By Author admin

Dotmailer’s Effective Email Marketing Tips and Advice

Dotmailer is a leading marketing automation platform with effective email practice at its core. Recently, they produced a Best Practice Guide on 5 Tactics for Better Email Practice based on their takeaways from the 2016 DMA Consumer Email Tracker Report. 

To ensure a successful and effective email marketing campaign, we’ve covered some of their basic email marketing tips below:

effective email marketing tips
Dotmailer

One thing that is absolutely imperative to understanding effective email marketing, is to acknowledge that the email platform is more powerful and accessible (with the help of mobile and tablet devices), than ever before. Henceforth , as Dotmailer explains, a key prioritisation needs to be about the customer and their user experience.

Effective Email Practice

Do Not Alienate Your Customer

According to a report produced by Forrester, customers who experience, ‘disgust, anger, or a feeling of neglect’ during a brand interaction are around eight times more likely not to forgive that company’. There is an overwhelming amount of noise in the average consumer’s inbox and the idea is to delight your subscribers.

This is where the importance of segmenting comes into practice.

Segment your emails to relevant customers only- not every email will be suitable for your entire clientele list. Knowing this is fundamental to maintaining effective email practice. By doing so, customers will feel more comforted and assured that they are receiving personalised and meaningful emails that are catered directly to and for them.

This all falls under Dotmailer’s urge to exceed expectations. Do more than what is necessary.

Accept That Ghost Accounts Exist

By refusing to accept that the average consumer has more than one email address, you are being of great detriment to your company and its success. By the end of 2016, a total of 79% of respondents (Forrester) admitted to intentionally using a seperate email address for any marketing communication and more than half of customers confessed to keeping live but dormant ‘ghost’ email accounts… their reason for vacating that particular email account? Marketing overload.

effective email marketing
email marketing tips

 48% of customers professed to receiving anywhere up to twenty brands/businesses- what makes your message more desirable than the other 19?

‘What are your brand’s emails delivering that will keep you in touch with your customer wherever they roam?’ – Dotmailer.

In order to identify which customers are actively engaging with your emails, it is vital to maintain a clean database, which means:

  • Updating your customer details.
  • Cleaning your data free of accounts that have become unengaged/inactive for an extended period of time.

The matter of your campaigns success correlates directly with the cleanliness of your data.

Security 

The DMA report indicates that brand trustworthiness has hit an entirely new low. Be sure to promote your protective side. The distrust adopted by consumers has caused the result for increased regulation. The General Date Protection Regulation (GDPR) will officially come into practice in 2018, which will provide individuals with greater control over their personal data. Email marketers should anticipate and prepare for this change – reassure customers that they can trust you.

The easiest form of effective email practice is to be honest and open with your customers. Tell them, what data you are collecting and why you are collecting it/how are you going to use it?

Create a Preference Centre. Let your subscribers customise what they want to see e.g. volume, frequency and category of emails they want to receive from you.

Don’t Become Spam

It is a tried and tested fact that hiding the unsubscribe link within the depths of your email largely increases your chances of being sent to Spam- 35% of consumers are likely to send you/the sender to spam because they are unsure or irritated by your complicated ‘unsubscribe’ system.

Educate your customers on what the ‘unsubscribe button’ actually means. A lot of users complain that they still receive emails from your business- e.g. explain to them that unsubscribing from your mailing list will not stop transactional emails from coming through. This is crucial for effective email practice.

It is also worth reminding your subscribers of exactly how and when they signed up. Over a third of customers claimed they are unsure as to how/why they are receiving your emails.

Mobile Centricity

More than 50% of email use is now performed through mobile devices. Unfortunately this statistic does not match the rate of conversions made through mobiles, as only 8% buy directly from the phone.

email marketing tips
effective email marketing

The smartphone dominates everything for the millennial generation except for conversions. What’s going wrong?

This conveys a clear weakness in businesses mobile campaign strategy.

  • 31% of customers who open up your email on their mobile device will wait until they can purchase on their PC or laptop.
  • 22% would prefer to visit the store.

The statistics presented above reflects an opportunity for better mobile marketing. Businesses need to strategise and effectively work around taking their email marketing to the small screen effectively. That’s not to say that campaigns should be designed exclusively for mobiles- your email needs to be read easily on a variety of devices. Less is more and simplicity is fundamental to an effective email strategy.

Strategising for multiple devices will be time consuming and somewhat rigorous and testing is imperative, but the outcome will be extremely beneficial to your business.

Email is still at the top of the digital marketing chain, but this all depends on the best practice of responsible email marketers. More strategy needs to be done to avoid alienating consumers. Businesses can no longer get away with assuming their consumer is ignorant. Modern consumer’s are intelligent and empowered– it is their decision as to whether or not they want to be persuaded, so give them a reason to be.

Remember: Knowledge is King-

‘Knowing what consumers think of your communicating drives you to become an even better email marketer’- Dotmailer. 

acidgreen is an award winning Magento Australian company with over 15 years of web design and development experience. Our certified magento developers, digital marketing executives and designers are highly qualified to create aesthetically pleasing magento websites that generate the highest amount of conversions that provide the best ROI. For more information on how to get started with acidgreen’s magento design and development services, and to avail of a free quote on your magento websites, contact us today!

By Author admin

Game-Changing Features of Magento 2

The late David Bowie stated eloquently, ‘Changes… turn and face the strange’.

magento 2 features list
features of magento 2

While his statement was not consciously written to chronicle Magento and its recent remodel, Magento 2, the concept still inimitably applies itself.

Magento 2 is the latest release by the most popular open source eCommerce platform in the world. It assists B2B and B2C by providing omnichannel shopping experiences, enhanced performance and scalability with unrivalled flexibility.

Ultimately, the new and improved features of Magento 2 aim to provide higher conversion rates and ROI to all its clients.

The leading platform’s empowering self-declaration is to, ‘change the world of eCommerce’.

Features of Magento 2 13

Now, the question remains; does it deliver?

acidgreen was one of the first Magento partners in Australia, and we definitely believe it does… here’s a few reasons why:

If you’re reading this, there’s a high chance you’re a current client of Magento 1. After all, with the excess of 240 000 shops run by Magento out there, it comfortably dominates at 25% of the worldwide eCommerce market. It’s not hard to understand why either- it’s SEO friendly, easy to extend, rich in features with optimal functionality and above all, developers and site owners have full control.

Magento 1 has had over eight years of proven success and it still remains effective. However, the new features of Magento 2 prove it to be even faster, better, harder and stronger.

Features of Magento 2:

No Wait Time 

One of its most obvious advancements is its improved cache system. In M1, optimizing caching was done so through extensions. Now, it is built in with support for Varnish caching- meaning no more third party installation. This reduces the amount of queries and instead relies on an internal database system

In simple terms, this means quicker loading times. Content is delivered to customers faster, therefore maximising the user experience and ultimately leading to higher conversions rates.

Plus, the database actually features statistics of lost conversions due to time spent waiting for page loads. So you’ll know if something isn’t functioning properly.

If you don’t fully understand the benefit, just consider this statistic: a 1 second delay on your site can mean a 7% loss in conversion. 

Features of Magento 2 3

Streamlined Checkout

Think about when you’ve gone to checkout your items on an eCommerce shop. Ever been annoyed by the arduous sign up/’checkout as guest’ situation? As it turns out, this is a fatal flaw for many customers.  Luckily, this is no longer an issue.

The modern system has been broken down into two simple steps:

  1. Collect customer info,
  2. Collect billing info- billing address information is only needed if it is required by the payment method.

The system automatically assumes the customer is a guest and it will pick up on those already registered via the email field. They are then offered the opportunity to log in.

Its checkout system has further been upgraded through the integration of high performing payment gateways e.g. PayPal, BrainTree, Authorize.net, WorldPay (Enterprise Edition), CyberSource (Enterprise Edition) that weren’t previously supported.

M2 also features an improved order summary page by enabling the ability to incorporate product images and/or videos in the customer shopping cart. This makes for a more interactive, dynamic customer experience.

Features of Magento 2 1

SEO Maximisation

A crucial feature for a successful web shop is a high search engine ranking. M2 has incorporated new improvements to help make sure you’re at the top of the list.

M2’s new XML sitemap improvement means you can set the priority and frequency for any page type i.e. products, categories and CM pages. Plus, as well including Google Analytics tracking, eCommerce tracking and AdWords (much the same as M1) it has also added Google Tag Manager. GTM allows you to quickly and more efficiently update tags and code snippets to your site.

Moreover, with the help of Rich Snippets- an addition that allows you to add product labels without the hassle of third party extensions, you can take use of your site structured mark-up data. This will inevitably make your product page stand out in Google search results.

Features of Magento 2 10

Other Features of Magento 2:

  • It has officially minimized and bundled JavaScript, thus reducing unwanted browser’s operations.
  • With its new image compression function clients now have the option to optimize images directly on the server using M2’s built in tools, rather than having to do it manually.
  • The M2 Admin Panel Dashboard displays statistics such as: Average Order, Last Orders, Lifetime Sales, Last and Top Search terms- therefore assisting you/the client in monitoring your state of business.
  • Magento 2 is in full support of the latest versions of PHP which comprise new security fixes as well as improvements on functionalities that directly affected the web store’s speed.

Features of Magento 2 4

Grasping an understanding of the new features of Magento 2 and its superior functionalities, it is easy to justify making the transition to the modern program. Particularly when the said transition leads to higher conversion rates and larger ROI.

acidgreen is an award winning Magento ecommerce web design development company with over 15 years of web design experience. Our certified magento developers, digital marketing executives and designers are highly qualified to create aesthetically pleasing magento websites – that generate the highest amount of conversions and provide the best ROI. For more information on Magento 2 and how to get started with acidgreen’s web development services, contact us today.

By Author admin

Conversion Rates: Increasing online business success

The success of your online business is conversion rates. Conversion is your ability to get people to perform some sort of action from your online store, whether it be making a purchase, signing up for a newsletter, creating a wish list or starting a free trial. However it’s the transaction that you’d want to really focus on as it’s essentially what puts the money in the bank. This conversation rate is calculated by the following:

Screen Shot 2016-11-24 at 11.30.43 am

Why are Conversion Rates Important?
conversion

Your conversion rate is actually more than a mere measure of sales – it’s a measure of how well your store is being perceived by your customers. Your store is the gateway between your target consumers and the products you want them to walk away with. Just like retail assistants do everything they can to give customers a good shopping experience, your ecommerce site needs to do the same. Give them a seamless experience and they’ll walk away with a purchase. Give them a bad one and they’ll simply close the window without giving your brand a second look.

Because there are so many factors that can include conversion, it’s hard to pinpoint just one or two factors as the reason for low or fluctuating conversation rates. Your site analysis can give you clues as to why you’re not converting more customers – for example, if you’re losing customers at checkout, it could be that your customers have security, payment or price concerns. If you’re losing customers on your product pages, it could be that you’re not presenting enough detail or the right kind of information about your products.

But the good news is, there’s always room for improvement. Whether your conversion rate is 3% (the current industry average) or 13%, you can always implement new strategies to help increase your sales.

1. Help your customers find what they’re looking for

One of the biggest reasons shoppers leave an online store without buying isn’t because of the price. Rather it’s because they can’t find something they want and essentially give up. There and two easy ways to help your customers find the right products and increase your conversion rates – search and faceted search.

  • Search: Improving your product search capabilities is one of the best ways you can increase your conversion rate. Your search bar should be large enough so that it’s easily visible, and should appear consistently throughout your site. It’s also a good idea to enable autocomplete for search phrases, both to minimize typing for your customer and present him or her with related search options.
  • Faceted Search: Use faceted search options to help customers narrow their searches according to various product attributes, including category, size, colour etc. In addition, configure your search tool to include common misspellings and synonymous phrases to increase relevancy of results.

2. Merchandise your products

Once your customer finds a product and clicks on it to learn more, you need to ensure that they’re convinced enough to make a purchase. This means using quality images with zoom, detail views and even videos are great ways to merchandise your product. A big no-no is not to rely on canned or pre-written product descriptions – not only would Google’s algorithms pick up on this and reduce your search engine ranking, but it also looks generic and tacky. Create detailed and unique descriptions for all your products and tailor it to your specific target audience.

Customer ratings and reviews are also a highly effective way to reassure customers of its value and worth. By providing credible and social proof to support your own claims that it’s a product worth buying, there’s a higher chance of a transaction occurring. It also may reduce the number of customer support calls/inquires you get as customer reviews tend to answer a range of questions that would be on potential buyers minds.

If you wanted to take merchandising to the next level, you can implement upsell and cross-sell techniques. On the same page as your product, suggest more expensive items your customers might also like (upsell) or suggest related items other customers may have purchased along with the product they’re checking out (cross-sell).

3. Use clear and compelling CTAs

conversion3

Call to Actions are an essential part of your website as it’s what gets your customer interacting directly with your products or services. Effective CTAs direct users into taking a desired action through concise and visually appealing buttons and help your online business achieve its defined goals and increase conversion rates. A good rule of thumb is to start your CTA with a verb and be concise as possible. Register Now, Add to Basket and Proceed to Checkout are all familiar and efficacious examples. They’re prompt, they’re direct and they are the gateway to adding numbers to your conversation rates.

An additional note to consider is your use of primary vs secondary CTAs. Whilst your main goal is obviously for a user to make a transaction, some users are simply not ready to purchase anything. So don’t turn a blind eye on secondary goals such as newsletter subscriptions, social media interaction and wishlists and will allow you to be a familiar face to your potential customer.

4. Make your site fast

‘Slow and steady wins the race’ is a predominantly wise saying, but not when it comes to loading pages. Online shoppers can and will abandon a shopping experience with no hesitation because of pages that are too slow to load. In face, according to a 2010 study Gomez conducted, 25% of online shoppers will exit a page after 2 – 6 seconds of wait time. Utilising tools such as Google Page Speed and Yahoo! YSlow which allow you to measure page load times and working with your technical team to pinpoint potential bottlenecks are good ways to QA your website and not compromise your conversion rates.

Other recommendations for optimising overall site performance also include:

  • Making sure caching is enabled on your site
  • Cleaning up any inactive CMS pages and remove out-of-date promotions and products
  • Archive old orders and limit your shopping cart lifespan
  • Using a global Content Delivery Network (CDN) to serve static content and HTML files
  • Limit the number of concurrent promotions and disable any functionality you’re not using

5. Be mobile friendly

conversion2

This aspect cannot be stressed enough. According to comScore, 4 out of 5 consumers use smart phones to shop, so it’s absolutely foolish to not design your website to be mobile friendly. Your site should be easy to navigate without having to pinch and zoom, with all images optimized for mobile so that they load quickly. A good recommendation is to make your site scalable. This means that it automatically detects mobile or smaller browsers and reformats itself into a simplified version with big mobile-friendly buttons and calls to action.

Failure to do this will definitely mean a high percentage of customer turn arounds from your site. No one likes to keep pinching to view your content. So keep those conversion rates high and opt for a mobile friendly site.

6. Offer multiple payment and shipping options

conversion4

Every individual is different. And so is their payment and shipping method. It’s important to accommodate for everyone who may have different views in the transaction process – some don’t mind entering their credit card details, others like PayPal for it’s security. Some would rather save money and wait out the average postal period, others would happily pay for a premium to have their package at their doorstep the next day. Withhold a preference and you risk cart abandonment, so the more options you provide, the higher your conversions rates is likely to be.

Acidgreen is an award winning Magento ecommerce web design development company with over 15 years of  web design experience. Our certified magento developers, digital marketing executives and designers are highly qualified to create aesthetically pleasing magento websites – that generate the highest amount of conversions and provide the best ROI. For more information on Magento 2 and how to get started with Acidgreen’s  web development services, contact us today.