By Author Eloise Edstein

Harness Brand Loyalty: How To Hold Onto Your Customers

How do you convince consumers you’re worth more than just a one-night stand?

In 2018, eCommerce retailers are more than aware of the growing decline in brand loyalty. Fast fashion is thriving, cross-border eCommerce is on the rise and online shopping has never been bigger. However, with the perpetual growth of eCommerce comes a serious dive in customer lifetime value and brand allegiance.

Why?

brand loyalty

Because consumers are no longer limited by choice.

Most online consumers consider themselves internet-savvy or tech-wizards, and the majority are more than happy to spend hours crawling search engines to find the cheapest price or best value for money rather than remain loyal to your brand.

Many brands still fail to encourage brand loyalty because they rarely strategise beyond the initial purchase. Retailers must understand how to use marketing strategies to convert one-time buyers into recurring customers.

So, how can retailers and marketers harness brand loyalty?

Enhance Customer Experience

Consumers shop online based on four key factors:

    • Price
    • Quality
    • Speed

And most importantly…

    • Customer experience

In 2017, it was reported that 89% of businesses compete solely on customer experience.

Monogamy is dead. As a business, you can be in denial about it all you want but the truth is, consumers just do not care about you in that way. They can and will hop on any opportunity to shop elsewhere. However, by making sure you’re the best they’ve ever had, you may just be able to trick them into coming back.

You can do this by including clear and effective CTA buttons, and chatbots that appear as soon as a customer has landed on your site. LivePerson states that 71% of online customers expect help within five minutes.

You can also make sure your site is mobile friendly (in 2018, this is a must) as Google reports, 52% of customers state they are less likely to purchase from a retailer due to a poor mobile experience. The mobile device also offers other customised opportunities that the computer can’t i.e. location-based integration as well as social media, SMS interaction and push notifications.

Provide Total Transparency

95% of unhappy customers share their bad experience (Zendesk). It’s almost impossible to avoid negative reviews entirely. However, brands do have greater ability to control them. Be the first to reach out to your customers to ask them for feedback. Then reward those customers who respond. If they leave a negative review, respond to them publicly and acknowledge a resolution.

Acquiring customer reviews and promoting them throughout your online channels fosters greater trust and transparency, which in turn will aid brand loyalty. Customer feedback is also priceless to your ongoing marketing strategies, as that rich data can greatly inform future decisions and enhance your overall awareness of your brand’s target audience.

Provide Discounts & Loyalty Programs

Don’t be naive. Perform rigorous and constant research on your competitors. Find out exactly what they’re offering and what their differentiators are.

Beyond that, offer exclusive perks to your consumers that will encourage brand loyalty.

A proven method involves utilising loyalty programs. Give your customers free shipping or access to monthly promotions if they create an account or opt-in to receive emails. Enhance the VIP treatment by providing exclusive access to new products, then capitalise on this by requesting feedback.  

These programs don’t need to be designed as a one-size-fits-all, either. Deliver appropriate awards proportionately i.e. according to purchase volume and frequency.

Retailers can also increase brand loyalty by offering points to consumers beyond the purchase point; reward them for simply making it to the checkout page by sending them an abandoned cart email. Slip in a little discount (that only they can access). In 2018, this should be a tactic that all eCommerce stores utilise. In fact, consumers are smart enough to expect it.

Dotmailer reports that both UK (13%) and US (15%) consumers will abandon their shopping carts purely in the hope that retailers will offer a last-attempt discount to win the customer. Even more than that, around a fifth of consumers abandon their carts on multiple websites in order to find the best deal. Though it doesn’t guarantee your cart abandoner will return to complete the purchase, it does mean they’re less likely to go to a competitor because they found a lower price elsewhere.

brand loyalty

Know how to exploit the customer lifecycle; it’s cheaper to retain a customer than to acquire a new one.

Greater Personalisation Tactics

Make them feel special. Give them an intimate experience they won’t forget by providing personalised content. More than half of millennial consumers rate personalisation as one of the most important factors when deciding which brand to purchase goods from. This is just another way online stores can encourage brand loyalty; Virtual Incentives suggests that brands who personalise their customer experience are recognised by consumers as smart, unique and caring.

Brands can strengthen their personalisation strategies by implementing marketing automation tools e.g. utilising email marketing personalisation tags that can be added to both the subject line and email body. Promote offers using friendly, informal language:

  • “You might also like…”
  • “We recommend…”
  • “People who bought this, also bought…”

brand loyalty

According to Dotmailer, personal touches don’t just incrementally increase open rates, they also result in up to 6x more online conversions.

Implementing A Brand Loyalty-Centric Strategy 

To be successful in 2018, retailers need to take an unabridged approach to marketing and focus on the entire customer journey. Brands must rise simultaneously with consumer expectations in order to meet demands and consumer requisites. According to Bain & Co, increasing customer retention rates by as little as 5% could boost overall profit anywhere from 25% to 95%.

If you’re overwhelmed or unsure of where to start, acidgreen are your reliable, full service digital agency and eCommerce professionals. We use our own comprehensive business intelligence and analytics tools to identify our clients’ most valuable consumers and turn raw data into actionable insights. These insights then help us enhance the customer experience and consequently increase your brand loyalty.

 

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 LinkedIn, Facebook and Twitter, or give us a call to learn more about our services.

By Author Eloise Edstein

Australian Retailers Must Utilise Cross-Border Ecommerce Now

What is cross-border ecommerce?

 

cross-border ecommerce

Cross-border ecommerce defines online international trade. It involves the purchase of products via an online merchant outside of the consumers national borders i.e. the buyer and seller are not located in the same country and use different currencies (and perhaps different languages).

The norties have given rise to cross-border ecommerce for both B2C and B2B providers, as it offers an immense opportunity for merchants and brands to seamlessly grow their online customer space and effectively, increase online sales.

However, many merchants all too quickly render cross-border ecommerce too complex due to the perceived challenges that could incur for both the brand and the consumer. Especially for Australian companies; our distance from the majority of the first world can seem an intimidating feat to overcome.

The biggest challenge seems to be the fear of maintaining a frictionless and localised customer experience for the consumer, whilst simultaneously providing scalability, control and adaptability for the merchant.  

The general consumer poses the question:

“How can I trust a brand priced in a foreign currency with opaque delivery services? What if it’s not what I want? What is the risk? What taxes will be levie?”

The answer:

If you’re currently exercising your business as a successful domestic site that goes above standardized requirements, opening the doors to international borders could create a huge opportunity for your brand/business to grow your customer base, and incrementally increase sales. It’ll also simultaneously strengthen the overall merit of your brand.

How Can You Get Involved In Cross-Border Ecommerce?

Platforms like Borderfree (established 1999) provide hundreds of online retailers the opportunity to ship more than 200+ countries. Their platform allows shoppers to checkout in the shoppers local currency, take advantage of platform-exclusive offers, make multi-merchant orders and rely on trustworthy, international shipping regardless of where they happen to be placed in the world.

In late 2016, Pitney Bowes launched borderfree.com in Australia, and now leading home-grown brands such as Tony Bianco, R.M. Williams and Adore Beauty are taking full advantage of the platforms reach and its assurance for international growth.

cross-border ecommerce

 

According to McKinsey and Company, in 2016 the value of cross-border ecommerce amounted to over $50 billion AUD. Moreover, Australia was estimated to be the fourth most popular source of products, just behind the US, Japan and Korea.

Australian retailers would be silly to disregard the potential opportunity. 

How Do Retailers Tap Into Huge International Markets?

According to Nielsen, in 2018 cross-border ecommerce is set to grow to US$307 billion across six core markets: US, UK, Germany, Brazil, China and Australia.

Australian merchants tapping into the Chinese market alone, will immediately afford access to over 300 million potential shoppers – those same shoppers who happened to spend over US$500 billion entirely online in 2015. As Jack Ma, CEO of Alibaba has stated,

“In other countries, ecommerce is a way to shop. In China, it’s a lifestyle”.

Moreover, it’s been reported by Startrack that 38% of Japanese consumers purchase goods overseas. With our (reasonably) close proximity to the asian market, this is an extremely exciting statistic for Australian merchants. One that is surely hard to brush off…particularly for retailers selling cosmetics, premium wine and vitamins/supplements (Startrack reports these as the most popular items Japanese shoppers tend to buy from Australian retailers).

Additionally, cross-border ecommerce for Australian merchants allows for many quick-wins with countries where English is their first language. Excluding the obvious US & UK, we can’t forget countries such as Canada, where cross-border orders account for 75% of the country’s entire ecommerce market. Other tempting markets include the Netherlands, Germany and Scandinavia where English is fairly proficient across the board – enough so that shoppers will not be put-off by English-based websites.  

How Can You Prevail In Cross-Border Ecommerce?

If you are going to go-ahead with cross-border ecommerce, it’s important to note there are a few things on your ecommerce website that will need to be enhanced and customised for cross-border success. This all comes down to knowing who your international shoppers are and how, why and what they shop for i.e. What country are they buying from? Which timezone are they located in? What season is it where they are? This is particularly important for clothing brands, as Australians typically follow a different climate pattern to the rest of the world. It’s also important to research your international competition and point out exactly what makes them successful.

Customising your online store to target specific regional needs (that are proven traffic-sources for your brand) will speedily increase the likelihood of converting your cross-border shoppers.

How Can Small Businesses Lead Cross-Border eCommerce?

“Local retailers have a huge opportunity to take advantage of cross-border shopping. The first step is to ensure your technology is aligned” – John Banfield, CEO of BPAY. 

As The Australian points out, cross-border ecommerce is not just limited to the larger, untouchable retailers. Business scalability has never been more painless. In fact, the flexibility and adaptability that all small businesses require in order to survive give them a landslide advantage over larger, less-adaptable corporations.

The Australian also reported that in 2016, the number of Australian trade businesses increased (for the third year in a row) by 2.4%. This can be put down to the extreme growth of small businesses. The growth of small businesses can then be put down to the billions of consumers all over the world making online shopping their number one location for consumer goods.

cross-border ecommerce

Borderfree says, cross-border ecommerce “should be just as easy to buy fine tailored tweed from the U.K as it is to shop at your local corner store in Australia.”

So, rather than sitting back and waiting for the rest of the country to do it before you do, stop procrastinating and find out how your online store can get involved in the cross-border conversation.

Here at acidgreen, we’re more than happy to help you accomplish those goals. As a full-service digital agency (Magento and Shopify Plus Partners), we have over fifteen years ecommerce experience helping our diverse range of clients achieve ultimate online success. Contact us today and find out how your company can confidently reach beyond the Pacific.

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 LinkedIn, Facebook and Twitter, or 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.