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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Introducing New Site Features to Your Customers
by Toonimo Feb 19, 2015
  For some of us in the tech world, when introducing a new product or feature in our business, we envision ourselves getting up on stage in a black turtle neck and jeans and delivering a captivating state of the art, multimedia presentation ala Steve Jobs. Most of us however, do not receive such fanfare. When you work hard on developing a new feature or product,  you want to make sure your customers not only see it, but that you are able to generate a sense of excitement about it as well.  It can be a challenge to introduce your new feature effectively. You do have a few options for bringing attention to certain features on your website both onsite and offsite.  Sometimes an onsite pop up is all you need while other times a combination of strategies is preferred. It really depends on your website, your audience and the feature you are announcing. Here are a few ideas for effective ways to introduce your new site features to your customers: On site strategies: Interstitial Pages - Interstitial ads are boxes or pages that pop up at site launch and are a sure way to get your customers’ attention.  The user needs to close the ad in order to return to the website homepage in the background, so chances are they will read it.  You can also link to the feature on the ad to take users directly to the page.   The interstitial idea can also be used to create a more indepth “help screen” at launch which can provide further details or instructions on how to use the new feature. Homepage ads - You can announce new features by placing ads on certain standout places right on the homepage. Hello Bars, which are banners along the top of the home page stand out, particularly if they are in a bold color. You can write something attention grabbing such as “Hey, check out our new features” and then link to the page. Badges or call to action buttons can be placed anywhere on the homepage and include short text or an image that links to the new feature. Again, enticing text (“click here to see our new feature”), bright colors or an eye-catching image (a big question mark for example) will draw the visitor in to seek more information. Stand out content blocks - You can strategically place content or an ad for your new feature  in the margins or within a banner or image slideshow that exists already on your homepage. Interactive Guides - A text-based, audio visual or animated website walk through  can guide your website users to the new features and explain or demonstrate how to use them. How-to Videos - A how-to video embedded on your homepage can introduce the new feature and demonstrate how to use it. Offsite strategies: Email blasts: Numerous Marketing Surveys have found that email marketing is the most effective digital marketing tactic and that it delivers the best ROI (return on Investment). You can announce the feature to your mailing list, write about the benefits and make sure to include a link. This will also get customers that aren’t already on your site to pay a visit and hopefully increase visits and sales. Social Media announcements: Use social media to create a buzz about your new features. Announce the new features, share videos and most importantly, link your website. Get your audience excited and involved by using one or a few of the techniques above to draw attention, guide and demonstrate your new website features....
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The Psychology Behind User Experience, UX, Increases Conversion Rates
by Toonimo Feb 10, 2015
  User experience, or UX, reflects how a user feels while visiting and navigating your site. Research shows that these emotions - whether they be frustration, confidence, freedom, happiness, discouragement etc.- all have a profound impact on conversion rates. Every website has a UX and it is either helping you or hurting you. Even more than that, users will subconsciously compare the UX on your site with your competitors and likely go with the site that makes them feel “better”. What emotions are you looking to evoke from users in order to increase conversion? Happiness: It may go without saying that you want your user feel happy while visiting your website. Happiness drives action, whether that is a purchase, a social media share or filling in a contact form. Site design, including colors, images and clarity play a significant role in evoking happiness. Smart and Successful: The more a user is excited about the possibility of success the more likely she will take action. If your website is easy to use and the user feels like she is getting a great deal, doing a good deed, or making a smart decision, she will be more likely to move ahead. Alternatively, if your website is hard to navigate or  gives too much information, this makes users feel overwhelmed, frustrated and incapable, resulting in a loss of user confidence and most likely their business. One study showed that 57% of shoppers abandon a site if they have to wait more than three seconds for something to load. Make sure your site is clean and easy to navigate, with clear calls to action that encourage the user to see the value offering and feel like a “winner.” Trust: Consumers are suspicious and justifiably so since all businesses have some sort of agenda. One of the greatest inhibitors to conversion is lack of trust.  Consumers are protective of their personal information, their privacy and certainly their wallets and any experience that threatens their security in these areas will result in site abandonment. Be transparent, clear and honest with your content and make sure your site is easy to navigate in all directions. If users feel they have gone down a path they can’t exit from easily, especially on an e-commerce site, they will just leave. Informed and Educated: You want your users to feel that they have a true understanding of what you are offering. Growth is a powerful human motivator and if you are teaching users with valuable content they will feel inspired.  This is also a reason that user reviews are read by 85% of consumers before they make a purchase online. A user that feels informed about what she is going to purchase will more likely go through with it.  Studies show that consumers respond positively in particular to visual components such as photos, video, graphs and infographics or stories such as case studies or testimonials. Sad: This one might be a little surprising and should only be employed by businesses in certain sectors.  Studies show that empathy builds trust and is an effective way to move a consumer to action.   Economist and pioneer in the field of neuroeconomics, Paul Zak conducted a study on the effects of sadness on human behavior.  He concluded, “Our results show why puppies and babies are in toilet paper commercials. This research suggests that advertisers use images that cause our brains to release oxytocin to build trust in a product or brand, and hence increase sales.” If your service or product can tap into this human tendency, use images and storytelling to create empathy.   To create your UX work backwards. Start by asking yourself the following questions: What are the actions you want to acheive - a sale, download, subscription form, call? What does the user want? What is the value you offer?   Once you know the end goal, design the flow of your site to directly meet both the user and the business objectives.   Here are a couple of other resources on the topic of UX: On his Digital Marketing Blog, Jeff Fuhriman does a great job of giving some insight on how to assess if Poor User Experience is Slowing your Conversion Rate.   Check out this great infographic by Vouchercloud that speaks to Consumer Psychology specific to e-commerce that can be helpful to anyone trying to improve the UX of their website.      ...
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5 Great Tips on Writing Content that will Convert
by Toonimo Jan 26, 2015
In this post we've compiled 6 of our favorite tips to improve content writing to focus on conversions. After all, that's the focus of any onsite business. These effective tips are sure to boost conversion rates for any site. One Audience Imagine for a moment that the customer was sitting directly across from the top salesman in a coffee shop. If the customer was sitting there, the discussion would focus on their needs, not the companies great product. Right?!  Every company has a uniquely engaging powerful story to tell.  Forget about all of the value proposition and unique selling points of a company.  Forget about what the site offers and shift the focus to the customer. What do they want? What are their pain points?  Reaching current customers and asking for their input on what content they would respond to is the ideal.  While every company should know what their target audience wants, it's more about understanding why the customer wants a specific product or a specific piece of content.  Great Story As we mentioned, every company has a unique story. The art of storytelling that focuses on benefits is the key to any good content writing and marketing campaign.  Define the story of a product, the company. Why should a customer care about the story or the company?  Identify the key points that are unique. Every company has them. They need to be distilled and refined. Once they've been identified, the rest is infusing the content with life and passion.  Focus on the amazing way in which customers have used a specific product. Every industry has competitors, that's a fact. But every company has a unique customer story that highlights the value in a way that no other competitor can.  Once the story comes to life, add that to the About Us section on the site. Why? Because this gives the company a chance to concisely share their unique story to their audience. Once its there, expanding and creating rich content that resonates with that unique story is easy.  Test, Test, Repeat Yes, everything about online marketing involves testing. It's the only way to focus and ensure that the conversion funnel is functioning at the optimal level. With writing comes testing. So any piece of content from headlines to blog posts to landing pages should be tested, constantly. If time is of the essence, then fine the testing to produce only the most fundamental metrics. There are many metrics that companies test for conversions, but keep the testing cycle down to the most important ones.  Here are our top 5 metrics Monthly Recurring Revenue Churn Cost Per Acquisition Average Revenue Per Customer Lifetime Value Customer Proof/ Testimonials Social proof is powerful. It's the driving force behind customer decision making. According to recent studies, nearly 90% of customers use online reviews and customer sites to influence their purchase decisions.  Think about it. Before customers shop online, they look at Amazon for reviews and then either buy it on a cheaper site or go into the store. Each company has social proof. It can be a newspaper article, a product review from an influencer, a blog post, or a satisfied customer. Whatever it is, flaunt it. Every company should be leveraging customer testimonials to not only add social proof but also to add value to the brand story. Reciprocity Unlike classic marketing, online marketing guides and adds value to customers before making the sale. Free, value-driven content is often the focus of any marketing strategy. Once the company has engaged with the customer and gained their trust, will a sale actually be made. Conversions in the online world take time but they are effective. What knowledge and value driven content is the company providing its potential customers? Is there any information that can be produced to position the company as an industry leader?  Are any efforts being made to engage, communicate and extend the relationship with existing customers? What content is being produced or benefits being offered to encourage repeat conversions?  Retention rates should increase once this type of reciprocity focused content is integrated into the marketing efforts.  These are our favorite content writing tips that can help any company convert more customers. ...
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Changing E-Commerce Conversion Funnels with Simple Statistics
by Toonimo Jan 21, 2015
In the world of e-commerce, every brand works extremely hard to improve conversion rates. The best efforts conversion rate optimization focuses on split testing and refining engagement strategies. You want better conversion rates. According to the most recent VMO ecommerce survey, statistics are indicating that 5 major conversion require attention and improvement across the e-commerce industry. Changing these onsite marketing and engagement tactics will yield better conversion rates and an overall positive shift in revenue. Based on these statistics, here's how to increase the conversion rates of any e-commerce business. (more…)...
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Customer Service for E-Commerce Site: What It’s All About?
by Toonimo Jan 20, 2015
  In the world of e-commerce and online businesses, a brand must maintain stellar customer service at all times. While the larger brands can rely on strong customer service departments, the leaner e-commerce sites have to work exceptionally hard to prove their value at all times. Maintaining a high standard of customer service enables a company to gain trust and credibility among their potential customers. As the level of customer service increases, so does the credibility of the overall brand.  We recently came across an great infographic that describes 7 great ways to provide amazing customer service in the e-commerce industry. Rather than elaborate on all 7 points that are so poignantly laid out below, we are going to focus on two points that we've found to be particularly important in engaging and converting customers. Online Engagement As the infographic states below, many customers visit a site before completing a purchase. They explore the site to gain trust with the brand and to ensure its legitimacy. We've found that once on the site, if a customer is engaged and interacts with the site in a meaningful way then the likelihood of conversion increases significantly. The engagement can be in the form of an online chat feature or a virtual agent that responds to consumer behaviors. In either case, the focus is to keep customers on the site and increase their interest in a product or in the overall company. Delivering an Impressive and Responsive Experience Customers today are searching for online businesses that can deliver excellent customer service at all points of the purchase (before, during and after). The e-commerce site should always focus on continuously surpassing any customer expectations. The responsive nature of the site and the valuable information that the content or any onsite engagement tool provides can determine the level of conversions and long term relationships.     Click to Enlarge Image Success Center— Brought To You By Desk.com This great infographic describes some great ways for any e-commerce site can quickly increase its customer service efforts. Together with excellent onsite engagement tools that provide interesting ways for a customer to interact with a brand, customer service may very well be the most significant conversion tool available. ...
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