Submitted by Linda Divišová on Sep 18,2016
1) Enhance the purchase process
The importance of the purchasing process increases every year.Even a small mistake or shortcoming can discourage customers from shopping in your e-shop - why shouldn’t it?After all there’re quite a lot ofother traders on the Czech internet. Therefore we recommend the following checks of the entire purchasing process:
a. The research phase - go from simple data up to complete customer information - segment individual campaigns and target on specific customers;
b. The evaluation phase - investigate why there’s a failure to complete the purchase and deploy tools that can help (buying guides, video instruction);
c. Sleeping Phase - start reactivating programs and use demographic data or customer behavior data. Offer them benefits, making them return from sleeping phase back to active customers.
2) Detect gaps in the content
Examine each blog post, video, info graphics. When the content was loaded? Who was the target audience? What is the ideal time to use this content? If you can, we recommend making a report about the content clicks or following it. See also each point of the table of contents that need to change. This "refreshing" doesn’t need to be costly and will bring you more conversions.
3) Build a database of contacts
Strong database is the basis forefficient marketing. Keep the database clean right from the start. Just stick to the following rules:
a. Move the call to register as high as possible on the page
b. Make sure the registration is completed correctly
c. Add an option to register via social networks
d. Add confirmation window where the customer can check that the data is correctly filled
e. Add typo detection
f. Simplify registration form
g. Our tip: Pop-up window for active collection of contacts!
4) Simplify the email design
- The best solution is HTML, which is usually a guarantee that your email is displayed correctly in most email clients.
- Aim for simplicity, less text and menus, bigger icons, call for an action using noticeable buttons, larger images and fonts.
- Do not forget to ensure that your email displays properly in all devices (optimized for mobile phones and tablets)
5) Send e-mail quick-wins
If you haven’t started yet, add to list of your campaigns also first personalized emails. A suitable example is a campaign to abandoned basket, birthdays, holidays and more. Number of send outs of these automated email is low (often hundreds of customers per month), but also brings considerable income.
6) Use all of your content
Automated emails can bring extra revenue, but where to take their content? The good news is that it probably already exists on your website. Your pictures, videos, landing page, content on your social media, all of this can be a source of texts and graphics for your emails. E.g. you can offer your case studies not only on paper but also as a gift in the mail.
7) Stop unsubscribing of customers
If you want to stop the number of unsubscribed contacts, offer them quality content, customer support, rewards and more. The key is to understand the new contact and control it before incorporation into a regular distribution and normal content.
8) Refresh emails
Many business communications doesn’t say anything other than "buy-buy-buy". If you send too many emails like this, it won’t be long before your contacts unsubscribe. So try to work also with tips on buying or using the products. Start sending emailsthat will inform, educate and entertain. You'll have a better chance they’ll build up a relationship between the customer and your brand and thus ensure income in the future.
9) Use data across channels
You have a great opportunity to learn more about your clients with a mobile app: just put their data into a central database. Individual channels can also be interconnected: the unification of multiple channels (store, website, email, mobile applications, SMS) can offer a more personalized approach to the customer.
10) Don’t be afraid of location Marketing
Advances in smartphones and geolocation technologies (usable for location marketing) open up possibilities for increased utilization of the physical location of the customer. Think how to combine location data that already know about the customer, and use it for content delivery. Example: The next time a VIP customer who recently bought a pair of running shoes arrive to your store, please send them an announcement: "Hi Peter, welcome back! Check out our running accessories. Today, you got an exclusive 10% discount! If you have questions, please contact the operator. "