Welcome to week 44 of our digital marketing roundups! Last week we brought you food for thought on eCommerce search functions, how to optimise yourself for Black Friday, social influencing via dark social and more! Missed it? No worries, you can view it here. In the mean time, let’s get down to the resources we thought you’d find most useful this week.
2 Steps to Put Customer Acquisition on AutoPilot
There’s one thing that business owners can never get enough of – time. There’s only so many campaigns we can run and issues we can respond to at once without having to work more weekends. So here’s 2 ways companies can better leverage their promotional efforts through marketing automation, remarketing ads and dynamic product ads:
Marketing Automation for New Leads
Most people reading this will be familiar with marketing automation and its power to increase sales by almost 34%, but 85% of B2B marketers are unhappy with their execution of it. When you do it correctly and combine it with your efforts with remarketing ad campaigns (we’ll describe those soon) it’s your best-bet for increasing leads on autopilot.
In this example given by Kissmetrics, they explain the solution they put in place for people who wanted to make enquiries but weren’t prepared to speak with any sales reps yet. A cost calculator was put in place that collected qualifying information from potential customers. So not just emails and numbers, it had information that allowed the organisation to categorise leads by priority. So with this information, more than one single standard workflow can be created – a few sophisticated ones that combine a person’s unique characteristics, truly personalising the context of each interaction.
Next, you can outline a series of emails to nurture these leads over time. Pick an interval at first, so for example every few days or once a week and choose a sequence of message topics that will start with supporting their initial request and then build up to soft sells and hard sells if appropriate. There are a few tools you can use – Hubspot is the best, but it’s pricey. Autopilot and MailChimp are good for budget conscious companies.
Remarketing for New Website Visitors
Only a small minority of people are going to purchase from your website when they visit. This means that the vast majority of people on your website will be spending nothing. Combine this with the fact that half of all customer interactions are now multi event and multi device journeys you’ll find that people rarely convert on their first visit.
This is where remarketing comes in, giving people another reason to come back to your site with micro conversions and nurturing them along until they’re ready to purchase. You can do this by creating a new campaign directly in AdWords – make sure you’ve got the right tracking pixel in place and then start work on the ad creative for all the different sizes Google offers.
That’s what we’d call the gentle nudge, or you can go ahead and go for ‘Super Remarketing’. A term coined by Larry Kim that describes overlaying behavioural-based and demographic information from Facebook or Twitter to your existing site visitors. Start with the people who visited your site in the last 30-60 days. Combined with ad creative designed to match their demographic info or their interests could be very powerful and a great way to automate or drive new leads.
The FAQ Page: How to Do It Right
So you know what an FAQ page is, but what it does most of all is presents a unique opportunity to directly address concerns and remove obstacles on the path to purchase. It’s a very important feature to your website, so we’ve got some tips on how to do it right:
- – If the question is about a potential shortcoming in your business, try to frame the answer in a positive way. You should demonstrate authority through the depth of your answers but only give them what they need.
- – Use images wherever they can explain your answer better than words. This is a great opportunity to build your brand and sprinkle some personality into your Q & A.
- – An often missed opportunity with many FAQ pages is ending your answers with a call to action that links to other pages to push visitors back into your funnel.
- – If customer service is a core part of your business then create a fully fleshed out support center or “help desk” using Zendesk or Desk. Incorporate an FAQ as part of your customer support.
- – If your business is more product oriented then it might be enough to prominently display a link to a simple FAQ page before they reach out to a customer service rep.
- – If you want to make the most out of your FAQ page, you need it make it discoverable where it matters most: when potential customers are considering a purchase and when existing customers are about to reach out to you. FAQ pages are better incorporated into your site as part of your support page instead of buried at the bottom.
Addictive Shopping Experience: Missguided Uses Personalisation
Missguided is a fairly young brand but it has garnered a reputation as one of the most innovative and impressive eCommerce companies going. Head of eCommerce at Missguided Mark Leach spoke at the Festival of Marketing this week on the subject of personalisation. He focused on how the retailer is constantly adapting to fit the desires of its target consumer and in a few ways:
Diversifying Into New Channels
Missguided wanted to ensure that for now at least, it’s delivering a decent mobile-first experience. They discovered that 75% of their customers engaged using a smartphone with a screen averaging 6 inches – so creating a mobile app was the natural next step. This is just one example of how they used customer preferences to help personalise their user experience. There was also a huge bias towards iOS with 82% of mobile sessions coming from apple devices. So what did they do? They chose to launch the app with Apple Pay.
Creating a Bespoke Mobile Experience
Mark highlighted the fact that real estate on a customer’s phone needs to be earned. Missguided wanted to ensure its app included features that were unique and relevant to the user. In order to do this they set up a user experience lab throughout the creation process, gaining qualitative feedback on what the users liked and didn’t like. The app includes the ability to share products across different channels like WhatsApp, Facebook Messenger and Instagram. When a button for this was introduced it became the number one method of sharing product pages across both mobile and desktop. There’s also a new review and ratings system, and it enables consumers to create their own community to share information.
A Frictionless Experience
Mark kept quiet about the brand’s first ever physical store which is set to open in Westfield Stratford in the coming months but he did let on that the website will soon be revealing a brand new checkout system. It aims to eliminate friction at the checkout and includes features like predictive address entry, the ability to save cards and being able to buy without logging in. Those elements might seem standard but there’s now going to be innovative new features such as an image-based search function. They really do make the moves to keep it appealing to the users.
Branding Is Bad For Your Homepage
Moving objects, offers and overwhelmingly large imagery are increasingly the standard practice with shop window experiences in today’s virtual high street. They can be executed fairly well but at the end of the day they still frustrate the consumer as they struggle to find what they want. These executions frequently offer a carousel that moves slower than a customer’s clicking finger and hides promotions, offers and other alluring messages that might entice them. There are three key differentiators between effect home pages and those are that aren’t.
- – Obvious calls to actions that take the customer through to where they want to be in store or directly to current offers.
- – A retail shop window that doesn’t dominate allowing for key sales messages to support the main shopping missions.
- – Clarity about how customers find what they are looking for – this covers navigation choices, search boxes placement and easy to spot access to offers running in the media.
There’s some interesting data that comes from home pages dominated by a large single image:
- – Fewer clicks on calls to action as those in the image often appeal to a very narrow segment of customers.
- – Fewer searches as the search bar execution is often pushed into the background to become the most invisible.
- – Fewer people moving down below what is initially presented on the screen as there is no clue given to the customer that there’s relevant content ‘below the fold’.
As disappointing as it might be to your marketing department, what customers care about more isn’t how you present your brand, but the eCommerce experience. To make an outstanding experience you need to work from customer to brand, not the other way around. We’ve just got started, if you want to read what you can do to make your homepage as good as it can be and get rid of all the useless branding, then head on over here.
96% of Consumers Say Retailers Don’t Know What They Want
Did you know that only 4% of consumers believe that retailers know what they like when shopping via a particular channel. A survey by Omnico has found that this could be improved if retailers embraces a coherent and consistent omni-channel strategy. It explores the interactions 1200 consumers had with retailers across the channels they offer, the promotions they deliver and the stock visibility and fulfilment methods they provide.
Overall, consumers awarded 72 points out of 100 for the quality of their experience across every type of interaction with retailers. However, the survey revealed that levels of customer satisfaction drop as retailers employ more channels. Of consumers, 62% said they had a seamless experience more than once across online and in-store, and this falls to 39% when mobile applications, social media and phone were included.
The survey shows that despite retailers investing in multiple channels, traditional in-store shopping remains the most popular retail option, popular among 43% of respondents. Only 9% of respondents favoured the option of buying online and collecting at a third party location such as a supermarket or train station. Mel Taylor, CEO, Omnico Group says “Shoppers now expect to hop between online and physical stores and have the same experience across every channel,” she continues: “While the overall score in our survey suggests a glowing picture, the details show shoppers today are frustrated by the service they’re receiving. While it’s clear that the store experience is still king, many retailers are then diluting the quality of the experience they offer as they expand into more channels and touch points.”
For more interesting data then head Internet Retailing delves even further. It really stood out to us this week.