Why COVID Means You Need An Ecommerce Optimisation Strategy
In this guest post, New Republique CEO Nima Yassini (main photo) says COVID has hastened the journey to ecommerce and offers his expert tips if you’re lagging in that department…
It took a global pandemic for the retail sector to accelerate their shift online, but for those businesses that think having a website is enough, the next wave will require more sophisticated optimisation to retain customers.
According to the NAB Online Retail Sales Index, Australians spent $44.18 billion on online retail in 2020, accounting for about an eighth of total retail trade. This represents an increase of 44.4 per cent on the same figures for 2019. What COVID did was accelerate the demand by increasing the adoption of online retail for customers while also proving to businesses that they needed to invest in digital infrastructure to ensure they could service the demand.
It’s now time to focus on strategy. The case for investing in ecommerce is pretty clear, but what should your strategy include?
Strengthen your weak points
Initially, I would start by looking at the common areas of failure, which tend to be product landing pages (PLPs) and product detail pages (PDPs), and cart summary pages where there are high exit rates. Reduce bounce and exits and you’ll already improve conversion.
Email and social media campaigns often point to PLPs and PDPs, which make them some of the most important pages on the site. Optimising these is therefore critical to ensuring a good customer experience, where there’s a clear brand connection from the campaign to the product.
Sign up your shoppers
Web browsers are set to turn off third-party cookies next year which mean brands need to switch to a first-party unique identifier to run retargeting campaigns. As a result, many sites will require users to sign in to buy. This is great for brands building a member database, but can be off-putting for some visitors, so it’s important to make this step as seamless as possible.
Because each brand is different, there’s no one-size-fits-all solution but you can try simple sign-ups (‘add your email to continue shopping’), incentivised sign-ups (‘receive 10% off your first order’ or ‘bonus gift with first purchase’) or make the sign-up compulsory. Also test different formats and placements to entice users to complete this step.
Without this ability to retarget, brands stand to lose millions in revenue. A client of ours forecast a loss of $20 million without third-party cookies, so capturing this data is crucial.
Start the personalisation journey
Building a profile of your customers takes time and right now the biggest area for growth is in personalisation. But personalisation isn’t just a switch you can turn on – beware of agencies that say it is. Personalisation is a collective layering of different techniques that help connect a customer to your brand for a unique experience.
The more data you can collect about your customer – not just what they look at or what they like but how they behave – the better you can serve them. The only way to confirm behaviour is to test it. In The Pulse Report, compiled from the 2020 Experimentation Maturity Index, we found that around two in every three organisations were using experimentation to improve their personalisation efforts.
Don’t follow best practice
Every brand striving to give their customers a unique brand experience needs to understand that everything about their ecommerce strategy is heavily contextualised. This means that following ‘best practice’ is a misnomer because what’s ‘best’ for one business may not work for another.
The other mistake I see many businesses make is trying to solve problems in a traditional way, working towards an output rather than an outcome. This means they design and build a website without actually figuring out what will work. A major liquor retailer recently spent a year and over a million dollars on a site redesign based on user focus groups. Sales dropped drastically straight after launch. They ended up rolling the whole thing back to the old site. Users can tell you one thing but often their behaviour tells you another, so testing will help guide your process and give you the data to validate a decision to implement a feature or function.
Connect your channels
And finally, if you have a physical store, you don’t need to let ecommerce cannibalise it. A physical store is part of the brand experience, so take an omni-channel approach. People enjoy the convenience of ecommerce but love the physical retail experience. A strategy that connects them, like click and collect, can help enhance the brand experience. Customers can purchase online but then engage in-store: for example trying on clothing and having the option to exchange it or access a refund or purchase additional items.
The recent ecommerce boom has been the catalyst for digital transformation but, to succeed in the future, businesses will need to develop and invest in the digital strategy that best reflects the brand experience their customers want.
Please login with linkedin to comment
new republiqueLatest News
TV Ratings 29/4/24: Farmer Wants A Wife And Lego Masters Lock Horns In Overnight’s Battle
Who won the battle of the big guns - Lego or Farmer Wants A Wife? One thing's for sure, it wasn't Great Train Journeys.
Nielsen Data Reveals Brands Spending Big To Attract Aussie Tourists
Nielsen Ad Intel data has revealed that the travel and tourism industry spent more than $153 million on advertising in Australia in Q1, 2024 – an increase of 8 per cent from the previous quarter, with TripADeal the biggest spender, followed by Virgin Australia, then the Flight Centre-owned Ignite Travel. As many Australians return from […]
IAS Awarded New Responsible AI Certification From Trustarc
Integral Ad Science tossing up over the mahogany or teak frame after being awarded TRUSTe Responsible AI Certification.
AWARD Calls For Hall Of Fame Nominations
B&T's noms for AWARD Hall of Famer includes Louis The Fly, Chums' talking Scottie dog & Mumbrella's coke dealer.
Havas Red Wins PagerDuty PR Account
Havas Red wins PagerDuty's PR. And judging by B&T having to Google PagerDuty, it could probably do with some help.
ACA Poised To Release Results Of 2023 Create Space Census
The Advertising Council unveils date for its census results. Hey, why not coincide it with an office lamington drive?
Why Fear Is Essential To Fernando Machado’s Creativity
If there's anyone B&T loves to chat to, it's fabled marketer Fernando Machado. Although the 5am time difference sucks.
Superdry Drafts AFL’s Patrick Lipinski For New Campaign
B&T fast regretting that poncho we just bought, as it appears the puffer jacket returns as winter's hottest trend.
Elon Musk vs eSafety: Legal Experts Warn That ‘Rogue Operators’ Like X Are Unlikely To Win Federal Court Battle
If this legal stoush boils down to who can afford the better lawyers, B&T's backing Mr Musk every single time.
Amy Poehler Presents First Look At Inside Out 2 At Vivid Sydney 2024
Vivid isn't about freezing your arse off while looking at lights on a wall, as you'll learn with this Amy Poehler news.
Mutinex Launches DataOS Improving Data Warehousing & Quality For MMM Marketers
Work in marketing? Does your data warehousing resemble a teenager's bedroom? Here's a Marie Kondo-approved read.
IMAA Celebrates Three Years Of Group Trade Credit Insurance Deal
Are you a struggling indie? Thinking of firebombing the building for the insurance money? IMAA has you covered here.
Adam Sandler Seemingly ‘Slams’ Ukraine In Pro-Kremlin Campaign
Host of A-list celebs caught slamming Ukraine's president. Thankfully it does have the Milli Vanillis about it.
New Marketing & Comms Agency For Defence & Aerospace Industry Takes Flight
As painful as this is to say, judging by current world events, the bomb & tank industries must be in rude health.
Opinion: Do Punters Want To Wear Your Brand?
This columnist asks do punters want to wear your brand? B&T'd say yes if you were Nike, no if you were Anusol.
WiredCo Builds Portfolio With Appointment To G.J. Gardner Creative Account
WiredCo 'cements' its relationship with home builder G.J. Gardner. Did you see what B&T cheekily did there?
Keep Left Reveals ‘Strategically Assembled’ Strategy Team
PR agency announces serious upgrade to its strategy offerings. Thankfully stops short of calling them Delta Force.
Initiative’s Michael Chong: What Do Mountaineering, Media & Marketing Have In Common?
Yes, B&T's running an inspiring mountaineering story. And this from people who won't come to work if the lift's broken.
CMOs To Watch: DrinkWise’s Part Time Builder, Part Time Marketer, Nathan Kent
Despite his love of DIY, B&T can't see Drinkwise's Nathan Kent in any "you can get it" VB ads anytime soon.
Mari Kauppinen Pops Up As MD Of ITA Group ANZ
Mari Kauppinen set to bring some zing, some song and some va-va-voom to her new role at ITA Group.
“It Is Getting Better But At A Glacial Speed”: PR Guns On Shaping A More Diverse Media Industry
B&T has a love-hate relationship with PRs. Love if they take us for a boozy lunch. Hate when you send releases as PDFs.
GoTransit Media Group Unveils The Power Of Regional Transit Advertising
Need reminding lots of people live outside the Surry Hills enclave? It's the regionals &, yes, they have almond milk.
Slew Of Promotions For Special Senior Creative Leadership Team
Special announces a slew of promotions in its creative team. And, no, they didn't order Uber Eats to celebrate.
Kantar: AVOD Subscribers Double In 12 Months
Study finds Aussies happy to watch ads on their streaming services. Or, are they just putting the kettle on more often?
Val Morgan Digital Exceeds All Campaign Uplift Benchmarks Via A 12-Month Brand Metrics Study
Val Morgan announces it has exceeded all its campaign benchmarks. Still can't get under an hour for the City To Surf.
Australian Retirement Trust launches monster of a campaign, by M&C Saatchi and Bohemia
Get offered a seat on the bus today? Knees creak like an old pirate's galleon? This retirement ad may be of interest.
Print Audits To Discontinue As Audited Media Association Of Australia Pivots To Support Influencer Marketing
Is it just B&T or are audits in the media industry suddenly becoming murkier than Roxy's husband's tax returns?
News Corp Australia Launches 2024 National Education Advocacy Initiative With Expanded Program
News Corp set to shine a light on the nation's schools in new series, giving illegal bikie gangs a well-earned rest.
Decoding The Consumer Maze: Urban List Report Reveals How Modern Shoppers Spiral From Discovery To Purchase
Latest report unravels a shopper's journey from the joy of discovery through to a nasty letter from a debt collector.
Cosmo Returns To Australia!
Ever get the feeling we've weirdly warped back to 1988 at the moment? Confirm it with the relaunch of Cosmo in print.
People & Culture Consultancy Human Kind Collective Launches To Plug HR Gap For Media Agencies
Does the very mention of HR have you struggling to remember last year's Christmas party? Get the sweats with this news.
‘We Want To Be A Growth Partner, Not Just A Media Buyer Or Someone That Makes Ads’ – Bohemia Boss On Agency’s Ambition
B&T's chatting with Bohemia boss Paul ‘Hutch’ Hutchison. Although we do think 'the dagger' a far superior nickname.
Initiative’s Geoff Clarke: ‘Youth Hits Targets With Enthusiasm, Experience Hits The Targets You Can’t See’
Initiative’s CCO Geoff Clarke on the value of experience in agencies. Not to mention quoting lines from Pulp Fiction.
The Iconic Teams Up With 5 Aussie Athletes For Latest Campaign
Fashion label brings in the athletes for new campaign, many of whom appear to have prepped with re-runs of Zoolander.
Seven West Media Secures New Director Of News & Current Affairs
After a tumultuous few weeks, Seven unveils director of news & current affairs. And B&T never uses tumultuous lightly.
Seven Network Expands NSW Sales Team With Two New Group Business Directors
Seven ramps up its NSW sales team. Both of whom are well versed in pronouncing Manu Feildel's croque-monsieur.