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Ready, Set, Fall Knitted leggings keep baby warm and on the move. In , though, personalization and localization are being added to that mix. This is because easy-to-navigate websites, fast shipping and transparent pricing are already the norm. Personalization in ecommerce often refers to personalized merchandising.
When personalizing a site experience, brands use a variety of known customer data points to serve contextually relevant content and products. Using data points like the above, site pages will be altered to best serve and convert the individual consumer.
Localization is a form of personalization in which the IP address of a customer alters site content to provide for more contextual merchandising and content. Here are a few guides you can use to learn about personalization, localization and on-site merchandising to increase your customer experience. Here are how 3 brands currently optimized their customer experience using a variety of personalization tactics.
You can use a combination of out-of-the-box personalization tools and additional applications to turn your product pages into landing pages i. They use the Personalized Recommendation App by Beeketing.
Create an educational survey to lead consumers further down your funnel, as well as collect additional information. CRM stands for customer relationship management. Because how effectively you speak to your customer, solve their issue and get them to the cart directly affects engagement, conversion and your bottom line.
Establish a single customer system of record. Get a head start in improving your customer engagement via community and CRM. Here are the best guides to walk you through each aspect. Now is a great time to starting thinking about chatbots. The very first step to ensuring your customers engage with your brand is to ensure they can SEE that they can engage with your brand.
Olive Ave uses subtle but clear on-site messaging to alert customers to a variety of customer engagement tools, including:. See how they did it below. Mountain Crest Gardens is, in my professional opinion, light years ahead of most ecommerce brands in terms of customer engagement. They used a tool — Rivet Works — to collect not just customer reviews, but customer photos of their products being used. Many brands with philanthropic missions, like Shongolulu, encourage customers to become brand ambassadors —— sharing the message with the world.
Turn yourself and your employees into personalities. Most ecommerce brands optimize for long-tail, at least at first. Getting high ranking for short-tail keywords is hard. Bigger brands typically win here because of their Domain Authority, which takes into account:.
On-site content to draw in customers in times other than a purchase point is becoming super important for LTV increase without large marketing spend. Optimize your site as it currently is, and get content ideas now from these comprehensive guides. Jackson Galaxy uses video, clear CTAs, lots of copy and tons of reviews to turn their product pages into an SEO-optimized landing page. BlanksUSA uses campaign pages as landing pages in order to drive long-tail traffic to products easily grouped for a specific customer segment.
Mobile experience need to be on par with desktop. Optimize your forms, create mobile-first designs, load pages quickly. Understand how your customers use mobile and optimize. Just use a pop-up like Solo Stove does to help the customer decide where to go next.
Mobile experience will be key in Mobile traffic has already overtaken desktop traffic, and we are seeing mobile sales approach desktop sales. Retailers with a mobile-first mentality will outperform those that treat mobile as a second priority.
This mobile-first mentality applies to everything: And while many may still be able to do so in , it is likely that the cost is going to go way up. Social media advertising is a popular channel for ecommerce brands to use to run campaigns, drive traffic and close sales. Good social media advertising and marketing is about 3 things:. Building a culture around your brand will be the only way to compete and thrive in a marketplace that turns everything into a commodity driven by price and reviews.
Tommy John uses a gifting video along with a customer testimonial in this re-targeted Facebook Ad. Rollie is an Australian brand that has clearly just launched in the US.
They are likely targeting me based on my geographic location and having visited their site before. Nike is using the multiple photo option ad aka, not a video and promoting customized items in the ads. Facebook prioritizes videos and videos help build way more trust then just a regular ad. Videos are so powerful and using Facebook Custom Engagement Audiences you can sequence potential customers who watch 10 seconds of one of your videos to another video. Using Facebook Video Ads combined with Custom Engagement Audiences alone you can sequence potential customers all the way down a video funnel that goes from Awareness to Engagement and then to Conversion.
CRO stands for conversion rate optimization, which you can only do through data-driven optimization and decision making. Conversion rate optimization allows you to run tests to determine which various designs, language, etc. Look for little wins here and there and over the course of the year you will find that you have made it far more likely that a visitor to your website becomes a paying customer. Regularly get your customers on the phone. Ask why they choose you.
Ask what problems drove them to you in the first place. Ask how they view you compared to competitors. Their answers are literally what should go on your website to connect more deeply with your market and generate more sales. Every brand has to first test their way to success. And the third is to be sure to share your successes and failures with everybody internally. That way, you can be sure you have a staff with a knowledge base. Last year, conversion was 4.
This has given us an edge against other clothing brands. I have 30 BigCommerce sites up and the reason I keep coming back is because my development staff and design staff are familiar with the templates and the backend.
The cost of entry and cost to scale have dramatically reduced over the years. And because the cost to entry is so low, more people has entered. And a lot of those people are scaling —— again, because the technology to do so costs so little. Suddenly, marketing to earn your fair share of the market is one of the most important factors to success.
My advice for other business owners is this: Rather than tying up time with manual data entry and packaging, focus on things that help your business grow — like marketing, business development, etc.
Let tools and integrations take care of the other elements of the business, and outsource work when you need it. Honestly, InStockAlerts is worth its weight in gold. Suddenly, all my customers wanted to know when a product would be back in stock. Then, I have more sales with no additional time spent.
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