3 strategic conversion killers in ecommerce ๐Ÿ‘‡

๐Ÿค” Not being crystal clear:ย Are youโ€™re communicating the right message? Does the person you are trying to speak to, even understand what your product is about and what benefit they will get?

๐Ÿค” Not delivering a relevant transformation:ย Your customer has two lives. One before your product; and one after your product. They should feel that after buying from you, their life will be better. Have you demonstrated this?

๐Ÿค” Lack of credibility: If you donโ€™t have trust, you will find it difficult to see, even with a discount. Social proof can be a game changer.

A good basic tip for ecommerce businesses… ๐Ÿง

We speak to lots of ecommerce businesses each week – it’s insane how many don’t have any process follow up once a sale has been completed, to continue the conversation with a customer ๐Ÿ˜ฎ

Never consider a completed sale as the endpoint with a customer!

What do I mean by that?

Simply – don’t forget about the customer once they have checked out.

You should implement a follow up process to find out things such as:

๐Ÿค” What worked well.
๐Ÿค” What worked poorly.
๐Ÿค” What pain points they may still have.

Thereโ€™s so much more to a repeat customer than just the money they give you.

Are you finding that a lot of your potential customers leave items in their shopping cart without completing their purchase on your e-commerce site?

You are not alone โ€” shopping cart abandonment is something all e-commerce stores experience.

What are some of the common reasons as to why:

– extra costs like shipping or taxes
– required account creation
– checkout too long/complicated
– had to place item in cart to get the total
– website crashed or had errors
– didn’t trust the site with card details
– delivery too slow
– unsatisfactory return policy
– not enough payment options

So what should you be doing? ๐Ÿค”

Creating an effective abandoned cart recovery campaign. ๐Ÿ’ช๐Ÿป

This doesn’t just mean email – you need to think cross-channel, as well as optimising the customer experience after you bring them back to your site.

Existing customers are every brandโ€™s most valuable asset right? ๐Ÿ’ช๐Ÿป

I’m sure most of you don’t need to ask why – but just in case…

Some of the reasons why your existing customers could be useful (outside of just more sales, increased LTV, and a cheaper CPA):

โœ… They know why they converted.
โœ… What possibly nearly stopped them from converting.
โœ… And, they can provide you with the new/additional tactics/approaches to use to lure more customers, if you listen to their whys and hows.

Thatโ€™s why you need to establish a relationship that benefits both parties.

To do this, you need to devise a post-purchase strategy.

We do this all the time for our ecommerce clients.

Ad copy writing is never a one fits all approach… however, it is worth trying to go by some guidelines, here’s some of what we use at Advertify ๐Ÿ‘‡

1. ๐…๐จ๐œ๐ฎ๐ฌ ๐จ๐ง ๐ญ๐ก๐ž ๐ฏ๐š๐ฅ๐ฎ๐ž ๐ฉ๐ซ๐จ๐ฉ๐จ๐ฌ๐ข๐ญ๐ข๐จ๐ง๐ฌ ๐ซ๐š๐ญ๐ก๐ž๐ซ ๐ญ๐ก๐š๐ง ๐Ÿ๐ž๐š๐ญ๐ฎ๐ซ๐ž๐ฌ: tell your customer how they will live better when they use your product.

2. ๐–๐ซ๐ข๐ญ๐žย ๐ข๐ง ๐ฒ๐จ๐ฎ๐ซ ๐š๐ฎ๐๐ข๐ž๐ง๐œ๐ž๐ฌ ๐ฅ๐š๐ง๐ ๐ฎ๐š๐ ๐ž:ย If your product is for the masses, let your language reflect that.

3. ๐’๐ฉ๐ž๐œ๐ข๐Ÿ๐ข๐œ ๐ฅ๐š๐ง๐ ๐ฎ๐š๐ ๐ž:ย Taking into account the above; be specific on what value proposition/benefit the customer is getting and in language format your target audience resonates with. If your product will save someone half a days work by using your product, then explain that clearly!

The lesson ๐Ÿ‘จ๐Ÿปโ€๐Ÿซ
a) Does the reader know exactly what Iโ€™m selling?
b) Will the reader even care?

Here are 3 things you can do to improve the ๐’‘๐’๐’”๐’•-๐’‘๐’–๐’“๐’„๐’‰๐’‚๐’”๐’† experience for your ecommerce customers:

1. ๐‚๐ซ๐ž๐š๐ญ๐ž ๐š๐ง ๐Ž๐ง๐ฅ๐ข๐ง๐ž ๐‚๐จ๐ฆ๐ฆ๐ฎ๐ง๐ข๐ญ๐ฒ ๐Ÿ๐จ๐ซ ๐˜๐จ๐ฎ๐ซ ๐‚๐ฎ๐ฌ๐ญ๐จ๐ฆ๐ž๐ซ๐ฌ
When branded online communities are built well, they can drive sales and engagement.
Also, they are instrumental in fostering long-lasting relationships into brand ambassadors.

2. ๐Ž๐ฆ๐ง๐ข๐œ๐ก๐š๐ง๐ง๐ž๐ฅ ๐‚๐ฎ๐ฌ๐ญ๐จ๐ฆ๐ž๐ซ ๐’๐ฎ๐ฉ๐ฉ๐จ๐ซ๐ญ
Omnichannel focuses on delivering a consistent, personalised experience for shoppers across all channels and devices.

3. ๐Š๐ž๐ž๐ฉ ๐ญ๐ก๐ž ๐‘๐ž๐Ÿ๐ฎ๐ง๐ ๐๐จ๐ฅ๐ข๐œ๐ฒ ๐’๐ข๐ฆ๐ฉ๐ฅ๐ž
A concise and clear return policy gives consumers a feeling of security.

When it comes to increasing customer retention, why are loyalty programmes worth considering? ๐Ÿง

1. ๐“๐ก๐ž๐ฒ ๐ž๐ง๐œ๐จ๐ฎ๐ซ๐š๐ ๐ž ๐ซ๐ž๐ฉ๐ž๐š๐ญ ๐ฉ๐ฎ๐ซ๐œ๐ก๐š๐ฌ๐ž๐ฌ
A good loyalty program entices customers intoย increasing their purchase frequencyย and the amount they are spending on every interaction.

2. ๐Œ๐จ๐ซ๐ž ๐‚๐ฎ๐ฌ๐ญ๐จ๐ฆ๐ž๐ซ ๐‘๐ž๐Ÿ๐ž๐ซ๐ซ๐š๐ฅ๐ฌ
If customers enjoy your loyalty program benefits and or features, they’re more likely to recommend it to their friends and peers.

3. ๐๐ซ๐จ๐ฆ๐ฉ๐ญ ๐œ๐ฎ๐ฌ๐ญ๐จ๐ฆ๐ž๐ซ๐ฌ ๐ญ๐จ ๐ฌ๐ฉ๐ž๐ง๐ ๐ฆ๐จ๐ซ๐ž
Multi-tier loyalty programsย are powerful instruments that can stimulate customer engagement.

The lesson: look after your customers and they will help you grow.

One of the most essential objectives of your advertising copy… is clarity.

If you get it wrong… your intended audience may not even bother to read it! ๐Ÿ˜

Your benefit to the intended reader/view and what s/he stands to gain from it, if they take action; should be crystal clear.

Do the above. Simple, yet effective – and you’ll already be steps ahead of many competitors! ๐Ÿ‘Œ

Are there Facebook & Instagram remarketing audiences that HAVEN’T been impacted by iOS and Browser changes last year?

Short answer. Yes.

See some suggestions below ๐Ÿ‘‡

๐ŸŽฏ Lead Form Custom Audiences
๐ŸŽฏ Video View Custom Audiences
๐ŸŽฏ Facebook Engagement Custom Audiences
๐ŸŽฏ Instagram Account Custom Audiences
๐ŸŽฏ Instant Experience Custom Audiences
๐ŸŽฏ Facebook Event Custom Audiences
๐ŸŽฏ Shopping and On-Facebook Listing Custom Audiences

We build most of the above into the mix, as part of the Ad funnel process we create for all of our ecommerce clients.

๐Ÿ‘‰๐Ÿป Mandatory sign-up: This adds too much friction to the checkout, and it will likely make you lose impulsive purchases. When you ask them to go through a sign-up process, theyโ€™ll start thinking about their decision again. Keep it simple.

๐Ÿ‘‰๐Ÿป Too many upsells:ย Putting too much pressure on buyers with too many upsells might scare them away and make for a bad experience.

๐Ÿ‘‰๐Ÿป Not being mobile-friendly:ย We shouldnโ€™t even be talking about this in 2022, but yesโ€ฆ optimise your website for a mobile-first experience. Make sure that your CTAs, images, text, and every element look well both on mobile and desktop.