Marketing Category

New & Innovative Conversion Rate Optimization Strategies

Saturday, January 30th, 2016

Let’s face it. Conversion rates stink.
Here is a simple refresher with some innovative ideas that can supercharge your acquisition spending this year.

1 – Add a Personal Shopper – Bounce rates are what they are because the average consumer will visit 4 sites before making a purchase decision. What can you do to increase the stickiness of your visitors? Let your customers browse the entire catalog at once, like those at JE James Cycles who click the “recommended for you” link provided by Emarsys. Most site visitors abandon in :06 seconds because they can’t easily find what they’re looking for. People think in pictures, not in words. When you give customers the ability to browse they way they think, conversion rates can increase up to 4-times.

2 – Collect Email Addresses – Why try to convert everyone all at once? Take a portion of your acquisition budget and invest in retention marketing strategies. Collect as many email addresses as you can, and send customized messaging to visitors through email and look-alike audiences. Also, after reviewing hundreds of websites, make sure your email opt-in form is easy to spot. While you’re at it, just add a pop-up like the one at J. Benzal that gently reminds visitors to opt-in before they leave your page with an incentive.

3 – Build a Long-Term Relationship – Now that you have collected emails, now it’s time to build automations that re-connect with visitors after they leave your site. The most basic of marketers are sending cart abandon and browse abandon email campaigns. The best marketers have tailored those emails with predictive content, have stop-gap removals within the automations for customers who have purchased along the way, and have A/B tested the cadence of email messages to increase open and conversion rates.

Increasing conversion rates is tricky business, but you can do it!

What other innovative conversion ideas are you implementing to optimize ROI?

Jamar Cobb-Dennard
Omni-Channel Marketing at Emarsys
jamar.cobb-dennard@emarsys.com

  • Twitter
  • LinkedIn
  • Digg
  • Technorati
  • Facebook
  • del.icio.us
  • StumbleUpon
  • Google Bookmarks
  • email
  • RSS
  • FriendFeed
advertisement

How Much Does Your Excitement Matter to the Customer?

Thursday, December 31st, 2015

A smile and excitement are worth quite a bit if my experience in New York City was any indication of it.

During my recent visit to NYC I was in Penn. Station. It so happened it was “National Oatmeal Day” so the Quaker representatives were handing out free oatmeal. It was interesting watching the response they were getting from consumers. . Some of the reps. were very enthusiastic, smiling and making a big deal about the day. Others didn’t smile and just tried to get people to take the oatmeal. The ones that were smiling and excited were getting people to take two; the ones who didn’t smile literally “couldn’t give the oatmeal away.”

I kept thinking back to something I say in sales training. “Remember whatever you have it’s catching to the customer.” The person with the highest or lowest energy will shift it to the other one. If you’re excited, it’s catching, if you’re miserable, it’s catching. It was incredible how obvious it was today.

I took the oatmeal with a smile on my face. I also took a good look at it and read the ingredients. The woman’s excitements made me curious and want to know more. Hey, not a big thing; we’re just talking oatmeal now!

I consider NYC the place for looking and shopping. I had an appointment in the city but instead of taking a cab, I choose to walk the 1.4 miles. (Maybe it wasn’t such a good idea in heels.) I went into several stores to watch salespeople and look around.

My favorite store is Desigual out of Spain. The clothes are very arty and super different. The people, who work there is darling, just like the store. They laugh with the customers and talk about how you have to be careful how many of their prints you wear together, or you’ll look like a clown! I left laughing and energized. They truly have an energized brand.

For me NYC is energizing. There are many different types of people, interesting fashions and the most helpful that I know. I left my phone on my car seat and had to keep asking directions to my destination. I choose to ask many people to see what type of reception I would get. People took out their phones to look for directions, some walked with me to make sure I was heading the right way.

We all need to reenergize. Some of us get it from alone time and others from other people. Getting refueled is about connecting with yourself and who you are. Get out of the house and go to the movies, get to the gym. I enjoy being around people who have lots of energy because I feel lifted. In fact, it will carry me thought many days of work. I also love when I can share my energy with others. Energy goes both ways.

If you get a free moment, check out your energy and the people around you. Are you in a major slump? People can energize you as well as deplete you of your energy. Take a minute and think about yourself.

Remember what the flight attendant says, “Put your oxygen mask on first before helping anyone else.”

Lisbeth Calandrino
Fabulous Floors
Associate Publisher & Director of Consumer Research
lcalandrino@nycap.rr.com

  • Twitter
  • LinkedIn
  • Digg
  • Technorati
  • Facebook
  • del.icio.us
  • StumbleUpon
  • Google Bookmarks
  • email
  • RSS
  • FriendFeed
advertisement

Email Marketing is Not Dead

Wednesday, March 25th, 2015

KyleLacy2015
For those of you living under a rock, our friends at the Salesforce Marketing Cloud released their annual State of Marketing report in January where they surveyed thousands of marketers (5,000 to be exact). All the questions asked dealt with uncovering top marketing priorities for this year, and the report includes a large section on email marketing, which — in case you were wondering — is still very much relevant.

For the majority of marketers, email remains an integral touchpoint along the customer journey — 73% agree that email marketing is core to their business. In fact, comparing this year’s survey to last year’s, the importance of email actually rose — 60% of marketers said that email is a critical enabler of products and services in 2015 compared to 42% of marketers in 2014.

There are many factors contributing to the increase in acknowledgement and success in email. The increase in the quality of content production and the continued optimization of marketing automation could be two big ones. However, I believe it’s the increased popularity of smartphones that ultimately points to the overwhelming increase in the value of email marketing. The smartphone offers consumers a constant inbox in the consumer/customer’s pocket. We used to be connected at home and at work. Now we are connected everywhere.

What can we learn from over 5,000 global marketers? For starters, email is not dead. The continued investment in email marketing continues to be an extremely important contributor to the success of any marketing campaign.

Kyle Lacy
Head of Marketing Strategy at OpenView
@kyleplacy

  • Twitter
  • LinkedIn
  • Digg
  • Technorati
  • Facebook
  • del.icio.us
  • StumbleUpon
  • Google Bookmarks
  • email
  • RSS
  • FriendFeed
advertisement

Do You Really Need an Apple Watch?

Friday, March 20th, 2015

On March 9th, Apple announced the newest addition to its product line, the Apple Watch. As expected, the media lost their minds, fawning over every single feature and benefit. Analysts predict the company will sell between 30 and 40 million units in the first 12 months.

I bet they are right. I am certain that a line of Apple fanatics will wrap around local Apple stores, camping out for days to be the first to purchase this new product.

In fact, I’d bet you’re considering buying an Apple watch. It’s OK, don’t be embarrassed, admit it.
But, before you go and plop down a minimum of $349, as a public service, I feel obligated to offer a few observations:

You should be a little offended. In addition to telling the time, the Apple Watch does a whole bunch of other stuff (Instant messaging, listen to music, check the weather, etc.) that is also offered via your iPhone. Apple is convinced that you have become so lazy, that reaching into your pocket is now considered cumbersome. What’s next, a chip implanted in your brain that updates Facebook every time you see a hysterical bumper sticker?

It’s not a Rolex. Personally, I don’t have a ton of really expensive clothes/accessories. However, I completely understand it when an individual wants to look their best and buys a nice watch, jewelry or a tailored suit. If you are this type of person, the Apple Watch is not for you. No matter what style you get (even the $17k gold version), the watch is square, bulky and ugly. It is not a fashion accessory.

Your productivity will go down. This final point will certainly generate debate, but as with most arguments, you will eventually agree with me. The Apple Watch will not help you get more done in less time for two reasons. First, the watch is designed to stay paired with your iPhone and, I can’t believe I find the need to point this out, if you have your iPhone with you why wouldn’t you just use it? Second, research from a lot of really smart people has concluded that constant interruptions significantly reduces your productivity.

Here’s my advice. If you are so in love with everything Apple, then just go and get an Apple or Steve Jobs tattoo on your wrist. It shouldn’t cost more than $100, and you can take it swimming. Most importantly, I promise everyone will “get” your devotion to the brand the instant they see it.

C.J. McClanahan
Reachmore Strategies
317-576-8492
cjm@goreachmore.com

  • Twitter
  • LinkedIn
  • Digg
  • Technorati
  • Facebook
  • del.icio.us
  • StumbleUpon
  • Google Bookmarks
  • email
  • RSS
  • FriendFeed
advertisement