The last week of the year is often a time for reflection, both personally and professionally, and more often that not, resolutions are made. Marketers in the e-commerce world think about so many aspects of marketing, merchandising, and customer experience daily, it is hard to think of resolutions to set the stage for a better 2019.
Here are our top three resolutions:
1. Quality over quantity: Too often marketers try to create more, do more, and end up producing content that isn’t high quality. It’s tempting to give into every ask from a sales team or other content requests without thinking of the broader strategy and mapping back to the original content plan.
Quality matters to the consumer. Don’t rush to produce a product description or image that isn’t exactly as it needs to be. Take the time to translate or localize, resize for a specific channel or medium, or personalize if possible. We produce so much content, but studies show typically 5% of content accounts for 90% of customer engagement. Focus on what works and leave the rest.
2. Context matters: Context is what makes a great piece of content or image relevant to your buyer. Content needs context or the consumer will not feel emotionally connected or engaged.
A picture of a boat or a car is fine as part of a bigger campaign, but show a family waterskiing off the boat or road tripping down a sunny country road and voila - you have context. This goes for just about anything including furniture (shop the room), fashion (shop the look), or tool set (unboxing video). Context engages and connects the buyer and the biggest bonus? Context drives conversions.
3. Customer experience for the win: Marketing teams work diligently to create omnichannel experiences, amazing promotions, and everything in-between. However, the best e-commerce marketers know if the focus is not customer-centric, the likelihood of true engagement is low.
A predictions post from 2018 in MarTech Advisor said, “Price is out. Experience is in.” And this is very true. The top e-commerce performers in 2019 will offer the best customer experience across the board. This means consistent product information, seamless online and off-line buying, and easy access to anything needed to make a purchase. Social commerce is here to stay. Buyers want simple and streamlined, so make sure you provide both every step of the buying journey.
While 2019 is not going to be dramatically different than 2018, e-commerce is always evolving. Organizations that don’t focus on delivering exceptional customer experience, quality, and context for their buyers may not make to 2020.
Want to learn more e-commerce best practices? Download your copy of Turning Browsers into Buyers here.
Omnichannel marketing and the extensive use of mobile technology has made it easy for anyone to browse and buy products with the tap of a finger. Consumers are skipping crowded shopping malls and heading online for their holiday shopping. Approximately 57 percent of consumers this season chose to shop online when searching for the perfect holiday gift.
Understanding how to bring consumers to your online shop through campaigns, promotions, accurate product descriptions, and content that uses the right keywords and phrases is essential for business growth. Not surprisingly, Google is the most popular search engine and captures close to 85% of mobile traffic, however, most shoppers start with Amazon.
According to a recent CBS News report, consumers are expected to spend about 4.1 percent more this holiday season than last. They are also expected to shop through their mobile devices to find the best deal. Holiday shopping is well underway, but is your holiday keyword strategy optimized?
Google Adwords has made it easy for businesses to drive web traffic using their search engine optimization (SEO) service to drive potential buyers via keywords. To optimize effectiveness, promotions run through Google can display which keywords are performing better than others. Research conducted by Volume Nine through SEMrush.com found which keyword phrases are essential to use this holiday season.
People often “window shop” through SEO and the holidays are the perfect time to turn these browsers into buyers. Here are the most commonly used phrases this holiday season:
Although holidays are a time for giving, they are also a time for deals. Many shoppers are on a budget so finding a deal and the perfect gift during the holidays is the best of both worlds. Consumers on a budget use these important keywords:
Oftentimes people give gifts to impress, which means not everyone is looking for a deal. Luxury gifts need to also be considered when thinking about relevant keywords:
Promotional offers are not only a way to generate more revenue for businesses, but they can also increase conversions on product pages when done correctly. Use promotional keywords related to holiday gift shopping discounts to target those looking to save money, such as:
When picking out the correct keywords this holiday season take into consideration what worked and did not work in 2017. Keep the top-performing keywords and ditch the ones that did not drive conversions. Remember: your target audience needs to be considered first when choosing the proper keywords for your business or brand. Stay relevant and customer-centric across all channels and look to optimize everything, starting with keywords.
Want to learn more about how to create content that converts? Watch the webinar: Killer Content and Context: What Work to Drive Conversions on Product Pages.
About the Author:
Christina Welky is a graduate from the University of Illinois at Chicago with a concentration in marketing and communication. She generates marketing content that drives conversations.
Translations are a significant part of any product information management (PIM) deployment. If you sell globally, speaking to consumers in their own language is essential for certain geographies and marketplaces. Translations also improve customer experience and facilitate a seamless purchase process when product information is translated expertly.
inRiver works with leading translation agencies to ensure customers have access to best-in-class services. What are the biggest differences between translation agencies? How do you select the right one to support your business objectives?
Take a look at the answers to some of the questions we asked our partners from LanguageWire, Translations.com, Semantix and Lionbridge. Each agency offers amazing services and solutions – discover which one best meets your needs. Don’t miss the PIMtalk podcast, The Translation Agency Battle, to hear our partners battle it out on air while delivering more insights.
Question: What makes your solution the best for translation needs?
Question: What are the critical metrics of success for translations in e-commerce?
Question: Coolest use-case you've seen for your solution?
The varied use cases of translations are hard to ignore in global e-commerce organizations. To learn more about the value of translations and how to measure success, please listen to the PIMtalk podcast, The Translation Agency Battle.
A special thank you to our translation agencies for their insights.