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Digital Marketing E-commerce Website Conversions

Redefining eCommerce Customer Journey

Purchase journeys looked like this linear structure  a while ago: Awareness-Consideration-Purchase.

Consumer journeys are constantly evolving and more so, with the advent of social media, smart phones and innumerable choices.

‘Today, people are no longer following a linear path from awareness to consideration to purchase. They are narrowing and broadening their consideration set in unique and unpredictable moments. People turn to their devices to get immediate answers. And every time they do, they are expressing intent and reshaping the traditional marketing funnel along the way.’

Source: Think Google

What does this mean?

  • Consumer journeys are no longer linear. Consumers don’t just land on an eCommerce brand’s homepage, surf through the products and make a purchase – all in one go!
  • Most purchases happen after a number of touch-points. According to Google sometimes as many as 28 touch points are required to make one purchase.

So what is consumer journey?

Consumer journey is simply, the various stages a customer goes through from discovering/ brand awareness of a brand’s product or service to finally purchasing it.

However, it’s important to map out this journey from initial awareness to consideration to final purchase.

Mapping this journey can help in:

  1. Identifying the key channels and/or touch points that are leading to that purchase
  2. Buying behaviour process. How’s your customer moving from one channel to the other? How are they interacting & engaging with each channel and finally, which channel/s is finally converting best?
  3. Most importantly, identify the gaps in the buying process. Where are your customers dropping off? What are the lost opportunities?

Traditionally, this is how consumers flow through the different stages of buying:

  • Awareness: A customer becomes aware of a brand
  • Consideration: After research, that particular product from a few brands comes into their consideration
  • Purchase: Finally, after weighing options, the customer buys that product

This is how it’s evolving:

Source: Shopify.com

As an eCommerce business owner you’d know that customers see your ad on Google or Facebook, or on Instagram. And after seeing it  a few times, they’d click to your product page, maybe, even add to cart (to abandon it immediately). After a few days of retargeting, they might even make a purchase.

And this customer journey is unique to each customer. Unpredictable, different and challenging for an eCommerce business owner or marketer.

Google indicates that an estimated 85% of shoppers begin the purchasing process on a different device than the one they ultimate use to make the purchase.

Many eCommerce brands struggle to map, understand, analyse and act on this shifting consumer journey.

As an eCommerce brand, it’s important to first of all, get tracking tools such as Google Analytics implemented on your website.

Mapping out eCommerce customer’s journey:

  • Understanding behavior flow

It’s important to understand,  how customers are moving around your eCommerce store. What pages do your visitors visit apart from the homepage. Are they spending too much time on the FAQ pages?  Where are the drop-offs happening?

Google Analytics will help find & track these trends.

  • Understanding where’s the e-Commerce store getting maximum traffic from

Potential customers might be visiting the website from various different traffic sources:  Facebook or Instagram., Google Ads, YouTube or simply organic.

With changing consumer journey, consumers keep going back to different channels to do their research. For example, you run a women’s swimwear brand, and the customer saw your ad on Instagram, and later did a Google search of your brand, on their desktop. And finally, made a purchase after seeing a Facebook ad on their mobile.

So, what does all this mean for an eCommerce brand?

  • It’s important to understand how customers are interacting with your eCommerce store. Where are they coming from, where are they dropping off? What’s making them stick around?

 

  • Providing value at each stage of the funnel is important. Don’t think your job ends after the customer has made that one purchase. Get an understanding of their lifetime value and how you can leverage upon this as a brand. For it’s always cheaper to resell to an existing customer than acquiring a new one!

WANT TO SCALE YOUR eCOMMERCE  BIZ?

Feeling overwhelmed and want to know how you can grow your eCommerce store? Fill up the questionnaire & book a discovery call with us and if we are a right fit, then let’s rock & roll!

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Categories
E-commerce Website Conversions

Boost Conversions Of Your Fashion Or Beauty E-Commerce Store Without Spending A Penny

As an e-Commerce store owner, your biggest objective is to get more sales or conversions. However, you don’t want to spend a gazillion dollars to get those conversions going upwards.

The plunging sales graph and fewer dollars to spend can be stressful as a business owner. However, there are few ways to ascend those sales, without burning a hole in your pocket.

A lot of business owners and marketers think they need to spend tons of money to skyrocket sales. Revamping the website, investing in expensive product shots, investing in online ads, the recommended list and spends only seem to grow.

If as a business owner, you are looking at increasing the conversion rate and don’t have plenty to spend, then follow some of these tips and tricks to get the ball rolling.

Sometimes, it’s all about making a few changes and optimize conversion rate.

  1. Get those product images right

This is the single most and biggest factor for the success of an e-Commerce store. Customers want to SEE what they are getting. That’s why low-resolution, pixelled visuals are a big no-no.

Showcase the products in their full glory.

Images are the key to boosting conversion rates online.

Check out this example from Adidas:

  1. The customer should be able to interact with the product. Therefore, have as many angles as possible
  2. Have the ability to zoom in, scale, rotate and experience the product as if they are holding it in their hand
  3. Use High quality sharp images
  4. Try and have white-space around the product as it gives breathing space

     2. Product Descriptions

As an e-Commerce marketer, I often come across stores that have no product descriptions. Most business owners think they’ll let the images do all the talking.

Product descriptions are a must to improve sales conversions. The idea of having product descriptions is to give information to your customer. This will eventually help them make a decision.

Whether you are selling 100% Egyptian cotton clothes or silk, the customer needs to know.

Product descriptions don’t have to be fancy sales copy. And also avoid lifting them directly from the manufacturers website (as this will compromise your SEO)

Some guidelines to writing product descriptions:

a) Highlight the features and benefits. For example, 100% cotton towels – highly absorbent, durable and comfortable

b)  Use bullet points- this makes information easier to digest

c)  Use your keywords, if possible

d)  Don’t get too technical unless you are selling such products

Join our FREE Facebook group to get tips & tricks on how to boost your online sales in the fashion and beauty industry. Click here to join.

 

     3.  Call-to-action Button

The most annoying thing for a customer is to look for a call-to-action button.

The right colour, the correct placement and a smooth shopping experience can help you optimize conversions.

a. Colour: Most e-Commerce gurus recommend ‘orange’ as the preferred colour. However, with experience, I’ve seen black or any other bright colour do the job as well. Make sure, it’s big and bright to catch someone’s eye in the first 2 seconds of visiting the website. Do a test for this. Try out different colours and share with different sets of people.

b. Placement: Ideally, the call-to-action button should be placed above-the-fold. This ensure the visitors are able to see it immediately

 

  1. Shipping costs= Higher abandoned cart rate

It’s no secret, the number 1 reason for high abandoned cart rate is the shipping cost. The success of a lot of e-Commerce store depends on offering free shipping. Blame it on Amazon for this. This has been a game-changer for most e-Commerce stores.

If you can’t absorb the shipping cost, then have it over a certain value of products bought.

Also be clear and upfront about shipping costs. Don’t give your customers rude shocks about shipping costs at check-out. This will lead to even greater cart abandonment rate.

  1. Follow-up with emails for abandoned carts

Life gets in the way, people get busy, site speeds or shopping costs lead to abandon carts.

If you’re collecting email addresses as part of the checkout process then you don’t have to settle with your current abandonment rates though.

You can reach out your customers via email.

Most companies even offer an additional discount at this stage.

Of course, you can retarget this email list through Facebook or Google Ads.

Some examples of emails targeting abandoned carts can be checked out here at Optinmaster

  1. Trust Badges

Letting your customers know that your e-Commerce store is secure, can really help in increasing conversions.

A customer needs to trust you enough to put in their credit card details.

Make sure you get certified and put in a badge either by McAfee, Geo Trust or similar. This will help boost credibility and trust, especially at checkout stage

  1. Reviews

Social proofing your e-Commerce store greatly helps in building trust and therefore conversions.

Have a review section on each product. Testimonials rom existing customers are a great way to build trust, credibility and eventually conversions

Get some press publicity behind your products. Hint: These really count!

Increasing your e-Commerce store’s conversion rate is always applicable. The industry standard sits between 2-3% depending upon the category. As a business owner, it should be your goal to aim higher than your current conversion rate.

This is not a comprehensive list. It’s just to get you started. What are some ways that you are looking at increasing your store’s conversion rate without costing you the earth, moon and stars?

For more tips on how to scale your fashion or beauty e-Commerce store join our FREE Facebook group

or Request a free audit of your FACEBOOK ADS CAMPAIGN here

 

Categories
Digital Marketing

Top 6 Reasons why your Facebook Ads are not showing results

The frequency with which Facebook has been making changes to its algorithm is equivalent to the number of times two-year old throws tantrums. With the number of advertisers growing daily on the platform the fight for Facebook ‘real estate’ is for real. As a Facebook ads marketer, I get an opportunity to audit many Facebook Ad accounts, every day. Unfortunately, most of the accounts have similar sort of issues. So, if you’ve burnt dollars, running Facebook ads and have come to the conclusion that they don’t really work for you, then you might have made some or all of these mistakes listed below:

i) Facebook Pixel not installed: This one tops the list. So, if you’ve just been boosting a post because Facebook said, ‘spend $7 and reach 26,000 people’. Chances are you are left wondering, why your ads are not working? The probability is your website or landing page, doesn’t have pixel installed or set-up correctly or being exploited to the fullest. Do you need Facebook pixel? Yes! Of course, even if you are not advertising on Facebook immediately.
So, what is Facebook pixel?
It’s a snippet code unique to an ad account. It’s supposed to be placed on the header of every page of a website. The Facebook pixel collects data of the visitors, the pages the visitors are spending time on, the actions they are taking.
This helps in
• Showing your ads to the right audiences
• Build advertising audiences
• Unlock additional Facebook advertising tools
Read more about it here

ii) No strategy: Facebook ads are a long -time investment. If you are just boosting a post or doing couple of ads promoting an event and expect to make millions, then you’ll be disappointed. Facebook ads like most online marketing channels are all about creating brand awareness, engagement, consideration and finally a sale or lead. So, before randomly putting ads together, get that strategy, in place.

Choosing the wrong campaign objective is third in the list: Facebook optimizes a campaign for the objective that is chosen. For instance, if you are after sales or leads then choose Conversion as an objective. If you are after reach, then choose that objective. This is how we choose an ad objective at Digital Street

Think of the end goal and then decide. That’s why getting the strategy right is important. What stage of funnel are you at? What is the goal of that stage? This will help you decide the objective.

iii) Targeting: Facebook gives us the opportunity to choose target audiences based on interests, behaviours and most importantly to target our previous website visitors, email subscribers, people who have engaged with our posts and ads. These are known as custom audiences. There’s more we can also target lookalike audiences. This means people like our target group. Therefore, it’s important for an advertiser to keep testing out audiences and find out the right target group for their business. Audience personas, therefore play a significant role.

iv)  Landing page: There’s no consistency between your ad and landing page. There are a few best landing page practices that Facebook likes us to follow. Ideally, have

a) the visual on the landing page to be same as the visual on your Facebook ad
b) the headline on the landing page to be the same as the headline on your  ad

V) Ecommerce stores U/X experience: We often have clients approaching us to get them overnight sales on an e-commerce store, that has hardly ever had any sales. Facebook ads are not a magic pill. Like any other form of advertising, the consumer needs to engage with the brand and trust it. E-commerce stores also need to have an amazing U/X experience for the consumer. Often the U/X experience is so bad that the end consumer leaves the website without making a purchase. Here are some tips on how to get better conversions through for an e-commerce store.

 

Vi)Retargeting: This is the secret sauce to making Facebook ads work. Have you ever visited a website, wanting to make a purchase but then left- as life got in the way. However, if that website followed you on Facebook, and reminded you to make that purchase, then remember, you are being RETARGETED. People get busy, lazy or whatever, and need to be reminded to ‘come back to complete that order’. About 70 percent sales happen at the retargeting stage. If you are not, retargeting you are leaving money (lots of it) on the table.

Facebook is all about user engagement and rightly so. For if you don’t have users, you don’t have people to advertise to. Beyond everything Facebook gives preference to user engagement- whether it’s the content or ads. The more engaging content we post, the better the user experience, the better the reach!

Wanting to train your team or need support to run those ads, book a call here

 

Categories
Digital Marketing

This Is Why Mindset In Business Is So Famous!

 

2017 has been a tremendous year for me and my business in more ways than one. Am not a millionaire yet. Not even close.

Like most small business owners, I was over-delivering, under-charging. The need to retain clients was far greater than the number of hours I was investing in their businesses. So underpaid and overworked.

So, how has this year been superb for me? In more ways than one.

The biggest achievement for me has been shift in mindset.  Saying goodbye to my limiting self-beliefs. It hasn’t been an easy journey and honestly, am still not there 100 percent. It’s an ongoing process- something I invest time on a daily basis.

It hasn’t been overnight that I decided to charge for what I deserve or say ciao to demanding clients who were paying less.

Here’s how I made it possible for me to charge from peanuts to chocolates:

  1. Money mindset: This has been the big one. As a small business owner, you tend to have the scarcity money mindset. You start equating your lack of finance with the rest of the world. Just because you can’t afford a lot of things in your business, you think so can’t the rest of the world. The realisation- there’s enough and more money for people to spend on my digital marketing services. If they can’t afford my services then they definitely are not my ideal clients.After sacking two low-paying clients this year, I created space for better paying ones.
  2.  Define the target market:  As Marie Forleo says, ‘If you try to be everything to everyone, you’ll be nothing to no one.’ So instead of targeting anyone and everyone who needed digital marketing services, I went back to the drawing board and defined my ideal customer. Today, we provide white-labelled services to digital marketing agencies. Whether they need Facebook ads or Google Adwords or websites, identifying this has been the biggest success for me.
  3. Define business goals: Till you don’t put it down, it’s not there. As soloprenuers, we take each day as it comes- fire-fighting, meeting deadlines. Stating your business goals help you stay organised. A business is all about numbers, by the end of the day. If we want to lose weight, we generally define by saying, ‘I want to lose x kilos by y date.’ And then we work towards it. For the first time in my business I actually created SMART goals and put an action plan to it. Read more here about my 2018 goals.
  4. Getting out of comfort zone:  The realization that there’s so much more on the other side of fear. Getting out of one’s comfort zone is not easy. Identifying the fear factors and trying to get past them almost on a daily basis.
  5. Practising daily gratitude and meditation: While this may sound a bit woo-woo to some, this is critical. A daily gratitude practise, is like breakfast. The way, breakfast is fuel for the body, a daily gratitude ritual is fuel for the mind and soul. As someone who works from home, some days can feel totally horrible with negative thoughts creeping in. A 5-minutes mediation can also do wonders in such situations.

Intention-setting, goal -setting might come easily to many. But if you are like me, then figuring out those tangible goals and working towards them can be quite a task. Figuring out, goals is though just half the battle won, for it’s the action that really matters. In 2018, I intend to take my entrepreneurial journey to the next level by joining  a mastermind. That’s been another learning – to keep learning fast and from the best.

Want to know how we can help you achieve your goals in 2018, contact us.

 

 

 

 

Categories
Digital Marketing

What is Facebook Pixel and why you need one?

I often come across clients or chats in Facebook groups about why they need Facebook pixel. Another thing, that I have noticed with a few client Facebook ad accounts is that the pixel is either not set-up correctly or is not being exploited to its fullest.

Do you need Facebook pixel? Yes! Of course, even if you are not advertising on Facebook immediately.

So, what is Facebook pixel?

It’s a snippet code unique to an ad account. It’s supposed to be placed on the header of every page of a website.

This is how a Facebook pixel looks like:

If you have been boosting posts on Facebook, then perhaps you haven’t installed the Facebook pixel, yet.

So, what magic does Facebook pixel do?

The Facebook pixel collects data of the visitors, the pages the visitors are spending time on, the actions they are taking.

This helps in

  • Showing your ads to the right audiences
  • Build advertising audiences
  • Unlock additional Facebook advertising tools

You can start maximising your Facebook pixel through the following ways:

  1. Standard Events

With the Standard Events you insert a code on specific pages to tell Facebook that a general type of event happened. All these codes are unique to your ad account.

Standard Events include the following:

  • Search
  • View Content
  • Add to Cart
  • Add to Wishlist
  • Initiate Checkout
  • Add Payment Info
  • Purchase
  • Lead
  • Complete Registration

2) Custom Conversion Events

The pixel lets set-up conversion events. What this means is that you can track conversions for -sales or registrations or remarketing just by entering the URL you want to see directly into Ads Manager.

Learn how to set up a custom conversion.

Now how does installing the pixel and creating these ‘standard’ or ‘custom’ events help us with better Facebook advertising:

  1. Website Custom Audiences

Through the pixel we get an opportunity to create something called Website Custom Audiences.

 

This helps you target

  • All of your website visitors during the past 1-180 days
  • People who visited a particular page or pages
  • People who visited a particular page but not others
  • People who visited during the past 180 days, but not lately
  • People who executed certain events X number of times or valued at X dollars
  • People who were within the top 5%, 10% or 25% of most active visitors

 

You can target website visitors for blog posts, purchases. These visitors have already interacted with your website at least once and can now be reached again.

For ecommerce, you can target customers who have abandoned carts and exclude people who have purchased.

Custom audiences help you create a number of strategies that make Facebook advertising effective.

Through custom audiences you can also create- lookalike audiences. These are audiences who are similar to your website visitors/ buyers. This is super useful if you are targeting multiple countries.

2.  Track Conversions:  The Pixel allows you to track results. From the number of clicks to your Facebook ad, the device and platform they’ve used- whether it’s mobile or desktop, the pixel is a gold mine of data. This tracking can help you improve your ads and results.

3. Retargeting: We don’t buy the first time we see an ad. It’s said you need 17 touchpoints with a potential customer to convert. The Pixel data allows you to show targeted ads to people who have visited your site or engaged with your Facebook page event posts and ads.

Get the most out of your Facebook ads and install the Facebook Pixel.

The Facebook pixel can seem quite daunting, especially if you are just starting with Facebook ads. In case, you need support installing Facebook pixel, feel free to contact us.

Categories
Digital Marketing

Top digital trends in 2018

As we step into 2018, there are quite a few digital trends that seem to seamlessly flow from 2017.
With robots stealing our jobs in the near future, Facebook shutting down its AI after rumours of creepy language and Elon Musk launching his mission to Mars, 2017 witnessed huge opportunities and challenges in the digital and tech space.

Let’s take a look at what’s in store in the online landscape in 2018.

Video Marketing: One massive digital trend is the growth of video. Online video, LIVE, video on mobile, this format will get even more popular. Leverage this trend for more followers, leads or just creating awareness for your brand. Storytelling through video results in better engagement 53X.
Even from an SEO standpoint, video on your website will assist in better Google Search rankings.
With social platform giants like Facebook investing big time in video, this format should be latched upon by all businesses- big or small

Mobile Responsive:According to search giant, Google, in the USA, 94% of people with smartphones search for local information on their phones. Interestingly, 77% of mobile searches occur at home or at work, places where desktop computers are likely to be present.  Facebook advertising gives preference to mobile responsive landing pages. As consumers, we skip a website if it doesn’t load fast enough. Mobile responsive simply means that your web page should be mobile friendly on all platforms. Be found on Google and be mobile responsive, is the mantra in 2018.

Automation: The automated assistants- Chatbots send customise messages to customers. This new trend market is  expected to be worth over $3000million by 2021.  Instant replies, customer engagement is fueled by this automated tool.

Be it Facebook messenger, Microsoft’s Xiaolce, chatbots are the latest trend to embrace for your business.

Data and Analytics: Numbers don’t lie. Understanding and analysing data and implementing it in the right strategies is another key trend to look out for. Google has its free Analytics tool and Facebook also introduced it in 2017.

Interpreting data correctly, is important to get best results.

Take advantage of the growing digital space to double, treble even quadruple your revenue in 2018. Right digital marketing  strategies are a must for any business to survive in the age of automation and reputation.

Looking to grow your online business. Contact Us.