Make the most of this festive time with these tips from digital agency Loud&Clear’s Cade Witnish.
As the end of the year draws near, online retailers need to turn their mind to making the most of the spending silly season – you don’t want to find yourself caught out when December rolls around.
Holiday pre-season marketing has begun – major retailers are beginning to train employees to serve the holiday shopper, festive catalogs are being mailed, and some retailers have already started their social campaigns.
A battle is in place to grab a share of wallet and it all starts by getting your consumer to pay attention. Here are our top line MUST do’s to ensure your online store is making you money.
Study your data
If you haven’t already, review your digital analytics and sales data from quarter two last year. What promotions worked, what didn’t, what segments of your database reacted to what medium. What was your CAC? How do you improve on that and what marketing budget do you need to set for this year?
Regardless of how wonderful everything else is, without analytics, improvements and changes to last year’s campaigns become guesswork. (Google analytics and crazy egg for screen hotspots).
Your database is the lifeblood of your site. Create reasons for users to share details with you so you can re-market to them; show them what they want to see; but don’t be creepy.
Many online retailers will spend a fortune on trying to attract new customers to their site, but pay little attention to those people that have been to their site, gone to purchase and thought otherwise. Cart abandonment tools such as Rejoiner will pay for themselves several times over, and implementing EDM’s, retargeting and social media advertising campaigns to support will add significantly to your top line sales.
Must be mobile friendly
If your online store isn’t geared for mobile – you are missing out! Customers will no longer tolerate clunky responsive designs that aren’t optimised for mobile shopping.
Information pages should get to the point quickly, with clear calls action on each page (more content can be offered in deeper website pages). Make it clear what you want the user to do/experience when they come to your site.
By keeping the navigation simple and providing a clear path to purchase you will minimise cart abandonment.
Experience is everything
At the end of it all, you don’t want your customers to have buyer’s remorse – ensure the entire user journey is a memorable experience; this includes the offline experience too.
Consider ways to surprise and delight customers for their custom.
- Consider doing something special with packaging to make delivery an experience.
- Have good return policies, consider not charging postage for returns
- Consider free shipping on certain special days
- Consider including a ‘bonus’ gift with certain orders over $X
The shipping cost barrier
Customers will be turned off by amazing prices that end up giving them sticker shock through postage and checkout. Ideally, a user can look at postage while still browsing.
Shipping should be as cost effective as possible, if not free on some promotions. Offering free shipping for people that spend ‘$X’ – this amount should be a few dollars above your most common order amount, will drive your average cart order up will assisting your cart conversion rate.
Users expect simple shipping and return policies, relegate the legal documentation to another page. Instead promote how easy shipping and returns are, and turn a typical pain point into a unique selling proposition.
Please login with linkedin to commentLuna Park
Australia’s media agency market is finally emerging from the COVID crisis, with the latest SMI data showing the market back just 4.8 per cent in October and the forward bookings detail confirming November and December ad demand is well above where it was at the same time last year. The October market was boosted by […]
Norwegian Cruise Line has launched its new global brand campaign, “Break Free,” encouraging travellers to look beyond the confines of 2020 and towards a future when they can reconnect with the people and places they have missed most. Encouraging travellers to revive their destination dreams and make them holiday realities, the campaign which is a […]
Cricket Australia’s (CA) interim CEO Nick Hockley (main photo) has slammed broadcaster Seven for talking “our wonderful game down”. In a blistering attack on its broadcast partner, Cricket Australia lashed Seven for its ongoing legal stoush as it attempted to exit its four-year deal with the sport. As reported on B&T today, Seven West Media […]
Road safety meets a time-honoured Christmas tradition with the launch today of the Transport Accident Commission’s ‘Spend it Wisely’ advent calendar initiative, developed in close partnership with Melbourne-based creative agency TABOO. The digital advent calendar provides 25 days of road safety tips, plus offers and discounts to businesses throughout the holiday season, to help Victorians […]
PepsiCo Australia and New Zealand has announced the appointment of Vandita Pandey to the newly created role of Chief Marketing Officer for both snacks and beverages. Pandey comes from Frito-Lay (a PepsiCo company) in the United States where she has spent the last 11 years in roles that span across marketing, corporate strategy, insights and […]
A bunch of well-known Aussie musicians have been called upon to feature in a new digital marketing campaign by Destination NSW geared at convincing Australian travellers to take a road trip in the state. Informed by audience insights captured through consumer travel websites Sydney.com and VisitNSW.com, the ‘Road Trips’ campaign uses the top searched items, […]
In this guest post, DDB Sydney MD Priya Patel (pictured) discusses why DDB is supporting the launch fo shEqual, an advertising equality initiative from Women’s Health Victoria… shEqual, which launched last week, encourages advertisers and agencies to seriously consider the work we produce and how, collectively, we can move away from tired stereotypes and sexualised […]
Following on from the appointment of Paul Evans as its first Global CEO, Adgile Media has set about expanding and developing its talent base, in order to support and drive growth within the Australian market. Stu Carr joins as Adgile’s new Director of Customer Insights, where he will support clients with their data and analytics […]
Amaysim has debuted the official music video for the song at the centre of their new campaign, Love Machine, performed by former Gang of Youths lead guitarist, Joji Malani. The music video, produced by creative agency, 72andSunny, builds on the success of amaysim’s recently launched Little Sim, Big Love brand platform and tells a tongue in cheek […]
Partners of Val Morgan Digital, Fandom, the largest entertainment fan site in the world, have this month teamed up with mega brand, adidas to build hype around the release of their new X9000 range. The multi-faceted campaign included a mix of written & video content that tapped into the core pillars of style, tech, and […]
Brand experience and innovation company Akcelo has today announced the latest senior addition to its growing team, appointing highly experienced marketer Anne Ngo as martech and customer strategy director to lead and grow the practice. Ngo will help Akcelo clients grow their customer marketing and martech maturity by leveraging her deep understanding of the challenges […]
7-Eleven has entered strategic partnerships with Adobe and Microsoft in what is set to accelerate the company’s ambitious digital strategy. With transformation works well underway, 7-Eleven’s digital plans signal a significant step forward for Australia’s leading convenience retailer. 7-Eleven General Manager of Strategy and Technology Stephen Eyears (pictured) said the company sought to deliver more agile innovation in order to meet customer needs across […]