As marketers, we talk a lot about target audiences and buyer personas. Understanding them is often listed as one of the most fundamental tasks for any marketing activity. We hypothesize, conduct interviews, and create content and landing pages tailored to each persona.Yet, most of us still do not fully understand our target audience. They can surprise us with their responses to the content that we had created specifically for them.
Back in 2014, my consultancy had an e-commerce client who was having a couple of major issues:1) The Return On Investment (ROI) from their Affiliate Marketing efforts using voucher codes was highly variable, having a significant effect on sales margins2) Conversions rates were falling at key points in the checkout process, as customers were entering invalid voucher codes collected from across the webThe challenge was to take ownership back of the voucher code arena and develop a marketing progra
Data and analytics don’t just make for smarter business strategies; they take the subjectivity out of an issue, allowing an entire organization or team of people to tackle a goal with objectivity at the helm.This type of approach is useful for all aspects of a business, but can seriously aid e-commerce sites when it comes to keyword research. SEO is ever-changing, as companies like Google manipulate their search engine algorithms to deliver the highest possible quality results.
Shopify has come a long way since its humble beginnings nine years ago. Shopify now boasts over 100,000 stores across the world as well as in-store payment capabilities to fuse your brick and mortar store with the power and flexibility of Shopify's online platform.If you're taking the entrepreneurial plunge into running an e-commerce store solo, Shopify is a wise choice. Shopify's platform has lots of built-in features to handle inventory management, SEO, tracking and lots more.
You have just completed your product and released it into the wild. You feel a masterpiece has truly been birthed and your PayPal is going to go wild with notifications of purchases.It’s midnight and you can finally sleep. Anticipation awaits; you’re going to be a different man when you wake up. Your head hits the pillow. The day of your dreams will soon arrive…Your phone goes off and you wake up. It’s 7 a.m. Swiftly, you snatch up your phone to look at sales. You’ve got nothing.
One of my all-time favorite commercials was Electronic Data Systems’ "Cat Herders" from Superbowl XXXIV. Though it’s 15 years old, the commercial is still relevant. Today, digital marketers commonly refer to themselves as "cat herders," and for good reason.No matter how well we light the path, online visitors still dart in every direction — seemingly at random. Clicking elements with no links. Getting distracted by almost anything. Screwing up the simplest form fields.
In the end, great visibility and traffic won’t get you very far if you’re not earning the revenue you need to keep you going. Unfortunately, too many companies focus on traffic and simply assume this will mean revenue.While this may very well be true to a certain extent, it’s important to always keep your end goal in mind, and worrying about traffic shouldn’t be your stopping point. There are other ways to increase revenue that also need your time.Think of it like a diet.
"Big Data" is, and will continue to be, the buzzword for marketers everywhere.While talking about big data is all well and good, having actionable data and insights is the key to success. Data for data’s sake isn’t going to get you anywhere; using data to make the business case to your CEO, inform your marketing strategy or acquire the right type of customers is the key.
If you have an e-commerce business selling specialty products, finding and attracting your target audience to your website can be tricky. Factors driving your customers’ motivations might include product features, exclusivity, convenience, customer service and/or a cause associated with your offerings (such as going green or fair trade).