Once your customer gets to the purchase stage, a good ecommerce checkout experience could make or break the sale. Here’s how to make sure yours is the former – complete with some great examples from online retailers.
Amongst the Econsultancy blog team, we certainly have our favourite companies as far as digital ambition and execution are concerned.
Times are changing. The C-Suite has to acknowledge that savvier investment needs to be made to ensure the online experience is a knockout.
There are some things in life that can’t be changed. You can’t change your blood relations but that doesn’t mean you’re stuck with them.
These days we have fewer guest posters on the Econsultancy blog, but those that remain still bring us a fresh perspective on the industry.
Here we’ve picked out the top 10 guest posts of 2015 (by page views) for your delectation.
Thanks to all our contributors.
There’s a mantra that all email marketers should chant.
In shortened form (my favourite), it’s simply ‘Who cares?’. The longer form is ‘What does this email do for my customer?’
You see, metrics such as click-to-open rate can mislead marketers – it’s not simply a game of shepherding the reader on to your website. A/B testing can only tell you so much.
Some retailers are making basic errors preparing their landing pages for Black Friday.
As we’ve discussed previously, retailers need a year-round Black Friday landing page to ensure that they achieve decent search rankings and keep their audience informed.
Granted, Black Friday only truly hit the British consciousness during 2014’s elbow-fest, but some websites have missing pages or redirects where their Black Friday landing pages once were.
Delivering a brilliant customer experience is all about balancing genuine emotions with the right tools. It’s not enough to use technology to deliver a personalised experience on a website, brand’s have to create and measure its emotional impact across every channel to help build relationships and stand out from the competition. At the Festival of […]
Often I find myself perusing the internet looking at how people are playing this game of ecommerce.
It’s an essential part of my role in trying to improve our own website, by learning how others are doing it.
For me there is one standout winner of ecommerce websites, and that is AO.com.
Which ecommerce sites are setting an example that others can learn from?
As part of our series of 2014 round ups, I’ve asked some ecommerce professionals for their suggestions…
We like agile marketing here at Econsultancy. It’s a sign that an organisation has the right setup, as it can react quickly and take advantage of situations.
It’s also often very clever and / or amusing.
Here’s another example from Black Friday. Seeing that rivals’ sites were suffering under unexpected levels of traffic, AO.com saw an opportunity.
Just be a human. It’s fairly easy to do. You are one after all.
This is a follow-up to my previous article five evocative examples of ecommerce copywriting where I highlighted how Onefinestay, Firebox, Norman Records, Firebox, Mr Porter and BrewDog use different writing styles in order to achieve similar goals.
The gains from creating quality copy for your ecommerce site are huge and widely varied: it can make your brand more trustworthy and foster a deeper sense of loyalty. Inventive, engaging or witty copy will entertain your customers and encourage them to stick around. The creation of original copy can also create a deeper job satisfaction because your writers will have more creative freedom.
This is before we’ve even got to the possible improvements in conversion rates.
How can all of this be achieved? Take a look at some of the examples below for inspiration and always remember the opening mantra.
The number one cause of cart abandonment is hidden delivery costs at the checkout.
A study conducted in 2013 by eDigitalResearch and IMRG, found that 77% of online shoppers have abandoned their basket in the past year, with 53% citing unacceptably high delivery costs as the main reason for bailing.