conversion optimisation

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).

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.

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.

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.

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.

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.

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.

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.