Convert More: Harness the power of digital channels
by Toonimo Apr 29, 2015
If you run a travel or hospitality website, you know there’s a world wide web of competition out there –and you have to have something unique that pulls people to your website and keeps them clicking. Research shows that if you don’t capture your visitor’s attention in 4 seconds or less, expect them to bounce to a competitor’s site. A bland user experience isn’t just boring for the visitor, it can be catastrophic. So how do you provide a unique customer experience that differentiates your brand and offers the right level of technological innovation across your digital channel? The answer is to add a dynamic presentation layer that engages with visitors drawing them deeper into your website. Think of these features as your virtual sales team with the ability to reach out and help people around your website the same way a reputable store does. Let’s say your site books hotel reservations.  Interactive features can welcome visitors, compare different types of rooms, make intuitive suggestions based on previous purchases, assist with bill pay and answer questions. Likewise, if your site sells airfare, interactive features can aid with flight selection, seamlessly walk customers through the check-out process, assist with order forms and onboarding, and offer add-on features like mobile notification, transportation options and restaurant reservations. These features can also literally give a human voice to your website, talking to assist your hearing impaired visitors with customizable voice and language preference. And with live chat, click to call and email access, your visitors can ask simple questions and get answers in real-time, directly on the site. No more frustration for your visitors, and no more jumping to competitors’sites. Implementing cutting edge site engagement features like these grow your business in three proven ways. 1. A boost to your bottom line: When a visitor comes to your website, you literally have seconds to capture their attention by nailing your unique selling point. These interactive features improve conversion and close more sales by helping your customers make the best buying decision. 2. Reduce your staffing costs: Imagine asking a question on a website and getting an answer almost immediately! Or inquiring about a bill or lost password and not waiting endlessly on hold for a representative. Interactive features both improve website customer service by eliminating wait times, and save your business money by reducing calls around popular phone escalation inquiries. 3. Give your customers that “feel good”experience: Interactive features provide your customers with the right information at the right time, helping them make the best decision. They also help retain customers by understanding their needs and offering tailored suggestions or assistance at key junctions in the buying cycle. This increases the chance of customers returning and recommending your site. And with the power and reach of social media, customers who shares positive feedback about your site will increase traffic. Likewise, a negative share can be enough to put you out of business. The bottom line, your customers expect more when they visit your travel and hospitality website. They want quick access to the information they need and they refuse to spend time clicking around.  A website with static pages misses a crucial opportunity to convert and retain a loyal customer. Give them the opportunity to engage, and you’ll gain loyal customers for years to come....
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JVL Jewelry Increases Sales by 7% with Toonimo
by Toonimo Apr 19, 2015
Toonimo is proud to share a customer success story, JVL Jewelry, which implemented the solution on its jewelry e-commerce site. Background: JVL Jewelry, an online wedding band retailer is recognized by the wedding industry as one of the leading online marketplaces for wedding bands. The Challenge: JVL Jewelry’s main challenge was differentiating themselves among the crowded market of online wedding jewelry sites. JVL sought to explain to their visitors about the personal touch they provide for online shoppers and guide their visitors through the online shopping and checkout process. Why Toonimo JVL Jewelry implemented Toonimo’s solution on various pages of their site to guide visitors through the shopping experience. With each new page, online shoppers were engaged with relevant facts about the items they were shopping, thus gaining a personalized online shopping experience. The Solution With Toonimo’s guided walkthroughs, JVL Jewelry successfully reduced support calls by 30%,  leading to an immense customer service costs savings for the company. Furthermore, Toonimo’s solution led to increased time on site and reduced cart abandonment. Overall JVL Jewelry experienced a 7% increase in sales....
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How User Guidance Can Rev Up Your Sales Funnel
by Toonimo Feb 11, 2015
  A sales funnel as it applies to your website is the process you want your users to experience as they go from being a prospect at the top of the funnel, to a lead, to a customer (taking action) at the bottom of the funnel. Leave a user to his own devices on your website and you will likely have a “leaky” funnel - losing prospects along the way. You want to guide users through your website to keep them engaged and focus their attention on your calls to action. To do so, you need your messaging to be directed to keep their interest along the way.  A user guidance system does just this.   The Oil Funnel Analogy Think of the user guidance system in terms of an oil funnel. The funnel’s purpose is to make the process of getting the oil into your car easy and clean. You want ALL of the oil to go into the engine without it spilling and leaking.  Likewise, an effective user guidance system directs your users to the desired destination in a clean and easy fashion.   It’s All About AIDA The sales funnel concept is based on a classic marketing model which uses the acronym AIDA: A: Attention or awareness -  attract the attention of the customer I:  Interest - peak the customer interest so they want to learn more D: Desire - convince the customer that the product or service you offer will satisfy their needs A: Action- lead the customer toward taking the desired action (purchase, call, sign up etc.)   An onsite guidance system is built with intuitive interface that responds to the users’ behavior.  The user’s actions on the site will trigger targeted content to be delivered to promote each of the above stages and lead the user down the sales funnel toward the desired action. This guided experience creates more onsite engagement, reducing site and cart abandonment and increasing conversion rates.   Questions to Build Your Sales Funnel TechWyse put out a great post about building a sales funnel on your website, outlining the main questions you need to answer:   Who is your perfect website visitor? What product or service is most conducive to attracting their business? What imagery, and call to action can you place in the top banner to persuade the visitor to learn more? Once on the sales page what offer can you make to persuade them to complete the goal of the sales funnel? What further information can you offer the visitor once they have clicked through to your ‘sales page’? How do you want the visitor to contact you?   User Guidance will Supercharge your Sales Funnel A user guidance system basically takes the sales funnel you create from answering these questions to the next level. Unlike a static website, the customized response and onsite guidance directs the user more like a person-to-person experience would. Now you have a personalized sales experience, based on input from the user, which results in significantly fewer funnel leaks and more conversions. Remember, the goal is to keep users on your site.  With each additional moment spent and page viewed the chances of conversion increase exponentially. User guidance directs the user based on intuitive clues to what he wants and needs, giving you the opportunity to direct your message and guide him smoothly from attention, to interest, to desire and ultimately to action! ...
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Super Bowl Post Game: Squarespace from Design to Conversion
by Toonimo Feb 02, 2015
After yesterday's exhilarating game. The conversation surrounding the game are already beginning to fizzle but the buzz of the digital marketing and insanity about the commercials are only at the initial phases. Super Bowl advertising campaigns and strategies were extremely popular this year. The creativity and cross platform engagement, enabled brands to seize the high consumer focus around one event to benefit the bottom line. Super Bowl campaigns are fun and interactive, and significant attention is put on the success and ROI of such a significant investment. As ads become more interactive and require more creativity to allow for cross platform engagement and calls-to action, the conversion issue still remains. For marketing teams, Super Bowl Sunday is the pinnacle day to make sure that all of the landing pages, homepages and user experience is in top form. The big game exposure means high potential traffic. Spending $4.5 million for 30 seconds of air-time sounds risky. Some ads clearly missed the mark yesterday and will be the talk of the town for many years. From an online marketing perspective, we watched the game to see which ad was the most successful in bridging the gap between TV to conversion online. Result: Squarespace Here are 4 Reasons we think that Squarespace will score big in conversions. Keep it Simple This company understood the conversion funnel. They knew that the key to a successful paid ad is to create an engaging video that is memorable and piques the curiosity of the viewer. Especially in today's digital marketing world, viewers are seeking more information beyond the initial TV ad. Squarespace got that and used a great tag line "Build it Beautiful" to entice viewers. Call to Action The site's simple design left users with only two options. Sign up or Watch Jeff Design His Site. In either case, the user understood the clear call to action and wanted to dig deeper. If they watched the Super Bowl, then they want to know more about Squarespace and Jeff designing the site. Landing Page Talk about high-quality and highly engaging content. Squarespace used powerful, yet relatable words to support the strong visuals that define the quality of the product. In many ways, Squarespace showed and told why their site is so unique. They took storytelling to the next level by turning it into a cross platform user experience. The next step for Squarespace was to create a landing page that was designed to match the TV ad. The seamless integration across the medium enabled visitors to easily identify and continue their navigation journey without any issues.   Monitor the ROI Using the initial peak of Super Bowl fans and video views as a guide, we can already determine the success of Squarespace's conversion rates. The ad was aired for 30 seconds but many missed it and were drawn to a secondary site. We noticed that about 4% of visitors continued their user journey from the initial point of interaction, during the TV ad, and then went on to watch the video on Youtube. From there the site traffic was at an all time high and if we assume that of the 11 billion people watching the Super Bowl, 4% converted to the Squarespace site, well there's a nice ROI for you!   While the Super Bowl may be over, the conversation is now being intercepted by the commercials and cross-platform digital conversion optimization efforts that Squarespace so successfully secured.      ...
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How to Score Big Conversions During the Super Bowl
by Toonimo Feb 01, 2015
    Tonight is the biggest sports night of the American calendar. More than 75% of Americans will be glued to their TV's watching the big game. Interestingly, while some football purists will be watching the game on the TV, many will be using multiple devices to keep the conversation going during the commercials, the time outs, and halftime. The multi-screen experience is the opportunity for many online marketing teams to engage, convert and enhance the user experience beyond the game. Of course, we have to show respect to the famous Oreo commercial which seized the opportunity to leverage the blackout during the Super Bowl of 2013 to engage an audience and increase digital conversation beyond the game. Power out? No problem. pic.twitter.com/dnQ7pOgC — Oreo Cookie (@Oreo) February 4, 2013 Advertising during the Super Bowl enables a brand to engage with relevant audiences and create a targeted buzz, and potentially positive conversation around the brand. The goal with being active during the big game is to optimize the campaign to help convert digital fans and followers into actual customers. According to analysts, football fans are planning to spend in preparation for the Super Bowl on everything from food to electronics and from sports gear to decorations. With total spending during the Super Bowl season predicted to reach USD 14.3 billion, companies should be using the big game to score big on conversions. Here are our favorite marketing tactics that can have a big impact on conversion rates and are sure to score big in the endzone of business- profits. Retarget Customers with Relevant Game Day Content Leveraging the Super Bowl as a means to generate traffic around relevant content is good. Targeting and re-targeting these visitors is a touchdown. While the build up to the Super Bowl is focused on purchasing, the real kicker is the follow up after the game. Stand out and engage, retarget and drive conversions with focused content. Just because the big game is over, doesn't mean that the conversations about the ads and the game are over. Keep the content and the retargeting going for a few weeks. That's when the real conversions occur. Don't forget to optimize and target content, especially videos, to the keywords that are associated to the campaign and the Super Bowl. Drive the conversion rates up by keeping the fan rate high after the game. Real Time Marketing Last year, Nielsen Social Guide identified nearly 6 million people in the United States were active on social platforms during the Super Bowl. Over 25.3 million tweets were sent during the game (the amount is higher once the global community is considered). With the digital reach so high, companies should seize the high traffic and high communication opportunity to create relevant, engaging and timely content. In a clear example of what NOT to do. Brands should not be planning out exactly what they're saying in a commentary like Totinos' epic pre-Super Bowl fail. In their excitement to engage, they scheduled all of their posts and content for Saturday instead of Sunday. wow I can't believe #TheBigGame is almost over! I'm literally crying so hard I can't breathe, why must all good things die? #sparts #entropy — Pete Zaroll (@totinos) February 1, 2015   User Experience Searching and user experience on multiple devices means that users are engaging with the Super Bowl related content throughout the day. The searches peak during the half-time. Make sure that the campaign is optimized and that the user can seamlessly navigate during the break. A positive user experience means that the site loads fast, is responsive, and is simple for optimal user experience. Make sure that if there is a purchase conversion involved that the conversion funnel is tight with minimal barriers.  Post Game Engagement and Conversation Keep the excitement alive after the Super Bowl. Social media is ideal for this type of communication and conversation even after the Lombardi Trophy has been passed around. Create brand followers and capitalize on the buzz generated during the game as a springboard for conversation.   Regardless of which team, the Patriots or the Seahawks, wins the Super Bowl, the opportunity for online businesses to engage, communicate and create valuable conversion focused content is ideal during the game. ...
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Timing is Everything in Conversions
by Toonimo Jan 28, 2015
  When conversions are at stake, timing is everything.  For online businesses, most visitors make decisions within seconds of landing on a page. Seconds!  In the e-commerce and website industry, time manifests itself in two ways.  Page Load: The speed of a site is critical. Every second counts. With every second of load time, comes more lost conversions.  Conversions: After page load speed, conversion time is important. Once a consumer is on the landing page, how much time does their navigation journey take, from landing to conversion?  Most companies find reducing the page loading time a simpler task. But, for some reason, miss out on the more important aspect of trimming down the conversion time. In the world of user experience and conversion rate optimization, decreasing the conversion time is an essential consideration.  What's Behind Reducing Conversion Time? The basic concept is clear. Reduce the time between landing on a page and actual conversion, which will lead to more conversions. It's clear that along the conversion funnel, customers drop out. It happens. Accept it.  Time, not clicks to conversion, is the focus.  Shaving Down Conversion Times With this as the background, here are a few conversion tips to cut down time. Enjoy watching the conversion rates increase.  Time is precious, especially in the busy life a consumer. Keeping their experience and navigation journey as positive as possible will shift the conversion rates.  Call To Action: Clear and Simple In the onsite journey, the call to action is the focus of the entire experience. Make the call to action the center of attention but crystal clear. Tell the consumer what they need to do- Sign Up Now, Click Here, Download.  Don't beat around the bush. Be bold (in clarity) and Beautiful (in size and color).  Sense of Urgency Change the language of the landing page or web page to increase the urgency of the consumer. How does urgency look like on a website? Simple. Add a countdown clock. Change the text to limited time only. Add a deadline to the deal. These textual changes make the consumer feel some pressure to convert.  Design the Landing Page for Taking Action Every consumer journey is different. There are fast readers and slow ones. Some take time to explore others skim first and then review the details a second time.  Keep conversion at the focus. Create multiple opportunities for the visitor to convert by designing the page for optimal conversion opportunities. Add CTA buttons at each natural break point of text. Don't overload.  Seamless  This is a common conversion problem. Most sites make the conversion difficult by adding unnecessary pages to the funnel. Can the number of pages be reduced? Can the conversion be completed in without multiple actions or pages? Keep the pages down. Create a Smarter Conversion Experience Once the site has been revamped for cutting down the conversion times, there is still a challenge that visitors may make a mistake or not fill out all of the necessary information.  To avoid drop out or abandonment issues, add a tool that directs and guides the user through the funnel. Enhancing the conversion experience through guided navigation is sure to increase conversion success.   Summary As with all conversion rate optimization and onsite changes, the number one rule is test, test, test. ...
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