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Author: Ian McCaig
Ian leads all product marketing, communications and business operations at Qubit. Before Qubit Ian worked at Google for just under 5 years and in that time gained experience in marketing, product and sales development. Most recently Ian led Google’s business marketing team in the UK, helping customers and agencies understand how to get the most out of Google’s solutions such as Adwords, YouTube, Google Analytics and Google’s suite of insight tools. Previous to that Ian led the monetization of the Google Content Network across EMEA and helped develop the UK & Benelux sales strategy which went on to shape the global thinking about search. Prior to Google Ian worked in the Music Industry and for a leading FMCG company. Ian graduated from Bath University with a degree in Business Management.
Unlocking international or cross-border sales has never been as lucrative as it is today.
Historically, shipping costs, lack of trust and limited information were factors in preventing growth in trade but now cross-border shopping is estimated to be worth $105bn.
While this is a huge growth area for ecommerce businesses, several obstacles still prevent online customers from comfortably venturing outside their borders and buying from international retailers.
Challenges often involve language or currency difficulties, logistics, restrictive local laws, or unclear product information.
However, personalising the shopping experience is one method you can use to increase revenues, allowing you to engage users on their own terms, provide them with the best information and take advantage of local opportunities.
So how do you get started? Read on for five of the best ways to make personalisation part of your international online strategy.
As technology has advanced, so has the online marketer’s ability to shape website utility and brand perceptions.
Product recommendation engines were the first real move away from a one size fits-all website, but it wasn’t until the introduction of A/B testing that ecommerce professionals started to look at personalisation as more than just algorithmic product curation.
Ecommerce is graduating into a new phase of personalisation where customer segmentation capabilities and the ability to serve targeted content in real-time are a viable reality for most online businesses.
The bricks-and-mortar store is no longer the only place the customer can see the personal face of the business as personalisation bridges the gap between the clicks and the bricks.
This guide aims to identify some effective personalisation tactics that ecommerce businesses can implement to improve the customer experience and drive conversions.
With 71% of customers expecting assistance when stuck within five minutes, high rates of abandonment, and a diverse range of platforms from which customers can speak, it has never been more important to listen to the voice of your customer.
Indeed, we have collected nearly 1.5m handwritten nuggets of information from almost 400 sites.
So, what niggles the modern day holiday maker? What prevents them from converting? And, most importantly, what can you do to keep them from journeying away from your site and into the arms of your competitor?
At the beginning of February, I read a great piece in Econsultancy called “Why do online retailers need live chat?” Live chat, combining the ease of e-mails with the immediacy of the phone, is an excellent way of communicating with customers, explained the article.
This is undoubtable. According to BoldChat, 31% of customers in the UK and US say they would be more likely to purchase after a live chat.
Also, a customer service benchmark conducted at eDigital, rated live chat as the best customer service channel at 73% (e-mail was rated at 61% while phone was at the bottom with 44%).
However, I think that just having a constant link to a live chat tool is actually not enough. You need to take it one step further. Optimization, in this, is key.
A/B testing has undoubtedly become the buzzword of the marketing world. It has the potential to transform your marketing approach and fundamentally enhance the way you do business online.
It is the only reliable way of establishing cause and effect. In fact, 75% of the internet retailing top 500 are using an A/B testing platform. While 61% of organisations are planning to bolster testing services in the next 12 months.
And yet: poor A/B testing methodologies are costing online retailers up to $13bn a year in lost revenue.
That’s a really big number. It’s no longer enough to say that you use A/B testing. How you do it is far more important. Here are three A/B testing horror stories.
The cases are anonymous, but the scenarios are very real. Avoiding these traps can help you transform an A/B horror story into the marketing fairytale you always dreamed of.