A recent Wall Street Journal article .As Online Reviewers Grow, Businesses are Listening. discusses how online reviews, written by everyday customers is on the rise. With sites such as Yelp, UrbanSpoon, Yahoo Local and CitySearch, users have the ability to review and rate their favorite (and not-so-favorite) businesses. Many consumers use these sites to discover and research their choices online. In fact, the article states that 4 in 10 consumers perform online research to aid in offline purchase decisions.
So how can you harness the power of this user-driven content? Some businesses publish positive reviews on their websites, or print them for viewing in their stores. Sites such as Yelp and CitySearch offer the ability for business owners to publish special promotions for their users. Yelp alone had 29 million unique visitors in September, so the purchasing power behind these users is quite attractive.
How do you engage prospective customers with email marketing? The subject line. Before a customer even decides if they want to buy something, they have to open your email first. Before they open the email, they usually decide if your email is worth opening. So, the first place you have to capture their attention is the subject line.
Subject Lines with the following characters have been shown to have better results: Correct spelling and grammar Sense of urgency Personalization Offer Not spammy sounding Be interesting but not deceiving
These are just the basics, but by starting here, you.re on your way to a much better open rate and hopefully conversion rate.
Sometimes the best ideas come from your customers. After all, they are the ones looking to purchase from you, utilize them to help drive your business to the next level. As a company, your best interest is the customer because if you can sell or provide them what they want or are interested in, they are more likely to convert.
It seems that, in general, people like to have a say in the things they buy, own, or consume. Take the example of food . while McDonald.s McCafe is growing up its own customer base rather quickly, there still many die-hard Starbucks fans. Taking the facts of coffee quality and price aside, you.re left with options. I see that McCafe is trying to give the customer more options but at Starbucks you are pretty much free to customize your coffee any way you want.
In this economy, people are taking a lot longer to buy, doing research, and looking for the best deal. I came across an article from ClickZ on .Optimizing Your E-Commerce Site: Three Levers for Success. and feel that it provides a great sum up of how you can improve your website to hopefully grab that next sale or lead. Here.s a quick rundown:
Audience Understand your core demographically, geographically, and behaviorally.
Do you have consistent messaging across the site?
Are you targeting your core customers in the way most appealing to them?
Offer Utilize the 4Ps: Product, Pricing, Place, Promotion Product
Is your product presented in an appealing and information way?
Do you offer anything special with the product . guarantees, upsells, cross-sells?
Negative match is an option in paid search (talking about Google Adwords today) where you can choose keywords or related keywords that you do not want your ad to show up for. For some people, you may be thinking, .why would I not want to show up for something? I want to show up for everything!. A good amount of advertisers out there use broad match when setting up their keywords and I.m sure some even use exact match or phrase match, but probably few use negative match.
When you use broad match for a keyword, your ad will end up showing up for a lot of different searches that are similar or even related to your keyword. This is not always good because the searcher may be looking for something completely different than what you are offering. And if by chance these people don.t realize that you don.t offer what they want until they click your ad, you will be wasting and losing a lot of money that could be spent on more qualified traffic.
2 weeks ago I posted about the importance of surveying your customers. This allows for you to learn more about what is important to your customers, how customers feel about your products/services, and/or what customers thought about their shopping experience. You can use this information to improve your products/services and shopping experience. You can also use the information you find out about your customers to better target them . providing them what they are most interested in so that they are more likely to convert. Below are some sample customer survey questions you can use to learn more about your customers.
Rating Questions (Typically from Poor to Excellent or N/A) Overall Shopping Experience Selection of Products Ease of Finding What You are Looking for Information Presented to Help Make Shopping Decision Shipping Options Customer Service
A few months ago, we decided to have our first employee design contest. We have now chosen our 5 finalists and need help in determining a winner. The winner will be determined based on the number of orders the design gets.
Help us choose a winner! Order some pens with your favorite finalist design to cast your vote!
We thank you on behalf of our candidates!
Below are our designs submitted by our finalists, visit our Employee Design Contest page to buy pens with your favorite design.
Back in September 2008, we also launched our Contour Mania Contest asking you to help us create a new design for Our Contour Pen. We had a great response and saw many awesome and creative designs get submitted. In fact, the winning design we chose is even being sold on our website today!