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Holiday Marketing for eCommerce: What to Expect in 2018

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The sun might be shining outside, but if you’re in e-commerce it’s already time to start thinking about your holiday marketing strategy.

On July 18th, we’ll be hosting an exclusive ‘Christmas in July’ event in London where we’ll be presenting what we’ve termed ‘The Twelve Stats of Christmas’ in a one-off secret winter wonderland.

It’s not about Black Friday (or Cyber Monday) anymore

First, there was Black Friday. Then there was Cyber Monday. Then there was Grey Thursday. The list of ‘holiday marketing days’ is getting so long that we’re running out of snappy titles for different days of the week.

Silly names aside, it points to one clear thing: Black Friday and Cyber Monday as the two peak days in which hoards of shoppers patiently wait to crash down the doors (and servers) in search of bargains is long over. What we’re now looking at is an extended period of time for differentiated holiday marketing – it’s not so much Black Friday as Black November.

There are a couple of things in play here. First of all, where there’s discounting to be found (and we’ll get to that in a moment), more e-commerce retailers are starting their programmes early. The likes of Amazon, Macy’s and Walmart have all been seen creating previews and countdowns to Black Friday, offering customers reasons to engage long before Thanksgiving.

This goes for both the online and brick-and-mortar worlds. While pre-Cyber Monday online deals tend to be more product-focused and less store-wide, it’s now fairly widely acknowledged that some of the best discounting happens before the turkey has even been carved.

Secondly, the opportunity is far from over once Black Friday turns into Saturday and once Cyber Monday ends. While traffic tails off over the weekend, over the past couple of years we’ve seen comfortable bounce-backs as the working week recommences. So it’s not such much Cyber Monday, as Cyber Week – while a lot of inventory will have disappeared, retailers who keep up their activity during this period will find plenty of consumers still hunting.

‘Holiday marketing’ is a misnomer

It’s pretty clear what retailers are up to when it comes to making sure the Thanksgiving shopping period is longer and that windows against the competition are getting wider.

The more interesting thing is that consumers are wise to it too.

A cursory search for tips on online shopping for Black Friday shows that there are legions of blogposts and sites offering the inside scoop on where to go for discounts (even on a product-by-product basis). As soon as the sales roll around – particularly on those peak days – consumers are poised, ready and well-informed about where to go.

This means that competing for their attention on Black Friday alone is way, way too late. The fight for their engagement on some of the most competitive days of the year has to begin months in advance. Your holiday marketing should technically begin while it’s still summer.

From September onwards, you should be executing on a strategy that scales your brand recognition and trust in preparation for your acquisition activity. Your aim is to ensure that you’re front of mind when your audience begins to think about their holiday shopping, which means a sustained campaign well ahead of time.

Black Friday is not just about discounts

For a retailer, the pressure to join the race to the bottom is intense at any time of the year and around Thanksgiving it can become overwhelming. But contrary to what any kind of ‘Black Friday hacking’ blogpost would have you believe, Black Friday has become much more of a marketing event than a discounting event.

We’ve just gone through two of the big reasons why: firstly, it’s now just one of many, many holiday shopping days. Secondly, if you’ve executed your early holiday marketing well, then you’ll have an audience of engaged consumers with their credit cards at the ready – not just for the cheapest product, but the right product.

December…could do better

While we see that traffic and conversion rates generally reach their peak around Thanksgiving weekend, so what about the several weeks after that?

Our analysis shows that the ‘conversion cliff’ before Christmas happens around the 17th and 18th of December – around the beginning of the working week. That’s when online shoppers start to make the assumption that they’ve missed the window for Christmas shipping and start turning back to their brick-and-mortar options.

There’s still a good period of time in which to convert and capture those browsers – if only they knew their shipping options were still open. Making your delivery timelines crystal-clear as part of your acquisition and conversion strategy can help you take advantage of this pivotal dip in activity just before Christmas.

In fact, the biggest traffic peak that we’ve seen in December is often… after Christmas. Increasingly on Christmas Day, but more on the day following, we’re seeing high volumes of traffic across both desktop and mobile. An amazing time to capitalize on consumer down-time (particularly on mobile) with marketing that shifts your leftover inventory.

Conclusion: start your holiday marketing now!

The weather outside might call for rooftop cocktails and running off to the beach, but in this relatively quiet period, there’s no better time to start planning out your 2018 holiday marketing strategy.

The key takeaway from our data is that waiting until November is too late to maximise your potential in a prolonged period of intense competition. Your foot in the door has to begin with brand building: getting your activity running before Black Friday has even crossed your customers’ minds.

This provides the bedrock for the rest of your holiday marketing activity in November and December, creating customers whose engagement and loyalty should last well into the New Year.

Want to find out more? We’re going to be talking holiday marketing in both London and New York this summer.

To apply for tickets to our London winter wonderland on July 18th, visit this page.

To join us and our friends at Magento in New York City on July 26th, click here to sign up.

Please note that our events are for e-commerce and multichannel brands and retailers only

Our campaigns of the month: June 2018

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

How soak.com highlights delivery USPs 

Leading online bathroom retailer soak.com wanted to ensure it was keeping things simple for its customers when it came to delivery.

“With the knowledge that highlighting shipping USPs had performed well in the past for soak.com, and that these types of offers are most effective when visitors are showing intent to purchase, we used a simple corner Notification to highlight the free shipping USP to qualifying visitors based on basket value.”

Harry Cochran, Account Manager, Yieldify

See the campaign in action below:

 

How Feelunique amplifies editorial content

As Europe’s largest online beauty retailer, Feelunique is an expert in the latest trends. The editorial team shares this knowledge with the Feelunique community via The Lounge, offering tips, tricks, tutorials and reviews.

Recognising the role that content can play in the customer journey Feelunique worked with Yieldify to bridge the gap between content and commerce:

“Every month the team at Feelunique produces a guide to the hottest new products, The Hot List. We worked with them to surface this content at the right moment in the customer journey – when visitors were browsing products featured in the list.

Using a subtle Notification format we’re able to give visitors an extra reason to purchase, by highlighting the fact the product they’re looking at comes highly recommended by the Feelunique beauty experts.”

Charlie Singleton, Client Services Team Lead, Yieldify

 

 

 

Google Analytics Integration with Yieldify

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With GA integration for the Yieldify Conversion Platform, you can deepen your understanding of your traffic behavior to deliver better customer journeys that convert.

To optimize the customer journey, you need to test out different conversion tactics. But where do ideas for those tests come from? According to eConsultancy, 77% of marketers get ideas for which CRO tests to run from their analytics platform. By far the most popular tool marketers use to track and measure traffic behavior is Google Analytics. If you’re using GA, there’s now a new smart and simple way to take your insights to the next level with Yieldify.

Deepen your understanding to drive conversions

With our GA integration for the Yieldify Conversion Platform, you can easily contextualize the impact of Yieldify against your overall website analytics to enrich and inform your conversion strategy.

Our GA integration sends Yieldify campaign data to your GA in realtime, so that you can view it in the wider context of your overall website analytics. With it, you can easily compare each visitor’s interactions with Yieldify against the historical data you have on them in GA. The integration gives you sight of all the data you need to answer key questions such as: “Where did people that saw campaign X come from?” or “What session were people on that saw campaign X?”

All your data, all in one place

The simple one-click integration ensures that GA is your single source of truth for real-time measurement and reporting on all your digital marketing. It couldn’t be easier to connect and view all your visitor journeys in one place and send all your Yieldify metrics straight into GA so you can cut the data however you see fit:

All it takes is a click: then Yieldify starts sending visitor interaction metrics into your Google Analytics.


Why go it alone? Get advanced insights from our expert Consultancy

Only a third of marketers say their companies are analyzing cart abandonment and yet 69% of carts are getting abandoned every day. That’s often because of a lack time, resource or necessary skills – but the truth is that companies that are not engaging with this problem are missing out on revenue. Yieldify can help.

Our expert Data Consultants are available to supercharge your results. Drawing on your GA data, Consultancy will perform a deep analysis, deliver insights and recommend the best strategy to optimize your customer journey.

Abandonment analytics is just the beginning: taking cues from GA and our learnings from delivering 155,000 campaigns, our consultants can benchmark your website performance by vertical and suggest tactics such as Dynamic Promotions and Dynamic Social Proof to help you secure every last conversion.

Our campaigns of the month: May 2018

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How can you create mobile customer journeys that convert? Here’s some of our favorite examples this month!

How Feelunique engages mobile visitors showing intent to purchase

Multi-brand beauty retailer Feelunique wanted to improve the customer experience on mobile to increase conversions. With the knowledge that free shipping offers are most effective when visitors are showing intent to purchase, the brand sought to show this message to relevant users at the perfect moment.

To encourage returning visitors with items in their basket to continue their journey to checkout, Feelunique used Yieldify to serve a subtle corner Notification. The message let the visitor know that they had qualified for free delivery, encouraging them to continue to purchase.

How NCP drives conversions on mobile with tailored offers

National Car Parks is the UK’s largest private car park operator, with over 150,000 spaces across more than 500 towns, cities and airports. Working with Yieldify, NPC created a campaign for mobile web visitors browsing airport parking options to secure pre-bookings and capture email addresses to enable further marketing.

In the example below, visitors seeking to pre-book car parking at London Heathrow using their mobile devices were served a special 5% off offer in exchange for their email address. The campaign used Yieldify’s Flexible targeting functionality to show the campaign to users looking specifically at these criteria i.e. pre-booking at Heathrow, personalizing the experience for the user.

As we move into June, brands are taking steps to update their email capture activities to accord with GDPR. Check out our blog to find out how Yieldify has already been helping marketers achieve this.

After GDPR: replenish your email database with Yieldify

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If you (somehow) weren’t aware, GDPR comes into force today. This news will likely create mixed feelings: on the one hand, you’ll be breathing a sigh of relief after months (or a few manic weeks) of reviewing and updating your approach to customer data and your future data governance strategy.

On the other, you’ll be wondering what’s going to happen now. Were the steps you took enough? What will be the impact of the changes you’ve made on your next campaign?

To prep for GDPR, you’ll have likely purged your email subscriber records, deleting contacts that hadn’t clearly opted-in or didn’t meet the criteria for legitimate interest.

Fewer contact records mean your campaigns are going to reach fewer people – and that may hinder your ability to impact the bottom line. Considering that email generates the highest ROI for marketers with $38 for every $1 spend, that’s actually a pretty big problem.

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

But what are you going to do to increase your subscriber list and maintain that quality combination of consent and high intent to purchase?

The answer: create opportunities to opt-in throughout the customer journey.

GDPR opt-in checkbox campaign example 1

 Your website: the perfect place to opt-in

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

GDPR opt-in checkbox campaign example 2

Tools to help you show consent

Transparency is at the heart of GDPR. If you’re going to contact customers, you’re going to need to prove a ‘lawful basis on processing’.

The Yieldify Conversion Platform can help you capture consent by letting you include an opt-in checkbox in any campaign.

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

Replenish your email database – and drive conversions

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

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

GDPR opt-in checkbox campaign example 3 AB testing

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

Boost Conversions with On-Site Banners

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Great customer journeys are made up of great experiences. Today, we’re releasing a new way to help you deliver them on your website. Introducing… Banners.

Banners sit flush against the top, bottom or side of the screen. With a strategically placed Banner, you can influence purchase decisions at critical moments. Use them to encourage browsers to sign up to your newsletter, highlight flash sales to returning customers or cross-sell to customers with items in their cart.

Banners examples

Deliver content that converts when it matter most

Bring your Banners to life using Yieldify’s extensive range of powerful content types: encourage urgency with a countdown clock, create FOMO with Dynamic Social Proof or drive up order value with Dynamic Promotions – and serve that message to the right customer based on their unique behaviour.

From Overlays and Notifications to our recently launched Floating buttons, the Yieldify Conversion Platform gives you access to a range of tools that helps you to optimise the customer journey. With Yieldify’s flexible range of on-site formats, you can maximise relevant and personal engagement with every customer to take your conversion strategy to the next level.

Watch Banners in action:

Our campaigns of the month: April 2018

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Looking for ideas to create customer journeys that convert? See what some of our favourite clients are serving up this month!

How Mindful Chef builds trust with social proof

Health-focused food box company Mindful Chef knows that building trust is key for food and drink brands in the e-commerce space. To encourage new users to try its service, the brand combined social proof with a special offer to recapture the attention of abandoning visitors.

Using Yieldify, Mindful Chef showcased its excellent Trustpilot score to first-time visitors about to abandon the website. By highlighting this message, Mindful Chef demonstrated to browsing customers how other health-conscious foodies were fans of the service to give them confidence to convert.  To ensure no duplicate submission, they campaign only showed to visitors that had not submitted their email address through a Yieldify campaign previously.

Getting social with Simply Cook

From #chefmode to the ubiquitous #avocadotoast, social media has become one of the most important channels for food and drinks brands online as consumers are #eatingfortheinsta. But how do you keep the journey going once they land on your website?

Recipe subscription box service Simply Cook tailors messages depending on where visitors have arrived from using referral source targeting. In the example below, visitors from Facebook were served an overlay offering them a discount in exchange for their email address, providing an extra reason to convert and take-up the trial box offer. This campaign alone generated over 7,000 new leads for Simply Cook.

Building on the success of this campaign, the brand is now working with Yieldify to deliver personalised offers to other visitor segments arriving on site from different traffic sources targeting, for example, those arriving from vegetarian or gluten-free content on Facebook.

The Changing Face of Beauty eCommerce: An Interview with Maybelline New York

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We caught up with Ella Tsang, Digital Specialist at Maybelline New York Canada to understand how the iconic brand is navigating the challenges and changes within beauty eCommerce. Read on to get the scoop on leveraging influencers, working with Amazon, and building loyalty.

Ella Tsang, Maybelline New York
Ella Tsang, Digital Specialist at Maybelline New York

Yieldify: Social media has been credited with the democratization of the beauty industry, helping independent brands like Glossier reach audiences previously unheard of. As a more established player, Maybelline is considered somewhat of a master when it comes to social media. Can you tell us more about where influencers fit in when it comes to engaging your eCommerce visitors?

Ella: We work with a lot of social media influencers to have an always-on presence, it’s not just for campaigns but really trying to seed our products in advance to influencers to create a buzz.

Usually, we start with the influencer at the beginning of a campaign to build awareness and to help capture our audience’s attention. Then after that, we’ll follow up with a retargeting phase with a very specific conversion type call to action.

We’ll drive visitors to our site for purchase as we have an integration called Shoppable, which allows us to handle transactions on our site, even though those transactions are fulfilled by our e-retailers such as Walmart.

Maybelline New York has worked with influencers worldwide, turning them into brand ambassadors. Makeupshayla and MannyMUA generated over 8.3m views on YouTube (Econsultancy, 2017)

Yieldify: Speaking of Amazon, can you tell us a bit more about how as a mass brand you work with different retailers, and if there are any challenges or benefits associated with that?

Ella: We’re testing lots of different campaigns and initiatives directly with our retailers, especially on Amazon as they’ve now launched Amazon Marketing Services (AMS) in Canada. So for example, bidding on certain keywords, so that when people are on Amazon searching for a keyword like “mascara”, we’re there front and center.

We’re really trying to understand the types of campaigns that Amazon can run for us, and the success these can generate. They know their audience and their customers very well, so this is a big opportunity and part of the reason why we’re testing these different types of campaigns with them.

Yieldify: It sounds like you’re working quite closely with Amazon, can you tell us more?

Ella: Sure, so we’ve got an upcoming launch where we’re testing different ad types, working directly with them to drive to the product page on Amazon.

This will enable us to see what the impact is. In the future it’s this type of collaborative approach that I see us moving toward as it’s mutually beneficial – it’s not only a partnership just for us to make the sale, but it’s really about how do we as a brand elevate websites like Amazon as a beauty eCommerce retailer, as a lot of people don’t necessarily think about going there to purchase their make-up.

Yieldify: What are the challenges associated with selling via other retailers, and what have you found works well?

Ella: In terms of the customer journey, sometimes we drive to our site for purchases, but we also need to look at driving directly to e-retailers, like Walmart.ca and Amazon.ca to make it as smooth of a journey for our consumer as possible.

There are many things that we’re testing and learning from along the way. What we have found is that by sequencing our messaging, first exposing the audience to a more generic product awareness type ad, involving influencers, more generic product benefits and then re-targeting them with more specific messaging to purchase, this works well.

One of the challenges when trying to do this is being able to access customer data and really understand which digital campaigns specifically led to the sale. With our retailers, we have limited information and that’s one of the key drawbacks of not being in e-commerce ourselves. We don’t necessarily have a clear tracking of the entire journey. But as much as possible we’re trying to test and see how do we get as clear of an ROI number as we can get to.

Yieldify: So far, we’ve talked about the customer journey leading up to the conversion, what about after that, how does Maybelline go about creating loyalty?

Ella: Loyalty is something that we’re still working towards. It’s difficult, again linked to the idea of not really owning all the data. Historically all the purchases that are happening online have been directly through the e-retailer site, but this is something we are trying to address. For example, we’re working with Shoppable, a checkout technology, so that visitors are able to add to cart on our site and complete the purchase, but the order itself is fulfilled by the e-retailer.

From there we’re actually able to keep the data relating to every single conversion and this is a huge step for us as we really have the full picture of our consumer. This gives us a lot of opportunity from a customer loyalty perspective, as we can work on things like following up via email, asking the consumer, “How was your purchasing experience?” Really trying to keep up that conversation with her after her purchase on our site.

Also, because we now know what a customer has actually purchased we can start thinking about how do we then continue to personalize her experience? Something such as another product that might be complementary, building her basket outside those things we already know that she likes. That’s the direction that we’re moving in. It’s really about having that knowledge of people who purchase online and being able to personalize their experience better.

Thanks Ella for sharing your insights!

Spring Clean Your Customer Journey: 5 Easter eCommerce Ideas

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2017 saw e-commerce sales surge by more than 10% in April thanks to the Easter effect. To find out more we’ve analyzed data from more than 200 websites to bring you the stats you need to know, and ideas you can action to make the most of the spring season.

First, let’s start with the numbers

We analysed traffic, conversions and average order values across April 2017 from over 200 e-commerce websites. Here’s what we discovered…

Desktop vs. mobile

Desktop traffic was down by between 11% on Easter weekend versus the previous weekend, suggesting consumers were browsing in the lead up to the holiday via this device. They were also buying – peaking on Sunday 9th April, with an average conversion rate of 4.21%.

When it came to Easter weekend traffic, mobile was king, up by 5% versus the weekend before, and up 7.41% versus a non-holiday weekend in May. However conversions did not tell the same story – they were less than half that of desktop at 1.83%.

Easter eCommerce trends | Yieldify

What can we learn from this?

Launch desktop campaigns ahead of time to capture these browsers and turn them into buyers. This is something that the e-commerce sites we looked at seemed to be doing a good job of, achieving a conversion rate nearly double the oft-cited 2% ‘industry standard’.

Easter eCommerce trends | Yieldify

Great, but what about lagging mobile conversion rates?

With the news that Instagram has now launched shoppable posts in 8 new countries, and the fact that the top 10 most popular apps on mobile are all social networks, it’s pretty clear that social media plays a critical role in e-commerce and product discovery on mobile.

What can we learn from this?

Think about how you can make it easy for customers browsing on mobile to navigate your site and discover what they’re looking for quickly and easily to improve the chances they’ll convert (hint: see idea no. 4 in our Easter e-commerce handbook for more!

And what about for specific industries?

Knowing that optimising the customer journey is never one-size fits all, we took a look at how different types of e-commerce websites performed, specifically focusing on Retail and Travel.  

Unexpectedly perhaps, Travel websites saw lower traffic across the Easter period, perhaps indicating that consumers browsing had already found what they were looking for further in advance of the time period we examined.  

There were still a few last minute bookers around though, with conversion rates for Travel peaking on the Monday before Easter, at 4.48%. Another peak in conversion rate occurred just after the Easter break, as the back to work blues began to set in, with conversions up to 4.63% versus the average of 3.69% for the month as a whole.

What can we learn from this?

While traffic didn’t see a huge increase the jump in conversions indicates there are still bookings up for grabs ahead of Easter so use the natural deadline of the holiday to drive urgency. Take a look at some tactics to do that here, or sign up for our upcoming masterclass, where we’ll be covering this topic in more depth!

And what about Retail?

Traffic to Retail websites saw the biggest increase during the weekend leading up to the Easter holiday but was also up versus an average weekend on Easter itself.  

The average conversion rate for Retail was actually lower than Travel for April overall, at 3.09% versus 3.69%. And while conversion rates did spike on Easter Monday, this was not as significant as seen for Travel.

Easter eCommerce trends | Yieldify

Average order values were also slightly lower for Retail compared to an average weekend, with baskets coming in at an average of £93, perhaps impacted by the mid-season sales many retailers were running during this period.

What can we learn from this?

Retailers should ensure they are using discounts carefully, so as not to impact average order values too much. From our sample it looks like most were getting this right, balancing offering discounts with other tactics such as free delivery, or highlighting their USPs to get the conversion. See how skincare brand Kiehl’s did this in our case study.

What next?

Based on this analysis and our experience of running over 50,000 campaigns across 500 websites, we’ve put together 5 examples of campaigns you can run over the spring period to drive more revenue and improve the customer journey. Hop on over here to get your copy, and Happy Easter!

Our campaigns of the month: March 2018

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Seeking some inspiration on creating customer journeys that convert? Check out some of our favourite client work this month.

Welcoming Chinese speaking consumers with Lancôme Canada

As one of the biggest forces in global luxury spending e-commerce brands need to ensure they are catering to Chinese consumers. French beauty brand Lancôme achieved this by creating a tailored lead gen campaign to serve different audiences based on language.

Using Yieldify’s flexible targeting capability the brand was able to serve an overlay welcoming visitors using a Chinese language browser with a message that would resonate with them. For more on catering to global e-commerce audiences check out our guide, How to win in global e-commerce.

Highlighting special offers with Mpix

Photography printing service Mpix wanted to highlight its 50% off large prints offer to visitors as they moved throughout the site. Working with Yieldify the brand implemented a floating button to subtly remind users of the offer. When clicked, this expanded to an overlay providing more information about the offer, and directed them toward the offer landing page.

Making the most of referral traffic with AHLT

Home fragrance and accessories brand A House Like This (AHLT) wanted to make the most of referral traffic from online publishers. After being featured in the SheerLuxe Mothers Day gift guide AHLT worked with Yieldify to launch a lead generation campaign to welcome visitors arriving from SheerLuxe.

An overlay mirroring the SheerLuxe brand offered free delivery in exchange for the visitor’s email address and was a clear indicator to visitors that they were in the right place to get their Mother’s Day gifts.

Our campaigns of the month: February 2018

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Looking to create customer journeys that convert? Come and get inspired by some of our favourite client work this month.

Discovering the perfect Valentine’s gift with Fyndiq

Swedish e-commerce marketplace Fyndiq wanted to help visitors discover the perfect gift from its wide selection of products this Valentine’s Day. To do this, the team created a corner notification to highlight that Fyndiq could help visitors find gifts for different recipients. Visitors could choose to see products for best friends, for him, for her or even for themselves! After selecting their chosen recipient visitors were shown a curated selection of gifts, helping them discover relevant items for their Valentine.

Creating urgency to purchase with Perfumania

Fragrance and cosmetics retailer Perfumania wanted to ensure it was making the most of the Valentine’s Day opportunity as online stores typically see an increase in traffic in the lead up to this $19.7 billion holidayTaking advantage of natural deadlines is an effective way to inspire urgency, and countdown clocks perform particularly well in this context. With this in mind, Perfumania showed visitors a helpful reminder of the big day via a countdown notification, driving urgency to purchase. For more on mastering the art of urgency check out our guide here.

Enhance the Customer Journey with a Floating Button Format

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How do you keep customers engaged on site? With difficulty. Considering that customers bouncing is a perennial challenge and 69% abandon without checking out, it’s never been more important to have quick and creative ways to interact with your customers, to keep them on track to purchase or encourage them to perform other actions that support your objectives.

From subtle messages delivered by Double Notifications to FOMO-inducing Dynamic Social Proof, the Yieldify Conversion Platform helps you deliver a range of approaches to keep those visitors engaged. Today, we’re pleased to launch another format to help you take your conversion strategy even further: the floating button format.

A powerful new way to interact with customers

The floating button format helps you engage customers on desktop as well as mobile. By providing this simple interaction, customers can expand a passive onsite message into an engaging overlay.

You might, for example, catch a customer’s attention with a subtle Notification and then, if they chose to engage, give them the option to share their email to unlock a promotion. Check out how major cosmetics brand Essie used a floating button format to achieve just that here.

Floating button example 2

Built to enhance the on-site journey

Keeping your offers in sight and in mind throughout the onsite journey can prevent code-hunters from straying off-site to compare offers and reassure them that an offer just for them can be accessed at the moment of their choosing. Until interacted with, the floating button is a persistent fixture on the page, meaning you can easily follow customers along their journey, keeping the offer front and centre.

Floating button format example

The perfect way to interact on mobile

The floating button format is designed with mobile shoppers in mind. With it, you can easily encourage conversions and capture leads from on-the-go shoppers. You can also use the format to drive app downloads, growing loyalty and increasing the opportunity for return purchases.

Global eCommerce: 5 Lessons From Chinese New Year

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APAC is now the top region for online shopping, so what can we learn from its biggest holiday, Chinese New Year?

European and US-based e-commerce brands are increasingly turning their attention to how they can win in high-growth, developing markets like China, the Middle East and Africa.

Last week saw luxury fashion unicorn Farfetch announce a partnership in the Middle East, after signing a deal with JD.com, China’s second-largest e-commerce company, in 2017. It’s not just luxury brands either. Interest in British institutions like Dyson, Clarks, and Lipton has seen growth of 100% YoY on JD.com, leading the company to announce plans to sell 2bn worth of UK goods to Chinese consumers over the next few years.

So as one of the biggest holidays in the APAC region, Chinese New Year, approaches, we decided to take a look at how e-commerce brands are already engaging with consumers in this market and the lessons to be learned.

Creating capsule collections

Each year, luxury brands are increasingly cashing in on the demand for holiday gifts traditionally given to family and friends during Chinese New Year by producing capsule collections themed around the holiday.

With 2018 marking the year of the dog, commemorative products show no signs of slowing down. However, as Chinese luxury buyers become more sophisticated, and tastes evolve, brands who choose this route need to carefully consider the products they produce.

Consumers have been vocal in the past few years when they feel misrepresented or misunderstood by designers referencing Chinese culture, with overuse of the colors gold, red and zodiac symbols as a particular bugbear. Brands should ensure chosen references fit with consumer perceptions, and be realistic – is adding authentic Chinese elements possible or even relevant within their brand aesthetic?

Gucci manages to combine the holiday with the personality of the brand, namely its creative director Alessandro Michele. By utilizing personal portraits of the designer’s Boston Terriers, Bosco, and Osco, as the inspiration, Gucci comes across as authentic and legitimate with its year of the dog capsule collection.

Gucci Capsule Collection

The lesson?

Don’t be lazy. Do your research and localise beyond messaging, looking at things like demographic differences and shopping habits. Then bring a little bit of personality into the mix to demonstrate a genuine connection between your brand and the local holiday.

Win on WeChat

As one of the most popular messaging apps in Asia, WeChat (Chinese name: Weixin 微信) is a crucial platform for brands in the region. With more than 697 million monthly active users Western brands like Burberry, Chanel and BMW have been running campaigns on there for a few years now, but December 2017 saw Tencent, the company that owns WeChat, step it up a gear with the launch of WeChat Brand Zone.

Previously a closed network, the new feature allows brands to display their official accounts, online stores and other custom content to users who don’t subscribe, capturing new audiences searching for them.

Brands already on board include Longchamp, Gucci, Cartier and Louis Vuitton, hoping that along with the billions of virtual red packets WeChat users will send this year, they might have time for some e-commerce too.

The lesson?

Keep up to date on local social networks: WeChat has 616.5 million users and is moving into e-commerce and payments, so brands need to make sure they’re staying on top of the opportunities in this fast-moving space.

Celebrity and KOL endorsements

One way to grab attention on networks like Weibo and WeChat is through partnerships with Chinese celebrities and Key Opinion Leaders (KOLs). For the 2018 New Year fast fashion chain H&M enlisted the stars of the smash hit drama Eternal Love, actors Yang Mi and Mark Chao. Yang Mi, who has previously worked with brands such as Michael Kors, can generate comments and likes in the millions per post, invaluable exposure for brands wanting to make a splash.

H&M Chinese New Year

While shopping and gifting is a big feature of Chinese New Year, it’s also one of the busiest times for travel – something not lost on Airbnb as they try to break into the region. Enlisting the help of KOLs who invited their parents to travel overseas with them, the campaign touches on many cultural challenges Chinese millennials face with their parents, such as working away from home, or explaining why they might not want to settle down at a young age.

airbnb chinese new year

The lesson?

Get to know the local celebrities, KOLs and micro-influencers. Having a strategy for digital influencers in China is more than a nice-to-have – it’s critical to tap into the millennial market.

User-generated content

According to Kantar, content creation like the examples above is no longer just for celebrities and KOLs, with consumers seeking to take on this role as they crave more in-depth relationships with brands. This can be a quick win for brands if done correctly. For example, NARS simply asked Weibo users to rename one of their iconic products for China, quickly going viral on the platform.

Nars UGC

The lesson?

It doesn’t have to be complicated. In fact, the easier it is for consumers to participate the better. Timing is also key – post this type of content in the run-up to a big holiday to give fans time to respond.

Gamification

China has embraced mobile payments faster than other markets, with e-commerce giant Alibaba’s Alipay service clocking up 520 million users. Every day these users scan QR codes to pay for things, so for Chinese New Year, the provider has partnered with Coca-Cola to use this functionality to inspire some holiday fun.

Similar to the Christmas polar bears we’ve come to know in the west, Coca-Cola has clay doll characters that are synonymous with Chinese New Year. Using augmented reality (AR), consumers can scan these characters anywhere they find them, unlocking AR animations. After watching, consumers receive a red envelope with a surprise discount. 

coca-cola-AR

The lesson?

Be aware of the adoption rates of new technologies – just because a market is still growing doesn’t mean it’s behind. In fact, the lower the internet penetration rate of a country, the more likely the users are young, affluent and educated. Augmented reality is a case in point, with consumer adoption rates of this technology in China among the highest in the world.

If you’d like to learn more about how to approach global e-commerce in China, the Middle East and beyond then read more in our guide which covers everything from data collection to business regulations. And if you happen to be based in London don’t miss #Journey2018, where Marks and Spencer will be talking about their international e-commerce efforts as just one of the hot topics covered by our speakers and panels.

Our campaigns of the month: January 2018

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Looking to increase average order values or optimise your customer journey? Come and get inspired by some of our favourite client work this month.

Increasing average order value with Happy Dog UK

Premium dog food brand Happy Dog was looking to motivate customers to check out with a higher-value basket. To do this, the team took advantage of one of the newest smart content types available through the Yieldify Conversion Platform, progress bars. A neat way to add to the customer journey, the progress bar subtly shows how far away Happy Dog customers are from achieving free delivery, providing a clear visual encouragement to increase their order value.

Optimising the customer journey with HEWI London

Luxury fashion consignment site HEWI London makes buying and selling pre-worn items easy, but with limited inventory ensuring customers can discover the brands and products they’re looking for is key. To help customers discover everything HEWI London has to offer, the team implemented three campaigns using the Yieldify Conversion Platform.

When a visitor arrives on site, a sidebar curating the hottest products directs them to page showcasing the favourites of the month. Then when they click through to a product, visitors are invited to discover more from that brand with a corner notification, offering another way to browse the site based on their preferences. Finally, if a user motions to exit without purchasing, they are shown an overlay prompting them to sign up to stay updated with new arrivals, and given a promo code to tempt them to stay on-site and make their first purchase.

Keep Customers On Track to Checkout with Progress Bars from Yieldify

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Great onsite experiences keep your customers engaged and on track to checkout. Today, we’ve launched a new way to help you do just that.

Your customers are always on the look out for the best deal. In fact, a big reason why 69.23% of online shoppers abandon their cart is because they’re hunting for the best deal on the same or a similar product elsewhere.

So how do you fight this? There’s a lot you can do to your website to curb bounce rate, but if you’re going to consistently keep your customers from straying offsite, you’re going to need the right tools to engage them throughout their user journey.

A powerful new way to do this is to show a progress bar delivered by the Yieldify Conversion Platform.

Progress bars visualise how close a customer is to unlocking your onsite offers. The latest in a series of new smart content types available from Yieldify, it’s an inventive tactic you can use to optimise the customer journey.

Check out this video to see progress bars in action:

Encourage higher order value

You can motivate customers to check out with a higher-value basket by showing them a persistent visual of their progress towards unlocking an onsite offer. This is particularly effective when combined with a Dynamic Promotion which shows how much more a customer would need to spend to qualify for your onsite deal. It’s a great way to potentially increase average order value.

Mobile progress bar exampleVisualise progress to offers to curb abandonment

Failure to show costs transparently leads customers to ditch websites – 24% abandon their check out because they can’t calculate order value in advance – but increasing the visibility of your onsite offers can boost conversions. We’ve seen higher conversion rates and order values when customers see multi-offer progress bars that shows all the available discounts and their required thresholds.

Tablet progress bar example

Enrich the customer journey

A progress bar can be a neat way to add to the customer journey, optimising it for conversion. By showing a subtle bottom bar or corner notification, you can engage customers with a relevant message without interrupting their shopping experience.

Desktop progress bar example

Our campaigns of the month: November 2017

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

How British Ceramic Tile improved its customer journey during Black Friday

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

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

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

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

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

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

Yieldify placed 24th in the Deloitte UK Technology Fast 50

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We’ve been listed as one of the UK’s top 25 technology companies!

We’re delighted to share that we’ve been placed 24th on the Deloitte UK Technology Fast 50 in recognition of our 1,144% growth. The Fast 50 result comes hot on the heels of our appearance in the 2017 Sunday Times Hiscox Tech Track 100 – also in a top 25 position!

For the past 20 years, the Deloitte Fast 50 has been a leading award programme, showcasing the fastest growing companies in UK tech. Previous winners include Skyscanner and Farfetch and we’re proud to rub shoulders with the likes of Deliveroo and GoCardless on this year’s shortlist.

Check out the full Fast 50 winners list here.

Introducing Flexible Targeting for the Yieldify Conversion Platform

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You need precise ways to connect with your customers. With Flexible targeting for The Yieldify Conversion Platform, you can now optimize the customer journey using the data on every page of your website.

71% of consumers prefer ads tailored to interests and shopping habits. In truth, people don’t hate marketing, they just hate bad marketing. And that’s just as true when visitors are browsing your website. With Flexible targeting, you can draw from the rich data on every page of your website to power your customer journeys. It makes it easy for you to give every customer a relevant, personal experience.

Deliver personal customer journeys fast

Improving your conversion rates doesn’t have to be a prolonged and painful process. Forget heavy-duty personalization – which 79% of 800 digital marketers surveyed say it is not easy to implement. Flexible targeting is powered by page-level data so there’s no need for lengthy and complex data integrations or linking up your data sources.

The freedom to write your own rules

How does it work? Flexible targeting allows you to target based on any datapoint you can see on a web page.

Let’s say you wanted to increase ticket purchases on specific journeys. You could use Flexible targeting to show your message to visitors browsing only certain routes, combined with Dynamic Social Proof to inspire FOMO (fear of missing out) and urgency in them.

Or why not drive account sign-ups by using Flexible targeting to identify logged-out visitors and give them a reason to sign up now:

Or you could determine which offer to show to abandoning website visitors based on the options they choose on a quote form:

These examples are just the tip of the iceberg – with Flexible targeting, the possibilities are almost endless. What’s more, you can use Flexible targeting rules on any campaign delivered by the Yieldify Conversion Platform. You can also combine it with an extensive range of other targeting and triggering rules to deliver unique website experiences that sell.

Expert advice and set up support

Yieldify’s Customer Success team is here to ensure that you get every last drop of value from this capability. The team will analyse your website customer journeys and recommend valuable use cases to support your objectives. Then, our Technical Solutions team will map your website and capture data points to get you set up with Flexible targeting rules at speed – you won’t need to lift a finger.

Campaigns of the Month: October

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

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

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

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

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

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

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

The eCommerce Statistics Report Q3 2017

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

How have conversion rates changed this quarter?

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

Conversion rates for online retail between Q2 and Q3 2017

Finance suffers the highest bounce rate

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

Bounce rate in Q3 2017

Customers researched holidays in August, but purchased in September

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

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

 Conversion rates from August to September 2017

The 5-minute mark

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

Retail e-commerce conversion rates vs time spent on site

Q3’s retail AOV grew

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

Q3 2017 average order value for online retail

Desktop is still king for conversions

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

Conversion rate by device

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