This week’s roundup features ways to boost your average order value, conversions and growth. We’ve also got news in digital marketing and predictions for 2016. If you want more where this came from check out our past weekly roundups.
Customer Insight – UK Smartphone Shoppers Becoming At Home Shoppers
Digital shopping is more popular among UK customers than anywhere else according to eMarketer. Smartphones have had an increasing influence on how consumers shop online but how they’re using these devices has changed. Smartphone shoppers have moved their research efforts from outside the home to inside.
In 2013 57% of them used to research products with their phones while they were out and about, but now this has decreased to 36%. They haven’t just moved inside with their research but smartphones have become significantly more important to the consumer’s journey. Over a third (37%) of users surveyed last year reported that they researched grocery products exclusively on their smartphone. 33% of these people also do the same to research retail products.
As smartphones become more a part of the users’ daily life, they have started to penetrate their buying behaviour. Smartphones are no longer on-the-go devices but more “always on” devices. Consumers can now constantly be reached and for some retailers this reaching could become transactions.
Using Ecommerce Site Search for Customer Insights
When a customer searches on your eCommerce site, this is your opportunity for insight into what they expect from your website and your products. Great customer insight can reap plenty of rewards if a marketer knows what to look out for, so here’s what we think you should be looking into:
Top Product Searches
Top product searches can help you boost sales and improve UX. The most popular products searched for indicate which ones are in high demand. To get the most from this insight you should ask yourself why that is the top search. Practical Ecommerce uses the example of boots to explain their point further. They ask “Is there an issue with site navigation?” and “Are boots also our best seller? If not, why?”. Context is also worth considering – do you have a campaign running at the moment on your most searched item?
Searches With Few or No Results
Searches with few or no results show your customers expectations. Check out what they’re looking for and not finding, and use this as an opportunity to expand into new product lines or better meet your customer’s expectations. You can tell 3 things already from a search with no results:
- Your customer is unhappy with the results
- There is a clear demand for the item and if you were to start distributing it
- You’d have immediate sales with little marketing effort.
Trends Can Reveal Opportunities
As the frequency of particular search terms increases it can become an indication that the retailer should be stocking more of that associated product. If they’re getting less frequent, then stock less and so on. Monitoring these trends can help you spot some worthwhile opportunities in terms of stock control.
Filtered and Refined Searches
Filtered and refined searches can offer insights about which product features and attributes are most important to your customers. Knowing these allows you to explore new on-site merchandising as well as new copy and content.
7 Psychological Triggers for Conversion, Growth and Sales
It’s easy to forget when constantly monitoring data for customer insight that your consumer is a real person. So, to help you get more engaged with these “real people” here are 7 psychological triggers you can use to benefit your conversion and growth:
This is a simple concept – when you receive you are more likely to give. A decent example of this is offering free samples or useful content in return for their subscription to your emails. An online course or webinar also has the same effect. Offer something your customer would find valuable and give them a reason to give back.
When something is harder to get, it’s more appealing to us. Fear drives scarcity, as bleak as that sounds – humans are far more motivated by their fear of losing or missing out than the desire to gain. Retailers can tap into this by listing how many of an item are left in stock or by only running a limited amount of a product every time it’s restocked. Free trials that run for a limited time are also an idea.
Consistency and Commitment
In terms of consistency, the best indicator of future behaviour is past behaviour and people will go to all sorts of lengths to appear consistent. Which is why goals like stopping drinking or smoking have a higher success rate when they’re publicly announced. Commitment wise, you should be looking for “small yeses” instead of “big yeses” as these can produce valuable results. The key to honing this psychological trigger is to make commitment a bitesized act. Retargeting is a great example of consistency and commitment – working through “cookie” or “action based” tracking you can follow your consumer and offer what they want based on that.
We’re getting creepier as the list goes on. People do not only respond to legitimate authority but they also respond to the appearance of authority. An example of this is “expert” endorsements of products – like doctors reviewing weight loss supplements. This is also why celebrity endorsements exist. In the likely event that you can’t afford to use Drake to endorse your product, small time companies use logos. Such as when you go onto an ‘about’ page and see “our clients” where you observe the neatly pieced together montage of well known brand logos and suddenly you trust the company far more. That’s using authority triggering.
Liking something seems like an obvious trigger but it’s certainly not easy. If we were to imagine that all of this effort was face to face, we’d pretty much be relying on the person we’re communicating with to like us, because we know they’ll be far more likely to give us their business if they like us and what we do. This is why ‘about’ pages are often overlooked. They should be about building a bridge between your company and your customer and that’s your opportunity to show a shared interest and things in common – just as you would in person. It should have personality and if you were to imagine speaking to the person face to face, it should appeal to them there how it would in person.
Develop familiarity and be complimentary.
Clustering is basically grouping similar things together to make the most of our short term memory. People only remember about 7 pieces of information at a time, so creating your content with clustering in mind can help. Online this translates into you grouping your copy into similar categories or making bulleted/numbered lists. This not only increases retention on recall, but also boosts your conversions. The best sort of clustering you can do is with pricing plan options as it allows easy comparisons.
Whether we like to admit it or not, following the crowd has significant influence over our purchasing decisions. The first psychological trigger to convince people to purchase from you should come from other customers which is why leveraging customer reviews and feedback is essential. Using testimonials is a great idea and KlientBoost advises sticking these on your checkout page to really get the message across.
8 Ways to Boost Average Order Value
- Market to Repeat Customers – Returning shoppers who are familiar with your business will be willing to spend more so marketing to returning customers has a good ROI and a positive impact on AOV.
- Offer Free Shipping at a Threshold – Customers are far more likely to add more to their cart to meet the threshold for free shipping and you should be notifying them of your shipping deals at every stage of the checkout process to remind them.
- Limited Time Offers – This adds urgency to the shopping process and people never want to miss out on a good deal. Combining a compelling offer such as a discount or BOGOF with a time limit on it could boost your AOV as people add more items into the cart to take advantage.
- Offer Volume Discounts – Depending on the product, a volume discount can increase your AOV significantly. This sort of deal works best on items people tend to stock up on, such as printer ink or other office supplies. Your volume discount could be applied when customers order a certain amount or be a buy X get Y offer.
- Bundle Products – Bundling products that compliment each other and offering a discount for purchasing the bundle is a great way to boost AOV. It doesn’t only do that, but it also reduces the overheads of shipping when you consider that you will be sending out all the items in one box.
- Personalise Merchandising – This has been a leading trend in eCommerce for some time now. Personalised merchandising can upsell and cross sell products based on the user’s past search history, shopping behaviour and purchase history. Recommendations encourage users to add those items to their existing cart, increasing AOV.
- Offer Discounts with Pound Thresholds – Similar to offering free shipping at a threshold, you can offer discounts at a threshold too. For example a 10% discount on orders over £50 or larger would offer a AOV of more than £80 which is a significant increase.
- Social Sharing – Reviews from customers, expert endorsements and recommendations from friends all count as ‘social proof’, and these encourage your customer to purchase more from you and instils loyalty.
News: Multichannel Selling – Online Marketplace Considerations to Boost Sales in 2016
The eCommerce industry nowadays is mostly multichannel and successful retailers are embracing the idea of “sell anywhere to sell more”. BigCommerce has some considerations for where to put your products:
The Market Giants
- – Ebay
- – Amazon
- – Etsy
- – Sell.com
- – Sears
- – Newegg
- – iOffer.com
- – Shopandmade.com and many more. It’s best to think about your customers personality and put yourself in their shoes. Where do you think they’d go to find you? If you were looking for you, where would you look? Pick your outlet bearing in mind location and shipping costs especially.
Combining Social and Shopping
You can also feed yourself directly to your customer through their own creativity. There’s several website that’s combining social, sharing and shopping all in one. Here are just a few you can plug into:
- – Polyvore
- – ShopStyle
- – Fab
- – OpenSky
News: Habitat Launches New Responsive Website
Habitat has just launched a new eCommerce platform to evolve in customer experience after it reported a 35% increase in traffic in the last 12 months. Direct Commerce Magazine reports that the website has been built with the mobile audience in mind given that over half of online shoppers are using mobile and tablet devices to buy.
There’s a refined user experience with multi device image browsing and easier navigation, an easier checkout process and an enhanced search function. This newly developed site will allow for near-time developments like user-personalised experiences across channels and a click and collect service.
Habitat have stated that their aim was to “upgrade to a more flexible, sustainable platform that would support our multi-channel growth and at the same time allow us to develop an inspirational brand experience”. Compelling stuff.