Spot Studio Weekly Roundup #7 – Retail Winners, Conversion and Abandoned Cart

Here we are again with our 8th edition of the Spot Studio Weekly Roundup. Last week we brought you eCommerce, mCommerce and You, which is an absolute must read! This week we have a bit of conversion rate optimisation, abandoned rate and the top retail winners!

What’s Different for the Retailers that Outperform?

Omni-channel shopping. There’s that word again. With it came countless opportunities, but just as many challenges. Although it’s retailers’ response to these challenges that separates them from the rest. A Retail Systems Research survey has shown us there are some notable differences between how retailers that outperform competitors feel about their supply chains.


Winning retailers from the survey conducted in September claimed that how they fulfilled has changed due to cross channel shopping and noted how unpredictable customer demand has become. Funnily enough, retailers that outperform their competitors are less likely to report feeling any competitive pressures surrounding their supply chain. The winning retailers are even less likely to say that digital has stunted store growth. Looks like the retail champions are pretty confident. The survey does note that the winners face different challenges with their supply chains though, and you can check out more here.

Lush: The Undisputed Masters of B-Commerce


Source: Lush.com


If you’re wondering what on earth B-Commerce is, we forgive you – it’s a totally made up term that you’re likely to be hearing more and more. (It means branded commerce by the way). Lush has pretty much nailed it when it comes to mixing editorial with commerce. When you’re on Lush’s website, it feels like you’re on Lush’s website. A website that just-so-happens to sell stuff. Taking a finer look at Lush’s branding might inspire yours:


  • That Product Display – Compare it to its competitors (The Body Shop for example) and you’ve got an aesthetically pleasing GIF compared to “samey” product photos from The Body Shop. The moving images are a refreshing take on product display. Not just that, they do ‘dollop’ images. (Shown above)
  • Their Trustworthy Content – The ingredients listed on the websites even have their own pages with specifically designed editorial to inform the reader on the origins of their ingredients. They’re not just selling, it’s persuading.
  • They Ease Into It – They only display about 8 products on their home page, and editorial dominates. There’s no invitation to shop, just to read.
  • They’re savvy with their words and there’s no waffling here.


And if you’re still worried about SEO and all that boring stuff, their ingredients page for Rose Wax is the no.1 Google ranking for the search term. Nailed it.

The Best URLs Contain Keywords

If you want to optimise your URL to its full potential, here are some basics:


  1. They should only contain alphanumeric lowercase lettered characters
  2. Words should be separated with hyphens
  3. They should be as short as possible
  4. Don’t stuff it with unnecessary keywords – it won’t help you rank higher and it cries out ‘spam’.


There’s over 200 factors involved with Google’s algorithms and we can tell you that even the smallest of changes add up – we’ve discussed this in most of our roundups. While it could make a considerable difference to optimise keywords in your URL, don’t bother using it as a stand-alone tactic.


Source: http://www.practicalecommerce.com/articles/94085-SEO-The-Best-URLs-Contain-Keywords

Should You Optimise for Micro-Conversions?

You might have been mulling over the idea of optimising for micro-conversions recently but we’ve got the answer for you – don’t. It’s better for you to measure them than optimise them. Focussing in on micro-conversions may temporarily alert you to your sites strengths, but attempting to optimise is the equivalent of endlessly shuffling papers. We recommend you focus on your macro-conversions but on the side measure and track the micro ones. If you want a thorough explanation of why we think this, then check this out. And don’t just stop there, we have 3 of our own tips for your to improve your mobile conversion rates.

Cart Abandonment Notifications – They Work

It isn’t the first time we’ve written about abandoned carts, and I can guarantee that it won’t be the last.


Cart abandonment emails have a 40.5% open rate based on Q3 data from SaleCycle. Click rates for cart abandonment emails are also considerably higher than others and the click to purchase rate is around 28%. That’s pretty impressive. There’s plenty of evidence to suggest your consumer has abandoned the cart because they simply decided not to buy, but these high open and click to purchase rates show that you could probably change their minds – with a little push.


Source: http://www.emarketer.com/Article.aspx?R=1013205

Strong Brand Value or Low Prices – What’s Better for Online Conversion?

What’s more important, brand value or low prices? If the product you’re selling is popular and elastic, then you’re going to have to accept that price isn’t going to be your differentiator. Raising the price high will garner negative feedback and keeping it too low just isn’t sustainable. We’ve got an insightful piece on harnessing your price strategy here.


Building your brand builds interest from customers. If you’ve got interest then you should be pulling out all the stops to make them feel welcome – live chat and helpful social media accounts are a must. If you make sure that your brand creates a convenient, memorable shopping experience then you’ll have the best form of PR available – word of mouth.


Good news travels fast, and if you’re providing an excellent service, not only does it justify any sort of premium pricing, but your customer will want to tell their friends about it too.

Facebook’s New Fundraising Tools – What Non-Profits Need to Know


The new tools consist of a donate button that allows Facebook users to contribute to a page or cause on the site directly from their newsfeed. Registered and eligible organisations are gonna want to put this on their page for its potential in helping their cause, and active organisations will want to find ways to incorporate the button into their existing content. Users more easily attract themselves to causes rather than organisations, so this can aid fundraisers in getting new donors and support. This tool should of course be utilised in organisations’ social strategies appropriately.

ASDA Enables Third-Party Click and Collect Service


The major supermarket retailer has now introduced the opportunity for consumers to collect or return products from third party retailers using one of ASDAs 614 stores. With online shopping demand ever increasing, this groundbreaking move allows consumers to collect their orders while doing their weekly shop. They hope to bring in 40m extra visits to their stores. This is a fantastic example of bridging the gap between online and in-store shopping. Find out more here.


Hungry for more? We’ve got 6 previous roundups for you to read through. Just help yourself here.

We churn these out weekly. Subscribe to keep updated.


Sebastian Paszek

Marketing manager

Controlling the chaos of the digital landscape, Sebastian is a multiplatform executive, project manager and photographer.