Since the very first emergence of an add-to-basket logo, brands and publishers have been evolving their product content to create a more inspirational offering, one that can lead smoothly to a transaction.
However, the road from inspiration to transaction has often been a bumpy one.
Though the introduction of new engagement metrics is exciting, focusing on foundation metrics (available to retailers for years) still make big a impact on conversion rates.
One such series of foundation metrics is the analysis of site search, understanding what people are typing into your websites search box and their behaviour afterwards.
Every digital marketer knows that failure to motivate people to take action hurts your conversion rate and costs you money.
What you may not know is that influencing motivation involves more than just a good product description or use of techniques like social proof.
Reading this post will give you a new perspective on how to influence motivation throughout your conversion funnel. You will also discover some new ideas which you can test on your own website to boost conversions.
SearchMetrics recently released a study into the changes in Google’s Universal Search results over the last year.
Universal Search is the way Google “blends” image, video, news, maps and shopping search results into the normal search results.
In this post, I'll outline the ever increasing case for optimising video.
Once again we round up six of the best stats-packed digital marketing infographics we've seen this week.
The topics include mobile optimisation, how social shares boost email, bad customer service, and how colours affect conversions...
We’re six weeks or so into the migration of retailers’ product listings on Google to the new Google Shopping.
Retailers now have to pay for Product Listing Ads (PLAs) to appear in Google’s Shopping section (they appear either on the right hand side of the page, or just below the ads, above the natural results).
As before, these ads are linked to the retailer’s product feed on its website.
A/B/n and multivariate testing is one of the most important CRO (conversion rate optimisation) activities for continually improving your website, and yet for some it can be difficult to get started with.
In this post I’ll share three frequently asked questions we hear time and time again from our clients when just starting out with A/B and multivariate testing.
Showrooming, whether retailers like it or not, is here to stay. In fact, as smartphone usage grows, it's only going to increase.
Naturally, as retailers see the threat of people using their mobiles to compare prices and buy elsewhere, they are concerned about this trend.
But what can they do about it?
Here are a few suggestions for tactics that offline and multichannel retailers can use...
When I moved to the UK in 2007, aside from acclimatising myself to a new city, culture and a host of new accents, I found myself having to adjust to being regularly mistaken for an American.
At first, it bothered me but as with most things though, you adapt. But it bothered me because, despite all our apparent similarities, Canadians and Americans are very different.
These differences can be translated to today’s online world, where it’s important for businesses to recognise that countries or cultures interact with websites differently and should therefore be treated with a bespoke experience.
In the realm of conversion optimisation, there are a number of best practices that can be considered.
It’s “divide and conquer” when it comes to email lists. Your analytics team is charged with putting your customers into their respective buckets.
Then it’s the job of the marketing and creative teams to come up with relevant messaging targeted to each segment.
Marketers are familiar with the traditional types of segmentation, such as gender, age, location and engagement.
These types of segmentation pay (literally), however, it can be even more rewarding to dig a little deeper into your list and find the correct segmentation for the job.
Following are five less-common methods of segmenting your list.