Category Archives: Web tip

Reduce Cart Abandonment: How to Build A Better Shopping Cart

Improving website user experience (UX) is a continuous process, as technology, product interests, and consumer behavior is constantly evolving. To get it right, marketers analyze every aspect of their customers’ journey to pinpoint areas to reduce friction and improve the digital experience. In fact, The CMO Survey found that 54% of Marketers focused on improving the customer experience throughout COVID-19.

Today’s customers expect to find products or information on a website quickly and without error, and simple irritants will cause them to click away to an alternative. Taking painstaking care to improve and elevate customers’ experience at every touchpoint is critical – a single bad web experience makes visitors 88% less likely to return (Equation Research).

If you’re overwhelmed by the endless customer experience challenge, one e-commerce area for immediate gratification and improved conversions and revenue is the shopping cart and checkout process. It is a pivotal moment for your customer and business: they’re eager to buy; emotions and urgency are high. It’s also prone for abandonment – Statista found that 88% percent of online shopping orders were abandoned.

Reduce abandonment and recoup lost sales by improving your customers’ cart experience. We’re sharing four optimizations to reduce friction and capture revenue.

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

In our 30-minute webinar, A Better Customer Experience in 2021: Website Must-Haves to Drive Online and Offline Sales, we shared website tips to deliver the easy and enjoyable website experiences 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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Cuisinart Adds Direct-to-Consumer Sales on New E-commerce Website

Profiled in Digital Commerce360 and MarTech Today.

A division of the Conair Corporation, Cuisinart‘s new e-commerce website was featured in Digital Commerce360 and MarTech Today.

The website, built by Whereoware, offers multiple ways to shop, including easy access to retail partners and direct-to-consumer sales. Built to empower Cuisinart’s internal teams, the website gives Cuisinart’s marketers better control of their product data and search engine optimization, while reducing the manual effort of making updates through extensive data integrations.

Hear from Mary Rodgers, Director of Marketing at Cuisinart, on the decision to add direct-to-consumer sales in Digital Commerce 360.

“This is new territory; this is a new place we’re going to. Is there growth in front of us? Absolutely, there’s growth available. It just depends on what we decide to do and how much we decide to invest in it,” she says.

Cuisinart’s online, direct-to-consumer revenue for 2020 so far is up 103% compared with 2019, Rodgers adds. “The growth is a combination of both organic and horizontal growth attributable to digital marketing programs and expanding product offerings on the site over the past 12 months,” she says. For 2021, Cuisinart expects 14% year-over-year growth, not including added sales that might come from adding new products to the website.

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Should You Add B2C to Your B2B Business? E-commerce Strategy

COVID-19’s impact on business was immediate and continues to be unimaginable, closing retail stores and restaurants throughout the country, canceling events, affecting supply chains, and mandating company-wide work-from-home policies.

Wholesale vendors and retailers had to pivot their business plans seemingly overnight. Some scrambled to stand up e-commerce websites fast (the only channel largely unaffected – and growing – during the pandemic). In fact, McKinsey & Company reported how in just three months, e-commerce penetration in the U.S. market grew more quickly than it had in the last ten years combined.

Many refocused efforts on marketing. Giftbeat reported that 53% of independent gift stores have increased their marketing activity compared to this time last year.

Companies with existing e-commerce websites and online brand authority were better positioned to withstand the uncertainty, but the force of change and dissolution of traditional sales channels left many vendors questioning: should I expand into the consumer market and establish a consumer-focused go-to-market strategy?

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How A Better Website Reduces Customer Acquisition Costs

Originally published in CustomerThink.

Customer acquisition is critical, but it’s also more challenging, competitive, and costly than ever. In fact, Episerver’s recent report, B2B Digital Experiences Report 2020, found that heightened customer expectations and rising acquisition costs tie for B2B leaders’ biggest external threat.

How can you meet the elevated demands of today’s customers and provide a superior online buying experience, while standing out against the competition and reducing acquisition costs?

“By taking an existing investment – your website – and have it pull double duty. With a few tweaks your website can be one of your most important sales channels and a customer acquisition machine,” says Alyson Hunter.

In an article featured on CustomerThink, Whereoware’s Director of Marketing, Alyson Hunter, shares actionable tips for optimizing your website to capture and convert more customers and deliver a winning customer experience (CX).

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Key Considerations When Replatforming Your Website

Originally published in Retail IT Insights.

When it’s time to replatform, how do you find the right tools and service provider to fit your business goals?

In an article published on Retail IT Insights, Whereoware’s Chief Revenue Officer, Joe Harris, covers key considerations when choosing a new website platform—particularly for users moving off of Magento 1.

Choosing a new website platform is a major process that most businesses go through at some point, and should be considered two-fold: you’re choosing both a new platform and service provider to help you design, develop, and frequently, maintain your new website.

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Scaling Your Ecommerce Startup in the Age of Amazon

Ecommerce brands face stiff competition. How do you compete in the age of Amazon dominance?

In an article published in The Next Web, Whereoware CRO Joe Harris reveals how you can distinguish your business and deliver consistent, customer-centric experiences that impress.

“To survive and grow your business in this new environment, you don’t need to match Amazon’s prices and free shipping policy. Instead, focus on the customer and how seamless your online experience is, so they buy from you rather than elsewhere,” said Harris.

To rise above and stand out among your competitors, Harris shares actionable strategies for leveraging data to amplify the customer journey and customize the shopping experience to meet (and exceed) their needs.

According to Harris, the key to thriving in the tough market is to stay hyper-focused on offering real value, satisfying customer expectations with exceptional service, and converting visitors into loyal brand advocates.

To read the full article, visit The Next Web here.

Tactics for Enhancing Website Search and Navigation

As digital commerce continues to evolve, standards for user experience are on the rise. Why? Technology that creates personalized, seamless customer experiences (CX) across channels keeps raising the bar.

In fact, in a survey of more than 8,000 B2C and B2B buyers around the world, 73% said just one really good experience with a company raises their expectations of other companies. That’s great news for companies who are already providing extraordinary experiences, but for the many that aren’t, this poses a new set of challenges.

One thing customers expect when visiting a company’s website is to find what they need—and fast. Whether they’re looking for a specific product, information on your service offerings, or user reviews to help them make a buying decision, ease of access is essential.

But many websites fall short when it comes to helping customers find what they’re looking for. Some even (unwittingly) make the process more difficult. We’re sharing tips for improving your website navigation and search to enhance user experience (UX) and stand out against the competition.

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2020 Gartner Magic Quadrant Report

Choosing a digital experience platform (DXP) is a necessity for application leaders to create connected customer experiences. Gartner’s 2020 Magic Quadrant report gives a comprehensive look at digital market leaders and innovators to demonstrate where they stand in this fragmented and ever evolving marketplace.

Whereoware’s longtime partner Episerver is recognized for the first time as a Leader in the Gartner Magic Quadrant for Digital Experience Platforms. This makes Episerver one of the most trusted DXP solutions in the industry.

“Leaders have ample ability to support a variety of DXP use cases and consistently meet customers’ needs over substantial periods. Leaders have delivered significant product innovation in pursuit of DXP requirements, and have been successful in selling to new customers across industries,” according to Gartner.

Episerver’s customer-centric digital experiences have been recognized for the past three years as challengers, and we congratulate our partner in celebrating their first year being distinguished as a leader by Gartner.

Gartner’s Magic Quadrant Report includes

  • A comprehensive look at the current leaders in the industry
  • Strong points and caveats of each DXP vendor
  • Evaluation of each recognized vendor’s ability to execute and their vision

Download the full 2020 report here: Gartner Magic Quadrant for Digital Experience Platforms

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