Today I want to talk about the 4 types of content, which will help you to increase demand and motivate potential buyers to pay for your goods. First of all, consider the sales funnel your online store, and try to figure out how the content can increase sales. Sales Funnel: motivate customers to buy.
What is a sales funnel? This marketing system. This is how you turn your website visitors from a potential customer in a real buyer, and then in the DC.
What is the purpose of the sales funnel? The challenge is segmenting your customers and then accompanied to make a purchase
For example, imagine that you decide to make your own oil. To pour oil bottles, you'll need a funnel. Why? Because you do not want to throw and drop.
Sales Funnel your site is arranged roughly in the same way. It leads your customers a certain footpath, and allows you to eliminate any distracting elements and does not allow customers to leave empty-handed.
Your sales funnel - it's how you drive and process Lida. Virtually the entire process is accompanied by content:
To attract customers to your website you need quality content.
In order to convert new visitors into leads, you need content.
To convert disabilities into buyers, you need content!
Content marketing - is the creation and distribution of relevant / valuable content to attract a well-defined target audience. Do this process the universal goal? Perhaps, this goal is to increase customer actions that bring you profits.
Now that we have defined what is a sales funnel and content marketing, let's take a look at four types of content that are ways to motivate your visitor to make a purchase.
1. Video reviews
According to a study resource reelseo.com, about 75% of the surveyed people said that they are more likely to buy something online, which shows movies with a demonstration or explanation of how a particular product looks or is used in real life. In addition, I suggest you the statistics of the same study:
96% of customers believe that the videos allow us to make a more informed decision.
58% of people believe that the brands who shoot video, have more confidence.
If you are using video reviews in your own sales funnel, this allows your potential clients to understand the look of a particular product in real life, as well as learn about the methods of its application. Video motivates people to ensure that you buy a particular product because they already know what it is in reality.
Shop Online Bike Store lets you watch a video overview of the bike on the product page:
In this era of digital video, technology helps customers make better decisions, and not be afraid to buy a pig in a poke. In 2016, video reviews of products in online stores are becoming more popular.
2. Customer Reviews
Social proof - it is a phenomenon that makes people trust in the actions and words of others, and encourage to do the same. Social proof - it is a type of conformity and harmony with the fact that if someone said so, then it is really so.
The same way of thinking is triggered in the case of customer reviews on your page. Show reviews next to your product or service, and they motivate more people to pay money for them.
Examples of the use of social proof on the site:
The full version of the infographic "How reviews and huskies change online trade" we have published previously.
Comments and reviews from real customers better motivated than you do to persuade potential customers to buy you something. It is known that 61% of consumers read reviews on the Internet before they buy anything online store.
3. Discounts
What happens to your buyers who throw items into the basket, and then close the page? Are they lost forever?
And it would not have let them go.
Research Baymard Institute agency, showed that about 69% of people are left with the basket of goods before they decide to make a purchase. To motivate people to pay you, you need to figure out what to do with abandoned baskets .
On the other hand, you can display a pop-up window that will appear for a certain segment of visitors, and also offer the visitor a discount. Recently, we published a case online store mobile accessories, which told how to increase conversions by 35% - more on this .
Returning to the theme of abandoned baskets - you can, for example, to send a letter to all customers who left abandoned shopping cart, and to offer a discount on any item in the list. This will help you get them back to the site, and it is likely that they will pay immediately all the products that used to be thrown in the trash. But this method requires that the user is already logged into your store.
4. Guarantees
The last type of content that is able to encourage visitors to buy - it is your guarantee. It is this point involves the exchange of information with the terms and conditions of the goods.
This content must be easily accessible. A great example can be seen in the online store Video-shopper, there is an insert with information about safeguards, as well as the signature under the photo of the goods.
You may have encountered The 100% guarantee that sellers are lured, people. Like, the seller will not be satisfied until the client will be fully satisfied. Successful companies are responsible for their products and their services, and so happy to provide guarantees.
Sophisticated content on the page or return policy guarantees your site will allow you to earn credibility in the eyes of potential customers.
To summarize
Today we will discuss 4 types of content, motivating potential customers to make a purchase, and now it's time to use this content. Your goal - to hold visitors throughout the funnel, and turn them into paying regulars.
Think about your own sales funnel and fill the site with useful content. Encourage visitors with the help of video reviews of satisfied customers, discounts, and free return or exchange policy.
Interaction with partners - one of the most important points in the work on the development of an online store. Partner Program provides many retailers 60% of monthly income, says manager for cooperation with partners Greg Hoffman . This result can be achieved if the right to build and develop relationships with partners and train them. Hoffman described how this can be done in practice.
"How to place a link" or "what is the HTML code ". I never think followed that advice and always tried to help beginners, but not allowing them to take up all my time.
I help them with specific issues in the field of commerce and then show them forums, blogs, podcasts, meetings or conference participants affiliate programs, where they can raise their level of knowledge. The duty manager to engage, educate and motivate each partner to join the program. You never know what treasure you can to stumble in the process of working with partners, particularly with those who are you working for a long time.
when we get success first time
Let's look at an example structure of the affiliate program, and find out how to work with partners. Let's say you have 55 partners, two of them - the owners of affiliate online stores. The next three - professional bloggers, the sixth - a search partner, seventh and eighth - niche partners, and the ninth and tenth - coupon sites. Sales of these ten partners can reach 60% of monthly sales. The remaining 45 partners - is different bloggers, universal online shopping, coupon sites. All of them require special attention and a personal training if you want to be actively selling them. Your goal is to expand this list of partners for the next year to 110.
Do not be lazy to talk on the phone with your partner as often as possible. Try to understand what they need for successful work and provide them with the information they need most, based on their chosen method of participation in the affiliate program. As a rule, your partner pretty good idea of what they are doing; they only need to suggest how they can do better.
Owning a partner online stores need constantly updated catalogs and on the best-selling product information. Bloggers need current data about sales and special offers. Niche partners should have an idea of what banners give better conversion, as well as to know about the features of the promoted product, which are not mentioned on the website. Owners coupon sites have to receive information about exclusive products.
Teach time explaining
And, of course, they need to be sure that any question relating to customer service will be solved immediately, and their interests are not prejudiced against the backdrop of the interests of the vendor. It is important to remember that affiliate - your partner, not the customer. Partner does not need beautiful newsletter "about anything" - he does not want to hear that your product is the best, he wants to know how he can increase sales and raise conversion rates.
An experienced manager will spend their time on the preparation of the newsletter, which includes lists of "hit" products and key phrases, as well as information about new products, the planned agreements, the best clients and unique ideas for business development that have not used the affiliate. Do not just direct mail. Refer to each partner individually through the personal mail, phone, Twitter, Facebook, and blog. And remember: the professional level of your partners can and should constantly increase.
Based on materials website FeedFront.com site
* Affiliate (English the affiliate -. Amer "branch, division" (organizations, firms effective form) -. Kind of a partner paysite or online store, which is not directly engaged in the sale of goods or the provision of paid services, and features on your site an affiliate link to another online store, or a paid site, and visitors to its website, have fallen on this link and bought a product or service out there, they are considered to be involved. an affiliate of such sales is transferred to a certain percentage or fixed amount, provided his partner up.
In modern conditions of shortages of time Internet users do not have time to catch all of the information coming to them. Over the past 5 years, the Internet publishing formats declined - from the full articles began to move to the blogpost, from LJ Twitter today. E-mails and articles remain unwritten and unread, the book does not open, and internet Like ruled. It is much easier to press a button than to come up and write at least 140 characters of text T Vitters IH. What content in this regard is to write online shopping, and whether at all - we found out with Alexander Grishin, a professional journalist, the author of the online magazine for journalists and copywriters "Editor."
Anna Zyabreva: What text would be better to sell - information with maximum details about the product or entertainment-oriented emotions?
Alexander Grishin: Depends on the product and the audience. Spare parts for the car is probably better to sell on the characteristics. Goods for Slimming will certainly be better to ask, if you sell them with emotional texts and descriptions of the possible, unfortunately, unattainable, the future. If you do not know what to write, place all the photos. Add customer reviews. No reviews yet - bring the goods home or in the company of friends and try to "sell" it to them. After collect their opinions and the reasons why they have bought this product.
Select two or three options, and publish in their own online store.
Anna Zyabreva: Is it possible to the owner of their own to write a working text for your store, or better to see a professional journalist (another specialist) I do not use the term "copywriter", because a copywriter myself now considers anyone who even slightly knows how to write in Russian and quality the texts of many of them worse.
Alexander Grishin: I believe that the owner of a small shop (with a turnover of up to one million rubles a month) should he write all the basic texts on the site. It should also set the standard - the style and form - materials. To do this, you need to write one text for one product in each category. On the basis of written materials to develop a template that you can then give to "fill in the letters" a freelance copywriter.
It is important to understand that if you create a template (I call it "kopigidom"), the cost of descriptive text for the online store site can not exceed $ 2 per 1000 characters.
Anna Zyabreva: How, in your opinion, will change the behavior of Internet users in the next year or two? Will they no longer read and write, or less, or even stop?
Alexander Grishin: Modern media are not conducive to the development of creative users. In our modern society established trend data consumption and a sluggish response to it with the help of clicks (likes, "I like it"), photographs and collages. Now, it seems that users have mostly become less pressing keys. There is a clear distinction between those who write and those who work with the mouse.
Another factor reducing the writing is too much information for the consumer. To write, you need to explore (a good writer always "laboratory assistant") and explain things and events to yourself and be willing to convey his views to the other. If you look at teenagers and their media environment, they all have a ready explanation given - in the "Comedy Club" and the TV series "Extern", for example. They no longer think for themselves . Anna Zyabreva: If users focus of attention shifted to the side of social networks as marketing will evolve in social networks? He is now in its infancy in Russia. What is the role of journalism in this process?
Alexander Grishin: I do not know how well, but there are groups in "VKontakte", who sell a large enough range of goods. They placed images using the private messaging clarified questions about the availability and delivery of goods. stores Integration into social networks is slow (in Russian, of course, slower), and I do not think that the format of "online shop in the social network" can replace a traditional online store. From my own experience, I would say that a page or group on a social network can serve as a great channel for promoting and getting feedback from customers to offline stores and companies providing services in the B2C sector.
Anna Zyabreva: What's better for an online store: write a long text of the original item description or write the minimum required to keep the attention of the user, and then try to entertain and keep the user in the format of social networks - pictures, videos, huskies?
Alexander Grishin: The online store a user comes to meet its current demand. In most cases, it falls to an online store from the search results on interesting request. For the owner of an online store, it is desirable, even necessary, to the user, "landed" only to landing pages that best fit his request.
The detailed descriptions of well do not work on the item card, and in the section "Articles", if such a partition is present on the site. You can also write quite a long description for the category, with the very item card images work well. If possible, make sure you add the video - it stimulates consumer confidence well. Do not worry, it is unprofessional - it causes more confidence amateur video, rather than shooting in the studio.
Anna Zabra: How to write a text to be opened and read? Is the title of the announcement and is 80% of the success of the text?
Alexander Grishin: We need to come up with a killer headline - is the only way to draw attention to the article. Following the lead you want to create (an explanatory paragraph), add an image or video. Today, everything is already accustomed to receiving information in Gmail style: preview header + first letter strings. Do not arouse interest? Go to the basket or, in the best case, the archive and then in the basket. Interest may increase and the clip, signaling that the letter has some attachment (this is interesting!).
Similarly sites works and multimedia content.
The texts on the websites of all occur in a similar way. You need to quickly catch the visitor heading, encourage start reading the article and when it will be ready to stop reading, let him content in a different form of perception: photo, video or audio
How to personalize content from the online store? 5 Good reception.
In a typical store, experienced consultants consider the buyer detect his behavior, and already based on this, suggest it to a particular product. The same tactic can be used in the online store.
Today I would like to tell you about the importance of personalization content from the online store, and how to implement it in their own project.
Contents of the article:
What is personalization for an online store?
Using dynamic content to welcome visitors
Personalization of products offered on the basis of previous purchases Poll
Using variations of products to best meet customer requirements
Retargeting former customers using advertising
Bonus: the use of services with personalized email newsletters
Personalizing content in the online store, you will be able to provide each customer the most suitable solution for him. The online approach is no longer working with a single solution for all.
What is personalization for an online store?
You've probably ever experienced consultants in clothing stores to help you choose the appropriate thing? There is even a probability that they really helped to choose what suits you the size and image. The same personal interaction experience can be extended to e-commerce. So what is the personalization in e-commerce?
Using a variety of data and tools, you can make specific messages and offers, as well as recommend such products, which are more likely to have arranged your potential customer. Mon amounted analyst dedicated to how personalized shopping increases the conversion online stores.
Let's highlight a few facts:
75% of customers like personal appeal from brands and shops
74% of online shoppers depressing content that is not related to their interests and tastes
61% of consumers like different promotions and special offers, even if you have to sacrifice for the sake of data privacy shares.
Although personalization in e-commerce - is a very important step, many shop owners on the internet are not even aware of the term.
How to start a personalization?
Most online stores today presented static content is the same for all customers. And this happens even when everyone knows how the unique tastes and preferences of each person. Let's look at a few ways in which you can begin to personalize content.
Use dynamic content to welcome visitors
According to statistics from Janrain, 74% of online shoppers are irritated, if presented in the store content has nothing to do with their interests and tastes.
Today we are witnessing the growing popularity of services that allow you to create dynamic content based on segmentation and lists. This, for example, allows you to make certain categories of visitors, the criteria which will be based on their history of use of your store.
Let's look at a service called YAGLA, with which you can show different titles, subtitles, buttons, call to action, to sign the application form and the image depending on the request in contextual advertising.
Dynamic content
Dynamic content allows you to make an individual offer for a specific need. For example: the one who makes the choice for the price - offer. Anyone who looks at the delivery condition - emphasizes free shipping. As a result, this improves the response of the users, the conversion into sales.
Instruments:
A / D conversion using testing ChangeAgain.
A / B testing with a focus on sales calls and Ronstadt
YAGLA to generate dynamic content.
Personalization of goods based on a survey of previous purchases
Another way to customize the content is to use a special survey before the customer can make a payment. This will allow you to gather enough information for users to realize the personal approach.
Craft Coffee is very successful in this. Offering coffee subscriptions, the company managed to reach a very high level of personalization. Before the buyer will be able to order, he will need to quickly answer a few questions about their "coffee tastes".
Although I am not a big fan of coffee, this approach seemed to me very effective for several reasons.
First of all, it proves that I do not change their taste preferences. This eliminates the doubt when buying, because, although I am not aware of the differences in the taste of coffee with different degrees of roasting and different ratios of grains in the hood, I'm sure, at least, the taste will be about the way I want!
Secondly, this approach is effective, as the purchase process is very interactive. It is more personalized than simply adding products to cart. I like to answer questions by adding new products.
Finally, completing the payment process, I know that in the future the company will have roughly know my taste preferences, and I will always get the desired products.
Instruments:
Collect responses from visitors using the service Antilog or Zim poll.
Individual product recommendations via RetailRocket.
Suggest variations of products that best meet customers' requirements.
Surely you are often faced with the fact that T-shirt M size ordered from the online store is different from your favorite T-shirts, which are also worth marking M. Often, sizes, and styles of clothing items are different in different brands, and it confuses the buyer.
Fortunately, you can avoid similar misunderstandings, offering its customers the opportunity to specify options.
For example, look at Indochino Suits. Despite the fact that the store specializes in selling costume sets, you can slightly change the characteristics of the equipment before paying for the goods. In fact, you can adjust the sizes for themselves.
Why is this done? Offering its customers a level of personalization, maximum store meets the needs of its customers.
Retargeting old visitors with the help of advertising
Today retargeting quite actively discussed online marketers. This term implies a motivation for the former customers come back to you in the store.
If someone visited your store, and left without buying, you can later re-engage these potential customers by offering them something exclusive, based on their past experiences with the store.
Retargeting also personalization toolSome shop owners are using retargeting to return to potential customers who visited the site, leave the goods in a basket, but do not pay them for whatever reason.
Also, I suggest you learn a little more about this strategy:
5 principles of configuring and testing retargeting for an online store. Types retargeting traffic types
Instruments:
Service reEnter - anti-crisis solution for shops
How to set up remarketing with Google AdWords and Analytics?
Bonus: Use services with personalized email newsletters
Today, you can find a myriad of services, specializing in personalized email newsletters. Previously, I have already given ready email templates that you can use the 9 cases, such as abandoned shopping cart.
What do you think about personalization? Could you share with me and other readers own examples of effective personalization?
Dynamic content allows you to make the individual offer for a specific need. For example, the one who makes the choice for the price - offer. Anyone who looks at the delivery condition - emphasizes free shipping. As a result, this improves the response of the users, the conversion into sales.
Instruments:
A / D conversion using testing ChangeAgain
A / B testing with a focus on sales calls and Ronstadt
YAGLA to generate dynamic content
Personalization of goods based on a survey of previous purchases
Another way to customize the content is to use a special survey before the customer can make a payment. This will allow you to gather enough information for users to realize the personal approach. Craft Coffee is very successful in this. Offering coffee subscriptions, the company managed to reach a very high level of personalization. Before the buyer will be able to order, he will need to quickly answer a few questions about their "coffee tastes".
Although I am not a big fan of coffee, this approach seemed to me very effective for several reasons. First of all, it proves that I do not change their taste preferences. This eliminates the doubt when buying, because, although I am not aware of the differences in the taste of coffee with different degrees of roasting and different ratios of grains in the hood, I'm sure, at least, the taste will be about the way I want! Secondly, this approach is effective, as the purchase process is very interactive. It is more personalized than simply adding products to cart. I like to answer questions by adding new products. Finally, completing the payment process, I know that in the future the company will have roughly know my taste preferences, and I will always get the desired products.
Instruments:
Collect responses from visitors using the service Antilog or Zim poll.
Individual product recommendations via RetailRocket.
Suggest variations of products that best meet customers' requirements
Surely you are often faced with the fact that T-shirt M size ordered from the online store is different from your favorite T-shirts, which are also worth marking M. Often, sizes, and styles of clothing items are different in different brands, and it confuses the buyer. Fortunately, you can avoid similar misunderstandings, offering its customers the opportunity to specify options. For example, look at Indochino Suits. Despite the fact that the store specializes in selling costume sets, you can slightly change the characteristics of the equipment before paying for the goods. In fact, you can adjust the sizes for themselves
Why is this done? Offering its customers a level of personalization, maximum store meets the needs of its customers
Retargeting old visitors with the help of advertising
Today retargeting quite actively discussed online marketers. This term implies a motivation for the former customers come back to you in the store. If someone visited your store and left without buying, you can later re-engage these potential customers by offering them something exclusive, based on their past experiences with the store.
Some shop owners are using retargeting to return to potential customers who visited the site, leave the goods in a basket, but do not pay them for whatever reason. Also, I suggest you learn a little more about this strategy:
5 principles of configuring and testing retargeting for an online store. Types retargeting traffic types
Instruments:
Service reEnter - anti-crisis solution for shops
How to set up remarketing with Google AdWords and Analytics.
Bonus: Use services with personalized email newsletters
Today, you can find a myriad of services, specializing in personalized email newsletters. Previously, I have already given ready email templates that you can use the 9 cases, such as abandoned shopping cart.
What do you think about personalization? Could you share with me and other readers own examples of effective personalization?
How to personalize content from the online store? 5 Good reception.
In a typical store, experienced consultants consider the buyer detect his behavior, and already based on this, suggest it to a particular product. The same tactic can be used in the online store.
Today I would like to tell you about the importance of personalization content from the online store, and how to implement it in their own project.
Contents of the article:
What is personalization for an online store?
Using dynamic content to welcome visitors
Personalization of products offered on the basis of previous purchases Poll
Using variations of products to best meet customer requirements
Retargeting former customers using advertising
Bonus: the use of services with personalized email newsletters
Personalizing content in the online store, you will be able to provide each customer the most suitable solution for him. The online approach is no longer working with a single solution for all.
What is personalization for an online store?
You've probably ever experienced consultants in clothing stores to help you choose the appropriate thing? There is even a probability that they really helped to choose what suits you the size and image. The same personal interaction experience can be extended to e-commerce. So what is the personalization in e-commerce?
Using a variety of data and tools, you can make specific messages and offers, as well as recommend such products, which are more likely to have arranged your potential customer. Mon amounted analyst dedicated to how personalized shopping increases the conversion online stores.
Let's highlight a few facts:
75% of customers like personal appeal from brands and shops
74% of online shoppers depressing content that is not related to their interests and tastes
61% of consumers like different promotions and special offers, even if you have to sacrifice for the sake of data privacy shares
Although personalization in e-commerce - is a very important step, many shop owners on the internet are not even aware of the term.
How to start a personalization?
Most online stores today presented static content is the same for all customers. And this happens even when everyone knows how the unique tastes and preferences of each person. Let's look at a few ways in which you can begin to personalize content
Use dynamic content to welcome visitors
According to statistics from Janrain, 74% of online shoppers are irritated, if presented in the store content has nothing to do with their interests and tastes.
Today we are witnessing the growing popularity of services that allow you to create dynamic content based on segmentation and lists. This, for example, allows you to make certain categories of visitors, the criteria which will be based on their history of use of your store.
Let's look at a service called YAGLA, with which you can show different titles, subtitles, buttons, call to action, to sign the application form and the image depending on the request in contextual advertising.
Dynamic content
Dynamic content allows you to make an individual offer for a specific need. For example: the one who makes the choice for the price - offer. Anyone who looks at the delivery condition - emphasizes free shipping. As a result, this improves the response of the users, the conversion into sales.
Instruments:
A / D conversion using testing ChangeAgain
A / B testing with a focus on sales calls and Ronstadt
YAGLA to generate dynamic content
Personalization of goods based on a survey of previous purchases
Another way to customize the content is to use a special survey before the customer can make a payment. This will allow you to gather enough information for users to realize the personal approach.
Craft Coffee is very successful in this. Offering coffee subscriptions, the company managed to reach a very high level of personalization. Before the buyer will be able to order, he will need to quickly answer a few questions about their "coffee tastes".
Although I am not a big fan of coffee, this approach seemed to me very effective for several reasons.
First of all, it proves that I do not change their taste preferences. This eliminates the doubt when buying, because, although I am not aware of the differences in the taste of coffee with different degrees of roasting and different ratios of grains in the hood, I'm sure, at least, the taste will be about the way I want!
Secondly, this approach is effective, as the purchase process is very interactive. It is more personalized than simply adding products to cart. I like to answer questions by adding new products.
Finally, completing the payment process, I know that in the future the company will have roughly know my taste preferences, and I will always get the desired products.
Instruments:
Collect responses from visitors using the service Antilog or Zim poll Individual product recommendations via RetailRocket Suggest variations of products that best meet customers' requirements
Surely you are often faced with the fact that T-shirt M size ordered from the online store is different from your favorite T-shirts, which are also worth marking M. Often, sizes, and styles of clothing items are different in different brands, and it confuses the buyer.
Fortunately, you can avoid similar misunderstandings, offering its customers the opportunity to specify options.
For example, look at Indochino Suits. Despite the fact that the store specializes in selling costume sets, you can slightly change the characteristics of the equipment before paying for the goods. In fact, you can adjust the sizes for themselves.
Why is this done? Offering its customers a level of personalization, maximum store meets the needs of its customers.
Retargeting old visitors with the help of advertising
Today retargeting quite actively discussed online marketers. This term implies a motivation for the former customers come back to you in the store.
If someone visited your store, and left without buying, you can later re-engage these potential customers by offering them something exclusive, based on their past experiences with the store.
Retargeting also personalization toolSome shop owners are using retargeting to return to potential customers who visited the site, leave the goods in a basket, but do not pay them for whatever reason.
Also, I suggest you learn a little more about this strategy:
5 principles of configuring and testing retargeting for an online store. Types retargeting traffic types
Instruments:
Service reEnter - anti-crisis solution for shops
How to set up remarketing with Google AdWords and Analytics?
Bonus: Use services with personalized email newsletters
Today, you can find a myriad of services, specializing in personalized email newsletters. Previously, I have already given ready email templates that you can use the 9 cases, such as abandoned shopping cart.
What do you think about personalization? Could you share with me and other readers own examples of effective personalization?
In this section:
How to increase the average check in the online store? 8 effective techniques.
Holders Mnogo.ru bonus cards will receive discounts at the online store E5.ru
The scroll bar on the site - is evil? Usability for navigating the online store.
Identity and correct errors in the online store to increase conversion.
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5 ways to explore the demand for the goods before the opening of the online store. Before you open an online store, it is important to find out whether your product is sufficient demand. I strongly recommend that you do not ...
Dynamic content allows you to make the individual offer for a specific need. For example, the one who makes the choice for the price - offer. Anyone who looks at the delivery condition - emphasizes free shipping. As a result, this improves the response of the users, the conversion into sales.
Instruments:
A / D conversion using testing ChangeAgain
A / B testing with a focus on sales calls and Ronstadt
YAGLA to generate dynamic content
Personalization of goods based on a survey of previous purchases
Another way to customize the content is to use a special survey before the customer can make a payment. This will allow you to gather enough information for users to realize the personal approach. Craft Coffee is very successful in this. Offering coffee subscriptions, the company managed to reach a very high level of personalization. Before the buyer will be able to order, he will need to quickly answer a few questions about their "coffee tastes".
Although I am not a big fan of coffee, this approach seemed to me very effective for several reasons. First of all, it proves that I do not change their taste preferences. This eliminates the doubt when buying, because, although I am not aware of the differences in the taste of coffee with different degrees of roasting and different ratios of grains in the hood, I'm sure, at least, the taste will be about the way I want! Secondly, this approach is effective, as the purchase process is very interactive. It is more personalized than simply adding products to cart. I like to answer questions by adding new products. Finally, completing the payment process, I know that in the future the company will have roughly know my taste preferences, and I will always get the desired products.
Instruments:
Collect responses from visitors using the service Antilog or Zim poll Individual product recommendations via RetailRocket
Suggest variations of products that best meet customers' requirements
Surely you are often faced with the fact that T-shirt M size ordered from the online store is different from your favorite T-shirts, which are also worth marking M. Often, sizes, and styles of clothing items are different in different brands, and it confuses the buyer. Fortunately, you can avoid similar misunderstandings, offering its customers the opportunity to specify options. For example, look at Indochino Suits. Despite the fact that the store specializes in selling costume sets, you can slightly change the characteristics of the equipment before paying for the goods. In fact, you can adjust the sizes for themselves
Why is this done? Offering its customers a level of personalization, maximum store meets the needs of its customers
Retargeting old visitors with the help of advertising
Today retargeting quite actively discussed online marketers. This term implies a motivation for the former customers come back to you in the store. If someone visited your store and left without buying, you can later re-engage these potential customers by offering them something exclusive, based on their past experiences with the store.
Some shop owners are using retargeting to return to potential customers who visited the site, leave the goods in a basket, but do not pay them for whatever reason. Also, I suggest you learn a little more about this strategy:
5 principles of configuring and testing retargeting for an online store. Types retargeting traffic types
Instruments:
Service reEnter - anti-crisis solution for shops
How to set up remarketing with Google AdWords and Analytics?
Bonus: Use services with personalized email newsletters
Today, you can find a myriad of services, specializing in personalized email newsletters. Previously, I have already given ready email templates that you can use the 9 cases, such as abandoned shopping cart.
What do you think about personalization? Could you share with me and other readers own examples of effective personalization?
An interview with Brenda Spearing (Brenda Spiering), managing editor of the online news portal BrighterLife.Ca, created to generate additional targeted traffic to the main site of the company of Sun Life the Financial. The company has achieved incredible success by using only high-quality content marketing strategy, highlights of which we will discuss today.
What are the problems you could solve by creating an information resource?
Our main site offers consumers a variety of financial products. However, we have experienced significant difficulties with targeting. Users can search for an answer to a variety of issues related to money, family, health, work, and do not know what their problem can help solve one of our company's products. We had not been established communication with them, potential clients. BrighterLife.canada - information site about money, health, beauty. Here, any user can find the information you need, to get advice, share a problem - and, of course, to learn about our financial products. Thus, we form a community of loyal customers who trust us. But this is the most important thing in any company. BrighterLife.canada for us - a kind of generator of leads, not pressing on the consumer, working gently and credible.
What tactics do you use to form such a community?
First of all, we had a meeting with all of our key employees and explained to them what we expect from publications. And now, with a portal operates Advisory Board, which includes representatives from all the company's major departments. All articles are written in simple language and very informative. We try to focus on key topics, discussing the various challenges and opportunities - money, health, family, work, and layoffs. Brighter Life does not endorse and is not forcing our financial products! We just try to discuss the problems that may arise in everyone's life, and that may lead to the need to turn to us for help.
Tell us a little about the team that is working on the portal?
We have our own writers and guest. We also work with the third-party content agency that helps us with articles, video releases, infographics. Core team - it's me, the executive editor, editor of the website is responsible for the actual published materials, and digital consultant.
As you generate content and promote it?
We use a variety of promotional channels: a census in social networks, search engine optimization, the arrangement with bloggers and major media about the paid publications. An important part of our strategy - be encouraged users to comment on and subscribe to our RSS feed.
What results have you achieved by using content marketing?
We launched our content program in September 2011. And so what we have achieved to date:
The number of visitors is already about 35% of the traffic on our main website, SunLife.ca
Traffic continues to grow exponentially and is becoming a major source of leads for the company
For the first 9 months of the conversion of visitors with disabilities accounted for approximately 4% of the total number of visitors to the site, which resulted in the 8700 transition to the main site
currently, the number of pages in the portal is approximately 620 000
The average time browsing the site is 2 minutes 30 seconds
The number of subscribers to the portal in Facebook and Twitter is about 13,000
How do you plan to develop the resource further?
Of course, we will continue to expand our "library" of information materials, including the publication of new videos and infographics. In addition, in 2013 we are going to actively develop the resource in terms of its structure:
implementation of the drop-down Sub-menus within each category, which will facilitate site navigation
Update site services and financial calculator
Optimization of the portal for mobile devices
new solutions that will simplify and improve the interaction with site visitors
Give the most interesting from your point of view, an example of content marketing from other companies.
I would like recommends you should be thought about company KraftRecipes.com and Nike. KraftRecipes.com definitely built a strong community of loyal visitors by forming a vast library of recipes and recommendations on food intake, and Nike attracted a large audience, enabling users to build maps of their routes, to publish stories about their achievements and share their experiences about various sports.
The purpose BrighterLife.ca is to offer people basic social values, they form a kind of sense of belonging to the community, offering tips and tools that will enable them to better navigate the world of money, family, and work relationships. We call it - to make life brighter!
