In today’s online environment, the possibilities for ecommerce are endless. But with so many tools and technologies out there, how do you know which ones are going to drive growth for your brand? We’re sharing our key takeouts from Bali’s first Ecommerce Growth Masterclass, with pro tips and tricks from industry leaders to help increase revenue for your ecommerce storefront.
Meet Customers Where They Are With a Mobile-First Mindset – Wesley Rodricks, The Working Party
When it comes to website design, we expect our customers to fit into a hole that we’ve created in a desktop environment, but on a mobile device. This is what’s known as responsive website design, which starts on the desktop and scales down to the smallest screen. However, with a majority of Internet traffic now coming from mobile phones, many brands would benefit from adopting a mobile-first approach to website design. This means prototyping and wireframing for a mobile device from the get-go.
A mobile-first mindset ensures we’re thinking about our user and making the experience about them, while enhancing usability for customers who are on the go, which can ultimately see conversion rates and sales increase for your online store. So, what do users want from a mobile ecommerce experience?
Dynamic Customers Need Dynamic Content
People are hyper-exposed to content all the time. You should assume they’ve seen products like yours before, because they probably have! This means you need to go further than just selling a product, you need to create customer affinity. One way to do this is by prioritising dynamic, visual content with interactive imagery, product videos and an immersive overall experience. A brand that builds affinity effectively is Australian shoe company Allbirds, which uses lifestyle imagery, compelling product information and key features and benefits to visualise what the product is about.
Use Analytics to Inform How Your Mobile Website is Performing
Google Analytics is a phenomenal tool to understand what’s going on across your website and where you might need to improve. But the trick is, you need to drill down and get granular. For example, set ‘Mobile Traffic’ as a segment and compare this to ‘All Users’ to determine what proportion of your user base are on mobile. You can also see their average order value and page engagement metrics, which can show you key differences in checkout and exploratory behaviour across devices. If mobile user behaviours are below average, you need to identify pain points and work on improving these.
Make it Easy and Secure to Check Out
How many times have you been scrolling through your phone on the couch and wanted to buy something, but you have to get up and walk over to your bag to get your wallet out? Remove these friction points and make it simple to purchase on your website. You can do this using Shopify payments, Apple Pay, Google Pay, Digital Wallets, PayPal or AfterPay – anything to prevent people from needing to get out their wallets to complete a purchase.
Make Sure Your Products are Where People are Searching
Over 50% of product searches are happening on Amazon, while only 28% are on Google. Think about marketplaces as a discovery channel and offer something on your website that these marketplaces don’t (e.g. free shipping on your first product purchase). Publish a product on Amazon but price it higher than on your site. That way, Amazon customers see positive reviews for the product, then they can check it out on your website, see that it’s cheaper and buy direct!
Inspire Discovery with Instagram Shopping – Namrata Kohli, Instagram and Max Pijittum, Facebook
There are 1 billion monthly active users on Instagram who use images to connect with people around them. It’s a personal space where people are looking to discover new things, which means it represents a huge organic opportunity to acquire new customers and brand loyalists. Enter: Instagram Shopping.
Instagram wants to make it easier for people to engage directly with brands, find the information they need and check out faster. They’re making it easier for merchants to create content and tag products by adding a product sticker in Stories and have created the option to save posts in a Shopping Collection, so users can easily revisit the products later and check out when they want. This saves having to save a product as a bookmark, sending links to friends and other old-fashioned, clunky methods!
Bring Your Brand to the Conversation
Each month, 129 million accounts are tapping to reveal product tags in shopping posts. If you want to get people to engage with you, you need to grab their attention with inspiring content and make sure you’re interacting with them. Tell a story with your products by illustrating them in an aspirational lifestyle setting. You can create carousels with photoshoots, lifestyle videos, or basically any content you want – and you can tag products in videos too!
Think about how you can drive anticipation by posting teasers for new products or upcoming launches to increase demand for new product launches. Style guides and ‘How To’ posts are a great way to build confidence in your products and build an ongoing relationship with your potential customers by providing value beyond just the product. You could even use creative content to showcase your brand values – H&M did a great job of this with their ‘Proud to be Fake’ ads, referring to their refusal to use real fur.
Drive Revenue with Customer Reviews – Matt Garven, Okendo
Did you know that having five reviews for your product can quadruple your conversion rate? With 95% of shoppers reading online reviews before purchasing, displaying reviews on your site is an effective way to enhance the authenticity of your brand, build trust with your customers and drive revenue. Even having negative reviews can have positive effects, as they allow you to re-engage the customer, resolve the problem, identify pain points and make your ratings appear more authentic.
Okendo is a tool that you can integrate into your Shopify store, which allows you to showcase reviews throughout the customer journey and compel buying action. It also has an integration with Google Analytics, so you can see how users are interacting with reviews and measure their impact. Predictably, users who interact with a photo or video review tend to convert at a higher rate and spend more time on site compared to those who interact with text only reviews.
Okendo’s Matt Garven suggests incentivising people to complete a review by offering a coupon and tiering these based on the quality of the review. For example, offer 10% off if you leave a review or 15% off if you include a photo with your review. This encourages repeat purchases and increases conversions, while gaining you more reviews!
Convert Visitors into Customers and Grow Customer Lifetime Value with Email Automation – Jason Anderson, Andzen
Speaking to your audience in the right place, at the right time, with the right content is crucial if you want to increase your customer conversions. Email automation allows you to use customer journey stages and behaviours to trigger campaigns to give people the right information at the right time and push them further down the purchasing funnel. This enables you to market to the individual at the right time for them, rather than the mass marketing approach of traditional advertising. So, what’s the best way to do this for your brand?
— Emily Forrest (@forrest_effect) May 9, 2019
Build Your Database
The first and arguably most important stage of automation is onboarding. If you’re a new business, you need to put a lot of time and emphasis into building up your email database. You should share your story with customers, giving them an idea of who your brand is, what your product is and why they should choose to hear from you again. You can do this using a simple website form, or better yet use pop-ups or floating headers to capture people into your database (these can be frustrating, but the data shows that they work!).
Give Visitors an Extra Push
Abandoned Cart or Browse Abandonment emails are great for driving conversions and will almost certainly be your highest returning email series. These people have already shown purchase intent and might just need that extra push to actually complete the purchase.
Make sure to test and play around to see what works best for you. For example, you can ladder your discounts by starting with a 10% discount, then if this doesn’t work you can climb to 15%. If people have previously browsed your website, you can show them products they’ve shown interest in, as well as complementary or similar products to encourage them to purchase. You could also use these emails to alert people when a product is low on sizes or is about to be discontinued to create a sense of urgency and push them to check out.
Keep the Customer Engaged
Once you’ve converted your visitor into a customer, there are a range of email flows you can use to keep that customer engaged with your brand and encourage ongoing purchase behaviour. Post Purchase emails are great for asking for reviews, prompting people to produce user generated content or incentivising repeat purchases via an offer. It’s important to get in touch with people when they’re most in love with the product and most excited, so be sure to understand these timings for your different products and customers. If you time these emails correctly, you can hit them when they’re ready to make another purchase, which will result in better overall conversion rates and ultimately more revenue.
Win Back emails can be used for people who have made a purchase in the past and have since gone stagnant. These should be inspirational and aspirational – try to tell a story through multiple touch points (i.e. don’t limit this to one email) and encourage a repeat purchase.
Nurture Emails reward existing customers by celebrating milestones between them and your brand (e.g. when they spend a certain amount or tier up in your loyalty program). Make these emails personal by dynamically inserting the customer’s name and ensure the reward is worthwhile.