Dynamic Remarketing should be one of your most powerful and cost effective channels for engaging existing site traffic and encouraging them to come back and purchase from you. If you don't already have it, get it set up now.
We've leveraged social media advertising for years now and it's always seen one of the best ROIs for new and return traffic acquisition, however for a while there was a real gap when it came to remarketing.
Shopify and Magento are very different platforms when it comes to backend usability and by this I mean how the store owner manages products, orders, customers and not how the customer uses the site.
Shopify's backend is developed by Shopify and has very little to no flexibility (apart from through Apps). Magento's backend is developed by Magento, however can be completely customised by your development partner to meet your exact needs. With that flexibility comes complexity, which isn't necessarily a bad thing, but it does depend what you're looking for.
Any brand in the fashion space knows just how important a new collection launch or mid-season flash sale is to their business.
A new season launch is an opportunity to make a large portion of the entire collection's revenue in the first few days, so it's critical the site is responsive, quick and above all, does not go down. This is where Shopify has come in handy time and time again.
With over 29,000 CPU cores on their cloud infrastructure, Shopify boasts 99.99% uptime.
There was a time, not that long ago, where I would regularly declare there was no competition between Shopify and Magento. Boy have things changed, and boy was I wrong.
Shopify have experienced some phenomenal growth over the last few years. Going public certainly helped, as did the thousands and thousands of monthly paying and happy customers. With this growth, they have been able to move from strength to strength, quickly catching up to Magento in terms of global interest and usage.
Search Engine Optimisation, or SEO, is one of those phrases that causes me to have an involuntary shake when I hear it. It’s become something of a taboo term, and it’s about time we all moved on to a different acronym.
Many years ago, marketers would spend hours and hours updating page titles, descriptions and keywords of websites, then spend more time trying to get the website linked on every website they could possibly find.
This might have been a reputable source like DMoz, or something more relevant to the website’s vertical. Or, in many cases, something completely irrelevant that actually had no link to the website at all. The point? If there were more incoming links, the search engines would think that that page is important and put it at the top.
Now, more than ever, brands need to take a good hard look at their checkout process and make sure it’s as seamless as it can possibly be. Customers are increasingly getting exposed to great customer experiences in almost every area of their lives. Think about how Uber has changed how you get from A to B? You create an account, load up your credit card and other details once, then get in and out of cars without even taking your wallet out.
Customers are coming to expect similar experiences in all aspects of their day-to-day life, and e-commerce is a big one. Why should customers who shop at the same sites regularly be forced to enter their credit card details every single time? The checkout is arguably the most important part of any website, and an area that not nearly enough people are trying to improve regularly.
Much has been written about how retailers can increase their conversion rate to drive more revenue. That’s definitely a strategy to increase revenue, and it does work, but in an increasingly competitive marketplace, increasing conversion rate dramatically is no longer possible.
In 2010 I was working with plenty of brands that had conversion rates of over five per cent, with one brand in particular boasting a 17 per cent conversion rate. That set the scene for most brands – that the best way to increase revenue was to drive conversion. But what happens now when most brands with a reasonable traffic figure are sitting around 0.8 per cent to 2.00 per cent? Should you spend your energy trying to drive conversion a fraction of a per cent higher?
New Zealand, brace yourself. We’re about to go through a disruptive time in the retail market with international heavy hitters such as Zara, David Jones, H&M and Tiffany & Co all reported to be touching down in New Zealand imminently. This is great for the customer, but what does this mean for New Zealand designers and retailers?
Physical retail will see a big shape up. Consumers will have a greater choice when they are out shopping, with the ability to pop in and out of local versus international stores. New Zealand brands will need to work hard to ensure they don’t lose too much market share when these large international players enter the market.
Last week I discussed the key considerations any brand should think about before pushing into the international market. The one component I left off was how to grow into new international markets. It’s a big topic, and there’s no easy answer, but there are a few strategies that retailers can start with when marketing to an international audience.
Location is important. When you open a retail store, you’re associating your brand with that area. Those associations tie to the type of people that live or shop there. Are they right for your brand? High-end stores tend to be in high-end places, because they know their customer base is going to be there. There’s no point launching a high-end retail store in a ‘bad area’, because you’ll be painting a completely incorrect picture of your brand.