Commerce Essentials

3 Ways You can Increase Repeat Purchases With OroCRM


OroCRM is a powerful tool that ecommerce businesses can use to effectively and efficiently manage all things client-related, from workflows to marketing to client communication and account management.

Now, every online retailer not only wants to sell their products to as many shoppers as possible. Merchants want – and should be able – to sell their products to the same shoppers repeatedly. But how?

Here are 3 ways you can utilize OroCRM (which, by the way, comes from the makers of Magento, so you know it’s good), to increase repeat purchases on your site.


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Successful Remarketing Subject Lines That Convert


Eat me. Drink me. Open me.

There are a lot of good reasons to open a personal email. You got confirmation of your flight reservations to Bali. Your Grammie sent you a birthday card. Your therapist emailed you to let you know that your Monday appointment has been switched to Thursday because her cat died.

But if you’re a business trying to get people to open your marketing emails, you have to be clever and think strategically. You have to be even more clever if you want them to actually click through to your site and buy something.

In email marketing, we document success through two main measurements of what we call engagement – “open rate” and “click through rate (CTR)”. Open rate defines the number of people who open your email and (hopefully) read it. This number is important because it means that your email doesn’t get lost in someone’s inbox or – THE HORROR! – in their spam folder.

An email’s click through rate shows you how many people have clicked on one of the links in your email. If you’ve created a great email with a single call-to-action, a high click through rate means people are doing what you want them to do. But without a good open rate, a high CTR is useless. What’s a good open rate? On average, 20-25% open rate is a fairly good number. In eCommerce, though, 17% is more common. Of course, if your CTR is high but your open rate is low, it may mean you need to write better subject lines. After all, the subject line is how your email makes its first impression.

Say it Loud, Say it Clear

There are a bunch of ways to craft better email subject lines. Some people will tell you that you have to write very short subject lines. Some people will also tell you that Johnny Cash wasn’t the greatest country singer ever. People can be dumb.

I’ve heard it said that more than 3 or 4 words won’t produce a high open rate. But it isn’t so clear cut. Research has shown that somewhere between 9-14 words is an ideal length, or between 40-50 characters. However, there is no conclusive evidence that a longer, compelling subject line can hurt open rates. A/B testing is the best way to know for sure, and that number may only be accurate for desktop devices.

Email on the go

We all do it. On the bus. On the train. In line at the grocery. While we’re supposed to be paying attention during a meeting. Checking email on a mobile device is a regular part of life nowadays. Almost half of all emails are read on mobile. Knowing how your email is going to look on a mobile device is vital to understanding how to convince people to open it.

Since half of the emails opened on mobile are opened on Apple devices, be sure to look at how your email will display in the Mail app or other email clients on an iOS device. An iPhone displays about 35-38 characters when it is held in portrait mode, more in landscape mode. Is anyone holding an iPhone in landscape mode when checking email? Yeah. Didn’t think so. If you’re optimizing for mobile, keeping the subject line short is important. But mobile email clients (and some desktop clients) also display the part of your email which is called the pre-header. That’s the short description that appears under the subject line. Using effective and relevant text in the pre-header is also important to increase open rates.

Write Good

Good email is like all good content. It is straightforward, descriptive and compelling. Don’t use words that are confusing. Don’t say things like “There’s a sale happening”, when you can say, “Today only, get 20% off!” A sense of urgency, clear instructions, and a consistent, on-brand tone will keep your audience engaged and also manage their expectations. No one wants to be let down. Not even by emails. At the same time, you want to engage your audience and pique their interest.

Some examples

I get emails from Quora almost every day and I almost always open them. The reason is simple. The subject line always displays a question that they know I will be interested in. They know my history and they know my interests. Segmenting your audience and creating personalized subject lines is a sure way to create engagement.

I got another email this week whose subject line made me open it. It came from The Noun Project, a site for icons. The subject was “Noun Project is evolving with you”. The subject line was perfect. It was direct enough that I knew basically what was going on but intriguing enough that I wanted to open it. It was personal and it was compelling.

What have we learned?

People aren’t perfect and neither are email subject lines. Except Grammie. Grammie is perfect.

But email subjects are not and no amount of cleverness will deliver a 100% open rate. You have to be creative, direct, and clever. Most important of all, you have to test. A/B testing subject lines is really the only way to know for sure if your email will deliver a conversion or end up in the trash. Do it for your business. Do it for your customers.

Do it for Grammie.

 


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Can Social Media Really Lead to More Conversions?


It’s been disputed whether and how social media has a direct impact on purchases online, and while the direct effects can seem elusive, a store’s presence on social media can make or break a brand.

In this article on popular content marketing blog, Convince and Convert, Jay Baer breaks it all down and sheds some light on the real impact social media has on ecommerce.


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The Top 10 Payment Gateways for Ecommerce [GUIDE]


Our tech-expert friend, Albert Krav, shared with us a breakdown of the top 10 payment gateways for ecommerce. This guide to the biggest names in processors is a great reference for any online merchant, from the budding retailer exploring online sales options to the seasoned ecommerce pro.

When it comes to selecting the ideal payment gateway for your ecommerce store, it’s important to make the right choice. Finding the right fit for your volume, customer base, and international versus local needs is essential to a successful system. To help you make the right choice, here’s a quick overview of the current top 10 payment gateways worth considering.

  1. Paypal

A gateway that continues to enjoy popularity worldwide, Paypal’s success is owed largely to the extent of its recognition factor. Paypal offers different options for individuals and businesses, and exacts fees based on the nature of the transaction. As with several payment gateways, funds can take a few days to transfer.

  1. Allied Wallet

One of the best things about Allied Wallet is its focus on global trade and ecommerce. While many platforms are geared specifically toward a particular region, Allied Wallet has a comprehensive roster of accepted cards and currencies, making it an excellent choice for both local and international ecommerce (a must for businesses that are hoping to expand and reach a larger client base). This gateway earns extra credit for some of the best transaction security in the industry.

  1. Google Checkout

For Google users, this gateway is a strong addition to the digital company’s suite of services. However, be advised that the fact that Google Checkout is available only in the U.S. may be limiting to some businesses.

  1. Amazon Payments

As an added service to the extensive Amazon commerce network, Amazon Payments earns points for security and stability. For merchants selling through Amazon, this gateway is a no-brainer as a reliable and trusted source for payment processing. However, this gateway goes hand-in-hand with the Amazon system, and independent merchants are likely to be best served by a less interdependent ecommerce platform.

  1. Worldpay

A strong payment gateway with a good reputation in Europe, Worldpay is a particularly good choice for users located in Great Britain. Currently, this gateway services transactions in 36 countries worldwide, but be advised: this may be affected by economic shifts stemming from Brexit. As a note, sign up fees and monthly service fees apply for this service.

  1. Shopkeep

Shopkeep makes a good showing with round-the-clock customer support and no long-term contracts. This payment gateway is often best suited to local businesses, and its focus is primarily on point-of-sale transactions.

  1. We Pay

A popular online payment gateway, We Pay offers reliable transactions for a range of sales types, including events ticketing, donations, and more. Currently, the company charges 3.5% per transaction, which, depending on the type of business, is typically fielded either by the customer or by the merchant.

  1. Skrill Moneybookers

Similar to World Pay, Skrill Moneybookers enjoys a strong presence in Europe. Unlike World Pay, this service operates on the Euro and consequently has a larger reach. No monthly fees are a definite bonus, but be sure to confirm that your primary country of operation is on the list before signing up.

  1. 2 Checkout

This payment gateway is a popular choice for many ecommerce sites. While the absence of set-up fees is a definite plus, relatively high transaction rates (5.5% +) are a deterrent for many merchants, as is the company’s nominal monthly fee.

  1. Cayan

Enjoying a high BBB rating and good customer support, Cayan offers a variety of ecommerce solutions for merchants. This gateway offers experienced but limited service aspects, and may be a good choice for merchants with a focus on a U.S.-based clientele.

Finding the Perfect Payment Gateway

Ultimately, finding the right payment gateway to suit your business is a matter of preference, customer reach, expense, and a variety of other factors. The best approach is to make a thorough accounting of your needs (and wants) and to do your homework to secure the best services at the best price. Hopefully, the list above will give you a great start to discover the ideal choice for your ecommerce site.

ABOUT ALBERT: Albert Krav is a freelance technology and media writer with a diverse background in business and ecommerce solutions. When he’s not identifying the latest market trend or predicting the next global economic development, he enjoys sailing, well-written political thrillers, and a good scotch. He currently resides in Los Angeles, California.


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Back To School Tips For More Online Sales


It’s that time of year again…Back to School Season! Now is a great time to leverage the influence children have on their parents and use smart marketing strategies to sell more online.

In this study, presented on Eyeview Digital’s blog, you’ll learn tips and tricks that will help you take advantage of this busy shopping season, no matter what industry you’re in.


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How to Use Remarketing to Get Your Shoppers Back


Where Oh Where Have Your Customers Gone?

People change their minds all the time. Sometimes, you opt for the chicken over the fish. Sometimes, you have that second (or sixth?) Oreo because you had a really bad day, even though you went Paleo last week.

Customers change their minds, too. But when they change their minds about making a purchase on your site, you lose money. In fact, according to Business Insider, online retailers lost as much as $4 trillion to shopping cart abandonment in 2014.

$4 trillion. Seriously. Even Donald Trump wouldn’t stand for that kind of loss.

Fortunately, you have the power to change your customers’ minds in your favor, and one of the most effective ways to achieve this is through email remarketing.

What is Email Remarketing?

Quite simply, email remarketing is sending a highly targeted, customized message to a customer after they’ve changed their minds about making a purchase from your site. You see, oftentimes your customers are changing their minds due to very specific reasons.

The top five reasons for shopping cart abandonment are:

  • Outstanding question about the product
  • Shipping costs are too high
  • Not ready to purchase
  • Just wanted to compare prices (doing research)
  • Price was too high
  • Saved product for later

These are problems you can address directly through smartly executed emails sent immediately after a customer abandons his or her cart.

A question about the functionality or details of the product? Allow shoppers to reply to your email so that your customer service team can not only answer the question on the spot but also help convert the shopper into a paying customer.

Shipping costs too high? Offer free shipping for a limited time.

Price too high? How about a 10% discount coupon?

Not ready to purchase? Here’s a visual reminder about the products in your cart so you don’t forget to come back.

You have a short window to get in your customers’ heads and keep them engaged in the buying process. Email remarketing gives you one more chance to try and convince them to return and complete their purchases. You see, remarketing is about re-engaging your customers with your brand and your voice. They already want to buy, they took the time to research, select and add a product to their cart, but something made them bail mid-purchase. Our recovery emails provide you with the most effective channel to re-start the process.

Studies have shown that remarketing emails perform very well, boasting a 40.5% open rate and a 10.3% click-through rate. That impressive statistic results in approximately $8 value per email sent.

One more thing.

Customers who leave your site without buying might just need some lovin’ to convince them to convert. With our email tools, you can provide the kind of attention consumers value to make them feel special. We’re not just talking about spamming them with discounts or used-car-salesman fluff. We’re talking about generating customer service oriented, relevant information which helps the customer with the shopping experience. This is an opportunity to enhance your customer’s experience with you. When they love you, they’re more likely to buy from you.

How Do I Do It?

You didn’t think we’d enlighten you like that and then bail, did you?

No way.

AbandonAid offers a powerful, customizable set of tools to send targeted emails to customers who have abandoned their carts.

Our email application offers you:

  • Real-time delivery
  • User friendly email editor
  • Optimized email templates customizable for your brand
  • Numerous scheduling options
  • Frequency caps
  • Shopper segmentation based on behavior and cart value

Real-time delivery ensures that your customers see your emails while the thought of purchasing is still in their minds. Our easy-to-use email editor has been redesigned and streamlined for anyone to use, even Tim, the dim-witted intern your sister made you hire. We’ve optimized and customized all of our email templates so you know that your brand is consistent and displayed properly in all email clients. With numerous scheduling options and frequency caps, you know you’re targeting your customers at the right time and not spamming them. Finally, AbandonAid gives you the option of segmenting your shoppers based on their cart value so you only target the customers that are worth targeting.
Show Me!

Setting up our emails is easy. From your dashboard, navigate to Configure > Configure Emails.

Here you’ll see all the emails you’ve already set up.

“General Email Settings” gives you access to the common settings you will want to change for all your emails.

Here you can change the from and reply-to fields and update your company details.

“Customize Template” opens the email customization menu.

These basic options, including your logo, colors and button text, can also be changed in the email editor with HTML along with fonts and other customization options.

Clicking the “Compose New Email” button opens a new email with all the options you need to construct the perfect remarketing message.

You can change when to send the email in relation to when the customer has left your site without buying. Remember what we said about a short window? This guarantees you don’t miss that window. Setting the “Sum Above” and “Sum Below” amounts lets you target shoppers with specific cart values. Then, of course, there is a fully functional WYSIWYG editor and you can even upload your own HTML for a totally custom option.

The Advanced Settings give you control over the frequency of your email and allows you to add specific marketing tags so you can monitor your campaigns in Google Analytics.

Other advanced features include the options below:

As you can see, we’ve made it incredibly easy for you to incentivize and influence your customers to return and complete their purchases.

Log in to your AbandonAid account and get started right now.

 


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Expert – and Easy – Tips To Create Awesome Product Images


Image is everything. And the images of your products are what can make or break a sale. A shopper surfs the web for what they’re looking for, they land on your site, but ultimately an awesome product image can seal the deal.

ECWID, a stellar cart platform, shares these tips for creating beautiful product images, even if you haven’t got a photography department. Check out the full article here and a follow up article on how to nail the backgrounds in the your product images here (WITHOUT Photoshop!).


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Is Free Shipping Possible When Drop Shipping?


Shipping costs that are unclear or too high are among the top reasons for cart abandonment. And of course, who doesn’t love free shipping? Apparently, 83% of shoppers are willing to wait an extra two whole days to get their goods just to pay nothing for shipping.

I really liked this post by Shippo discussing if and how free shipping can be done if you’re using drop shipping as your method of delivery. Considering that cart abandonment remains just under 80%, having the option to offer free shipping to your shoppers when possible could be a game changer.

 


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