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
How to sell a subscription product on shopify (even if that product is a dippable egg)
Dippable eggs. I didn’t even know eggs were dippable. We dip in eggs, right? Soldiers dipped into runny yolks, but eggs doing the dipping? I’m intrigued. Introducing Perfectly Peckish. Dippable eggs delivered direct to your door (+ dip). Whatever the source that leads you to discover Perfectly Peckish, you’re going … Read More
This business of ‘I’d rather pay full price’….
Successful ecommerce copywriting is conversational. It’s fun. It’s about getting people to love your products and warm to your brand. No matter what you’re selling. It’s about good people talking to good people. So. What’s happening here? This may patronise your customer. And I’m seeing this more and more as … Read More
Your customers are your influencers. That’s how word-of-mouth marketing works
Influencer marketing is a strange one. Paying people, people of ‘influence’, to promote your products to their followers. Yes, I appreciate that agencies profess it’s a far more complicated procedure, but, that’s what it is. Paying for placement. And I see brands of all size, particularly fashion brands, stacking their … Read More
On context and what to do about those popups and overlays
Popups interrupt. Whether your customer is reading, focused on an image or seeking the often mis-placed size guide, the popup will interrupt their thought flow. So, your job is to make that interrupt one that delivers value. And, for the majority of us, the 10% discount code (whole different subject … Read More