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Campaigns of the Month: January 2019

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Check out our campaigns of the month: January 2019

How Leger Holidays reduces booking abandonment

Leger Holidays is a leading tour operator offering more than 180 trips to choose from across Europe. Seeking to provide ‘amazing experiences’ to its customers, starting from the moment a visitor begins booking their trip, Leger Holidays worked with Yieldify to optimize the booking process.

“Travel has one of the highest abandonment rates of any industry at around 81%. Part of this is due to the expectation users have around the length of the booking process. In order to combat this, Leger utilized sticky campaigns throughout the booking journey highlighting exactly how many minutes the process usually takes from that point.”

“Using the sticky campaign format meant this message could be anchored right alongside the relevant sections of the form, without interrupting the visitor journey. To date, the results have been impressive, with conversion rates up by +15.7% versus the control group.”

Alex Martinsmith, Campaign Analyst, Customer Success

How Maximuscle leverages social proof to drive conversions

Maximuscle, a leading sports nutrition brand, know that trust is key when it comes to selling health and fitness related products. The brand wanted to leverage the power of social proof, at the right moment in the customer journey to drive conversions.

“Social proof is a powerful psychological principle that can be used in a variety of ways across an e-commerce site. For this campaign the goal was to drive visitors to add to cart at that moment of intent by creating urgency with social proof messaging.”

“The sticky campaign we used was a simple but effective way to do this, and we’re already seeing positive results. In the video you’ll also see that we follow this up with another message once the product is added to bag, notifying the user they’ve qualified for free delivery. This two-phase approach is a great way to move visitors from browsing to checkout”

Stephanie King, Head of UK Retail

Want more examples like this? Check out our Case Studies, and don’t forget to subscribe to our mailing list.

Beauty and Cosmetic Industry Trends to Keep an Eye On

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What can eCommerce marketers learn from the beauty eCommerce trends driving a $750bn industry?

As a wide array of industries are disrupted or destroyed by e-commerce giants, the beauty industry has been remarkably resilient. In fact, many are saying it’s going through a massive reinvention — which has put the industry on pace to be valued at $750 billion by 2024. Key to this growth are a number of beauty e-commerce trends that have enabled a diverse range of brands to own the customer journey like never before.

So how are beauty brands owning the customer journey in 2019? Between social media, organic and paid search, and the rise of omnichannel, multi-brand retailers like Sephora and Ulta Beauty, the path to purchase is more complex than ever.

While this complex customer journey presents a challenge for brands, it’s also an opportunity to present unique omnichannel experiences. In short, the growth of the beauty sector isn’t random. New, exciting brands are popping up regularly and launching creative marketing efforts that are becoming the talk of the industry.

Here are a few beauty e-commerce trends to keep an eye on (and learn from) in 2019…

Insta-upstarts take on established brands

Social media has leveled the playing field for brands, making it easier for young challengers to quickly establish a foothold and take on more established industry players. These new direct-to-consumer kids on the block have risen to prominence off the back of unique brand stories.

Glossier, for instance, has grown dramatically over the past few years thanks to a simple but compelling ethos: “The individual should be celebrated.” Many of these new companies are leveraging their ‘newness’ to brand themselves as fresh alternatives to older industry giants.

In response, these same industry giants are evolving. Taking a page out of these new brands’ playbooks and investing in social media influencers who can provide an injection of freshness and authenticity. Or they’re altering their aesthetics, aligning with industry trends to offer more minimal, millennial-friendly, products and e-commerce sites.

Photo: @covergirl/Instagram

Social shopping – is 2019 the year?

Linked with the rise of direct-to-consumer indie brands, is the continued dominance of social media. Monitoring of beauty e-commerce trends show that king among the platforms is Instagram, which many brands have mastered to gather useful user-generated content and compelling visual assets. Even as major social players such as Kylie Cosmetics have taken up a large share of the space, more and more brands continue to invest in building followings. It proves one thing: Social isn’t going anywhere, but will 2019 be the year it pays off, in terms of actual sales?

As shoppable posts on Instagram became available in 44 countries in 2018 the dream of creating a seamless shopping experience on mobile is becoming more of a reality. The number of beauty brands using the functionality will only grow in 2019 as 72% of consumers say they have made fashion, beauty or style-related purchase directly after seeing something on Instagram. Stories, in particular, offer an almost seamless way to facilitate e-commerce from content, and beauty brands have taken advantage of this, now representing 38% of Stories posts, ahead of retail (26%), and luxury (21%) brands.

Beauty e-commerce trends: Instagram Stories
Source: Gartner L2

Personalization continues to proliferate

Beauty e-commerce trends are reflective of wider industry trends, but none more-so than personalization. One major reason beauty brands have grown amid e-commerce upheaval is their ability to leverage the inherently personal aspect of beauty shopping, to serve the growing consumer demand for personalization.

Each buyer is different and has different needs. Varied skin types and body shapes lead customers down different paths as they shop for beauty products. When Rihanna’s Fenty Beauty burst onto the scene, one of the major factors in its huge success was a product range catering to a wide array of skin types previously underserved by the industry. Brands have taken notice of this demand, and are now celebrating these differences right through from the products they produce to the assistive, personalized customer experiences they create online.

Beauty e-commerce trends: Charlotte Tilbury
Source: Charlotte Tilbury

Online shade selectors, like the above from Charlotte Tilbury, help customers find just the right foundation for their skin. Guided selling tactics such as this, mimic the in-store experience of conversing with a sales assistant, aiding product discovery, encouraging purchases and offer the added bonus of cutting down on returns.

New approaches to building loyalty

With a crowded field making acquisition in beauty harder than ever, building loyalty to retain customers is becoming more and more valuable. Loyalty schemes that encourage retention have long been a staple, for instance, Sephora has remained an industry heavyweight thanks to its effective points-based system. Subscription-based services, such as Birchbox and Cornerstone, have also seen sizeable growth, with consumer appetite for a regular beauty fix high.

But some methods for building loyalty are more abstract. Take, for instance, a newer entrant to beauty e-commerce trends – brands as communities. By leveraging social media to encourage interaction among customers, more brands are creating a tight-knit, communal feel to increase customer loyalty. In this way, a brand becomes part of the customer’s identity, building a more meaningful type of customer-brand interaction. Some are even bringing social to the supply chain, such as Glossier’s leveraging of its online community to crowd-source products, or ColourPop’s showcase of the process behind the products.

View this post on Instagram

Evolution of the Milky Jelly bottle ?

A post shared by Glossier (@glossier) on

Source: Glossier / Instagram

Beauty e-commerce trends: what’s next?

Beauty brands are in a unique position to build strong personal bonds with their customers, and there’s a lot that can be learned from how they’ve done this to date. From optimizing the journey between social and commerce to baking-in personalization across the business there are more ways than ever to connect with customers. E-commerce marketers in all industries have the chance to launch creative campaigns that improve the customer journey. These beauty e-commerce trends give us a taste of where the industry is headed – for ideas on how you can leverage them, check out our Beauty E-commerce Lookbook featuring three examples of customer journeys made personal.

Beauty E-commerce Lookbook

#AskYieldify: Customer Reviews for eCommerce

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Let’s put your big e-commerce questions to our team of expert consultants. First up – everything you ever wanted to #AskYieldify about using customer reviews on your e-commerce site, with Théo Devred, Senior Consultant.

Q: What’s the best way to incorporate reviews into my e-commerce site?

A: First I’d recommend taking a structured approach to ensure you’re getting the most out of your reviews. We usually begin by running some tests to understand the review formats that work best to drive a positive impact. For example, you could start off showcasing the average star rating, or some selected quotes:

Customer reviews for ecommerce | Yieldify

Then if you work with a third party reviews platform like Trustpilot, bring this into the mix to see how it impacts conversions across different devices and at different parts of the customer journey.

Finally, keep on iterating. There are so many ways you can present review information, so keep testing to understand what works best for your audience. Something we’ve found super effective is to show the number of 5-star reviews e.g:

Customer reviews for ecommerce | Yieldify

Q: Does it matter if I don’t already work with a reviews platform?

A: No – get creative. While third-party platforms like Trustpilot, Feefo or Avis Vérifiés can provide a level of authenticity and help build consumers’ trust, everyone has to start somewhere.

You’re probably already sitting on a goldmine of user-generated content you can utilize. We’ve worked with clients to highlight reviews from platforms such as Facebook or Google Reviews, and seen a positive impact from this.

Q: What’s the best point in the customer journey to show reviews?

A: Again, unfortunately, there’s no one size fits all answer to this question. Focus on understanding the users and their motivations at the point in the journey you’re working to optimize.

For example, with upper-funnel visitors on a travel booking or finance site highlighting the ease of completion can be a great way to move visitors further along. Once visitors are closer to the end of the funnel, then this messaging might change to focus more on reassurance. 

Customer reviews for ecommerce | Yieldify

Q: For star-based rating systems, is there a difference between showing say, a 3-star and 4-star review?

A: Short answer, yes. As we’ve mentioned, optimizing the customer journey is not a ‘one-size fits all’ approach, and this is also true for reviews. In order to understand which rating levels work best, you should test it out. Here’s an example of how we analyzed the data behind e-commerce customer reviews for a travel brand:

Customer reviews for ecommerce | Yieldify

As you can see, the ‘breakeven’ point was just under 4 stars. At this point, showing the ratings actually had a negative impact. So we segmented the approach – for products with a lower rating showing an overlay that directed abandoning visitors to similar products with a higher rating, and continuing to show the star rating for 4 star and above products. This approach saw the conversion rate on lower-rated products increase positively.

Q: How can I get more customer reviews?

A: Of course, to use reviews on your e-commerce website it’s good to have a supply that is constantly refreshed. Getting reviews can sometimes be a challenge. Success is all about understanding the customer lifecycle, and the most appropriate stage of the customer journey to ask for reviews.

Beauty is an industry that is particularly reliant on consumer reviews for building trust. To this end, we worked with one of our beauty clients to support its reviews program.

Using Yieldify’s historical targeting feature we were able to encourage returning customers who had made a purchase between a particular time frame to review their recent purchases. As they navigated through the site returning visitors were targeted with a notification welcoming them back and asking if they’d like to leave a review:

Customer reviews for ecommerce | Yieldify

Got an e-commerce question you need help with? #AskYieldify! Feel free to tweet us, or email us at marketing@yieldify.com, for a chance to have your question answered by our e-commerce experts.

Peak performance: Q4 2018 e-commerce statistics [Infographic]

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Expectations for e-commerce going into Q4 were mixed to say the least. See how it all turned out with these Q4 2018 e-commerce statistics.

The outlook for retail and e-commerce heading into Q4 2019 was cautious, with November the ‘worst on record’ for UK retailers, and similar ‘warning signs’ in the US.

Now it’s 2019 we decided to take a look back at the data to understand what happened during key shopping periods like Black Friday and the holiday season, and what e-commerce brands should know when it comes to traffic, conversions and more.

We analyzed over half a million visits across November and December to US and UK websites to understand consumers to understand peak performance. Here are a few of the key insights from our Q4 2018 e-commerce statistics:

  • It started early, with Black Friday driving the most traffic
  • December traffic peaked on the 1st, conversions peaked later
  • Mobile is the device of choice for discovery, and conversion rates are slowly growing

View the infographic below to see all the data and insights!

Q4 2018 e-commerce statistics

Did your peak performance measure up? If not, we’re on hand to help. Book a free Customer Journey Optimization consultation. Get more leads and ideas to get your 2019 off to a flying start!

How We Took Yieldify’s Branding to Infinity and Beyond

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

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

Starting the rebrand project

First things first, the message.

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

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

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

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

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

“customer journeys made personal”

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

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

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

Creating a new logo

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

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

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

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

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

Expanding the palette

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

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

Building a universe

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

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

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

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

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

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

Yieldify calendar

Launching our new brand

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

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

Meet the Yieldify Team: Mark Murray, Head of Travel

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In this new series, we’re sitting down with Yieldifiers across the business to find out more about what they do all day. First up: Mark Murray, Head of Travel.

What’s your role at Yieldify?

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

What did you do before you joined the team here?

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

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

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

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

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

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

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

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

What does Yieldify do for travel companies? 

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

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

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

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

You can’t talk about travel without raising Brexit.

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

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

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

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

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

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

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

What do you expect to see next?

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

Quickfire questions

What’s the best thing about working at Yieldify?

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

What’s been your biggest mistake?

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

What’s your proudest achievement since joining?

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

The 2019 e-commerce marketing calendar

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What are the key dates for e-commerce marketing in 2019? We’ve got the answers…

Update: Our 2020 E-commerce Marketing Calendar is now available! Grab your copy here

With $3.4 trillion to play for in e-commerce this year, the Yieldify e-commerce marketing calendar is back by popular demand, and better than ever!

With this year set to see more online shoppers – spending more across more markets than ever – one this is clear…there’s a lot to play for in 2019.

There’s also a mountain of challenges to climb – ‘industry killer’ Amazon will turn 25 years old in July. E-commerce brands will be seeking to finally get a handle on the changes it has pioneered, such as personalization, with 37% of marketers planning to join the 27% already creating personalized online experiences in 2019.

To make sure you’re prepared for everything the next 12 months might throw at you, this year’s edition of the 2019 e-commerce marketing calendar is packed with useful info and our most popular content.

From planning reminders to keep you on track to hit your targets and get leads, to facts and stats to help drive your strategy…and lots of themed pictures of cartoon aliens along the way.

And it’s a totally free resource – click below to get your copy of the Yieldify E-commerce Marketing Calendar 2019 and have an amazing 2019!

2019 e-commerce calendar

Need some support with marketing around the key dates featured in the 2019 e-commerce marketing calendar? Why not book a free customer journey optimization consultation to see how we can help.

Our campaigns of the month: December 2018

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Check out our campaigns of the month: December 2018!

Learn how Marks & Spencer and Pacifico Optical are optimizing the customer journey in our Campaigns of the Month: December 2018 edition.

How M&S showcases its award-winning Christmas food

With the ‘golden quarter’ a key period for grocery sales, Marks & Spencer wanted to help visitors discover it’s award-winning selection of food to order.

Building trust with online consumers is so important when it comes to the grocery sector, and even more-so when it comes to one of the most important meals of the year!

With this in mind, Marks & Spencer wanted to highlight a USP and trust-signal to new visitors – the numerous awards it has won for its Christmas products from respected publications. 

We worked together to develop a notification displaying the BBC Good Food and Good Housekeeping Institute logos, with a CTA inviting visitors to shop a curated selection of the winning products.

Charlie Singleton, Head of Retail – Health & Beauty, Customer Success

How Pacifico Optical highlights USPs along the customer journey

The eyewear market has been revolutionised in recent years by the rise of direct to consumer brands like America’s Warby Parker and South Korea’s Gentle Monster.

The key to this success? A smooth customer journey between offline and online – something Australian ‘accessible luxury’ eyewear brand Pacifico Optical recognised and used the Yieldify Conversion Platform to create.

In order to make it as easy as possible for visitors to find their perfect frames Pacifico Optical serve relevant messages at different stages of the customer journey. Visitors are notified of the latest store opening upon arrival, so they know that an offline visit is possible as they browse.

Then, if a user shows more intent to buy, by visiting the product page or cart, but then decides to exit, the brand highlights its free shipping and free returns USPs, giving unsure shoppers a compelling reason to convert.

Our campaigns of the month: November 2018

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Check out our campaigns of the month: November 2018!

Learn how Argos Pet Insurance and Soak.com are optimizing the customer journey in our Campaigns of the Month: November 2018 edition.

How Argos Pet Insurance reduces funnel abandonment

One of the key challenges within financial services is building trust with new visitors. For Argos Pet Insurance this meant understanding how to build trust with those looking to insure their pet for the first time with Argos Pet Insurance.

“We took a data-driven approach, analyzing each step of the funnel, to understand and advise on the specific stages in the funnel that could be targeted.

Through testing, Yieldify and Argos Pet Insurance identified that each step of the quote funnel required a different action to improve engagement and encourage users to the next step.

The video below shows just one of the successful tactics – highlighting USPs and social proof such as customer ratings, number of pets insured and claim processing time.

Stephanie King, Client Services Team Lead, Yieldify

How Soak.com optimizes the PPC journey

With acquisition costs rising, retailers need to make the most of valuable PPC traffic once it hits the site. Online bathroom suite and furniture retailer Soak.com wanted to understand more about these visitors and keep the journey going toward conversion.

“While designed to help drive conversion, the Soak.com PPC journey campaign had a second objective that was just as important: gaining insights into how PPC visitors responded to different sub-categories within a product range.

Together we created a campaign that used referral source targeting, to show visitors exiting on the radiator category an overlay asking what they were looking for. This contained three calls to action: shop by style, room or by colour.

This campaign helped the team at Soak.com to reduce abandonment on premium PPC traffic as well as gain a greater understaning of the user experience.

Harry Cochran, Account Manager, Yieldify

Product Update November 2018: Improve the Customer Journey

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

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

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

Campaign History Targeting

This is one of our most exciting targeting developments yet.

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

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

Data Layer Targeting

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

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

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

Page Depth Targeting

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

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

Bonus features: Time-based Targeting

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

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

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

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

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

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

Get on the platform

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

The Complete Guide to Onsite Remarketing

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Onsite remarketing guide | Yieldify

Onsite remarketing is much more than pop-ups. This guide unpacks what it can do for eCommerce conversion rate optimization and more.

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

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

What is Onsite Remarketing?

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

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

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

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

How to put together an onsite remarketing campaign?

Before you start

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

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

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

1. Who to target

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

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

onsite remarketing options on the Yieldify Conversion Platform

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

2. When to trigger

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

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

3. What to show

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

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

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

Skyn Iceland campaign

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

Dynamic Social Proof Kickers case study

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

4. How to show it

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

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

Double Notifications for onsite remarketing

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

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

Cart abandonment

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

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

1. Use exit-intent wisely

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

2. Use social proof

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

Omni Hotels onsite remarketing for cart abandonment

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

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

Homair onsite remarketing example using countdown timer

c) Be helpful 

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

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

Virgin Trains booking abandonment onsite remarketing campaign

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

Increasing average order value

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

1. Use the cart 

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

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

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

2. Limit choice 

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

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

Skyn Iceland average order value onsite remarketing

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

3. Stretch to an incentive 

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

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

Hylete average order onsite remarketing campaign

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

Lead generation

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

Yieldify onsite remarketing lead generation 2018

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

1. Wait 

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

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

b) Offer value 

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

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

High Street TV lead generation onsite remarketing campaign

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

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

Conclusions

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

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

Our campaigns of the month: October 2018

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Check out our campaigns of the month: October 2018!

Learn how Avon and the Ideal Home Show are optimizing the customer journey in our Campaigns of the Month: October 2018 edition.

How Avon utilizes video content for new product launches

As the world’s leading direct seller of beauty related products, Avon wanted to ensure its online customer journey is as helpful as possible. Working with Yieldify the brand created a campaign to promote a new product – its innovative mark. 2-in-1 Lip Tattoo stain via video.

Aware that consumers, especially millennials and gen Z, are video driven when it comes to buying beauty products, Avon wanted to amplify its ad for the product on-site to engage desktop users.

We were able to deliver this via an unobtrusive notification that appeared on the product description page, giving users the choice to engage with the content

Charlie Singleton, Client Services Team Lead, Yieldify

Learn more about how beauty brands are making over the customer journey in our beauty e-commerce guide featuring examples from Skyn ICELAND, Kiehl’s and more.

How the Ideal Home Show drives urgency to purchase

With the Ideal Home Show Christmas just around the corner, Yieldify put together a campaign to drive urgency with consumers showing intent to buy.

Social proof is a highly effective technique for driving urgency, especially with visitors who are already demonstrating interest.

We used Dynamic Social Proof, utilizing real-time data to display how many other visitors were currently looking at buying the same tickets to the Ideal Home Show Christmas.

Using a subtle notification format with an animated GIF catches the users attention without diverting them from completing their purchase. The campaign is already producing positive results.

Rianna Beaton, Campaign Analyst, Yieldify

See the different tactics Megabus, We Are FSTVL and Stansted Express use to drive bookings and ticket sales in our case studies.

Product update: new tools to react to engagement levels

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

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

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

Scroll trigger

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

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

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

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

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

Yieldify Scroll trigger in action

Inactivity trigger

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

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

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

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

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

Not using the Yieldify Conversion Platform yet?

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

Yieldify and Student Beans Join Forces

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

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

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

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

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

Here’s how it works

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

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

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

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

Christmas Marketing for eCommerce Success: 5 Tips to Increase Gift Sales

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

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

1.  Know your approach to Black Friday and Cyber Week

50% of Christmas shopping is already complete by December 3rd (yep, we don’t know who these people are either). This shouldn’t come as much of a surprise to anyone who’s been watching Black Friday eCommerce trends over the last few years – the last Friday of November is the highest peak of e-commerce traffic for the whole of Q4.

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

2.  Personalize your product recommendations

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

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

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

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

3.  Focus on what your customers really need

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

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

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

Black Friday marketing performance data from Twitter
Consumer perception of brands tagged with #BlackFriday on Twitter (QSR International)

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

4. Last-minute shoppers are an open goal

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

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

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

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

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

5.  Be mobile-friendly

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

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

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

Getting the gift shopper

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

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

4 Tips for eCommerce in Singapore and ASEAN

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

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

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

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

1. Luxury e-commerce is booming

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

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

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

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

2. The app opportunity

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

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

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

Ecommerce Quarterly offers these stats on mobile shopping in Asia:

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

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

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

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

3. Be ready to adapt your payment options

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

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

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

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

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

4. Account for differences within ASEAN Markets

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

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

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

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

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

Online Shopping Trends: The Truth About Digital Customer Journeys

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We surveyed 1000+ consumers to discover the truth about online shopping trends and the customer journey. Here’s what we found…

Staying on top of online shopping trends can be tough for marketers today. And while we’re all about looking to the numbers (as evidenced in our recent masterclass ‘12 data secrets for holiday e-commerce‘!) sometimes it can pay to go straight to the source.

So we did just that. And now we’re sharing the results and what they reveal about online shopping trends. We spoke to over 1000 US and UK consumers to understand their experience of the online journey, including:

  • Consumer expectations around personalization and privacy in a post-GDPR world
  • How discovery behaviours differ by demographic across channels
  • The top 5 reasons why customers buy… and why they abandon

View the infographic below to see all the insights!

online shopping trends infographic

Our campaigns of the month: August 2018

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How can you optimize the customer journey? Here are some of our favourite examples!

How MedExpress builds trust throughout the customer journey

MedExpress is an online doctor and pharmacy offering prescription-only medications via an online consultation which is reviewed by a licensed doctor. For new visitors to the site, highlighting the unique benefits of its service and building trust is key, given the sensitive and personal nature of healthcare.

“Yieldify worked with MedExpress to build trust and highlight USPs along multiple points in the customer journey. Firstly, a corner notification highlighting the benefits of using MedExpress educates visitors as they browse the site at the category level.

As the user navigates through to view a product page, we showcase the brands excellent Trustpilot score, to give visitors peace of mind from positive customer reviews.

We have seen very encouraging results so far, for example the Trustpilot Notification has driven a 12.2% uplift in conversion rate on desktop versus the control group”

Charlie Singleton, Client Services Team Lead, Yieldify

How Design Toscano collect customer feedback

For more than 25 years, Design Toscano has introduced exclusive sculptures, furniture, statues and more to passionate customers eager to surround themselves with unique and extraordinary objects. With the goal of truly understanding its visitors, the brand worked with Yieldify to collect feedback.

“We’ve created a campaign with Design Toscano to recapture the attention of abandoning visitors and to understand more about why they are leaving – due to price, indecision or can’t find what they’re looking for.

On clicking a response visitors are invited to take the next step, for example, price-sensitive users can sign up to the mailing list to be the first to hear about offers, while undecided shoppers can share feedback with the team.”

Caitlin Sweeney, Director of Client Services, Yieldify

Holiday eCommerce Statistics for 2018

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Here are 6 insights into the eCommerce trends you can expect on Black Friday, Cyber Monday, and Christmas this year.

Just last week, we presented the results of our deep-dive into the billions of holiday eCommerce statistics: ‘The 12 Stats of Christmas’. Here are the key insights you need to know:

1) Black Friday returns go up by 50%

According to research by LCP Consulting, the return rate for Black Friday purchases is 50% higher than the rate across the year as a whole. That’s a huge leap, but why is it significant?

The reason we highlight this number is because it’s a pretty good encapsulation of the fact that Black Friday can be as much of a curse as a blessing. The 50% return rate contributes to the massive increase in operating costs that leads to retailers feeling overwhelmed by the holiday. Coupled by the hit that margins take by the pressure to discount, this has led to more retailers opting out of Black Friday and Cyber Monday altogether.

It’s also worth noting that for markets outside of the US, Black Friday brings with it the threat of cannibalising Christmas sales. While in the US it’s more common to wait until after the Thanksgiving period has passed before thinking about Christmas shopping, in markets where the November holiday doesn’t exist it’s all about Christmas from October onwards. A period of heavy discounting in November therefore runs the risks of eating into those all-important Christmas margins.

So is Black Friday all doom and gloom for retailers? Not necessarily.

A number of high-profile retailers – like IKEA and Selfridges – have opted-out of Black Friday and gone their own way. Others have simply started to re-shape the holiday in a way that works for them – starting their campaigns earlier to take advantage of longer periods of sustained consumer interest.

The learning is that Black Friday – while evolving – isn’t going anywhere anytime soon, but for smart retailers there’s an opportunity to adapt to continually changing consumer behavior in order to minimize the hit to the margins while capitalizing on high traffic volumes.  

2) Black Friday conversions hit 4.8%

In the last year alone, we’ve seen the average retailer’s conversion rate on Black Friday rise sharply from 3.9% to 4.8%.

The indication appears to be twofold. Firstly, as Black Friday gets more established, more consumers are researching what they want to buy and making sure that they’re ready and poised to make it to checkout before stock runs out. Secondly, retailers are simply getting better at CRO – conversion rate optimization isn’t a new art anymore (in fact, we’ve moved onto customer journey optimization aka CJO).

This is all great news for retailers – and it should get you thinking about what to do next. One of the most logical next steps is to think about what you can do to get more out of that conversion – in other words, think about how you can encourage a customer who’s on their way to checkout to spend more. Smart upsells and cross-sells are some of the quickest ways to boost your average order value and acquisition ROI!

3) Black Friday peaks at 8pm

While it’s important to begin Black Friday on the front foot when consumers are waking up, it’s worth remembering that the action really happens in the evening.

The graph below shows how average retailer traffic climbs from the early morning up to 8pm in the evening:

Black Friday website traffic | Yieldify

What to make of this? Firstly, it means that you’re not leaving the office until much later (sorry). Secondly, it’s worth considering how to approach your email marketing in light of this information – while it makes sense to hit the inbox early in the day, there may be an opportunity for a second send later on in the day when your visitor is more like to be ready to browse.

4) It all starts on November 17th

Black Friday is on November 23rd this year – but by that time, the action will already be well underway. The real starting line is actually the weekend before Black Friday.

This is when traffic first starts to rise above what you’d expect for a normal weekend (particularly on mobile, when the weekend is always higher than a weekday). From then on, it’s an escalation up to the big day itself.

If you’re planning your Black Friday marketing activity, consider planning your activity to account for this early interest – it’s a great opportunity to get a jump on the competition.

5) December the 17th/18th are the ‘conversion cliff’

Moving onto Christmas, one of the most interesting ecommerce statistics we see here is that there’s what we call a ‘conversion cliff’ that falls around a week before the big day.

What that means is that while traffic stays relatively strong until just a couple of days before Christmas, consumers just stop buying a good week before. What we see is that last-minute shoppers are arriving on-site in search of last-ditch gifts, only to become concerned that whatever they’ve chosen might not arrive in time.

If your data shows something similar, make your Christmas shipping policies front-and-centre on your website – show those nervous shoppers that there’s still plenty of time to get their orders.

6) Christmas traffic peaks on… December 26th

Yep, you read that correctly. December’s highest traffic day (on mobile at least) – is actually the day after Christmas:  

Over the last couple of years, we’ve seen that both Christmas Day and the subsequent day have become bigger and bigger opportunities for ecommerce retailers as consumers – mobile devices in one hand and voucher codes in the other – turn to online shopping.

If you’re running post-Christmas sales, our advice would be to consider starting them on Christmas Day – there’s plenty of opportunity to be had for early birds.

Want more on holiday eCommerce? Check out our 7 CRO tactics for the holiday shopping season!

Our campaigns of the month: July 2018

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How can you create customer journeys that convert? Here are some of our favorite examples this summer!

How Stansted Express uses USP messaging to drive bookings

Stansted Express trains are the quickest and most direct way to travel between London Stansted Airport and the capital. With services running every every 15 minutes, travellers can rest assured they’ll be able to continue their journey – even if plans change.

“Yieldify worked with Stansted Express to highlight the frequency of service USP at the perfect moment in the booking funnel. Providing extra reassurance on the payment page has been very effective in encouraging visitors to complete their booking. This campaign was delivered via a subtle Notification format with an eye-catching animated GIF”

Therese Catindig, Digital Strategist, Yieldify

Learn more about how travel brands are optimizing the customer journey in our report featuring Stansted Express, Icelolly.com, Villa Plus and more.

How MyPhoto uses Dynamic Social Proof

MyPhoto realized its mission by creating the easiest and fastest way possible for photos on its customers’ phones to become amazing products, gifts and home decor.  MyPhoto delivers everlasting memories with its products, and the brand continues to evangelize the simplicity of its online offering.

Here’s how Dynamic Social Proof adds to that offering:

A key reason that we buy comes down to how popular we think a product is. We’re attracted by the hottest trend, the latest release, or what others are purchasing. But it’s often the case that customers browsing your site don’t have this insight into what’s popular, as they might do if they were shopping offline.

Using Dynamic Social Proof MyPhoto show a well-timed notification with information on how many others have viewed a particular product. At Yieldify our data shows that this type of campaign can generate conversion rate uplifts from +6.6%, up to as high as +48.3% depending on the targeting criteria.

Alex Gold, Senior Customer Success Manager, Yieldify