It isn’t too much of a stretch to assume that Amazon has an outsize role in both discovery and completion of shopping online. According to a survey run by Kenshoo, we can safely say that Amazon has a large share of online shopping discovery market.
According to the survey, shoppers consult Amazon first 56% of the time when looking for products online. That is the largest by far and is much farther ahead than any of its other rivals. However, when it comes to shopping and discovery in general, Google is ahead of Amazon, 85% to 72%. 72% is still a massive percentage of all product discovery online. The number could be far higher when you consider that some of the destinations that Google will surface in a product search will be Amazon product pages.
The numbers are consistent across other countries where both Amazon and Google operate. The only difference in the US is that Facebook takes a larger role compared to other countries.
There are some other interesting facts in the survey results:
The first is that 22% of shoppers will not look anywhere else if they find a product they want on Amazon. The online shopping giant has a frictionless ordering process, and that ease of use and the convenience of Amazon Prime make it unlikely shoppers will look elsewhere.
Even more, worrying for other online retailers is that “even if they find something that seems right on another site, they will usually look on Amazon to find alternative ideas, compare prices or gather more information before making a purchase.”
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There are many different ways to promote revenue growth. There are strategies related to price increases, customer segmentation etc. The one strategy that can be automated the easiest is an email campaign. Here are a few set-it-and-forget-it email strategies that can be used to good effect:
According to the Baymard Institute, the average shopping cart abandonment rate is 68%. That is a lot of opportunity for regaining lost sales. Often the cart is abandoned due to other issues and is simply forgotten. A simple reminder email can have the customer back on the purchase process before they go elsewhere for the purchase.
Last day email
When running a sale or discount period, make sure to send an email reminder on the last day of the offer. The urgency of the ending special offer can motivate the customer to make a purchase. The reminder email causes them to make a decision quickly.
Upgrade reminder emails actually work when converting free users to paid users. Even when users sign up for a free trial, there is a sense of ownership. A reminder email that the trial period is ending triggers a loss-aversion that makes them want to sign up for the higher-tier in order not to lose access to the service.
Back in stock
The system should be set up that if a customer viewed an out-of-stock product, that they should get an email as soon as the product is back in stock. Research has shown that there is a 22% increase in sales when back-in-stock emails are utilized.
Inbound marketing is currently the most effective way of marketing your company online. In the past, during the early days of the internet, marketing was essentially about getting the attention of potential customers and hoping for purchasing decisions made in your favor. This involved buying ads and email lists etc and then waiting to see how these converted.
Inbound marketing focuses on creating quality content that aligns with your customers interests and yours. This will bring the customer to you. Most importantly it will bring the right customers that you can more readily convert and keep happy over time.
So how do you attract these customers?
Here are four ways to get customers to your content:
It all starts with blogging. The plan is to create high quality content that your target market will be looking for that is aligned with your products.
Search engines are how most customers will find you. A proper SEO campaign will be needed to get your pages found. The right content will also help here as it will attract organic links.
The look and feel of your website needs to be on point. The design of a website, color schemes can all play into how a visitor responds to your message and products. The better the design and more that it is aligned to the image that you want to project, the more potential sales.
The great thing about the social networking era is that the best content often can be popularized without much of a history. Once they respond and share your content online, proper engagement here will be very valuable to building the right brand image.
Placing images within an email has been widely debated by many marketing departments. On one hand you have marketers that think the heavy use of images take away from the marketing scheme, while other believe it enhanced the brand for aesthetic purposes.
How Images Benefit Product Performance
Images will sell your products. If you read a product description, you’re less inclined to buy it without seeing a visual first. The same can be said for when it comes to emails. Images are a critical part of marketing your service or product, and will benefit your email’s performance. Continue reading
Contrary to what you might think and believe, email isn’t dead. Businesses still thrive on the capabilities of email and continue to do so even in today’s competitive market. Known as being one of the most direct forms of communication, email provides a business with unlimited ways to reach out to their customer base. Even the largest of companies still utilize email as a platform for both networking purposes and to generate leads.
While social media has been proven to drive traffic to websites, one important aspect that many businesses overlook is the fact that once you bring in the customers, you’re going to have retain them. Email is the ideal way to stay in contact with your consumer base. It also grants a business the ability to consult with the client one-on-one, maintain privacy and allow for a back-and-forth conversation to occur. Continue reading