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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3 Must Have Onsite Conversion Tools: Yotpo, Toonimo and LiveChat
by Toonimo Jan 19, 2015
  Since its infancy, businesses have measured site traffic solely based on page views. With time, the development of digital marketing has shifted the methods of measure to include more onsite engagement and length of visit, and of course, conversion rate as critical metrics. In the world of e-commerce and online businesses significant resources are invested in driving traffic to an online business site.  Once the traffic does actually land on the site, the rate of onsite conversion spend is remarkably low. According to recent research, for every $92 a site spends on driving traffic to a website, businesses invest only $1 on increasing conversion potential and optimizing the site to boost sales. The difference between traffic to conversion is insane! Why are companies leaving so much potential money on the table? If the customer is already visiting, half the battle is already done. The extra mile of converting them is providing them with a customer friendly experience that guides them through the funnel. In some ways, the onsite conversion efforts could be more important than the traffic. Customer reviews are the most important testimonial an e-commerce business can find. Yotpo enables customers to leave and share their opinions about the products they've purchased. The tool brings the most valuable ones to the forefront of the site and shares the content to the various social channels. Additionally, the e-commerce site can then present these invaluable reviews in a visually appealing way for others to see. In short, Yotpo combines the value of customer testimonials and user generated content in a visually engaging way. As customer reviews grow, the company credibility grows. Positive feedback and positive consumer experiences are what Yotpo are all about. What's great about Yotpo is that it not only enables a e-commerce business to streamline new reviews, the tool also enables seamless integration of existing ones. This great feature, combines with the immediate post purchase email to customers brings the real time marketing to the forefront of any business. Toonimo   Clearly we're a bit biased but in the world of onsite conversion optimization, Toonimo offers some value that others don't. Toonimo enables a company to customize a character that will serve as a virtual salesman that responds to and engages with customer behaviors. Each page can be customized for specific triggers of onsite patterns. In short, Toonimo is like having a full time salesman without the overhead. The character is a virtual guide for customers to feel comfortable with their concerns and can walk visitors through the conversion funnel without feeling pressured. This is by far one of the more popular onsite engagement tools. LiveChat integrates relatively easily on most sites and enables a small window to be placed at the bottom of the screen. LiveChat then becomes a great way for alleviating customer concerns by allowing them to ask any questions directly to a sales or customer service team. The advantage of LiveChat is the real time engagement and interaction that customers and companies can maximize to convert more leads. In Short While money to generate and increase traffic is valuable, it doesn't always translate into sales growth. Companies should be focusing converting existing traffic and engaging visitors to stay longer on the site and increase the conversion potential. 
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Unconventional & Simple CRO Tips
by Toonimo Jan 08, 2015
Any company seeing significant traffic to their site or landing page without the conversions, is always looking for some new tactics to boost the most important aspect - the action. With all the time invested in gaining traffic, not converting them would almost be a waste. It's time to get serious about conversion rate optimization (CRO).  Yes, there are many sound pieces of content on CRO around the web, change the colors of this button, test different locations of text, calls to action, and form style. Why does all the CRO advice complicate the space? What about gaining some competitive advantage without the jargon? How can online businesses use CRO in a simple, understandable manner? Here are a few of our favorite unconventional CRO tips that will make any onsite business stand out. Competitive Analysis Ever consider why the competition is converting so well? Maybe they're involved in a complex CRO marketing strategy. So visit their site, or sites, and improve on their design and strategy.  The simplest thing to do is to identify the changes they integrate and regularly monitor what changes are being made.  The alternative is for a company to consider specific changes and before implementation see if the competition is already doing it.  Test with Multi Step Most companies think that to optimize conversions, the forms on the site should be short, enabling the consumer to quickly handle this aspect of the conversion funnel. While that is a fair assumption about forms, some customers actually don't mind forms that involve multiple steps. So test it and go against the grain. Testing, as with so much of CRO, is critical. Heat Maps This is one of the most unconventional CRO ideas. Most users are not aware that with each movement of their mouse, it's possible to track behaviors. This kind of data can be particularly useful for companies who are considering refocusing their CRO efforts. While a heat map sounds very new-age, the potential information can easily increase conversion rates with relative ease. Keywords and CTA Generating the traffic is the first step of CRO. How to generate the traffic is by targeting the most relevant keywords within the space for potential customers.  The key is to match the keywords from the text on the site and landing pages with the calls to action.  Aligning the keywords at both the top of the sales funnel and the calls to action on the website enable the customers to not only find the brand but to convert once they're there.  Make It Urgent Of the many challenges online businesses confront, cart abandonment is the most common one that results in lost revenue. Many customers would prefer to delay their purchase or take more time to buy. How does a company combat this extremely common problem? By encouraging the customer to complete the purchase now. A sense of urgency is easy. A simple offer of discount, free shipping or extra bonus item will create an incentive for the customer to buy now.  Micro/ Macro Conversion In CRO there are two conversion types- micro and macro conversions. Macro- is completing a sale or filling out a form. These are the revenue generator.  Micro- would be a like on Facebook, Tweet, downloading a PDF, newsletter sign up. These conversions have potential for converting but don't generate revenue immediately.  Clearly, each conversion has its unique advantage within the CRO spectrum.  Check which of the CRO type yields higher engagement and focus on those.  Distinguish between the two types of conversions. This is critical in how to focus marketing efforts. As each site is unique, testing is critical. Each site is different, so different tactics need to be tested regularly.   What are some of the most innovative CRO tips you’ve received?
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Top 5 Traits of Landing Pages that Convert
by Toonimo Jan 04, 2015
  Conversions. That’s the main word for every e-commerce business and every marketing strategy in the digital age. Without a solid conversion funnel, marketing efforts are virtually useless. An impressive landing page can drive the business to success, while a poorly designed and low functioning landing page will raise questions about the marketing efforts of the team.    The main goal of a landing page is to direct and guide visitors through the conversion funnel and turn a casual reader into a potential lead or maybe even a sale. Significant investments are poured into creating each landing page, all with one goal to get the customer to move from simply 'window shopping' to actually making a purchase.  Is There Such a Think as The Perfect Landing Page? Unfortunately, the perfect landing page is not just a template or formula that can be applied across industries and scenarios. Each brand and product is different, which means that the landing page is crafted around this unique market.  Even within a brand, multiple landing pages are often designed to accommodation the different traffic sources of customers. The social media traffic should receive a landing page that looks different than those searching via Google.Each page is customized to the campaign.  Every landing page has a different goal, and there isn't one standard solution for all landing pages. With that, there are some overarching characteristics that typify the very best ones. Here our top 5 landing page elements that are sure to enhance the creation of conversion-focused landing pages. Headline Start where the customer is not where the company is. A headline attracts, engages, interests and captures the audience. Its there to bring immediate interest. Wording of a headline should be short, sweet and to the point. No more than 10 words. Sub-Headline A great headline grabs the viewer's attention, the sub headline drives home the sale. It makes customers think. The sub-headline is there to persuade by adding more detail to the headline.  Graphics Great landing pages have great graphics.  Graphics should enhance the core message of the landing page, it shouldn't detract. It should add a visual boost to the product. Avoid stock imagery. That will make your product seem cheap and insignificant.  Value Prop Together, the above three need to mesh to communicate the value proposition to the consumer. Why should they sign up? What's in it for them? What does the product offer or problem does it solve?  In some ways, the value proposition should be a statement of pride to any consumer. It answers their most basic question. Call to Action The call to action (CTA) is probably the most important element of any landing page. This is where the conversion happens.  Essential CTA features Button- Yes, it must be a button. Nothing else works.  Big- Make the button big and obvious. Don't go over the top but make sure that it's unavoidable.  Bold- Make the CTA jump from the page. Use a color that is glaringly obvious even with all the other text.  Clear- The text within the button should be clear and explain what the value is to the customer. No more than 5 words.  Live Chat/ Onsite Guide Of all the conversion tools out there, Live chat software or a virtual guide are among the strongest ones. These integrated features, allow brands to break the virtual divide and offer real time conversations with visitors. These features guide users to the unanswered questions and allow them to ask someone along the way. With either a click or responsive guiding, a virtual guide can direct and respond to user actions towards closing the sales funnel. Engaging the user once on the site will always yield higher conversions. 
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15 Conversion Optimization Tips- How to Increase Conversion Rates
by Toonimo Jan 02, 2015
Over the past few months, we've written many articles and pieces focused on conversion rate optimization and increasing onsite engagement. The challenge with all of our content is that Conversion Optimization tips and “Best Practices” are limited in value because they are broad and require testing to each specific business.  These tips should not be taken as recommendations, but rather as ideas that you could test. Each site requires careful analysis and consistent testing of specific conversion hypotheses. 15 Conversion Rate Optimization Tips to Increase Conversion Rates Location of Call-to-Action: Is it on the right or left side of the page? Value Proposition: Are the three most important points immediately obvious on the landing page? Credibility indicators: Have testimonials, reviews, awards or stats been integrated on the site to add more credibility? Specificity: Is the landing page content too broad? Can a specific product page drive more conversions than a category page? Reduce Distraction: Are there links, images, videos or text that can be eliminated? Improve Clarity: Can an image replace text to drive more interest? Too Many Options: Is the product being offered in too many choices (color/ style)? Try reducing it to one or two. Clarity: Increase clarity of the visuals by contrasting the image on a white background. Anxiety: Does the privacy policy evoke anxiety? Does it make people nervous? Try pairing the text down. Emotions: Consumers buy with emotions. What text or visual can excite their purchase decision? Privacy Link: Integrate a popup instead of having it on a separate page. Features vs Problems: Many companies sell the features of a product not the actual value. Sell the value and the problems it solves. On page lead gen forms vs. new page vs popup? Testing each format is important. Column Swapping: Change the look of the page by moving the column from left to right. Incentives on the Thank You page: Can some of the form fields be made optional? Consider offering incentives for filling them out. Bonus Tip: Onsite navigation guide: Consider integrating an onsite guide that directs visitors through the sales funnel. These are our favorite tips. We will continue to post some other conversion tips throughout the year, enjoy.
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