Tag: Marketing


Why Word of Mouth Marketing is so Effective for eCommerce Businesses

Posted on December 26, 2019 by


Arlen Robinson is the co-founder and VP of Business Development at OSI Affiliate SoftwareHe is also the host of The Ecommerce Marketing Podcast where he discusses marketing strategies with experts from all over the world.

The eCommerce landscape is getting more competitive. Creating an online store has now become easier because of all the tools available to the public. This means that anyone who has a product to sell can now have their own online store that can be created in a few clicks. However, creating an e-commerce website is only one part of the business success journey. You also need to promote your store. This can be done easily with word-of-mouth marketing. 

What is Word-of-Mouth Marketing?

They say that word travels fast. Even in the old days when there are no media, information is still passed from one person to another. The reason for this is word-of-mouth. Every person has the ability to communicate with another and this allows them to pass the word easily. Due to this, news can travel from one person to another and spread into a bigger social circle. 

The same can happen online. News can travel fast from one person to another. And it is not done through voice. It can even be done through online content. News about something can be passed on social media and anyone from any part of the world can learn about it. Ecommerce businesses can take advantage of this by encouraging word-of-mouth marketing for their products and services. 

Word of mouth marketing examples can vary. It can come from a simple review from your customer. It can be a detailed blog post about your products and services. It can also include social posts about your products and services. The result is that it can encourage new people to find your brand and use your products and services. 

Why Word-of-Mouth Marketing Works for Ecommerce

Some of the biggest brands that grew in the eCommerce industry are done through word-of-mouth. While you may try other forms of marketing, it will not be as effective. The reason behind this is this is the only form of marketing that has the greatest capacity to grow and you can scale it up at a lower cost. 

Here are some of the main benefits of this form of marketing.

It Works Because It is Based on Trust

When you promote a new product to another person, you will need to gain that person’s trust. He doesn’t know you and he needs to get to know you first. The reason for this is that he has to believe what you are saying, He can only believe you if he trusts you. 

In word-of-mouth marketing, trust is taken out of the equation. This is because this is done by people who have already established relationships with the person who they are promoting the brand to. When this is done, the brand, product or service is shared with a family member or friend. The relationship is established and trust is already there. The result of these promotions often leads to sales because of the level of trust that is already present between the promoter and the invited.

It Works with Hot Leads 

As mentioned, word-of-mouth marketing is effective because it works with leads that are hot. These are people who have the highest chance to convert. Unlike cold calling where you are randomly targeting someone hoping that they can convert into a sale. This form of marketing already looks for hot leads that can convert into a sale. And because of that, it works.

Higher Customer Lifetime Value

Customer lifetime value is based on how long a customer is willing to transact with your brand. If a customer is said to have a greater lifetime value, it means that he or she is willing to work with your brand for a longer period of time. This means that you gain lifelong customers instead of one-time sales. This has far more value to a business for the profits that you can generate from this type of customer is greater.

 Low Implementation Cost

You’ll also like this form of marketing because it is not that expensive. Unlike Facebook or Google advertising where you have to spend thousands of dollars to get a sale, this only leverages the people who are already buying from you and relying on them to promote your products and services for you. This gives you free promotion. This means that you no longer need to constantly justify your brand and products to other people. They will promote it for you.

How to Encourage Word-of-Mouth Marketing in your Business

Knowing what word-of-mouth marketing can do for your business may have led you to think of ways on how you can have it. Well, it ultimately depends on your customers. You cannot force it. Your customers should promote you out of their own free will. 

Here are some tips or steps that you can take to encourage this type of marketing in your business.

STEP 1: Get to Know Your Audience Persona

Personas are created to have a clear picture of the audience’s demographics and other characteristics. This is designed so that the business owner cannot only understand the user. He also knows the user’s likes and dislikes as well as his behavior. Fortunately, designing an audience persona is easy. All you need to do is imagine your ideal prospective customer. From there, you can start creating your audience persona. You can list the likes, dislikes and basic characteristics of your target audience. You can also look at hobbies as well as basic needs. This will help you get a clear picture of your audience. 

STEP 2: Have a Message That Can Be Shared By a Community

Marketing today should be done for more than just getting a sale. It should be done to form a community. Brand building is no longer limited to the brand’s logo and products and services. It also includes the characteristics of the people that support it. This is the community and it embodies the brand and how it acquires new customers.

It is also important to focus on community building if you want to encourage word-of-mouth marketing in your business. As your community grows larger, you’ll have people who will immediately support you no matter what happens. They will promote your brand for you even if you don’t pay them. 

STEP 3: Give a Memorable Experience to the Customer

Your customers cannot promote you if they can’t even remember you. Recognition and recall are equally important when it comes to encouraging word-of-mouth marketing in your business. You need your potential customers to not only know your brand. They must remember it when they need to recommend something to other people. 

The key to being remembered is an experience. Customers don’t really remember the product or service that you give them. What they remember is how they felt when they worked with you. This experience can then transform into a story and this is what gets shared with other people. 

STEP 4: Give Them Something Worth Sharing

More than their personal experience with your brand, you can also create a twist or story around your brand that can be remembered by your prospects. I have seen how brands how carefully

crafted shareable videos or commercials so that their brand can be remembered easily. Products need not be retail items. There are even commercials for insurance products and it works. The key is to give the prospect a story that’s worth sharing. It is about giving them a story that they can associate with your brand. It doesn’t need to be direct but it should evoke emotion and should be easily remembered. 

To make your content easy to share, you should create a referral or affiliate program. This can be as easy as using a WooCommerce affiliate plugin or referral software. Brands like Best Drums Set Labs did this with success. 

Some Disadvantages

Word-of-mouth marketing can still have its disadvantages. While it is obvious how it can help your business, you still have to take these disadvantages into consideration when you choose to implement it in your brand marketing.

Misplaced Trust

Remember, that this works because of the high level of trust between the person who is promoting the brand to the people that they are promoting the product to. However, it is important for you to remember that the trust is on the person and not on your brand. This means that if the person starts disliking your brand, their referrals will do the same. This is the reason why you should strive to provide excellent service consistently. 

Unpredictable

You really cannot predict the results of your word-of-mouth marketing campaigns. While it is easy to launch, you don’t know if it will produce good results. The reason for this is because this is dependent on a variety of factors. It depends on your product, customer service, and community. All of these will contribute to the success of your marketing campaign. 

Also, there is freedom of choice. While there is trust between the referrer and the referral, the referral is still free to choose. They are not robots who just follow recommendations. They are still free to make their own choices. This is the reason why you should have a superior product before you even attempt to do this.

Unmet Expectations

Another problem that can come from this form of marketing is unmet expectations. When a referrer promotes a brand, they usually show the good sides of the product or service to prospective customers. When they do this, they create expectations. However, there can be a problem when these expectations are not met. This often results in abandonment. This is when the products don’t live up to the expectations created by the campaign. To stop shopping cart

abandonment, you should have a good product before you start your campaign. Also, services should also be at par or even exceed customer expectations.

Word-of-Mouth Marketing Tips

How can you encourage more people to tell their family and friends about your products? Here are some tips. 

1 – Create Something Worth Sharing

Word-of-mouth marketing can only begin if your customers have something worthy to share. This can be because your product is unique or their experience with you is so commendable that it is worth sharing. This is the reason why going another mile always pays in loads. This means that every effort that you expand on your customer is naturally paid in the long run. A company doing an awesome job at referral marketing is hunting bow Labs which helps companies to find hunting bows.

2 – Ask for Reviews

Another way to initiate conversations about your brand is to ask for reviews. You can do this in two ways. First, you can do it by just soliciting reviews through your website or social media profile. Another way to do this is to approach bloggers or influencers to do this for you. You can ask if you can send a product to them and they can review it in their own time. 

3 – Create Social Media Events

Another way to get shares is to host social media events. This can be as simple as a contest or giveaway or it can be a unique webinar. It should be highly relevant to your target market and they should be able to have a reason to share your event with their family and friends. The great thing about using social media channels is the ease of sharing. Unlike sharing a blog post that requires them to visit the website and share, all they need to do in social posts is to click the Share button and it can immediately get shared with their family and friends.

4 – Create Offline Events

Events should not be exclusively done online. It can also be done offline. You can invite people to an offline meetup, host training or hold a conference in your niche. This will be talked about in your niche and people will be talking about you.

5 – Work with Influencers

An easier way to encourage word-of-mouth marketing is to utilize influencers. Influencers are called as such because they have a considerable amount of followers who are willing to take action on their content. If you can get several influencers to promote your brand, you can have word-of-mouth marketing that is twice as powerful.

Word-of-mouth marketing truly has so many benefits to businesses. Not utilizing it is like leaving money on the table. Be sure to implement one of the strategies listed here so that you can market your website without the need to pay for each lead. It is an automated way of promoting your site sans the cost.

Omnistar

Omnistar provides affiliate software for growing businesses of all sizes. Any organization looking to increase their customer base can use Omnistar to set up and manage their own referral program. Designed for referral marketing beginners and experts alike, Omnistar helps businesses to realize the marketing potential of their existing customers. The referral software provides growing business with all the tools they need to create and manage their own referral program.

Posted in e-Commerce General

How to Optimize Conversion Rate with Text Marketing as an eCommerce Marketer?

Posted on December 19, 2019 by


Azat Eloyan is a digital marketer and mobile marketing enthusiast. With over 5 years of experience in content marketing and SEO, he believes that valuable and informative content is key. He is currently working for SendSMS which provides SMS marketing services globally.

Things have changed so quickly in internet marketing, and all of a sudden, we now find ourselves in a sphere where mobile-first has completely taken over. This development has further made customer engagement easier and better. All the changes happening have, however, not shaken SMS marketing from its place as one of the most powerful marketing tools available. Thankfully, it is also one of the least disruptive marketing channels that any business can adopt to communicate with their customers about their products.

Despite being referred to as a “boring,” “traditional” marketing medium, SMS is by no means showing any sign of decline in its efficacy level. When used properly, mass text messaging still has a capacity of teleporting your business to an incredible new height.

With the drop in the price of mobile devices, almost every consumer now owns a mobile device. This means that businesses constantly need to adjust their approach so that it fits the ever-changing needs of their customers.

The trends are clear indications that SMS marketing is not going anywhere soon. With that in mind, every eCommerce marketer needs to up their game to optimize conversion rates in text marketing. Here are a few actionable tips that you can adopt to improve your SMS marketing strategy for optimized conversion.

Proper Timing of Marketing Text Messages

We can’t emphasize this point enough. No matter the content of your text marketing campaign, the timing of your texts can either pull your targets towards you or push them away. 

Analyzing the behavior of your customers and the market play a long role in helping you understand when your audience will be disposed to receive your text. This will, in turn, help you to experience a boost in your interaction with your audience.

Note that there is no one-fits-all strategy as far as this is concerned. Each industry is different, and there is a need for you to do proper research to know the best timing for you. 

The point is that you should know the best time to send messages to your customers. For instance, as a restaurant owner, you would want to time your promotional messages to come in a few minutes before lunchtime or just when people are preparing for dinner. This requires some research from you, but it is worth the effort.

Make The Purchase Process as Seamless as Possible

Every text message marketing campaign comes with its purpose. For instance, it might be to increase brand awareness, get traffic to your website of drive conversion. Hence, you need to ensure the optimization of your content so that it achieves the goal you’ve set for it. 

The best approach here is to ensure that each objective has an incentive that your customers can benefit from. If you want to convert your customers, then you must make the process as seamless as possible. If you are adding a call to action to your campaign, ensure that it involves a process they can understand and handle.

Stealthily Incorporate as Many Promotions As Possible Into Your Text Message

Forget the 160 character limit. You can go over it with most bulk SMS tools. Today, several top-notch SMS gateways allow you to send long-form messages. Don’t be carried away by the removal of character count limitation. You still want to keep your messages short enough not to discourage readers. 

In the brevity of your message, however, you can still link it up to incentives, especially if you want to achieve a more positive reaction to your text messages. As a matter of necessity, you will need to teach the results of your campaign using reliable analytical tools. The presence of promotions in your text message campaign would make your customers anticipate your messages, and this has a way of preparing them psychologically to be receptive to your 

Keep Things Personal and Customized

Irrespective of the class of customers that you are targeting, you still want to keep your messages as personalized as possible. Indeed, it is still bulk SMS, but that doesn’t take away the need for personalization.

Experts suggest that customization brings the personal feel to your message, spiking brand engagement, and an increase in sales. This is where the use of surveys and other analytical tools to understand your customers comes into play. When you send content that reflects the interests and needs of your customers, it gives the feeling that you’ve taken the time to curate information for them alone.

There you have it, a few actionable strategies that can potentially turn your SMS marketing campaign from what it is to what you desire. They are very straightforward and simple to adopt. Take advantage of them today to optimize your marketing campaign.

Posted in e-Commerce General

Top Email Marketing Software for Magento and Shopify eCommerce Stores in 2019

Posted on November 22, 2019 by


email marketing software for Magento and Shopify eCommerce

eCommerce stores emphasize email marketing as it has stood the test of time and become one of the oldest yet effective messaging channels.

Emails continue to deliver strong results for brands at an average return rate of $38 for every $1 spent. Statistics like this make email marketing enticing. But to hit these numbers, you need to design a good strategy and pick the right tools. 

In this article, we focus on the top ten email marketing tools available online that can be integrated with your Magento and Shopify stores.

What to look for in email marketing software?

When looking for the right email marketing service, first, let’s understand what makes this channel effective and what to look for in a tool:

  • Campaign and spam testing
  • Deliver without failures 
  • Reliable automation that does not falter 
  • Rich reports to track your progress and conversions 
  • List management
  • Templates that are mobile-optimized
  • Responsive customer support
  • A user-friendly interface 
  • Affordable plans with the option to scale
  • Reasonable sending limits
  • Option to embed surveys and feedback 

Based on these must-have features, we’ve picked out the Top ten email marketing tools out there for stores running on Magento and Shopify.

Top email marketing software for Magento and Shopify

 

SendX

sendx

SendX is a great marketing tool that enables you to design, schedule and track email campaigns. It’s also designed to help build up your email list by adding forms – inline and pop-ups – in emails and on landing pages of your website.

It also takes care of automated email sequences. This means you can also automate your messages to reach the right user at the right time.

What we love about this tool is its drag and drop editor that enables you to create professional-looking emails in no time. You can even add countdown timers and personalize buttons,

SendX has a 14-day free trial after which plans start at $7.49 per month. It’s a reasonable price to pay for the rich features it offers. 

MailChimp

mailchimp

Using this tool, you can create beautiful and professional emails. It comes with an easy-to-use interface with a drag-and-drop builder. This makes it a go-to email marketing tool for anyone.

You can store and manage all your media and files in Mailchimp’s content studio. This makes it easy to find images and other files that you need to create your campaigns. 

Emails are automated and customizable so you can reach the right person at the right time in the right way. The tool also gives you real-time analytics that helps you determine which campaigns and emails are working.

Mailchimp is great for newly-opened businesses on a low budget as it offers the basics for free. Other plans start at $10 per month.

Hubspot

Hubspot gives you access to email automation and tracking. It also provides insights into your contacts so that you can tailor your content to suit your customers better. This helps get more leads and conversions.

You can keep track of your emails, their success rate, recipient responses through the analytics feature.

Hubspot is free at the start and you can upgrade as your business grows.

Listrak

listrak

This tool is not just great for email marketing, but also for mobile and social media. It has a seamless system of cross-channel orchestration.

Emails can be triggered upon events like cart or browser abandonment, successful purchase, new product alerts, and all transactional updates.

It is built on smart technology that can include predictive product recommendations into your emails. Plus, it gives you insights into customer analytical data such as the customer’s journey and their action items.

Marketo 

marketo

Marketo is known for its seamless and smart interface that is loved by eCommerce owners. It gives you the ease of creating well-crafted emails in a matter of minutes. 

It comes with automated A/B testing wherein you can test two different versions of an email campaign with your customers. 

Plus, In-depth reporting helps you measure the impact and ROI of each email sent.

But what’s great about Marketo is that it integrates web. Email, social and mobile channels to give you a 360-degree view of your digital marketing efforts.

Marketo doesn’t have generic pricing plans. You would need to contact them to get a customized package and pricing for your site.

Firepush 

Firepush

Firepush enables effective communication with customers through automated and personalized emails and SMSes. It also supports web push and Facebook Messenger messages.

It includes several easy-to-use features that are designed to attract or welcome first-time customers and to increase conversions from existing ones.

With this app, you will have access to automated abandoned cart recovery emails (launching soon), personalized welcome messages, delivery updates, and promotional offers. Firepush is also gearing up to release abandoned carts email service.

Firepush is great for those looking for a free service. It’s free to install and you can send up to 100k emails for the first three months. You can upgrade any time you like.

Newsletters by Promo.ai 

There was a time when it took hours or even days to put together an average newsletter. With ECommerce stores operating in such fast-paced environments, newsletters tend to sit on the backburner for a long time.

Stores keep growing subscriber lists but don’t find the time to create and send out quality newsletters and marketing material. Newsletters by Promo.ai addresses this gap by enabling store owners like you to generate creative and personalized newsletters quickly.

A nifty feature of this app is that it automatically imports your products listed on Shopify, latest articles, recent news and the like. You can also auto-inject your logo and styles. This makes it extremely convenient and fast. 

With the free version of the app, you can generate newsletters, customize your designs and download them. You can add your logo, colors, and styles too. Your newsletters will be optimized for mobiles and browsers.

If you wish to avail of their email send service and remove the ‘Newsletters by Promo.ai’ branding from the footer, then you can upgrade to a paid plan. You can also manage unsubscribers in line with the Spam Act and GDPR. You can test for spam before you send ou the newsletter. 

What we love in the paid version is that analytics is integrated and it gives you the right tools you need to track campaign success and also discover trends for the future.

Promo ai

Personizely 

This tool is designed to help boost conversions by converting new visitors into contacts. Then converting the contacts into customers. It does this by including pop-ups, widgets and web personalizations on your site to draw in more subscribers.

It enables you to creatively add ‘subscribe’ pop-ups to your website to build your contact database.

You can get started for free, but after your trial period ends, plans start at $29 month.

MoonMail Autoresponders

Moonmail

This tool makes running an online store much easier by automating much of the emails that need to go out to customers. These are event-based emails like upon payment received, shipping or delivery. 

MoonMail Autoresponders can launch and manage the automated email system from your dashboard within minutes. It has premade templates for ‘How did we do’, ‘Payment is pending’, ‘Want to order again?, ‘Review product’. You can choose to use these templates, customize them or create your own.

What we love is that the entire order flow can be automated with just a click of a button. And you can check every activity of emails using Google Analytics.

Shopify stores get 50 free emails every month. Plans start from just $2 per month.

Abandoned Cart Alerts Pro

Abandoned cart alerts

Statistics show that on average, 75% of online carts are abandoned around the world. But sending out cart recovery emails can help get up to 11% of customers to come back and make a purchase. 

Developed by aitoc.com, the Abandoned Cart Alerts Pro tool automatically sends emails to customers if they add products to their shopping carts but don’t complete the purchase. 

You can easily add discounts or include free shipping to encourage customers to make the purchase.

The Abandoned Cart Alerts Pro extension will soon be free and will become a part of an email marketing suite of aitoc.com.

Concluding thoughts

That brings us to a wrap on the top email marketing tools eCommerce stores should be using. The usefulness of a tool will depend on your requirements. A quick analysis of which stage your business is in and what you need out of a tool can help you pick the right solutions for your business. 

If you liked this article, you’ll love what we can do for your eCommerce store. We tailor product displays and recommendations based on your preferences. At the same time, we use predictive technology to push what would convert the most and boost your business.

Posted in e-Commerce General

The best features and plugins to increase eCommerce conversion at your Magento store

Posted on July 19, 2019 by


The eCommerce industry is growing competitive each day and online users have plenty of options to choose from. 50% of the total online sales in the coming years will be grabbed by the global eCommerce giants like Amazon, Alibaba, eBay, etc. It is hence inevitable for growing eCommerce retailers to completely make use of the opportunities to engage with their visitors and turn them into their customers. 

We have listed here some of the best features and its plugins to drive conversions at a Magento online store.

Live Chat

Live Chats replace the role of the salesperson in online stores. It acts as a virtual assistant and quickly addresses the questions of the visitors. Most people experience difficulties in fulfilling their orders and abandon their carts. Live chats reduce cart abandonment and increase conversion. Live chats also build a customer-retailer relationship that can bring in them repeatedly in the future. Freshchat and Zendesk are good live chat plugins for Magento stores. They are quick and provides productive features for the support team.

 

Push Notifications

Push Notifications in online stores are similar to In-store supermarket announcements. They quickly get the visitor’s attention and trigger their interest. With push notifications, retailers can initiate visitor engagement by letting them know about a new product in-store, a limited period special offer, or a seasonal item that could sell out soon. This gives the visitors an understanding of the products in the store and helps them to make an immediate purchase.  Push notifications are also used to remind visitors to complete their purchase of products added in their carts.

 

 

iZooto helps Magento retailers to send targeted and personalized push notifications to drive traffic, engagement, and sales.

WebEngage is also a good option as it provides pre-designed templates to create high impact push notifications. It allows retailers to have different notification settings for mobile and web.

Emailers

Emailers help retailers to establish a regular connection with their visitors/customers. Sending personalized emails tailored to their interests can help in bringing back the visitors to your store. Emailers also help to keep visitors informed on their wishlist, cart list and influence them to purchase them. 

Mailchimp is one of the widely used mailers by Magento retailers. It helps to recapture lost sales through recommendations and abandoned cart emails. It provides AI-powered, user-friendly tools anyone can use to be successful. Mailchimp puts the audience at the center so that retailers can send marketing emails and automated messages, create targeted ad campaigns, build landing pages, send postcards, facilitate reporting and analytics, and sell online.

Sendinblue is a complete all-in-one sales and marketing toolbox. The pricing is based on the number of email messages sent, rather than the number of contacts keet in the account. It also offers free accounts that allow you to send up to 300 emails per day (9,000 emails per month) 100% free.

Another great tool to check out is SendX. It is an extremely intuitive and affordable Email Marketing Software and a great Mailchimp Alternative. SendX allows you to send unlimited emails with every plan and pricing tiers. On top of that, you can also use their powerful rules-based automation and create bigger email marketing campaigns. And they’ll make sure you never get stuck thanks to their 24×7 Live Support. Paid plans start at $9.99/mo.”

Personalized Recommendations 

Recommendation carousels are product suggestions that are unique to each visitor based on their browsing history. They can be grouped into a single carousel or segmented by product type based on merchant requirements. Some of the popular companies that offer recommendations are Nosto, Barilliance, Celebros to name a few. They deliver one-to-one personalized product recommendations to every customer across the site.

(Recommendations by Nosto)

Site Search

The conversion percentage of visitors who search is 2X greater than the visitors who browse through the store. Search results have to be intelligent, accurate & fast to achieve this.

Tagalys Site Search Tagalys sorts products in search results based on what is most likely to increase revenue. It also allows retailers to merchandise the search results to meet their exact business needs. Tagalys Search includes popular/trending searches, search suggestions (both text and visual), auto-complete, spell check, synonyms, query stemming, no results recommendations and much more. 

 

(You can try a demo of the Tagalys eCommerce site search here)

 

Nextopia eCommerce Site Search uses an adaptive search algorithm, dynamic filters, and enhanced auto-complete to provide fast, accurate and intelligent search results.

Search Spring is a good pick when retailers want to personalize the search results exactly the way they desire and remain highly relevant.

Category Pages 

Category Pages are online aisles in your store. Visitors are dropping from the store after every page scroll. In order to drive sales, it is important to grab the visitor’s attention within the top results. 

Tagalys Category Pages – Tagalys automatically sorts category pages, displaying products that increase CTR (Click-through rate), leading to better conversion. Tagalys also gives retailers instant control to merchandise the page, so they are in 100% control of what products to display to their visitors. Some of the features of Tagalys Category Pages include advanced personalized product sorting, product sequencing, listing page generator, product performance insights, smart category conditions, page banners, SEO variables, etc. 

(Creating a custom sale page in less than 30 seconds using Tagalys)

 

(A smart category page created using Tagalys in 30 seconds)

 

Nextopia Navigation helps to create highly specific landing pages for email campaigns, keyword or specialized campaigns.

Tagalys maximizes conversion rate & gives merchants visual control of products displayed in Site Search & Category pages at their online store. To know more about our solutions and features, get in touch with us now.

Posted in e-Commerce General

The marketer’s guide to using Tagalys in Magento and Shopify eCommerce stores

Posted on March 22, 2019 by


Marketing your eCommerce store can turn out to be quite a challenge. Right from understanding the ideal customer persona, identifying the right products to promote in your campaigns, bringing in traffic to your website, to ensuring that visitors have the shortest path to purchase on the website. A Marketer’s playbook can get quite complicated. 

Marketing in eCommerce

While there is no foolproof way to understand human behavior and deduce a perfect formula to crack the marketing for eCommerce code, using relevant data to drive your campaigns and other marketing decisions are the closest you can get to strike the perfect chord among visitors and/or customers.

To help you make those better data-driven marketing decisions, we have compiled 4 different ways. A marketer can use Tagalys to enhance their online store’s marketing initiatives in these ways.

Identifying the right products to promote in your Marketing Campaigns 

One of the key decisions an eCommerce store owner needs to make while setting up digital campaigns is to identify which SKU to promote. Tagalys analyzes every attribute assigned to each product to calculate a proprietary t-score, which is indicative of the popularity of a product within the store. Key metrics like the number of views, add to carts & purchases by segment, etc. are factored in for the t-scoreThis will help in identifying the most popular / highest-selling SKUs. They can then be used in your digital campaigns, ensuring the best possible click-through rate for your ads. This will also help in bringing in more traffic to your website, as compared to a non-data-driven SKU selected for the campaigns.

Ease of product sorting with Drag-&-Drop interface  

The t-score would give you the most popular product, but what if you wish to promote a seasonal product or put a few products on sale, and want it to be at the top or a specific position on your listing page? Tagalys makes it super easy for you to move around the products manually, with a simple drag-and-drop experience. So, whenever you feel the need for human intervention to override our data-driven algorithms, there is no need for coding to sort your products. Just drag and drop any product to any position that you wish. It’s as simple as that.

Create category pages for your Magento/Shopify store in seconds 

Though this is something which would fall under the purview of the engineering team, generating category pages plays an equally important role in a Marketer’s playbook. Did you know that the number of listing pages in an online store is directly proportional to the probability of the store attracting organic search traffic? That’s how Amazon gets its vast amounts of trafficCreating listing pages on Magento or Shopify can be quite a tedious exercise, with each page taking 30 – 60 minutes, at a minimum. Plus, the customization options available are limited, i.e. creating a page for “Blue shirts” could be a tad easy, but creating a page for Blue shirts for weddings might be a bit more challenging, owing to the sheer amount of manual intervention it requires.  Now, with Tagalys’ proprietary listing page generator tool (which is also patent-pending), you can generate dynamic listing pages with automated SEO optimized content in a matter of seconds. You can literally create hundreds of search-optimized pages in a day.

SEO friendly dynamic product and content refresh on category pages

SEO. One of the biggest challenges for an online store. Having to optimize each and every aspect to optimize your page for organic traffic can be a painstaking task with the sheer number of individual pages for an online store. With Tagalys, you can now add multiple SEO variables without any tech support – right from instantly modifying your page URLs to adding the relevant tags. Tagalys powered pages also have dynamic product sorting and content refresh, to keep the pages fresh and new at all times. This, in turn, helps your pages rank higher on SEO and Google searches, improving the discoverability of your pages through organic search.

Tagalys maximizes conversion rate & gives merchants visual control of products displayed in Site Search & Category pages at their online store. There’s also a lot more you can do with Tagalys as a Marketer. Sounds exciting and you would like to learn more? Book a Free Demo today with us today.

Posted in e-Commerce General

Magento 1 & 2: Increase ecommerce SEO traffic using Intelligent Product Listing pages

Posted on October 25, 2017 by


High-value organic traffic at any e-commerce store is the most efficient way to reduce customer acquisition costs. This improves your path to profitability. At Tagalys, many of our clients use Intelligent Product Listing pages and get the added benefit of ranking high on search results for keywords that are on these product listing pages.

What was most fascinating is that the keywords on these product listing pages showed in the top 5 SERP results consistently across all clients. So we did some research on clients to see common factors that led to ranking high on SERP. We also noticed that clients, whose Tagalys powered product listing pages ranked high on SEO, also had an SEO expert adding the right elements on these pages directly and ensuring the pages were listed on the site map and on a landing page. The reason why there were listed on the sitemap, landing page or anchored on the home page, was to have a search engine bot, index this page, collecting all the details, thus allowing it to calculate a relevancy score for the keywords mentioned on the product listing page.

Before we get into the details, here is a brief video on Intelligent Product Listing pages

The below elements are features available in Intelligent Product Listing pages which can be directly utilized without having to add details to your e-commerce platform

Bounce rate:

Probably the most important metric that helps sustain & improve the SERP ranking of a product listing page but often overlooked. In order for bounce rates to be low, organic visitors need to visit another page like a product page or another listing page once they view your product listing page that showed in SERP. You need to know what products to showcase, to want your visitors to click on them.

Most online stores, spend time on the SEO hygiene factors that we list below but do not have any idea what products to showcase on the page. They tend to sort them by some basic sort orders like new arrivals, most popular, best sellers without understanding or evaluating if this sort order will lead to high CTR from the product listing page to the product page itself. This sort order is the core competency of Tagalys, as our TRENDING sort order, orders products on the page by calculating the probability of sale, based on the historical data of how visitors are engaging with products at your store.

From a search engine standpoint, high bounce means the traffic it sends does not find the page interesting thus to protect itself, it will start removing your page from the SERP to show other pages that have lower bounce rates.

Page Title:

Always have your search keyword as part of the page title starting with a verb e.g., Buy Maxi Dresses between $999 and $1499, Shop Diamond Rings with Rubies etc., Visitors seeking to visit an e-commerce store are more likely to use a verb in their query vs. a visitor seeking to know more about content sites.

Url component:

Having the search keywords as part of your URL also helps increase the relevance of the product listing page to be found in the search index. Keyword density and availability of the keywords closer to the domain name in the URL are critical in the relevance index for search engines

Page Heading:

Not always required, but helps with SEO, to further re-enforce the keyword relevance in the product listing page, leading to better ranking on SERP.

Description:

It is important to have a specific description of a page and not a catch-all, as that can lead to higher bounce rates which also affects your SERP ranking. For example, if your product listing page is about Maxi dresses, ensure the description talks about the maxi dresses and not what it can be paired with like peep-toe shoes, pearl jewelry, etc., This is because if a visitor searching for pearl jewelry stumbles upon your page for maxi dresses since “pearl jewelry” as it was in the description, they will leave the page thus increase the page bounce rate. This low conversion metric, reduces the rank of the page thus limiting visibility in future organic search results.

Meta keywords & Meta Description:

While there is some value in having these fields with relevant keywords, we have seen that they do not play a significant role in SERP rankings. If you have good content listed in the title, URL & description, it would be sufficient for meeting high relevance scores for the search keywords in question.

All of the above variables can be easily entered & edited by e-commerce teams, without having to modify this on the backend of your platform.

Domain ranking:

All of the above works well, assuming your domain has higher authority in the SEO world. For this, search engines like google report on a domain score that looks at variables like your page load time, mobile-friendliness, 404 redirects, etc., Hence if this basic hygiene is not met by your store, that could lead to a lower score on SERP, as your domain is ranked low by the search engine.

Tagalys maximizes conversion rate & gives merchants visual control of products displayed in Site Search & Category pages at their online store. To know more about our solutions and features, get in touch with us now.

You can also read more at Intelligent Product Listing pages here.

Posted in e-Commerce Product Listing pages

How Amazon Site Search algorithms affected Flintobox in SEM

Posted on December 21, 2016 by


Want Amazon-like Search experience in your online store?  Signup now and see your visitor engagement improve or read from one of our data analysts on the inside workings of Amazon Search.

Recently a fellow entrepreneur raised an issue on unfair acts by Amazon.in infringing on their trademark name “Flintobox”. The issue came alive because Amazon.in had bid for the keyword “Flintobox” on Google and given that it’s Amazon, there is no way a startup can outbid them. Also, legally no company is allowed to bid on a name that is trademarked by another entity. Below a screenshot of the dispute in question.

amazon-trademark-violation-2016-10-18

This has been rectified by Amazon, but it sure caused some heartburn for the Flintobox founders, a few folks at Amazon and many small businesses that feel threatened by such incidents.

amazon-response

It always confuses me when large, funded players are willing to outbid, underbid or even lose money to acquire your customer. This probably led to the founder sharing his woes across the social media where it was retweeted, shared and hence reached my timeline. My friends at Amazon, who speak highly of the company, insist that something like this must have been a mistake and not some personal agenda of any category manager to acquire customers by breaking the law. So, I personally spent some time trying to understand what could have happened, given that Amazon has been a very big influence in my life.

At Tagalys, one of the products we sell to our customers is personalized search as a service and we think the internal Amazon search tool, something that most visitors engage with, might be the cause of the above dispute. Here is our take on what could happen. We hope to hear your feedback as it will also help us improve what we live to build every day.

Today (Dec 21st, 2016, 1358 hours) if you visit amazon.in and search for “Flintobox” you will still find search suggestions, even though Amazon.in does not carry any stock of the Flintobox products.

flintobox-search-amazon

Now everyone knows “Search” at Amazon is best in class, hence there is no way Amazon will show you Flintobox in search suggestions if the engine knows products are – OUT OF STOCK. But if you click on any of the suggestions, it leads to a search results page, that as expected, does not display any Flintobox products instead it lists Einstein box or Xplora box.

explorabox-jpg einsteinbox-results

This leads to two possible reasons, when sellers upload products onto Amazon.in, they upload details about the products including tags, search keywords, potentially even synonyms. We assume, that these products had the “Flintobox” keyword somewhere in the seller upload sheet.

Another reason, though highly unlikely, is that Amazon dynamically detects that products sold by FlintoBox, Einstein box, Xplora box are targeting the same customer segment. Hence even before a customer visits a “No results” page as Flintobox is not in stock, it redirects them to a page with products that will appeal to the same customer segment. Thereby ensuring engagement and potentially conversion.

But what does all this have to do with an ad created for “Flintobox” by Amazon on Google?

Every eCommerce Search or Site Search engine worth its salt collects, groups and analyzes “Search” data and how visitors engage with the results across segments. Search is demand data directly from customers and visitors telling you what they want. There is also a high probability if X volume of visitors asks for something within your store, there are many more out there (Search engines like Google) who may want the same.

“Flintobox” as a keyword led to Search results and had engagement. It still continues to do so. For the category/subcategory, their search volume must have met certain minimum criteria and also led to engagement – views, add to carts, buys, etc., We assume, Amazon has an inbuilt or uses a 3rd party keyword bidding tool for Search engines like Google etc., that studies keyword data, with engagement and dynamically creates a landing page (at a category or subcategory level) provided the real-time bid requested by Google falls within the budget of Amazon. And since the dynamic page created for the advertisement is powered by Search keyword data, the keyword bidding tool has an active keyword, products to display and bid within budget and voila the landing page is created (This is a screenshot of the landing page reproduced from the blog posted by the Flintobox founder, hence products displayed may not current)

flintobox_search_listing_on_amazon1

So what could have been done to have avoided this incident?

If the above assumptions are correct, then the Amazon seller services team should have more checks in place when sellers upload data. Google today will not allow you to bid for a search keyword that is trademarked by another entity and something similar within Amazon Seller services could have voided this incident from happening. Another way, although rudimentary is the compare the seller upload tags/keywords data with the Brand names stored within the Amazon database. This may not cover trademark infringements, but will definitely avoid Brand X showing in suggestions of results when Brand Y is what a visitor is searching for.

I feel this was not done on purpose, but sometimes a small mistake by a large company is enough to make a big impact on the ecosystem around them. While an apology may have been issued, it does not help with the loss in cash flow that many of the smaller companies rely on to grow. Fortunately, Flintobox survived to tell a story, many others may not.

Tagalys maximizes conversion rate & gives merchants visual control of products displayed in Site SearchCategory Pages & Product Recommendations at their online store. To know more about our solutions and features, get in touch with us now.

Posted in eCommerce Site Search

Personalization – Making your eCommerce store visitors feel LOVED has never been easier!

Posted on December 21, 2016 by


Signup now to improve your visitor engagement and save time reading the article. Or read and signup at the end.

The journeys we find most memorable and wonderful are often the ones we take with people who make us feel truly special.

In this article, we cover how your e-commerce visitors can enjoy a journey of a lifetime on your store when you personalize every aspect of it. It can be made a one they remember for days. In fact, even they would share with their friends and recommend to folks they care about.

But first, exactly what do we mean by personalization here? Is it simply just greeting folks by their name? Or showing them products that other people viewed after viewing a particular product. Luckily for e-commerce store owners and customers, personalization has evolved into something way more. Personalization can be made powerful, predictive and well personal than other techniques.

 The Advent of Personalization 2.0

Much like your favorite in-store sales personnel in the world, Jamal, today’s personalization tool is highly iterative, contextual, and real-time. The engine is based on artificial intelligence. And thus constantly learns and updates itself on each visitor based on their interactions. The engine also understands each visitor’s counterparts, thus making each interaction more personal, special, and intimate than the previous one. All this is delivered with no scope for human errors and with much perfection and precision.

So, what are some of the highly essential and relevant variables, whilst personalizing a visitor’s journey?

Your Shopping Persona:

Everybody Loves Jamal!

Everybody Loves Jamal!

 Much like Jamal, who would notice your ensemble the minute you walk into the store to decide what kind of products to recommend to you. A robust engine tracks the journey of a visitor and extracts insights about their visitor based on how they interact with your store.

And just the way Jamal would recommend different outfits to someone who wore a fun, blingy, high street outfit from Zara and someone else who wore an understated ensemble from Chanel. The engine would show distinct results for those who engage from an iPhone 7 (More premium, upscale products) looking for “Dresses”, as opposed to someone who is interested in “Dresses” using a regular smartphone (Products that would appeal to a price-sensitive audience.)

Further diving into this concept, if a new visitor from Manhattan entered an e-commerce shoe store during peak winter, she’d get very different results from a similar visitor from San Diego.

Explicit Surveys or Questionnaires

To understand the persona of your visitor, one way to get started is by incentivizing them to fill out out a survey before they start shopping. A great example of this is the Naked Wine site. It woos its visitors by offering them 30 dollars to take a quick survey so they can create the perfect drinking persona!

In case of a site that focuses on one particular category such as a smartphone that has a wide range in terms of pricing. A good idea could be to quickly ask for a budget range and then create a selection accordingly. Similarly, according to the category of the e-commerce site, similar variants can be made in terms of size, gender, and more.

nakedwine-survey

Visitor interaction

Another way to understand your visitor’s shopping persona is my implicitly tracking their interests via a robust analytics engine. Much like once you go to your favorite brick and mortar store and Jamal your favorite sales personnel takes into account your personal tastes and preferences, the engine also partly bases its subsequent recommendations, listing pages, offers, etc next time you enter the store on your past behavior and actions. It remembers the ankle-length boots that you added to cart but didn’t eventually buy. It also won’t forget that you spent a couple of minutes browsing that exquisite leather phone case but were pretty non-committal on it or that golden moment when you finally bought a black bomber jacket. (You badass, you!)

visitor product interaction

Visitor segmentation

And while the engine tries to understand your shopping interest and persona, it is also making a note of other people who might be similar to you in their shopping persona. It starts predicting what products that might interest you but are yet to be discovered by you.

shopper segmentation 

The objective of creating shopping personas is to ensure personal relevance in any interaction between your visitors and the store. Improving personal relevance increases the conversion rate from a listing page (impressions) to a product page. More product views per visitor increase the probability of sale conversion. Where can the actionable insights from a personalization engine be applied for an eCommerce store?

ONSITE ENGAGEMENT

Onsite channels in brick & mortar are similar to in-store sales, service, and promotions. Interactions that happen between visitors and your business within the walls of your store. In this eCommerce world, this is equivalent to

SITE SEARCH, LISTING PAGES, RECOMMENDATIONS WIDGETS, BANNERS & COUPONS

Over 90% of the interactions that lead your visitors to view products will happen across these channels. By extracting actionable insights from a personalization engine and applying it to these channels, each visitor will be catered a unique shopping experience. They will be engaging with products that are personally relevant to them or someone similar to them. We had discussed earlier how the mobile-first interaction by visitors has led to the attention economy. When visitor interaction with products in these channels becomes personally relevant, you keep your visitor engaged. It allows them to patiently discover products that appeal to them and finally convert to customers.

OFFSITE ENGAGEMENT

Offsite channels in brick and mortar would be similar to sending out direct mailers, promotional SMSs, etc. Basically anything outside the walls of the store to bring your visitors back to your store. In the eCommerce world, these are equivalent to

MOBILE NOTIFICATIONS & EMAIL

Channels like mobile notifications and email. are the lowest cost to build re-engagement. Today, most online retailers send out mass notifications and emails that reach every user in the store and may or may not be relevant to them. This spam-like behavior has led to emails being confined to a separate tab in your inbox. Sometimes users also turn off notifications on mobile phones. This leads to low click-through rates (CTR), reducing the visits generated back to the online store from these channels.

By considering the shopping personas generated by a personalization engine, retailers can not only save cost by sending notifications/email to the relevant users but also increase CTR that leads to improved conversion rates & revenues.

Also, read about the 4 personalization tactics to improve sales at your Magento or Shopify eCommerce store.

Tagalys maximizes conversion rate & gives merchants visual control of products displayed in Site SearchCategory Pages & Product Recommendations at their online store. To know more about our solutions and features, get in touch with us now.

Posted in e-Commerce Personalization

The need for personalized search in your Magento or Shopify eCommerce store

Posted on December 20, 2016 by


eCommerce Search, Site Search or Product Search are a few of the terms that refer the experience of allowing a visitor quickly find a set of products that match a search query entered in the search bar within an eCommerce store. Search is the key revenue driver at the lowest operational cost for leading retailers across the world. Data recorded by Tagalys across clients shows that less than 10% of visitors use Search. But they drive anywhere between 30% to 40% of the store’s revenue. This is evident as leading retailers display a prominent search bar with a clear call to action, that drives visitors to search for products. Interested – Sign up now.

amazon search bar

walmart search bar

Site Search

Site Search is a product discovery channel that can deliver conversion rates almost 2X higher than regular listing pages. These numbers hold water only if you have the right engine and not based purely on keyword relevance (Search 1.0). Some of the other benefits of Site Search are reduced time to checkout, higher product views per visit and increased order value per customer. But there are many instances of online retailers giving little or no importance to the Search experience within their store. If you already know this, Sign up now and improve your visitor engagement.

Let’s take a step back and consider offline retail, cause online commerce is only an extension of offline retail. Hypothetically, you own this fabulous brand and open two stores in the same city. They have the same inventory (Product catalog), physical store format (UI) and display Merchandising (UX). But one has a shopping assistant and the other does not. The store with an assistant will deliver more sales and the amount by which it improves will depend on the aptitude of the shopping assistant. Most visitors with an intent of purchase will interact with the salesperson – “Do you have shoes?”, that leads to relevant questions “What brand, size, color?”, resulting in products that best suit the query. This is what Search 1.0 for eCommerce is expected to do. Understand what your visitors seek (Search query), ask relevant questions about that query (Filters) and show products (Search results) that match the query (No usage of data analytics).

Personalization in Site Search

Then came along a smarter shopping assistant (Search 2.0) who started to consider what was sold, what products were viewed and visited the dressing room. With this intelligence, products shown not only match the query but also consider store analytics to support the increase in sales probability. But today, a salesperson remembers you, knows what you like or what someone with your shopping persona may like. He will show you products for the same query based on individual persona data. Ensuring products shown are not pushed based on store data, but personally relevant to you as it is based on individual shopping persona data. This is Search 3.0. Interested – Sign up now.

shopping assistant in store

The rise of Search 3.0 or personalized search is driven by the “Attention Economy” and the rise in mobile-first discovery. Almost 60% of visitors engage with an eCommerce store via a mobile device, they are on the move, pressed to time and prone to distractions. Personalization of Search improves visitor engagement as it makes Search a personally relevant experience.

So if you think intelligent or personalized search will boost sales for your eCommerce business, start considering the following

  1. Make vs. Buy
    • What will be the lost revenue over 8 to 10 months by not installing intelligent or personalized search
    • What will be increasing in operating costs when internal resources are deployed to build the same inhouse?
    • What will be monthly recurring cost (hardware, software and human resources) to build, maintain and continue keeping abreast of the best in technology?
    • What should I budget every month to gain access to reliable intelligent or personalized search almost instantly?
    • What uplift in sales will a 3rd party Search solution offer my eCommerce business
  2. What will be increased in visitors who search, if I make the search bar more prominent with a clear call to action and resulting increase in revenue if my search conversion were to improve by a minimum of 50%?
  3. What will be the increase in cash flow if visitors become customers faster?

Tagalys maximizes conversion rate & gives merchants visual control of products displayed in Site SearchCategory Pages & Product Recommendations at their online store. To know more about our solutions and features, get in touch with us now.

Posted in eCommerce Site Search