The best technology should make the complex simple. Whatever platform you use for your e-commerce website, your ad-tech solution must integrate with your existing systems and ways of working.
It has to enhance the performance of your operation rather than hinder it. Key things to look out for will be an ability to improve efficiency as well as boost the performance of your campaigns and impact your ROI. Cost will be another consideration to work through (look for structured pricing in line with business growth), as well as the ability to tailor the functionality to the specific needs of your business.
Your website will serve a variety of functions. The key is to satisfy your customers’ needs keeping them onsite with relevant content and the information they need that will guide them through to purchase.
The selection of products listed on your website will of course play their part, as will your onsite content and FAQs, but sometimes customers need an answer to a very specific question, and they need it quickly.
That’s where the ability to provide live answers comes into its own. Customers appreciate the ability to get answers fast through live chat or chat bots. Specifically 79% prefer it as their main source of communication with brands due to the instant responses it offers.
Opting for live chat, chat bots, or even Facebook’s free tool for Facebook messenger, ticks off your customer service requirement. It also gives you an opportunity to understand more about your users as you’ll discover those problems or queries your customers continue to face.
This gives you added insight which helps you tailor your onsite content strategy.
Always evaluate your customer journeys to look for any gaps or friction that are hindering conversions and understand where any problem areas are on your website.
Conversion rate optimisation (CRO) is extremely valuable for the ongoing success of your business. While you might be testing and tweaking the final stages of the process to reduce abandoned carts, it’s crucial to look at all areas of your site including your product pages.
Look into where your losing sales, which customers are dropping off and why, and test changes on your product pages. These could include the amount of copy, shipping information, how the products are displayed, and the use of video for example.
Keep testing and building up detailed understanding of what impacts your conversions. Then optimise for success.
This will be similar to your abandoned cart email series in that both are designed to convince users to finally take the last step and purchase those products they’ve shown an interest in.
Has a user not checked in on their wish-list for a while? Do you have a specific sale item that’s being placed on a number of wish-lists? Will it sell out soon?
Send an email to let your customers know. Tying this in with your approach to Retargeting will also ensure you stay at the forefront of your consumers’ minds.
When your digital advertising campaigns are up and running, it’s important to have the confidence to change things up and tweak as you go to ensure you achieve maximum performance.
Setting your stall out at the beginning of a campaign is necessary, but it doesn’t stop there. You need to play around with changes to messaging, product offers, targeting or timing of deals that will improve performance and increase your ROI. Having real-time data and insights through advanced insights reporting is crucial to your ability to do this.
To learn more about how Fluid Ads can improve advertising performance for your e-commerce business, get in touch with us today. Make sure you look out for next week’s five essential tips.
Business objectives will always be central to any advertising strategy. As a marketer, you’ll need to understand what the business is trying to achieve, what growth targets are in place, and what success looks like.
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