Editor’s note: This post is the first installment of our « Beyond Email » series – an extension of the Beyond the Mail piece: Klaviyo: BOS. See the slides in this session.
Let’s get the bad news out first: consumer expectations are changing as well there is no single type of funnel that converts everyone.
This is related to the current state of e-commerce. Every day, consumers are introduced to a multitude of new brands, with newcomers to the market, such as Warby Parker or Andie Swim or Wone, which disrupt and demonstrate the success of old brands. In addition, the buyer’s journey becomes more and more omnichannel – which means you have to be in the right place, at the right time, with the right experience to make a sale!
By combining an organic content strategy with your online commerce sales strategy, you can reduce noise by gaining trust and visibility.
The secret to your success with these tactics? Building a reliable funnel.
Help –– Not for sale to –– People
Think of content as the first touch a customer has to your brand. By providing valuable legitimate content, you can build trust. before for sale.
The key is to focus primarily on being educational, not transactional. Part of this has to do with the SEO advantage that comes with being known as a high authority industry resource.
In addition, educational content provides a much more effective way to connect with millennia and the Z type. neither he likes selling associated with traditional advertising. He would rather build one relationship with the brands they want to buy from.
If this is your audience, look at Warby Parker as a great example of a brand that has a strong trust with Millennials and Gen Z. The brand encourages customers to share photos using Warby Parker products on the company’s social channels. This user-generated content strategy helps potential customers see the products in use, while building social evidence.
However, if you plan to implement it, when you find a content strategy, think about how it can help you build community around your brand. When trying to measure your success, don’t dwell on vanity values (such as page time, rejection rate, etc.): Evaluate your success actual sales.
For more ideas on how to leverage content in your e-commerce strategy, check out these brands: Uncrate. Gear Patrol (purchased by the popular publisher Hearst) and Woolrich (especially their collaboration with Lauryn Hill).
Provide an excellent customer experience
Thanks to initiatives such as Prime Now, Amazon has created a new standard for instant satisfaction in e-commerce.
Of course, not every business can keep up. The good news is you don’t have to.
If it doesn’t make sense for your business to offer two-day shipping, then run to your account. the best version instant gratification.
Start with an emphasis on your brand’s unique offerings or story (or both!). To attract attention (and convert sales), your brand needs to be memorable and make shopping convenient.
It is important to realize that your sales and branding efforts not stop when the order is shipped. So try to impress people when they receive your package. These are the little things that will make them want to tell a friend about their shopping experience with you: things like handwritten notes and unique promo codes in the package they receive.
Regardless of the specifics of your logistics, you know that honesty goes a long way. Be transparent about transportation and return policies. Then keep your promises.
You’ve heard it before, but it’s worth repeating here again: it doesn’t promise much; excessive delivery instead.
Communication is essential: including what you say on your website and any subsequent communication after placing an order. On this note, customer service is important. Conformable Gartner, when it comes to making a purchase, 64% of customers consider it to be the customer experience more important than the price.
In fact, American companies are losing one an average of $ 62 billion annually due to poor customer service. Only a moderate increase in customer service can produce an average $ 823 million increase over a 3-year period for a company with annual revenues of $ 1 billion.
For inspiration to improve the customer experience, there is a lot to learn from these brands:
- Dazadi: With such large items that can not offer express delivery, this brand compensates for a slower logistics, with great effort when it comes to the actual delivery. « Their incognito Christmas stand » allows you to surprise someone with a ping pong table that includes indoor configuration!
- Jeni’s Ice Cream: Jeni sends imaginative ice cream flavors in a dry ice box. Customers love their brand to the point and are willing to wait longer delivery time to receive ice cream by mail.
- Package party: Products take a relatively long time to ship, but the company deserves to include freebies and additional samples in each package.
The advantage of First-Mover: capitalizing on smart channels
Facebook, Google, Amazon are races to see who can gather the most useful data. Acting on this data helps build trust. But all these platforms require your collaboration to collect this data: it is a symbiotic relationship.
Every time one of these data-rich platforms introduces new e-commerce features and integrations, it makes your brand mission happen sooner.
Are you taking advantage of these new sales channels?
- Facebook Marketplace
- Amazon advertising
- Instagram shopping store
- Internet of Things (IoT): Google Home and Amazon Echo make it possible to buy things online free using a screen device.
As you consider the options available, take note of these brands:
- Spearmint LOVE: Originally born from a blog, Spearmint LOVE has achieved exponential growth through the use of a combination of Facebook Ads, Facebook store functionality and Instagram shopping feed. I am now on the new Facebook Advisory Committee – ready to take advantage of the new Facebook features as they are launched, with a privileged understanding of where they are going.
- RC beach: Earned revenue growth of 171% year-over-year through Amazon sales. They achieved additional success, after selling on eBay, worth 17,000 USD / month.
On a side note, if you don’t sell your products on Amazon, someone else will – so beat them!
Build an experienced website
One of the most effective ways to make a sale is to make buyers feel something.
The easiest way to do this? Building a rich website with an enjoyable browsing experience. Part of this includes an emphasis on fast page speed.
Another aspect of an experience-based website is personalization. You may choose to add personalization based on people (such as the most loyal customers), geographic location, or specific search queries. Localization is another form of personalization, with an increasing number of searches containing the suffix « next to me ».
There are many benefits that come with personalization:
- It can help increase the profit of a business by 15% on average.
- 75% of customers are most likely to buy from a retailer that recognizes them by name and recommends products based on previous purchases.
- 93% of companies see a increase conversion rates after implementing customization.
These brands provide an excellent example of an experience-based website strategy:
- Skullcandy: Uses location-based customization with seven international site versions.
- Zenni Optical: Users can upload their photo to see what it looks like with the glasses of this brand.
- Bohemian traders: Offers a VIP loyalty group in which the brand warns them the first about new releases. Instead, Bohemian Traders gets an idea of what their customers like, using this information to decide if they should order more inventory.
Don’t forget the mobile experience
People are always talking about the importance of the mobile experience, and it’s more than just making sure your site is navigable:
Furthermore, The first Google mobile index mobile reactivity has become a search ranking factor. The implications are clear: if you want to rank in the relevant search, your website must excellent scale for mobile devices.
If you need help designing your e-commerce experience, these brands can be a source of inspiration:
- Rollie Nation: Their hero images are actually videos. They also simplified and reduced the clicks required to choose the dimensions and proceed to completion. They provide an excellent example of creating a great mobile experience for brands with large product catalogs.
- Natomounts: The website consists of just a few simple pages, and the checkout process is simple and fast!
- Zyppah: This brand only sells one product – the main page is also product page.
Final thoughts: How to build your trust channel
E-commerce is growing faster than anyone could have expected and level the playing field. Whether you have a well-established business or are thinking of starting one, the best way to differentiate yourself is not through crazy commercials or tricks. Consumers are smarter than that: you need to focus on building trust to find success with Millennials and Gen Z.
- Create useful content and optimize it to appear organically in relevant search queries.
- Bring your business to your customers: don’t wait for them to come to you. Sell on multiple channels and become a first guide when social platforms introduce a relevant new feature.
- Sell to overcome, especially when it comes to customer service.
- Create a good website experience in terms of browsing, page speed, payment and mobile.
Does your site have a great trusted funnel from which others could learn? Share your thoughts in the comments and together we can build more high customer conversion experiences!
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