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¿El porcentaje de conversión de tu eCommerce es bajo?

Estrategias de carrito abandonado

En los últimos años, y sobre todo durante la nueva normalidad, los eCommerce han experimentado un boom de visitas. Sin embargo, el porcentaje de conversión aún permanece relativamente bajo. El comercio digital no implica solamente conseguir visitas a tu web, sino conseguir que esas visitas se conviertan en consumidores. ¿Tu eCommerce está optimizado para generar conversiones?

Los motivos por los cuales un consumidor potencial podría no finalizar su compra son numerosos, pero en el siguiente artículo nos focalizamos en aquellas acciones que optimizan tu eCommerce para evitar carritos abandonados.

Los carritos abandonados, cuando no están incluidos en tu estrategia del funnel de marketing, se vuelven agujeros negros por donde perdemos leads. Ésto puede deberse a diversos motivos: modificaciones del precio final por gastos que no fueron incluidos anteriormente, tiempos de envío extensos, la gran competitividad del mundo online, una mala experiencia del usuario, falta de asistencia al cliente, que el usuario no haya estado listo para concretar la compra, entre muchos otros.

Cualquiera sea el motivo, aún hay acciones que podemos incluir en nuestra estrategia de marketing para recuperar al cliente:

Email marketing: Marketing automation

Contactá al consumidor, avisale que su carrito lo aguarda, y que un empleado de tu empresa estará a su disposición para responder a cualquier duda o inconveniente que haya surgido durante el proceso de compra. Este email debe ser personalizado y puede ser automatizado. ¿Cómo? Por medio de técnicas de Marketing automation que permiten segmentar tu estrategia de targeting para maximizar la eficiencia. El mensaje debe ser claro, puede incluir una imagen del producto buscado, y un CTA que redirija al consumidor a su carrito de compras. ¡Cuidado! No queremos agobiar al cliente, un email a la hora de que el carrito haya sido abandonado y otro email a los pocos días es suficiente.

Claridad en la información

Los consumidores valoran la claridad y la transparencia de la información, y tienden a sentirse engañados por las marcas que agregan información a último momento. Lo ideal es que el cliente no deba recurrir a tu sistema de asistencia. Elaborá fichas de producto, podés agregar una sección de FAQ, brindá información sobre el costo del envío y asistencia durante todo el proceso de compra.

¡Simplificá!

Ayudá a tu cliente a ahorrar tiempo. Simplificá la cantidad de pasos del proceso de compra, 3 o 4 pasos deberían ser más que suficientes para completar una compra. Extensos procesos pueden llevar a que el cliente abandone su compra a mitad de camino. Destacá tus CTA y brindá la opción para realizar un Guest Check Out. Adaptá tu eCommerce a la experiencia móvil, nadie quiere tener que hacer zoom en su teléfono para completar los campos requeridos para finalizar la compra.

¿Necesitás ayuda para optimizar tu eCommerce? ¡Contactanos! Nuestro equipo de 66eCommerce te ayudará a mejorar tu proceso de compra, mientras que nuestro equipo de marketing elaborará la estrategia que mejor se adapte a tu negocio.

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A new website and a story of success

Today we want to share a story of success. This year, Ser Argentino, a digital media dedicated to communicating about Argentina and its culture, decided to update its website to expand its functionalities and improve its user experience.

The amount of work that it required was enormous. It demanded a whole team of seven experts among designers, layout designers, and programmers. It took six months to take the final product online, and we continue working on improvements and extensions of functionalities.

At this point, you must be asking yourself, “Well… Where’s the success on that?”. Fair question. Here it comes, listen up!

Our designers developed the new image of the site for what they created 25 wireframes, desktop and mobile, and re-designed its iconographies. Also, they designed and generated user manuals. Regarding CMS, we layout around 25 custom-made pages. Regarding its technology, we replaced WordPress for Laravel.

And here comes the best part: We developed five types of widgets according to different content types. Each of them has custom functionalities according to its characteristics. We also extended its language options from just English and Spanish to Chinese and Portuguese! All translations were done using Amazon AWS machine learning.

There is more! Its homepage is now 100% manageable. We developed five types of layouts that the client could choose from. They can duplicate, move, and customize its looking and content! And talking about content, now massive actions to modify and organize it is allowed.

We also developed functionality that allows flowing communication between readers and authors. Each author has its profile where she can receive private messages from users (readers and other authors), and it works like a private chat room. Also, commenting on articles is easier now, and our client can answer and administer them. The author gets a notification when receiving a new comment on his writing. This functionality facilitates the exchange of ideas.

Last but not least, we enhance its functionalities to measure the site’s results. By upgrading its tag system, we can now track down the Tags that are most used, how many clicks they get, and export that data for advertising campaigns. Also, now articles can be graded, giving every writer a total score that serves as an efficiency measure.

We are still working on more updates and extensions. But for now, the speed of the site, its image, loading, and the organization of content has remarkably improved.

If you found this interesting, stay tuned to know about the actions we carried out regarding SEO and its marketplace. And if you want to know further about this work, contact us!

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Marketing automation: Converting the funnel into a cycle

Today we want to give a twist to the generic understanding of the marketing funnel. What would you say if we tell you the funnel could become a cycle? That’s right, nowadays, different software allows us to reduce leaks in the marketing-to-sale process by maximizing the nurture of our leads. Thus, helping us to scale our marketing efforts. How so? By the automation of our marketing actions.

What is marketing automation?

It is a tactic that incorporates the usage of software and technology to optimize, automate, and measure marketing tasks. Which tasks? The repetitive ones, the complex ones, and the tailor-made actions for clients. For example, if I need to make a categorization of 100.000 users, according to their behavior, to determine whether they could be potential clients. I would use an automated qualified lead strategy. Let’s take another case. For nurture campaigns, where the content shown to users changes according to their type of interacción and their place at the marketing funnel, only an automated strategy could make this happen.

Automating allows marketers to maximize their time, become more efficient, and spend more time on essential assignments. At the same time, it enables companies to sharply estimate the ROI of a marketing campaign by improving their targeting strategy. In brief, it allows companies that generate several leads to nurture them across multiple channels.

How does it work?

The nurturing process uses highly personalized, valuable, and timely content that allows converting prospects into leads. Then, it helps prioritize the right leads for us, marketers, to make them surf through the funnel to become clients. More precisely, it is about giving the prospect the information they need in the specific moment they want it, personalizing their journey as a customer. In a world where customers seek to interact with humanized companies, this is a helpful tool.

Specifically, marketing automation has two edges: The outbound and the inbound. In the first case, the company uses its intelligence to target communications based on the prospect’s known characteristics related to their responses or actions online. In the second case, after showing valuable content to candidates, the software can gather data related to the prospect’s activities and engagement. Both strategies allow marketers to present individuals with the right personalized content at the accurate time.

Last but not least, this strategy could and should be applied to different channels and uses: Social Media Marketing, Email Marketing, Metrics and Analytics, Lead Nurturing, Lead Generation, and Management Activities. So, how do these actions transform the funnel into a cycle? When prospects are not ready to buy at a specific time, they can still be returned to more nurturing marketing.

At this point, you must be asking yourself when is the right time to invest in it, if you have not already. Here is a clue: Suppose you are generating valuable content that brings on a constant flow of new and organic leads, and want to take them to the next level -nurturing them into clients-. In that case, you should think of developing an automated strategy. Do you have any questions? Do not hesitate to contact us!

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Customer networks: The new paradigm

During the past years, a new business model has been developing. How so? Darwincould explain it: by the need for adaptation to thrive.


With the increasing usage of digital technologies and social media, rising competition, and market globalization, people are more communicative, both to each other and to companies. As a result, the approach to doing business had to change to match customer networks’ behavior, reshaping the understanding of successfully doing business.


Companies that adapted stopped seeing clients as isolated, passive, and as a mass with similar interests; to understand them as dynamic and interactive users that seek personalized solutions to their needs. Today’s customers are continually interacting, responding, connecting, and sharing content, thoughts, and reviews. This has given much more power and influence on individuals than ever before. By seeing this, companies find the key to persisting and gain a strategic advantage over competitors.


To survive and thrive, from big corporations to small startups and entrepreneurship, they all need to understand customer networks’ behaviors and act accordingly. How do they behave in networks? What motivates them? What do they value? How can you add value to their lives,  and help them get what they need? All these questions should be shaping your business and marketing strategy. But how so? By making customers part of your strategy.


Social Customer Relationship Management (Social CRM), was defined by Greenberg, in his book Social CRM comes of age (2009) as: “A philosophy and a  business strategy, supported by a technology platform, business rules, processes and social characteristics, designed to engage the customer in a collaborative conversation to provide mutually beneficial value in a trusted and transparent business environment”. But still, we are talking about taking this to the next level: Working with customers just as working for them.


How did different firms take this into practice? The clearest example is crowdsourcing sites that allow customer networks to rate and invest in new products’ ideas. In the case of Netflix, they use the strategy of letting customers rate movies. As for Coca-Cola, permitting fans to bring their Facebook page to fame. Nike opted for launching a line of sneakers that can be designed by consumers. And this is how significantly different business lines have something in common: their approach to customers.


It is crucial to understand how your business could take advantage of this scenario, and for that, to understand the network’s behaviors. Here we systematize five customer network behaviors, according to the ones developed by David Rogers in his book The network is your customer: 5 strategies do thrive in a digital age (2011):
1. Seek to access digital data, content, and interactions as quick and easy as
possible;
2. Customers seek to engage with digital content that is relevant to their needs;
3. They seek to customize their experiences in networks by choosing and
modifying information, products, and services;
4. They want to connect by sharing their ideas and opinions;
5. Customers strive to collaborate on collective projects and goals through open platforms.


Because a network could adopt different combinations of these behaviors, a company’s strategy to approach them should be flexible in order to permit adaptation to changes. This will give rise to various business strategies rooted by the same variable: Individuals.


Our behavior in the online world shapes our actions in the offline world.
Understanding it is key to building strong relationships, creating value, and designing outcomes tailor-made for our clients. So, what is the lesson? The shift in the paradigm from mass media to customer networks impacts the way companies do business, just as Rogers explained it in 2011. If one wants to prosper in this new context, adaptation to a dynamic world’s  contingencies is the only way. Do you focus on understanding how your specific niche and potential clients behave to adapt and shape your business and marketing model?


Sources:
Rogers, D. (2011). The network is your customer: 5 strategies do thrive in a
digital age. Yale University Press, UK.
Rogers, D. L. (2016). The digital transformation playbook: Rethink your
business for the digital age. Columbia University Press.
Greenberg, P. (2009). Social CRM comes of age. Sponsored by Oracle

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Revenue Marketing: why is it essential to analyze and plan our actions?

What is revenue marketing?

It is a process applied to commercial and marketing actions to identify the generated income’s origin. Thus, one can estimate and optimize the next cycle’s results. The main goal? To make decisions based on evidence and convert inversions into an engine of repeatable, predictable, and scalable income.

How does it work?

It is all about identifying which marketing action generated a specific income (Webinars o Tradeshows, SEO or Digital Advertisement, SM, or PR).

Therefore it is crucial to be clear about the goal of your actions and how to measure them. You should identify if the action corresponds to the first stages of the marketing funnel (customer acquisition) or recalls the last stages (conversion). At this point, a fundamental aspect is to align the marketing department goals to the sales department goals. By promoting teamwork, we seek to measure and organize the flow of data that both generate.

The essential tools to achieve this are CRM (Customer Relationship Management) and Marketing Automation. Both allow automated data centralization in a digital application that serves as operational support for managing, controlling, and evaluating these departments’ performance.

To summ up…

When trying to implement Revenue Marketing, it is fundamental to define the attribution model correctly. We must consider where in the customer journey the interaction with the client takes place; and what percentage of the sale is assigned to each interaction.

Revenue marketing allows a better organization, guarantees and justifies each stages’ budget, and enables making decisions based on evidence.