Website Personalization: Why Marketers Can’t Afford To Ignore It [infographic]

website personalization infographic

By: Bunting 14th August 2018

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5 tips to securing investment for your startup

 

Had a groundbreaking idea, but lacking the funds to get it off the ground? This is a struggle that so many entrepreneurs face on a daily basis. Steve Tucker, CEO of Bunting, faced similar struggles himself, but since then, Bunting has secured funding from some of the best investors in Silicon Valley. So here are his top tips for securing investment.

1. Know your numbers

We have all seen those toe curling episodes of Dragons Den. Amazing product, smashed the pitch, Dragon asks for financial details, and it all falls apart. Make sure you know your cash flow, gross profit, net profit and predicted growth. Slipping up at this hurdle is a sure fire way to lose the interest of your potential investor.

 

2. Be realistic with your figures

Entrepreneurs are passionate and determined to make their business a success. However, that doesn’t necessarily mean your company is worth as much as you think. Be sensible with your numbers, you may value your skills much higher than investors.

 

3. First impressions count

Studies show that typically, major decisions on one another are made within the first 7 seconds. Think about it, in less than 10 seconds, months of planning could go out of the window, so make sure your first impression is spot on. Don’t be late, think about your posture, make eye contact, be confident, consider your appearance. According to the Harvard Study of Communications, it takes a further 7 meetings to change that first impression. The chance of you getting 7 further meetings with your potential investor if the first didn’t go well? Slim to no chance!

 

4. Define your ideal investor

Research is key here. There is no sense in spending time pitching to investors for your clothing company, when their passion is IT. Know the investors you’re pitching to, know their background, their previous business ventures, what they’re currently working on. Do your homework, it will be worth it!

 

5. Don’t give away too much too soon

Whilst gaining investment for your startup to get it off the ground is exactly what you need, giving away too much equity too soon causes many startups to lose their vision and control. Investors have excellent negotiating skills, and they invest in companies to make their money back and more. Set yourself a limited of what you are prepared to give away and stick to it.

 

Bunting is a award winning retail optimisation tool. We build tools that ignite ideas and innovation, and inspire retailers to be dynamic, creative and bold. We offer a free months trial for all our customers!

By: Charlotte Halkyard 28th June 2018

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How to create urgency messaging like Booking.com

We have all been influenced by urgency messaging at some point in our lives. Ever purchased that dress you somehow convinced yourself you needed as there was free next day delivery for one hour only? Booked a swanky hotel because it was 15% off the standard rate and only 1 room left? Yes, we thought so.

We are now in a world where we have access to almost anything we need, at the touch of a few buttons, with numerous websites selling similar products. As a result, we are spoilt for choice, and retailers are feeling the pinch.

Companies are always looking for ways to raise sales, and creating urgency is an effective method of converting your visitors into customers. In this blog we will show you how to  break through your visitors’ mental hurdles to purchase, such as overthinking and waiting too long. Urgency encourages consumers to act quickly, and can often result in increased order values and conversions.

Time limited offers

It is well known that putting time limitations on offers are more effective than allowing them to be open ended. Injecting urgency in your website by notifying your visitors how long is left on the offer encourages them to make the decision there and then. Countdown timers can be used on offers such as free next day delivery, or discounts off purchases. A recent survey found that 71 percent of respondents residing in suburban areas would prefer free home delivery service ahead of free click and collect. If you choose to promote free delivery, be specific to your customers about when the item will arrive. Research has shown that stating the exact time you can expect your item to be delivered is clearer than stating the delivery speed (in days, hours etc).

You can A/B split test different variations of the offers, such as text, position and colours to see which are the most effective at boosting your conversions.

Scarcity Warnings

Scarcity techniques, such as highlighting to customers which items are low in stock, ranked first in the most successful e-commerce marketing personalization techniques worldwide as of June 2017. Results show that using scarcity warnings provide an average uplift in revenue-per-visitor reaching 2.9 percent.

We have all experienced that dreaded feeling of FOMO (fear of missing out), and your customers feeling that they’re going to miss out on that last item in stock is no different. Showing limited stock levels not only activates the fear factor in your customers, but also lets them know that their chosen items might not be available for much longer if they don’t act soon.

Social call outs

Urgency can also be created by showing consumers call-outs highlighting how popular the product they’re viewing is, based on other shoppers behaviour.

This feature can be added to your product pages using simple pop up boxes showing how many times items have been viewed or purchases in the last 24 hours, or even how many people are also viewing the item right now.

Showing consumers how popular a product is, heightens its desirability and therefore increases the probability of the product being added to basket. It is worth noting though, this could backfire if your product has had very few purchases!

Social Recommendations

You can create urgency using social recommendations by showing visitors notifications of how well products have been selling that hour, day or week. An alternative would be to feature a list of products which are selling fast on your homepage. This shows to consumers not only that your website is popular, but also creates urgency for them to purchase one of the best sellers before they all get snapped up!

Using colours to promote urgency

Booking.com is king when it comes to using colours to promote urgency on their website. Our bodies are hard wired to change our behaviour when we see different colours. Red is often associated with anger, importance but also love. Orange, whilst having some of the same energising aspects as red, does so in a slightly safer degree. Orange is a good way to add excitement to your urgency messaging with less severity. Green is seen to be a softer colour, and naturally represented as a safe colour, especially when placed next to the stimulating colours of red and orange.

 

As always, we highly recommend that you split test your colour choices to find out which works best for your site…however, there is a reason that red is most commonly used!

And finally…

Adding some urgency to your website encourages shoppers to take the actions you want them to, and has been proven, when used correctly to increase your conversions. We would always recommend that you split test any changes you make to measure the impact.

Need some assistance in getting your real time urgency messaging set up? Let us help!

Bunting offer a free months trial for our customers, so you can see the results for yourself.

By: Charlotte Halkyard 20th June 2018 Tags: , , , , , , ,

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How to increase sales with personalization

The benefits of website personalization are huge, so here are a few of our top tips on how you can increase sales with personalization.

A 2017 report by EConsultancy states 62% of companies are undertaking some form of personalisation in their marketing activity, and 44% personalize through their websites.

Product recommendations are nothing new. The majority of ecommerce stores are using recommendations at various points on their site, and there is a good reason for that.  Just ask Amazon – almost a third of its revenue comes from product recommendations. When website personalization tools such as relevant product recommendations are used well, the result is increased sales, improved bounced rates and order values and of course, happier and more engaged customers.

Smart Segmentation

Making sure that your segmentation efforts are targeting the right groups is vital. Targeting demographics such as gender, location and age groups is good, however companies are now stepping up their segmentation game in order to increase their sales.

Behavioural based data is a huge window into your customers interactions with your site. Amazingly, only 48% of marketers are currently using this data to increase sales. An example of a prime segmentation group that is sometimes overlooked but would respond extremely well to targeting would be ‘buyers who have visited your site more than once but who have not yet purchased’.

Let’s get social

Don’t underestimate the power of social influence when it comes to shopping.

A powerful way to showcase your products and inject a dose of social proof is to show your own customers using and wearing your products. After all, recent research by ION reveals 71 percent of consumers are more likely to make a purchase based on a social media reference.

Inserting social proof into your product pages and recommendations showing customers how many views an item has had, or what is selling well, creates a sense of urgency and encourages your customers to purchase there and then.

Reward your VIPs

Personalization not only increases sales, but also offers so many opportunities for customer retention…which is great considering Gartner’s Group research states 80% of your future revenue will come from just 20% of your current customers!

Rewarding your customers for their loyalty, not only keeps them happy, but also encourages them to keep you at the top of their list of retailers. Plus, happy customers are more likely to recommend your business to their friends. More recommendations…more sales!

Consider offering rewards which are pertinent to your business. Free delivery is a highly effective offer, resulting in typically 30% higher conversion rates, because well, who doesn’t love a freebie? You can also consider early access to new sales, or offers off their next purchase.

There’s no place like home!

Each customer landing on Amazon’s home page will be taken on an entirely different experience to the next. Visitors are presented with a shop window tailored to their interest’s or based on their previous purchases, and importantly, the product recommendations are always relevant.

Make sure your homepage is also personalised for each visitor. Consider banners and products related to their favourite brands, and display trending products pertinent to their interests…nothing loses a customer’s attention, and their custom, like a list of products that are completely irrelevant.

Next steps…

Econsultancy reports 93% of companies are seeing uplift in conversion rates as a result of website personalization, so you really are missing a trick if you’re not already using website personalization to increase your sales.

All these tips can be implemented really easily with our personalization tool, Bunting.

Fancy a free trial? Get yours here! See for yourself how the tips in this article can increase your sales.

By: Charlotte Halkyard 18th June 2018 Tags: , , , , , ,

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GDPR and Bunting: What You Need to Know

25th May 2018 will no doubt be marked in the diaries of many a marketer.

It’s the date that General Data Protection Regulation (GDPR) comes into force, and all companies using EU citizens’ data need to comply. The new law regulates how businesses collect, use and protect the personal data of consumers, and hefty fines will hit those who don’t adhere.

Superseding the old Data Protection Act, the GDPR applies to personal data – and this time the definition is broader, referring to any data that can be used to identify an individual, including IP address.

We’re GDPR compliant

At Bunting, we use on-site shopping and behavioural data to personalize and improve the customer experience on websites. The majority of this data is not personal, but we do sometimes process a small amount of personal data such as email addresses. We only collect data that is necessary to perform the function of the tool.

Since last year, we’ve been preparing for the new regulation and working with our data protection lawyers. We’re fully GDPR compliant, having changed our internal processes as well as making important changes to the Bunting tool.

In our view, GDPR is a good thing, and has been worth the effort. It will allow consumers to control the usage of their personal data, meaning more rights that will force better practice in the industry. 

GDPR will put pressure on marketers to make their communications truly relevant, and, importantly, to get consent when necessary. Pre-ticked boxes will be a thing of the past as consumers can actively choose which marketing communications they want to receive.

What do companies need to do?

We recommend working with data protection legal professionals to do a full audit of the data flows within your organisation.  The ICO has some very clear guidance to follow on what you need to do.

Importantly, you’ll need to document how you comply with the GDPR, and you must establish your legal basis for using personal data. In some cases you’ll always need to rely on consent (such as email communications); in others, you may be able to rely on legitimate interests. 

From an ecommerce perspective, you must display a clear privacy notice detailing how and why you collect personal data. GDPR states it should be concise, written in clear and simple language, and easily accessible. Gone are the days of convoluted small print!

Check with your vendors

Bunting will be amending existing contracts with customers to include GDPR clauses, and Bunting users can find out here how to comply when using the Bunting tool. We recommend speaking to your vendors to ensure they are compliant, too, and get it in writing.

Amend your processes


You’ll need to make sure you’re compliant with the 8 Rights of Individuals under the GDPR – such as the right to access or rectify personal data. If you’re a Bunting customer, you’ll be able to implement your customers’ rights easily through the Bunting platform. Find out more about how to comply with the 8 rights here.

Get in touch…

While GDPR no doubt brings challenges, we do believe this to be a turning point in the industry which will ultimately lead to better, more focused marketing.

The Bunting team are happy to help with any of your questions. Contact us at gdpr [at] bunting [dot] com

By: Bunting 9th February 2018 Tags: ,

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4 Ways to Boost Conversions this Christmas with Personalization

It’s that time of year again.

The high street is busy, and with online shopping expected to return higher revenues than ever before, your site is likely to be busy, too. But will it convert well? We all know that an important way to ensure visitors are engaged is to make their shopping experience personal – but how can we do that at this chaotic time of the year?

Here are our 4 suggestions for raising sales and order values this Christmas season.

1. Stocking fillers

christmas-stocking
A great way to boost sales and order values this Christmas is to use ‘stocking fillers’ – smaller, lower priced items that could be used as a gift (be it the genuine or joke variety!). Stocking fillers are often bought impulsively in-store, so why not try replicate this in your online store? One way is to create a list of ‘trending’ or best-selling Christmas gifts under a certain price on your homepage. You could also display them on your cart page to up order values, along with personalised cross-sells.

2. Give first time visitors what they want

Delivery costs matter. And they matter even more during the Christmas shopping season, when many visitors are ditching the high street, and buying from multiple stores across the web. A great way to do this is to target first time visitors with a minimum spend offer of free delivery.

This adds the benefit of making a great first impression to shoppers who may turn into repeat customers after the holiday season. You could take this a step further and add a coupon for the January sales, incentivising new customers to return to your store.

3. As it’s Christmas … why not give away a free gift?
chrismas-present

A great way to increase order values and to strengthen your brand image, is to offer a free gift in return for a minimum spend. This gift can even be personalised to be brand-specific, depending on the customer’s favourite brand. Bonus points if that gift can be something festive or appropriate for the season.

This is likely to work best with returning visitors, as you’re essentially rewarding them for their loyalty. And, by making them feel like VIPs, they may well become brand ambassadors.

4. Create a gift inspiration section of your store

Let’s face it – many  people shopping for presents online will often have a browse for ideas before they’ve even decided what kind of gift to get for someone.

If your store is the type that sells items that could be given away as gifts, why not launch a gift inspiration section? Allow your visitors to then filter categories to personalise this section and gather ideas for that perfect present. You’re likely to see increased sales as a natural consequence.

~

So, good luck with the seasonal shopping frenzy, and stay tuned as we’ll be giving away some more ideas for raising sales in the coming weeks.

Like the sound of any of these ideas? Get in touch with the Bunting team to discuss how we can personalise your e-commerce store this Christmas.

By: Bunting 10th December 2017

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The Essential Personalization Techniques to Retain Your Best Customers

Marketing budgets often focus on acquisition – driving new traffic, and then getting new customers. But do you really know the future value of your current customers? Gartner statistics show that 80% of your future revenue will come from 20% of your existing customers.

Retention marketing, conversely, means focusing on making your current customers happy, so that they become not only repeat customers, but fans. It’s hardly surprising that 82% of businesses agree that retention strategies work out more cost effective in the long run.

So, how can you make your customers happy and engaged? It requires getting to know them and nurturing that relationship. You’ll need to know who they are, understand their likes, dislikes, and what makes them tick. Long gone are the days of generic marketing communications and blasting irrelevant messages – it’s time to personalize your marketing efforts.

Let’s run through some tips on how to retain your most valuable customers.

1. Segment your visitors

We’ve said it before, and we’ll say it again: you need to know your customers.

Analyze the plethora of data at your fingertips, and use it. This will allow you to segment customers according to characteristics which are relevant to your business. When considering retention, look at transactional and behavioral metrics such as their browsing history, average order value, and purchase history.

One example is to segment your visitors according to when they last converted. Customers can then be targeted in various ways based on how long ago they purchased. So, if a customer is approaching the end life of a previously purchased product, target that user for product replenishment – a helpful reminder of an item they might need to to re-buy. Or, try to re-engage a user who has been inactive for a while with personalized content related to products they like.

2. Find new ways to engage

The key to retention is keeping your customers engaged and interested in your brand and products.

Looking at previous browsing and buying behaviour, send your customers content and offers related to the products they love, and make sure they’re quick to know about new releases. Research has shown that for 78% of customers, offers and promotions are only effective when tied into how they have previously interacted with your brand. With this in mind, send targeted offers as a reward for purchasing from you, and add urgency techniques such as a countdown timers, to drive incremental purchases.

3. Get ready for their return

When your customers return to your site, a personalized experience should await them. This means engaging users with relevant content and personalized product recommendations as soon as they land on your site. Remind them of what they previously viewed on their last visit so they can easily start browsing again. Consider how the space on each page they visit is used, and split test to see what works. Here are some tips for your homepage.

4. Personalize emails

Email is not dead. In fact, it’s still a great channel to reach your customers, if it’s personalized. When it comes to re-engaging customers, segment customers by their last visit. A ‘we miss you’ email with a personalized message and recommendations is a great way to bring old customers back.

On your site, you should give visitors the option to have their abandoned carts saved and emailed to them – a great way to re-target customers later with a tailored abandoned cart email. Research repeatedly shows that personalized emails can seriously increase conversions over generic messages.

5. Reward your VIP customers

Your VIPs are your most valued customers, not only through their purchasing, but through their brand advocacy. However you choose to do this, the trick is to make these customers feel special, and behavioral targeting is one of the most effective means of doing this. 

Of course, targeted offers are effective, but consider other options, too. Remember your customers are bombarded with marketing messages and you’ll need to cut through the noise. So, be creative when thinking of other ways to reward customers. Previews of new product lines relevant to their preferences are a nice way to make shoppers feel valued. Other examples are invitations to events, free samples, free gifts or tutorials – whatever works best for your store and products. 

To sum up…

Retention marketing is sometimes overlooked. However, with the opportunities brought by personalization, it is easier than ever to effectively retain customers. Experiment – an effective personalization tool like Bunting will allow you to run multiple tests and see what works well. Get to know your buyers and then engage, target and reward . You might be surprised by the results.

By: Bunting 25th August 2017 Tags: , , , , ,

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7 Ways To Optimize Your Site For More International Customers

The ecommerce landscape is changing fast, and international consumers now comprise a substantial portion of your potential buyers.

Not convinced? Consider this: the biggest e-commerce market today is China, with the region’s online spending expected to surpass 1 trillion dollars by 2019. Overall, e-commerce is growing fast in a multitude of economies but research frequently shows that many retailers are missing out on opportunities to attract and convert overseas visitors.

international-ecommerceFor these visitors, the biggest barrier to purchasing from foreign retailers is trust. Does your website make them feel welcome and cater for their needs?

This should, of course, extend far beyond your site’s home page. Your whole site along with all your channels should cater for your international visitor.

The good news is that it has never been easier to do this.

By leveraging your visitor data, you can now easily optimize your site for your overseas visitors, guiding them through the buying journey and nurturing positive relationships in the process. Here are some ways you can do this.

1. Reassure visitors of your custom and support

Upon visiting your store, international visitors want to know that you serve and deliver to their region. Keep in mind that this group are highly likely to bounce if their informational needs are not met quickly. Answers to their pressing questions should be clearly presented.

international-visiors-reassurance-screenshot-1

An easy way to assure these visitors is by a non-intrusive pop-up on their arrival. Segment your visitors by IP address and display important information. This can be tricky to do in house, but easy if you use a personalization tool like Bunting.

The Bunting website welcomes visitors from around the world, assuring them that their region is served and supported by the company, with a flag displayed to help make the visitor feel at home.

2. Display and promote products from their region

Analyse your customer data: what products and brands are popular in different regions? What trends do you notice? If you’re looking to break into a market, then research what they’re currently buying.

international-customers-amazon-japan

By targeting visitors with products popular in their country, you’ll notice a far higher conversion rate. Your landing page, for example, can display trending products from the region, in conjunction with relevant offers to help acquire customers from the area. Amazon buyers in Japan, for example, will see locally popular products in their country on their first visit.

Then, show relevant product recommendations based on customers’ browsing and transactional data. By doing this, your store will feel like a familiar and welcoming place for your buyers.

3. Be culturally aware

Do some research into the culture of the market you’re targeting. Certain taboos may exist that you should avoid, and the last thing you want is to put off potential customers. For example, in a country where alcohol use is prohibited or frowned upon, it wouldn’t be wise to make references to alcohol in your content and imagery.

Look at popular ecommerce sites from your target regions and get a feel for what local buyers might expect.

You could take this a step further and embrace elements of certain regions’ cultures. Displaying a greeting for a cultural festival or celebration day is a great way to connect with visitors.

4. Speak your customer’s language

international-visitors-language-options

Several retailers take it for granted that English is so widely spoken in the world today. Non-native English speakers outnumber native speakers, but this does not mean you shouldn’t have an option for shoppers to view your site in their language.

Having this option is one of the best ways to make the visitor feel at home. Furthermore, they are 4 times more likely to buy from you if your store offers their language. Even better, offering support in their local language too is a great way to build the trust of your overseas buyers.

Do consider separate domains for your overseas markets. It’s no secret that Amazon’s international success is attributed to their many country-specific domains, which serve visitors in their local lingo.

If this is not currently an option, then translate site content. Notice how China’s large online retailer JD allow users to change the language. By using IP data, you can display a translated version of your site on your visitors arrival. However, the only way to ensure a good translation is by hiring a professional. A lower-cost option is to allow a free translator plug-in such as Google, but remember that it will result in an imperfect translation.

5. Local currency and taxes

international-visitors-price-i-own-currency

It is essential that visitors can view products in their own currency. Leaving them to work out prices manually can result in frustration and even a lack of trust.

Consider using a currency converter tool on your site, but make sure that prices change dynamically in line with currency conversion rates.

Also, be upfront about any additional costs or taxes. Different countries and regions have different duties and taxes which need to be displayed before the shopper completes the purchase.

6. Display local payment methods and shipping policies

int-visitors-asos-eg-1

Buying from an overseas vendor is generally seen as being a riskier option than buying locally. Assure visitors that their local payment options are available. Do your research – credit card payment, for example, is common in many Western countries but not used in many others.

Above, ASOS made it clear that they delivered internationally, and provided a link for more information, as well a useful feature to change currency.

Shoppers may also be concerned that their purchase could be damaged in transit, or that it may not match their expectations. Such concerns are heightened when buying internationally. Your returns policy should be clearly displayed to alleviate their worries and build trust.

7. Utilize popular channels

What channels are your international visitors using?

Mobile is the preferred means of buying online in China and India, but has not had the same success in Latin America. Make sure all your channels are optimized to cater for your international visitors. In addition, act on data so you can successfully target users by utilizing the most effective channels.

Conclusion

To conclude, international ecommerce markets are growing exponentially and opportunities for your business have never been so abundant. It is crucial to effectively target and cater for international visitors if your ecommerce business is to maximize profits.

By using a personalization tool like Bunting, you can easily leverage user data to optimize your site channels and effectively personalize the customer experience for your overseas buyers.

By: Bunting 17th May 2017

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Getting Started With Personalization: 5 Tests to Try for a Quick Conversion Lift.

Getting started with personalization can be daunting, with seemingly endless tests to try for that all important conversion uplift.

Getting to grips with the machine learning technology required to implement personalization can also feel like an intimidating task.

But it shouldn’t.

Firstly, it’s important to establish your goals. What do you want to achieve with personalization? Is it an increase in conversion rate? Or improved average order value?

Once you have a tool that clearly reports real time data back to you, then you can make decisions on who you want to target, and with what content, to achieve those goals. Are you struggling to convert new visitors, for example, or increase orders from traffic coming from a certain region?

At this early stage, it’s always helpful to look at tried and tested experiments that have worked for others. Here are 5 quick win tests to give you some inspiration.

1. Increase first time visitor sales with exit intent messages

First time visitors are, unsurprisingly, the hardest to convert.

They have no loyalty to your brand. They have no past purchases to benchmark for quality. They’re hesitant to buy from you, and are likely to shop around. An exit can often signal the last time you’ll ever see them.

How can you make an impression on these visitors?

A great way to engage first timers and give a little nudge to stay, is to trigger an exit-prevention light box. This message will trigger when visitors attempt to leave the store with an incentive of your choice.

As an example, WallPops.com engaged their first time visitors with an incentive-to-stay pop-up. It increased orders by an impressive 12%.

How to do this

With a tool like Bunting, it’s really easy to set up this test. ‘Increase first time visitor’ is a pre-made template, that can be clicked and installed straight away. You can choose what kind of incentive to use to pique your visitors’ interests, such as free delivery, or a % off discount (NB: your store must have a coupon code to do this). Or even better, split test both, to see which incentive works most effectively.

Don’t want to give out discounts or free delivery?
Worry not. An alternative here could be an ‘email me my cart’ message, or ‘sign up for our newsletter before you go’. This gives you opportunities to re-market to these visitors with personalized emails based on their browsing history.

2. Raise average order value with triggered messaging

A common way to raise order values is to offer an incentive to raise the value of a customer’s cart. One that works well is to offer something when a customer exceeds a certain spend. This could be a free gift, or free delivery.

This can be targeted to specific users – for example, you might only want to target visitors who have purchased from you several times, to reward them for their loyalty.

In addition to displaying this offer on your homepage, you can also trigger a reminder message to your visitors when their cart reaches a certain amount. It will then ask them to increase their order value in order to get free shipping. Saltrock surfwear did this well. They triggered a message when the value of a visitor’s cart exceeded £20, letting them know that they would be entitled to free delivery if they increased their order to £30.

How to do this

With Bunting, you can easily set up this test by creating a pop-up light box. Once the content is created, you can set the trigger to target visitors that match a certain criteria.   You can select the condition type ‘value of cart’ under ‘shopping cart metrics’. Then, specify the order value you would like to target, such as $20. Finally we recommend you run a split test, and then you can measure precisely how well the experiment performed.

3. Product recommendations on product pages

Recommendations are an indispensable part of any e-commerce store, and rightly so – machine learning algorithmic recommendations undoubtedly raise your conversion rate and average order value.

Of course, they help customers find what they really want. But they also help your team by freeing up precious time spent manually creating recommendations. A good tool will let you set up recommendations that require zero coding, so they can easily be set up by anyone on your team.

How to do this

With Bunting, it’s a case of drag and drop (and thankfully, no coding).Simply paste the URL of any product page, and the tool will generate accurate recommendations on every product page. Of course other pages such as the homepage or cart page can also be selected. Choose carefully where on the page you’d like the recommendations to be. We recommend above the fold, and in the case of product pages, we suggest the closer to the main image the better. 

4. Raise visitor sales based on geolocation

Research frequently shows that many retailers are missing out on opportunities to attract and convert visitors from certain regions.

Your international visitors are less likely to trust your store than a local website, so it’s essential to earn their trust through your site’s offering. Have a look through your site – are any areas displaying messaging that is not relevant to your international visitors?

Looking at the Adventure Direct site, we can see the messaging is aimed at the UK market, and is presented to every visitor regardless of location. This may actually damage overseas orders. With Bunting you can dynamically change the website text to show different messaging to your overseas visitors.

How to do this

Any part of your website can be changed to display messaging and imagery that is relevant to that particular audience. With Bunting, you can change any part of the page for this segment. For example, it will let you edit website text and even include a merge tag, which will display the visitor’s country/region name, wherever they are.

Welcome pop up for overseas visitors Another great little feature to impress your overseas visitors is to trigger a welcome pop-up. This can assure your visitors of your custom, that you deliver to them, or can display your international contact details.

5. Cross sells on the cart page

The recommendation best known to raise order values is the mighty cross-sell. These are algorithmic recommendations for products that complement the product/s in the cart.

Cross-sells are based on real time order data, meaning they’re the products statistically most likely to be purchased in conjunction with the item/s in the cart. They help visitors find useful or desirable products and, in doing so, not only raise orders but help you build better relationships with your customers.

How to do this

To start with, it’s worth trying cross sells out on your cart page. A good tool will allow you to drag and drop your recommendations into place. Importantly, we recommend for your first attempt at cross selling to target visitors who have converted at least once before. This is because sometimes cross-sells can take first time buyers out the flow of purchase and serve as a distraction.

 

Measure your results

We cannot stress enough – when getting started with personalization, test everything.

Many tools don’t allow for split testing, meaning you’re left without the important insights you need to build on and improve your personalization campaigns. So, run an A/B test with each experiment, and look at  the impact on conversion rate, but also revenue increase, abandoned cart rate and the number of page views.

We hope some of the tests in this article have given you some ideas for your own campaigns. Good luck!

Want to know more about personalization, and how to get started? Contact Bunting for a free review of your website, and to chat with an expert.

By: Bunting 24th February 2017 Tags: , , , ,

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5 Personalization Ideas to Beat the January Blues, and Sell More

It’s January. It’s back to work after the festive rush, and things are certainly slower. Selling off stock in January sales may bring in some bargain-hungry shoppers, but conversions are generally lower as consumers feel the pinch after the last quarter’s spending.

This isn’t all too surprising. Black Friday and Cyber Monday are now such large events that many retailers report of an inevitable festive ‘hangover’, with sales suffering in the following Q1.

Luckily, we’ve got some ideas for how to tackle the challenges of the new year with personalisation. We believe there are loads of opportunities in Q1.  Let’s take a look.

Tip 1: Bring back festive shoppers

The good news is that the new year brings with it an abundance of new data to utilise. 

It’s likely that you acquired many first time customers during the Christmas shopping period. Unfortunately, due to the time of year, these visitors are unlikely to return so soon – but could you offer something to shoppers to drive them back to your site, and encourage another purchase?

By using order data you can set up targeted email campaigns for January, thanking new customers for their festive orders, and sending incentives to return. This could be a free New Year gift (think about relevant themes), a discount coupon or some helpful content based on their purchases.

wallpops-free-new-year-gift

Wallpops.com offered a free new year gift to returning shoppers as an incentive to purchase again.

Tip 2: Optimise repeat purchases for customer retention

Acquiring a new customer costs a business somewhere between 5 – 10 x more than selling to an existing customer. With that in mind, now is a good time to look over your data from the last year, and look at patterns in repeat purchases.

Looking over the data, can you find the optimal number of purchases needed before your shoppers become loyal customers? For example, in some stores, a shopper is statistically more likely to become a loyal, repeat customer if they have purchased on 4 different occasions. Therefore, their loyalty is likely to remain after the 4th time they order.

If this is the case, you can nurture that relationship to ensure a visitor has purchased 4 times by segmenting visitors by their number of visits, and presenting targeted discounts and coupons for their first 4 visits (obviously, the exact number may be different for your store).

By this point you’ll have helped reach that optimal level of purchases to ensure trust is sufficiently built.

Other ways you can do this include loyalty schemes – rewarding customers for repeat purchases. This could include free content, first peek at new product lines, offers or free merchandise.

waitrose-70-off-first-5-shops

Waitrose offered discounts for the first 5 orders to increase customer loyalty.

Tip 3: Use crowd data to show recommendations relevant to the season’s themes

For users landing on your site, a great way to promote engagement is to show products which are currently hot: ‘trending products’. These are recommendations that show what other visitors are viewing, or buying, the most.

A great way to do this is to filter recommendations by themes. For example, what do we associate with January? Health, New Years resolutions, new opportunities. If your product inventory allows, and you can filter your trending products down to a seasonal category, you may just see a great increase in engagement and conversions.

amazon-new-year-res-recommendations-two
You can take this a step further and show trending products from the last hour. It’s a way of showing your visitors what’s on trend in real-time, and has the added benefit of making your store look really busy – and more social proof can never be a bad thing.

amazon-new-yesr-res-recommendations

Amazon knows health related products sell particularly well at this time of year, and their homepage recommendations reflect this.

Tip 4: Drive increases in average order value to make up for lower sales

It’s a no-brainer to fill your site with highly relevant product recommendations that update in real-time. At this quieter time of year, it’s worth considering filtering those recommendations to display the items that bring a higher return. Products that bring low returns can be filtered out, leaving the focus on items that will help increase your bottom line.

To further increase the effectiveness of recommendations, optimise their appearance by testing number and size. Try hiding ‘zero reviews’ on the recommendations that don’t have any reviews yet (0 star products don’t look appealing). A/B testing will help determine the best way to present recommendations.

In addition to upsells, make sure highly relevant cross-sell items are available on the checkout page, too, or on your ‘add to cart’ page.

Other ways to raise order values are package or bundle deals, and offering a free gift for a minimum spend.

saltrock-screenshot-free-mug

Saltrock increased AOV with a free piece of merchandise.

Tip 5: Make your content a conversion creator

Creating relevant and engaging content for your customers is great for many reasons: it establishes your brand, improves engagement levels and also provides fertile ground for targeting visitors based on their choices of content.

It also means that at a time of year when people aren’t buying, you can still drive traffic to your blog, and use content for your email marketing campaigns. Fill your emails with engaging content based on your customers’ interests, and embed with relevant product recommendations.

And of course, remember: creating content is pointless if no one is reading it. Find ways to capture email addresses with capture forms on your site.

And that’s all, folks…

So, we hope you found some tips that you can put to use in your Q1 campaigns. If you need some help along the way, Bunting‘s tool can easily implement the ideas discussed in this article. Happy personalising!

By: Bunting 13th January 2017

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