There’s no second chances for making a first impression. It matters as much in online marketing as it does in life. There are three straightforward rules for making a good first impression on new customers: deliver what’s promised, build personal relationships with customers, and deliver unexpected value and extras.
The ability to shop online has brought about both radical changes in the way people think and buy their goods, as well some behavior that would otherwise never be seen in the real world. For example, just imagine groups of people going into a grocery store. Most of them do what you’d expect, pulling out their shopping carts or baskets, wandering from shelf to shelf, picking up goods, and then lining up at the checkout counters to pay for their goods.
When analysts talk about the trends, numbers and statistics that make up the ways in which people look at a business and evaluate its success, one tricky concept to look at is the Customer Lifetime Value. It may sound like a mouthful, but what the CLV essentially is, is a measurement or prediction of the net profit you may expect from a single customer over the long term.
Email subject lines are the headlines that give readers a reason to open your messages. And often they’re what readers use to decide whether to read the rest of your email or send it straight to the trash. Following some straightforward rules lets you create subject lines that boost opens and clicks.
Growing your email list and staying in touch with customers with frequent newsletters can be very profitable for your e-commerce store. While website visits are transactional – visitors are there to accomplish a task – newsletters build ongoing relationships with customers. But starting that relationship depends on a simple, fast sign-up.
Traffic is good, but conversation is better. And to have a conversation you have to have a voice. Does your email marketing have a voice that speaks with feeling? Does your brand speak in a characteristic voice from the get-go?
All of your email marketing – and especially welcome emails – are opportunities to shape your brand voice, and evoke the feelings that you want people to associate with your brand. This is what humanizes your brand and lets you have a conversation instead of simply delivering a sales pitch.
Some of you may know the iconic VW Beetle ad from the 1960s: Think Small.
The genius of this marketing campaign was its “cognitive dissonance” – a contradiction created when you’re presented with two opposing ideas simultaneously. In this case it’s two dissonances. One is the idea of a new car – typically bigger, more luxurious, more powerful than the car you have – being less instead of more. The second turns the familiar phrase “think big” upside down – no one aspires to be a “small” thinker.
And here’s where the advantage of cognitive dissonance becomes clear. You’ve been thinking about this cognitive dissonance for a few seconds now – probably a lot more than you thought about the last car ad you saw. And you’ll keep thinking about it until you resolve it in your mind: namely, that smaller is bigger when it comes to a car’s price, cost, reliability and efficiency.
Relationship. A word with many meanings.
What comes up to your mind when you think about the word relationship?
It can be associated with romance, business, or friendships. It takes many forms, and can, at times, encompass all the complexities of the human nature.
As an eCommerce professional, do you think deeply enough about the relationships you maintain with your shoppers?
Do you value them as prospective customers? Or do you blast them with endless sales-oriented emails?
Do you care, first and foremost, about the sale? Or do you care about providing superior customer service?
So you have built the best eCommerce site experience you could think of. You may have captured a unique eCommerce niche, developed an attractive brand, fine-tuned your copy, and polished the site design. You’ve implemented some A/B testing and noticed an improvement in conversion. But why is cart abandonment rate so high and conversion so low? And more importantly, what you can do about it?
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