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Online shopping has become so much more than simply a place to buy.
Ecommerce websites are now places to curate brands and promote customer interaction and editorial content is a key tool to ensure consistent engagement for continued sales and results.
Here’s an overview of how you can use content to help increase conversion rates.
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.
Predictive analytics has been around for a while, as has machine learning, but it's only now with the profusion of cloud-based software in marketing that this form of data analysis has started to take off.
AgilOne is a US company, launched 2012, now branching into the UK, that provides predictive analytics software. I spoke to CMO Dominique Levin to find out more about this technology.
Is it powerful enough to make one-to-one marketing a possibility and not a fallacy?
There is a fight brewing in the conversion rate optimisation (CRO) world. There are two main camps and there’s a whole lot of money at stake.
In the blue corner, we have split testing (AKA a/b or multivariate testing). Split testing has been continually growing in notoriety in digital marketing.
It has firmly proven itself to be highly effective at improving conversion rates and increasing average order values, driving often staggering increases in website revenue.
In the red corner, we have something of a newcomer: website personalisation. This is certainly a buzzword right now and, for the most part, deserves the hype it’s attracting. Companies that are getting personalisation right are offering superior web experiences to visitors and boosting conversion rates.
Great news, you might think: two practices that can deliver impressive and long-lasting conversion increases for your website. So, which do you put your money on?
How many box openings does it take to create a box that is a consummate joy to open?
While this sounds like a daunting brain teaser, Apple answers it concretely through usability testing.
Only a select few of Apple’s packaging designers have the mundane privilege of opening hundreds of prototype boxes in a secretive packaging room at their headquarters.
This probably doesn’t surprise you, if you bought an Apple product in the past decade.
Opening the box to your first iPad or MacBook Air might have been an indelible, memorable experience, one in which you couldn’t contain your excitement and surprise as you unraveled the packaging, piece-by-piece.
If your experience was similar to mine, opening the Apple package was probably so delightful that you may have ironically struggled with the idea of parting ways with the box!
You’re one in a million. But hopefully your conversion rates will be higher than that this Valentine’s day.
There’s nothing like the feeling of love in the air that gets people wanting to be extravagant with declarations of their love.
But how do you go about providing the best experience for your Valentine’s customers to drive conversions, fast?
Here are my top tips for helping people in a loving mood get the most out of your site.
As marketers, we are all becoming more familiar with personalization as we recognize the need to tailor digital experiences to individual users. Only we are doing it all wrong. OK, partly wrong.
In this blog post, I explore the concept of 'true personalization:' tailoring the digital experience to the kind of relationship someone wants with your organization.
Rather than just customizing a digital experience according to what someone has clicked on, true personalization posits that the type of content someone consumes is far more important to building long-lasting and deep relationships.
Tapping the Google Play Store icon on my phone earlier this week I was faced with a horrifying sight. Sat staring at me in the ‘Recommended for You’ section was the official Tottenham Hotspur app.
It’s lucky Google isn’t in charge of selecting my Christmas presents. As a man sporting a (tasteful-ish) Arsenal tattoo, I’m on the verge of suing for slander.
The personalisation of the web has taken great strides, with big data helping to draw detailed pictures of who you are based on where you’ve been, but how do companies find the right balance between trying to deliver based on what they know, and what they assume?
It was a great year for ecommerce and all signs point to an even bigger, even better year come January 1. What’s on the docket? Plenty.
Building on the success of the last 12 months, 2014 will likely signal a comprehensive integration of mobile with traditional brick-and-mortar along with a boom in gamification, personalization and more comprehensive and accessible methods to test and track.
It’s time to raise a glass to what’s going to be a game-changing year.
I’ve never been one to submit to catchphrases. The business world and, by extension the marketing world, is full of them.
“Net-net, at the end of the day, we are living with a new normal of big data.” Just typing these words gives me the shivers. But these phrases emerge, typically, around meaningful trends.
For the past three years the dialogue about content marketing has gone from a whisper to a roar. And the expression 'content strategy' is now popular discussion.
On many occasions I’ve heard pundits declare that 'Content is King'. Most pundits have a vested interest so I understand the tendency toward hyperbole. But I want to make one thing clear. I disagree.
Content is not king. It is not a strategy. Content is a means to an end, a tactic. A very, very important tactic. But a business’s objective is not to create content but rather create enterprise value.
Content marketing adds to enterprise value by sustaining a measure of relevancy with people who engage with it in order to sell more products and services for the first time and over time.
Relevance is the goal.
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:
Online personalization has been blighted by the stigma that it’s something we’d all love to achieve but it’s out of the reach for the middle market.
In fact, a recent Econsultancy survey that found that 94% of companies sampled agreed personalization “is critical to current and future success” but they didn’t know where to start or how to approach it.
But the tables are turning and this is all about to change. Companies that have started to use new and accessible personalization technologies have seen up to a 300% increase in conversions.
Unlike traditional 'top of the funnel' personalization models which rely on past behaviour data to personalize the online and email marketing experience, new cloud-based technologies use real-time behaviour analytics to adapt content and engage users whilst they’re on-site.
This means the messages and communication can change depending on if the user is at lead or at the referral stage.