All posts by Nadav Dakner

7 Ways to Turn Instagram Into an Ecommerce Purchasing Powerhouse

cup of joes coffee mug

Instagram and ecommerce are logical bedfellows. The brand-audience engagement rates here outperform all of the mainstream social channels, while the visual elegance of Instagram posts are perfect for showcasing people enjoying beautiful products in the wild. It’s lifestyle marketing but without the phoniness of high-concept production shoots – just compelling, evocative imagery wrapped up in authentic social proof. What else could an ecommerce marketer ask for? Image Source So when it comes to branding and engagement, ecommerce marketers have it great on Instagram. Providing audience members with seamless opportunities to make purchases, however, is another story. Researchers have estimated that…

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9 Surprisingly Affordable Enterprise-Grade Marketing Tech Tools for Small to Medium Businesses

enterprise grade marketing tools

If you’re managing a small business, odds are, you’re going it alone. I don’t mean you’re isolated or cut off. That isn’t a dig at your interpersonal skills. What I mean is, you’re probably a one-person marketing department. After all, that’s why you’re here: to hone your chops. At first glance, this makes a lot of sense. No one knows your business like you do, and consultants — especially top-tier consultants — demand retainers to the tune of several thousands of dollars per month, which you simply can’t afford. The problem is that marketing for startups and other SMBs isn’t…

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Reclaim Your Social Media ROI in the Age of Algorithm Supremacy with These 6 Tools

Facebook was first. Then came Instagram and Twitter. Now even Snapchat may jump on the algorithmic news feed bandwagon. The feeds on these platforms are no longer showing us every post by everyone we follow. Instead, they’re showing us only the posts we’re most likely to engage with, or at least those that the algorithms have determined we’ll find most appealing. The logic here is that there are simply too many posts constantly going up for people to review them all. The product people at the top social networks believe users are expected to interact with too much content on…

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Reclaim Your Social Media ROI in the Age of Algorithm Supremacy with These 6 Tools

How to Monetize Your Non-Ecommerce Website Without Being A Spam Lord

At the risk of stating the obvious, nobody likes spam. In fact, the Internet’s collective hatred of all things spam has given birth what Wired recently called “a veritable cottage industry of ad blockers.” If you’re trying to make money online … that’s not exactly good news. In fact, global ad blocking is estimated to cost online publishers nearly $41.48 billion this year alone. And that’s not even the worst of it: display ads that do make it through blocking software now earn an average click-through rate of just 0.19%. These stark realities are especially painful for non-ecommerce websites whose…

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How to Monetize Your Non-Ecommerce Website Without Being A Spam Lord

7 Psychological Triggers for Mind-Blowing Conversions, Sales and Growth

The world of online selling is drowning in data. From analytics dashboards to visualizations tools to A/B testing suites to automated marketing solutions, just keeping your head above the big-data waters can be overwhelming. Sadly, even with this flood of computer generated insights, 95.8% of the world’s internet still does “nothing” when they visit a […]

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7 Psychological Triggers for Mind-Blowing Conversions, Sales and Growth

How to Use Dynamic & Targeted Content to Stay Competitive in e-Commerce

Life in the e-commerce fast lane is tough.

E-commerce bounce rates average 33.9% and go as high as 68%. Cart abandonment rates of more than 66% add to the problems that any e-commerce business faces. The growing showrooming trend further threatens the very existence of online businesses.

But here’s the good news: Shopping cart abandonment can still be viewed as an opportunity to be harnessed. And with behavioral targeting and dynamic pricing, you can recover many of those lost sales.

What is the problem?

Basically, customers have become savvier when it comes to online transactions. As belts have tightened over the previous decade, online buyers have developed a skill in finding the best deals.

In a brick-and-mortar setting, retailers would be able to assess each potential customer browsing the store. Sales staff will offer different incentives to different customers in order to make products more attractive.

In the same way, you need a way to automate your e-commerce platform so potential customers are shown offers that are appropriate for them.

This is possible through the use of big-data-driven applications that use high-level analysis of customer behavior to show each visitor the most appropriate incentive. It also gives you the potential to close more sales.

This is possible through the use of big-data-driven applications that use high-level analysis of customer behavior to show each visitor the most appropriate incentive. It also gives you the potential to close more sales.

Fortunately, with a software-as-a-service (SaaS) approach, these platforms are more accessible than ever. And the improvement in your bottom line will likely be more than enough to pay for the costs of the services.

Let’s take a closer look at how they work, and then review specific solutions you can use to improve your overall conversions.

What Is Behavioral Targeting?

The ads you now see online seem more relevant to you than they were a few years ago. This is because of a mix of contextual and behavioral targeting.

You are being shown ads on the basis of your location (gleaned from your IP address) and previous online behavior, for example. The factors taken into account include cookies on your computer, ads you have clicked on and sites you have visited recently.

Behavioral targeting allows advertisers to increase the accuracy of campaigns, making them more cost effective for retailers.

But it’s beneficial to consumers too. Because of targeting, there are fewer totally irrelevant ads and more that are useful and relevant.


Behavioral targeting is a win-win for ecommerce and online shoppers.
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What Is Dynamic Pricing?

The ability to price your products flexibly can provide a huge advantage. It means you can adjust your prices automatically according to holiday dates, demand and competitor pricing.

Attractive pricing means you can capture the interest of your potential customer, reducing their tendency to look elsewhere.

Your prices are a large factor in how many customers buy your services. Dynamic pricing can adjust prices downwards when sales are slack or if your competitor is offering discounts. It can also adjust your prices upwards when competitors are out of stock or customer resistance to higher prices is low.


Attractive pricing means you can capture your potential customer—and make the sale. #ecommerce
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Sweeten the Deal – Make the Sale

In a high street store, your sales team will have a lot of discretion over when they add sweeteners to the deal. You need ways to do that in your e-commerce store too. Here are some SaaS applications that will help:

1.    Fanplayr

image001Screenshot source

Fanplayr allows you to segment your site visitors and create offers suitable for each segment. This application works by continuously analyzing visitor behavior, including the time they spend on each page and the items they show interest in.

Fanplayr then allocates each user to a segment you’ve defined and shows that user an offer you’ve set up for that group of customers.

Making user-specific offers like this helps you maintain your brand quality image, and also to increase conversion rates by offering discounts to specific segments of your users. Slightly smaller profit margins are more than made up for with an increased conversion rate.

According to case studies published by the company, Users can boost their conversion rates by at least 14% by implementing a segmentation strategy, such as generating segment-specific coupons and targeting through A/B testing features.

2.    Volusion

image002Screenshot source

Volusion offers an end-to-end e-commerce solution, which includes hosting, an online store builder, and even built-in search engine optimization mechanisms.

The entry-level plan provides a basic e-commerce platform, including a product list and shopping cart.

The premium plans provide added functionality, such as a customer relationship management (CRM) module, loyalty plans and deals of the day. These premium features are key to creating offer that improve conversions.

Apart from optimizing for conversions, Volusion also has a built-in manager for pay-per-click campaigns, helping e-commerce sellers promote their goods across other websites. According to Volusion, the service works well with brick-and-mortar companies that have set-up online stores.

3.    Wiser

image003Screenshot source

Wiser enables automatic price changes within criteria that you set. You set your own pricing criteria, so you could always match any lower price in your niche, or maintain a 5% difference.

There are several pricing rules, and you can choose which ones you want to apply. The platform can track and change thousands of prices multiple times a day if need be.

So far, the company’s case studies cite success stories among online retailers through several ways.

For example, a retailer of health products was able to track competitor pricing across 40,000 products, and the ability to adjust its own prices empowered it to negotiate lower prices with suppliers when needed.

An auto parts retailer was able to find more insight into its direct competitors and automatically adjust prices across 10,000 SKUs according to competitor prices, as well as sales and supply data.

4.    Zendesk

image004Image Source

Zendesk is a CRM platform with focus on customer support, and it provides a way for both small and big enterprises to process, execute and monitor resolution of customer service concerns.

Once you have made that sale and shipped a product, it’s important to ensure that customers are happy all throughout. To do that, you need to maintain a profile, keep records, and use data to find actionable insights and easily reach out to your existing user base.

The platform integrates well with communication solutions, and provides a personalized and proactive interface, with its touted self-service helpdesk.

For tickets that require human intervention, the platform also provides a capable analytics dashboard that enables you to track performance across your support team or even benchmark the organization against others within the same industry.

In Conclusion

All of these solutions provide low barriers to entry, meaning small businesses can get in on the game without worrying about huge capital expenditures and complicated integration with existing e-commerce solutions.

Such services come at some price, although the benefits — increased conversions, improved revenues and happier customers — make it a no-brainer.

Behavioral targeting and dynamic pricing are proven to increase sales and profits. And while they’ve been in use by big ecommerce companies for a while, they may now be a necessity for smaller companies as well.

We are at the point where customers demand the best service available, and they want it personalized and easy to access from any device.

Knowing what your customer wants and optimizing the sale is key to ensuring your business stays ahead of the competition.


Behavioral targeting and dynamic pricing: Now a necessity?
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Your Input

How do you propose to overcome the difficulties that e-commerce faces as a sector? What would your dream SaaS service offer? Please share your thoughts using the comment box below.

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How to Use Dynamic & Targeted Content to Stay Competitive in e-Commerce

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The Dynamics of Screen Size and Resolution for Conversion

Conversion Rate Optimization (CRO) … is the difference between browsers and buyers.

You see, all CRO comes down to one, simple goal: to let people do what they want on your website as simply, smoothly, and as best they can. In other words, to get them to click.

And to get them to click, you have two options: guesswork or data. As helpful and well meaning as they might be, expert opinions, best practices, even third-party case studies all fall into the first category, guesswork.

You need data—real numbers from real users on your real site.

Now sure, lots of us A/B test headlines, subject lines, images, calls to action, and even entire layouts. But, the most overlooked and underutilized element of CRO is screen size and resolution.


Learn the Dynamics of Screen Size and Resolution for Conversion – by @NadavDakner
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What’s the Story on Screen Resolution?

The reality is today’s digital shopper is using a host of devices to view your website and emails. That means, a one-size-fits-all approach to screen sizes and resolutions simply won’t work.

Here’s a quick glance at just how diverse and developed these sizes and resolutions are.

Screen Resolution StatsScreenshot Source

Back in 2009, computer screens were a mere 1024 x 768 pixels, or in widescreen format, 1366 x 768. The original iPhone had a screen resolution of 320 x 480.

Oh, how things have changed!

Gone are the days of 800 x 600 (or worse) 14-inch screens. Your users want to view your website on devices ranging from a 3” smartphone to 46” smart TV and every possible size in between.

The size of the standard desktop monitor is growing. Amazon’s top-10 list of monitors only includes one sub-20” model, while most are 21 to 27”. A few years ago a 19” monitor was the exception, but now it is considered sub-par.

So called “other” devices are also on the rise, showing us that there is no such thing as a few standard resolutions, but a multitude of different ones that we need to consider.

So too, smartphone screens have grown, with manufacturers and users settling for 5” as the new norm. The chart below shows how the screen sizes of new phones have changed since 2007.

Screen size of Smartphone 2014Screenshot source

The iPhone 6, for example, has 1334 x 750 pixels on a 5-inch screen — that’s far more than even the standard 14” computer screen in 2009.

Tablets with sizes from 7” to 20” have also created a whole new market sector and are poised to replace laptops within two years in most markets.

worldwide-tablet-pc-shipment-forecastScreenshot source

Sure, you can go laissez-faire, but if you want to ensure results, optimization is the way to go. Don’t leave things to chance.

What Are the Implications for Optimization?

All this means there is no longer a one-size-fits-all approach for your digital content. Even a simple site metrics tool like Google Analytics should help you determine your target audience’s mix of screen size used, which can help you act accordingly to ensure the most impact.


“There’s no one-size-fits-all approach for digital #content”
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However, it’s not enough to know the percentage of readers who accesses your site on mobile. One good starting point for conversion optimization is measuring and understanding what is happening on your current web pages and email newsletters.

Website Optimization

This is where Crazy Egg comes in. No other optimization tool gives you so much for so little. Crazy Egg web page heatmaps are priceless to anyone optimizing their site for conversions.

There are a few other tools you can use to measure how effectively your web pages are converting.

TrenDemon

Users take thousands of different routes through your website. TrenDemon finds the routes that are most profitable and automatically brings more of your visitors onto them using personalized content recommendations and calls to action, which can boost conversion.

TrenDemon_Dashboard

Screenshot source

This insight allows you to identify top converting pages and paths, so you can make better decisions about which content to create in order to achieve the best ROI. This include topic and length, as well as the best sources and networks for promotion.

Google Content Experiments

If you want to test the effects of different web pages on your conversion rate, then Content Experiments from Google is a phenomenal and free tool. You will need Google Analytics installed on your site.

Google Content Experiments Screenshot

Image Source

This is the simplest way to run A/B randomized tests of your content pages, to see how varying your content (including headlines, length, topics, and other factors) will affect impact. You can then use Crazy Egg to find the hotspots on each page.

Email Optimization

There are two aspects of email optimization that you need to consider:

  • Making sure that your emails are targeted to the right users
  • Organizing the content of each email to maximize conversions

Segmenting your list is the key to targeting your emails.

Responsive email design is the key to organizing your email content.

Statistics on mobile email marketing tell us that up to 70% of emails are opened on mobile devices. If your newsletter looks bad, many users will delete it rather than struggle. The chances of anyone opening it again on a bigger screen are very slim. You must make it look good on anything from a 3” smartphone screen to an 11” tablet screen.

GetResponse

Email analytics allow you to segment your list very easily. This could be done according to location, so you can send US-only offers to US subscribers. If you were to send these offers to subscribers in other countries,those subscribers would rapidly become dissatisfied and might even unsubscribe.

You could segment your email list according to the time previous emails were opened or whether previous emails were opened at all. There are many possibilities.

Email Analytics OverviewScreenshot source

GetResponse also gives you hundreds of responsive email templates, which ensure optimal readability regardless of screen size or resolution. It is always easier to change the colors or layout using a template than start from scratch.

Conclusion

These tools essentially help you keep track of your audience’s behavior, enabling you to optimize your content to be readable on any device. That’s invaluable for conversion optimizers — t’s the only way to ensure your message reaches the intended audience and persuades them to act.

Start by digging into your analytics. Once you’ve found the pages that need optimizing, adapt them to be readable on any screen size and optimize for conversions. Make sure you’re using a responsive theme or develop a mobile version of your site.

But remember, this isn’t a once-and-done project. Device trends change, screen sizes and user experiences fluctuate, and your website or email will need to look beautiful as well as be useful in order to convert browsers into buyers.

Of course, it would be a good idea to start with a design that already incorporates best practices, so it’s easier to optimize. Take a hint from some of these sample landing pages, which can be a good starting point, using designs and techniques that have already proven success.

Over to You

Have you checked your user statistics? What screen sizes and resolutions are people using to view your website? What tools are you using to optimize for conversions? Please share your thinking using the comments box below.

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The Dynamics of Screen Size and Resolution for Conversion