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Posts tagged with Conversion Optimisation

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Was 2013 the year of conversion optimization?

Twelve months on from writing “Will 2013 be the year of conversion rate optimization?” I’d like to follow up and share some answers and stories from what we saw in 2013.

One thing is clear, last year was absolutely the most progressive we have experienced, with a continued trend towards brands embracing a data driven, on-going optimization strategy.

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Greeks in plaid: the art of digital marketing persuasion

The techniques of content or the bigger genre of online marketing are not new, they’re just digitized. If you start looking seriously for the origins of digital marketing, you'll ultimately land in 300BCE.

At its heart, digital marketing is persuasion. And if we’re talking about the basics of how to persuade, we should start with Aristotle.

Aristotle, the Greek philosopher and father of rhetoric, set the gold standard for persuasion. All digital marketing is a shadowy form (Hahaha! Philosophy joke. Anybody?) of his original tenets.

You could say that the basic principles of digital marketing are just ancient Greek wisdom dressed up in plaid (that’s what we digital marketers stereotypically wear in the States, at least).

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The ecommerce treasure hunt: how to breathe serendipity into your site

Conversion optimisation is great, but to some extent it works on the premise that customers know what they’re looking for. Ok, checkouts, calls to action, merchandising should always be finessed, but optimisation is a means of squeezing more from specific intent.

But what if moving the customer towards the magpie psyche is the future of selling online?

A new ecommerce model is emerging and it works on the premise that customers can be encouraged to ‘bag at will’. All retailers need to do is surface rarer, quality products that are socially proven and most importantly look great.

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Andy Murray

What can retailers do to reduce returns rates?

I was recently involved in an online discussion (ecomchat) which started when the question was asked "how important is delivery, shipping & returns for retailers?".

I responded with a home truth based on all the 100's of hours of user research that we have conducted/are continually conducting for multichannel retailers. 

When a user/consumer has a choice of retailer from which to buy the product they are looking for, after price then it is almost always delivery options, delivery costs and then the returns proposition that are the three most important factors which influence buyer behaviour.

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How to optimise your order confirmation screen for extra sales and sharing

For most retailers the moment a customer makes a purchase is the time to relax and reflect on a job well done, however this is potentially missing one last opportunity for promoting repeat purchases and social sharing.

A new report from Owned It looks at the steps brands are taking to optimise their order confirmation pages, with Amazon and M&S apparently making the most of the opportunity to encourage further sales and engagement.

But what are these retailers doing right and what steps can businesses take to optimise their order confirmation pages?

Amazon achieved a high score thanks to its social sharing buttons, a discount voucher incentivising a repeat purchase, and the brevity of its confirmation page.

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Budget and lack of resources are biggest barriers to optimization: report

The perennial business problems of budget and resource availability are the main barriers to adopting or improving testing processes, according to a new survey by Adobe.

Just under half of respondents said that budget (45%) and lack of resources (42%) were “very challenging” problems when it came to testing, while “knowing how to test effectively” is the third most challenging area (37%).

But these results are unsurprising when compared with the report’s broader findings.

The data shows that a majority of companies (53%) spend less than 5% of their total marketing budgets on optimization activities, while a further 49% of respondents stated that testing is not a priority at their company.

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45% of businesses still don't have a mobile site or app: report

Despite the massive growth in mobile traffic over the past two years almost half (45%) of businesses still don’t have a mobile-optimized site or app, according to a new report from Adobe.

Only 7% have built mobile apps and around a fifth (21%) have implemented both a mobile-optimized site and a mobile app.

There is no one-size-fits-all strategy for mobile and organizations need to devise their approach based on their business needs, but even so it’s surprising that so many are still relying solely on a desktop site.

The Adobe 2013 Digital Marketing Optimization Survey, with analysis carried out by Econsultancy, received global responses from more than 1,800 digital marketers across North America, Europe and Asia.

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Most companies spend less than 5% of marketing budgets on conversion optimization

A majority of companies (53%) spend less than 5% of their total marketing budgets on optimization activities, despite the fact that a small uplift in conversion rates can translate into millions of dollars of extra revenue.

The findings come from a new survey by Adobe which also found that companies spending more on optimization are reaping the benefits.

The Adobe 2013 Digital Marketing Optimization Survey, with analysis carried out by Econsultancy, received global responses from more than 1,800 digital marketers across North America, Europe and Asia.

It explores the key areas in which digital marketers need to excel to ensure success, including mobile, social, personalisation and customer experience.

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The history of personalisation

Personalisation in retail is often seen as the latest development in online marketing but the practice itself is as old as the concept of retail.  

From the time of the earliest shopkeepers, good retailers would recognise their customer and tailor their pitch according to what they knew about them. 

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Q&A: Boris Grinkot on achieving conversion rate optimization [report]

Marketers continually search for benchmark studies that confirm that they're acheiving acceptable conversion rates, but this approach won't help them reach maximum conversion from traffic they're driving to their site. Instead of living in the bubble of "but we're better than our competitiors," they need to establish their own conversion maximization priorities and push for their own standards.

We had a chance to speak to Boris Grinkot, one of our Digital Vision winners and the author of our newest report, Conversion Maximization - The Essential Workflow, to gain insights into marketers' missteps and the course corrections that could improve their approach toward conversion maximization. This practical report explores key issues and opportunities around the important process of improving conversion rates and how to avoid common misconceptions.

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The male brain - potentially

Eight online shopping behaviour traits of men

Like Johnny Depp was once quoted as saying, I’m fascinated by human behaviour, by what’s underneath the surface, by the words inside people.

By spending considerable time with people using different websites in both their natural and controlled research environments, I’m able to cater for this satisfaction.

As a follow up to my nine women x nine hours = nine usability insights article, I am sharing some of the most prevalent behavioural traits of men when shopping online.

There will always be some differences and many of these have been observed with female consumers, but this list is very much up-to-date and representative of the male population.

If men are part of your target audience, which of the behaviours traits are you triggering or avoiding to persuade them to buy from you?

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Booking.com persuasive design elements

Booking.com: improving conversion with best practice persuasive design

Persuasive design is something that has been around for many many years, not least in the way high street stores and supermarkets lay out their stores to encourage and entice customers to buy as they arrive and walk around.

In the online world, PET (persuasion, emotion, trust) is an approach that was pioneered by Human Factors International, and alongside usability and user experience, designing with persuasion in mind is an extremely powerful approach to positively impact on conversion rates.

In my experience, one site which has persuasion rooted in its design, content and layout is Booking.com.  

In this article I provide a breakdown of some of the key persuasive elements that booking.com deliver.

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