What consumers want and how to give it to them?
This infographic isn't a compilation of different unreferenced sources, rather it's based on a single piece of research by Sociomantic Labs who polled over 1000 US consumers via ResearchNow, specifically to assess their attitudes toward online shopping and digital advertising.
'It found that personalized ads lead to a dramatic improvement in a marketing channel’s perceived influence, as well as a channel’s ability to encourage consumers to take action'.
Their findings delved into shopper behaviour by understanding:
why and how consumers shop - interestingly, 41% visit a site with a 'product in their mind' to buy or research.
how consumers use online shopping carts - 19% add to their cart to create a reminder/wish list.
how consumers embrace targeted ads - 70% happy to receive ads and
how receptive consumers are to ad targeting - targeted content converts browsers to buyers.
The infographic provides more key highlights and…
6 reasons you should consider a tag management tool
With the increasing number and variety of tools now available to the online marketer, it’s possible to learn more than ever before about how visitors to a desktop site, mobile site or app are interacting with the content they find.
There are also an increasing number of tools to target these users through personalisation. However, many of these tools need their own tag adding to the site pages to record and target users. Tag management systems have been developed to make the process of adding and modifying tags easier and less error-prone for site managers.
The release of Google's Tag Manager has highlighted the value of these tools although this is a free tool while many of the others are paid for.
In the new Smart Insights guide to Tag Management Systems we show the…
New research on consumer feedback on buyer omnichannel fulfilment requirements
Value: [rating=3]
Recommended link: Comscore and UPS's 2013 Pulse of the Online Shopper survey
ComScore was commissioned by UPS to survey over 3,000 US consumers, to find out about their online shopping experience and the impact of the range of channels now available to the consumer. The research looks at the consumer journey from pre-purchase, to check out, delivery and post sales. It provides insight into how businesses need to adapt to consumers expectations of an integrated sales experience and the focus on the customer experience.
'Overall, satisfaction with online shopping is high at 83%. However, it drops below 50% when shoppers are asked about: flexibility to choose delivery date; ability to choose a specified time of day for delivery of purchase; flexibility to re-route packages; and a green shipping option'
Key…
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October 29, 2013
7 examples of online merchandising
Online merchandising is an ever-changing task and the following examples highlight some current methods but are by no means exhaustive.
Central to most of them is the idea of giving the customer the opportunity to choose the direction their visit will take; whether that might be choosing a trend, narrowing down the products they see or choosing their own add-on products.
Or in other words: Personalisation. Using browsing history, trend data or customer data, these retailers are able to deliver a different experience for different user groups or indeed users.
With so many different options available it would be easy to be overwhelmed; so here are 7 examples from great ecommerce websites of online merchandising execution.
1. Collection pages - example from Dunelm
A common problem faced by lots of retailers selling online is how to sell multiple products from the same range. This is especially true for …
New Verdict research for retailers
Here we're sharing new e-commerce findings by Verdict, who surveyed over 10,000 on-line shoppers to reveal a forecast that the 'UK’s e-retail market will grow by almost 50% over the next five years to reach £50bn by 2018. One pound in every seven will be made online'.
Something that I found interesting and surprising from the research is that
‘Only 4% more people considered store shopping more enjoyable than online, a gap that’s lowered since the 25% recorded 18 months ago'.
The report highlights some other interesting findings about buyer behaviour:
35-54 males prefer Internet buying.Mobile consumers are savvy enough to know that they will only buy from a trusted, secure network as expected.Smartphones and tablets are used by consumers in-store to research prices and product details. 41% research in store before they purchase online.67% of respondents still shop from their ‘living room’ – second screening…
7 metrics to calculate web store effectiveness
Lots of marketing techniques can be used to drive traffic to an online store. Marketers for webstores should define the right KPIs to understand which of them bring the most benefit and the highest ROI for the store and which should be reduced or optimised? Here are 7 measures you should consider, many of which are available in Google Analytics.
7 metrics to evaluate marketing channels and online store profitabilty
In this article we have gathered 7 key metrics which will help you evaluate effectiveness of different marketing channels and online store profitability.
1. Website conversion
Conversion (from Latin conversiō) is the traffic (visits) to the website which ends with some kind of action beneficial for the website – for example, product purchase or subscription.
Conversion Rate is calculated as the number of visitors who have made a target action (purchase, registration, a phone call) divided by the total number…
The art of rules based personalisation and how to make it work
You are charged with promoting an array of content and promotions within shifting parameters and evolving conditions.
"Rules based personalisation is an effective way to re-engage with customers through your website. It empowers marketers to get the most value from their content. Personalisation decreases bounce rates and increases conversion. Providing relevant and engaging content through personalisation rules is a powerful tool in the marketer’s arsenal, you need to know how to use it".
My first post, A practical guide to website personalisation gave you an outline of the three central types of personalisation: Digital Body Language, Digital Fingerprint and Marketing Automation.
In my last post Using a Digital Relevancy Map to create more personalised website experiences. we covered the process of researching and preparing for personas and user journeys. It is now time…
A new report from eBay mapping the flow of international sales
Value to retailers: [rating=4]
Recommended link: eBay cross-border Ecommerce sales report
eBay commissioned Nielsen to conduct a research study on the importance of cross-border / International Ecommerce sales in six key markets around the world – the United States, the United Kingdom, Germany, Australia, China and Brazil. The output is this interesting infographic which shows the main flows of traffic (click to enlarge).
The report makes the analogy of cross-border Ecommerce with the Spice routes of the past between Asia and Europe. The report certainly provides support for investing in approaches to localise Ecommerce merchandising to market needs. Just within these six markets:
Cross-border online shopping will be worth $105 billion this year with 94 million consumers regularly buying from overseas websites.By 2018, this will increase nearly 200%…
How e-retailers can avoid Buyer's Remorse by considering where coupon codes are introduced in the checkout process
In previous posts I have mentioned something that in the offline retail world that is known as buyer’s remorse. But having recently seen so many instances of this simple concept being evident on so many retailers sites I felt that it warranted a post all of its own.
Buyer’s Remorse, in the retail trade is what happens when customers have a sudden regret or recognition of a perceived barrier which introduces doubt into their mind forcing reassessment of their purchase before the purchase has even been made.
Think about it. How many times have you been stood in a queue waiting to get to a till point to make a purchase. This added time at the checkout allows you the extra head space to re-consider what you have placed in your basket or trolley and suddenly…
Guidance and examples for Buying Guides relevant for other sectors too
‘Buying Guide’ or 'Buyer's Guide' content are a common SEO tactic particularly amongst retailer ecommerce sites, but they can be used in other types of site too such as financial services. They're popular since they tick many of the boxes for effective on page SEO. They're naturally rich in keywords, dense in character count and recognisably original, it’s an easy target to hit on your SEO checklist. They also enable you to link to your main target category and popular product pages with relevant anchor text, so boosting their effectiveness.
Potential customers also love Buying Guides, since, done well, they’re a great research resource in the early ‘information gathering’ stages of the purchasing decision process.
If they provide great advice and a good experience in navigating them,…
