Saturday, January 20, 2018

Comics of the Week #424

Every week we feature a set of comics created exclusively for WDD.

The content revolves around web design, blogging and funny situations that we encounter in our daily lives as designers.

These great cartoons are created by Jerry King, an award-winning cartoonist who’s one of the most published, prolific and versatile cartoonists in the world today.

So for a few moments, take a break from your daily routine, have a laugh and enjoy these funny cartoons.

Feel free to leave your comments and suggestions below as well as any related stories of your own…

Just keep designing

Stress site

 

Rude emoji

Can you relate to these situations? Please share your funny stories and comments below…

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Friday, January 19, 2018

How to Build an Interactive HTML5 Ad in 10 Minutes

Today we’d like to demonstrate how to build an interactive HTML5 banner ad.

This was a project we did for Carlsberg a while back, which we think can be useful for designers and programmers interested in front-end design work.

Carlsberg is a multi-billion dollar, global beer brand that employs over 40,000 people around the world. Besides the household Carlsberg brand, they also house other brands such as Tuborg, Somersby (cider), Kronenbourg, and Dali Beer (a fast growing brand in Asia).

What Is An Interactive Ad?

Let’s do a quick recap. In the old days, we had text ads, which are basically a short text blurb with a link to the advertiser’s page, product or service.

Next came static banner ads. These are typically static images. They’re more compelling that text ads, because images are worth a thousand words. The main formats come in a 300×250 pixels (box), 728×90 (wide) or 90×728 (skyscraper).

Then, Flash technology game along on the desktop browser. Flash was revolutionary, because it enabled a wave of animated banner ads, as well as interactive ones. Animated ads captivate user attention resulting in higher click through rates (CTR). Players could even play a micro-game such shooting something, or throwing a ball into the hoop.

In 2010, Apple convinced the world of the virtues of switching to HTML5, and with giants including Google following suit, Flash technology quickly declined.

Ad technology companies see the huge growth potential in mobile, and hence started implementing HTML5 into a new, cross-platform ad unit. This unit is called the HTML5 interactive ad, supported by new industry standards such as MRAID, MRAID2, and such.

Long story short, an interactive HTML5 ad, is an ad that now works on smartphones, tablets and desktop browsers.

So What’s This Carlsberg Ad About?

Here’s a link to video, showing the interactive ad running on an iPhone:

The goal of this interactive ad is to drive awareness of the World Rugby Sevens Tournament, an annual rugby event that happens in Hong Kong. The best of the best teams from all around the world compete annually to win the top prize. Carlsberg is one of the main sponsors.

The ad experience is simple. Users see a glowing Carlsberg beer bottle. A message is asking the user to tap on the glowing bottle.

Upon tapping on it, a short animation plays of a rugby player carrying a cold, iced bucket of Carlsberg beers.

A fun brand slogan appears: “Are you beer ready”?

Users can then tap on the ‘Find us on Facebook’ link to visit the advertiser’s page for more information.

Back To Our Regular Programming

An interactive HTML5 ad consists of 5 main elements:

  1. index.html (main entry point)
  2. main.js (the javascript that contains the logic)
  3. main.css (the CSS stylesheet)
  4. assets (visual assets)
  5. the outbound link (where the ad should take users to)

Let’s start building the ad…

Part 1: index.html

The index.html consists of standard HTML declarations.

See the Pen Carlsberg Interactive Ad Demo – index.html by Ben Chong (@marketjs) on CodePen.

https://production-assets.codepen.io/assets/embed/ei.js

What matters here are the meta viewport, and the linking to main.css and main.js

As you can see, it’s fairly simple. Nothing out of the ordinary.

Part 2: main.js (The Meat And Bones )

The main.js is a Javascript file that drives all the interaction with the ad.

See the Pen Carlsberg Interactive Ad Demo – main.js by Ben Chong (@marketjs) on CodePen.

https://production-assets.codepen.io/assets/embed/ei.js

At the top, we insert jQuery’s entire minified JS. Note that you can use the latest version of jQuery from http://jquery.com/

jQuery will be helpful for most of the DOM manipulation techniques we use.

Next, we create a simple image based preload function.

We preload a bunch of graphical assets related to the ad.

Now, on to the logic. When the ad loads, you’ll notice we create 2 divs, called scene1 and scene2.

scene1 contains the div of the glowing bottle. When it’s clicked on, it transitions to scene2, via the gotoScene2 function

scene2 itself contains the tagline div, which redirects to the Facebook page of Carlsberg, when tapped.

That’s basically it. Very simple logic is needed.

Part 3: main.css (The Stylesheet)

The main.css file contains all CSS-related styles.

See the Pen Carlsberg Interactive Ad Demo – main.css by Ben Chong (@marketjs) on CodePen.

https://production-assets.codepen.io/assets/embed/ei.js

In this example, we did some of the cool animations you see via CSS

For instance, the glowing beer bottle uses the blinker value from the -webkit-animation property

We also add a few standard algorithms that users tend to love, such as bounceIn and bounceOut

Part 4: Visual Assets

Interactive ads require fun visuals that are brand-related. Hence, it’s advisable to work with a designer on interactive HTML5 ads.

In our case we used: The blank green background; The bottle; The background with the rugby man holding a cold ice bucket of beers; The call to action graphics.

Part 5: Call To Action (CTA)

This is the most important parts to any interactive ad. The call to action has to be designed to well, that users actually want to click through to find out more.

It has to be a compelling message that ties to user’s curiosity.

For emphasis, here’s the final CTA look:

Summary

We hope this article is useful for the community. As you can see, this interactive ad is really easy to build and takes not more than 10 minutes to assemble yourself.

Click here to download the project files and source code.

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Thursday, January 18, 2018

The Essential Messaging Component Most Ecommerce Sites Miss and Why It’s Deterring Your Customers from Purchasing

In today’s Quick Win Clinic, Flint McGlaughlin looks at the home and product pages for Worthington Direct, an online furniture store for businesses and schools. It is obvious that everything on this site is designed to help visitors find the product they are looking for and to convince them that the product is right for them. But there are many online furniture stores. Why should visitors choose this company over others? This retailer fails to answer that crucial question.

The designers of this website made a mistake the McGlaughlin believes is the number one flaw most ecommerce stores make today. If you offer the right product, but you neglect to show that you are also the right company, then you have lost a sale.

Your copy on this page needs to help me draw a sense of certainty inside that not only is this the right product but you are the right company. 

— Flint McGlaughlin, Managing Director and CEO, MECLABS Institute

Watch the video to get further insights into creating webpages that produce maximum results.

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A Simple Guide for the Busy Marketer: Using data from online marketing and web analytics tools

How does Adobe define bounce rate? What’s the difference between exit and bounce rate? And how can these numbers be meaningfully used to better serve customers and ultimately improve results?

Let’s take a closer look at some of the numbers you see in your digital marketing analytics platform to help answer this question.

We’ll focus on terminology used by Adobe Analytics and Google Analytics since they are the two most popular analytics platforms. For example, 74% of the Internet Retailer Top 500 use Google Analytics, 41% use Adobe Analytics and only 16% use others (IBM Digital Analytics, WebTrends, etc.).

Also, since many organizations use multiple platforms (as you can see the above numbers), it’s helpful to understand when different platforms use different terminology to mean essentially the same thing.

Bounce Rate

What it is: Google Analytics defines bounce rate as “The percentage of single-page sessions in which there was no interaction with the page.” Adobe Analytics has a similar definition. It’s important to note that exit rate includes bounces, but it also includes instances when a visitor did interact with something (e.g., a previous page) and this was simply the last page they viewed on your site.

How to use it: This one strikes fear into the heart of many marketers. “People are just bouncing off my site? Simply bouncing? And it’s not a Tigger type of friendly bounce.”

However, many marketers should ease their anxiety and focus elsewhere. Bounce Rate is usually most helpful for a business that sells traffic, like a publisher that sells ads on its site. In that case, the goal of most pages (which tend to be content, like an article or blog post) is to get people to view more pages and thereby generate more ad revenue.

But if you’re selling a product or service, your focus shouldn’t be getting visitors to simply view another page. It should be to walk them through a thought sequence to help them make the best purchase decision. Essentially, a funnel.

A word of caution: “For funnel optimization, I tend to focus more on exit rates and clickthrough rates to other steps in the funnel,” said Rebecca Strally, Associate Director, Strategy Development, MECLABS Institute.

“It’s not that bounces aren’t salvageable, it’s that source/medium reporting has gotten spottier over the years so it’s difficult to assign a bounce to a specific off-site source and therefore we are hard-pressed to determine what motivation may be lacking on the page. I’ve seen better long-term results when we just focus on moving more people deeper into the funnel rather than worrying about how to reduce bounces specifically,” she said.

Exit Rate and Exits

What it is: The number of a particular webpage’s views that were last in the session. Google Analytics provides an exit rate and shows a percentage, Adobe Analytics shows exits and provides a total number. As mentioned above, exit rate includes bounces, but it also includes instances when a visitor did interact with something (e.g., a previous page) and this was simply the last page they viewed on your site.

Also, keep in mind how the denominators are different between exit rate and bounce rate. Since bounce rate essentially mentions a one-page session, the bounce rate is only measuring against entries to that page. Exit rate includes both people who entered the site on the webpage you’re looking at metrics for, but also anyone who viewed the webpage and entered from a different page.

How to use it: It can help you understand the biggest leaks in your funnel. This may be the place in the buyer’s journey that is most ripe for conversion optimization work to improve your overall results. Why are people leaving before purchasing or becoming a lead? And what information can you provide to encourage more of them to continue the journey through your funnel?

A word of caution: People will naturally leave at certain stages of your funnel more frequently than others, and it doesn’t necessarily mean that step of the funnel is underperforming. For example, if the first step of your purchase funnel asks people to select the color so they can see what their future couch will look like in that color, and the second step asks for a credit card and purchase, people are far more likely to exit on the credit card step even if you’re executing it quite well due to the nature of the ask.

Visits, Sessions and Unique Pageviews

What it is: The number of visits within the time of your report. Adobe Analytics refers to this as “visits,” and Google Analytics refers to this as “sessions” (for multiple pages in a single visit) and “unique pageviews” (for an individual page, even over multiple sessions).

How to use it: This can help you see how many times people are coming to your website. For many products and services, a customer may have to visit your website and get information about your company over time (while building trust) before making a purchase.

“In order to tell how many times people are coming to the site you need to do a calculation — visits per visitor will tell you this,” advised Taylor Bartlinksi, Senior Manager, Data Analytics, MECLABS Institute. “A visit per visitor value of 2 means that on average, users come to your site twice in the date range you have set. You can also compare visits per visitor on a page basis to see if users are returning to any particular page more often than others.”

But a word of caution: This is an engagement metric. While it can be an important step in the funnel to lead to an ultimate conversion, it likely isn’t your end goal. So you may want to focus less on getting an increased number of visits and focus more on getting visits from your ideal customer. More visits from your ideal customer are what will ultimately lead to more sales and conversion.

Page Views

What it is: The number of times a page is … wait for it … viewed. Unlike with unique pageviews or visits, this metric can include multiple views from the same person, even if they simply hit refresh. While Google Analytics and Adobe Analytics refer to this by the same name, they differ slightly on the grammar: Adobe calls it page views and Google calls it pageviews.

How to use it: It could give you a sense of how popular certain pages are on your website. If you engage in conversion optimization on the most popular pages, you can increase your chances of getting more leads and more sales.

But a word of caution: As mentioned above, people hit refresh on webpages. They go back to a page multiple times just because they’re distracted by something else. This measurement could be showing not just popularity, but simply distracted browsing and user habits.

Clickthrough Rates

What it is: Essentially, clicking on a link. This could be clicking on a homepage link to get deeper into a site, for example. Or clicking on a specific product on a product gridwall. But it can also be clicks from offsite to the website, like clicks from an online advertisement or an email. This is shown in terms of total number of clicks as well as clickthrough rate (CTR) percentage.

How to use it: This metric can help you track the effectiveness of not only parts of your website but also elements of your channel at driving prospects to the next step of the funnel.

When to de-emphasize it: If you’re paying for traffic (for example, a pay-per-click ad), your goal shouldn’t be to get the highest clickthrough rate on that particular advertisement. The goal should be to get the most clicks from customers who ultimately get through your funnel and make a purchase or take some other ultimate conversion action.

Unique Visitors and Users

What it is: The number of unduplicated visitors to your website within the time of your report. Adobe Analytics uses the term “unique visitors,” and Google Analytics uses the term “users.” One important caveat, different platforms calculate this metric in a different way (more on that below).

How to use it: This metric helps you determine how many actual people you’re reaching with your website. It can ultimately help you determine how many people take the desired action you want them to take, and help you optimize that number by running A/B and multivariate testing.

A simple word of caution: This metric may not be perfectly tracking how many people visit your website. This is probably the most difficult metric to measure of any listed in this article since customers use multiple devices and some use private browsing modes or otherwise hinder cookies so analytics tools could double- (or triple-) count some of your visitors. It’s also important to understand how unique visitors and users are counted if you’re testing on your website.

Because of this, Adobe and Google might count unique visitors and users differently. For example, if a visitor was logged in to their Gmail account and visited the same website using a desktop device and a mobile device, Google may be able to track those visits as being from the same visitor where Adobe wouldn’t. And there are likely scenarios where Adobe would be able to tell a visitor is the same on multiple devices where perhaps Google could not.

A more complex word of caution: If you really want to get into the weeds, let’s address this question — how do unique visitors differ between Google Analytics, Google Content Experiments, Adobe Analytics and Adobe Target?

Keep in mind, a unique visitor is only unique in reference to a certain timeframe. So, the way you pull data from your testing platform (like Adobe Target or Google Content Experiments) when running a test may show a different number than your analytics platform because it may be accounting for a different timeframe.

To explain this better, Rebecca Strally provided the following scenario:

  • I ran a test for the entire month of May (31 days)
  • Visitor A came to my site once in May
  • Visitor B came to my site three times on three different days in May
  • Visitor C came to my site two times in a single day in May

All of these platforms define unique visitors in the same way, so if we were to pull a monthly report from each platform, we would have three unique visitors.

Where the discrepancy comes in is when you begin pulling daily data.

If you are pulling daily data from either Adobe Analytics or Google Analytics to cross-reference to your results from Adobe Target or Google Content Experiments you will get different numbers. This is because Adobe Target and Google Content Experiments will not pull daily data; they will pull aggregate data for the entire test period.

Let’s look back at the scenario. If we pulled daily data from Adobe Analytics or Google Analytics, we would get five unique visitors (Visitor A = 1, Visitor B = 3, Visitor C = 1), but Adobe Target and Content Experiments would only be showing three unique visitors (Visitor A = 1, Visitor B = 1, Visitor C=1), because they are looking at the entire month of May.

For your tests, you should pull data aggregately so you don’t deflate the conversion rate with more unique visitors than really were in the test.

How This Data Can Be Used to Better Serve Customers and Improve Results

Keep in mind, there is one flaw with each metric we’ve discussed. It tells you about the past, not the future. That’s why the testing scenario in the previous section is so important.

You can, of course, use these numbers to better understand customers and start predicting their future actions and, more importantly, what changes you can make to affect those future actions.

You would create a hypothesis. And run an online test.

For example, if your goal for an SEO landing page is to click through to other pages with deeper info on the topic, and you run tests to improve the headlines for those topics and reduce bounce rate, those numbers and that test helped you better serve customers and improve results.

Or, if you have a five-step process to guide people through the process of choosing a nursing home, you run a test to reduce the friction necessary to move from step three to step four, and in so doing, reduce the exit rate; that is another example of using these metrics to better serve customers and improve results

From each online test, you learn more about your customers. You turn simple numbers in a spreadsheet into a Technicolor view of your customers to help serve them better, and in so doing, improve your business results.

You Might Also Like

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The Freelancer’s Guide to Success and Happiness

In 2016, 34% of the US workforce worked as freelancers, and by 2020, it’s estimated that number will rise to 43%. Freelance opportunities aren’t going anywhere, and more professionals are swapping in their office key cards for a home office.

While the idea of sitting around in sweatpants or relaxing on a beach while working sounds like perfection, freelancing isn’t always a walk in the park. From juggling business responsibilities and invoices to finding your next gig, freelancing comes with its issues. Despite these challenges, a few tips can help you find success and happiness in your career.

1. Believe in Your Worth

Particularly when you’re new to freelancing, it can be intimidating to set your fee. While some projects or jobs may entail negotiation, it’s best to set your rates and stick to them. Depending on your niche, you may work on an hourly rate or quote per project. Set a rate that’s on trend with your industry rather than settle. While you may find more gigs when charging less than the industry average, you’ll experience more stress trying to juggle enough projects to meet your income goals.

2. Network Even When You’re Not Seeking Work

Networking is the lifeblood of freelancing; it’s necessary to keep your business alive. Even when you have contracts, freelancing jobs can be unpredictable. You may have ten small projects one month and three ongoing projects another month.

Finding yourself low on projects can be stressful to your mental health and your wallet. Keep networking with other professionals, freelancers, and potential employers even with plenty of projects on your plate. This effort makes it easier to find a job when you’re looking for your next gig.

3. Hire an Accountant

If you make a single business investment, hire an accountant. Unlike W-2 employees, who have a portion of taxes paid by their employers, freelancers have to cover all of their own taxes and manage their own expenses.

During tax season, it can be confusing and overwhelming to determine the tax credits for which you qualify and what taxes you owe. Working with an accountant not only makes it easier to track expenses and save on taxes but also gives you clearer insight into how much you’re earning after taxes.

4. Set a Schedule and Stick to It

Working the standard nine-to-five Monday through Friday can feel restrictive, but businesses are onto something when they adhere to a consistent schedule. Whether you prefer to work late at night or early in the morning, set a regular schedule for your work week, including the days and hours you’ll work. Aim to schedule four days of work and one day for handling administrative tasks, such as following up on emails, taking care of bills and invoices, and networking. A regular schedule helps you get into a work mindset each time you start your day.

5. Don’t Skimp on Business Necessities

Working as a freelancer means wearing a business-owner hat too. While it’s tempting to cut back on costs wherever you can, it’s worth investing in the tools you need to do your work efficiently. One service you should never skimp on is a reliable high-speed internet connection for communicating with employers and completing projects. Take the time to find the fastest internet in your area and calculate your bandwidth needs based on the type of work you do. With a fast connection, you can complete your work faster and avoid the frustrations of lag.

6. Don’t Be Afraid to Say “No”

When you determine your income, it’s easy to make the mistake of taking on too much work. If you’re tempted to take on another project for the additional income, consider the cons: additional stress and less time to decompress. Don’t risk your mental health for a bump in pay. Before agreeing to any new project, look to see if it will realistically fit into your schedule. If it won’t, turn it down or explain what deadline would work for you.

Working as a freelancer is an exciting career move, offering independence and opportunities to challenge yourself and enhance your skills. While freelancing isn’t the easiest gig, following these helpful tips can help you find happiness and success in your career.

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Wednesday, January 17, 2018

32 Ways Your Ecommerce Company Can Boost Engagement and Sales

The ecommerce customer is a moving target. I mean that in more than one way:

  • Online behaviors and buying preferences evolve constantly.
  • Customers jump around relentlessly from apps, to messaging platforms, to social sites and websites.
  • They’re mobile.

How do you woo these “moving targets” into engaging with your ecommerce promotions, opting into your offers, and buying your products?
Your marketing and media needs to “move” them.
You experiment with a variety of ecommerce promotion ideas available to you now. We’ll run through a heap of them and hopefully offer a few you might want to try to build your audience and boost sales.

1. Offer coupons and discounts

Coupons have always been a staple in retail promotions so we need not question their power.
However, in the digital shopping realm, coupons play a role beyond simply providing a purchase incentive. They act as bait to hook new email subscribers. Of course, you’ll follow-up with subscribers, so consider expanding your portfolio of coupons to create specific subscriber segments that will receive relevant offers.
You can offer coupons explicitly for product purchases, but may also find coupons marry well with offers to receive newsletters and useful downloadable content.


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Your options for delivering coupons are many. GlassesUSA gets right to it by presenting a huge discount for first time buyers on their home page via a popup that “greys-out” the page until you respond.

2. Offer eBooks and other lead magnets


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The average online conversion rate for ecommerce shoppers hovers between 2% and 3%. At least 97% bail on you. However, a failed attempt to capture a sale doesn’t mean you can’t capture email addresses.
In a Kissmetrics post that explains how SaaS marketing differs from other types of marketing, Neil Patel writes, “If you are a B2B SaaS marketer, think of yourself in different terms from mere ‘marketer.’ Think of yourself as an industry savant — the one who possesses and dispenses information.”
While blog content helps attract traffic, one of your content marketing goals should be to convert the traffic into subscribers. Offer eBooks and other lead magnets such as checklists, mini-courses, templates, tools, and more to motivate visitors to give you their email addresses.
Think value. Think relevance. What can you offer to help a prospective customer solve a problem? Think of your lead magnet offer as something so valuable it’s worth paying for—then deliver it free.

3. Offer a loyalty program

You not only want customers to buy your products; you want them to keep buying.
Ecommerce brands accomplish this by making their best customers feel valued. Do so by giving them valuable rewards through a customer loyalty program.
Create a loyalty program that offers customers an incentive to buy more often or spend more on their purchases. Loyalty programs can take any number of forms, but generally feature a system whereby points are accumulated that build increased buying power.
You might also consider loyalty programs that reward buyers for doing things beyond buying such as writing reviews, sharing your pages and posts, and submitting photos.


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The first feature on the Pure Hockey homepage is information about their “Pure Rewards” program that aims to deliver bonus buying power to loyal customers.

4. Host giveaways

People love free stuff. Create buzz about your brand with giveaways.
Promoting giveaways on your website and via social media puts your brand in front of new eyes and grows your email list.

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A simple giveaway by Ginger Heat Muscle Rub encourages participants to “Like” the brand on Facebook and enter to win free product samples.


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A holiday giveaway hosted by Mixed Hues offers prizes for 12 days and delivers a discount just for entering to make everyone a winner.

The examples of giveaways shown above were created with templates from ShortStack, a platform that makes it easy to create an immense variety of ecommerce promotions.

5. Conduct contests

Instagram and Facebook contests—or contests you promote on any social network or channel—are one of the best ways for ecommerce brands to generate awareness, build community, drive traffic and boost sales.
Best practices for conducting social media contests include:

  • Create a unique hashtag for the promotion.
  • Create an image or video to announce your contest.
  • Create example posts to inspire users.
  • Use a moderation tool.
  • Secure legal rights to re-use user-generated content.
  • Display the curated posts in a gallery on your website and social channels.
  • Adhere to the rules of the network and publish the policies of the contest.

6. Create a challenge

I stumbled into a fun tactic while researching this article and found it to be a powerful idea: create a challenge. Those that join it share a common cause. They’ll welcome your ideas, are likely to share your content, and may consider purchasing your products.

At the very least, they’ll experience a memorable, personalized experience with your brand.


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NaturallyCurly invited customers and fans to its “No sugar challenge.” Joining means opting in for email updates. What a great way to create a bond between a brand and its fans.

7. Cross-sell

A post on the SEMRush blog wisely recommends focusing on cross-selling your products to increase sales. They offer as an example, a customer that has purchased a mobile phone being offered a screen guard or case.
It shouldn’t be difficult for you to think of practical cross-selling opportunities to offer your buyers that will add value to their purchase and dollars to your cash register.

8. Up-sell

Upselling works too. In fact, Econsultancy says it works 20X better than cross-selling.
See, buyers often don’t know a superior product is available. Chances are some of the products you offer are closely related to premium versions. Set-up your store to upsell and keep in mind:

  • The suggested product must fit the original needs of the customer.
  • Price sensitivity is bound to be an issue, so be clear about the benefits of upgrading.

9. Showcase top sellers

Ask a food server what their favorite dish is and they’re likely to respond with, “Our most popular pasta dish is the…” or… “If you’re really hungry, everyone really loves the…” — or something like that.

The suggested item might be something they’re known for, can prepare most easily, or profit the most from. Many restaurants spare you from having to ask by highlighting their most popular menu items on the menu.
Ecommerce companies can do the same.
It’s human nature to go with the crowd. Also, buyers value direction. Show them your best sellers, or best sellers in specific categories. You’ll reduce overwhelm, and accelerate sales.


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Imagine knowing little or nothing about games, but you’re shopping for a gift. You’d welcome suggestions to buy the most popular games. Nutty Squirrel Games gets it and helps with this smart form of suggestive selling.

10. Create interactive assistants

Buyers value when online stores provide insights and advice to help make more informed decisions. Enter the vast array of interactive content tools such as assessments, configurators, chatbots and recommendation engines.
Tools such as these enable you to walk the customer through a series of questions and deliver recommendations based on the answers—like a helpful salesperson would do.
While your online tool helps prospects and customers determine their priorities and preferences, it also helps you gather useful data, which might drive sales in the moment, or later, when the data is used to personalize your subsequent communications.


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The “Flavour Generator” from Hello Fresh is a great example of a simple assessment tool. It’s designed to inspire cooking ideas, which clearly aligns with the brand’s recipe box products.


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Help yourself to the quiz offered on the Warby Parker homepage and after answering five quick questions the site suggests frames that fulfill your preferences and offers to send them to you to try-on.

11. Create video demonstrations

Images obviously help sell products, but are merely par for the course. You can boost sales of new, featured, or popular items by creating short promotional or review videos.

Test the idea with just a few items and measure the impact to help establish if the investment in creating video pays. If you discover videos generate sales you can expand the program with more videos and experiment with different approaches to video production and different types of videos.


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A number of products offered on WatchShop present shoppers with the option to watch short product videos.

12. Highlight risk reducers

Your homepage likely features “risk reducers,” that is, notices that help overcome objections and give buyers greater peace of mind, such as:

  • Free shipping
  • Fast delivery
  • Money back guarantees
  • Free returns
  • Transaction security

However, many visitors will arrive directly on product pages and not see your homepage. Make certain your most important risk reduction messages are also displayed in at least one prominent place on product pages. Test the messaging, design and page layout to determine what works best.


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A product page on YourSuper reminds would-be buyers of its shopper-friendly policies on a sticky header bar and in another prominent element beside the call to action.

13. Present product plugs (testimonials, reviews, etc.)

I can’t decide whether to say it’s a good idea to include user reviews to boost sales or it’s a bad idea to exclude them. Both are true and it’s probably fair to say, thanks to Amazon, buyers expect to find them.
Standard ecommerce product review systems are useful, however, those that include photos and/or videos that embellish the customer stories are even more convincing.


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14. Provide wishlists

Ecommerce experts at Big Commerce claim that offering shoppers a wish list is an effective way to reduce shopping cart abandonment and fulfill sales from customers who showed intent but didn’t end up purchasing. They add that wishlists:

  • Give customers who aren’t ready to order an easy reminder system when they return
  • Enable merchants to measure product interest
  • Are helpful to shoppers that are buying gifts
  • Encourage users to sign up for an account

Would-be buyers will often forget about their wishlists, so send friendly reminder emails to inspire customers to complete their purchase.

15. Present trust badges

Customers often dropout of a purchase process when they have concerns about the security of their payment. Address this challenge by including one or more “trust badges” on your checkout page to convince customers the process is safe and secure.


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16. Present user-generated content

“Hype up engagement,” is a piece of ecommerce promotion advice from a Kissmetrics post. The post featured this insight from of Dan Wang of Shopify:
“User-generated photos are a great way to generate social proof. Prospective customers see that your products are regularly being purchased by people just like them, and feel more comfortable doing something that others are doing.”


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User-generated content (UGC) can be collected and used in a variety of ways. The GentleFawn store gathers photos via an Instagram hashtag and features them a gallery on their homepage.

17. Use satisfaction surveys

Savvy ecommerce brands cater to new and existing customers by gathering feedback with satisfaction surveys. A survey done well builds goodwill. The data you collect enables you to improve the user experience. Both equate to smart marketing.

Ask questions that will help you learn:

  • How customers found your website
  • How satisfied they were with the shopping experience
  • How your store compares to others they’ve visited
  • How can you serve their needs in the future


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Though satisfaction surveys are most commonly handled with email, Spartoo is an ecommerce company that takes a proactive approach by offering a survey on its homepage. A discount helps motivate shoppers to comply.

18. Present exit intent popups

Add an exit intent pop-up to your website to capture visitors on the verge of leaving. Give them a reason to join your email list by offering a free guide, discount, or some incentive that aligns with your brand.

19. Send cart abandonment email

Marketing automation platforms enable you to send customized emails to shoppers that have abandoned shopping carts.
If a customer logged in, you can send customized emails with images of the items they shopped for. Tactics you might try with abandonment email include:

  • Put personalized information to use.
  • Send emails promptly.
  • Try more than once.
  • Include social proof such as customer reviews, ratings, etc.
  • Offer viable options such as related items.
  • Send discounts before giving up.


Shortly after I left an item in my cart without completing the purchase, Michael’s sent me an email telling me I have great taste, which showed me the item again and suggested other products I might like.

20. Send automated emails

Prospects and customers are giving you their email addresses. Send them something in return: email. Email marketing allows you to send targeted—and well-timed messages—at various stages of the buying lifecycle.

In a great post detailing ecommerce email strategies, Nadav Dakner shares six potential automated email flows you might want to put in place in addition to the abandoned cart reminders we’ve already covered:

  • Welcome series
  • Purchase follow-up
  • Re-engagement prompts
  • Upsell offers
  • Notices about education content
  • Product and promotion updates

21. Support a charity

Ecommerce brands can take a cue from the shoe company Toms, where “Every purchase has a purpose.” Toms has built a reputation for improving lives and giving back. Their customers understand, appreciate and support the mission. Everyone wins.
Charity programs that come to my mind from ecommerce leaders include Pura Vida Bracelets and Warby Parker eyeglasses.


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22. Promote around special occasions

While Christmas, birthdays and anniversaries are obvious special occasions, you can promote special occasions year-round.
For instance, in February you can create sales, special offers, promotions, contests, giveaways and even downloadable content around Ground Hog Day, Valentine’s Day, Presidents’ Day and the Super Bowl (to name just a few).


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Here’s an example of simple voting poll an ecommerce company might do to attach their promotion to the Super Bowl hoopla.

23. Make customers your sales force

Influencer marketing takes many forms beyond celebrity endorsements and paying popular YouTubers to mention your products.

A clever strategy for ecommerce brands is to create a user-driven affiliate network of niche influencers. Your program might extend beyond simple financial incentives or product offers to include:

  • Additional promotional opportunities on your website and social media properties
  • Coaching
  • Access to experts
  • Social media advice and assistance
  • Loyalty program development


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1st Phorm does a stellar job of promoting its “Legionnaires” program. Copy beneath the image and video above reads, “We interact with our Legionnaires on a constant basis to make sure they are successful in not only promoting 1st Phorm and making money, but also growing their personal brands.”

24. Send Instagrammers to your store

Instagram is for people who love images. It also appears to be for people who love to shop.

  • Instagram reported 60% of its users say they learn about products and services on the platform and 30% have purchased something they discovered.
  • A study by Shopify reported the average order value from Instagram marketing is $65.00 (second only to Polyvore).
  • Engagement on Instagram is 10 times higher than Facebook.

The key to Instagram marketing is engaging users and moving them to your website. How’s it done?

  • Run contests.
  • Show pictures of customers using your products (a.k.a. user-generated content).
  • Carefully select a compelling page on your website to feature in your Instagram bio. This is your one and only link opportunity on the network.


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Stitch Fix uses the link in their Instagram bio to direct traffic to a style gallery. A “Get Started” call to action atop the page introduces how the shopping service works and a gallery of photos and videos link to various products and promotions.

25. Send shoppers to your Instagram

Next up for your list of ecommerce promotion idea is the opposite of what you just read. That is, in addition to sending Instagrammers to your store, you might also send shoppers to your brand’s Instagram account.
Consider your Instagram account a destination for building your audience and earning sales from prospects that have never seen your Instagram feed or profile. They could discover the credible proof they’re looking for with a branded hashtag or on an Instagram account you’ve populated with authentic user-generated content.


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ModCloth features its #MarriedinModCloth hashtag on the homepage inviting visitors to Instagram where they find thousands of images created by customers.

26. Publish product landing pages

Ecommerce companies sometimes make the mistake of directing traffic from search, social and digital ads to their home page or shopping cart. Typically, neither is an ideal approach for increasing conversion.
Try directing first-time visitors to information-rich product landing pages. Create pages that step visitors through everything they need to make an informed purchase decision.
Showcase some combination of a benefit-focused headline, value proposition, social proof, risk reducers and relevant images and video.

27. Explore mobile advertising

“Mobile shopping clicks overtook desktop clicks sometime in the summer of 2015 and continue to rise,” claims ROIRevolution. The retail-focused agency makes the case retailers can no longer afford to adopt a laissez faire mentality regarding mobile advertising. In fact, many shopping sites now recognize the importance of a mobile-first strategy.
Mobile advertising combines geolocation and mobile-ready ads to connect shoppers to your store while they’re commuting, sitting in a waiting room, or even shopping.
Recommendations to effectively use mobile advertising for ecommerce include:

  • Optimize the website for mobile users with responsive design.
  • Leverage retargeting display ads.
  • Consider video.
  • Use the Facebook and Instagram ad platform.
  • Appeal to the “in-the-moment” needs of the mobile user with “snackable” content.
  • Utilize Google Analytics to better understand the behavior of your audience by channel.

28. Expand shipping options

Who wants to wait weeks for their product to arrive? Worse yet, who wants to wonder when it will show up? These are clearly rhetorical questions.
Satisfy more customers with predictability, specificity, transparency, details and most of all, choices. Consider:

  • On-demand delivery options
  • Delivery tracking
  • Detailed information regarding shipping expenses
  • Free and fast delivery incentives

29. Create auto-ship options

A good portion of ecommerce companies can borrow a page from various subscription businesses to create incentives that encourage auto-shipping, and automatic renewals.


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Chewy offers instant savings for customers setting up an autoship option for the first time and sweetens the deal with bonus savings on select brands.

30.Optimize for buyers that are shopping for ideas

SEO and paid search need to be weapons in the ecommerce brand’s marketing arsenal. However, your keyword selection needn’t be limited to targeting buyers shopping for specific products.
An increasing percentage of would-be buyers on mobile devices are looking for ideas. New research from the Think with Google site offers insights about selecting keywords to optimize for shoppers that are idea hunting.


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Highlights from Google’s data research indicate:

  • Searches for “ideas” on mobile are rising fast.
  • Mobile searches for “shopping lists” are spiking.
  • “Outfits for” is a hot partial search term.
  • Those shopping for a category frequently conduct searches containing the word “brand,” “top,” and “best.”

31. Offer live chat

Online sellers that don’t offer a live chat option lose business to competitors who do. Live chat is a way to assist customers and is becoming the most desired method of contact—especially for millennials.
Econsultancy reports live chat has the highest satisfaction levels for any customer service channel, with 73%, compared with 61% for email and 44% for phone.


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The post cited above features interesting data that reveals why live chat is preferred. Immediacy wins.

32. Bring ace media buyers to the table

In this, my last tip, I was going to get into ecommerce Instagram advertising, but then I thought about all the various types, including the emerging “shoppable ads.” It’s not easy to keep up with Instagram advertising.
The same goes for Facebook, Twitter, Amazon, Google and any other digital property that sells ads.
I concluded if I were to give you practical advice about this vitally important but terribly complex topic (without cranking out another 3,000 words), it would be this:

  • Learn the basics about the Google AdWords platform and your social media options, then…
  • Experiment, then…
  • Bring a pro to the table.

Advertising can be expensive, but that’s only the case when it doesn’t work. An ace media buyer will show you where to place your chips and perpetually improve your ROI from the digital advertising programs that drive ecommerce sales.


About the Author:
Barry Feldman operates Feldman Creative providing clients content marketing strategy, copywriting and creative direction. Barry’s authored three book including the best-selling personal branding guide, The Road to Recognition. Visit Feldman Creative and his blog, The Point.

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8 Sites That Work Just Fine Without JS, Thank You

Gather ’round, ladies, gents, and children. Lo, before your very eyes, we shall reveal several freaks of the Internet! Behold! Websites that don’t need JavaScript to display their god-given content!

Oh, you think I’m kidding? Websites that are presented by plain old HTML and CSS are becoming increasingly rare. At this juncture, I don’t know who to blame, and is it really worth blaming anybody? I could point finger at whomever or whatever I think is to blame, or I could point fingers at creative and sometimes large websites that do it right!

Now, what do I mean about “doing it right”? Some of these sites, you might notice, do implement some things with JavaScript. But here’s the secret: if you turn JavaScript off, these sites still work just fine. The content doesn’t just disappear. The JavaScript effects and features have fallbacks! Sites are progressively enhanced, or they degrade gracefully.

Either way: they work. And they’re kind of hard to find, these days.

1. Amazon

You might expect a site with as much information present on any given page as Amazon has to use a mountain of JavaScript to, in some way, organize it more efficiently. Not so. Turn off the JS, and you can buy stuff just fine.

2. The Warren Trust

The Warren Trust is another one that degrades quite gracefully. With JS on, the site uses AJAX techniques to load content from other pages without technically leaving the home page. Turn off the JS, and it won’t work quite like it does with the JS on, but it does work. You can still see every page, but, you know, on its own page.

3. Stuff & Nonsense

Stuff & Nonsense was created by known and self-admitted web designer Andy Clarke. So yeah, it work with and without JS just fine. It’s a lovely example of a site that (mostly) works perfectly fine either way.

The only thing that doesn’t work when JS is turned off is the audio player. That is kind of to be expected, really. I can’t take many points away for that.

4. Mike Mai

Mike Mai’s site is proof enough that your site can be plenty creative—if a little odd in this case—with or without scripting. And I do mean “odd”, and I really do mean “little”.

It may not be the poster-site for visual accessibility, but it does show what kind of things can be accomplished in plain old HTML and CSS by those just crazy enough to try it.

5. Solace House

Solace House is a sobering example of a site that absolutely needs to work any time, under any circumstance, no matter which technologies are or aren’t working. It’s a suicide prevention center, after all.

You might be able to argue that your target demographic should just have JavaScript enabled at all times in some circumstances, but there are some services that are just too vital to ever leave to chance.

6. Twitter

Yeah, that Twitter. It was while researching this article that I found out Twitter works well enough without JavaScript. Well, their solution is a bit convoluted, perhaps, but it’s effective.

In short, Twitter will actually redirect you to a pared-down, mobile version of Twitter. It’s fully functional, except for features like feeds that update live, and so on. Who says social media needs JavaScript?

Truth be told, Twitter never felt faster.

7. Slack

You might need JavaScript to actually run a Slack chatroom, but the rest of the client-facing site looks and works just fine. It even has a condition in the URL for no JavaScript. And when you need to enable JS to make things run, they tell you! They actually tell you!

No seriously, it’s a thing that lots of sites would rather let you stare at a blank page than even say, “Woops! Looks like the JS broke, or you need to enable it.” I dislike this thing.

8. WebdesignerDepot

No, seriously, try it out. You’ll see a few visual downgrades, but everything essential looks fine, and works well. This is what it’s all about, people!

I’d love to take some credit for that, but I just write here on occasion. I guess this is my official letter of congratulations to the designer!

In Conclusion

I just wanted to show people what could be done. That’s it. I’m not saying you should ditch JS entirely, but I do believe that we should be a lot more considered about what we do and don’t implement in JavaScript.

Look at the sites I’ve listed here. Look at your own. For every thing you implement with a script, ask yourself if you really, really need to make it a script. For that matter, do you really need HTML?

Okay, okay. That’s going way too far.

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