Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 
Wendy Montes de Oca

Muscle Marketing

By Wendy Montes de Oca

About Wendy

Often referred to as the "marketing maven" by industry peers, Wendy Montes de Oca, MBA has nearly 20 years of experience in marketing, media, and publishing with expertise in multichannel, direct response, and Web marketing. Wendy has generated more than $150 million in total revenues for Fortune 500 companies, top publishers, consulting clients, and her own firm, Precision Marketing and Media, LLC. She is the creator of the groundbreaking SONAR Content Distribution Model and author of the best-selling book Content Is Cash: Leveraging Great Content and the Web for Increased Traffic, Sales, Leads and Buzz [Que Publishing, Paperback].
 

Marketing Sustainably

Chet Dalzell
What Does a Data Marketer Look Like?
Mar 27, 2015

The currency of nearly all marketing today is data. Ten years ago, we might have said much the same of...



The Power Punch

Carolyn Goodman
The Digital Mystique: All Smoke and Mirrors?
Mar 27, 2015

While it may be true that US adults spend 47 percent of their time interacting with digital (online, mobile or...



Here's What Counts

Chuck McLeester
Measuring Customer Engagement: It’s Not Easy and It Takes Time
Mar 26, 2015

Here's what's easy: Measuring the effect of individual engagements like Web page views, email opens, paid and organic search clicks,...



Creative Caffeine

Dani Cantor
Subject Lines in Sheeps' Clothing: A Go or a No?
Mar 22, 2015

I'm sure you've seen it, if not used it yourself: Marketing emails wearing a friendly disguise, boasting "RE:" or "FW:"...



The Data Athlete

Mike Ferranti
Channel Collaboration or Web Cannibalization?
Mar 24, 2015

Multichannel marketers experience the frequent concern that online is competing with, or "cannibalizing," sales in other channels. It seems like...



Search Made Simple

Phil Frost
Top 10 Local SEO Best Practices for Small Businesses
Mar 25, 2015

Have you ever wondered how you could get your business to show up on the first page of Google, along...



Ruthless B-to-B Marketing

Ruth P.  Stevens
6 More Thorny Data Problems That Vex B-to-B Marketers, and How to Solve Them
Mar 20, 2015

B-to-B data continues to challenge marketers, who need to identify and communicate with customers and prospects, but who run into...



Making Social Sell

Jeff Molander
3 Things You Must Know Before Hiring a LinkedIn Trainer
Mar 19, 2015

Good LinkedIn sales trainers help sellers produce measurable increases in sales—not better proficiency at using the tool. Are you considering...



Psychology-Based Marketing

Jeanette McMurtry
Building Your Brand Religion
Mar 17, 2015

Even with the most finicky of customers in an increasingly chaotic and complicated world, lifetime value and brand loyalty can...



Direct Mail for the Modern Marketer

Summer Gould
Direct Mail Marketing Drives Response
Mar 19, 2015

Marketers everywhere are faced every day with many marketing channel choices. It's hard to know which ones will work best....



Reinventing Direct

Gary Hennerberg
17 Principles of Persuasion, Direct Marketing Style
Mar 18, 2015

So you've created your campaign and attended to all the details of identifying your audience, created your offer, and toiled...



Brand Matters

Andrea Syverson
I Dare You: Create a Brand Challenge!
Mar 17, 2015

Challenging something we do quite naturally and easily is indeed the perfect challenge. We all get into ruts—some even good...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Don’t Do It Just Because You Can
Mar 12, 2015

Don't do it just because you can. No kidding. … Any geek with moderate coding skills or any overzealous marketer...



IMM-Possible ROI

Stephanie Miller
5 Data-Driven Strategies to Feed Your Customer Obsession
Mar 10, 2015

The digitization of our culture and marketplace has made it even more important for marketers to be customer advocates. Every...



The Integrated Email

Cyndie Shaffstall
Google Announces Significant Changes
Mar 9, 2015

As a marketer who uses email, you know as well as I do, your campaigns do not stand alone. Without...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Are You Squandering Your Search Budget?
Mar 3, 2015

Google has your site on a budget. This is not just the budget that you set for your paid search...



Mobile-First Marketing

Greg Hoy
5 Mobile Marketing Trends You Can't Ignore in 2015
Jan 14, 2015

I don't have to tell you that we are living in a mobile-first world that continues to drive brands to...



Marketing Nuggets

Michael Lowenstein
Marketing Success Is (Almost) All About the Data: Optimizing Customer Loyalty Behavior Initiatives
Oct 7, 2014

Much of what I've learned over the years about sales, marketing and customer service has to do with the critical...



Triple Venti Dolce Data...

Vince Pickett
Clue Me In, Please
Aug 21, 2013

So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
Dec 19, 2012

Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



SEO & Content Marketing Revue

Heather Lloyd-Martin
5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010

Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



Yblog

Yory Wurmser
Privacy in the Age of Big Data
Jul 10, 2013

Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



The Whole Magilla

Ken Magill
What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012

It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



Online Video Marketing Deep Dive

Eve Grey
Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...



Think Mobility

Greg Hickman
‘I Can't Because, I Need ... ’
Oct 7, 2013

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...



Denny Hatch's Blog

Denny Hatch
The Internet Can Make You a Chump—Forever!
Sep 25, 2010

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



Boost Your Website Sales: 8 Simple E-commerce Tips That Really Work

3
 
OK, so you've won half the battle. You're driving traffic to your site. Now what? How can you get your visitors to convert?

This is a challenge that most every website that sells a product faces. The following are some tried and true tactics that, over the years, I've seen make a difference. Some may seem simplistic, but they DO most definitely impact your online conversion rate.

Here are a few things you could do to boost online sales and gain loyal customers. These can be applied and refined for most any business, industry or niche:

1. Make Sure Your SSL Seal And Other Consumer-Trust Logos Are Prominent. SSL or secure socket layer is a sign that the site is encrypted … that the information consumers enter, such as personal and credit card information, is protected. Most e-commerce sites must file for an SSL certificate from vendors such as VeriSign, GoDaddy, eTrust, TRUSTe and others. It's a good practice to display the vendor's logo on your order page, as well as make sure in the browser window the "https" or image of a lock is present. This is a clear and comforting sign to consumers that they can order online with confidence. Other logos that are in plain view and are anchors on each page of your website can also instill confidence with potential buyers. Some may require membership or purchase, when applicable, and may include Better Business Bureau ("BBB"), PayPal Verified, Authorize.net Verified Merchant and virus protection software (i.e. "McAfee Secure"). Also, if you accept credit cards and have a money back guarantee, there's nothing more powerful than strong, eye-catching graphic image icons, such as "100% Money Back Guarantee" or "We Accept All Major Credit Cards" (than have images of Visa, Mastercard, Amex and Discover).

2. Encourage Online Sales vs. Other Response Mechanisms. Offer special "Internet Only Pricing" to customers. It could be a discount of 5 percent to 10 percent if they order online versus by phone, fax or mail. This reduces any potential overhead costs for staffing fees, such as telesales or order entry personnel. These Web-only specials can be highlighted on your homepage via a banner ad, as well as on your product pages near qualified items.

3. Offer Free Shipping. Many e-tailers already factor all or a portion of shipping into the retail price of an item as part of their COGS (cost of goods sold). If you are truly offering free shipping, already factored shipping into the product's cost, or are simply having a limited time free shipping special—if you're offering it, mention it—big and bold on your home page. Free shipping offers have a huge psychological affect on consumers when they're comparing competitor's products and websites. In addition to product quality and value, offering free shipping can make all the difference regarding the final purchase decision.

4. Use Buyer Feedback To Your Advantage. Have an area on your website or indicate next to select items "Customer Favorite" or "Hot Item." Also, have some glowing customer testimonials or reviews next to the product itself for potential prospects to see. Sites like Amazon, Babies"R"Us and others are pros at this strategy as well as using ratings and 'Likes' to convey a product's popularity. Consumers like to feel good about the item they are about to purchase. as well as see that it's popular with the masses. Seeing a great testimonial and knowing that others purchased the product provides validation and a feeling of comfort to a consumer. In addition to helping the conversion rate, this tactic also helps reduce buyer's remorse and product returns.

5. Advertise Products in Google Shopping (formerly Google Product Search, and before that, Froogle). http://www.google.com/shopping is a free product information platform from Google where you can post a single item or submit a data feed. Your products will appear in Google Product search and may also appear in Google.com search results, depending on keywords used. This is simple and easy way to increase your product's visibility and market share.

6. Make Sure Your Product Pages are Optimized for Search Engines. Sounds obvious, but many folks overlook their catalog and product pages. After doing some keyword research on actual search behavior for your product, refine your meta description, meta keywords and title tag of your product pages. This will help consumers find your product in the organic listing of search engine results.

7. Have a Special Coupon Code "Call Out" On Your Home Page. This is a best practice with online fashion retailers who typically have a banner ad or interstitial ad on their homepage stating something like, "Summer Blow Out Sale, Use Coupon Code 1234." But this concept can be applied to virtually any industry. This is another great way to offer a special discount for your online customers that makes them feel good about the purchase. You can also encourage viral activity by having "forward to friend" or "share" create viral marketing. Make sure to have some great intro copy mentioning how customers should "pass on the great savings to friends, family and colleagues."

8. Consider Payment Plans. For higher-ticket items, consider setting up extended payment plans that allow customers to pay for an item over a few payments. HSN.com and QVC.com have mastered this. If an item is, let's say, $200, you might want to offer a flex pay option of "6 easy payments of $33.33" that is conveniently auto-billed to their credit card. Just be diligent when calculating your payment prices, as well as creating your return/refund policy for these items. The general rule is that your actual production costs/hard costs should be covered in the first one to three payments.

It's all about being strategically creative and taking the consumer's point of view into account regarding e-comm strategies. Remember to keep testing methods that help improve sales and drive prospects to your storefront.

Make note of when you implement new tactics and then after a month of being live. Compare sales results year-over-year to see if your efforts had made an improvement. I'm confident that you will see a positive difference in your online conversion rates.

Companies Mentioned:

Sections:

3

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: