Okay. First question. Why would you want to a/b test the pricing of your products? Surely it goes against the foundations of customer centricity offering a product to one person at a different price to another customer? Doesn’t this get confusing when you consider purchase attribution? Will customers see one … Read More
Targeting individual keywords? Nah. Learn how to create and use keyword clusters to drive organic ecommerce growth
When you’re tasked to fuel organic growth for your store you’re hit with a series of questions; Do I work on the product page or create long form landing pages that introduce our products? Do I target a specific keyword? If that keyword is far too competitive, what’s plan b? … Read More
You can now take customer support phone calls and track analytics within Gorgias
For busy customer support teams there’s a disconnect between web-based conversations and phone calls. Whilst you have a suite of analytics available to you to track responses and customer success online, incoming calls from customers are often a challenge to track and include in your overall support platform. Until now. … Read More
Share your stage: a little lesson on making what you make matter from Dave Grohl
As you build your brand for the long haul the basic idea is that people begin to ‘buy into you’. You share your stories, you share your journey, you build something unique that your customers become part of (they’re paying customers and don’t forget that). Customers get to know you. … Read More
How Your Work in Customer Retention Impacts Your Work in Customer Acquisition
As you focus more on the post-purchase experience your approach to acquisition will change. As your customers leave in-depth reviews and share their own imagery you’ll make the shift from ‘brand voice’ to ‘customer voice’ in your advertising. As your metrics present a better understanding of customer lifetime value you’ll … Read More
How do you measure the impact of customer reviews on your product conversion rates?
You can’t measure thoughts but you can measure behaviour. As you invest in your customer review platform and begin to extract customer insight from your reviews it’s important to understand the impact those reviews have (in terms of revenue gained) on conversion. Put simply, do customer reviews encourage or discourage … Read More
No free shipping? Explain to your customers why…
Free Shipping! Free Shipping! Free Shipping! What if you can’t offer free shipping? What if you don’t need to offer free shipping? Love this simple message from Loaf.com sat right there on the product page. Honest in approach. Friendly in tone. Written as you would speak. It’s a challenge to address … Read More
Shopify and the value behind creating product context pages
Homepage. Collection Page. Product Page. 9 times out of 10 you’ll find direct to consumer brands pushing visitors from ads to one of the pages listed above. The bad being the homepage crew. Knowing your customer you’ll understand the multitude of reasons people buy what they buy. The importance of … Read More
Retention? First take care of the simple stuff
“We need help with our post-purchase flows” requested the founder of a luxury bath accessory brand. I was intrigued so placed an order. Also… I was a sucker for the discount code. 5 days later a grey oversized polythene bag arrived with 3 crumpled towels and a flannel. No communications. … Read More
Please don’t send “win back” email campaigns like this
If your email subscribers are engaged with your brand, and by engaged I mean opening and clicking, be wary of how you approach win-back campaigns. Consider what exactly it is that you’re winning back; Motivating subscribers to make their next purchase Motivating subscribers to re-engage The metrics used to decipher … Read More
A simple lesson on how to build repeat business
There’s an insightful article in MusicRadar this week that will help you with your own ecommerce business. Rarely do my work and pleasure mix (apart from those 5 years I spent building a guitar retail business) so I’ll take full advantage of this situation. A six string wonder Fender (makers … Read More
Is your desire for email addresses killing your growth?
I’m no fan of straight out discounting. The scenario where you throw up a popup and ask for an email address in exchange for a 10% discount code. There are multiple reasons: you’re putting price top of mind for your customer 10% may not seem a big deal when you’re … Read More