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Posts tagged with Ecommerce

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The Natural History Museum online: a lesson in copywriting

The Natural History Museum in Kensington, London, has a new online store.

It's responsive, has chunky buttons and is easy to read. However, rather than provide a full review of the website (check it out for yourself), I wanted to highlight the brilliant copywriting.

Hopefully it'll prove inspiring for your own product copy.

21 comments

How fashion ecommerce brands use email marketing

Continuing my quest to investigate how various industries use email marketing, here’s a look at how some of our favourite fashion retailers use this most effective yet often neglected marketing channel.

Much like my round-up on the travel industry a couple of weeks ago, I’ll be looking at the frequency of emails, the use of subject lines, the email content itself, special offers, editorial voice, personalisation, relevance… All of the many tools that a company can utilise to coerce the recipient to open up an email or even engage with it.

As well as the above criteria, I also filled up a shopping basket and abandoned it without purchase to see if I would receive any reminder emails. I also entered my birthday as a date in between sign-up and writing this article to see if I was offered any discounts or at some birthday wishes. It’s not fraud, it’s science!

These are the 16 sites I chose to register my details with: Urban Outfitters, ASOS, Threadless, H&M, Topshop, Topman, American Apparel, UNIQLO, Gap, River Island, Next, Pull and Bear, Anthropologie, Forever 21, Miss Selfridge and The Kooples.

Now let’s take a look at the ravaged state of my inbox. Thank you Gmail promotions tab…

9 comments

Which types of content are most important for ecommerce?

Content marketing has been a hot topic in digital for more than a year, but many brands still struggle with the challenge of how to integrate content seamlessly into the ecommerce experience.

One of our recent surveys found that only 38% of in-house marketers have a defined content marketing strategy, despite 76% saying they are producing significantly more content than they were 12 months ago.

To help brands overcome these challenges Econsultancy and EPiServer have published a new report entitled Where Content and Commerce Collide. 

It examines how digital content can be combined with ecommerce in order to create more engaging and successful websites.

One of the sections in the report, which is based on interviews with UK content and ecommerce professionals, investigates which types of content are most important for driving conversions.

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three squirrels nuts

China: from WeChat mcommerce to experiential nuts

It's hard to get one's head around China. The scale and the speed are vast and fast.

So, I thought I'd round up some companies doing interesting things online in China, just to give a snapshot of marketing in the country.

Full credit where it's due, these are all taken from Barney Loehnis' presentation (he's head of digital in APAC for Ogilvy & Mather) at the Future of Digital Marketing 2014.

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Why Norman Records is a masterclass of ecommerce design

Obviously I’m biased. I buy a lot of records. I write about music on a daily basis. I’m a sucker for online shopping. Therefore Norman Records hits my sweet spot.

There are plenty of other record stores out there that have a perfectly acceptable online presence, but most are in dire need of a responsive design, and none of them are as unique, personality-filled and containing quite as many brilliant idiosyncratic features as Norman Records. 

This isn’t intended as a niche post that’s only relevant to the vinyl obsessed out there, I’m covering this store because there’s so many features and lessons here that any ecommerce site can learn from.

The move from the old site to a newly responsive one was not without it challenges. I talked to Norman Records directors Phil Leigh and Nathon Raine yesterday and their opinions and access to stats are scattered throughout this review. 

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How far will customers go to qualify for free shipping?

We're well aware that free shipping can work well as a sales driver, but the extent to which shoppers will go to qualify is very interesting.

Stats from a UPS study show that 58% of customers have added extra items to their shopping basket in order to qualify for free delivery. 

So what does this mean for retailers, and how should they approach this issue? 

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Five evocative examples of ecommerce copywriting

Buy me, buy me, buy me!!! 

Not what you want to hear. Sure it’s implied, but as soon as even the most straightforward of online purchases becomes that much more brazen, that’s when us consumers start to rethink our behavior.

So what makes for great ecommerce copywriting? What’s the difference between a quality product listing and a boring list of specs? Does it even matter?

Surely product copy is all about manipulation or at best, gentle coercion? 

As content marketing becomes more and more vital to every industry, the ability to create quality copy, even for ecommerce has become a crucial skill. It’s a key way to market your brand and a fantastic way to separate yourself from similar competitors selling the same product. 

Your excellent copy and the different ways you can use it can also make your brand more trustworthy and foster a deeper sense of loyalty.

Here are five fantastic examples of copy from around the ecommerce world that will hopefully inspire you. For more advice, check out Graham Charlton’s post on what makes great ecommerce product page copy.

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20 things a retailer really should know about their customers

A few weeks ago, I wrote an article emphasising the importance of customer data and insight to shaping a retail marketing strategy.

Unfortunately, in my experience, key decisions are too often based on guesswork; following the latest fad, copying the competition or buying a solution that isn’t aligned to objectives and customer behaviour.  

2 comments
shopping cart

Small business ecommerce: a beginner’s guide to supplier selection

This post is designed for those small businesses that aren't yet selling online and are getting ready to start.

I won't pretend this piece is for those with lots of experience online. It's more a starting point to steady the nerves for those that are bamboozled by how complex supplier selection can seem.

Although many ecommerce ventures are small scale, and indeed many choose to stick with online marketplaces instead of going it alone, this doesn't mean the effort involved is small.

Even once a successful ecommerce website build is complete, your small business will rapidly find it has the need for extra resource to keep the beast purring.

3 comments
nixon

14 inspiring mobile commerce websites

The importance of responsive or adaptive design for any site, let alone ecommerce, has long passed the point where the value of it can be argued.

Google explicitly states that it will rank sites that are mobile friendly higher than those that aren’t. For the consumer on the go or away from the desktop, it’s an absolute must that your site is accessible and readable, with simple navigation, easy checkout and visual clarity.

Which ecommerce sites are doing the above, but also providing something more? Here are 14 inspiring examples below.

Once you’ve finished, download our excellent Mobile Web Design and Development Practice Guide for practical advice on design and development for mobile, while dissecting the technical challenges and commercial implications of the key mobile site development options.

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Six of the best image-led ecommerce sites

Not everybody loves a hero image or a carousel. But imagery is a continuing trend in ecommerce.

Whilst brands don't want to compromise load times, the increasing uptake of tablets and their use for shopping means that images can help a site stand out.

A browsing experience is a lot more fun, and arguably realistic, with some big imagery thrown in.

Here are six websites that hit those retina-popping notes of colour on their homepages and beyond.

3 comments
smartphone

14 features of great mobile commerce design

What makes for a lovely experience on a mobile commerce site?

Mobile is undergoing big change and still in the area of design testing and optimisation.

Companies, although finally on board with the idea of the smartphone as assisting sales and driving footfall in store, are of course trying to increase conversion and checkout on the mobile itself.

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