Introducing Slider Revolution for commercebuild

Visual and written content are vital for website engagement and often times companies fail to achieve this perfect balance. Introducing Slider Revolution—an innovative way to elevate your commercebuild store through engaging visuals. Not only will your content be pretty, but it will be pretty good at driving real results.

We’re excited to announce that this all-encompassing feature is now available to you as an add-on to your commercebuild platform. Whether you’re looking to incorporate videos or images, this plugin is designed for scale, stability and ease-of-use. Slider Revolution has been tried and tested since its initial 2012 conception and now powers over 2.5 million websites with an overwhelming 85% five star rating on Codecanyon’s product ratings.

WHY YOU WILL LOVE IT

Increase Engagement
With entirely customizable features and a powerful visual editor, you can design your commercebuild solution to complement your brand aesthetic, creating an entirely engaging user experience to ultimately increase time spent on your site.

An All-in-One Solution
In addition to a database of over 140+ templates, access a 100% free library of image assets to fit the needs of your site. 

Easy Installation
This plugin works seamlessly with commercebuild and only takes 3 simple steps to initiate and best of all, there is no coding knowledge needed:

EXAMPLES

Below are two examples of websites currently utilizing the features of Slider Revolution.

To see a full list of examples, click here.

WHAT EXPERTS ARE SAYING

“As mobile browsing gets ever more popular, admins […] will be forced to upgrade to responsive sliders, and Revolution Slider is a great new offering in this category” – Craig Grella. wpmudev.com

“The completed sliders look great – arguably the best visuals of any of the slider plugins featured today […] Slider Revolution is highly recommended!” – Shaun Quarton – via wpkube.com

GET STARTED TODAY

To get started with the Slider Revolution and take your commercebuild solution to the next design level, contact a commercebuild rep today.

Providing Choice Within eCommerce with Product Variants

We all like having choices and when you shop online you expect choice. An online storefront naturally has more selection than a traditional storefront. That’s the promise of the long tail of eCommerce and the simple, pragmatic reality of limited space.

So being online means you should provide your customers with more selection. Being online also means you should provide your customers with a positive user experience, critical to their satisfaction and to you driving incremental online revenue.

Say you sell clothing. You will certainly sell the same type of product, say a jacket, but in different sizes and colors. How do you present that product in way that is easy for your customers to view and select, without forcing them to scroll and scroll and…you get the idea…through multiple images? How do you make is easy for them to do what matters to you the most – make that purchase?

Enter Product Variants, which is defined as a group of identical products that only differ by specific attributes, of which the most common are size, colour, material, pattern, and price. A jacket in 3 sizes and 4 colors may have a total of 12 variants.

Let’s go back to our clothing store analogy. Instead of having to add multiple products to your store for each jacket color or size, you can offer all the multiple product options from a single product in your store.

What your site looks like without Product Variants

And What Your Site Can Look Like With Product Variants

How Product Variants Can Help Your eCommerce Business?

Two ways product variants can help improve your online presence are through increased clickthru rates and enhanced user experience.

-Increased Clickthru – customers looking for a specific item (say a brown jacket) might not find it in the search results unless you use product variants. Onsite search is often an overlooked aspect of site design, but an essential contributor to online conversion.

-Enhanced User Experience – without product variants, your customers would not be able to click on a product and look through the variants to make a customized purchase. Instead they may be forced to scroll through countless product images. If you don’t provide your customers with a simple way to select the right product (variant) you are providing them with a reason to go shop elsewhere.

Let’s Recap: How Product Variants Can Help Your Online Presence

Product Variants make it easier for you to maintain your online catalog and easier for your customers to select the right product and make the purchase.

-Your customers expect an easy-to-navigate, organized eCommerce experience. Product Variants make it easier for customers to navigate your store by combining products with multiple options and choices.

-Product complexity is not your customers’ problem. Product Variants allow you to simplify what can often be a complex inventory. In other words, you can present complexity in a simple, easy-to-view online inventory.

-They say variety is the spice of life. When it comes to your eCommerce presence it certainly broadens product appeal for your customers and increases satisfaction rates.

Product Variants give your customers the power of choice while improving their experience online.

Want to learn more about how you can add product variants to your commercebuild platform to improve user and experience and increase sale? Check out the commercebuild Helpdesk or to set up a demo, contact sales@commercebuild.com. We’d love to help!

Emmanuel

Emmanuel Mouchel

Explorer . Gastronome . Sports Enthusiast .

commercebuild Product Manager

How Enhanced Onsite Search Can Lead to More eCommerce Conversions

A key requirement to a strong and effective eCommerce presence is onsite search. Often overlooked, onsite search is essential to a positive user experience and to driving increased revenue.

Too many eCommerce sites force customers to search for what they want by browsing poorly constructed product catalogs. According to eConsultancy, nearly 84% of companies don’t actively optimize or measure their onsite search. Now given many of those same companies spend time optimizing their eCommerce sites for external search engines, not optimizing for onsite search is a missed opportunity.

Why is onsite search important? According to eConsultancy and ConversionXL:

– 30% of eCommerce site visitors will use onsite search, making it one of the most popular areas of your website

– People who perform onsite search are twice as likely to purchase because they have intent

And providing your customers with a strong onsite search tool improves leads to:

– Improved customer retention and loyalty

– Improved user experience

– Increased site usage

So we’ve established that onsite search is an critical element of your eCommerce solution. Let’s look at how commercebuild can help you improve the online experience for your customers and drive incremental revenue for your business.

Out of the box, commercebuild provides a powerful onsite search engine – Elasticsearch.

As an open source search engine, Elasticsearch is fast, easily scalable, and very flexible. That’s why we built it into the commercebuild platform. Some of the cool capabilities of onsite search you get with commercebuild include:

Faceted Navigation

With commercebuild, not only can you filter options by category, you can also filter the search results.

So you get accurate searching and also dynamic product category and product filters to further enhance the search results. And as discussed in this post, the better the search results the more likely your customers are going to buy. The facets are automatically built according to the search results, including:

– Category

– Stock

– Brand

+ all the custom filters you have created/wish to create

faceted_navigation

Sorting

Products in search results are sorted based on relevancy by default, which is all determined by the Elasticsearch algorithm. But products can also be sorted based on item code, description, or price, improving the accuracy of search results for your customers.

price_sorting.PNG


What are the benefits?

Enhanced onsite search is a powerful way for your customers to easily navigate to what they need. Matching the right customers with the right products is a proven formula for online success. It means you’ll never miss a sale as a result of customers abandoning their search due to the frustration of not finding what they want. And coupling onsite with related items functionality is an effective way to increase your average order value. 

Want to improve the online experience for your customers when they visit your site? To set up a demo, contact sales@commercebuild.com. We’d love to help!

Emmanuel

Emmanuel Mouchel

Explorer . Gastronome . Sports Enthusiast .

commercebuild Product Manager

The eCommerce Experience: Orders Sync and Open Invoices Payment

Experience is a key consideration for your customers when it comes to eCommerce. And that experience often becomes more important than the actual products you sell. Experience can only be achieved through integration. Integration between your eCommerce solution and your Sage ERP.

Integration is the first – and the most important – question when looking at an eCommerce solution. That the business logic you’ve developed in your Sage ERP system is easily extended to the digital world.

To scale your business you need to make sure there is continuity between front and back office systems so that your customers can easily:

– Place an order over the phone and pay it online

– Place an order online and ask for your customer service team for shipment status

With commercebuild all of this is seamless. Orders placed online are automatically sent to your Sage ERP in real-time. No rekeying or exporting required when you have an integrated eCommerce solution. And orders placed directly via your customer service team are synchronized with your online store.

commercebuild provides your customers with a view over all the orders they’ve placed, regardless of what channel. They can see the order lines, the amount, the status, and much more!

order-history.PNG

And they can pay any unpaid invoices via commercebuild.

transaction-history.PNG

All of this translates into lower operational costs through improved efficiencies for your business. Staff burdened with tedious order entry duties can be redeployed to more value-driven initiatives for your business.

And for your customers? Integration between commercebuild and your Sage ERP means a better user experience.

Want to learn more about how you can improve the online experience for your customers to improve operating efficiencies and increase revenue?
To set up a demo, contact sales@commercebuild.com. We would love to help!

Emmanuel

Emmanuel Mouchel

Explorer . Gastronome . Sports Enthusiast .

commercebuild Product Manager

Variant Products: The Same but Different

When your customers come to your website they expect to find the right product as quickly as possible. To do so you need to make things simple, especially if you have variant products. A variant product is the same product, but with unique identifiers such as color, size, dimension, materials or… well, you get the picture…

A common example is a t-shirt that may come in three different sizes (small, medium or large) or colors (white, red or blue). In your Sage ERP that would be nine different products and SKUs, but it doesn’t mean you have to list nine products on your eCommerce platform.

How do you achieve this?

If you have variant products there is no need to fill your category pages with repetitive images and names. The complexity of your catalog doesn’t mean the user experience for your customers needs to be complex.

With commercebuild you can:

– Group these variant products together to display on a single product page.

– Customize the way variations are displayed: dropdown, swatches, matrix or even a combination of the three!

– Define a default image and a specific one for each combination.

Creating product variants is a useful way to organize inventory that may only vary in a small way. It makes the category pages look less cluttered, making it easier for your customers to browse And because you will improve their experience by offering additional product options they not have known about, you will drive more revenue from your online experience.

Need an example?

Here is how one of our clients use the variant products:

variant-product-chair

Looking to improve the online experience customers by showcasing variant products? To set up a demo, contact sales@commercebuild.com. We would love to help!

Emmanuel

Emmanuel Mouchel

Explorer . Gastronome . Sports Enthusiast .

commercebuild Product Manager

Retargeting for eCommerce Conversions

As part of your broader digital marketing strategy, it’s key to build a strategy tailored to your visitors.

And when it comes to executing on that digital strategy, what’s more frustrating than seeing your webstore visitors leaving your site without buying or worse, during the checkout process? You’ve spent time and resources getting them to your website only for them to leave empty handed.

That’s not a strategy for growth. It’s a huge missed opportunity for driving incremental online revenue. Fortunately, there are tools you can implement to “re-capture” those visitors and convert them into revenue generating customers

In this post we will look at a few of the tools that can help to optimize your digital marketing strategy when it comes to lead conversion by using retargeting techniques.

What is Retargeting?

A picture is worth a thousand words:

retargeting definition.PNG

Let’s let at some of the tools today that can complement your existing webstore platform:

Google Tag Manager Tracking

Image result for google tag manager logo

First, you need to make sure you are tracking relevant visitor behavior to build a successful retargeting strategy. For a typical webstore, key behaviors you need to track include add to cart, checkout, and purchase activities. The best and most flexible way is to pass this information via the data layer. For this, the best solution is Google Tag Manager.

Technically speaking, a data layer is a JavaScript object or variable that stores and sends information from your site to Google Tag Manager, which can then be transferred to tools such as Google Analytics for further analysis. Google Tag Manager is a virtual layer of your website, collecting the data points you deem critical to your online business performance.

In Google Tag Manager, there are pre-existing templates you can use, or you can configure custom tags specific to the needs of your business.

gtm trigger

Google Ads – Cost Per Click (CPC) Retargeting

Image result for Google Ads logo

Google Ads is the most commonly used online advertising service. You can pay to display your ads on top of the Google search result you deem relevant to your business and are only charged based on the number of clicks each ad receives.

Based on the setup described above, you’ll have to tag your site to enable the Google Ads remarketing feature. Once done, can create retargeting campaigns to help drive visitors back to your webstore.

Compared to traditional campaigns, those campaigns usually generate a higher clickthru rate and a lower cost per click.

Email Retargeting with MailChimp

mailchimp

MailChimp is a marketing automation tool that offers an easy integration to its marketing automation module from your webstore. Using an API, the webstore sends information about products, carts, customers, and orders. With MailChimp, you can configure a desired set of rules, and more specifically a “recover abandoned cart” email. You can decide when this email should be automatically sent out; for example, within 12 hours of a visitor abandoning the cart on your webstore.

marketing automation

Social Media Retargeting with Facebook

Facebook provides a pixel which you can add into the source code of your webstore. This allows you to track relevant actions (conversions) for your business such as registration, add to cart, and purchase.

The Google Tag Manager setup described earlier will help.

facebook pixel

After testing, you will be able to easily track conversions in Facebook, create audiences and retargeting campaigns.

The Audience tool is very powerful and allows you to create audiences similar to your target group to expand your digital reach footprints.

facebook lookalike

Facebook provides different levels of configuration for your campaign:

  • Account (your webstore in most cases)
  • Ad Set
    • What’s the target?
    • Where do you want your ad to display?
    • What’s your budget?
    • What’s the duration of the campaign?
  • Ad
    • Which format?
    • Which images or videos?
    • Which links?
    • Which call-to-action?

Facebook, being aware of conversions, can automatically adapt ad delivery to people more likely to take certain actions. And will measure the results according to your campaign objectives.

facebook adpreview

By leveraging the capabilities of common tools such as Google Tag Manager, Google AdWords, MailChimp, and Facebook, you can extend your digital reach, lowering cart abandonment rates and increasing online revenue.

Want to learn more about the digital marketing capabilities of commercebuild? To set up a demo, contact sales@commercebuild.com.

Emmanuel

Emmanuel Mouchel

Explorer . Gastronome . Sports Enthusiast .

commercebuild Product Manager

Canonical Tags in eCommerce

Today we have a funky little concept for you that has become a critical part of the eCommerce world in the last couple of decades – canonical tags.

Now although this would usually fall under the domain of a SEO specialist, canonical tags needs to be thought out well and hence require someone who knows the business and the brand well – you.

Also, more and more eCommerce platforms are now making canonical tags a part of their solution and hence making them super easy to implement.

So let’s get learning!

What are canonical tags?

A canonical tag (also known as a canonical link) is an HTML element that helps search engines prevent duplicate content issues. It does this by letting the search engine robots know which link is the ‘parent’ or the ‘preferred’ link.

The Problem

So let’s say, you have a product in your eCommerce store – a white-gold necklace.

This white-gold necklace exists under the ‘silver necklace’ category. You then add in a ‘jewellery category’ and add in the white-gold necklace in that category as well. Now the white-gold necklace exists under the ‘silver necklace’ category and under the ‘jewellery category’. This lets your users access the product in two different ways. Now although all the content and product information on the two pages would the same, the URLs will be different.

The silver necklace category URL might be something like this:

www.myjewelleryboutique.com/silver-necklace/white-gold-necklace

The jewellery category URL would be something like this:

www.myjewelleryboutique.com/jewellery/white-gold-necklace

You end up with two URLs with the exact same content and that brings up two issues:

1) Search engines get confused as to what URL they should be ranking higher for the relevant keywords

2) Having duplicate content on your site negatively affects your search engine results

We know what a lengthy process it is to build your search engine ranking in the first place, so to lose it over such a small thing can be frustrating!

The Solution

Enter canonical tags!

With canonical tags you can pick one URL that is the ‘original’ or the ‘preferred’ URL so that when search engine bots crawl your website, they know which URL to rank higher for the relevant keywords and they do not penalize you for duplicate content.

How do I set up canonical tags?

Canonical tags are super simple to implement. If you are working within the commercebuild platform, here is how you would add in your canonical URLs:

Adding canonical tags in commercebuild

1) Log into your admin account and navigate over to Catalog –> Products

Screen Shot 2018-05-30 at 1.32.22 PM.png

2) Once in products, pick a product that appears in multiple categories. Here is an example:

Products in multiple categories.png

In the example above, the product exists in the B2B category and in the B2C category, has two different URLs with the same product content and information.

3) Click on edit and stay in the ‘General’ tab. Scroll down to ‘Item Categories’ and here you will find the options to pick your canonical URL!

general tab.png

Item Categories.png

That’s it! Easy peasy.

Adding canonical tags if your platform does not provide you with the ability to do so

1) Find the product that has multiple categories and list out the multiple URL’s that it can be accessed by.

2) Pick one of the pages as your canonical URL. This should be the page that you think is the most important and the one you would want your traffic to go to.

3) Add a rel=canonical tag to all the pages that you did not pick as your canonical page. This needs to be added into the HTML of the page in the <head> section. Going on our jewellery store example, if we chose the jewellery page to be the canonical page, we would add the rel=canonical tag to the silver-necklace category page like this:

<link rel=”canonical” href=”https://www.myjewelleryboutique.com/silver-necklace/white-gold-necklace/” />

And you’re done!

If you are looking for some more tips on best practices on setting up canonical tags, we would recommend checking out Google’s guide on canonical tags!

Okay, I know how to set it up but what does a canonical tag really do?

While we won’t go into too many tech-y details, we thought we would go over what happens in the back-end when you add a canonical tag to a URL.

When you add in a canonical tag, it “merges” all the duplicate content pages together in the search engine’s eyes. So, when someone searches for white-gold necklace (or any relevant keyword), Google will crawl the canonical version of the URL (which in this case is the jewellery category page) and will crawl the duplicate URLs less often. For search engines, the canonical tag acts as a “soft-redirect” from the non-canonical page to the canonical page. It is important to note, that in the user’s eyes, nothing has changed – they can access both pages and do not get redirected when they go to the non-canonical pages.

Here are some fun images (courtesy of MOZ) that explains canonical tags in a super simple way:

How Google bots crawl your pages before adding canonical tags

canonical tags 1.jpg

How Google bots crawl your pages after adding canonical tags

canonical-url-tag.gif

We are not sure why the Google bot changed – for the record we do like the first one (any Futurama fans?). We hope that helped in visualizing the process a little bit!

Why You Need A Loyalty Program

Did you know that repeat customers spend 67% more than new customers?

Yet, majority of businesses allocate most of their budget trying to acquire new customers rather than retaining their existent customers.

If we told you that we had a way where you could maximize your revenue and build a strong community of loyal brand ambassadors – all without high acquisition costs  – we are 99.9% sure that you would want to know what it is.

So here it is: Loyalty programs.

What are loyalty programs?

A loyalty program is an initiative that rewards your long-term customers for continuing to do business with you. This encourages more and more customers to stay loyal to your business.

A good loyalty program focuses on providing your customers with incentives that are valuable to them. So, today, we thought we would share our top 3 favourite loyalty programs that help increase revenue, improve customer experience and provide value to your customers!

Top 3 favourite loyalty programs

1) The VIP program

As part of being a VIP club member, your customers pay a monthly or annual fee in return for certain VIP privileges such as free express shipping , additional discounts on your products or even a free welcome gift with your first purchase.

Here is a great example from JustFab:

How JustFab Works JustFab

JustFab VIP members receive special discounts, a personalized boutique, exclusive access to certain styles, duty free shipping and free exchanges! The one thing that we like about the JustFab VIP program is that you can skip a month and avoid getting charged the membership fee if you are not planning on shopping that month. This does not affect your membership in any way! Isn’t that a sweet deal?

Weight out the options:

Pros:

– Customers that are part of your VIP Program are loyal brand ambassadors and you can trust them to stay with you for a long time.

– By segmenting your strongest customers, you have the ability to harness valuable feedback on your user experience and ways you can improve your eCommerce site. Time to start getting more reviews!

Cons:

– In order to implement a VIP program, you need a solid base of customers that are willing to pay a premium. This method is not beneficial for new businesses that don’t have a very strong customer following

– In order for this program to be efficient, it is important that the perks you offer are valuable to your customers. It is difficult to understand what can be valuable without customer feedback. Hence, it might take some trial and error before you have a VIP program that is lucrative and performs well.

2) The Point-System

In the point-system loyalty program, your customers acquire points for every dollar that they spend in-store or on your eCommerce site. They can then redeem these points in exchange for products or discounts on future purchases.

One of the best examples of a point-system loyalty program is the Starbucks Rewards program:

Starbucks® Membership Starbucks Rewards™ Starbucks® Coffee Company.png

Once signed up, Starbucks customers can see their progress through an interactive mobile app. They are reminded of when they can redeem their rewards, what is their account balance and what membership level they are on.

Starbucks-loyalty-rewards-program-1.png

The Starbucks Rewards program is a combination of two types of loyalty programs: the tier-system program and the point-system program. There are two tiers – the green level and the gold level. All customers start at the green level and receive certain perks. After obtaining 300 stars, they are upgraded to the gold level where they have more opportunities to earn stars and redeem their points.

Weighing out the options:

Pros:

– The point system is at simple as it gets. It is usually broken down by how many points you get per dollar spent and is easy to keep track of.

– The point system makes rewards more tangible. When your customers are able to see how many points they have and are able to exchange them for products, it makes the rewards more real, making it easier for customers to continually realize the value of the program.

Cons:

– The point system has one of the longest waits for your customers to be able to reap benefits. In order for your customers to utilize the points, they not only have to frequently buy your products, they also have to shop big to reap big. Since points are allotted by dollar value, if your customers are not making frequent, relatively pricey purchases – they are not going to be able to redeem their rewards which might result in them leaving the program.

– Starting and maintaining the program can be a lengthy process. You and your team have to decide how many points per dollar can you profitably afford to provide and what products are worth what number of points. You also have to come up with different ways in which your customers can gain and redeem their points so that they are not waiting for a long time to see value in the program.

3) Value-Based loyalty program

A relatively untapped area, value-based loyalty programs or charitable loyalty programs have great potential and have proven to be successful time and time again. A value based loyalty program provides incentive based on your customer’s core values. Your customers can accumulate points or air miles over time and then donate them to a charity of their choice. Not only does this program allow your customers to donate hassle-free, it also provides them with a strong, feel-good reason to gain and redeem their points!

Here are two great examples of a value-based loyalty program:

flybuys-charity

amazon1

Weighing out the options:

Pros:

– Value based loyalty programs create an emotional connection between you and your customers by rewarding them for giving back to their communities. This can be transformative in how customer’s view and engage with your brand as well as why they would pick you over your competitors

Cons

– Value based loyalty programs have to be thought out very carefully. Not only does the charitable cause need to align with your business motives, it also needs to be something that your customers would be interested in donating to.In addition, you need to efficiently communicate to your customers how the donation process works including what charity the donation is going to, when it is being donated, what amount is being donated and what proof can you provide to warrant the donation. All of this takes a lot of time, effort and expertise – specially since there are third parties involved.

Should you implement loyalty programs?

If you are trying to build a loyal community that helps you increase revenue AND inspire new prospects to turn into customers, then we would say – yes, definitely implement a loyalty program. A 2016 study found that customers who are members of loyalty programs generate between 12 and 18 percent more revenue than non-members. It is time to tap into this revenue!

When implementing your loyalty program, make sure that you implement a program that aligns with your business values and the values of your customers. This helps build a program that is lucrative and sustainable. As we have seen, loyalty programs can take months of planning and implementation so it is better to do it once and do it well!

Looking for an eCommerce solution? To set up a demo, contact sales@commercebuild.com, we would be happy to help!

Supriya

Supriya Gupta

Digital Marketing . Travel . Foodie

Content Marketing Strategist

How to Get More Customer Reviews

Why are customer reviews important?

Customer reviews are critical. 92% of consumers read online reviews and 80% trust reviews as much as personal recommendations.

statistic_id510532_global-internet-users-using-reviews-for-brand-research-2017-by-age

Needless to say, a high percentage of your customers depend on product reviews to help them with buying decisions. More importantly, a high percentage of your prospects expect to see customer reviews in order for them to pick your brand in the first place.

So, if you are looking to improve your conversion rates and generate more revenue – let’s talk about how you can get more customer reviews to help you to do just that!

3 ways to get more customer reviews

1) Enable reviews on your eCommerce store

For prospects that have never been to your eCommerce store, customer reviews can play a critical role in helping them find the right products and in strengthening buying decisions. An added bonus – Google will rank your site higher if you are consistently adding fresh content. New reviews on your eCommerce store act as fresh content and therefore help in your search engine ranking!

You want to make your reviews section clean and visible. In the commercebuild platform, there is a star rating right underneath the product code to show the average rating and the number of reviews for the product. Additionally, there is a review section underneath the product description box with detailed comments, customer names and individual star ratings.

screencapture-xmna-us-xmsymphony-products-bikes-and-components-fin011-mens-bike-adult-mountain-bike-2018-05-16-19_45_56

2) Provide your customers with various platforms to leave reviews on

Different types of customers trust different platforms for customer reviews. Needless to say, they prefer to leave reviews on the same platforms they use on a daily basis. For this reason, it is important to provide your customers with various platforms where they could leave a review. Here are our suggestions:

a) Social Media

Millennials form the largest chunk of the American online shopping community (67% of millennials prefer to shop online) and, not surprisingly, between 19%-24% of these online purchases have started off with a social referral link.

Social media plays a huge role in buying decisions and a lack of social media presence or social reviews can significantly harm conversion rates (specially for B2C businesses). Make sure that your social media pages are updated and that you encourage your customers to leave reviews on your social pages.

If you are ready for something a little more advanced, you can check out influencer marketing and affiliate marketing. They are both efficient ways to get influential reviews that reach more of your target market- more on this in our next few #TipThursdays!

b) External platforms

External platforms can be extremely useful for building your brand’s reputation and increasing your SEO ranking. Yelp is an extremely popular review site that not only has a strong reputation for trustworthy reviews, it can also help with your SERP (search engine results page) ranking! In the same manner, Google My Business pages are a trustworthy source for reviews and are a great alternative for your customer segment that doesn’t live on social media or have access to Yelp.

3) Always Follow Up

Do you know why most businesses don’t get repeat customers?

They have zero nurturing campaigns for their customers. Your customers want to hear from you and they want to feel valued so it is important to have a follow-up strategy in place to keep your customers happy. Here are our suggestions:

a) Personalized follow-up email after purchase

Here is a quick tip to get this started: Dig into your customer lists and pinpoint the ones that buy from you often. Do you have customers that purchase the same product again and again? Make a list of such customers and send them a personalized email asking them about their experience and if they would like to leave a review on the site. If you start to see positive results, slowly automate the process and send it out to all new customers a week or two after their purchase. Not only will your customers feel listened to and continue to buy from you, you will also gather more reviews that help new customers with their buying decisions! Here is an example of a follow-up email:

Capture

b) Addressing negative reviews

Fact: Negative reviews are costing you money. A recent study by Go Fish Digital shows that 1 negative result can cause your company to lose 22% of potential customers.

So if your company or product receives a negative review, DO NOT ignore it! Make sure that you acknowledge the review, apologize for the inconvenience and suggest a course of action to fix it. Unacknowledged negative reviews reflect poorly on your customer service and show a lack of care for current customers. This can deter prospects (especially friends and family of the reviewer) from buying from your eCommerce store. Turn negative reviews into a positive for your business by acknowledging them. This shows positively on your customers service, provides an explanation for the issue that has been brought up and helps improve conversion rates immensely!

Positive customer reviews are a revenue generating tactic, so don’t be shy to ask your customers to share their experience. There are a ton of businesses that sit back and hope that their customers will come and review their products. If you are doing everything mentioned in the above three steps and still not getting reviews, get personal, reach out directly and ask! If nothing else, at least you will learn why you are not getting any reviews and can switch to a better strategy.

Looking for an eCommerce solution? Talk to us about the world’s only Sage certified eCommerce platform – commercebuild. Shoot us an email at digital@commercebuild.com and we would be happy to help!

Supriya

Supriya Gupta
Digital Marketing . Travel . Foodie
Content Marketing Strategist

How to Use Pop-Ups

Raise your hand if you hate pop-ups.

Don’t worry, we raised our hands as well. While most people find pop-ups annoying, you would be surprised to know – pop-ups work. In fact, they work really well!

The average conversion rate for all pop-ups is 3.09%

Just to give you an idea, the average conversion rate for email opt-in forms is 1.95%. It doesn’t seem like a big difference at first but when your site has a 100,000 visitors a month, the percentage difference matters.

To be honest, it probably matters even more if you are a small business trying to build your mailing lists – every subscriber counts!

In fact, have you heard the famous story from Nikki’s stitches? They had 1,375% more email captures from pop-ups than from the opt-in form in the sidebar. That’s a big jump!

So now that we have established that pop-ups work, let’s talk about the how to make them work to your advantage.

3 types of pop-ups and their uses:

1) Entry pop-up:

You click on a link in Google, go to the site and BAM, there is a pop-up to greet you. Entry pop-ups are usually quite aggressive and can turn a user off.

However, if used for limited offers, they can work quite well. Limited time offers are important and scarce and your users would like to know of them before they start shopping.

Here are two examples we love:

entry pop up - limited time offer

Entry pop-ups are a great way to entice your first-time customers to shop from you and not your competitors.

Here is another example that can be an ongoing limited time offer pop-up:

Cheap_Monday_Official_Webshop_-_Shop_Jeans___Clothes_Online

2) Exit pop-ups

Losing site visitors? Exit pop-ups are a great way to retarget these visitors and get them back to your website at a later date or to encourage your customers to finish their purchase.

Have an e-book, whitepaper, referral deal, free quote or free samples you can offer? Here is your chance to do so!

Have a potential customer exiting from the cart page? Create a pop-up with an exclusive discount code for free shipping or ‘10% off’ to encourage them to finish their purchase. There are a ton of creative ways to keep your site visitors engaged with your brand even after they leave your site – thanks to exit popups!

Here are a few examples we like:

post planner exit popup.png

get the free guide - exit popup.png

15% off next purchase

3) Floating bar pop-ups

If you are looking for a pop-up that is the least intrusive out of all three, then floating bar pop-ups are your best friend. These can be used to offer any of the goodies we have mentioned above as they don’t interrupt the buying experience.

We would recommend to delay your floating bar pop-ups by a minimum of 30 seconds. This way you are engaging with users that have shown interest in your site and your products.

Here are our favourite examples:

free swab switch floating bar.jpg

beardbrand floating bar.png

floating bar 10% off.jpg

What NOT to do with pop-ups:

1) DON’T offer nothing

Pop-ups work because they make your website visitors take an action – whether that is singing up or closing the pop-up, it is, in all means, a call-to-action.

If you are going to ask for their information, you need to give something back in return. Without an offer, your visitors have no reason to part with their information. You would be surprised to know how many businesses implement pop-ups but provide their visitors with nothing of value in return.

DO offer something of value. When planning on what to offer, ask yourself, “Would I give my name and email address for this offer?” If the answer is no, get a better offer.

2) DON’T ask for their life story

Yes, getting relevant information is important and is good practice but don’t get carried away. We would recommend having no more than 3 fields (akin to a contact-us form) so that you are not deferring visitors from signing up. It is important to remember, this is a pop-up to help you build your lists, this is NOT a way to get qualified leads.

If you would like to get more information from your visitors, DO target your pop-ups at the right stages of the buyer’s journey. Use short, concise pop-ups at the earlier stages of the buyer’s journey and trigger more information rich pop-ups for repeat visitors or visitors that have spent at least a considerable amount of time on your site.

3) DON’T use pre-made templates

This is especially true if you are planning on using entry pop-ups. Pop-ups need to exciting in order for your visitors to engage with them, so DO make them true to your brand and don’t be afraid to be creative!

Don’t get us wrong – pre-made templates are great! However, you would be surprised as to how many companies use the same pre-made templates with zero customization. They are usually not on brand, use the same default text and are really not that enticing. Invest some time and humour into getting the best copy for your pop-ups.

Also, as we always say, test! Try to play around with the images, copy and the number of fields to see what works best for your visitors and their user experience.


In conclusion, definitely use pop-ups!

They are a great way to drastically improve your online lead generation activities and grow your lists. However, it is important to remember, that pop-ups alone don’t do the trick. They work in cohesion with your website, your offer and your overall customer experience – so make sure to pay close attention to all aspects!

If you would like to learn more about commercebuild or are looking for an eCommerce solution, let’s chat!