If you missed last week’s round up on Social Commerce, Conversion and Customer Service you can find it here! In the mean time let’s get cracking with Product Photography, Pop Ups and Credibility!
3 eCommerce Sites Whose Product Photography We Love
Now just take a look at this stunning depiction of handbag detail right here. You can see every stitch for crying out loud! This is so fitting to the purpose of the site – in fashion you need to be able to see these small details and Mulberry’s target market is definitely quality focused. A premium brand of handbags, with premium eCommerce photography.
Source: Hard Graft
We’re fairly certain that you won’t find a more chic set of hipster images any where else. They’re like Mumford & Sons personified. Seriously though, everyone loves a flat lay and these guys have nailed it. Notice how they place recognisable objects to subtly show the modest sizing of their products.
Technology has always been at the forefront of Burberry’s branding, so it comes as no surprise that they have spectacular product photography. They don’t just have product photography though, they’ve got product videos too. Sweet.
A Youtube Influencer’s Take on Brand Partnerships
2015 was most certainly the year of the online influencer. Jack Simpson at eConsultancy interviewed Naomi Smart to see just what YouTubers think of brand partnerships and what they look for when doing so. According to Naomi, brands must have “clear aims and objectives”, they must “express why [they’re] a good fit” and propose a rough idea for the creative concept behind the collaboration or partnership. Collaboration being the key term:
“they should acknowledge that there is flex with this and that they are open to suggestions”.
We personally can’t stress enough how important it is to get to know the influencers you want to collaborate with. Do their values correspond with your own? Does their own brand image complement yours? Do they influence the people who will buy your product? Simple reflection like this goes a long way.
Optimising Exit Intent Pop Ups
Pop ups get on everyone’s nerves. We know that. But there’s a reason we still use them – they work. Exit pop ups are proven to be particularly useful because they only come into action when the person tries to leave your site. Making them far less irritating than the traditional pop ups, which distract you from what you came for. So here are a couple of tips to optimise them…
Target the Right Visitors
No two users are programmed the same way. You should prioritise the customers who have at least shown purchasing intent, then engage more with new visitors and give them a little push down the conversion tunnel. To do that effectively, segment your website visitors. An example of successful targeting and segmentation would be when trying to acquire blog subscribers. Target users who have specifically been on multiple pages of your website and shown a distinct interest in your content. You could also target subscribers through how many words they read – i.e., how far down the page they scrolled. There are plenty of effective methods of targeting for you to use.
Use Contextual Offers
Even if you’ve spent hours and hours making sure your pop ups were well targeted, a lack of context will make this completely redundant. Make sure that your pop ups relate to the users activity on your site. For example, if a person is about to exit your pricing page without having made a purchase, then a discount exit pop up might incite a purchase. However, we would urge you to use these as sparingly as possible!
Similarly, if a person has been browsing Women’s fragrances on your website and is about to leave – you might want to notify them of an upcoming sale. Always be in context with what they were up to.
Write Copy You Can Scan Read
Since the average attention span of a user is 9 seconds, you really don’t have a lot of time to convince them you’re worth sticking around for. Remember that people leaving your website will spend even less time looking at your pop up – because, well… they want to leave. So, that being said, you need to make sure the copy you’ve got seeps into their brains whether they really read it or not. Keep the copy as clear and concise as possible for best results.
5 Website Credibility Killers
Everyone makes rookie mistakes at times, and some are so simple we manage to overlook them anyway. Which is why we’ve got a handy just-in-case reminder here for you this week.
- 1. Testiphonials – Never write yourself super seedy reviews. Make sure you keep the bad reviews on your page because they add authenticity to the positive ones. According to Reevoo insight research (2013), 68% of people trust reviews when they see bad scores as well as the good and 95% suspect fake reviews or sponsorship when they don’t see bad scores. So let the bad come with the good, folks!
- 2. Don’t Overdo it – Don’t overcrowd your site with credibility elements (which we will explain below). They have the opposite effect of what you’re trying to do. Your customer probably hasn’t assumed you’re untrustworthy, so it’s a bit like walking into a shop and telling the manager “I’m not going to steal from you”, which will only make the manager think “…What?”
- 3. Lack of Trust and Security Symbols – These include quality guarantees, return policies and trust marks. If you don’t have these and you’re a small company, then you’re going to need to implement them. If you’re a clothing or accessories company then it’s particularly comforting to know products can be returned. If not, it gets people wondering.
- 4. Bad Typos and Grammar – This is a given, but it’s still overlooked. You need to proof read, proof read and proof read again before going live with your site. There is nothing more cringe worthy than when a customer notices a typo on your website – then tells you about it.
- 5. Lack of Contact Information and Photographs – They simply need to know who you are. This doesn’t mean you make an ‘About Us’ page with every member of staff’s life story, but just make an effort to substantiate your existence. A small bio and photograph – please, no stock photos, those suck 90% of the time – can go a long way.