Episerver Becomes Optimizely in Strategic Rebrand

We are excited to share that our long-standing technology partner Episerver announced yesterday that they’re rebranding to OptimizelyTM, following the acquisition of Optimizely last year.

Focused on helping customers unlock their digital potential, the combination of Episerver and Optimizely offers robust capabilities for data, content, commerce, and optimization. Marketers, merchandisers, and developers are empowered with tools to understand each customers’ digital experience, an experimentation playground to optimize performance on-the-fly, and a powerful digital platform to launch omni channel experiences at a moment’s notice. See Episerver’s full press release on the combined company below.

As a full-service digital agency, Whereoware has built our business on marketing optimization and activation – extending experimentation and optimization across email, ads, and of course, Episerver websites.

Episerver has continuously evolved to make it easier for us to optimize multi-channel performance. It’s just one reason we so value their partnership, and one reason so many reputable brands like Yamaha and Cuisinart choose Whereoware to design and build their Episerver websites and drive continuous revenue through our full-service digital marketing and activation offerings.

Whereoware and Optimizely [Episerver]

As a Platinum Partner and member of Episerver’s Partner Advisory Board, Whereoware has always valued Episerver’s relentless commitment to helping marketers deliver better digital experiences, most recently, through the powerful combination of Optimizely and Episerver.

We’ll remain steadfast in our partnership to Episerver, now Optimizely, and are eager to work with them through this transition and help build the optimization-as-a-service offering. By bringing experimentation to the center of every customer journey, Episerver proves once again they know what marketers need to deliver the extraordinary digital experiences their customers expect.

Hot Off The Press

Episerver Reintroduces Itself as Optimizely with Strategic Rebrand Focused on Optimizing Every Digital Experience

NEW YORK, January 27, 2021 – EpiserverTM, today announced it has rebranded to OptimizelyTM, following its acquisition of the business last year. Rooted in a proud heritage as a customer-centric digital experience platform (DXP) and Experimentation leader, the new brand reflects the endless innovation potential of digital experiences. It takes a data-driven, digital-first approach to drive forward the company’s mission: to empower people to unlock digital potential – unleashing them to create and optimize excellent experiences that result in outsized outcomes.

“Digital experience is a journey without a finish line,” said Alex Atzberger, CEO of Optimizely. “Ultimately, our customers want to innovate and use data to confidentially create and optimize every customer experience based on actual outcomes. The Optimizely brand very much galvanizes this vision and uniquely positions us to define the future of DXP market.”

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

Thank you to all who joined us for our webinar, Digital Strategy Mistakes You’re Making and How to Fix Them.

In 30-minutes, we uncovered common digital strategy pitfalls and how to use data-driven insights to recalibrate your efforts for a winning marketing plan for 2021 and beyond.

Watch the recording and get the webinar slides to learn how to create and execute a smart, agile multichannel strategy that bridges the gap between your business goals and customers’ evolving needs. Discover how to maximize your marketing tactics across channels and optimize your strategy to consistently improve results.

Watch the Recording

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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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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%

The Numbers Are In: A Cyber Monday for the Record Books

Despite the significant economic hardships unique to 2020, holiday spending is up nearly 28% from 2019.  

While overall brick-and-mortar retail sales are predictably down due in part to stay-at-home directives, Cyber Monday 2020 set records for the largest online shopping day in U.S. history. Cyber Monday online spending increased 15.1% over last year, totaling $10.8 billion in sales. During Cyber Week (the five days from Thanksgiving to Cyber Monday) shoppers spent $34.36 billion, 21% more than they did last year.

Early shopping was the theme, driven in part by shipping, financial, and logistics concerns. Retailers encouraged holiday spending by offering deals and promotions as early as October. The National Retail Federation reports that 52% of holiday shoppers took advantage of early holiday sales this year.

The 2020 holiday season presented a unique set of opportunities and challenges. Ever resilient, people continued to buy gifts for their friends and family, looking for deals and incentives for both personal and professional purchases. Both B2C and B2B shoppers demonstrated a growing preference for e-commerce, putting the pressure on vendors and retailers to deliver a seamless online experience.

So what’s the key lesson learned from Cyber Week 2020? The influence of digital is only getting bigger.

B2B is beginning to look a lot like B2C in terms of buyer preferences. E-commerce adoption is only going to grow in 2021, so brands need to get on board or risk being left behind. Lastly, don’t underestimate the power of a smart digital strategy to maximize every customer opportunity, regardless of changing sales models, preferences, and trends.

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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 AirFryer 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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Local SEO and PPC Increase Conversions 147%

Read the case study to see how McCrea Heating and Air Conditioning Services increased conversions 147% by combining search engine optimization (SEO) and pay-per-click (PPC) advertising.

Solution:

McCrea partnered with Whereoware, a full-service agency driving smart growth for clients through digital marketing strategy and activation. Whereoware first undertook a comprehensive audit of McCrea’s audiences, website, webforms, conversions, content, search, and pay-per-click strategy to identify missed opportunities and areas for optimization.

Whereoware executed a strategic search engine optimization (SEO) and pay-per-click (PPC) advertising plan to drive high quality leads to McCrea’s website and service technicians.

RESULTS:

Read the full case study to see how Whereoware maximized Google’s local search capabilities and optimized their advertising and content strategy, ultimately seeing over a five-month period:

  • 147% increase in form conversion
  • 37% decrease in cost-per-action (CPA) compared to national average 
  • 25% increase in overall paid traffic (without an increase in spend YOY)
  • 10% increase in overall organic traffic YOY