Month: August 2016

Competition in the e-commerce market is currently huge. Frequent promotions, attractive prices and a friendly e-commerce interface will not solve the problem of low sales. Many people running e-commerce do not realize that there are simple treatments that affect the visibility of the search engine and increase sales.

How to optimize your e-commerce in 5 easy steps and thus improve your sales?

(Source): http://www.brafton.com/infographics/why-content-for-seo/

1. Use the right keywords to search for an e-commerce

It’s even a responsibility to create a keyword list to optimize your e-commerce effectively for sales. It’s a good idea to track which phrases your customers type into the search engine and choose the right words using google keyword planner. When choosing keywords, we can act in two ways: use phrases that are characterized by a large number of searches or find words with low or medium competition.

In the first case, there is a risk that other e-commerce will position themselves on these words and dominate the first results of the search engine. By choosing words with fewer searches, we have a chance to outsmon the competition and consistently position ourself on them. Then you need to saturate your page with the appropriate keywords. But without exaggeration , Google’s algorithms are increasingly causing a page to drop, where similar phrases are used very often.

(Source): http://www.monetate.com/blog/infographic-shopping-cart-abandonment-and-tips-to-avoid-it/

2. Use up sell and cross sell

Nothing attracts customers as much as proposing additional products that are tailored to the currently purchased or those in your shopping cart. This is what the cross sell method looks like, which effectively helps to increase sales. On the other hand, we use the up sell method when we want to sell products that are more expensive than those already added to the customer’s shopping cart. This simple mechanism will effectively help draw the user’s attention to products that he has not noticed before and change his shopping needs.

(Source): https://blog.kissmetrics.com/color-psychology/

3. Organized categories and good photos

The basic procedure that we need to carry out is to determine the depth levels of the category trees. The absolute maximum is 3 levels, because there is a risk that the user will get lost by browsing the products and quickly leave the e-commerce. Category descriptions should be as short as possible. If the customer reaches the product of interest to him, then of course he expects an accurate description and clear photos. If the description and graphics are significantly different from reality, we can expect a large number of returns.

(Source): http://www.business2community.com/ecommerce/take-charge-ecommerce-conversion-rate-2016-15-bonus-tips-01420737

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4. Visible product finder

Customers expect a simple and express transition through the purchasing process. If they have strict requirements, we must best give you the opportunity to quickly search for a product. Currently, it is necessary to be able to sort the list of results according to different criteria, e.g. price, name, match. The purchasing process can also be easily shortened by word hints in search results. If the current e-commerce does not provide such opportunities, then changes to the e-shop software will be necessary. Therefore, it is worth entrusting the planning of the e-commerce to an experienced internet marketing specialist and programmeper at the very beginning.

(Source): http://www.claruscommerce.com/news/free-return-shipping-can-offer-quite-a-few-returns-on-the-investment/

5. Shopping cart and payments

Baymard Institute estimates that as many as 68% of users do not complete purchases. 44% of customers indicated that shipping costs were too expensive. In the case of such unambiguous answers of internet users, it is worth presenting clear information about the additional costs already at the initial stage of the purchasing process. The customer will not be surprised by the final price and will have time to recalculating the purchase. Research shows that customers are less likely to leave the shopping cart if the e-commerce offers them a “Free Delivery Day”. If the customer is determined to buy, you can offer different delivery options and types of fast payments e.g. Transfers24 or PayU.

No one needs to be convinced that a website is the business card of any business. Having a professional website is practically the responsibility of any entrepreneur who wants to attract customers online. Saving at this stage is almost always counterproductive, so it’s a good idea to pass on your work to a web specialist. Below is a list of 10 errors on the website through which we may lose customers.

1. Outdated website

The web development industry continues to grow rapidly. An un up-to-date site that is not adapted to current trends can effectively scare away users. Nowadays, it is almost necessary to have a responsive website, and even better if we create a mobile version of it.

(Source): http://www.bsczarnydunajec.pl/2012/01/oferta-kredytowa-dla-mlodych-malzenstw/

2. Inappropriate website address

Choosing the right page address is important when it’s popular and remembered by a potential customer. It must not be too complicated and must reflect its subject matter or promote the name. Choose popular domains such as .pl or .com.

3. Poor website navigation

Faulty website navigation significantly reduces conversion because the user usually has trouble finding the right information. The customer from each subpage must be able to move smoothly to all other tabs. It is worth entrusting the planning of the website to an internet marketing specialist and programmee.

(Source): https://developers.google.com/speed/pagespeed/

4. Long loading of a website

A page overloaded with various animations or graphics loads very slowly, which can effectively scare away the client who needs quick information. There is a chance that after too long waiting, the reassuanced customer will go to the competition side. Every second counts here.

5. Inappropriate colors

Sometimes we may overdo it with the colors on the website, making it illegible and can distract the user. Currently, the trend for “clean” style dominates, which is distinguished by elegance and professionalism. It is worth using muted colors such as white and gray as a base, complementing the colorful accents that emphasize the nature of the activity.

(Source): https://www.marketing101.pl/formatowanie-tekstu

6.Outdated information

By accessing our website, you expect up-to-date and valuable content. Because thanks to them our site lives and attracts more users. We can captivated customers with nice graphics, but we will definitely scare off their unprofessional content.
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7. Poorly prepared graphics and animation

The right design, tailored to the nature of our business and target audience is now a fundamental issue for a professional website. Many companies that do not go with the times still have amateur photos, so the user is unlikely to take our company seriously.

(Source): http://www.zaproszenia.sklep.pl/czcionki.php?id=czcionki&c=30

8. Unreadable font

If for a while the user will wonder what is written on the website – he will not return again. Wacky fonts are definitely illegible and cause annoyance among visitors.

9. No search engine

If our site is full of content, it is a good idea to place the search engine on it in a prominent place, otherwise the user will effectively be discouraged during the search.

(Source): http://unbounce.com/101-landing-page-optimization-tips/

10. No call-to-action buttons

If you don’t have call to action buttons placed, it can even kill the conversion. Each subpage must have a purpose and be able to perform actions by the user. Properly created call-to-action buttons can literally guide the customer by the hand. In this case, it is worth seeking advice and support from an experienced internet marketing specialist.

Check out the previous article about why you should have an effective website.

A sales lead is a potential customer who has expressed interest in our products or services. Lead generation can therefore be considered the most important process of user identification. In this case, it is necessary to analyze the readiness to buy even before starting the sales process. In order to be able to “transform” into a sales lead by presenting the most pictorial way possible, the customer should be encouraged by the offer and persuaded to leave their contact details.

1.Landing Page

The landing page is designed to trick the internet user into filling out the form and leaving their contact details. A well-structured landing page can turn up to 50% of visitors into leads, further reducing the cost of generating sales leads.

(Source) http://www.gamasutra.com/blogs/TinoVanderKraan/20131114/204755/Sales_and_PostMortem_of_Small_Bang_Theory_on_OUYA.php

2. Call to action

The call-to-action button is designed to encourage the user to take a specific action. A good call to action is able to significantly increase the conversion rate and turn the user into a lead.

3. Bit.ly and Goo.gl

Shortening links is an extremely important issue in generating sales leads. Thanks to it, we can successfully monitor the effectiveness of all shortened links and optimize the purchasing process accordingly. The chaos that reigns in the url may ultimately discourage the recipient from clicking on the link.

(Source): http://bit-ly.en.softonic.com/web-apps

4. Marketing automation

The more information we are able to obtain about our leads, the more likely we are to successfully complete the sales process. Therefore, it’s a good idea to redirect the form to Thank You Page after the recipient fills out the form, where there will be an additional call-to-action. See also my article about marketing automation. 

5. Progress Monitoring

One of the basic tools, of course, is Google Analytics, which allows you to analyze website traffic and control your advertising campaigns. With GA, we can find out what content people like and then adjust the message accordingly to generate leads.

6. Form on the page

The shorter and clearer the form, the greater the chance of getting a sales lead. It must consist primarily of a minimum number of half, a visible call-to-action and a good message in the header.

7. Facebook Lead Ads

The lead campaign on Facebook is seemingly no different from the standard one. However, if you click on the call-to-action feature in your ad, the form you created when you created your creative will appear. This allows us to obtain valuable data, such as your name and e-mail, which are automatically taken from our profile. We may transfer such a database to ours with marketing consents. See also my ideas for Facebook campaigns.

8. LinkedIn campaign

Contrary to appearances, it’s not Facebook, and linkedin is the main channel for acquiring leads on social media. Created and shared expert content is of great interest and favor in B2B contacts, in other words – good quality content encourages the user to take advantage of the company’s offer.

(Source): http://www.admonkey.pl/najciekawsze-case-studies-z-wykorzystaniem-linkedin-23272.html

9. Receive E-book

The strategy of acquiring valuable leads boils down to the inclusion of content marketing activities. One way is to prepare a high-quality free e-book that will be willingly shared on social media. To download the content, you need to provide your contact details, that is, leave the lead.

10. Free Report

Industry reports are particularly valuable to marketing professionals. They allow you to obtain, among other things, data on market developments. In many cases, access requires an email address, name, industry, and position in the company.

11. Receiving the Guide

Online guides are very popular with people who want to get to know the industry more. Free knowledge is at a premium, although in the internet space it does not always prove valuable. Preparing a guide is quite laborious, but it can result in the user leaving their contact details and obtaining information about the interests of the recipient.
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12. Save and send the Newsletter

Most companies provide high-quality content through mailing communications, to which the recipient can voluntarily agree and leave contact details. By analyzing the Open Rate and the content read willingly in the e-mail, we can adjust the message accordingly to the recipient and thus direct the sales process at a later time

13. Watching Video

Video is easier to evoke emotions and arouses the involvement of the audience, it is also more digestible than the written word. We can prepare a video action aimed at acquiring leads. In exchange for watching an interesting video, please leave your contact details. Recently, video is also the most outreach marketing tool.

(Source): http://interaktywnie.com/badania-i-megapanel/wideo-w-internecie-sprawdz-kto-tak-naprawde-je-oglada-247348

14. Slide Share Presentation

SlideShare is an extremely important service in B2B communication. By posting industry presentations, we build our image as an expert. If the recipient likes the presentation, they can contact us using the contact form provided.

15. Participation in the Webinar

The organization of a free webinar is an excellent opportunity to gain valuable contacts. A good substantive preparation of the speaker will certainly encourage the audience to leave questions and contact a representative of the company.

16. Barter mailing

Due to increasing marketing costs, as well as the cost of reaching a potential customer, many companies opt for barter activities. One of the effective lead generation activities is mailing to customers co-operated with our offer. This form of advertising carries a lot of legal obligations and it is certainly necessary to prepare other content that will not be a clear offer.

17. Collecting leads on the street

Although it may seem that handing out leaflets is already an old and non-working way to reach customers. It turns out that the renewed form of these actions can be effective. It is enough that when giving away free prizes we will ask you to subscribe to our “newsletter” in order to keep up to date with the prizes and the offer of the company. Most people give their details without any problems after receiving the prize.

(Source): https://www.livechatinc.com/

18. Chat on the site

Setting up a chat is a good way to get leads, especially when a customer enters their name and email when logging in. You need the memory to send to such Opt-in clients or set a marketing consent before logging in to livechat.

19. Instagram campaign

This form of lead generation is new, but there are already case studies on the internet confirming that “Instagram sells”. Currently, the advertising option isn’t available to all businesses.

20. Referal Lead Campaign

This form of lead generation is also very difficult and legally binding. The very process of receiving data from potentially interested parties is very delicate and must be carried out in consultation with a lawyer and an internet marketing specialist.

Often, advertising campaigns, which bode well for success, turn out to be a failure and at the same time spoil the brand image. Even if the biggest agencies are behind the idea and the creation process itself, and the budget is not limited, seemingly brilliant thought and creation can prove to be a disaster. Audiences and target audiences have the decisive say, and if they find the ad embarrassing, it’s hard to turn such a failure into a silent success in any way.

Here’s a subjective selection of ad campaigns that have failed:

1. Royal Republic – Roleski

(Source): http://republikaroleski.pl/

“Royal Republic” advertising Roleski. The promotion of ketchup, mayonnaise, mustard, sauces and concentrates has been widely echoed among the public. There was no shortage of negative opinions about the ads, which rubbed off on grotesque and annoyance. The campaign presents people from different parts of the world in original stylizations, showing individual Roleski products. The characters do not associate with mayonnaise, ketchup or sauce. It’s hard to guess which target audience the message is targeting.

2. Brand Cornelius

(Source): http://www.cornelius.pl/ yotube link: https://www.youtube.com/watch?v=JWrFNXtXVHI

The Cornelius brand decided to encourage women to buy beer through sexual associations. The failure can be evidenced by negative comments from the audience on the network and a short broadcast of the spot. Advertising was supposed to be fun, and judging by the opinions of internet users – it came out extremely poorly. She gained a sexist and primitive reputation. In almost every issue, you can see the subtext, and the straw pop-up from the can evokes unambiguous associations. In addition to direct erotic allusions, advertising is also badly “ripped” and not very professional.

3. Mom and Dad’s Mom and Dad’s Don’t Postpone Motherhood Campaign

(Source): http://www.mamaitata.org.pl/

The “Don’t Postpone Motherhood” campaign of the Mom and Dad Foundation has definitely divided internet users and triggered an avalanche of discussion. It was intended to warn young women against postponing the decision on motherhood for the future. Opponents hailed the campaign as too conservative. Another problem was the defence of women and their independent decision on motherhood. In the end, the foundation achieved its goal in part by being the principal of one of the most commented social campaigns of the past year.
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4. Rye Vodka

(Source): http://www.polmos.bielsko.pl/

Rye vodka scored perhaps the biggest mishap on Facebook, posting a photo of a shot of Michał Adamowicz from the “Solidarity” demonstration. The administrator posted them on the brand’s fanpage with the suggestive caption “Hangover Vegas? Written by Rye.” The post sparked a wave of negative reviews. The person responsible for the fanpage was accused of ignorance and lack of elementary knowledge of the history of Polish, and the whole case ended in court.

5. Adrian loves all women
(Source): http://www.adrian-rajstopy.pl/

Adrian loves all women – we know this for a long time, watching the next ads of the company producing pantyhose. However, in the opinion of internet users, the brand exaggerated, releasing the creation with a grave and a quote from Fr. Jan Twardowski “let’s hurry to love people, they leave so quickly…”. The combination of a kuso-clad woman lying next to a cemetery monument with a quote from a poem caused a wave of discontent. The main complaint turned out to be the use of serious symbols for commercial purposes. Moreover, one of the billboards unfortunately ended up in the vicinity of the cemetery in Warsaw…