles, and you’ll reliably give your users a better website experience.
What our customers say about us
“I’ve worked with Yieldify for three years and believe they have the best-in-class personalization and conversion rate optimization platform.”
Digital & Ecommerce Manager
“We’ve seen a massive 51% reduction in bounce rate. The data doesn’t lie! There’s no doubt that Yieldify has helped our business.”
Senior Product Manager
“Yieldify helped us to achieve our target subscriber numbers with strategic suggestions: +60,000 subscribers increase in 6 months!”
Senior Digital Marketing Specialist
“Highly recommended if you are looking for a great ecommerce solution without spending hours with devs and A/B Testing. A very powerful tool.”
Digital Marketing & SEO Manager
“Yieldify’s extensive range of targeting options and flexible campaign formats means we can create a personalized experience for every type of user.”
Head of Marketing
“Easy to work with, fast with responses and campaign updates and ideas. Always on the front foot and proactive.”
Want to find out more?
If you’d like a preview of the results you could achieve by personalizing your website with Yieldify, feel free to schedule a discovery call here. One of our advisors will be delighted to share more about increasing your website performance.
Google Optimize is a split testing and website personalization suite capable of syncing with the rest of Google Marketing Platform. Available as a free (Optimize) or paid enterprise product (Optimize 360), it plugs into your website and lets you run experiments, segment your visitors, deploy personalized experiences, and more.
For example, you can run A/B, multivariate or redirect tests on your website and determine the winning variant. From there, Optimize 360 lets you deploy the “champion” permanently on your website or target it at a specific audience. By integrating with Google Ads, you can also personalize pages to get higher Quality Scores.
The main benefits of Google Optimize are that (part of) it is free, it’s easy to deploy and requires minimum tech-savvy, so your marketing department can run website personalization experiments without heavy involvement from your tech support team.
Proof (also known as Useproof) is a self-service web personalization tool that offers two types of products: Experiences and Pulse. The former is centered around landing pages that creates a visual editor overlay of your website, thanks to which you can personalize text, images, CTAs and more without having to change your code. Pulse is focused on displaying social proof messages.
Proof offers audience segmentation based on customer journey stage, industry, company size and more. At the moment, it doesn’t seem to offer any remarketing or product recommendation functionality.
Sleeknote is a web personalization tool for the ecommerce and retail sectors. With friendly pricing, a variety of pre-made templates and formats, it seems to be ideal for self-sufficient marketers. In other words, if you’re entirely comfortable setting up experiments and reporting on their findings, this may be a good tool to start with.
Sleeknote allows users to create personalized experiences for desktop and mobile, set up product recommendations, and offers audience targeting and triggering functionality.
Personyze claims to offer the full suite of tools for deploying web personalization and product recommendations throughout the customer journey, i.e. from website landing pages to email drip campaigns.
What stands out is Personyze’s targeting functionality, which claims to target based on more than 70 user attributes, such as real-time behavior, geo-location, weather, social data, internal search, form input, and more. If you’re really keen on trying out creative targeting combinations, this tool could be the answer.
VWO is another website personalization tool that blends software and services together. It offers a set of different products from A/B, multivariate, and split URL testing to web push notifications, session recordings, heatmaps, and so on. Due to the variety of products, you can purchase bundles depending on your needs. Its services side offers data analysis, implementation and management of campaigns.
Fresh Relevance is a personalization platform focusing on ecommerce. The platform includes all the typical website personalization solutions, from product recommendations to visitor segmentation and remarketing. What’s interesting is that Fresh Relevance also extends to social media, allowing users to integrate real-time feeds with user-generated content into emails and on their websites.
Besides the platform, Fresh Relevance also offers strategic services that will take care of personalization strategy mapping, customer segmentation, technical integrations, reporting and more.
WebFX is a full-service digital marketing agency that specializes in everything from SEO services for websites and marketplaces to PPC advertising, content marketing, analytics and more. Part of its offering includes UX and website design, which is where website personalization comes in.
Depending on the plan you choose, you can get behavioral, firmographic or real-time personalization with custom designed content blocks and reporting. If you’re looking to revamp your website, WebFX are well placed to help.
FROM is a digital transformation agency offering a “uniquely collaborative approach to innovation.” The agency offers a variety of services, starting with mapping customer journeys and optimizing customer touchpoints. They also go beyond website personalization with a full product development service as well, such as apps and games.
ZAG Interactive is a responsive website design and web development company based in Massachusetts, US. Their services roster involves everything from analytics and strategy creation to the implementation of personalized web experiences. The agency also offers remarketing services as part of its pack. ZAG typically works with banking and credit unions.
Website personalization FAQ
What is personalization software?
Personalization software is a tool that allows ecommerce teams to customize their websites in response to customer characteristics and behaviors to improve customer experience.
How do I personalize my website?
There are many ways you can personalize your website including content, product recommendations, special offers & more.
How do you implement personalization?
Your CMS may allow you to implement personalization but most of the time you will need software or tools that can be integrated into your website.
Want to find out more?
If you’d like a preview of the results you could achieve by personalizing your website with Yieldify, feel free to schedule a discovery call here. One of our advisors will be delighted to share more about increasing your website performance.
Building an active and engaged email list should be a top priority of every website owner. But how do you do it? When it comes to email list building, there are several tools out there that can help you do this. We’ve analyzed the top 12 and how you can use them.
Never underestimate the power of building an engaged email list. This list will be the first to receive special offers, blog posts, webinar invitations, new product launches. They will be loyal fans, brand advocates and therefore highly likely to convert.
If you’re actively sending traffic to your website it could be argued that this is of little value if they aren’t transacting with you or at least giving you their contact information.
From pop-up customizers, to lead magnets and even marketing automation software, it’s never been easier to quickly build an email list.
You just need the right tools to do so. Here are our top picks:
With over 3.9 billion daily email users registered and 47% of marketers stating that email marketing is their most effective marketing channel, it’s obvious that email list building is now an essential requirement for any modern business.
In a study by DMA, they found that 91% of marketers rated email marketing as an important part of their marketing strategy.
By actively building your email list you’re building an audience that wants to find out more about you and stay up to date with your latest offers and news. These are essentially “warm” leads that have a much better chance of converting than a brand new click from a Paid Search ad.
When you build your email list you’ll be able to consistently find new leads, nurture prospects, and eventually convert visitors to customers.
While building an audience on Facebook or LinkedIn is a quick way to get in front of potential customers you’re essentially “renting” the audience. But by building your email list they are yours and can become one of your greatest fixed assets.
This is because email marketing is one of the best ways to nurture an engaged audience. This engagement is what boosts business revenue through increasing customer lifetime value.
Yieldify is a fully managed personalization platform that helps ecommerce businesses generate more revenue by engaging their customers with personalized experiences. Their lead generation functionality is a highly rated feature that will help you build your email and SMS lists.
Fully managed service
With a fully managed service, Yieldify’s service team will handle your list building strategy for you. You’ll get expert support from a dedicated account manager as well as a team of graphic designers, technical engineers and quality assurance specialists.
Together they’ll help map out your strategy, set up and monitor campaigns, and optimize performance.
“Even though we have a very complicated funnel, the entire Yieldify team – including product, design, and engineering – have worked with us to help increase conversions. Stellar team!”
Jennifer, G2 Verified User
Custom, on-brand forms
Yieldify’s graphic design team will create forms for you with custom copy and creative to match your brand guidelines – on mobile, desktop and tablet.
You can also add custom elements to your forms – including free text fields, radio buttons and dropdown menus – to capture visitor data such as gender, preferred products or clothing size.
Yieldify’s audience segmentation functionality lets you reach different customer groups by setting custom combinations of targeting and triggering rules. That way you can direct your list building campaigns to the right customers at the right time with the most tailored messaging.
Their targeting and triggering rules are comprehensive, including segmenting by new vs returning visitors; referral URL; session number and time on page.
A/B and A/B/n testing
Yieldify’s A/B and A/B/n testing engine lets you test up to 5 different list building forms against each other at the same time. That means you can settle on the best performing optin messaging, design, placement or incentive faster and drive the maximum number of sign-ups.
Integrations Yieldify integrates with all major email service providers (ESPs) and SMS providers so you can be sure your leads get saved in your database. They also have an advanced integration with Klaviyo – which you can read about here.
Pros of Yieldify
Count on expert service: Yieldify’s service team is second-to-none in the lead capture and personalization industry. Read their G2 reviews to see what their clients say
Capture 20% more leads: You can generate 20%+ more leads on average with their layered lead capture feature vs a standard lead capture approach
Run personalized campaigns: Improve your user experience and maximize sign-ups by using segmentation to adapt your optin forms to different stages in your customer journeys
Gather comprehensive data analytics: Gain deep insights into your customer behavior with Yieldify’s customer journey reports (called Sunburst charts) as well as their in-depth campaign reporting
No developers needed: With their easy-to-integrate tag and no-code campaigns, you can get your first list building tests live within 14 days – no developers required
Mailchimp is an all-in-one marketing platform that helps you grow your email lists with unlimited free sign-up forms.
Customization: The plugin allows you to create targeted landing pages, overlay popups, and embedded sign-up forms within your ecommerce platform – and automatically integrates the designs with the brand theme.
Personalization: All of Mailchimp’s user-created landing pages, popups, and sign-up forms are personalized to maximize conversions.
Segmentation: Users can be categorized into relevant campaigns based on their behavior.
Integrations: Mailchimp integrates withWooCommerce and many other ecommerce platforms.
Pros of Mailchimp
Highly versatile: Mailchimp’s list building tool is suitable for freelancers, startups, mobile apps, developers and ecommerce brands
Award-winning support: Mailchimp’s support team is available 24/7 to guide users through platform problems and queries
Free version: You can trial Mailchimp’s basic features with their cost-free plan
Cons of Mailchimp
Complicated interface: Mailchimp’s interface is not the most intuitive and can be difficult to navigate
Limited reporting: At its price point, Mailchimp’s reporting capabilities are lacking sophistication
Mailchimp’s pricing is tailored to the size of your contact list. Pricing for Mailchimp’s premium package starts at $299 per month. They also offer a free version with their most basic features.
Specifically designed for ecommerce, Klaviyo is an email service provider with a focus on marketing automation.
A/B testing: Optimize your optin forms by running tests to determine the most effective messaging, design and placement for your audience.
Segmentation: Groups users by their behavior, open rates, bounce rates and demographics such as age and location.
Adaptive forms: Set your forms to pop up in the middle of the browser window, sit at the side of the page or open via a small widget.
Social integrations: Seamlessly integrates with Facebook to maximize social media marketing.
Pros of Klaviyo
Shopify integration: Shopify customers report a seamless experience integrating with Klaviyo
Template library: Choose from 50+ ready-to-customize templates that have been optimized to build subscriber lists
Cons of Klaviyo
Customer service: Some clients have been disappointed by the speed and quality of communication from Klaviyo’s support team
Steep learning curve: Klaviyo’s self-service platform is relatively complicated and takes time to learn
Klaviyo’s pricing is tailored to the size of your contact list. Prices range between $35 and $1970 per month for Email and SMS packages, but you can trial Klaviyo for free if you have less than 150,000 contacts.
Hello Bar is a popup tool that creates exit-intent popups, timed popups, and floating signup bars to convert more visitors into leads.
Customization: Choose from hundreds of pre-built themes, or customize any element of the sign-up form to align with your brand. Hello Bar’s design assistant tool also matches colors, fonts and styling with your website’s design.
Targeting: Increase your email lists by targeting visitors based on their location, traffic source, time and more.
Tracking: Create custom reports with the data you need to measure performance effectively.
Pros of Hello Bar
Seamless integration: Hello Bar’s one-click installation requires no code. It easily integrates with WordPress, Shopify, Mailchimp and other platforms and tools
Variety of popups: Every Hello Bar plan gives customers access to five different types of popups
Cons of Hello Bar
Customer support: Hello Bar have a detailed knowledge base to answer customer queries, but there is no access to telephone support
Hello Bar packages range from $0 to $99 per month.
Self service (Enterprise package is fully managed)
4.3 out of 5
From $49 per month
Email & SMS
4.6 out of 5
From $99 per month
Self service (Enterprise package is fully managed)
Email & SMS
4.5 out of 5
$13.99 per month
4.2 out of 5
From $37 per month
Choose the Best Email List Building Tool for Your Business
The right list building tool for your business depends on your objectives, budget and bandwidth. If you need a fully-managed platform with market-leading features, Yieldify is a perfect solution to help you drive more email and SMS subscribers. Either way, I hope this blog has helped you find a tool that meets your requirements.
If you’d like a preview of how you can build your email and SMS lists with Yieldify’s fully-managed, all-in-one personalization platform, feel free to schedule a discovery call here. One of our advisors will be delighted to share more.
Email List Building Tool FAQs
What is a list building tool?
List building tools are software solutions that help ecommerce businesses drive more email and SMS subscribers into their databases. To increase long-term sales and revenue, list building tools primarily use pop ups to acquire contact information from website visitors. If you want to secure more email and SMS leads, speak to Yieldify’s sales team.
What are the top email list building strategies?
While there is no one-size-fits-all email list building strategy, it’s important to incentivize sign-ups using tried and tested techniques including:
– Discounts –Free gifts –Gated content
You should also make sure your sign-up forms are visually appealing, adapt to customer journeys and don’t interfere with the user experience.
Find out the key holiday marketing statistics from peak season 2020 and discover our top tips to beat the Q1 slump.
2020 was truly a year for change, especially when it came to the eCommerce sector.
With COVID-19 acting as a strong catalyst for growth, retailers witnessed website traffic and consumer demand reach unparalleled levels. This was amid a monumental shift in shopping behavior as the world’s population became locked down at home in a bid to control the coronavirus.
With this in mind, we felt it fair to assume that peak season was likely to be one for the record books. So, in October Yieldify commissioned a research study, gathering opinions from 400 eCommerce leaders and 2000 consumers* to predict what might happen in the coming holiday season.
In this blog post, we’ll explore how those predictions matched up to reality. Starting with the top 5 holiday marketing statistics and takeaways:
1. Despite an uptick in website traffic to eCommerce stores, conversions decreased by 2% year-on-year. Thus, underlining the crucial need to deploy conversion rate optimization tactics. (Data source: Yieldify)
2. Consumers continued new exploratory shopping habits. 58% of Cyber Weekend purchases were made by new visitors vs the 29% predicted, which presents a retention challenge to retailers post-holiday season. (Data source: Klaviyo)
3. Higher consideration was given to online purchases this year, averaging 6.3 online sessions vs 5 in 2019. With more touchpoints to contend with, customer journey mapping will be more relevant than ever. (Data source: Yieldify)
4. Discounts declined in value and popularity in 2020 with 5% fewer emails featuring discount-related subject lines and 30-39% discounts yielding the most consumer interest. Proving that marginal sacrifice, while effective, is not critical to success. (Data source: Yieldify & Klaviyo)
5. Finally, email marketing proved a crucial channel for Cyber Weekend. Over 165 million emails were sent on Black Friday alone, which were directly responsible for 537,000 orders placed. This adds emphasis to having an effective lead capture strategy all year round. (Data source: Klaviyo)
A season of higher clicks but lower conversions
In line with all expectations, consumers hit eCommerce websites hard over the holiday season and sales skyrocketed.
So yes, opportunities were rife to significantly increase revenue. But this placed retailers under intense pressure to make outstanding first impressions with their new audience or risk abandonment.
Overall, eCommerce websites saw a 2% decrease in conversions, suggesting that not every onsite customer journey was up to the task.
The holiday marketing tactics that did work
While it’s true that overall conversions decreased, there were a whole host of tactics that eCommerce retailers deployed successfully.
In fact, the results for 2020 further highlighted the importance of having the right marketing tactics and conversion rate optimization strategy working together. It’s clear that success simply cannot be guaranteed from sheer acquisition alone.
Back in October, our predictions showed that marketers placed high importance on email and website personalization to drive conversions. Now let’s take a deeper dive into how these tactics worked out for brands during the holiday season.
Over Cyber Weekend, email activity for eCommerce brands was off the charts. Record volumes of emails were sent to consumers and Black Friday proved the most popular. Klaviyo emails hit over 165 million inboxes in a single day.
And the result? Just short of 5 million orders were placed during October and November. All of which can be directly attributed to those emails sent.
Klaviyo’s client, Angel Jackets, echoed this sentiment. They saw great success from their ‘step into the New Year in Style’ email campaign.
“Email marketing worked out great for us. We use Klaviyo for email promotion. We sent a year-end email to our customers and mentioned – step into the New Year in Style. Not only the sales were good, but the click rate was also above expected.”
Top tip for Q1: Make money while you sleep by using marketing automation for welcome emails, abandoned cart reminders, and more. Then, hone your approach through A/B testing, experimenting with different content, subject lines, or timing of emails in a series.
One particularly effective way we saw retailers driving urgency and in-session conversions was utilizing countdown timers.
This worked because many holiday visitors were shopping with a date in mind and were mindful of delivery delays as a result of COVID. This made counting down to delivery deadlines an incredibly effective tactic to nudge procrastinating gifters to convert.
By targeting users that had an item in their basket with a campaign visual such as the above, conversions increased by 8.5% on average.
Top tip for Q1: Effective conversion rate optimization (CRO) depends on segmenting and targeting accurately. Use behavioral segmentation to combine dozens of attributes to effectively launch messages that move your user towards conversion.
Getting more juice from the squeeze of each customer interaction
Simply put, the post-purchase experience is arguably just as important as the initial conversion. This is the key opportunity for brands to capitalize on that initial success, encourage repeat purchases, and drive higher customer lifetime value (CLV).
While 42% of Cyber Weekend purchases were made by repeat buyers, a huge 58% were made by first-time visitors. This presents a challenge post-holiday season of turning those visitors into long-term loyal customers who, according to Barilliance, are:
65.2% more likely to add an item to cart than a first-time visitor;
73.7% more likely to convert than first-time visitors;
Projected to spend 16.2% more per transaction.
A tactic that we saw used successfully to do this was triggering campaign messaging on the confirmation screen as shown in the below example:
By targeting users at the very last point of the purchase journey, retailers could encourage repeat purchases while still in-session.
The ultimate goal here is to dissuade the customer from leaving your website for as long as possible by capturing their interest at the exact moment where you have the customer’s full attention.
On average, 4% of users converted a second time, while still in-session, when shown a variation of the above message.
But what about AOV?
When you consider that the average order value for eCommerce retailers decreased by $7 across the holiday season 2020 – a boost of 16.2% from returning visitors sounds particularly enticing.
And increasing AOV for both new and returning users can be as simple as featuring a progress bar.
Progress bars are a great way to help shoppers track their acquired offers, and encourage them to continue spending more to get more.
Brands that deployed this tiered tactic not only increased AOV but also saw uplifts in conversions. Thus, making it a perfect tactic to bring through to Q1 strategies.
Top tip for Q1: Lifetime value might center around what a customer does on your website, but making sure that they return is half the challenge. Use email Remarketing to send smart, behaviorally-determined cart abandonment emails to ensure that you’re always front of mind.
Have we witnessed the death of the discount?
Following on from the tactics that worked, next, let’s look at the effectiveness of the messaging used – specifically discounts.
In our peak season analysis, we predicted that approximately 30% fewer brands would be offering discounts.
And for those that did, the discount amount was projected to be less than in previous years. The most popular discount levels for 2020 came in at 11-20% and 21-30% off.
These assumptions were supported by a post-holiday analysis of the email subject lines sent through Klaviyo during peak season.
While discount messaging was still popular, 5% fewer discount-orientated emails were sent. Also, across October and November, the percentage of non-discount focused subject lines came in at 69.8% and 63.8% respectively.
But did this Scrooge-like take on discounts pay off?
According to our latest data insights, yes!
Looking at the average click-through rate and average incremental click sales uplift, it is clear that offering 30-39% was the sweet spot to hit. This was far less than the stereotypical 70-80% off headlines seen in previous years. In fact, interest steeply fell when retailers offered 40% off or more.
As we move into Q1, more and more brands are starting to move away from margin giveaways, and with consumer demand remaining strong for eCommerce it’s hardly a surprise.
But what other incentives can retailers use?
Ultimately the answer to this will vary from brand to brand and the challenge is to experiment until you find the one that works best for your audience.
In the below example of our client, female fashion retailer Petal & Pup, incentivize visitors to share their email address in exchange for email alerts of new arrivals.
With 100’s of new styles being added to the website every week and the nature of fast fashion, where items sell-out exceptionally quickly, this messaging is spot on for their audience.
In just three months, Petal & Pup achieved a 116% increase in leads captured per week. Thus, supercharging new customer acquisition to fuel future email engagement.
Another solution for avoiding margin sacrifice unless absolutely necessary is switching up the exact time at which discounts are being presented. For example, try running tests across different points of the customer journey such as upon exit intent or upon a certain number of sessions instead of upon entry. The results might just surprise you!
Top tip for Q1: Many eCommerce retailers deploy thresholds on their sites, encouraging users to spend a little more to unlock discounts or perks such as free delivery. The problem is that many users never see them. Use content personalization to bring these messages front-and-center at the ideal moment.
After reviewing our selection of holiday marketing statistics, the tried and tested solution to overcoming the Q1 slump is simple: Effective customer journey optimization that combines both website personalization and email marketing together with one clear goal – revenue.
With visitors spending more sessions on-site before converting, the number of touchpoints has risen. To succeed, you need to optimize these touchpoints to encourage conversions, shorten the purchase cycle, and secure the all-important next sale. Ideally, without the need for a discount.
As the world continues to change throughout 2021, one thing is certain and that is that further change is coming for eCommerce retailers. Ultimately, it will be the retailers that can react to evolving consumer trends the fastest, with proven marketing strategies such as those we referenced, that will see the best results.
Happy 2021 everyone!
* 3 online surveys were conducted with a panel of potential respondents. The recruitment periods were 8th July 2019 to 31st July 2019 and 31st July 2020 to 21st August 2020. A total of 400 respondents completed the first two surveys. 200 respondents residing in the UK and 200 respondents residing in the US. Only senior marketers or eCommerce directors at retailers with an eCommerce presence were eligible to take part and complete the survey. A total of 2000 respondents completed the third survey. 1000 respondents residing in the UK and 200 respondents residing in the US. All questions within the survey were verified to be MRS compliant by a marketing research company specializing in online and mobile polling.
Do you have a robust consumer-focused marketing model? What does your customer journey look like? Can you tell me about re-engagement paths?
Let’s set the jargon aside for a moment and think about jam instead. To make jam, you need fruit and a whole lot of sugar. You boil the sugar and the fruit together for a set amount of time, and then you pour the hot mixture through a funnel into sterilized jars, which you seal to secure your confection.
“I didn’t come here to learn to preserve raspberries!” I hear you, “How does this relate to eCommerce?”
The answer? It’s all in the funnel.
Your business is a Mason jar, and consumers are the jam. You need a sales funnel to bring them in, and we’re going to teach you how to create one.
In this article, we’ll learn about:
The buyer’s journey.
Typical barriers to purchase.
The four main stages of a sales funnel.
How to optimize each part of your marketing model.
By the time you reach a conclusion, you’ll be a pipeline marketing maven.
Let’s get started.
What Is an Ecommerce Sales Funnel?
Simply put, an eCommerce sales funnel is a visual representation of your customer journey. Consumers enter the top of the sales funnel and move down, stage by stage until they (hopefully) become repeat customers.
Some consumers slide through the funnel quickly, going from a lead to a fan in the blink of an eye — they see something they want; they buy that thing; they become a brand advocate. Other consumers navigate sales funnels like three-toed sloths, taking months or years to reach your checkout page.
So, which consumers do you target? The answer: both. If you craft your sales funnel carefully, it’ll act as an effective conduit for quick decision-makers and procrastinators.
Every business has a unique sales funnel — but basic pipeline anatomy stays the same across the board. If you sell low-cost items (for example beauty products, apparel, toys, or pet products), your sales funnel will probably be fairly short. Why? Because the cost won’t be such a barrier to purchase. Using the same logic, if you’re in the luxury market (high-end watches, expensive jewelry, cutting-edge tech, or vehicles), your sales funnel will likely be longer.
Do You Need a Sales Funnel for Your Online Store?
In short, yes — you absolutely need a sales funnel for your online store.
Winners keep score, and successful businesses invariably think about where their customers come from. A well-planned sales funnel can help you drive traffic to your site, improve your conversion ratio, build your customer base, and grow brand awareness.
You need data to build a funnel. Before you begin, think about where your leads usually come from. Do people interact with your company on social media? Can you capture consumers via Facebook or Twitter ads? If you figure out where your potential customers “live,” you can target them appropriately and usher them into the top of your pipeline.
4 Stages of an Ecommerce Sales Funnel
We mentioned the sales funnel structure earlier. Now we’ll look at four main funnel components, and then we’ll talk about tactics you can use for your funnel optimization.
1. Awareness stage.
Consumers in the awareness stage are brand new on the scene. They found out about your company via Google (this is where SEO tactics pay off), or a paid Facebook ad, or an influencer. Are you a legitimate company, or are you running a scam? Do you sell a product they might like? Do they have a problem you can fix? These folks don’t know yet.
You need to make a great first impression — and fast. You need to educate these folks about your business and favourably position your brand. Think of yourself as a gardener: this is the seed-planting phase of your marketing plan.
Tactics to try out:
Use social media: Social media sites aren’t particularly effective e-commerce sales platforms, but they’re fabulous places to find new leads. Sites like Facebook, Twitter, and Instagram offer two main marketing tools: paid ads and pages, or profiles. You can use both avenues to grow brand awareness and boost your business success.
In a recent survey by Blue Fountain Media, 90% of respondents said that social media helped them gain considerable exposure for their companies. Search engine rankings, brand reputation, inbound traffic, conversion rate, and brand loyalty all improved after social media marketing campaigns.
“Successful companies in social media function more like entertainment companies, publishers, or party planners than as traditional advertisers.” – Erik Qualman.
Create ranking blog content:Starting a new blog is a fantastic organic marketing strategy. You don’t need a massive advertising budget to create high-quality content — you need to find your unique brand voice. Consumers regularly subscribe to blogs they find interesting, and they share posts they find relatable. If you produce good content and position yourself as a thought leader, you’ll naturally drive traffic to your eCommerce site.
Blog posts make great advertorials, too. In a nutshell, advertorials are advertisements disguised as editorial content. They read like journalistic articles and blend in with host sites — magazines, blogs, online newspapers — where they explain expensive or complicated products. Successful eCommerce companies often use affiliate blogs as advertorial hosts.
Create look-alike audiences for Facebook ads: When it comes to your marketing efforts, big data is your friend. Imagine marketing your product to 100,000 clones of your best current paying customer. Science fiction? Actually, no. Facebook Lookalike Audiences make it easy to find people whose characteristics match your existing consumer base.
You begin with a source audience — a custom group you create with page fan, pixel, or mobile app data. Facebook AI analyzes that source audience and then delivers your Facebook ad to a brand new similar audience. Hello, increased conversion rates.
2. Consideration stage.
By the time they reach this juncture, consumers know who you are and what you sell. They’ve identified a need — a “pain point” — and they’re looking for solutions. They begin to think about buying your product. They might decide to subscribe to the RSS feed on your blog or your newsletter. If you offer a paid content upgrade, you’ll see an uptick in interest at the consideration stage.
This is the mid-funnel phase. You have to work a little harder to get results — a call to action won’t cut it here — but you’re one step closer to checkout. You need to show these people customer testimonials, curated product descriptions, and other compelling content.
Tactics to try out:
Utilize social proof: What is social proof? It’s essentially peer pressure wrapped up in a tasteful bow. Tooting your own horn is one thing, but when real consumers praise your product, you gain genuine street cred. Trustpilot or Google reviews, on-site testimonials, and social media comments are all forms of social proof.
For best results, display as much positive social proof as you can on each product page. Respond to complaints and tackle customer service issues promptly to build a good reputation. The more successful you look, the more successful you’ll become.
“When people feel insecure about something, they look around for validation. Show them that other people trust you.” – Francisco Rosales.
Optimize product pages: Great product pages drive conversions. According to a recent study by eCommerce experience platform Salsify, consumers across the board expect to see at least six good-quality images and two videos per product. Use crisp, clear, professional-looking images, and make sure they’re optimized for online use so that they load quickly.
To bump up your SEO strategy, write unique product descriptions — and make them interesting and relatable. Begin sentences with action words; tell readers how your products will improve their lives.
If applicable, use drop-down lists and radio buttons to make customization intuitive. Make essential information (dimensions, shipping costs, etc) easy to find, and end with an enticing call to action (CTA
3. Purchase stage.
Consumers in purchase limbo want to buy — but they’re not 100% convinced they want to buy from you. Not yet, anyway.
Your job at this stage is to make the decision as easy as possible for them. You need to prove that you’re better than the competition: you offer better products, or better shipping options, or better aftercare, or better prices.
Try adding an exit-intent popup to your page. These clever little ads appear when consumers try to leave your site: offer a discount, free shipping, or a time-limited bundle proposal to give your average conversion rate a lift.
Tactics to try out:
Reduce checkout friction: Evaluate your checkout process. Is it frictionless? Are there nasty surprises lurking in the shadows? A 2019 survey by the Baymard Institute found that half of the customers abandoned their shopping carts because of unexpected shipping fees and other unplanned expenses. A further 21% left because they found the checkout process too long and complex.
Nix hidden postage costs, enable an easy-to-navigate payment gateway, and, if you can, offer a variety of alternative payment options — PayPal, Apple Pay, Klarna, and cryptocurrency. Encourage account creation at this stage, too. Eliminate as many form fields as possible, and only ask for essential information.
If website visitors don’t complete checkout, send them abandoned cart emails enhanced with coupon codes.
4. Retention stage.
Your sales funnel doesn’t end with a customer’s first purchase. Repeat customers are an invaluable part of eCommerce success — after all, it’s much cheaper and easier to retain a customer than to attract a new one. This vital, final part of the marketing pipeline keeps your consumer base coming back time and again.
Points-based loyalty programs, value-driven client accounts, subscriber-only special offers, and periodic customer retention email series all help maintain a healthy connection. If you run a larger company, consider using a customer relationship management (CRM) platform to nurture rapport.
“Loyal customers — they don’t just come back, they don’t simply recommend you: they insist that their friends do business with you.” – Chip Bell.
Tactics to try out:
Implement cross-sells and upsells: Don’t be afraid to use personalized email marketing to offer existing customers upsells, cross-sells, and add-ons. You can use your subscribers’ purchase histories to hone product recommendations, reach out, and ask for feedback. Many big-name brands send follow-up emails every 30 days — not too often, but not too infrequently, either.
Many popular SaaS eCommerce platforms support loyalty plugins. To get started, simply install the app, tailor your loyalty program, and promote it as much as possible. Many eCommerce retailers also create referral programs.
Best Practices For your eCommerce Sales Funnel
Let’s end this guide with a sales channel strategy best practice recap. Implementing these tips will help you maximize conversions on your site:
Make sure your navigation is easy to follow: Create easy-to-use menus that take customers where they want to go. Optimize your site search to help visitors find the products they’re looking for.
Make it easy to buy: Streamline your checkout, eradicate unexpected shipping expenses, and offer consumers multiple payment options (PayPal, Apple Pay, Klarna, and cards).
Remove hesitation: Erase as many barriers to purchase as possible. Offer free shipping and free returns, answer presale questions with a chatbot, and display security badges in a prominent location.
eCommerce Funnel FAQs
What is an eCommerce funnel?
Simply put, an eCommerce sales funnel is a visual representation of your customer journey. Consumers enter the top of the sales funnel and move down, stage by stage until they (hopefully) become repeat customers.
How do you create a sales funnel for eCommerce?
There are 4 main stages to an eCommerce sales funnel. Awareness, Consideration, Purchase & Retention. You need marketing activity specifically designed to fuel each stage of the funnel, and naturally, move people through each stage.
To create an effective sales funnel, you have to understand how each part of the buyer’s journey works — and why. A well-planned marketing pipeline can help you gain new leads, retain existing customers, and build brand awareness for a brighter future in ecommerce.
Business intelligence tools and analytics can help you understand which marketing tactics are the most successful for building a strong sales funnel.
If growing your email database is top of the agenda for 2021, you need to start utilizing squeeze pages.
These particular type of landing pages are a great way to quickly build your email list in conjunction with other list growth solutions
If you’re completely new to squeeze pages, then this guide is perfect for you! We detail everything you there is to know about squeeze pages and look at some of the best examples from leading eCommerce brands, including PlayStation, Karen Millen, Subway, and others.
A squeeze page is a type of webpage that is used solely to collect contact data from website visitors. The page “squeezes” information, such as email address or phone number, by offering a single conversion action.
In order to persuade visitors to share their personal data, squeeze pages often feature some type of incentive: A special offer, discount, access to exclusive content or community.
Squeeze page vs landing page: What’s the difference?
In a nutshell, a squeeze page is a stripped-down version of a landing page. But it also serves a slightly different purpose:
A landing page is created to inform and can feature several conversion actions, eg: email opt-in, content download, product purchase, etc.
A squeeze page is created solely to generate email or SMS opt-ins.
Now, that doesn’t mean that a squeeze page equals a signup form. These pages still feature the typical elements of a landing page, such as heading, value proposition, social proof, etc.
What squeeze pages don’t usually offer is deeper navigation into the rest of the website. In other words, when you land on a squeeze page you have only two options: To convert or to exit. On a typical landing page, you’re allowed and even encouraged to navigate to other pages, including the website’s homepage.
Here’s a typical landing page layout:
Compare it to a typical squeeze page design: The latter contains a single call-to-action, does not offer deeper navigation, and puts all the focus on getting that email opt-in.
Do squeeze pages really work?
You may be wondering: But why wouldn’t I want to restrict visitors from navigating to other parts of my website?
The simple answer is that by eliminating distractions, such as links to other pages, you force the visitor to focus on the message and offer that’s in front of them right now.
As a business, of course, you need to make a conscious decision when to use squeeze pages and when are you better off with a typical landing page. The usage really depends on your campaign goals.
One such example could be a fashion brand that’s running a PPC campaign to draw attention to its newly launched newsletter. A typical landing page can feature the opt-in form, but it will also have lots of other distractions. So you’ll be better off optimizing the post-click experience to include a single conversion action: Get people subscribed to your newsletter.
Another scenario would be a wine merchant offering a free wine tasting guide as a download on their website. The download can surely be initiated via a single signup form or an email capture overlay, but chances are you need a bit more space to explain the value of downloading this free guide.
A squeeze page here serves the purpose of providing more details about the guide, and also effectively squeezing the desired information, i.e. email address, from the visitor.
5 real-world examples of eCommerce squeeze pages
Now that we’ve covered some theoretical scenarios for when squeeze pages can benefit eCommerce, let’s take a look at real-world examples. The below come from a variety of eCommerce brands: From beauty to fashion to electronics.
As part of its Black Friday marketing strategy, beauty brand Malin+Goetz ran a giveaway campaign enticing people to “play their cards right,” or, in other words, unlock prizes by joining the brand’s mailing list. The prizes ranged from £5 off your next order to miniature samples.
The campaign was effectively promoted via multiple channels, from social media to email. It featured a responsive squeeze page that rendered well and was easy to use both on desktop and mobile.
Once the visitor has chosen their card and unlocked their prize, Malin+Goetz also sent a reminder email containing a unique code to redeem the prize. The email naturally includes a nudge to start shopping for the holidays with links to their best offers.
Notice how cohesive this entire campaign is across channels and devices. It’s simple yet effective, because the visual identity and the messaging stays embedded in the consumer’s mind.
Key takeaway from Malin+Goetz: Keep your squeeze page design cohesive with other assets, and copywriting to-the-point.
Here’s another Black Friday example, only this time from the fashion industry.
A well-known retailer, Karen Millen, capitalized on the influx of peak season traffic by creating a squeeze page inviting people to sign up for Black Friday deals alerts and the possibility to win £500.
To add a sense of urgency and encourage users to sign up they have also added a live countdown timer to enforce the message of missing out. Again the design is simple with one email capture field.
Key takeaway from Karen Millen: Use interactive elements, such as countdown timers, to instill urgency.
The launch of PlayStation 5 was a highly coveted event in the gamer community. Recognizing the high demand, Sony created a way for people to “register their interest” in the new console ahead of its official launch.
Whilst the squeeze page design is rather bare bones, this is still an effective way to collect customer data with little to no friction.
Key takeaway from PlayStation: Include enticing, high-quality imagery of your products.
Shavekit utilized a couple of smart engagement tactics to get their website visitors to convert. Besides their simple and straightforward homepage, the brand also uses a browse abandonment overlay to stop people from leaving their website.
This particular overlay leads the user to a perfectly-crafted squeeze page.
Shavekit use bright and attention-grabbing imagery and feature the sign-up form above the fold where it gets the most eyeballs.
They also break down the unique selling points of their product into easily digestible bits. Even at a glance, the visitor is receiving all the information they need to know that could tempt them into subscribing.
To persuade visitors further, Shavekit also makes sure to include social proof from real-life customer reviews, supported by their social media handles. Plus, a quick FAQ section aims to remove additional signup barriers.
Key takeaway from Shavekit: Include social proof (reviews, testimonials, trust badges, etc.) to instill trust in your visitors and make it easier for them to convert.
Finally, let’s take a look at a squeeze page that is geared towards SMS opt-in.
Subway wants to keep their customers engaged with their latest offers, and to do so, they’ve created a simple squeeze page to get people to sign up to SMS notifications.
Starting with a high-impact hero image that clearly explains the offer, to a further incentive (6-inch sub for $2.99) down the line, Subway makes it clear for people to opt-in.
How to design a high-impact squeeze page: Best practices
To make your squeeze page is highly converting and correctly optimized, there are some best practices to follow. Ensure your squeeze page includes:
1. An enticing value proposition. If visitors don’t feel that they will benefit from your offer, they won’t engage. Make sure your squeeze page makes the value proposition clear and enticing. Keep the details concise so that they’re quick to understand, but try and include as many persuasive or unique selling points as possible.
2. Social proof. Social proof can be included on squeeze pages to instill FOMO, or to reassure customers that the exchange is worth doing. Testimonials and reviews can be added that highlight happy customers’ feedback, as can social proof counters such as “X loyal members and counting,”, or “X people downloaded in the last 24 hours.”
3. Keep it brief. A squeeze page should only contain an encapsulating headline, three or four bullet points that highlight the benefits of your proposition, and a one or two field form designed to capture email addresses without distraction. Providing too much information and too many visuals can overload your visitors with information and be detrimental to your list building efforts.
5. Obvious CTA. Squeeze pages should contain no more than one call-to-action and it should be clear but also creative. You can opt for something simple like “Subscribe” but also for something a bit more whimsical, like “Join the VIPs.”
3 tools to help you create squeeze pages faster
InstaPage: InstaPage is a dedicated landing and squeeze page builder offering over 100 already made and highly optimized page templates. Pages are easily created with a drag and drop builder and items such as buttons, headlines, images and videos, and different length forms can all be added.
ClickFunnels: ClickFunnels gives various funnel options optimized for lead capture, sales, event, and even membership funnels. However, most notably ClickFunnels includes a Squeeze Page Funnel option. This option collects visitors’ email address, then directs them to a further Thank You page when sign up is completed. The editor is drag and drop, so the pages are simple to create and can contain customizable elements like headlines, images, input forms, and video widgets.
PageWiz: PageWiz is designed to be a versatile page builder that allows for the easy creation of various marketing pages including lead capture pages and landing pages. The landing pages come with pre-installed A/B testing tools, which supply real-time stats to help you identify which pages are converting. PageWiz stands out from the crowd with its built-in lead management system. A section dedicated to leads compiles leads generated from your page, as well as sending them to your chosen email service provider.
Squeeze pages are useful list building tools that can help eCommerce retailers capture email addresses in a way that overlays and pop-ups cannot.
Squeeze pages are versatile, meaning they can be deployed for a number of different campaigns. Merchants could set up a squeeze page to entice visitors to sign up for loyalty programs, just as travel agents could direct their audience to download supplementary guides.
Make sure the benefit of converting is clearly and concisely displayed, then ensure that you deliver on it once a visitor has entered their email address. Provided you offer something of value and you follow our tips, your squeeze page will elevate your conversions.
An email sign up form is the first thing you need to consider when implementing a list building strategy for your business. Here we share 7 secrets that will help you create high-converting email forms and exponentially grow your subscriber base.
Across industries, the average email sign up rate varies between 1.95% and 4.77%. Whilst the numbers may seem small, there’s a lot that goes into making that 3% difference.
Factors such as the number of fields or the types of fields featured on an email form can make a huge difference in its conversion capacity. For example, Omnisend research suggests that sign up forms with three fields have the highest conversion rate averaging 10%. Similarly, forms that asked for an email and name converted higher (7.41%) than those with email and birthdate (5.73%) or email and gender (5.93%) fields.
These numbers simply go to show that how you present your email sign up form, and the information you ask for, really matters. If you haven’t been able to achieve success with your forms so far, don’t worry! We’ve got plenty more information to share – just keep on reading.
A quick recap…
? What is an email sign up form? An email sign up form is used to collect first-party customer data, most notably email address, name, phone number. This data is then used to provide relevant email communication from the brand to its subscribers.
7 steps to a high-converting email sign up form template
The harsh truth is that the process of creating a sign up form can be as easy or as difficult as you’d like it to be.
On one hand, you can always use an embedded sign up form on your webpage footer. It’s not going to drive an incredible amount of new subscribers, but it’s quite an easy, nonintrusive way to get that occasional email into your database.
However, for a truly powerful email form that beats average conversion rates and gets your eCommerce store visitors excited about subscribing to your list, you will need to go the extra mile.
Not only does your form need to work from a technical standpoint, it needs to be visually appealing, trigger at the right time as to not irritate the user, offer an enticing value exchange, and also be trustworthy enough so that people don’t feel wary of handing over their personal information.
Below you’ll find our best practices for creating an email sign up form that converts.
1. Balance your form fields
We’ve already established that the number of form fields is an important factor in designing an effective email capture form. But how do you choose which fields to include and which ones to ditch?
The answer lies in your campaign goals.
For example, if your goal is to keep people updated with your company’s blog content, the only data that you really need is an email address.
However, as an eCommerce business, you might want to keep people updated with new product arrivals or recent promotions. In order to deliver personalized email communications, you’ll need more data than just an email address: The subscriber’s name, gender, location, category interest might all be super helpful.
Lastly, if you’re promoting a loyalty program to your returning customers and your sign up form ultimately leads to account creation, you might want to include additional fields that will help you personalize the loyalty program.
Here’s an example from Sephora. In order to sign up for its Beauty Insiders program, visitors need to input their first and last names, email address, phone number, birth date, ZIP code, and create a secure password.
One thing to caveat here is that while single-field email sign up forms generate more leads, longer forms tend to generate higher quality contacts. A prospect who is willing to fill in five or more fields is likely to have higher purchase intent and thus convert faster.
Fewer fields = higher volume of leads. More fields = higher quality leads.
2. Provide value exchange
The vital part of any successful acquisition campaign: The value proposition. To make your website visitors hand over their precious personal data, you need to show them why it’s valuable to them.
Thankfully, eCommerce brands can approach this in several different ways. Your value props can range anywhere from small discounts, to convenient product notifications, exclusive community benefits, interesting content, and more.
Yieldify worked with the pizza behemoth Domino’s to create high-impact list building campaigns aimed specifically at new and abandoning website visitors.
Customers who were set to abandon their shopping cart were prompted with a 25% discount overlay that featured a single-field email sign up form. This simple tactic captured over 58,000 new email leads and increased Domino’s conversions by 13%.
Why such a success? Domino’s campaign not only featured a significant incentive, it was also timed perfectly to match the website visitor’s behavior. A person who was hesitant to convert in-session is now happy to do so and hand over their personal data in exchange for a juicy discount.
Always remember – you don’t have to sacrifice your margins to effectively grow an email list. Our internal data suggests that email sign up forms without a discount still have a decent 3.8% opt-in rate when compared against the slightly higher 5.9% opt-in rate of those with a discount.
Form with a discount = 5.9% CR Form without a discount = 3.8% CR
3. Choose the right CTA
A great value proposition must be followed by a strong call-to-action. One way of crafting effective CTA phrases is to write them from your reader’s point of view, highlighting the instant benefit they’ll receive from acting.
Benefit-oriented power words such as create, explore, join, save, and upgrade can replace archaic click, submit, and subscribe. Consider changing plain call-to-actions like “Subscribe now” into engaging CTAs like “Get instant access” or “Save money now!”
See this creative example from our client Moscot. As a five generation family-owned business, they’ve chosen to make their call-to-action a bit more personal by inviting website visitors to “Join the family.”
You can also write in first-person to make the CTA buttons even more engaging. Instead of “Sign up” you could say “Sign me up!” or “Enroll me!”
Here’s an example from Mavi Jeans. The brand uses a Facebook Messenger integration to connect with its visitors on social media. The button copy says “Send this to me” speaking directly from the visitor’s perspective.
4. Create an eye-catching design
Email sign up forms don’t have to be void of creativity and limited to the confines of a box.
Unorthodox formats, eye-catching visuals, and interactive design elements, such as images or GIFs, can help break the ice between your business and the website visitor, especially if you can insert humor or brand personality. Here’s a (inconclusive) list of ideas on how to make your form designs really stick out:
Use interactive content, such as video or GIF in your form.
Use gamification, such as wheel of fortune or scratchcard elements.
Turn your form into a quiz.
Use transparency and shadows to make your form pop off the page.
Add social proof (eg. Join 10,000 subscribers) to instill trust.
Include drop-down menus and/or radio buttons to learn more about your subscribers.
5. Consider the overall user experience
Whilst it’s really important that your visitor sees your form, it’s also imperative that it doesn’t distract from the rest of the user experience.
Sign up forms that forcibly deter the visitors’ attention, for example by appearing as full-screen modals covering the content underneath, are often perceived as annoyances and therefore can do more harm than good.
At Yieldify, we always advise our clients to opt for a harmonious approach that compliments the customer journey. Here’s an example of how we did this working alongside Australian chef, Teresa Cutter, for her website The Healthy Chef.
When performing the initial website analysis, our experts realized that The Healthy Chef’s blog content was highly engaging but rarely facilitated conversions. To make use of this premium spot without interfering with the content, we deployed a floating button campaign.
The button would appear at the bottom left corner of the screen offering a 10% off discount. Once clicked, the button would extend into an overlay. that featured an email sign up form. The subtle approach reached a 54% increase in email sign-ups!
The lesson here is to identify high engagement and conversion areas of your website and to think outside of the box with your email capture form placement.
6. Pick your timing
Just like the placement of your email form, the timing needs to be right too. The basic rule is: Don’t jump the gun. Email sign up forms that appear at inconvenient times can distract your visitors from performing higher value conversions, such as adding an item to the cart or finishing a purchase.
Here are some of the timing parameters available at Yieldify:
Upon page load, i.e. immediately when someone lands on a page.
Upon % of page scrolled, i.e. when someone scrolled a certain percentage of the page.
Upon time on page, i.e. when someone spent a certain amount of time on the page.
Upon click or hover, i.e. when someone interacts with a pre-defined element on the page.
Upon pages visited or number of sessions, i.e. when someone interacts with your site on multiple occasions.
Upon exit intent, i.e. when someone indicates they’re about to exit the page.
Upon rapid scroll, i.e. when someone quickly scrolls through your site (typically on mobile). See an example below…
In order to pick the timing that works for you, you will likely have to go back to your campaign goals. If you’re running a “welcome new users” campaign, then triggering the sign up form shortly after arrival makes sense. However, if your goal is to collect emails from highly engaged visitors, you’ll want to wait until they’ve browsed around a bit.
Similarly, if you want to incentivize visitors without hurting your margins, showing a form with a discount code only to visitors who are about to exit the page is the best way to go about it.
3-5 targeting criteria is the sweet spot for a high email submission rate.
7. Comply with privacy regulations
Privacy policies and mentions of other legalities can help your forms convert. In the age of GDPR, CAN-SPAM, and CASL users from Europe, the United States, and Canada come to rely on these acronyms to reassure them that their data will be handled confidentially and correctly.
Ensuring your forms and email practices are compliant can help remove barriers associated with handing over personal information. Make sure you get consent from your subscribers and offer them transparent ways to opt-out from marketing communications.
Get inspired! 4 email sign up form examples from eCommerce brands
Madewell: Great call-to-action
Fashion eCommerce brand Madewell has many different list building tactics deployed on its website, but we’d like to pay attention to the humble embedded email sign up form located in the brand website’s footer.
The form is super clean with only one field. However, it brings extra personalization into the mix by asking subscribers to choose which product groups they’re mostly interested in: women’s, men’s, or both? But the main reason we chose this example is the headline, which acts as a call-to-action.
Madewell instills trust by stating they take “email-making very seriously” and go even further by linking to an email preference page, which allows subscribers to manage the communications they receive from the brand.
Kathy Kuo Home: Amazing incentive
As part of its holiday eCommerce marketing strategy, our client Kathy Kuo Home created an exciting 12-day giveaway. Complete with a custom landing page, the giveaway is also teased on the brand’s homepage using a subtle sticky notification.
This is an incredible strategy to supercharge your email list: It is topical, beautifully designed, and offers a set of amazing incentives in return. From a business perspective, this is also an effective way to keep your brand top of mind and introduce new subscribers to your product range.
Student.com: Perfect timing
Student housing provider Student.com makes great use of exit-intent technology to recover browse abandoners with a perfectly-timed email capture form.
The form has a strong call-to-action offering to alleviate the visitor’s pains by solving their accommodation needs: All they need to do is subscribe! The form also transparently showcases the subscription process by using a progress bar.
Liquid IV: Memorable design
Yieldify client, electrolyte drink mix manufacturer Liquid IV, does a great job at communicating the drop of their limited edition strawberry flavor by featuring it on the hero image and the email capture form as well.
Although simple in its format, the sign up form is beautifully designed with a high-quality background image showcasing the product and a contrasting call-to-action button that follows the brand design guidelines.
How to build an email sign up form?
Now that we’ve covered the best practices and looked at some examples from innovative eCommerce brands, let’s see what are the easiest way to go about building an email sign up form. Generally, you can choose from the following options:
Form builders, such as Paperform or Typeform.
Email service providers, such as Klaviyo or MailChimp.
Fully-managed personalization solutions, such as Yieldify.
Form builders are great for businesses that are on a budget and want to test the waters before committing to a more fully-fledged list building tool. Similarly, lots of email service providers (ESPs) and customer relationship management software have native email sign up form builders.
In summary: Why nailing your email sign up forms is so important
Email lists are essential tools for any business. It’s the best way to reach your customer base, introduce them to your brand, sell products and foster long-term relationships. But to begin that process, you must get your email sign up form right.
At Yieldify, we’re witnessing the benefits of high-converting email forms first-hand. Our clients see an average of 10-25% database growth, with some reaching as much as 116% increase in the leads captured. Not to mention the increased AOV and CLV that email marketing brings over time.
We hope this article was useful and enables you to create super high-converting email sign up forms. If you want to test your email capture strategy further, take our quiz and get more tips on how to improve!
80% of consumers say they are more likely to shop with brands that provide a personalized experience. So how do you get started with content personalization and what are some good examples for eCommerce? Read our blog to find out…
There has been explosive growth in eCommerce in recent years, with total eCommerce sales projected to reach 19.2% by 2024, a near 10% jump from 2018. However, this rosy picture is not without its thorns.
Mobile connectivity, while a godsend for consumers, can be a real challenge for retailers trying to meet – and exceed – customer expectations.
Take a look at the picture below… Not so long ago, the dissatisfaction from receiving an order like this would’ve ended with a couple of disgruntled remarks to the restaurant employee. Today it’s a whole different story: A Tweet sent out to hundreds of followers, a negative Yelp or Google review, a scathing article in some pop media outlet, or even a petition (yes, those happen!) can appear within seconds and tarnish the brand reputation for years to come.
In fact, according to Salesforce research, 67% of respondents said their standards for good experiences are higher than ever. Modern consumers expect consistency, immediate and responsive service, but above all – personalization.
In the same survey, 84% of customers said being treated like a person, not a number, is very important to winning their business. A successful online store today must not only curate high-demand products or services but also provide tailored shopping experiences and personalized content.
Let’s dive deeper into content personalization and learn from practical eCommerce examples that are leading the way in personalization.
What is content personalization?
In a nutshell, content personalization is the process of tailoring content that is visible to the customer based on their profile or preferences.
To illustrate with a basic practical example, imagine landing on an international website and having the content displayed in your native language. Ultimately, a well-crafted content personalization strategy means two friends could be looking at the same website and see different information.
There are a variety of ways to implement content personalization on your website, but they usually come down to customizing based on the following types of data:
Demographic data – demographic data includes factors such as age, gender, race, education, employment and income information, marriage status, etc. Knowing this eCommerce businesses can show different promotional offers to single parents vs retiring couples.
Contextual data – Gartner defines contextual data as “any relevant facts from the environment.” When talking about content personalization, this can mean things like device or browser that is used, geographic location and weather conditions, social media interactions, etc.
Behavioral data – behavioral data refers to the information gathered from the activity on the website and is usually related to purchasing and usage behavior, occasion and timing, benefits-sought, loyalty, etc.
Customization vs personalization
Slightly different but often mixed into the same pot with personalization is customization. Customization is different from personalization in that customization is actively done by the user (think of actions like filtering or sorting on a results page), whereas personalization happens to the user based on rules predetermined by the business.
Think of it this way: You adjusting your screen brightness at night is customization. Your smartphone automatically recognizing the time of day and setting your screen to night mode is personalization.
The two are interconnected, however. A customer who’s always choosing to filter items by Low-High price might be categorized as price-sensitive and thus shown different personalized content than someone who filters the other way around.
Here’s an example from Bombinate, an online store for highly curated menswear clothing, furniture, and interior decor sourced from European craftsmen.
The brand is aware that it attracts various audiences and not all offers will be equally relevant. While on their website people can navigate to chosen categories themselves, it could pose a challenge to personalize communications via other channels, such as email. Bombinate found a solution.
When you sign up, you get to choose your email preferences to tell Bombinate whether you’re interested in home and furniture, men’s fashion, or both. You can also set the frequency of emails so you get content that you want and when you want it.
You’ve explicitly customized the marketing communications that you receive from the company, but the company also gets to personalize their messaging based on this explicit data.
Why is content personalization important?
We’ve already established that consumers expect personalization as part of their shopping experience. But it’s important to understand that this need is not self-inflicted.
On the contrary, online consumers are targeted by a neverending stream of promotional messages, which makes the process of shopping rather overwhelming. Studies have shown that having too much choice can be a turn off to shoppers. The term “overchoice” or choice overload, coined by Alvin Toffler in his 1970 book Future Shock, describes how people can experience cognitive impairment when presented with too many options.
According to the Kellogg School of Management, one way to combat choice overload is to help customers narrow their options based on their preferences. People like the idea of hundreds of options but only want to be presented with the best and most relevant to their needs when it comes to decision-making. Personalizing the content on your site is the only real way to accomplish that consistently.
“Choice overload can leave you dissatisfied with the choice you made, what is often described as ‘buyer’s remorse.’ Or it can even lead to behavioral paralysis, which Bockenholt explains as a situation ‘where people are faced with so many choices that they can’t decide among them and make no choice at all.'”
Here’s a good example for financial services. A study performed by Columbia University Business School professor Sheena Iyengar featured 800,000 employees across 647 companies who were offered retirement packages that had either two options, or 59 options. When offered two options, there was 75% participation, with 59 options participation dropped to 60%.
So if before you might’ve been the only online retailer selling freshly roasted coffee beans to coffeeholic in your area, chances are you aren’t anymore.
What’s more, you mustn’t delude yourself that you’re only competing with other coffee roasters in your area. Globalization means that shoppers can have their coffee shipped from almost anywhere else in the world in a matter of days. And don’t forget about replacement competitors, such as energy drinks, caffeine tablets, concentrates, et al.
7 inspiring content personalization examples for eCommerce
Aveda is a popular beauty brand with a significant online presence. One of the key things in providing a good user experience for Aveda is to match their products to specific concerns that a customer might have.
However, problems arise when even the customers themselves don’t really know what those concerns are. Is my skin dry or dehydrated? Do I have scalp irritation or is normal to have itchiness here and there? In the store, this would be as easy as having a consultant take a look and decide what’s what. But online it’s a whole different story…
To prevent customers from buying the wrong product or abandoning the site altogether after not being able to find a suitable solution, Aveda has been creating a series of interactive quizzes, such as their Hair & Scalp Check.
The quiz asks 10 questions about things such as hair texture, problem areas, and desired results. Then, the algorithm cross-references your answer with 4 million possible combinations and spits out personalized product recommendations, salon treatments, as well as personalized how-to content.
Aveda proceeds to invite users to save their results by creating an account on their page and promising to “make your dream” towards having dream hair that you’ve fantasized in the quiz a reality.
2. Petal & Pup
Petal & Pup is an online fashion brand that despite its small team and limited resources were able to deploy multiple personalization solutions on their eCommerce website.
By simply landing on their homepage, you can immediately notice some personalization tactics in place. For example, Petal & Pup offer website visitors to search their website by using voice control. This is particularly helpful if a lot of their visitors are using mobile devices, or if the brand has intel that their shoppers prefer to do it this way.
Another easy-win personalization tactic is currency. Petal & Pup have offices in Los Angeles and Brisbane, however, they sell globally and their website is able to recognize a visitor coming from the United Kingdom. Displaying product prices in the visitor’s currency removes the unnecessary burden of having to calculate conversion and see whether they can afford the product or not.
But Petal & Pup don’t stop there. Working with Yieldify they’ve deployed specific messaging for their loyal customers. To facilitate new conversions, the brand highlighted new arrivals based on their previous purchases. This tactic resulted in a 17% conversion rate uplift from returning customers.
Alo Moves offers online yoga, fitness, and meditation classes, and is part of Alo Yoga, an online retailer of workout wear. The reason why Alo Moves deserves a spot on this list is because they’re exceptionally dedicated to content personalization.
First, every new Alo Moves’ user journey begins with an onboarding survey. This is where you can set your preferences, such as classes you’re interested in, your experience level, your goals, and even your favorite teaching style so that you’re matched up with the best possible instructor.
Once you’ve established your preferences, Alo Moves will go on to tailor their website content to match your choices. For example, this is what their homepage looks like to a logged-in user who’s expressed interest in yoga at the beginner-intermediate level:
Alo Moves recommends daily classes at beginner to medium difficulty.
Alo Moves reminds the user of classes they’ve started watching but haven’t finished.
Alo Moves understands that someone’s interest in yoga could mean they’re curious about meditation and mindfulness too.
They also recommend niche takes on yoga, like Hygge Yoga or Yoga for Golfers.
Back in 2017, adidas made headlines by announcing the launch of their mobile app built around Salesforce technology to deliver personalized shopping experiences to their increasingly young customer database. The app was introduced as a means of achieving adidas’ 5-year goal to generate €4 billion from digital commerce by 2020.
The app is a replica of adidas’ online store but also has custom features like a news feed of personalized video content and articles, customized product recommendations, services chatbot, wishlist, curated gift guides, and more. The app is also supposed to get smarter and learn more about the user as they go:
“The app gets to know the consumer’s sport and style preferences and learns from his or her behavior and interaction with adidas across all our digital touchpoints.”
Joseph Godsey, Head of Digital Brand Commerce, adidas
Rocksbox is a a jewelry subscription service that offers highly curated pieces to its membership base. According to Chanel Li, VP of Business Operations at Rocksbox,“Every single item we recommend to our customer, every single physical piece we put into a customer’s hand, we’ve specifically picked out for that customer.”
Rocksbox operates based on shoppers building their style profiles. This is done via an online survey and browsing through the company’s extensive wish list to mark your favorite pieces. Then, Rocksbox stylists sift through all the data points and curate a personalized jewelry box.
Another nifty feature Rocksbox offers to stand out from the competition is wishlisting on social media apps. Once you connect your Instagram profile to your Rocksbox account, you can wishlist items directly on Instagram and the company’s algorithm will sync them to your profile.
This creates a seamless experience for the user. And the results speak for themselves – the #wishlist idea quadrupled the brand’s following on Instagram and the overall approach to personalization has led to an $8.7 million investment.
Common personalization myths you need to ignore
So far we’ve established what content personalization is, why it matters to modern eCommerce businesses, and how some of the industry innovators are using content to personalize their shopping experiences.
Last step in our guide is to debunk some of the most common myths surrounding the personalization practice.
Myth: Personalization is not very effective
Truth: According to Epsilon, 80% of consumers are more likely to shop with brands that provide a personalized experience. Personalization has been proven to positively affect online user experience, which in return yields higher conversion rates, higher AOV, better retention, and CLV. You can see proof of that on our case studies page.
Myth: Personalization is too invasive
Truth: Personalization can be too invasive, but it doesn’t have to be when done right. In fact, 83% of consumers in an Accenture study said they don’t mind giving away their personal information in order to receive a tailored experience. What’s important here is that businesses understand the value of that information, collect and store it complying with government regulations, and ultimately act upon it in a way that’s relevant to consumers.
Myth: Personalization ROI is impossible to measure
Truth: Personalization as a concept might be elusive, but its performance is highly trackable and measurable. To prove personalization success at Yieldify, we use incremental revenue reports that basically show how much more money you’ve generated thanks to deploying personalization strategies on your site.
Myth: Personalization requires a big budget
Truth: The good thing about personalization is that it’s not a cookie-cutter marketing tactic. What works for one brand might not work for another. Same way, where some brands can invest millions to develop complex machine learning personalization solutions, others can achieve just as good an impact by deploying simple content personalization tactics like email sign up forms, exit-intent overlays, dynamic coupons, etc.
Truth: The level of technical expertise needed to execute a personalization strategy will really depend on how sophisticated you want to get, and also the personalization technology that you choose. For instance, if you go with self-service solutions, chances are you’ll need to summon some help from your website developers. However, with a fully-managed service like Yieldify, all your personalization tactics are done for you by their team of account managers, designers, technical engineers, and data analysts.
Don’t let your content be drowned out by the competition. Here are five simple but effective techniques to create compelling eCommerce content that engages and converts your customers.
The internet has never been more important than it is now. The COVID-19 situation led to a massive increase in online sales, driving eCommerce platforms forward faster than ever: In three month’s time, U.S. eCommerce achieved 10 year’s worth of growth!
On the flip side, standing out from the competition has never been more important – or more difficult.
Some 24 years later, content is still the reigning king when it comes to standing out in a saturated market. And with eCommerce getting more crowded than ever before, quality eCommerce content is what can help you cut through the competition and straight into customers’ hearts (and pockets).
Using personalized content in your sales cycle is an effective method to persuade prospects into converting, customers into returning, and loyalists into promoting your business through word of mouth.
Keep reading, and you’ll find out what eCommerce content to create in order to drive more visitors to your website and effectively convert it into paying customers.
5 types of eCommerce content that boosts traffic and sales
1. Educational content
Educational content is arguably the most important type of eCommerce content your business can create. Why? Because it allows you to answer audience questions about your brand and products before they are even asked: Why is your product better than others? How much does it cost? What are the benefits it provides?
Search Engines such as Google or Bing can provide these answers in related search phrases or commonly asked questions sections that appear when you search for your target keyword.
Let’s say you type in a search query “button-down shirt” – the SERP will show related searches, such as “button-up shirt vs button-down shirt” and “button-down shirt meaning.” What this tells you is that people want to know the difference between button-up and button-down shirts, as well as the origin of the term. Use this knowledge to create content that answers these queries and positions your business as a problem-solver in the customer’s psyche.
Alternatively, sites such as Answer the Public, an online keyword tool that collates autocomplete data from various search engines, can present relevant phrases and questions users are searching around your keyword.
In fact, when it comes to educational content, the playing field is vast and far-reaching. You can write texts, shoot videos, draw illustrations, etc. Each has positive and negative sides, so the best approach is to mix things up. Below are some of the most popular types of educational eCommerce content that your business can make use of:
Text-based educational content
Text-based content is the most common way of informing customers about products and their uses. You can’t sell anything without some form of textual content: Product name, description, care guidelines, etc.
The length and breadth of the text usually depend on the product itself. For example:
If you’re selling white goods (various home appliances and other electrical goods), lengthy poetic texts aren’t going to get you anywhere. All your customers want to see are product specifications, price, customer ratings, potentially some kind of comparison chart;
Whereas if clothes are being sold, feel free to include descriptions that highlight the product’s comfort, unique design details, various styling options, real-life examples from customers who purchased in the past, etc.
The ultimate goal of educational eCommerce content is to provide more details about the product, how it works, and its benefits. A great example is ProFlowers – a US-based flower retailer who created an entire Florapedia® to provide their customers with in-depth flower guides.
Included in the Florapedia is their 151 Types of Flowers Common in the U.S. list complete with images, seasonality, soil needs, and more. When you hear marketers reference high-quality content this by far is one of the best examples to illustrate what they mean!
The results of this piece of content speak for themselves as well. A quick look into Ahrefs shows this piece bringing in over 16,000 visits every month.
Visual content (photos and images)
We all know the old saying about an image being worth a thousand words. The same applies to content marketing. Attention-grabbing product images can attract new customers right away, while the text provides more information.
About 60% of customers are attracted to images or presentations showing why they need the product and how it helps. This is because, according to research undertaken by the conglomerate corporation 3M, visuals are processed 60,000 times faster than text. This allows your storytelling to gain speed, potentially helping consumers to move through their decision making faster.
A fine example of this is outdoor brand Jack Wolfskin who uses high-quality shots of their clothing items in action accompanied by clear product photography showcasing the item in more detail. This allows customers to picture themselves owning the item, as well as research their unique qualities.
Infographics are really a mix of text-based content and images. They are perfect for reaching out to a specific niche audience by showing statistical data, timelines, trends, and tutorials. Infographics provide relevant information that is easily shared across other websites and social media. You should aim to make infographics around topics and questions related to your industry. These can address common myths, or even tips that can help potential customers.
Take a look at this example from Dreams, a UK supplier of beds, mattresses, and other sleep equipment. The infographic highlights common problems people face whilst trying to get to sleep and provides actionable tips to overcome these.
Videos are still a big thing in digital marketing. Technology giant Cisco projected that by the year 2022, online video will be responsible for 82% of all consumer internet traffic – 15 times higher than the amount in 2017. Their predictions are only supported by findings from Hubspot, who discovered that 72% of customers would rather learn about a product or service by watching a video.
Their reason for becoming one of the most used methods of promoting products in the near future may be related to research undertaken by Insivia which also revealed that video viewers retain 95% of a message when watching it in a video, compared to retaining 10% when reading it in a text. As video content is easily shareable across all platforms, it possesses the power to captivate people for extended amounts of time.
Primarily, eCommerce videos allow you to quickly inform customers about your products and offers, nudging them to purchase without thinking twice. However, other benefits of eCommerce video marketing include their ability to drive organic traffic if they are optimized correctly for search engines.
According to the animation studio Moovly, if a video is embedded on your website you’re 53 times more likely to rank on the first page of Google. As YouTube is also now owned by Google, uploading the right content and ensuring to have an engaging thumbnail and search-optimized titles can send traffic back to your website provided you have put the link in its description.
See UK-based folding bike manufacturer Brompton. These guys have completely occupied the top results by answering a query that’s crucial for their businesses: “fold a brompton.”
For eCommerce websites especially, videos also serve as vital tools in helping to build trust. Explanatory videos alleviate consumer fears regarding the quality of the product by allowing viewers to vicariously experience its usages and benefits, helping to sway them to a purchasing decision.
One company that does this particularly well is Yieldify client cosmetics brand Milk Makeup with their subscriber count sitting at an impressive 92K. Their makeup tutorials go down pretty well with most clearing the 20k view mark. You can see a great example of an informative and engaging video below:
2. SEO content
Driving traffic to your website is vital in ensuring eCommerce sales. Whether the traffic is paid or organic, without it, your website will not be visited by potential new customers, let alone convert.
For small retailers, organic traffic is of greatest importance because the costs associated with it are zero to none. How?
Well, to get organic traffic up you’ll obviously need to invest in some SEO tools, such as Ahrefs or Moz, maybe an SEO agency or a freelance specialist, outsource some content creation if you don’t have the resources in-house. However, the achievements gained from search engine optimization are long-lasting and don’t require an additional budget to support them.
On the contrary, a paid advertising campaign is only effective until it’s running. This means you only get exposure when you throw money at it – whereas with SEO you get money long after the initial investment.
To climb Google’s rankings, your eCommerce content must be optimized in such a way that when visitors type your target keywords into Google, your eCommerce site appears. In the beginning it can be a trial and error process, but some tips to help you increase organic traffic are:
Optimizing landing page text, website copy, blog content, and product descriptions for long-tail keywords;
Adding optimized alt-text to any product or site images;
Optimizing page meta titles and descriptions;
Adding well-written user-generated content to product pages;
Writing blogs around popular search queries;
Adding schema markup to product and landing pages.
Below we’ll detail two good examples of websites with high organic traffic. First, we have Gymshark. Gymshark is one of the fastest-growing and well-known brands within the fitness industry. Their core target market is those living an active lifestyle.
Whilst their primary target keywords may be queries such as “mens gym clothing” or “womens gym leggings,” Gymshark doesn’t limit itself to these keywords alone. As you can see below their blog section drives a considerable amount of traffic, according to Ahrefs.
As part of Gymshark’s content strategy, they target anyone who shows they are into health and fitness. You can see some examples below.
Targeting people who search for these keywords allows Gymshark to reach their target audience, provide valuable content, and build brand awareness. While these users may not purchase on their first visit, they can be retargeted with social media ads or subscribe to a newsletter and receive email nurture sequences that will nudge them to convert later.
Our second example comes from Best Buy. Their Canadian website has its own blog subdomain that targets non-commercial keywords that Best Buy’s target audience is searching for. As you can see below it also drives a large amount of organic traffic.
A lesson to take from both of these examples is to explore your niche and think of as much content as possible around it. As you can see, when you finally optimize everything, your organic traffic can provide results you never thought possible and drive 1,000% more traffic than organic social media.
3. Gated content
Gated content is content that requires any form of information submission in order to unlock it. This usually means that visitors have to leave their email address to access content that is otherwise unavailable, i..e behind a gate.
Gated content is widely used as a B2B lead generation tactic in the form of whitepapers, eBooks, reports, etc. But it might as well be utilized by B2C retailers. In fact, all those “Subscribe to get $10 off” messages can be treated as gated content in the context of eCommerce.
In terms of eBooks, this could also link back to the informational content we mentioned earlier. Creating a product guide, or a how-to eBook could be a great way to collect customers’ email addresses and build your email list. It’s also pretty simple to do using a PDF creation tool, you’ll just need to make sure the content is good!
Another way to deploy gated eCommerce content on your site is to invite customers to pre-order something. Pre-ordering is a popular tactic among musicians and brands, especially those releasing limited edition vinyl records. However, recently fashion and beauty retailers have started utilizing the pre-ordering tactic as well. Here’s an example from Typology Paris:
4. Curated and user-generated content
The content that you create about your brand, products, and services can only go so far. You need real, unbiased opinions from your customers or subject matter experts to prove the true value that your business brings.
Curated content is perfect for that. Curated content comes in many different forms: From user-generated content (UGC) like photographs, video reviews, and testimonials to magazine features, guest interviews, etc. Depending on the format, you can republish this content on your company blog, reshare on social media accounts, include in email sequences, and more.
Two great examples of curated content campaigns come from Apple and J.Crew. Both of them utilized branded hashtags and took user-generated content to another level: Apple with its #ShotOniPhone campaign that’s turned into an annual contest, and J.Crew with its #NationalStripesDay that is now bigger than the brand itself.
6. Content advertising
The concept of content advertising is commonly confused with content marketing and content strategy. However, content advertising has to do with the promotion of the content rather than its creation.
E-commerce businesses can choose to promote their content through PPC (pay-per-click) advertising options offered by Facebook Ads, Google Ads, Google Display Network, AdSense, and so on.
It’s a good way to nurture prospects without being too pushy. By using tracking pixels to know when somebody landed on your website, you can create retargeting ads and serve relevant content until the person is ready to make a purchase with you.
Target is a brand that does this quite often. Besides retargeting customers with the products they viewed, they also run content advertising campaigns promoting useful assets, such as the Stroller Guide in the example below:
There are dozens of methods you can use to increase sales, but they all come down to promotion, sharing, and advertisement. To run a successful eCommerce business, you must first gain the trust of as many clients as possible, and after that, your website will be self-sustaining, and it will generate its own traffic.
You must take care of every step in the buying and selling process to increase sales and make your brand stand out in the crowd. Connect with other websites, including high-authority resources that prove your claims, and watch as your sales go up at a steady pace. Utilize everything you can to spread the word about your product, and success will follow!
How to avoid crucial mistakes when selling luxury items online? In our blog post, we look at 5 strategies that will ensure your luxury marketing is on-point and sales-oriented.
By the year 2025, online luxury sales will have tripled their contribution to the global high-end market, exceeding $91 billion and accounting for 20% of all luxury sales made. This is because of an operating model the consulting corporation McKinsey refers to as ‘Luxury 4.0’.
In Luxury 4.0, luxury brands and retailers leverage data to better understand their customers, identify emerging preferences, and streamline the processes of transforming ideas into products.
Increasingly, online shopping and digital experiences are having greater impacts on how consumers choose to purchase luxury goods.
McKinsey estimates that around 80% of luxury items bought online today are heavily digitally influenced, with consumers engaging with up to 15 digital touchpoints in their luxury purchasing journeys.
In part, this could be attributed to the generational shift that has begun to take place throughout the luxury market. Whereas before older shoppers were the target audience of luxury retailers, newer, affluent Millennial buyers, born between 1981 and 1994, and Generation Z consumers, born between 1995-2010, are now accounting for around 40% of all luxury purchases.
In 2019 alone, Millennials and Generation Z consumers generated 100% of all global luxury industry growth.
With both generations now driving sales of luxury goods, and both having grown up in the age of constantly evolving digital technological advancements, luxury eCommerce retailers have never been better placed to take advantage of, and optimize for, the digital market.
When it comes to selling luxury goods online, there are lessons to be learned from luxury fashion retailers like Net-A-Porter and Farfetch, two brands that have both successfully embraced digital luxury retail.
Nowadays, consumers want to be treated as individuals, and this need is intensified when it comes to making high-value purchases.
One way Net-A-Porter personalize their shopping experience is by offering EIP memberships. EIP (Extremely Important People) members unlock special privileges including a personal shopper that delivers the luxury goods to a home address, waits until the products have been tried on, and then collects any items that need to be returned.
There are also pre-order services, abilities to shop new products 36 hours before they become available to other shoppers, private sales, and surprise gifts available to EIP members.
To become an EIP, however, it is rumored that members must have accrued around $70,000 in sales across a 12 month period. Incredibly, whilst Net-A-Porter’s EIP’s only make up 2% of its consumer base, they generate 40% of its sales.
Luxury eCommerce retailers can take advantage of this high-end consumer desire and follow by Net-A-Porter’s example, even if they are only a small to medium-size business.
Segmenting audiences by their lifetime consumer value and then advertising select sales or early shopping opportunities to the highest-ranked consumers could be one way to encourage other customers to make similar purchases in order to unlock the same privileges.
Alternatively, simply offering attention-focused customer service across the board could ensure your brand stands out from competitors by highlighting consumer individualism as a key-value and subsequent USP. Net-A-Porter also does this by advertising 24/7 Fashion Consultants.
When selling luxury products online, cross-sell strategies that recommend products to consumers based on their previous purchases, cart or wish list items could also be effective in delivering a standout, individualized experience.
Consumers who are greeted with a personalized experience are known to spend more and are more likely to become loyal customers, leading to repeat purchases and higher LTV.
2. Unify online and offline experiences
Whilst digital channels and the rise of online shopping are driving factors in the disruption of brick and mortar sales, luxury consumers are still driven in-store because of brand experiences.
Many luxury goods require an element of in-person service that can’t always be replicated online with e-commerce: Expert measurement and fitting, tailoring, customization, etc.
Stores like Gucci and Bvlgari offer shoppers plush, uniquely designed showrooms, jewelry maker Tiffany’s lets you advise with a diamond expert and customize engagement rings to your liking, whilst Burberry goes one step further by partnering with Uber to help transport customers to their nearest store.
To drive visitors into stores where they could become consumers once satisfied with having had a luxury shopping experience, it’s important to unify the connection between an online and offline presence. This is known as the reverse omnichannel strategy.
Using a search engine optimization strategy known as geotargeting, you can suggest local stores to visitors upon their arrival to your site and could be one way to direct them into a brick and mortar store.
Likewise, offering buy online pick up in-store (BOPIS) services with distinct CTAs across landing and product pages, or highlighting exclusive, only available in-store products could encourage in-person shopping.
3. Clearly signal your value
Value proposition doesn’t just extend to the benefit that your product will have on a consumer’s daily life. It also includes your brand.
Products from high-end retailers are automatically regarded as high-quality and worth their money because of the luxurious connotations associated with their brand. For example, if a luxury retailer uses higher quality materials than any other brand, this is part of the perception that consumers of the brand buy into when purchasing their products.
See how Dior instills value in their product by showcasing the unique process that goes into making each handbag:
Just like how storytelling is a key component of any marketing, if your brand is built from a particular heritage, or history, tell this story through prominently displaying your value signals or insignias throughout your online experience.
4. Tell your story on social media
Social media can play a crucial role in helping luxury eCommerce retailers convert visitors to consumers. An example of a successful luxury marketing campaign on social media was Burberry’s ‘Tale of Thomas Burberry’ shot by Oscar-winning filmmaker Asif Kapadia.
The microfilm featured prominent acting stars like Lily James and Domhnall Gleeson and depicted the life, struggles, and entrepreneurship of Thomas Burberry, the brand founder.
The film was posted firstly on the brand’s Facebook page before it went viral, generating over 15 million views and being hailed as one of the best holiday season advertisements of all time.
For Burberry, the popularity of the film worked across multiple levels. The video generated mass engagement whilst also helping to cement the brand’s identity and USPs in viewers’ minds. All the items worn in the film were available to buy at Burberry’s store, advertising the products again, and again, across multiple channels, to multiple viewers.
Luxury eCommerce stores can therefore use storytelling to not only engage copious visitors and potential consumers with their brand identity but to also generate engagement with their products.
By advertising the story behind the manufacturing of certain products, visitors may be likely to invest in the perception and may visit the site to learn more about the luxury product being advertised.
5. Invest in content
As a natural accompanier to storytelling and social media marketing, pouring resources into high quality, relevant content can drive sales from both existing and new consumers.
The benefit high-quality content marketing gives luxury brands is its ability to communicate the elevated level of the brand’s aesthetic to the designated target audience throughout its language and appearance.
Content can take the form of informative blogs, well-produced videos, in-depth guides, and even emails and must give off the same feeling as handling a glossy, luxury brochure.
Louis Vuitton produces in-depth city guides that it hails as Magazines (also available in mobile app format). These guides promote insider tips as to the best places to visit in a city that isn’t necessarily featured in tourist publications. At the same time, as advertising these revered spots, the guide does of course suggest which fashion pieces would complement which outfit, and which outfit would be best to be worn where.
These exclusive guides are not only sought after by their audience, they are bought too – at the price of $25 an edition. They work effectively because Louis Vuitton knows their audience seeks insider knowledge and this feeling of exclusivity is vital for high-end brands to capitalize on when selling luxury.
Producing content that promotes uniqueness and has a sense of insider sheen will resonate with and then engage high-end buyers. For eCommerce retailers, one example in peak holiday season could be to release a Gift Guide that offers exclusive insight into the products that will be Christmastime best sellers.
As a multichannel content marketing strategy, following the release of that guide with an email marketing sequence or blog content series that takes particular products and focuses on their USPs will issue repeated, non-pushy reminders, and may drive purchases when combined with CTAs.
6. Provide Exceptional Customer Service
Customers looking to buy luxury good, whether is designer clothing, watches, shoes or accessories will all want a very good level of customer service. This can be online via your website or in a retail store.
If they are willing to pay a premium for a product they have every right to expect to be given premium customer service.
While it may be difficult to translate exclusive experiences in-store into eCommerce, there are ways that this can still happen. For example, live chats allow you the opportunity for personal styling advice and a more personalised buying experience from websites.
So if your online customer base deserves attention then give them what they want by being empathetic and responsive towards all types of feedback received. You’ll need to ensure you have quick response times and can hopefully solve any issues as quickly as possible.
So whether the complaints come through social media platforms, or if it’s feedback from surveys about their experience with your company’s products/services. You need to take it all into account.
Challenges When Selling Luxury Products Online
Whilst there will be specific challenges luxury brands will face, when selling online the “normal” issues will still be there, and may even be amplified. Below are three that would be worth addressing.
Basket Abandonment: You will have some customers who simply abandon their baskets. This is a well established fact within the world of eCommerce. So you need to make sure you are set up to counter this. Remarketing ads, basket abandonment solutions, personalization etc can all help reduce this.
Delivery: If customers are spending a considerable amount of money online they need to feel 100% confident their purchase will get to them quickly, and in one piece. This is why a reliable delivery partner is vital. It may also be worth showcasing delivery options and timeframes for peace of mind.
Advertising to the right audience: If your using advertising channels such as Facebook, Google Ads, or even YouTube to drive traffic to your website be very careful with the people you target. For example in Google Ads, you’ll want to avoid bidding on, and probably add negative keywords like “cheap” or “affordable”. Likewise when building an audience on Facebook try and build on that would focus on high-income individuals.
Where to sell luxury items online
Creating luxury brands takes time and consistency. But there are other ways you can sell luxury items online in the meantime.
1) Create your own website – Your own website should eventually be the main place where your sales are coming from. If you’re advertising online this is the place you’re going to be sending them so you need to make sure it’s ready to convert and
2) Reach out to high-end department stores – If you know where your ideal customers regularly shop it makes sense to try and get in front of them here. This could be both online and in store. Department stores such as Harrods and Selfridges could be prime targets. But if you’re just starting out you might be better off identifying smaller local stores that may wish to list your luxury items.
3) Look to sell via online platforms – Online market places such as, Current Boutique, Poshmark and ThredUp could be great places to start selling your luxury goods.
Luxury marketing case study: Turnbull and Asser
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.
Turnbull and Asser used the Yieldify Conversion Platform to create and deploy onsite messaging, generating new leads, increasing conversions, and improving the overall site UX. Read the full Turnbull and Asser case study here.
Hopefully, our tips above will provide you with some useful ideas when it comes to selling luxury items online. Results in this area can take time as you will need to build your brand image and customer base.
Like what you’ve seen here? Download our free ‘Luxury eCommerce Blueprint’ eBook, featuring the luxury eCommerce cheat sheet, to get even more tips and advice on digital marketing and selling luxury goods online.
Luxury marketing FAQs
How do I sell high end luxury products?
The best ways to sell luxury items online are to avoid site-wide discounting, making your value signals clear, providing exceptional customer service, and making your service personal.
How do you price a luxury product?
The price of luxury items or products should reflect the key messages of the brand; high quality, heritage, and exclusivity.
Conversational commerce is a hot topic among eCommerce marketers. In this blog post, we take a look at the key benefits of conversational commerce and easy steps to get you started.
In a brick-and-mortar store, having friendly, knowledgeable, and attentive sales assistants is a powerful way to increase sales. That’s been the case since the first stores in history. So how can eCommerce merchants offer that same kind of sales-boosting service, but digitally?
The answer is conversational commerce – a marketing and sales tactic based on back-and-forth digital conversation. It takes the in-store sales associate experience and translates it to an online format.
But conversational commerce usually isn’t just a human agent sitting in front of a screen instead of behind a store counter.
Hiring a human team big enough to be available 24/7 for shoppers in all time zones isn’t practical or possible for most brands. Instead, eCommerce businesses now have the tools to automateconversational commerce using chatbots.
Let’s start by taking a brief look at how conversational commerce came about and discuss why chatbots (especially Facebook Messenger chatbots) are an ideal solution for automating this type of commerce. Finally, we’ll cover how your own eCommerce business can get started with conversational commerce bots.
What is conversational commerce?
Conversational commerce is a new sales method for the digital age. It gives shoppers a way to directly interact with brands in real-time in the format of a back-and-forth chat. Conversational commerce allows prospects to get their questions answered instantly as part of a live dialogue, instead of one-sided, delayed messaging (like email).
Conversational commerce not only makes for a pleasant customer service experience, but it moves shoppers more quickly down the funnel toward a conversion.
The best part: Conversational commerce is easy to automate, so brands of all sizes can watch their sales go up on autopilot. Chatbots are the most widely used solution for automation of conversational commerce because they’re easy and inexpensive to build, and available to help customers 24/7.
Facebook Messenger chatbots in particular have become extremely popular. Messenger already has over 1.3 billion monthly users, and it makes sense to meet shoppers where they are.
A brief history of conversational commerce
The term “conversational commerce” was coined in 2015 by Christopher Messina, an American blogger most famously known as the ‘inventor of the hashtag‘. Messina wrote an article about an emerging trend he’d begun to notice: Businesses were starting to invest more in messaging channels and focus on selling there.
Since then, this sales technique has exploded in popularity. It’s no surprise since people are more active on messaging apps than ever before. Users have over 7 billion conversations every day on Facebook Messenger alone. And while messaging is primarily a way for people to communicate with friends and family, they’re now interested in chatting with businesses that way, too.
As a result, online businesses now communicate with customers through Facebook Messenger, WhatsApp, and many other messaging channels. No-code, drag-and-drop software makes chatbot building easier than ever, so businesses can automate this messaging for maximum efficiency.
Conversational commerce benefits
Online stores of all kinds have started taking a keen interest in this type of commerce, especially in the form of chatbots. Let’s look at some of the benefits that conversational commerce offers:
1. Saves time and resources
You don’t need a huge team of highly trained customer service agents to be available 24/7. If you automate your conversational commerce strategy with a chatbot, it can take care of up to 80% of routine inquiries for you. Your human team will no longer have to waste time responding to repetitive questions, so they can focus on other tasks.
2. Improves customer experience
If you automate your conversational commerce efforts, customers can get instant assistance. They don’t have to search for FAQ pages or wait days for email responses from a human agent. Most common queries can be solved by a chatbot, which means instant, helpful service that will delight your customers.
3. Increases sales
Conversational commerce is a great way to provide personalized product recommendations to customers to encourage them to buy. Chatbots can be set up to do this seamlessly. They can ask a few basic questions about the shopper’s needs, recommend products and answer questions about them, then share links where the user can learn more and buy.
4. Offers the personalization element
When you converse with another human, you gather information about them by asking questions. Chatbots work the same way. Once they know a few things about the customer and their preferences (through the process of conversation), they can personalize future interactions.
They can offer tailored product recommendations, share relevant coupons and sale notifications, and more. 80% of customers say they’re more likely to buy from a brand that offers personalized experiences, so this factor is crucial for eCommerce success.
5. Helps brands stand out
Conversational commerce is becoming more popular by the minute, it’s true. But a strong conversational commerce experience will still be a novelty to many shoppers. If you design it right, it can be the memorable element that sets your brand apart from your competition – and keeps customers coming back.
Getting started with conversational commerce
The advent of no-code tools for building chatbots has made conversational commerce accessible for all brands. Here are a few basic steps to help your eCommerce store get started:
Analyze your support queries. Look at what your prospective customers ask about most often, then equip your chatbot to handle these needs and inquiries. You can have it answer FAQs or recommend products, for example.
Use no-code software to build a free Messenger chatbot. Tools like that will make the actual building process easy and non-technical, so you can focus on engaging conversational design instead.
Add a Facebook Messenger chatbot to your website. Don’t limit your chatbot to social media messaging apps. You can utilize it in different ways by adding the chatbot to your website or linking it to your Facebook and Instagram ads, so you can reach even more prospects.
Monitor the performance of your chatbot. Look for drop-off points where users might be getting confused or missing something, and correct or streamline those areas of the chat experience.
Taking your eCommerce chatbot to the next level
Once you’ve built a basic eCommerce chatbot, there’s lots you can add to it to make it even more useful for customers (and profitable for you):
Add artificial intelligence (AI) to your chatbot. Build an AI chatbot that can handle an even larger percentage of customer interactions on its own. Even no-code software often offers this capability. AI is far less intimidating than it sounds, and almost any business can take advantage of it to improve their conversational commerce capabilities.
Gather other contact information. When you build a chatbot in Facebook Messenger, you can always reach out to the user again later. The chats are linked to their Facebook account. But since 73% of consumers shop on more than one channel, the omnichannel approach is becoming more and more important. Your chatbot can easily request and store contact information for users on other channels, so you can reach out to them via email and SMS too.
Share information about relevant promotions. Conversational commerce can help you win repeat business as well. You can set your chatbot to notify users when you’re having a sale, especially if it’s on a type of item they’ve shown interest in before. Or, it can share coupons to get customers to buy again.
Join the conversational commerce revolution
Marketing evolves fast. Your eCommerce brand needs to keep up in order to keep sales rolling in and stay ahead of the competition. Conversational commerce is already booming, so don’t miss out!
This article was written by Bojana Vojnović from Chatfuel. Bojana is a content strategist with a finger on the pulse of the world of Messenger chatbots. She oversees a content creation strategy that helps business owners take their brand to the next level.
What is STP marketing and what role does it play in boosting conversions and revenue? We look at the Segmentation, Targeting, Positioning framework illustrated by real-life examples.
Segmentation targeting positioning marketing is a core concept in modern-day marketing. Without it, marketing campaigns would be generic, have little to no personalization, and overall would not be able to convert at a level most businesses would deem effective.
Let’s delve into the intricacies of the STP Model and see how implementing this framework into your eCommerce business can yield amazing results.
STP marketing is an acronym for Segmentation, Targeting, and Positioning – a three-step model that examines your products or services as well as the way you communicate their benefits to specific customer segments.
In a nutshell, the STP marketing model means you segment your market, target select customer segments with marketing campaigns tailored to their preferences, and adjust your positioning according to their desires and expectations.
STP marketing is effective because it focuses on breaking your customer base into smaller groups, allowing you to develop very specific marketing strategies to reach and engage each target audience.
In fact, 59% of customers say that personalization influences their shopping decision and another 44% said that a personalized shopping experience would influence them to become repeat customers of a brand.
STP marketing represents a shift from product-focused marketing to customer-focused marketing. This shift gives businesses a chance to gain a better understanding of who their ideal customers are and how to reach them. In short, the more personalized and targeted your marketing efforts, the more successful you will be.
The STEP Formula
If you are looking for a simple way to remember and summarize the STP marketing concept, the acronym STEP is extremely useful:
Segmentation + Targeting Equals Positioning
This formula clearly illustrates that each segment requires tailored positioning and marketing mix to ensure its success. Let’s take a closer look at each of the three steps in the STP marketing model.
The first step of the STP marketing model is the segmentation stage. The main goal here is to create various customer segments based on specific criteria and traits that you choose. The four main types of audience segmentation include:
Behavioral segmentation: Dividing your audience based on how they interact with your business: What they buy, how often they buy, what they browse, etc.
Psychographic segmentation: Dividing your audience based on “who” your potential customer is: Lifestyle, hobbies, activities, opinions, etc.
Step two of the STP marketing model is targeting. Your main goal here is to look at the segments you have created before and determine which of those segments are most likely to generate desired conversions (depending on your marketing campaign, those can range from product sales to micro conversions like email signups).
Your ideal segment is one that is actively growing, has high profitability, and has a low cost of acquisition:
Size: Consider how large your segment is as well as its future growth potential.
Profitability: Consider which of your segments are willing to spend the most money on your product or service. Determine the lifetime value of customers in each segment and compare.
Reachability: Consider how easy or difficult it will be for you to reach each segment with your marketing efforts. Consider customer acquisition costs (CACs) for each segment. Higher CAC means lower profitability.
There are limitless factors to consider when selecting an audience to target – we’ll get into a few more later on – so be sure that everything you consider fits with your target customer and their needs.
The final step in this framework is positioning, which allows you to set your product or services apart from the competition in the minds of your target audience. There are a lot of businesses that do something similar to you, so you need to find what it is that makes you stand out.
All the different factors that you considered in the first two steps should have made it easy for you to identify your niche. There are three positioning factors that can help you gain a competitive edge:
Symbolic positioning: Enhance the self-image, belongingness, or even ego of your customers. The luxury car industry is a great example of this – they serve the same purpose as any other car but they also boost their customer’s self-esteem and image.
Functional positioning: Solve your customer’s problem and provide them with genuine benefits.
Experiential positioning: Focus on the emotional connection that your customers have with your product, service, or brand.
The most successful product positioning is a combination of all three factors. One way to visualize this is by creating a perceptual map for your industry. Focus on what is important for your customers and see where you and your competitors land on the map.
Benefits of STP marketing
If you aren’t already convinced that STP marketing is going to revolutionize your business, we’re breaking down the key benefits that STP marketing has over a traditional marketing approach.
Because STP focuses on creating a precise target audience and positioning your products/services in a way that is most likely to appeal to that audience, your marketing becomes hyper-personalized. With personalization:
Your brand messaging becomes more personal and empathetic because you have your customer personas and know exactly whom you’re talking to;
Your marketing mix becomes more crystalized and yields higher return on investment because you’re no longer wasting budget on channels that your audience simply ignores;
Your market research and product innovation become more effective because you know exactly whom to ask for advice and feedback in the development phase.
Fifty-eight percent found that personalization helps increase customer retention, 55% cited conversion and 45% found that personalization actually helped minimize the cost of new customer acquisition.
Finally, STP marketing levels the playing field. The framework allows small businesses and startups to find success in their niche markets when they normally wouldn’t have the reach to compete with the larger whole-market businesses in their industry.
STP marketing examples: The Cola Wars
STP marketing has been around for a long time – and it has been effective for just as long. We’re going to take a look at a real-world example of STP marketing so you can see how it has worked historically in increasing conversions and revenue.
Back in the 1980s, when Pepsi-Cola was trying to claim some of the market share from Coca-Cola, Pepsi used segmentation to target certain key audiences. They focused on an attitude and loyalty segmentationapproach and divided the market into three consumer segments:
Consumers with a positive attitude to the Coke brand who were 100% loyal to Coke.
Consumers with a positive attitude to the Pepsi brand who were 100% loyal to Coke.
Consumers with a positive attitude to both brands, with loyalty to both, who switched their purchases between both brands.
Pepsi had always focused their marketing efforts on the third segment, as it was the most attractive and had the highest return on investment. Focusing on customers loyal to Coke was considered a waste of time and money, as they were unlikely to change their purchasing habits.
However, that all changed with the launch of New Coke in 1985…
The new iteration of Americas’ favorite beverage missed the spot with a lot of loyal consumers, so Pepsi swopped in. In fact, as Mental Floss points out, “Coke’s headquarters received upwards of 1,500 calls a day, up from the usual 400, with virtually all of them complaining about the change.”
Sensing the change in consumer sentiment, Pepsi began targeting loyal Coke drinkers. The rival brand also refocused its positioning – Pepsi started drumming up the fact that Coca-Cola, supposedly, changed its classic Coke with New Coke to resemble more the taste of Pepsi. Their marketing campaigns were brutal (well, in today’s terms at least):
That same year, Pepsi announced a 14% spike in overall product sales. Pepsi was able to use STP marketing strategies to increase their market share and convert Cola-loyal customers to Pepsi-lovers.
How to create an STP marketing strategy: The full STP model
We covered the three stages of the STP marketing model, looked at the benefits and examples of this approach. While this provides you with an excellent overview of the concept, we want to get into the detail of creating an STP marketing strategy that serves your business.
Below you will find 7 steps to creating a solid marketing strategy using the full STP model.
1. Define the market
The global market is far too big and far too vast for anyone – even the biggest corporation with the most resources – to address. That’s why it’s important to break it down into smaller chunks and clearly define the part you are going after.
Typically, to evaluate your business opportunity, you will need to define your TAM, SAM, and SOM: Total Available Market, Serviceable Available Market, and Serviceable Obtainable Market.
Think of it as an iceberg. The very top peeking from under the water is your SOM – that’s the portion of the market that you can effectively reach.
SAM is is the portion of the total available market that fits your product or service offering. Whereas TAM is the total available market, in other words, “the overall revenue opportunity that is available to a product or service if 100% market share was achieved.”
For example, back when Airbnb was starting to pitch investors, they used the TAM, SAM, SOM model to explain their business potential. Their total available market (TAM) then was valued at $1.9 billion dollars and included any type of accommodation that travelers were booking worldwide.
Because their service offering was targeted more at the budget travelers who were using online booking engines to find their stay. In this case, the SAM was valued at $532 million dollars. Lastly, their SOM came in at $10.6 million dollars and signified the revenue obtainable for Airbnb.
Similarly with a consumer product, we can look at Diet Coke and say that its TAM would include the total beverage market. Its SAM would narrow it down to soft drinks, and SOM would zero in on the carbonated sugar-free drinkers out there.
There are several routes you can choose when defining a market. You can do so by:
Product category (apparel, health and beauty, food and beverage, etc.)
Country (United States, United Kingdom, etc.)
2. Create audience segments
Now that you’ve adequately defined your target market, it’s time to segment it using geographical, demographic, behavioral, and psychographic variables.
Each segmentation variable helps you tap into a different aspect of your audience and when you use them in unison you can create niche segments that really make an impact on your overall marketing effort.
For example, if you split your serviceable obtainable market into men vs women (demographic variables) you are still left with a pretty broad audience segment. However, if you start layering other segmentation variables on top, you can create a precise audience that you can make the biggest impact on.
Perhaps you go after women (demographics) in the United States (geographics) who prefer to spend money on luxury products (psychographics) who follow you on social media or have visited your website in the past (behavior).
As you can see, this layering method creates a hyper-focused audience segment that allows you to create an extremely personalized experience. And as we mentioned before, personalization has a huge impact on the success of your marketing efforts.
3. Construct segment profiles
When you’ve landed on your viable market segments, it’s time to develop segment profiles. Segment profiles are very similar to your ideal customer personas but they act as subsets of your main persona – they are detailed descriptions of the people in each segment.
Describe their needs, behaviors, demographics, brand preferences, shopping traits, marital status, and any other characteristics. Each profile should be as detailed as possible to give you and your business a good understanding of the potential customers within each segment. This will allow you to compare segments for strategy purposes.
4. Evaluate the commercial attractiveness of each segment
Cross-referencing your findings with available market data and consumer research will help you assess which of your constructed segments can bring in the biggest return on your investment. Consider factors like segment size, growth rates, price sensitivity, and brand loyalty.
With this information, you will be able to evaluate the overall attractiveness of each segment in terms of dollar value.
5. Select target audience/s
Now that you have detailed information on all of your segments, you need to spend some time deciding which ones are the most viable to use as your target audiences. You’ll need to take into account your overall business strategy, the attractiveness of the segment, and the competition that exists in that segment.
The best way to determine the most viable segment is by performing cluster analysis. Quite a complex and technical topic on its own (check out this guide to get more insights), clustering in the context of eCommerce segmentation means using mathematical models to identify groups of customers that are more similar to one another than those in other groups.
Your ideal audience segment is one that is both large and still growing, and you are able to reach with your marketing efforts. You’ll also want a segment that aligns with your business strategy – it makes no sense to focus your efforts on a segment of men in Australia if you are phasing out your menswear and don’t offer free shipping to Australia.
6. Develop a positioning strategy
Next, you need to develop a positioning strategy that will give you the best edge to compete in the selected target audience. Determine how to effectively position your product, taking into account other competitors – focus on how your positioning can win the largest amount of the market share.
There are several positioning strategy paths you can follow:
Category-based positioning – This calls for determining how are your products or services better than the existing solutions on the market.
Consumer-based positioning – This calls for aligning your product/service offering with the target audience’s behavioral parameters.
Competitor-based positioning – This is a pretty straightforward approach that calls to prove you are better than competitor X.
Benefit-based positioning – This calls for proving the benefits that customers will get from purchasing your product or service.
Price-based positioning – This calls for distinguishing based on the value for the money people get when purchasing your product/service.
Attribute-based positioning – Competitors, price, and benefits aside, this calls for zeroing in on a unique selling proposition that makes your product or service stands out from the rest.
Prestige-based positioning – This calls for proving that your products supply a certain boost in status to those who purchase.
Product Positioning Map – The product positioning map is a technique where the business uses visual display to show their products against competitors. This allows for an easy way of navigating and understanding which products are being represented in comparison with others, ultimately helping them make decisions about what should be prioritized or modified based on company needs.
Chose what positioning model makes the most sense based on your previous research, and which would allow you to reach your specific segment.
7. Choose your marketing mix
The last and final step in this long and winding process is to actually implement your strategy. For that, you will need to determine a marketing mix that will support your positioning and help you reach the target audience(s) that you’ve chosen.
A marketing mix consists of the so-called 4 Ps: Product, Price, Place, and Promotion. The 4Ps are one of the essential marketing models.
Lets breakdown what the 4Ps include:
Product takes into consideration factors like variety, quality, design, branding, features, packaging, services, availability, and convenience.
Price takes into consideration factors like pricing strategy, list price, penetration price, premium, discounting, payment methods, credit terms, and payment period. Are your target audience segments price sensitive?
Place takes into consideration factors like channels, coverage, location, inventory, logistics, and trade channels.
Promotion takes into consideration factors like digital marketing, public relations, social media, sponsorship, influencer marketing, content marketing, product placement, sales promotion and marketing communications. How will you communicate your value proposition to your target audience segments?
A carefully-curated marketing mix will ensure business success. However, if you do leave gaps in it, all the precious work you did at the previous stages might go to waste.
Here’s an example to illustrate a poor mix: Let’s say you want to sell a luxury skincare product to women in their 40s.
Your goal is to position it as a high-end addition to their skincare routine that targets concerns related to mature and aging skin. So you invest in print marketing and get your product featured in a couple of popular women’s magazines that skew towards the 30+ audience. You also make sure to price the product accordingly so it indicates the luxury category.
However, your packaging is cheap and poorly designed, while the product itself is sold in drugstores.
This inconsistency, which isn’t aligned with the overall positioning strategy, will prevent you from reaching your target audience in the first place; those who get reached will experience dissatisfaction resulting in negative word-of-mouth, which will eventually make your sales slumber.
Using the (segmentation targeting and positioning) STP model, businesses can identify their most valuable customer segments and create products and marketing communications that target those customers. This helps you create engaging, personalized marketing campaigns that convert visitors to customers at a high rate.
If you want to use clever segmentation and behavioral targeting methods in your eCommerce marketing strategy, get in touch with Yieldifyand we’ll be happy to help!
STP marketing FAQ
What is STP in marketing?
STP marketing (Segmentation Targeting, and Positioning) is a three-step marketing framework. With the STP process, you segment your market, target your customers, and position your offering to each segment.
What is an example of STP?
The most classic example of STP marketing is the Cola Wars of the 1980s. Both Pepsi and Coca-Cola used STP marketing to increase their market shares after the introduction of New Coke.
What are the 3 steps involved in STP marketing?
The three main steps within STP are: Segmenting your market (segmentation), identifying your target market (Targeting) and deciding on how you will position your brand (positioning)
We analyzed our data and handpicked 7 conversion optimization tactics known to boost holiday eCommerce sales. Check out these campaign ideas designed to make an impact before, during, and after the 2020 peak season.
If you’re selling anything anywhere in the world, then there’s slim chance you haven’t heard of the Cyber 5: A five-day period from Thanksgiving through Cyber Monday that marks the beginning of the holiday shopping season.
For consumers, this month-long affair leading all the way up to Christmas is best defined by an onslaught of marketing campaigns, deals, and discount offers enticing to shop until they drop.
For retailers, on the other hand, it’s the most profitable time of the year. In fact, holiday eCommerce sales account for about 30% of the total eCommerce revenue each year!
Statista’s data shows that in 2019, holiday season revenue for online stores reached $135 billion dollars, which means it was increasing by an average of $14.75 billion ever since 2015. But what does it mean for the 2020 peak season and beyond?
Holiday eCommerce: Market insights
This year, online shopping has experienced a boom. Ushered by the COVID-19 pandemic, social distancing, and stay-at-home rules, consumers flocked to the internet to buy everything from groceries to clothing, office supplies, exercise equipment, and even stuff like bidets.
So, answering the question of what to expect from holiday eCommerce this year is as difficult as ever and is best approached with a data-driven mindset. Let’s look at some 2019 holiday eCommerce statistics to get a better idea of what’s coming.
2019 holiday sales statistics
Total 2019 U.S. holiday sales reached $722.6 billion (+4.1% lift from $694.32 billion).
U.S. holiday eCommerce sales reached $135.35 billion (+12% lift from $119.54 billion in 2018).
Cyber Monday 2019 was the biggest online shopping day in U.S. history with $7.9 billion in online sales.
Holiday eCommerce conversion rate reached 4.3% on desktop and 1.8% on mobile.
34.5% of 2019 holiday eCommerce spending happened via smartphone.
2019 holiday consumer behavior
60% of U.S. consumers said they start holiday gift shopping before December.
Home improvement was the leading holiday season eCommerce category by YoY growth.
Amazon was the preferred online store for Christmas gift shopping among U.S. adults.
Buy online, pick up in-store (BOPIS) option was implemented by 60% of U.S. retailers.
2020 holiday eCommerce predictions
Based on the insights from Yieldify’s Peak Season survey of 400 UK & US eCommerce marketers and 2,000 consumers, there’s an increasing divide between the two camps.
On one side, 33% of marketers are choosing to opt out of 2020’s peak season campaigns compared to only 6% last year. Their positivity around improving the previous year’s results has also dwindled to only 45% saying they’re confident in their abilities to increase revenue. They cited concerns about a reduction in consumer demand, followed by increased competition with other eCommerce websites.
However, this is not at all reflected in the consumer report. In fact, according to Yieldify, 34% of consumers plan to increase their peak season spending. What’s more, the majority plan to mainly shop online with 48% of consumers heading to familiar websites and nearly one-third (29%) planning to shop on mostly new websites.
This huge disconnect between what marketers think consumers want vs what they actually want is where the opportunity lies for smart and agile eCommerce leaders. With less competition for an increased and more engaged customer base, marketers have a great opportunity to increase market share this peak season (and beyond).
7 CRO tactics to win this holiday shopping season
In order to help your store come out on top this holiday shopping season, we’ve delved into our proprietary data and client campaigns from last year and developed a list of holiday eCommerce specific strategies known to turn browsers into buyers.
The peak season, as well as the months leading up to it, are a great opportunity to grow your email list. And knowing that email marketing is consistently rated as the highest ROI marketing channel, it’s undeniably important to utilize in your holiday marketing campaigns.
As Campaign Monitor research shows, 116 million emails were sent on Black Friday seeing the highest number of opens and clicks. Another 106 million emails were sent on Cyber Monday. Overall, 20% of 2019’s holiday website traffic was coming from email.
That’s why our number one tactic is holiday lead capture. Here’s how to do it right:
Start your holiday lead capture campaigns early to get the maximum number of signups.
Offer holiday-specific incentives, such as access to pre-sale, exclusive discounts, and offers.
Update your creative to reflect the holiday theme.
Experiment with timing, i.e. show the form immediately after load vs some time on the page.
Pro tip: Go one step further and develop a fully-fledged EDM marketing campaign. Not sure what EDM marketing is? Check out our blog post.
2. Holiday wishlisting
With some retailers opting out of 2020 peak season campaigns altogether and others starting their promotional offers super early (looking at you, Amazon), even your most loyal customers might be confused as to what they can expect from your store this holiday shopping season.
To prevent customer attrition, offer your visitors a wishlist functionality. Inviting them to create an account and save items to their wishlist not only grows your database but it also creates brand attachment for peak season and beyond.
Start your wishlist campaigns before holiday promotions to people have time to create their lists.
Send wishlist reminder emails to get those customers back to your store.
Use the customers’ wishlist data to further personalize your marketing efforts.
Pro tip: Incorporate the data you get from the wishlisting customers into your social proof campaigns. For example, display a “Most Wished For” banner on popular items. Not sure how? Get in touch!
3. Social proof
The fear of missing out (FOMO) is a powerful motivator, and with holiday eCommerce shoppers looking online more than ever, social proof will be an effective way to build urgency and drive conversions.
For the duration of the holiday shopping period, consider running social proof campaigns on both product listing pages (PLPs) and product detail pages (PDPs) alike. Use copy that suggests scarcity and creates an urgency to purchase, such as:
In high demand
Selling out fast
Sell out risk
Pro tip: Use real-time social proof to display customer activity here and how. For example, “X items sold in the last 24 hours” or “Only X items left.” For more social proof examples, head over here.
Timers are a great way to encourage shoppers to convert in-session because it makes them anticipate the feeling of regret if they miss the opportunity. eCommerce stores can use countdown timers in a number of ways: From flash sales and limited edition products to holiday campaigns, such as Black Friday and Cyber Monday sales.
Don’t forget you can also have your timer count up towards a specific date, for example, 10 days left until Thanksgiving sale!
Pro tip: Optimize your countdown timers for different devices. Whereas a pop-up overlay might work on desktop, mobile requires a different approach and is best served by a floating banner. See how M.J. Bale used countdown timers to boost conversions. Download the full case study here.
5. Holiday gift guides & recommendations
Don’t forget that the holiday peak season is not just about people shopping for their own needs. Gift shopping comes in strong with 9 in 10 Americans (89%) planning to buy gifts for friends and loved ones, and 54% of consumers taking recommendations from retailers, according to NRF.
Holiday gift guides are a great way to improve your eCommerce store’s experience by making site navigation easier, gift-searching more straightforward, and your brand more top of mind for the consumer. It is also a powerful tool for eCommerce websites to use cross-selling and upselling campaigns, and boost ancillary revenue.
Create a variety of gift guides based on relatable traits, such as price (gifts under $50), gender (for him, for her), relationship (for dad, for co-worker), hobbies (cooking, reading), etc.
Tap into influencers to curate and promote a gift guide to their followers.
Pro tip: Create a toaster campaign that shows up once the visitor has added an item to their shopping cart. Show highly-targeted and relevant offers based on that user’s in-session behavior. Not sure how? Get in touch!
6. Shopping cart reminders
While cart abandonment is a constant challenge faced by eCommerce marketers, it seems like COVID-19 might have introduced even more things to worry about come peak season. Looking at Statista’s data, the average cart abandonment rate across industries in March 2020 reached 88.05% (before it was usually cited to be around 75.6%).
While the rate might be different, reasons for cart abandonment remain the same. Usually, shoppers abandon their carts due to high shipping costs, unexpected taxes, and discount codes not working. Also to blame is the habit of comparison shopping.
Knowing how important holiday eCommerce sales are to the overall revenue of the business, deploying smart cart recovery tactics is crucial for any holiday marketing campaign. Here are our top tips:
Pro tip: Remind visitors of past shopping sessions and streamline their progress to checkout with shopping cart reminders. These can be effectively combined with urgency tactics like inventory warnings and discount deadlines to drive speedy conversions. Not sure how? Get in touch!
7. Return redirect overlay
Congrats! You did everything there is to optimize your eCommerce store for holiday season conversions. You got the traffic, made the sales. Not to rain on your parade, but inevitably, you’re going to be faced with returns. And a lot of them.
The reality is that many customers buy products with an explicit plan to immediately return some or all of their items. When it comes to holiday frenzy with discounts and gift shopping, this becomes even more true.
Don’t fret. Here’s a clever strategy to make those returners convert again. Using behavioral segmentation, you can target customers who have returned a product and serve them a personalized overlay with a copy that acknowledges their return and offers to find a better suitable item.
Pro tip: It’s important to know the reasons behind a customer’s return, otherwise this tactic might not be effective or even cause more dissatisfaction. Try to gather as much data as you can on the reasons behind a return and create targeting segments accordingly.
Not enough holiday CRO tactics? Get in touch and we’ll share 10 more!
Peak season is just around the corner and it’s important to start sowing the seeds – or in your case, holiday marketing campaigns. We can help you reach maximum exposure on your holiday promotions, turn browsers into buyers, abandoners into loyalists, and more.
All you have to do is get in touch with our team and we’ll share 10 other CRO tactics that our team has carefully curated for this holiday season.
Never heard of EDM marketing? You’re probably not the only one. In this blog post, we seek to define how EDM marketing differs from regular email marketing campaigns, and illustrate with real-life examples.
In 2020, 306.4 billion emails are sent and received every day worldwide. Almost everyone in the world has an email address and email marketing continues to boast the highest ROI, making email marketing strategies essential for your business’s marketing efforts.
If you’re already using email marketing – and more importantly if you aren’t – EDM marketing is the next logical step to improving your marketing efforts.
What is EDM marketing? EDM marketing, or Electronic Direct Mail marketing, is a marketing tactic used by companies to target a large group of potential customers and focuses on building relationships to increase overall sales.
At its core, EDM marketing is all about delivering your offer via e-blasts. But upon closer inspection, we see that it is much more complex than a regular email marketing campaign.
Electronic Direct Mail marketing encompasses multiple media channels including printed marketing materials, social media, text message marketing, and even out-of-home (OOH) advertising to reinforce and retarget the message of your campaign.
Let’s dig into the ins and outs of EDM marketing and how you can implement EDM campaigns into your marketing strategy.
First up: What exactly is EDM marketing?
EDM marketing is all about strategically building a list of potential customers that you can connect with by sending out engaging email communications to the different segments of your list. It allows you to engage directly with your customers – both potential and existing – to build relationships, drive conversions, and foster brand loyalty.
As mentioned before, however, EDM marketing is more than just email marketing.
An EDM marketing strategy uses various forms of media – email, social media, printed materials, text messages, out-of-home, and more – to help build your list and convert people to customers. By using other forms of marketing communications, you can reach potential customers and reinforce the campaign message. (We’ll go into more detail below)
The versatility and flexibility of Electronic Direct Mail marketing mean that it can work for almost any business. Whether you are running an eCommerce business, a service-based business or even a non-profit, EDM marketing can help you increase your conversions and grow your email list.
EDM marketing vs email marketing: What’s the difference?
You may still be asking yourself what the difference is between EDM marketing and email marketing – both use emails to build a list and grow conversions so understandably they seem very similar from the outset.
While an email marketing campaign is just that – sending emails through a third-party provider in hopes that those emails convert customers – an EDM campaign is much more complex.
A fully-fledged EDM marketing campaign starts with e-blasts but follows up with retargeting ads to capture those that have seen the email, a supporting social media campaign, and even billboards or printed ads in magazines.
These supporting marketing campaigns build on the message that was first sent out in the email and each works as one of the many needed brand touchpoints that will help to convert prospects into customers, and one-time customers into repeat customers.
The marketing Rule of Seven states that a potential customer needs to “see or hear your marketing message at least seven times before they take action and buy from you.”
An EDM marketing campaign helps you reach those seven touchpoints by creating a comprehensive marketing strategy that goes beyond simple email communication as you do with email marketing.
The benefits of EDM marketing campaigns
While a lot of the benefits of using EDM marketing are similar to those you get when using email marketing, the main difference is that multi-channel targeted campaigns generally show better results than standard email marketing campaigns
Saves time and costs
Both EDM and email marketing are extremely cost-effective – once you have your list, you can email them at quite a low cost based on a schedule you set out for your business. You can create beautiful emails using templates or the skills of an in-house design team at a fraction of the cost of creating a traditional mailer.
Time is also saved because you can do everything in-house without needing to turn to a printer or delivery service to get your message to your audience.
Builds trust and increases conversions
Being able to speak directly to your audience is one of the ways that a business can build trust with its customers – and email marketing is the most effective way to do this.
In fact, BCG study found that, for millennials, trusting a brand is second only to loyalty discounts in importance when choosing which companies to support. And a 2019 study by Edelman found that 62% of consumers are loyal to brands they trust, with another 51% stating that they would advocate for brands they trust.
One of the greatest elements of EDM marketing is that you are working with a list of people who have given you their direct permission to contact them via email. They have opted-in to receive your communications, so you know that they are interested in hearing from you.
Because of this, they are more likely to engage with the content that your business sends. This allows you to build trust with your audience by sending them timely and engaging emails. And by building trust, you will be able to convert them into a paying customer.
Because of this, your business will be able to connect with your audience on a more authentic level, offering them information that is actually useful to them. No more sending out an email to a global audience promoting free shipping within the United States – with proper audience segmentation you can accurately address the different sections of your audience.
Traditional email marketing is all about gathering leads and trying to build a relationship with them. EDM marketing takes it one step further and tries to leverage the valuable information you have already collected to improve how you market to your target audience members. Personalized communications are just one way to improve the customer relationship.
7 steps to building a foolproof EDM marketing campaign
If you’re ready to implement an EDM marketing campaign, you’re in luck – they start quite simply, and then expand as time goes on. There are 7 steps to implement EDM marketing in your business, and the process starts much like a simple email marketing campaign.
Step 1: Choose an email service provider
If you already have an email service provider (ESP) of choice, then you’re ready to move to Step 2 – congrats! If this is the first time you are implementing any kind of email marketing in your business, you’re going to need to find an email platform that works for you.
If you are implementing EDM marketing campaigns, we suggest moving away from a simple spreadsheet and investing in an email marketing software – features like list segmentation, autoresponders, automated workflows, and analytics alone make it worthwhile.
There are a lot of great options out there, and you will need to do a bit of testing to see what works best for you. Thankfully, most email marketing platforms offer you some kind of free trial – VerticalResponse gives you 60 days, while ActiveCampagin gives you 14 days and Constant Contact has a 30-day trial. Both MailChimp and Sendinblue have “free forever” plans with limited features for smaller list sizes.
You’ll want to ensure that whatever platform you choose, you have the ability to segment your list and to send automated email campaigns that are triggered by parameters that you establish.
Step 2: Build your list
The success of any email or EDM marketing campaign lies with your list of leads. You want to ensure that the names on your database are legitimate and that you are consistently cleaning your list (most software can help you with this!).
If you’ve been in business for some time, you should consolidate all of your contacts into one list. Pull contacts from email accounts, your eCommerce and CRM platforms, and your existing email list.
Have a dedicated page for lead capture – Create a strong lead capture page and link to it from your social media profiles, ads, marketing collateral, etc.
Don’t forget offline – You can use your physical stores and other physical presence to get people’s emails into your database.
When building an email list at scale, there are some best practices you can follow to help improve the effectiveness of your strategies. Here are the key ones:
Laser-focus your targeting – If you are an eCommerce store that sells cookware to avid bakers, it doesn’t make sense to target people who only show interest in dining out.
Choose your triggers carefully – Consider the different times that your lead capture form can trigger: In exit, on timer, on scroll, on inactivity, etc. Determine how you can layer them to effectively capture the most leads.
Personalize when you can – This is an opportunity to segment your list even further and deliver a personalized experience that will resonate with your audience. Use dropdown menus and radio buttons to gather additional data on your subscribers.
Limit the use of CTAs – Instead of overwhelming visitors with too many calls-to-action, limit how many CTAs you have on a page or on a form. This will definitely lead to more conversions.
Be transparent about your intentions – Be clear about what information you are asking for, why you’re asking for it, and how it will be used.
Keep your forms simple – In general, the longer the form, the fewer submissions you’ll receive. So keep your forms as short and simple as possible.
Step 3: Segment your list
Once you’ve built your list, it’s time to start segmenting. To be able to send your subscribers the most targeted, applicable content for them, you need to segment your list accordingly. If you are having a sale on women’s dresses, it doesn’t make sense to inform your male subscribers.
How you segment your list will depend on your objectives and the information that you have collected from your audience. There are four types of segmentation you can apply:
Demographic segmentation is the “who” of market segmentation. It looks at identifiable non-character traits like Age, Gender, Ethnicity, and more. For example, demographic segmentation might target customers based on their income, so your marketing budget is wasted on targeting people who cannot likely afford your products.
Psychographic segmentation is the “why” of market segmentation. It looks at your customers’ personalities and interests like Hobbies, Life goals, etc. It can be harder to identify this set of demographics, but they can be incredibly valuable in your marketing efforts.
Geographic segmentation is the “where” of market segmentation. It is incredibly easy to group your customers via physical location and it can be done in several ways: Country, Region, City, Postal code.
Behavioral segmentation is the “how” of market segmentation. It may be the most useful of all for eCommerce businesses. It does need some data to support it but most of this can be found on your website. The segments available include Spending habits, Browsing habits, Loyalty to brand, and more.
Segmenting your list lets you address your customers’ needs, market directly to them, and send effective emails every time. It’s integral to an EDM marketing strategy.
Step 4: Create your email campaign
This is it! You’re ready to create your campaign and send an email to your list. Depending on which email platform you went with, the steps to create your campaign will differ slightly. But there are some key email marketing tips you can use when building your campaign:
Ditch the technical jargon – Speak directly to your audience in a language they can relate to.
Make your emails pop with visuals – Break up large blocks of texts with images.
Write a catchy subject line – Your subject line is the most important part of your email because it determines whether or not people see your email.
Stick to your brand – Be consistent in your email design, tone of voice, sending intervals, etc.
Don’t get sneaky with your unsubscribe button – Anti-spam laws are no joke, so be sure to have a visible unsubscribe button or link in the footer.
If you aren’t sure where to start when it comes to the types of email campaigns to send, these are great options for eCommerce businesses:
Special offer announcements
New arrivals / Product launches
“We miss you” type emails to lapsed customers
Re-orders / Back-in stock notifications
Introduction to your brand and USPs
Step 5: Set up your autoresponders
Take advantage of autoresponders to help you automate your email communications. Autoresponders are emails that are sent automatically to your list based on the triggers you set within your email platform. Triggers can be:
A specific action, like when someone opts into your list and a welcome email is sent.
Timed release, like a week after signing up to your list, a discount code is sent.
If you’re looking for ways to include autoresponders in your EDM marketing campaign, try some of the following:
A birthday greeting
Bills, receipts, shipping confirmations, and other transactional emails
If you are running a marketing campaign of any kind, you must be tracking your results. Without analytics, you can’t fully understand how your campaigns are impacting your marketing objectives. Here are some of the key metrics you should be tracking for your EDM marketing campaign:
Open rate – How many people open your email.
Clickthrough rate (CTR) – How many people click on a link in your email.
Click-to-open rate – Compares the number of unique clicks to unique opens.
List growth rate – How many new people subscribe from your list.
Email sharing rate – How many people are sharing your email.
Unsubscribe rate – How many people unsubscribe from your list.
Most email platforms will be able to give you this information – coupled with Google Analytics, you should be able to track all the metrics you need to measure the success of your EDM marketing campaigns.
Step 7: Run complementary marketing campaigns
Depending on your goals, complement your electronic direct mail campaign with campaigns on other media channels, such as remarketing pay-per-click ads, social media posts, SMS remarketing, web push notifications, print advertising, or other offline strategies.
For example, if you’re promoting a new product launch and you’ve sent an email blast to your list, you can follow it up with targeted social media ads, SMS reminders on launch day, as well an advertisement in a magazine.
Let’s look at the “Back in Stock” email example from Blanqi, a nursing and maternity brand. Blanqi sent a promotional email to let their customers know that their popular Girl Shorts were back in stock.
From there, Blanqi continued to adjust its eCommerce merchandising strategy and used a website hero image that promotes the Girl Shorts. It also served a “Welcome” lead capture overlay with radio buttons to be able to segment subscribers based on their needs.
And finally, Blanqi sent out another email to subscribers who had shown interest in both postpartum and maternity clothing that highlighted some of the ways you can style the Girl Shorts.
By creating these multiple touchpoints and segmenting their list so they are reaching their target audience, Blanqi ensures that their customers and potential customers are aware that the Girl Shorts are restocked and on sale.
You are creating multiple touchpoints where you know your audience will be so that you can reach them more than once. The email is just the starting point.
EDM marketing is a continuous effort to build a personalized brand experience through your marketing. It is all about creating trust and building relationships that convert with your customers.
If you’re unsure of how to get started, feel free to connect with our team and we’ll be able to offer you tailored lead capture and email remarketing strategies to boost your revenue and customer loyalty. Also, check out our Daily Steals case study where we managed to get over 125,000 additional email subscribers and increase conversions by 4%.
EDM Marketing FAQs
What is an EDM in marketing?
EDM marketing is an acronym for Electronic Direct Mail marketing. It’s a marketing tactic used by companies to target a large group of potential customers and focuses on building relationships to increase overall sales.
Is EDM the same as email marketing?
Both EDM marketing and email marketing use emails to build a list and drive conversions. However, traditional email marketing mainly involves sending emails through a third-party provider in hopes that those emails convert customers. A fully-fledged EDM marketing campaign is much more complex. You may start with e-blasts but follows up with retargeting ads to capture those that have seen the email, a supporting social media campaign, and even billboards or printed ads in magazines.
With many e-commerce events and retailer trade shows canceled due to COVID-19, we sourced some of the best e-commerce conferences you can still attend in 2020. Note: We’ll keep this list updated with new information.
COVID-19 has turned marketers’ lives upside down, with event marketing and B2B trade shows taking one of the hardest hits. At the beginning of March, we’ve seen numerous e-commerce conferences being canceled and trade show organizers pulling the plug after corporate partners and attendees backing out due to coronavirus uncertainty.
The “grim reaper” of e-commerce conferences took mercy on no one: we’ve seen global giants like Shoptalk, Shopify Unite, RetailX drop at the same rate as smaller niche events.
Nevertheless, a major trend has emerged. Businesses that were either planning to attend or host their own physical event decided to shift their focus online. In a matter of days, virtual events started popping up promising the same immersive experiences and networking capabilities of a face-to-face event…but from the comfort of your sofa!
According to Bizzabo, 57% of marketers had to pivot their events to virtual due to the impact of COVID-19 with a whopping 92% saying they plan to incorporate virtual events into their strategy going forward even though almost ¾ haven’t run virtual events in the past.
So while we can still expect physical events to return sometime in Q4 or the beginning of 2021, they’ll likely never be the same. And not only due to post-COVID-19 safety regulations, but also the fact that event budgets will be relocated or cut significantly.
So where to go if you still want to network with your peers, learn about eCommerce trends and strategies from leading retailers, or simply showcase your eCommerce brand? Here’s our – continuously updated – list of best e-commerce conferences and retail events to attend in 2020.
eTail Canada Virtual Event [VIRTUAL] June 18, 2020, 12:00 PM – 3:30 PM EST The eTail Canada Virtual Event will give you tips, tricks, and lessons learned from the top minds in retail eCommerce and omnichannel.
eTail Virtual Event [VIRTUAL] June 22-23, 2020, 12:00 PM – 4:00 PM ET The eTail Virtual Event is an online free-to-attend summit, bringing together tops mind in e-commerce and omnichannel providing the latest insights with the convenience of an on-demand digital event.
#TrendsOfTomorrow Ep.1: Budget-friendly hacks for eCommerce growth [VIRTUAL] June 24, 2020, 03:30 PM BST #TrendsOfTomorrow is a new virtual event series by Yieldify. Each month, our industry experts will share their top recommendations on a key area of e-commerce, followed by open office hours where we’ll answer your burning questions.
Shoptalk Virtual: Resurgence of Retail: A New Era of Shoppers and Stores Emerges [VIRTUAL] June 25, 2020, starting at 1:00 PM EDT In this session, Shoptalk will conduct three 10-minute interviews with leaders at three different retailers to highlight how each of them has approached store reopenings and what they’ve learned about what does and doesn’t work as they strive to win over COVID-wary shoppers.
Signifyd FLOW Virtual Meetup [VIRTUAL] June 25, 2020, 9:30 AM – 7:00 PM BST Signifyd FLOW Virtual Happy Hour brings together like-minded thought leaders, local merchants, and members of the e-commerce community to collaborate and empower each other during this unprecedented time of COVID‑19.
Northeast eCommerce Mini Summit [VIRTUAL] June 30, 2020, 2:00 PM – 5:00 PM EDT A day of networking, presentations, and panels from e-commerce industry leaders.
Events in July
eTailing Summit 2020 [PHYSICAL TURNED VIRTUAL] July 06, 2020 The summit continues to follow the award-winning structure that brings key e-commerce and digital managers from online retailers together with leading solution providers for focused one-to-one meetings via a pre-arranged itinerary of virtual business meetings.
Shoptalk Virtual: Changes in Consumer Behavior: Shoptalk Retail Framework for COVID-19 [VIRTUAL] July 09, 2020, starting at 1:00 PM EDT During this session, the Shoptalk team will provide an update to the Shoptalk Retail Framework for COVID-19 based on recent data and analysis related to changing consumer behavior. This update will look at how the new era in retail is being shaped by shoppers transformed by the COVID-19 experience.
B2B Online Virtual Event [VIRTUAL] July 15-16, 2020, 12:00 PM – 4:00 PM EST The B2B Online Virtual Event is an online free-to-attend forum, bringing together top minds in B2B manufacturing and distribution eCommerce and omnichannel providing the latest insights with the convenience of an on-demand digital event.
Events in August
eTail Asia 2020 [PHYSICAL] August 04-06, 2020 eTail is designed to help e-commerce merchants increase the profits from their online business. Inspiring keynotes, over 30 hours of intimate discussion groups, disruptive strategies, peer to peer conversations, and connections with the top minds at Asia’s most successful retailers.
B2B Online Chicago 2020 [PHYSICAL] August 05-06, 2020 The most disruptive digital, eCommerce, and omnichannel content. With 900+ B2B leaders exclusively in one place at one time, this is the only meeting place to shape the future of the industry.
iMedia Online Retail Summit: Australia [PHYSICAL] Rescheduled: August 24-26, 2020 iMedia Online Retail Summit provides an intimate environment for senior online retail marketing executives to converge, debate, and discuss the major strategic issues they face in online retail. 2020 theme: Partnerships: great alone, better together.
#TrendsOfTomorrow: Personalization after COVID-19 [VIRTUAL] August 26, 2020 The COVID-19 crisis has drastically changed the landscape of eCommerce, with the industry jumping forward 10 years in a 90-day period. But what does that mean for innovation, particularly in the field of personalization? Join Yieldify on August 26th to learn more about the results of a personalization survey conducted with 400 eCommerce leaders.
MivaCon 2020 Digital Day [PHYSICAL TURNED VIRTUAL] Rescheduled to August/September 2020 The MivaCon 2020 Digital Day is all about empowering independent sellers. Merchant attendees will receive exclusive insights from top e-commerce experts on what they need to stay competitive, relevant, and profitable.
Events in September
eTail Asia & ANZ Virtual Summit Week [VIRTUAL] September 07-11, 2020 Accelerate your digital transformation with proven strategies from leading retailers, get your eCommerce, digital marketing, and e-delivery capabilities ready for COVID-19, and discover how the latest strategies, tools, and technologies are being leveraged.
One-to-One Monaco 2020 [PHYSICAL] September 01-03, 2020 The theme chosen for the 2020 edition will allow participants to better understand the expectations of a more committed and responsible consumer, and the challenges of market players who are massively accelerating in this process.
Shoptalk 2020 [PHYSICAL] Rescheduled: September 14-17, 2020, Everyone who’s anyone is at Shoptalk. Over 8,000 individuals attend Shoptalk each year from almost 3,000 established retailers and brands, startups, tech companies, investors, real estate operators, media, Wall Street analyst firms, and more.
iMedia Online Retail Summit: New Zealand [PHYSICAL] Rescheduled: September 14-16, 2020 iMedia Online Retail Summit provides an intimate environment for senior online retail marketing executives to converge, debate, and discuss the major strategic issues they face in online retail. 2020 theme: Partnerships: great alone, better together.
Paris Retail Week [PHYSICAL] September 15-17, 2020 Paris Retail Week 2020 will bring together trade professionals at Paris Expo Porte de Versailles in an ever more experiential format. Conferences, Workshops, Pitching, Awards, Innovation Tours, Store Tours, and announcements of new innovations will energize this event dedicated to sharing knowledge, experiences, and best practices.
Savant eCommerce London [PHYSICAL] September 16-17, 2020 Savant eCommerce London will explore both established and innovative approaches for you to efficiently drive profitability within your organization.
eCommerce Under the MiCROscope: Cart abandonment [VIRTUAL] September 23, 2020 With planning for peak season underway, Yieldify’s CRO experts are back with a special focus on cart abandonment and how to stop it. In this short session, we’ll be dissecting a selection of real eCommerce website live to show us best practice (and missed opportunities) when it comes to getting from cart to conversion.
The Virtual B2B E-Commerce Summit [VIRTUAL] September 24, 2020 Ready to get inspired by our virtual B2B summit for manufacturers, wholesalers and distributors? You will learn the latest and most practical information on how to succeed in e-commerce.
E-commerce Summit 2020 [PHYSICAL] Rescheduled: September 28-29, 2020 The E-commerce Summit is an exclusive, invitation-only conference for retailers and brands. Focusing on the European market and the following three verticals: Fashion & Lifestyle, Home & Living, and Food & Care-, the top trending topics on E-commerce will be widely addressed.
Savant eCommerce Stockholm 2020 [PHYSICAL] September 29-30,2020 This year, Savant eCommerce Stockholm will explore the methods and strategies, both tried and new, for you to effectively drive profitability within your organisation.
eTail Virtual Event [VIRTUAL] September 29-30, 2020 The eTail September Virtual Event is a 2-Day online, free-to-attend summit, bringing together tops mind in retail and providing the latest insights with the convenience of an on-demand digital event.
E-commerce Expo London 2020 [PHYSICAL] September 30-October 01, 2020 E-commerce Expo is the UK’s largest event dedicated exclusively to the e-commerce industry. Focusing on customer acquisition, retention, and fulfillment, E-commerce Expo addresses the key areas to get your business growing.
Events in October
E-Commerce Day REMOTE [VIRTUAL] October 01, 2020 Get educated, motivated, and inspired by over 50 E-commerce Expert Speakers, Including Merchant Keynote Rebecca Minkoff.
Bloomreach Connect Global Online Summit [VIRTUAL] October 06, 2020 Meet the brightest minds from the worlds of tech and commerce. The 5th edition of this flagship event will bring a global speaker lineup and an immersive digital experience live from your home.
Savant Supply Chain Congress [PHYSICAL] October 06-07, 2020 Savant Supply Chain is always at the forefront of developments in your sector. An energizing and high-level event like no other in the supply chain space, it brings together 130+ Heads of Supply Chain, Logistics and Planning from Europe’s most established and most innovative B2C supply chains.
Drapers Digital Festival 2020 [PHYSICAL] Rescheduled: October 07, 2020 An immersive festival featuring essential content from industry leaders, live awards judging, competitions, fringe events, and a celebration of the industry’s digital triumphs.
eTail East 2020 [PHYSICAL] Rescheduled: October 13-15, 2020 eTail is a three-day conference designed to help e-commerce merchants increase the profits from their business. Action-packed stories, disruptive strategies, strategic conversations, and connections with top minds at America’s most successful retailers.
eTail Australia 2020 [PHYSICAL] Rescheduled: October 13-15, 2020 With over 250+ retail decision makers exclusively in one place at one time, this is THE meeting place to benchmark your business with the best and shape the future of your industry.
Online Retailer Sydney 2020 [PHYSICAL] Rescheduled: October 19-20, 2020 This October, hundreds of stakeholders, large and small, will come together to access the latest trends, strategic insights, solutions, tech and connections that will make a positive difference to their business in 2020 and beyond.
iMedia Online Retail Summit: South East Asia [PHYSICAL] Rescheduled: October 26-28, 2020 iMedia Online Retail Summit provides an intimate environment for senior online retail marketing executives to converge, debate, and discuss the major strategic issues they face in online retail in a closed forum. 2020 theme: Partnerships: great alone, better together.
PI Live London [PHYSICAL] October 27-28, 2020 PI LIVE London in an annual gathering of the brightest minds in e-commerce, affiliate, and performance marketing. Our events are carefully curated and designed with both retailers and publishers in mind giving access to great content, leading technologies, and potential partners across two action-packed days.
Events in November
B2B Marketing Expo 2020 London [PHYSICAL] November 10-11, 2020 Europe’s leading marketing event, connecting the most proactive marketing professionals with the tools, techniques, and innovations they need to be at the forefront of the ever-evolving world of marketing.
Events in December
Digital Travel US 2020 [PHYSICAL] December 14-15, 2020 Digital Travel is the premier interactive conference for travel executives who are looking to reimagine the customer journey. Join the top minds from hotels, OTAs, airlines, transportation companies, and everything in-between, to share practical insight on how to enhance personalization and improve their online strategies for better cross-channel experiences.
What is behavioral segmentation and why is it important to your eCommerce business?
Let’s answer this question and define some key behavioral segmentation examples.
Marketing Segmentation has always been a key component of the most effective marketing strategies. Dividing customers into smaller groups based on their needs and actions ensures you are best placed to efficiently solve their problems and in turn, sell more of your products.
Whilst understanding information such as your average customer’s location, age, and gender are essential first steps to begin addressing those needs, sometimes it is necessary to go one step further.
Leveraging other useful customer metrics like behavioral data can help you identify how your customers interact with your business.
For example, behavioral segmentation can answer questions like How many times they visit your online store before purchasing?; or Which promotional message – a discount code or a free shipping guarantee – is more likely to nudge them towards a higher-value purchase?
This level of insight is what makes behavioral segmentation a must-have marketing strategy for eCommerce businesses. In this post we’ll cover:
Behavioral segmentation refers to a process in marketing which divides customers into segments depending on their behavior patterns when interacting with a particular business or website.
These segments could include grouping customers by:
Their attitude toward your product, brand or service;
Their use of your product or service,
Their overall knowledge of your brand and your brand’s products,
Their purchasing tendencies, such as buying on special occasions like birthdays or holidays only, etc.
Going beyond the traditional demographic and geographic segmentation methods and utilizing behavioral data allows for the execution of more successful marketing campaigns.
At the very least, behavioral segmentation offers marketers and business owners a more complete understanding of their audience, thus enabling them to tailor products or services to specific customer needs. Below we take a look at four more benefits of behavioral segmentation.
Why is behavioral segmentation so important?
Identifies the most engaged users. Being able to filter existing customers and potential prospects that display highest levels of engagement – for example, those regularly opening your emails, or spend the most time with your product pages – enables marketers to make more informed decisions on how and where to best allocate time, budget, and resources. In return, this makes your marketing more cost-effective, as you’re not burning through budget trying to warm up predominantly cold leads. You can focus on those most likely to make a purchase.
Improves messaging accuracy. Behavioral segmentation allows marketers to optimize their positioning and marketing messages toward the customer data at hand. Imagine you’ve already identified that 24-35-year-olds are the most active segment on your fashion eCommerce store. Behavioral segmentation allows you to enrich this demographic data by splitting the segment based on their interests and preferences, such as “interested in activewear” vs “interested in formal attire,” or “one-time shopper” vs “wardrobe overhauler.”
Provides refined personalized experiences. To provide a sense of brand persona and uniqueness, deeply analyzing your audience and resonating with customer needs, wants, concerns, and demands can make noticeable differences. Specifically, personalized approaches, such as displaying complementary products on the website or sending an upsell email after a recent purchase can not only lower bounce rate, reduce cart abandonment, or speed up the purchasing process, but also cement customer loyalty.
Builds brand loyalty. Customers who feel they are being attended to throughout their customer journey will instinctively favor the brand over competitors. Behavioral segmentation enables eCommerce businesses to reach extraordinary levels of customer satisfaction & retention, increase customer lifetime value, and boost long-term revenue. All due to increased targeting accuracy and higher levels of personalization.
What are the 4 types of behavioral segmentation?
There are four main types of behavioral segmentation that help form a complete customer profile throughout their buying journey. Each nuance provides actionable insights, which can be embedded in a variety of marketing channels and encourage customers to act on their purchase decisions.
You can break these down into four main behavioral segments.
1. Segmentation based on purchase and usage behavior
Segmenting by purchase behavior disentangles the varying trends and behavior patterns that customers have when making a purchase decision.
Segmenting by purchase behavior disentangles the varying trends and behavior patterns that customers have when making a purchase decision.
This form of behavioral segmentation provides insight into the buying stage that your customer might be in, their role in the purchasing process, the obstacles they are facing, the incentives they’re most likely to respond to and much more.
For example, customers who prefer to undertake research will often turn to search engines or reviews to be assured they are making the right decision purchasing from you, whilst customers that are particularly thrifty may only interact with your brand or product when on sale.
Ultimately, both of these customer types can fall into the same product affinity category. However, targeting all of them with the same marketing materials and messaging is destined to waste resources. The aforementioned careful consumer may not respond to discount promotions in the same manner as the thrifty one.
This is where segmenting by purchase behavior comes in. You can break these behaviors down into categories depending on:
How many interactions with your business does a customer need before proceeding to conversion;
What search queries a customer used to locate your brand, product or service;
What questions a customer asks when using a live chat or virtual assistant; etc.
Knowing this information allows you to respond to your customer’s needs in a relevant manner.
For example, customers who are in the research phase and are likely to leave to compare prices could be retargeted with a “best price” or “price match” guarantee. Alternatively, a shopper that is keen on social proof and buys in accordance with popularity trends could be targeted with a message suggesting that the item is in high demand, and moving fast.
2. Occasion or timing-based segmentation
Occasion-basedsegmentation categorizes customers who are most likely to interact with your brand or purchase from your website on either specific occasions or set times.
Occasions could include national holidays like Labor Day, a holiday season like Thanksgiving or Christmas, or life occasions, such as a wedding, new house, or vacation.
Occasion-based purchasing can also occur in a customer’s daily routine. Purchases like a happy hour round of drinks after work and a caffeinated morning drink are all types of occasion-based purchases as they are only bought at precise times.
Grouping customers using this form of segmentation involves monitoring a customer’s purchasing behavior to establish a pattern so that you preempt the targeting process.
For example, if your store has customers that participate yearly in your Thanksgiving promotions, but do not buy anything else from you throughout the year, you can use this information to market to the customer in weeks in advance.
3. Benefits sought segmentation
Segmenting by benefits sought refers to dividing your audience based on the unique value proposition your customer is looking to gain from your product or service.
Let us explain further. When we make purchases, we do so based on the belief that we will receive a certain value or benefit from using the product or service.
Even when purchasing something as mundane as toothpaste, we lean towards different value propositions: Some may be looking for whitening benefits while others seek comfort to their sensitive gums. Dividing consumers based on these factors embodies the benefits sought segmentation.
Grouping your data by benefits sought helps you narrow down the specifics of what drives customer purchases, revealing which product feature or service aspect they feel most attuned to. Divide data by these benefit categories when using this form of behavioral segmentation:
Quality: What makes your product better than your competitors?
Usage: How will it benefit your customer when they use it?
Customer Feedback: Are your customers happy with the product or service, or are there areas for improvement?
USPs: What makes your product unique from other already existing products?
Additional Benefits: Are there other advantages a customer could receive from purchasing your products or services?
4. Segmentation based on customer loyalty
Loyalty-based segmentation measures the level of loyalty a customer has with your brand, either through a rewards program, number of purchases, or general engagement with your marketing efforts.
Using loyalty-based behavioral segmentation helps you to zero in on existing repeat customers, their needs, behavior patterns, and more. Besides generating repeat revenue from your business, loyal customers are incredibly useful in terms of referrals, word of mouth, and feedback.
Extracting valuable information from this segment can help you optimize future campaigns, improve your value proposition, strengthen positioning, and more. Consider identifying factors such as:
What the key behaviors were throughout the customer journey that nurtured loyalty;
Which customers are the most appropriate or ideal type for loyalty programs;
What factors are most essential in keeping those segments of customers happy;
Which ways value received from loyal customers can be maximized.
The most common examples of customer loyalty segmentation can be reflected in the travel industry which regularly promotes frequent flier programs and the finance industry who offer rewards for big-spending platinum credit card members.
Behavioral segmentation examples for eCommerce
When used effectively, behavioral segmentation can produce astounding results, transforming previously cold leads or customers into newly engaged and retained ones. Here we list some real-life examples, so you can see behavioral segmentation at its subtle, very best.
Usage behavior: BabyCentre UK
Part of the Johnson & Johnson multinational corporation, BabyCentre UK is a pregnancy and childcare resource located in the United Kingdom. The company uses a Facebook Messenger app to suggest personalized advice and make targeted recommendations based on the input that it receives from the user, through a series of questions and answers.
For example in the promotional images above, when the parent selects weaning as the problem they are encountering, the BabyCentre app engages the user by giving them a list of signs to look out for, as well as then suggesting recipes for when the child is ready for solid food.
This tailored experience provides BabyCentre with actionable data that it can use to segment the user by the information obtained through their selections: For example, their child falling into an age category that experiences weaning. Categorizing by this data can help target the customer with repeat, relevant information – such as recipe guides or other helpful advice.
When Babycentre investigated what drove the highest levels of traffic to its website – the chatbot or email marketing – it revealed that the messenger bot recorded a read rate of 84% and click-through rate (CTR) of 53%. Together the stats made for an overall engagement rate that was 1,428% higher than its email funnel, adding further evidence to how effective segmentation can be when categorized correctly.
One out the box example of occasion-based purchasing segmentation came from a campaign initiated last year by famous Irish stout manufacturer, Guinness.
Guinness gives their brand name to sponsor the Guinness Six Nations Rugby Cup each year and regularly experience sales boosts through fans purchasing their drinks to complement the matches.
However, with industry stats showing that 6.1 million people now actively choose not to consume alcohol, Guinness wanted to find a way to diversify their marketing strategy to appeal to those who don’t drink, whilst also aiming to retain previously existing customers, and those most likely to purchase again from them throughout the time of the tournament.
So, just before the Rugby Tournament was due to begin they aired a 30-second advertisement advertising their new product: Guinness Clear.
The campaign used slogans such as “Make it a night you’ll remember,” and “Sometimes less is more” while alluding to the brand new ingredient of H20. The campaign reached 21 million people and immediately generated global media attention, with customers confused as to whether the product was a new product, or whether it was just water – which in the end, it turned out it was.
This process of segmentation worked across multiple audiences. For existing loyal customers, they immediately flooded manufacturers with questions as to where they could purchase the product, whilst those consumers that Guinness knew were more likely to buy, but only in conjunction with the event, were also targeted with a timely reminder of their brand to be enticed once again into purchasing.
Additionally, it had the potential to acquire any new or occasional drinkers who could be won over by a creative marketing campaign.
American skincare brand Olay used benefits sought behavioral segmentation when creating its Skin Advisor. The artificial intelligence beauty tool collects data from customers by asking them five to seven quick questions about their skin. The advisor then reveals the true age of the customer’s skin, and recommend products accordingly.
By asking the customer questions based around their skincare routine, and their preferences, Olay can collate data that can influence its product development, allowing the brand to bring out products that are most sought after and most relevant to their customers.
For example, through its Skin Advisor app, Olay gleaned that a large percentage of its consumer base wanted fragrance free products. Originally, these products were not even considered by Olay’s development team, but they were then able to be actioned for manufacturing.
Olay did the same when data from the Advisor revealed that many customers were seeking Retinol based products, and the subsequent lack of Retinol products in its range was contributing to the brand losing custom. In response, Olay released Retinol 24 which has gone on to be one of the brand’s best selling products and which helped to completely transform their sales.
Another behavioral segmentation example is that of DavidsTea who uses behavioral segmentation in their loyalty programs.
DavidsTea is a Canadian specialty tea seller who wanted a fun way to personalize their messaging to their most valued customers. Their timeline style emails won general applause across the internet and are ranked as one of the best email marketing examples, ever.
As the above screenshot shows, when a customer reaches a specific anniversary with the company, they receive a “look back” email that contains data such as where their first purchase took place and uses the recording of data such as their most purchased teas to give a fun, by weight, comparison.
By receiving this email the customer feels unique and valued throughout their customer journey and will be more inclined to continue purchasing.
Other types of behavioral segmentation
Whilst we have covered the four main types of behavioral segmentation, there are other strategies that encompass different behavioral segments. These include:
Segmentation based on customer journey stage
A customer’s buying journey develops in four main stages, which make up the widely known AIDA model. The AIDA model recognizes this process of deliberation as a sequence of 4 steps:
Attention: The consumer becomes aware of the brand, product, or service.
Interest: The consumer’s curiosity develops into a deeper interest.
Desire: The consumer starts imagining the product in their everyday lives.
Action: The consumer is ready to purchase.
It’s important to note the eCommerce buyer’s journey doesn’t end with the purchase. After the initial conversion follow Adoption (your customer makes repeated, regular purchases) and Advocacy (your customer becomes a loyal supporter of your brand, product, or service, frequently purchasing and actively promoting you by word of mouth, social proof, etc.).
Segmenting by the customer journey stage gives direction to your business objectives: To pull customers into the attention stage you’ll need strong advertising campaigns, media coverage, influencer support, and all that jazz.
However, to nudge customers from desire to purchase you’ll need well-positioned USPs, clear and informative FAQs, associative product imagery, and good website UX. Not to forget that 8 in 10 customers often leave products in their cart, strong remarketing campaigns via email, SMS, or browser will also come in handy.
Our client, Vinomofo, used this type of segmentation to develop a strategy that targeted specific audiences including new, returning visitors, returning clients, and more. New visitors were served with a $15 off incentive, whereas returning clients saw premium services depending on their basket value. Check out the Vinomofo case study in full to learn about the results!
All in all, gaining a comprehensive idea of the stage your customer is in, as well as the touchpoints they interact with, allows you to provide more relevant and timely communication that can lead to higher conversion rates.
Segmentation based on engagement
Customer engagement can be categorized by three levels:
Occasional: Customers sometimes have contact with your brand, product, or service but not regularly.
Regular: Customers regularly interact with your products or services, but fail to use them to the full extent.
Intensive: Your products or services are embedded in your customer’s life and they buy from you at any opportunity.
Just like customer journey stage segmentation, grouping customers based on their engagement levels can also help you to understand the reasons why their behavior falls into the appropriate category.
For occasional customers, surveys could be a useful tool in determining whether they lack the motivation or trust to purchase. Providing regular customers with marketing material that highlights all the features of your product or service may display changes in their behavior. Those who are intensive advocates of your product or service could benefit from loyalty or reward schemes in order to retain their custom and incentivize further word-of-mouth marketing.
Use this information accordingly and adjust both your marketing messages and strategies to appeal to each segment. This will aid customer retention by dividing the relevant materials between those engaged, and those unengaged, and ultimately help to reduce churn.
Segmentation based on satisfaction
Behavioral segmentation based on satisfaction is the most straightforward of them all. Utilizing customer feedback can help you to enhance your product or service by understanding which features your customers most desire, or which could help you edge ahead of competitors.
Use marketing tools like surveys and offer incentives for completing the feedback such as a discount off of their next purchase. These will be worth it in the long run.
Behavioral segmentation is a vital part of any marketing strategy, and implemented in one of the above methods can display data trends and insights that you may have otherwise never have uncovered.
By understanding customer behavior you can use this to improve performance across other channels such as email marketing, SMS marketing, social media marketing, and chatbot marketing to diversify your results.
By segmenting your users by their behavioral data, you gain a more comprehensive look at how you can adjust your messaging, brand, marketing materials, and ultimately products or services in order to stay ahead of the competition and reduce your customer churn.
Behavioral segmentation FAQ:
What is behavioral segmentation?
Behavioral segmentation refers to a marketing segmentation process in which customers are divided by their behavior patterns when interacting with a business.
What are the four types of behavioral segmentation?
The four main types of behavioral segmentation are based around purchase behavior, occasion-based purchases, benefits sought, and customer loyalty.
What is an example of behavioral segmentation?
Examples of behavioral segmentation include loyalty programs, happy hour events, survey collection, and recommendations, such as possible travel destinations, or ancillary products.
Looking to learn more about eCommerce merchandising? We handpicked 11 merchandising resources for all types of learners: from online courses to books and webinars – find one that suits you the best!
Most marketers would say that working through their eCommerce merchandising strategy is quite an exciting time. It means you are taking the steps to improve your business model, increase your revenue, and grow a loyal customer base.
The art of displaying products and offers on shelves to increase sales has long been a staple of retail stores. E-commerce merchandising is a relatively new concept in comparison, but it has quickly become just as important for digital stores as it has been for brick and mortar.
1. Fast Track Retail Buying and Merchandising. This beginner course introduces you to the specialized terminology, concepts, jargon, and acronyms of merchandising. This Udemy course will give you a full picture of how everything ties in together to help you fully understand the complexities of the buying and merchandising cycle in your business.
2. Shopify Compass’ store design courses. Shopify has a series of courses in its Compass program (formerly known as Shopify Academy) that can help you create a stunning eCommerce experience that converts visitors into loyal customers.
The second course – Introduction to Strategic Store Content – will teach you how to leverage strategic content to give your online store the strongest ROI. Lessons include learning how to optimize your website using best practices, and how every page on your website can work to lead potential customers through checkout.
The third course – Product Photography for eCommerce – focuses on the importance of product photography for eCommerce websites and teaches you how you can create your own low budget product photography.
3. The Art and Science of Buying and Merchandising. With this 7.5 hours long online course available exclusively on Business of Fashion (BoF), you will gain a general understanding of the buying and merchandising functions in your business.
Taking this course you’ll get advice on how to use your data along with your instincts to make big business decisions. Finally, you’ll get a look into best-in-class companies and how they execute their buying and merchandising strategies.
4. Retail Management – Merchandising, Distribution and Marketing. While this free course available on Alison focuses mainly on brick-and-mortar stores, the first half of the course has some great lessons that can easily be applied to eCommerce websites. In Module 1, you will learn how to set price points, the basics of visual merchandising, the principles of design, and how to effectively design to attract customers.
5. Product Styling for a Higher Revenue. Presenting your products in an appealing way in a big part of effective merchandising. Skillshare’s course will teach you how to create visually stunning images that are presented in a way that supports your brand story. Learning how to style your photos gives you the solid foundation you need to create beautiful images that convert.
7. Upstart!: Visual Identities For Start-Ups & New Businesses. If you are just getting started and you have yet to create a visual brand identity for your eCommerce business, Gestalten’s Upstart! is a great place to go for inspiration. This book showcases a range of visual identities that have been created by new businesses and start-ups and is a great way to find inspiration for your own visual merchandising.
8. The Ultimate Visual Merchandising Handbook. While this whitepaper on visual merchandising is written with retail stores in mind, 90% of the content is easily translated into the eCommerce world. The Tips and Tricks chapter is very applicable and offers some great takeaways and the How-To Measure VM Strategies provides a very interesting take on how to track and measure the success of your visual merchandising initiatives.
9. The Elements of Visual Merchandising. Another book that focuses mostly on brick-and-mortar stores, The Elements of Visual Merchandising has a lot of wonderful takeaways that can be applied to an online store. The Importance of shopping environment is one section to take note of – how can you create an eCommerce shopping environment that keeps your customers coming back? And the section on creative applications can help you to understand just how far you can go to entice your customers.
Best merchandising webinars and conferences
10. NRF NXT’s 2020 Digital Conference. This annual conference is the biggest retail eCommerce and digital marketing event. Happening virtually on July 20-22, 2020, the NRF NXT conference is known to focus on merchandising strategies as well as other salient topics for eCommerce businesses. This year’s session on end-to-end execution for AI results and creating growth through experimentation will have direct implications for any digital merchandiser.
11. E-commerce Merchandising Informational Webinar. The University of Vermont offers a 4-week intensive course on eCommerce merchandising and this pre-recorded webinar gives you insight into the course but also into the basics of eCommerce merchandising, the current trends in eCommerce merchandising, the 3 biggest issues eCommerce merchandisers face, and a few tips and tricks to get you started.
While eCommerce merchandising is still a new field and the resources available are working to catch up to the times, there are a lot of great places you can get your information from. And most importantly, a lot of the content that has been created over the years for retail merchandising still rings true. Don’t be afraid to take what works for your business and leave the rest behind. Good luck!