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Marketing, as we know it, is obsolete.
So say Simonson & Rosen in their recent book 'Absolute value'. Theirs is not a lone voice, similar sentiments date from as early as 1999, in the Cluetrain Manifesto.
As it came in the peak of the dot-com bubble, though, that message was largely ignored.
Why do they say we’ve no use for marketing? It’s because of the rising power of the voice of the customer. With the growing availability of consumer opinions, the importance of brand messaging is diminishing.
Consequently, things are changing in the world of advertising. Slowly, but surely.
Online reviews of your company and its products and services are great tools for growing your online reputation that consumers trust.
That value goes so much further when customers not only write reviews about you but share them through social media channels too.
Third party trust logos are used on most ecommerce sites, with the intention of reassuring potential customers that they can shop safely with the retailer in question.
There are a lot to choose from, and a recent Baynard has looked into which logos are most trusted by US shoppers.
In this post, I'll take a look at the test and the results, as well as whether we need trustmarks on ecommerce sites at all...
It's been proved many times over in A/B tests that I've been involved in that reviews on product pages increase the add-to-basket conversion rate.
This effect can be multiplied when those reviews have meta-data surrounding them and multiplied again when there is an image, generally of the person's face, alongside the review.
Google Seller Ratings are a proven and easy way of increasing traffic to your site and thus multiplying sales.
Think of them as your star salesperson, who regularly tempts in new customers.
The role customer reviews are playing on the conversion landscape is increasing significantly, with more shoppers looking to friends and peers for guidance on purchasing decisions.
However, reviews are just one factor, and there are other ways to reassure your customers that they are safe when shopping with you.
Many businesses have shied away from online reviews because of the fear that bad reviews will ruin their business. But it’s just not true.
Everyone knows that no business is perfect and that sometimes things can go wrong.
So, across-the-board five star reviews should always be taken with a pinch of salt as it’s inevitable that someday, someone, somewhere will have been less than ecstatic about the company they bought from.
Product and service development is all about risk. We take on a range of market, design and technical risks in order to gain rewards – new products, better conversion rates, increased market share, improved margins, etc.
Sometimes, however, the risks win. Projects fail for a whole host of reasons: our aspirations run ahead of the technology; we fail to find a commercially feasible solution to design challenges; our competition beats us to the punch. The list is almost endless.
And too many items on that list are entirely manageable. Poor internal communication. Ill-defined scope. Failure to engage key stakeholders. Unrealistic estimates. The project management literature has been calling out such risks for decades.
We know how to solve these problems. We just don’t do it.
That’s the real failure on many of our projects: we fail to see and manage the basic stuff.
Consumer reviews are very valuable, both for the sites displaying them and the customers using them to help with their purchase decisions.
However, the credibility of reviews has come under attack over the past couple of years, with lots of examples there are plenty of examples of brands that have been caught out.
As it stands, online customers tend to trust reviews more than most sources, except recommendations from family and friends, but that could change.
Reevoo has just published a plea to Amazon, asking for the online retail giant to ditch all but its verified reviews.
So, should Amazon heed this plea?
Many fashion retailers are feeling a pressure on their margins due to delivery costs and price deflations.
This is a tricky area for fashion sites, as they have higher than average returns rates due to the fact that customers cannot try items on before buying.
This article looks at a few ways on how to combat this downward trend.
One of the most effective techniques you use on your ecommerce site to increase the confidence of buyers is 'social proof'.
Social proof is the phenomena where people tend to believe that the decision and actions of others reflect the correct behaviour in a given situation.
Here are 11 examples of social proof in action on ecommerce sites.
Some obvious, some more innovative. Please suggest any other great examples you've seen...
26% of consumers access customer reviews and consumer conversations on mobile devices for PCWorld and Currys. This trend is only going to accelerate.
Retailers and Brands must ensure they provide their customers with a seamless mobile experience that includes all their social elements.
They cannot afford to wait. Those who fail to will simply lose customers.