All posts by Whereoware Staff

4 Ways to Use Digital Marketing to Increase Customer Lifetime Value

Research shows it’s far more expensive to acquire a new customer than to retain an existing one. Just consider the marketing or sales resources, proposal or RFP responses, multichannel acquisition campaigns, and more, that go into landing a new client, compared to the endless opportunities and automated efforts that drive repeat sales from a loyal customer.

While converting prospects into new customers is a crucial aspect of every business strategy, customer retention focuses on driving loyalty among your strongest supporters. According to Crazy Egg, returning customers spend 31% more than new customers. Moreover, when you release new products, existing customers are 50% more likely to try them out.

Data from eConsultancy supports this trend, finding that revenue add-to-cart rate for a repeat customer is 23.5%, versus a new shopper’s 5.29%. What’s more, returning customers drive $10.67 revenue per session, versus a new shopper’s $1.73 – an increase of 517%.

How are you keeping loyal customers coming back for more? The key to customer loyalty lies in delivering a consistent and simple multichannel customer journey. Think about a vacation you’ve taken: the better the experience, the more likely you are to plan a return trip.

The best customer experiences are easy. They may not be flashy or sexy, but they stand out for not standing out. Your customer get answers to their questions quickly, find the perfect products, get a refund without a hassle, autofill credit card information, access invoices fast – the list goes on.

Does your website provide a frictionless, intuitive user experience (UX) that helps customers find the products and information they need – and fast? Is your marketing on-brand, consistent, contextual, and providing value? We’re sharing four must-have digital strategies to deliver an easy and enjoyable shopping experience, deepen relationships, increase order frequency, and continuously drive repeat sales.

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5 Product Detail Page Must-Haves to Maximize Revenue

Web design conversations frequently focus on the homepage. While the homepage may be the “virtual storefront” of your e-commerce business, most of the “action” on your site doesn’t happen on the homepage, but rather on your product detail pages. According to Salsify, 88% of shoppers say that product content is highly important to their purchase decision.

Product detail pages (PDPs) serve three purposes: inform, entice, and convert. They’re a key decision point for customers — to add-to-cart or abandon. When optimized for design and user experience (UX) best practices, product detail pages generate customer loyalty, establish trust, maintain brand identity, and of course, capture revenue.

Think of your product detail pages like an interview. The customer is the hiring manager and each product they research is a candidate. How are you ensuring your product pages seal the deal? Are they providing the right information, impression, and experience?

Here are five product detail page must-haves to improve customers’ shopping experience and maximize revenue.

1. Compelling Product Names and Descriptions

Each product detail page should prominently feature a unique and descriptive product name. The product name distinguishes the product from similar items and should be specific and meaningful to the audience, incorporating keywords.

For example, internally, you may refer to a couch as “The Ashley,” but this generic name means nothing to your audience. Instead, your product name could be “The Ashley 3-Piece Chaise Sectional, Gray.” This not only enables a customer to refer to the product by name, if they’re in your store or talking to sales or customer service, but it also offers information for customers searching for the right product.

Invest some time performing keyword research to develop a list of terms your audience is likely to search. Then, include those keywords in your product names, page titles, and product descriptions. Next, write a clear and concise statement that describes the product and its key features and benefits, as well as high-level details that answer common customer questions before they arise. This is where planning ahead and doing your research to understand your customer really comes in handy, so you’re able to anticipate their needs or problems that your products can solve.

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Free Webinar: Digital Strategy Mistakes You’re Making and How to Fix Them

Thursday, January 28 | 11:00am – 11:30am EST

Last year, marketing strategies were put to the test. We see it too often: businesses fail to set meaningful goals, deliver customer-centered experiences, and optimize for continuous success. With 2020 now behind us, it’s time to take your digital strategy off autopilot for 2021 and beyond.

Register now for our 30-minute webinar, where we’ll uncover common digital strategy pitfalls and how to recalibrate your efforts and use data-driven insights for a winning marketing plan. Join 20-year digital strategy veteran, Lynne DeRoché, VP of Strategic Solutions at Whereoware, and Whereoware’s Senior Digital Strategist and SEO expert, Anna Yunker, to learn step-by-step how to create and execute a smart multichannel strategy that bridges the gap between your business goals and customers’ evolving needs.

In our free webinar, you’ll learn how to:

  • Build a clearly defined, yet flexible digital strategy
  • Maximize your marketing tactics across channels
  • Optimize your digital strategy to consistently improve results

Can’t join us? Register anyway, and we’ll email you the recording and resources after the webinar.

Targeted Email Campaign Increases Order Frequency and Online Sales

Read the case study to see how Dennis East International uses email to increase order frequency and drives repeat sales, while deepening buyer relationships.

Solution:

Dennis East International teamed with digital agency Whereoware to deliver personalized, behavior-driven automated emails to nurture more personal and sustainable brand experiences with their existing buyers, long after an initial purchase. The Target Closeout Campaign emails customers when products they previously purchased go on sale and reminds them to restock, increasing loyalty and motivating regular online sales.

Using behavioral data, the email campaign is triggered once products the retailer ordered, added to their cart, or browsed in the past are marked down. Recipients receive hyper-relevant promotional messaging to propel them further down the purchasing path and encourage them to re-stock their favorite products at a reduced cost. In addition, smart product recommendations increase relevance through a personalized “recommended for you” section.

RESULTS:

The tailored Target Closeout email campaign:

  • Achieves a 65% open rate and a 43% click-through rate to the website
  • Drives 4% of DEI’s total email revenue, including one-off and continuous programs

Check out the full case study to see how DEI’s personalized remarketing campaign proactively re-engages buyers to cultivate more meaningful touchpoints, drive long-term loyalty, and grow revenue.

Whereoware Strengthens Digital Strategy and Campaign Services with Strategic Hire

Lynne DeRoché Joins as Vice President of Strategic Solutions

Whereoware, an award-winning full-service digital agency, is strengthening their digital strategy and campaign services offering with the new addition of Lynne DeRoché as Vice President of Strategic Solutions. DeRoché will lead and mentor Whereoware’s media, creative, delivery and digital strategy teams, responsible for rigorous strategic planning, data-driven digital roadmaps, continuous optimization, and measurable achievement of client acquisition, retention, and maximization goals.

Our clients rely on us to guide them through the ever-changing digital landscape. We’re thrilled to add an executive of Lynne’s caliber and experience to lead our team of strategists and marketers activating 360-degree digital roadmaps to drive continuous growth for our clients in 2021.” said Whereoware CEO Michael Mathias.

DeRoché brings over two decades experience in both traditional and online marketing. Most recently, DeRoché was Vice President, Digital & Social Marketing, for Marriott International, where she focused on introducing industry-leading capabilities and standardizing social and digital marketing practices across 30 hotel brands and the Marriott Bonvoy loyalty program. While at Marriott, DeRoché also led global marketing efforts for Marriott Rewards, and defined the company’s approach to online performance marketing as Vice President, Digital Acquisition Marketing.

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Personalized Emails Get 50% More People to Buy

Read the case study to see how Dennis East International’s personalized email program motivates first-time online orders and keeps customers coming back for more, ultimately driving a 50% conversion rate.

Solution:

Dennis East International teamed with full-service digital agency, Whereoware, to enhance their No Order/Reorder continuous email campaign to increase order frequency and deliver a personalized experience to every buyer through automated, behavior-driven product recommendations.

The email campaign targets prospective buyers that have never placed a website order and features products abandoned in their cart. Likewise, existing DEI buyers receive a personalized email displaying items from their purchase history to urge them to reorder and restock, while also recommending related products to create endless opportunities for upsells, cross-sells, and repeat sales.

RESULTS:

Check out the full case study to see how DEI’s targeted digital marketing campaign motivates new customers to buy and nurtures existing customers throughout the buying lifecycle, while enhancing product discovery and delivering a unique experience to every buyer.

Since implementing the successful No Order/Reorder program:

  • Approximately 50% of recipients convert
  • Click-through rates exceeded industry average by 5%

Cuisinart Wins Big at 2020 MarCom and dotCOMM Awards

Two Platinum Awards for Personalized Marketing Campaign and Gold Award for New Data-Driven Website, Built by Whereoware

Cuisinart, a division of the Conair Corporation, earned two honors at the 17th annual 2020 MarCom Awards for their new website and a personalized marketing campaign for their AirFryer product. Separately, the Air Fryer email campaign also won a 2020 dotCOMM Award. Both the website and marketing campaign were built and activated by full-service digital agency Whereoware.

MarCom is among the largest, most-respected international creative competitions worldwide. With over 5,000 entries received this year from the United States, Canada, and 28 other nations, the prestigious competition celebrates outstanding achievement in marketing and communications. Likewise, the global dotCOMM Awards reviewed more than 2,000 submissions, distinguishing excellence in web creativity and digital communication.

“We’re honored to be recognized by the MarCom and dotCOMM community for our customer-centered website and digital marketing campaign,” said Mary Rodgers. “The awards are a testament to the high-quality digital services delivered by our agency partner Whereoware to consistently drive our digital transformation.”

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Webinar Recap: Website Must-Haves to Drive Online and Offline Sales

Thank you to all who joined us for our webinar, A Better Customer Experience in 2021: Website Must-Haves to Drive Online and Offline Sales.

In 30 minutes, we shared website must-haves to increase online and offline revenue, as well as actionable tips for delivering the easy and enjoyable website experience your customers demand.

Watch the recording and get the webinar slides below to learn web essentials for a stronger website strategy that meets (and exceeds) customer expectations. Discover how to measure and improve your customers’ digital experience, and ideas to drive offline sales and support your retailer/dealer partners.

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2020 MarTech Conference: UX Impacts SEO in 2021 Session Resources

We had a blast connecting (virtually) at this year’s MarTech Conference!

In our session, UX Will Be A Critical SEO Factor in 2021… How Can You Prepare Now?, Whereoware’s Analytics and Search Manager, Anna Yunker, shared actionable tips to align with Google’s new Page Experience, Core Web Vitals, and existing search signals.

It’s never too early to start preparing your website for this important change and protect your critical search visibility. Get the presentation slides and download the checklist to learn what updates you can make today, tips for building the right foundation for a superior user experience (UX), and best practices to optimize your content strategy.

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Adding B2C To Your B2B Business: What’s Your Marketing Plan?

Adding a direct-to-consumer channel to your B2B company is not unlike opening a brand-new business. The B2C space is saturated with competition and heightened consumer expectations, and your B2B authority won’t automatically carry over.

What’s more, B2C means you’re competing directly with Amazon and other large retailers and dot coms, and that demands delivering on immediate shipping, price competition, simple returns, and an elevated product experience.

But don’t try to boil the ocean all at once – you won’t become a nationally-known brand overnight. Instead, think clearly on what distinguishes you from the competition, whether it’s your products, customer service, shipping speed, pricing, loyal fanbase, or overall customer experience. Exploit these key differentiators across your website, social, email, and advertising campaigns.

The first decision you need to make is how you’ll handle your e-commerce plan, as your approach to your website will impact all areas of your marketing efforts. (We’ve outlined key considerations to determine your best website strategy here.)

Next, with the right e-commerce foundation in place, you’ll need to build your B2C brand through sheer tenacity, differentiation, and a smart, multi-channel digital strategy.

Impression by impression, social share by social share, and interaction by interaction, you’ll start to build and grow your B2C identity. We’ve outlined some critical marketing considerations to get you started.

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