Who would object to gathering hard data on exactly how customers move through your site, what happens on specific visits, and what unseen speed bumps and sticking points are hurting sales?
The reality is, if you provide a really stellar online experience, they will want to come back, again and again. Which makes the overall job simpler, and clearer.
Brands that regard their websites as a primary revenue source have three distinct priorities: give customers an optimal experience, create loyalty and convert potentially passive browsers into active buyers.
It’s not a coincidence that experience and loyalty precede sales in this short priority list; the relationship between exceptional customer experiences and revenue growth is fairly direct. The better your website speaks to your visitors, the more loyal they will become and the more sales you will generate.
The good news is that customers can (and should) be very active in the optimization process. Through their clicks, page views, bounces, reviews and purchases, our online customers are offering us helpful feedback about their online experiences, in real time.
So what can you do with all this data?
Using A/B and multivariate testing to discover your problem areas is a great first step. In fact, if you’re running an ecommerce site without testing in place, you’re probably losing valuable conversions and dollars as you read this.
No matter where you begin, whether it’s with shopping cart funnels, homepage bounce rates, search or call-to-actions, testing different variations of elements encountered along the path to purchase — and deciding which ones produce the highest conversions — will begin... Read more
I recently read about Didit's Blizzard tool on retargeting. Nice job. It is a low hanging opportunity to tie online search to remarketing. But it's only a first step, and why stop there? Why not integrate all the touchpoints that drive a consumer through the purchase process?.
Ted Shergalis, our co-founder and chief strategy officer, has written before about Ed See's theory that the traditional purchase funnel has become a continuous cycle (most recently in Online Media Daily), with search at its center. The theory posits that a consumer does not just wake up and want to search for a product; rather a stimulus drives one to search. And that's where we need to start as marketers.
Of course, many marketing tactics help create demand, and many of these are offline. When it comes to online, audience-based display advertising is a very useful tool. Audience-based display refers to the approach of buying specific audience characteristics, regardless of the sites on which that audience is reached. The advantage of this approach is two-fold: Extremely high composition against the target demo (low waste) and efficient pricing. In addition, a skilled and technology-enabled buyer can achieve these benefits without compromising reach.
So audience based-targeting... Read more