By Author admin

The Ultimate Guide to eCommerce Product Recommendations

Give your customers exactly what they want and at the time they’re most engaged using product recommendations.

What Are Product Recommendations?

Product recommendation algorithms present online shoppers with a personalised selection of the most relevant items for them in real time. They have become incredibly popular on eCommerce websites and email campaigns, most notably on Amazon which has integrated recommendations so well across their website that an estimated 35% of all sales are driven by their recommendation engine.

eCommerce personalisation tools like our partner Barilliance provide informed product recommendations based on both individual and aggregate browsing behaviour and purchase history. These tools help to shape unique experiences across the buying process for each of your customers, providing undeniable benefits.

Read on and find out how product recommendations can improve your website’s user experience and ultimately boost your profits.

How Will Product Recommendations Benefit My Business?


Skyrockets Conversion Rate

First thing’s first, we know that your bottom line is the most important to you and the effect of product recommendations on conversion rates is nothing to be sniffed at. In fact, Barilliance has found that customers who click on product recommendations have a conversion rate 5.5 times higher than those who have not.

By showing a customer the right content at the right time, you can reach them at the moment they’re most open to making a purchase.

This rate is so high because it optimises product discovery where customers are exposed to items deeper in your product line that suit their tastes that they would otherwise not have found by themselves.

While 20% of products may account for 80% of your sales, this type of personalisation enables you to boost the ROI on long-tail items in your product line that may currently have a low turnover rate.

Boosts Loyalty and Repeat Purchases

Crafting this personalised experience for shoppers where they feel valued and seen by your site is also instrumental in building loyalty and repeat purchases.

By showing customers what they want to see and saving them the effort of performing multiple searches, you are creating a good user experience and improving customer satisfaction for both new and returning visitors alike. Data from Salesforce has proven that shoppers who clicked a recommendation were nearly twice as likely to return to a website. Over the long-term, this has the effect of boosting the holy grail of customer lifetime value.

Increases Average Order Value and Average Number of Items per Order

Recommendation engines also have the effect of increasing your average order value by up to 50% as well as raising the average number of items per order.

This happens as a result of creating product bundles, showing highly relevant products when a customer is in the mood to buy, triggering impulse purchases and more that we will cover below.

eCommerce Product Recommendations - Product Bundles

Drives Traffic

Looking for ways to make your campaigns stand out? Try adding some dynamic product recommendations into your emails.

Email marketing is renowned as the channel which generates the most ROI for a site and a large part of that is because they provide personalised content directly to a customer.

With Barilliance, you can integrate their product recommendation blocks directly into your existing templates no matter which email provider you use.

By enticing customers with such relevant messaging, you can boost your email clickthrough rates by 35%, driving more and more traffic to your website.

How and Where To Effectively Implement Product Recommendations

Phew! Those are some enticing benefits.

So how can you capitalise on the data that your customers are giving you?

When implemented correctly, product recommendations work nearly everywhere an eCommerce site, for example on the home page, category pages, product pages, cart page, 404 pages and more, and is also very successful when used in email campaigns.

Below we have summarised the best product recommendation blocks to use and where to place them, covering those that use personalised data, aggregated data and product data.

In all these strategies, you can customise the underlying rules of the recommendation engine to include and exclude specific products and categories from the recommendations based on your individual company needs.

Personalised Data

Customers want to feel seen and understood when shopping on your website, which is why capturing individual data and using that to provide recommendations that are unique to them is always the best way to go.

Recommended For You

With the clickthrough rate of personalised ‘Top Sellers’ recommendations 200% higher than recommendations that aren’t personalised, it’s easy to see just how effective these are.

Recommendation engines like Barilliance take into account the browsing patterns in the current session to determine a customer’s intent and combine this with their historical habits and purchase history.

For example, if a customer sorts a category by low to high price, the algorithm can infer that they are price sensitive and recommend them cheaper products or those that are on sale, or if they have bought medium sized clothing in the past, they will only be shown products that have stock available in that size.

This is also combined with data from other visitors who have made similar choices in order to provide the best recommendations.

As such, personalised recommendations work anywhere on your website, even on 404 pages which encourages a customer to continue browsing instead of leaving your site altogether. While a mix of the most relevant products for an individual could be shown on the homepage, for category pages, consider segmenting the recommended products so they match the category the visitor is currently browsing.

Even after a purchase has been made, you should still be showing personalised recommendations. On the checkout success page, thank the customer for their order while suggesting even more products that they may be interested in to encourage repeat sales.

Personalised product recommendations also work really well in email campaigns. Embed a personalisation block into the template of your regular newsletters, or even better, recommend more relevant products in the last email of your abandoned cart series when it is clear that the customer is no longer interested in the product they left behind.

As Barilliance dynamically generates the recommended products at the time the email is opened, this means they are always up to date with the data you have on that visitor.

eCommerce Product Recommendations - Recommended For You

Recently Viewed

Have you ever had a product catch your eye as you’re browsing through a store but when you finally make up your mind to buy it, you’re unable to find it again?

If a customer can’t find a product, they can’t buy it. It’s as simple as that.

Help your customers avoid this problem by providing them with access to their browsing history.

This is an especially suitable feature for stores where customers regularly purchase the same items, like in supermarkets.

Aggregated Data

Data compiled from the actions of previous visitors to your site highlights trends and relationships that humans may overlook.

Much like how customers trust reviews from their peers rather than messages from the company itself, these recommendations indicate the endorsement of a product by other shoppers and make a compelling argument for someone to also purchase them.

Best Sellers & Popular Products

Highlighting your best sellers and most popular products on your homepage is a highly effective tactic for giving new visitors to your site a better understanding of your product offerings.

It also helps to capture the interest of those who are just browsing and aren’t looking for anything specific as it lends social proof to certain items and makes a customer feel confident about purchasing it.

When you haven’t gathered enough data on a particular customer to show them personalised products, these types of recommendations also work as a good fall back option both on your website and in emails.

Optimise this feature by segmenting the items displayed to be more specific to the category a visitor is currently browsing.

“People Who Liked This Also Liked” & “Frequently Bought Together”

Through combining information from a large number of visitors about which products are viewed or purchased in the same session, recommendation engines can be used to automatically bundle products together.

Algorithms can predict product preferences in a way that you cannot, and you can use this to recommend relevant items to visitors even if you don’t have personal data about their tastes.

Much like how displaying ‘best sellers’ is effective, customers perceive these products to be approved by other shoppers similar to them, and they are influenced to view more and more items on your website.

The result is that your average order value receives a boost as customers are easily made aware of items that they might want or need without them having to do additional research.

This type of recommendation is especially effective when shown on the cart page as it reaches the customer when they have committed to a purchase and triggers further impulse buying.

eCommerce Product Recommendations - Frequently Bought Together

Product Data

For those who want more control over what products are recommended to a potential customer, tools like Barilliance allow you to manually select and filter the products shown.

Related Products

Much like how the “Frequently Bought Together” strategy makes use of automatically created product bundles that encourage customers to spend more on each order, you can also manually control which related products are displayed on product pages.

If a customer is still researching and deciding between products, promoting alternatives and substitutes encourages them to keep browsing on your site instead of abandoning you for a competitor’s site to find items that better meet their criteria.

You can also use this opportunity to upsell similar products that have more features and are sold at a higher price point.

By showing products that are related on the features and functions level, you improve the user experience as visitors who have an aim in mind don’t have to take a step back and begin their search from the category page again, they can flow from product to product until they find the right one.

Compatible Accessories

Using recommendation engines to cross-sell on the cart page can also increase your average order value and number of items bought per order. This involves matching your product range with their corresponding accessories, for example a dress with coordinating shoes and a bag, so customers can shop a whole outfit in one go.

Keep in mind that this may require some manual effort to set up, especially for electronics and the like where you must ensure that the add-ons you’re suggesting are actually compatible. You don’t want to recommend a bluetooth mouse that doesn’t actually work with the tablet the customer is looking to buy.

This type of recommendation is also very effective to use in an automated follow up email that you send after a customer has made a purchase. For example, 6 months after a customer has purchased a printer from you, check in with them and see if they need to purchase more of the related toner.

Get Started Now

The earlier you set up product recommendations on your site, the earlier the algorithm can start gathering data to provide more accurate suggestions.

Not sure which of the strategies are best for your business? Contact us today and we will analyse your site and devise the best plan for you.

acidgreen is an award winning eCommerce agency specialising in Magento, Shopify Plus and digital marketing with over 15 years of  industry experience. Our certified developers and digital marketers are highly qualified to create aesthetically pleasing Magento and Shopify Plus websites that generate the highest amount of conversions and provide the best ROI. Be sure to follow us on LinkedInFacebook and Twitteror give us a call to learn more about our services.

By Author Eloise Edstein

10 Steps To Optimising Your Website Landing Page

A website landing page is not an unfamiliar term in the realm of digital marketing and digital commerce. Many of us have utilised landing pages in the past, particularly for online marketing campaigns. After all, it is a great, proven lead generation tool.

However, many of us have also done a pretty lacklustre job at it.

It’s not just as simple as creating a page, throwing some design and content inside it and hoping for the best. Believe it or not, creating a successful website landing page takes some serious research and optimisation implementation tactics.

With inspiration from Dotmailer’s Landing Pages Best Practice Guide, acidgreen (your full service digital commerce agency) have put together 10 of the most important steps to creating a successful website landing page.

We’ve even provided a fun, succinct infographic for you to download, save and refer back to at your leisure. 

So without further ado, here are the 10 steps to creating a successful website landing page design:

website landing page

1. Clear USP/Headline

This is your first chance to engage the consumer. A successful headline comes from having a well-developed creative brief that has a clear, definitive unique selling point (USP).

Ask yourself,

“What is the cannot-live-without feature of my product/service that my competitors can’t or haven’t offered? Why can it add supreme value to their lives?”

Study what you’re selling. Perform some serious personal introspection and discover why you would want to buy the product/service.

Underline the interest and then put it in bold. Make it powerful and lay out your positioning.

Additionally, it’s always good to have your headline backed by a solid secondary headline – let there be no uncertainty or confusion experienced by the consumer.

2. Be Visual

What’s that old saying – “A picture is worth a thousand words”?

It may be old but it is certainly not irrelevant. According to Wyzowl, people only remember 20% of what they read and 10% of what they hear. However, when it comes to visual content (whether it be an image or a video) people retain up to 80% of what they see.

Moreover, Brainrules reports that if text/copy is paired with an image, people remember 65% of the information 3 days later. That’s a stat you don’t want to shy away from.

That’s why it’s imperative to have some visual content if you want to have a well-performing website landing page. And don’t bother wasting time and money on a hundred different image designs, you only need one really good one.

Your chosen image (or video) should be big, it should be bold, and it should be clear.

Use design and colours that are consistent with your brand.

Maybe we can appropriate that saying a little bit here – “A picture is worth a thousand leads”.

3. Highlight the Benefits

If your viewers have made it this far they don’t want to hear about the features again, they want to know the benefits. Repeat the following mantra, “value, value, value”. Throw another, “value” in there for good measure. Your aim is to help the consumer along the conversion funnel. Don’t be afraid to be really specific here, either. This is where the consumer is going to decide whether your service is more beneficial or valuable than one of your competitors.

Adding an emotional touch will also urge your user to take action. Emphasise how, by purchasing your product/service, you will take away their pain and add significant gain.

This emotional component is what will push the user to reach out, and ignoring this step will mean the downfall of your campaign.

4. Know Your Audience

Knowing your audience means keeping it relevant to your customer segment. Landing pages are usually created as an extension of an online marketing campaign e.g. PPC or email marketing. This means, if the campaign is well researched, you have a very good idea of exactly who your customers are; whether it’s a csv of your email contact list, a remarketing list or in-market/affinity audience.

The advantage of this is that you know exactly how to appeal to them. Why? Because you’ve looked at past consumer behaviour reports and you understand exactly how, why and what your audience likes and also, (more importantly) how they shop.

Consequently, your design, copy and UX should be catered specifically for your targeted  audience. Include messaging that resonates with them on a personal level.

5. Exploit Testimonials

If you’re a half-decent business in 2017 then there’s no doubt that you’ve accumulated some positive reviews – whether it be directly, on your site, on social media or on the search network, they exist. However, they’re not doing you any good if you’re not putting them to good use.

Placing customer testimonials on your website landing page will motivate and reassure users that you are a trustworthy, reliable merchant; they’re added encouragement that will  persuade your users to convert.

6. Encourage Immediacy

Scarcity tactics are a proven success. This is also contemporarily referred to as the ‘FOMO’ strategy, otherwise known as, ‘fear of missing out’.

Emphasise a limited supply of your product offering, limited time for your offer, or a limited number on offer.

We’ve provided a few examples to help you along:

  • Don’t Miss Out
  • The Countdown Is On
  • Only X Days Left
  • Only X Products Left In-Stock
  • Limited Supply
  • Hurry! While Stock Lasts

Adding marketing tools such as a countdown timer will also enhance the effect.

7. Outline  the CTAs

Make sure your call-to-actions are clear and your customers know exactly what to do next. An uncomplicated CTA is more crucial on a website landing page than it is on a website or email. You want your audience to be able to get in touch with you via means that best suits them.

You can then have your secondary CTAs at the footer of your website landing page to capture those users who do actually decide to journey to the bottom.

Three important considerations:

  • CTA wording
  • Position
  • Buttons

    8. Transparency

    This step coincides directly with the one above and where you can focus on the single objective/action for the reader. Incorporate a CTA button that stands out on the page and ensure it is above the fold.

    You want your website landing page to be easy to navigate. Keep it free of too much information or clutter – take advantage of whitespace to direct your consumers to your prospects/offers.

    Moreover, use complementary and contrasting colour schemes to help make your page more appealing, i.e. put your CTA button in a contrasting colour.

    9. Mobile First

    It shouldn’t have to be said, but we’ve included it anyway. Why? Because the mobile now represents 60% of all digital media time and 31% of customers use their mobiles as their main device to click-through and buy online.

    Even more than that, if your users are being sent to your landing page via an email campaign, there is more than a 56% chance they are coming from a mobile. There’s absolutely no point in setting up a brilliant mobile-friendly email campaign if the destination URL isn’t mobile-functional.

    10. A/B Testing

    It goes without saying, no website landing page should be deployed without serious, thorough testing. This can be best achieved by split testing the performance – trying different variations of headlines and CTA text and testing it on multiple browsers.

    The most valuable marketing strategy is the one that’s proven to drive ROI. 2017’s consumer is a tech-wizard constantly looking for a perfect brand interaction, and they’re aware their data is priceless.

    Consumers are no longer just comparing you with your immediate competitors. They’re comparing you with the best experience they’ve ever had online. For this reason, it is essential to ensure you are following best practices.

    Now You’re Ready to Optimise Your Website Landing Page

    “Landing pages are the keystone of lead generation” – Bizibl Marketing.

    Creating an optimized website landing page will act as a consistent facilitation of critical conversions, such as: direct online purchases, mailing list sign-up and data input. It is the most effective web tool to drive your desired audience to take an action. Not to mention, it enables online businesses access to deeper customer insight.

    Still not confident about optimizing your landing pages to generate and convert leads? Or, just not sure where to start? Not to worry, because acidgreen is your trusted, multi-award winning full service digital commerce agency.

    We’re experts at designing, building, integrating, optimising and marketing amazing ecommerce websites, that includes your ideal campaign landing page. Contact us today for free, friendly advice. We look forward to hearing from you.

    acidgreen is an award winning e-commerce agency  specialising in Magento, Shopify Plus and digital marketing with over 15 years of  industry experience. Our certified developers and digital marketers are highly qualified to create aesthetically pleasing Magento and Shopify Plus websites that generate the highest amount of conversions and provide the best ROI. Be sure to follow us on LinkedInFacebook and Twitteror give us a call to learn more about our services.

By Author Eloise Edstein

5 Best eCommerce SEO Tips To Maximise Online Traffic

The world of digital marketing is a tough one to crack into. Particularly given that there’s no definitive structure to follow, on top of the fact that online marketing and SEO trends are constantly evolving.

So, how can your online eCommerce brand enhance its SEO to get ahead?

The first approach toward improving your eCommerce SEO, is laying out a detailed proposal and figuring out an effective game-plan.

ecommerce SEO

30.5% of all user traffic stems from organic searches. That’s a huge chunk lost if you don’t strategise correctly. Smart content marketing is vital to good eCommerce SEO. This means that investing in long term strategies that centre around your brand’s personal niche is mandatory.

Unfortunately, many brands try to get away without creating a detailed plan and inevitably… get it wrong.

As professional digital marketers, we’re always pushing to get ahead of the curve. That’s why we’ve rounded up some of the best eCommerce SEO trends that are set to create an impact in the soon to be present.

These tips will help you and your business maximise your SEM and ultimately improve conversions for your online brand.

Video Content and Virility

Somewhere in the world, a digital marketer proposed the question,

Why not merge content with commerce?

It has been well established in the digital community that content is paramount to a great digital marketing strategy. Over the last few years, it has become more and more relevant for eCommerce businesses.

eCommerce brands are constantly searching for new and innovative ways to be heard; particularly in the ever-growing congestion of crowded marketplaces. Thanks to the continuing popularity and usage of mobile devices, as well as WiFi/Data availability, the world of eCommerce SEO has hit a new high in terms of demand for online content. After all, content has the highest power to go viral – and a higher traction essentially drives more conversions.

The solution: what’s the most interactive, uncomplicated form of digital content for your consumers?

ecommerce SEO

Video content. The evolving ease of video sharing capabilities for people of all ages means, exploring the video content platform can and will only be advantageous for your brand.  Recently, we have seen an interesting transformation in the video format from a simple traffic tool to a conversion platform. At the moment, only 16% of the eCommerce market are utilising it – with the welcoming of a new financial year, this is set to change.

We’ve listed some of the most successful ways you can incorporate video content into your digital marketing scheme:

Shoppable Videos

Shoppable images aren’t all that exciting. They’re old news. But what about shoppable videos?

A great tool created by Cinematique, the world’s first touchable video platform, allows brands to sell their products directly through video content. These brands have the ability to embed videos onto their sites. When users watch the video, they can click on products displayed that appeal to them. At the end of the clip, all the items that the user has clicked on will be available in a queue – ready for them to explore ie. purchase. Ca-ching!

Youtube also has its own eCommerce portal.  The most popular video streaming site in the world, provides businesses with the ability to incorporate external annotations into their video. They can be transported straight to your features products. This turns the viewer into a potential consumer.

ecommerce SEO

 Facebook Live

Although this platform is hardly new, eCommerce websites are only just starting to welcome its extreme benefits. The most obvious benefit: you are immediately creating a dynamic, genuine connection with your users.

 Creating Facebook Live on your customer based profile means fans are immediately notified via the notifications tab, and the video will automatically stream throughout their news feed. This guarantees effective organic reach.

“With Facebook Live you can use your phone to share a moment instantly with the people you care about. This means your friends, family or fans can be there with you, and you can respond to their comments and see their reactions,” Facebook company in a statement.

The live stream means followers can ask questions in real time and receive an immediate interactive response.

ecommerce SEO

Get creative with your content. Make it an informative product review or an entertaining demonstration – or just provide extra content to back up already existing content.

The point is, the Facebook Live platform is a simple brand leverage that satisfies the growing desire for interactive content.

Mobile Friendliness 

 It is basically understood that mobile affability is effective in every stage of digital marketing (the mobile now represents 60% of all digital media time) bar the conversion; the majority of people simply prefer to use a PC or laptop to complete their transaction.

However, the biggest mistake for a lot of eCommerce brands is to overlook the importance of smartphone analytics. Mobile eCommerce SEO will account for 30% of global eCommerce sales by 2018 and don’t forget, 43% of consumers will visit your competitor’s site next after having a negative mobile shopping experience.

So, what aren’t you going to do?

Neglect your mobile users.

ecommerce SEO

Continuous evidence proves that there is a strong correlation between high percentages of mobile traffic and high overall website conversion rates. Just because the conversion was made on a PC doesn’t mean that’s where the decision was made. 59% of people research on smartphones.

Do not rule out mobile devices as the first and sometimes most important stop: key decisions are made during this step. Brands should no longer see mobile and PC users as a different identity – the end result still leads to the same conversion, it just involves multiple platforms/devices.

In summation, mobile friendliness = eCommerce SEO friendly.

User Generated Content

 Customers trust other customers. The easiest way to attract a customer to your brand, and get them to purchase your product instead of your competitors, is to implement customer feedback e.g. product reviews.

ecommerce SEO

90% of customers admit reviews and comments from other customers influence their decision to make a purchase, and 81% of online shoppers admit to trusting information found on blogs. In this regard, it is imperative to make sure your information is both useful and up-to-date.

Implement customer reviews in a way that matches your overall site design. Only feature detailed reviews that offer more informative descriptions of the specific benefits and features of your products. This will draw in your site visitors and potentially give them a nudge to purchase a product they may previously have been on the fence about buying.

UGC (user generated content) is also a great way to feature authentic content in your social advertisements – reassure your customers of your value and gain their trust. The benefit of this is that it will also dramatically improve your visibility and in turn, assist your SEO.

How do you get customers to leave a review?

Reward them.

For example, a great draw card is to promote product discounts to those who do leave a review. This makes customers feel special. Who doesn’t love to feel special?

Another optimizing trend set to branch out in 2017 & 2018 is to mix user generated content in with product pictures.

Customers are more intelligent than ever, and whilst consumers still enjoy the feeling of luxury they get when they look at product pictures, they also realise that the product is unlikely to look as glamorous in real life. Displaying user generated images provides customers with a better context of the product. A good way to execute this would be by including product images with a stream of pictures from Instagram e.g. social pictures with relevant reference points.

Voice Search and Digital Assistants

Voice Search programs have been available to users for a while, but only recently have we seen a growth in its usage, especially through SEO.

What was once a fun way to communicate with a computerised voice system that probably couldn’t understand what you said anyway – is now a large marketing source for eCommerce brands. More people nowadays rely on voice search with every major tech company utilising their own digital assistants, e.g. Siri, Alexa, Cortana and Google Now and over 20% of all search requests are now made using voice services.

ecommerce SEO

How can you benefit from this, and moreover, how can this positively impact your eCommerce SEO?

In order to receive optimal SEO from a voice search, use more conversational long-tail responses/keywords and incorporate texts for advanced Google answers. Rich answers benefit extremely well from voice searches as they can provide them directly.

Example:

Normal Keyword: Fridge

Long-Tail Keyword: Stainless Steel Double Door Fridge.

By narrowing down your market, you’re likely to find users with more buying intent. You’re also more likely to rank highly.

Chatbots & Artificial Intelligence

Artificial intelligence and systems such as Chatbots, have come a long way. Its efficient way of combining piles of data, analytics and tracking software, mixed with its advanced intelligence, means it can perform competitive and mundane tasks much faster than any human.

It also means that individuals can now be personally marketed through a Chatbot system with tailored messaging to suit.

ecommerce SEO

A recent announcement made by Facebook at the F8 Developer Conference proposed that brands will soon be able to send customer support via Facebook Messenger to Chatbots. This creates another incredible eCommerce portal through social media, as the current Messenger app garners approximately 900 million active users every single month.

This software will help bridge the gap of personalization – a highly regarded business trait that the majority of consumers have come to expect whilst online shopping- but one that online brands rarely get right.

Now To Utilise These eCommerce SEO Tips

Opportunities for businesses to maximise their eCommerce SEO are constantly arising, and in order to be successful, it is important to foresee these changes to ensure an efficient and effective digital marketing campaign.

Over half a billion people around the world have access to at least one mobile device, and most are connected to multiple appliances. With this alone, we could see digital marketing step out of its broadcast bubble and into an entirely new immersive space. Marketing will become so heavily ingrained, that we won’t be able to differentiate the distinction between advertising and the real world.

It is the year 2017, and whilst we have not quite reached that level yet, there are many ways that eCommerce brands can incorporate incredibly interactive and creative marketing schemes that will help keep you relevant and ultimately provide you with the tools to maximise your SEO.

acidgreen is an award winning e-commerce agency  specialising in Magento, Shopify Plus and digital marketing with over 15 years of  industry experience. Our certified developers and digital marketers are highly qualified to create aesthetically pleasing Magento and Shopify Plus websites that generate the highest amount of conversions and provide the best ROI. Be sure to follow us on LinkedInFacebook and Twitteror give us a call to learn more about our services.