Today wrapped up the ETail conference at Boston, and as I followed the Twitter stream (#etail) some great little gems appeared, so I thought I’d share them here. They are not all attributed – that’s the nature of Twitter sorry!
The big main theme for the day… be customer-centric. Make the experience as easy as possible for them in order to succeed. People need to be heard. They hate to feel like the brand they spent $ on is ignoring them.
Listen to the customer and field staff. Define a feedback mechanism. Be willing to change for a better customer experience.
Invest in keeping visitors on your site. Keep them in the funnel and keep them moving down.
Critical key to success – 70% of shoebuy.com customers were repeat purchasers in 2010. That’s up from 28% in 2002.
The average upclick from consumers shopping on websites w/ the green “Trusted” browser bar is 17.8%.
35% of @amazonrevenue comes from product recommendations. Personalize your customers’ experience!
ECommerce tidbits from Lucky Brand Jeans:
If you are measuring ecommerce (as you must be) then Lucky Brand Jeans @luckycharliec say there are 6 must have reports:
1. Marketing source by day.
2. Product sales by day.
3. Conversion report by day.
4. Product sales by channel.
5. Homepage link analysis.
6. Detailed Daily Reporting by Marketing Mix.
Lucky also say:
Sending their cart abandonment email ‘right’ away doubled Lucky’s conversion rate.
Sometimes you tweak it ’cause you don’t like it. That’s OK as long as you measure the results.
Craig Wax on why video works: 65% people learn thru visual, 25% auditory, 10% text. Webcopy can’t compete.
YouTube or Vimeo? Either but push contextually relevant way.
‘Man on the street’ video or ‘highly produced’? Again, both work well.
Average customer satisfaction score increases by 20% when video is included on eCommerce site. – Javier Salom
The more complex the product the greater the conversion rate of product video.
Staples.com – Show an awesome branding video around “easy” campaign – how it’s evolved strategically & how it becomes operational.
Google reports mobile originating searches for the word “Shopping” up 30X (yes 30X) from 2007-2011.
Sales or visits, either way 30% contribution from mobile channel seems to be a remarkable number.
Mobile search is the top of any conversion funnel. Failing to invest could mean missing customers in the beginning.
Lastly - talkabout a wake up call to how far behind NZ is from the USA – many of our clients are just getting cart abandonment emails started, and then we hear this!:
#Birkenstock sends up to 5 cart abandonment emails out to shoppers and they may do more! No offer on 1st three, then 5% and 10% off
For more information on Etail visit the official website.
And search for presentations, you might be lucky and find some shared! What’s your next conference?