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.
The lack of guidelines or general wisdom as to which retailers should actually have a mobile app and which shouldn’t can be confusing.
In this post I’m going to start writing those guidelines myself, if you’ll stick with me.
There is definitely a burgeoning anti-app movement, fuelled in part by the move to adaptive or responsive websites. On top of this, the growth in app downloads is in sharp decline and we seem to be reaching market maturation for apps, in those countries that have highest smartphone adoption.
But what should retailers do? Should some still be entertaining the idea of a new app? There are certainly some great success stories out there.
Some feel that the consumer has no interest in using many different retail apps, whereas others think the goal of consolidation is often unrealistic, with consumers happier using a range of options.
Where should apps lie in a priority list of ecommerce to-dos? Which apps are succeeding and which aren’t? How do customer base, product range, internationalisation and other factors affect the decision whether to build an app?
Well, these are the questions I’ve been attempting to answer. Read on to see what I dug up. If you make it to the end of my investigation, you’ll find my own criteria for apps in retail.
The average man finds buying jewellery daunting. I am an average man.
By the way, this article is subtitled my ‘my poor customer experience’ or ‘less than luxury email’ or perhaps ‘why aren’t luxury retailers all over this stuff?’
I was trying to buy some jewellery for my girlfriend and because I was nervous about it, I first contacted Tiffany by email.
The reason I did this was also because the ring was out of stock on their website in the size I was after.
This started a chain of annoyances that I thought I should share, and other sites can learn from.
As we're fast approaching the end of the year it's time to round up some of the most interesting stats from Econsultancy's Q4 reports.
In the past few months we've published surveys on customer experience, mobile marketing, and conversion rate optimisation, as well as best practice reports on marketing automation and digital transformation.
To find out more tasty insights from our 2013 reports, check out my round ups of stats from Q1, Q2 and Q3.
And to really indulge yourself in a statistical feast, download our Internet Statistics Compendium...
Christmas shopping can be a painful experience, particularly when you find yourself in a busy shopping centre on a Saturday afternoon facing huge crowds and massive queues.
So it probably comes as no surprise to hear that levels of satisfaction with online shopping improve slightly during the festive season, while the opposite is true for the in-store experience.
A survey by eDigitalResearch found that a quarter (25%) of shoppers feel that online shopping experiences improve at Christmas, while 42% of respondents stated that their overall in-store experience deteriorated at this time of year.
Improved satisfaction is mainly down to the lack of queues (53%), but price (51%) and the range of products available online (51%) are also seen as key benefits of ecommerce.
Supermarket giant Tesco was recently the victim of a viral blog that highlighted the laughably poor standards of cleanliness and service on offer at one of its London stores.
The Tumblr entitled ‘The very worst Tesco’ includes images from the Haggerston store in east London that show empty shelves, piles of boxes blocking aisles and a video of an alarm going off throughout the night.
Tesco chairman Sir Richard Broadbent said in an interview with The Sunday Times that his company had taken action to clean up the store in reaction to the Tumblr and that it was vital for the retailer to provide an excellent in-store experience for customers.
Fully integrating channels in a customer marketing program or campaign is not easy.
In fact, the recent Econsultancy/ CACI Integrated Customer Experience report showed that despite 90% of companies wanting to integrate across channel, only 20% actually have a well-developed strategy.
Even when there is a strategy, implementing it is a process laden with obstacles. The most common problem for businesses is the complexity of a customer's interaction across multiple channels, departments and systems.
Related to this issue is the fact that multiple departments need to be aligned on planning and change activities required. This cross-departmental responsibility creates resource allocation and control issues.
Geographical personalisation is the latest tool to help website owners identify and serve truly personalised online shopping experiences to customers based on precise location.
Here are our top tips for online marketers looking to boost conversion rates with geo-personalisation:
Here are some of the most interesting digital marketing statistics we've seen this week.
Statistics include US mobile search spend, the improving ROI of Facebook ads, customer experience, mobile video and social referrals.
For more digital marketing stats, check out our Internet Statistics Compendium.
Econsultancy’s Modern Marketing Manifesto states that customer experience “must be the relentless focus of modern marketing".
However, new research published this week by Econsultancy and CACI has found that the majority of companies (58%) only have an embryonic customer experience strategy.
Our Integrated Customer Experience report, produced in association with CACI,found that organisations are facing their biggest challenges around data, systems and processes.
This report is based on a global survey of nearly 900 companies and agencies from Econsultancy's user base, carried out in June and July 2013.
Here are some highlights...