Of the, due to budget restraints, limited marketing tools I have had at my disposal over the last few years as a small entrepreneur, e-mail campaigns without a doubt possessed the largest ROI. This personal experience is vindicated by a Direct Marketing Association study, which calculated a $43,62 ROI for every $1 of marketing spend! Number 2 on the ROI-Hot 100 is SEM, which yields a $21,85 ROI – 50% lower! At the same time, it has to be said that the trend indicates that e-mail ROI will decrease over the next couple of years. The time of the massively, indiscriminately sent out e-mails seems to be coming to an end.
What follows are a few tips what you can to do counteract the trend (and which a lot of companies already are doing): (more…)
Econsultancy has conducted a small study of the factors that influence a customer’s purchase decision on e-commerce sites. The obtained results correspond to other studies as well as my personal experience and can lead to significant improvements of your conversion rate.
1) Delivery Costs
Which kind of delivery is preferred and how much it should cost was different for each person. There was, however, unanimity that the delivery costs should be displayed and transparent from the start of the purchase process. There is nothing more unpleasant for a consumer – and I’m speaking from personal experience – than discovering delivery costs at the end of the checkout. Indeed it makes little sense to put in place a last obstacle (i.e. additional costs) just before successfully closing a transaction. Common sense alone dictates not to do so. The only reason I can think of that would warrant withholding these extra costs is the intention to increase one’s margin a bit, but if higher delivery costs are necessary for that, one should, perhaps, reflect on one’s business model.
Ein Plus konnten auch die Sites verbuchen, die ab einem bestimmten Betrag Lieferung frei Haus anbieten. Alle Teilnehmer merkten an, dass sie dies sicherlich motivieren würde mehr auszugeben.
Last summer Alec Brownstein was a Copywriter with Publicis in New York, who was looking for a new job. During his search of job openings he googled the names of the creative director’s he admires most. He was surprised to find no sponsored links on the results page.
Working with the assumption that everyone at one point or another googles oneself, he purchased an Adwords Sponsored Links campaign centered on the names of said creative directors with the following message: “Hey, [creative director's name]: Goooogling yourself is a lot of fun. Hiring me is fun, too. www.alecbrownstein.com.”
Within 6 months all but one had called him for an interview and to ended up offering him a job. Since the end of last year, Alec is now a Senior Copywriter at Young & Rubicam.
And the campaign cost him a whopping $6!
The first example is a Facebook campaign Ikea did in 2009 to accompany the inauguration of their new store in Malmö. The main goals were to generate interaction with their target clientele as well as a viral effect.
The campaign consisted of the Store Manager creating a profile and uploading 12 showroom pictures. The first Facebook user to tag an object on one of these pics would subsequently win it. The trick was that in order to be able to tag a user first had to “like” the page, which, as did the act of tagging itself, invariably appeared in the user’s newsfeed/wall, thus informing all of his/her friends of the campaign. The media echo not only on Facebook and the web, but also in media world-wide was tremendous. (more…)