More and more companies are trying to change up their merchandizing strategies in preparation for entering new global markets. Beyond translating marketing content correctly into various languages, e-tailers also need to reevaluate information like item specifications and sizing details to align with regional norms and local consumer protection laws. Social standards as well as neighborhood laws are also critical factors to think about with development into new markets. To help ensure that your website and product information is comprehensive, relevant and accessible to foreign audiences, follow these guidelines.
Make updates to product specifications and descriptions
When expanding your reach to global customers, it's critical to localize product information across webpages and promotional content. This includes revamping SKU info with market-appropriate specifications (e.g. converting imperial measurements to metric) and descriptions that properly translate into your target audiences language(s) and/or dialect(s).
Research cultural norms and make changes accordingly
Ecommerce sites that sell to different regions need to consider numerous cultural aspects, such as seasonal trends, societal norms, and holidays. For example, the color purple is associated with aristocracy, royalty, and riches in many parts of the world. However, in Brazil and Thailand, purple is associated with somber occasions and periods of mourning. Your product offerings and item descriptions may need to be customized according to these kinds of nuances.
Guarantee Quality Control and Legal Compliance
Policies concerning labeling, licensing, and merchandising all vary between countries. For example, many regions have different labeling formats and information requirements for ingredients, country of origin, and health warnings. Sellers (especially those with large item catalogs) may require sophisticated product information management systems to assist them with making and tracking changes for regulatory compliance quickly across numerous markets.
More and more ecommerce businesses are adopting omnichannel strategies to get their products in front of more customers around the web. Most e-tailers are already familiar with adding their products to channels like Amazon and eBay, but what about Google Shopping?
In a nutshell, Google Shopping is a pay-per-click advertising channel, but instead of text ads, users are shown robust product listings from your website within Google. These shopping-enhanced adverts mostly appear under Google's "Shopping" tab. But, if you've optimized your adverts properly, they can also appear in Google's main results for certain user queries. When a user clicks on your ad, they are directed to a product page on your website. Since many consumers begin their "buyers' journey" with a Google search, this can be an effective way of reaching new customers.
The factors Google considers when deciding what search queries should trigger your ads includes not only your bidding activity, but also the content of your product listings. Therefore, in order to get the best ROI from Google Shopping, you need to strategically optimize the content of your listings.
For example: per Google, listings that contain poor-quality images may be prevented from appearing in search results. Read Google’s guidelines for high-quality images and make sure your listings are meeting this criteria.
Additionally, Google wants to present users with complete information related to their queries. To help your listings perform better, take the time to fill out all of the requested fields (Title, Description, Product Category, Availability, etc. etc.) with complete and accurate information. Then, put a process in place to make sure your listings stay up-to-date with relevant info.
If you take care to cultivate your listings, analyze performance data, and bid strategically, Google Shopping can be an effective addition to your business’s omnichannel presence.
Upsells are an important ecommerce tactic because they can increase customer satisfaction with an order while increasing your revenue. But, you don't want your upsells to come off as pushy or be intrusive to the user's shopping experience. As the saying goes, "you catch more flies with honey." Consider these tips when crafting the messaging for upsell opportunities.
Well-timed discount incentives
Find creative ways to grab your customers at the end or near the end of their purchase journey with various discounts. Amazon.com's "Subscribe & Save" program is a popular example of this tactic - with many prominent calls-to-action to increase the size of the subscription order to get an additional 10% off the total. Similarly, you can also opt to only show shoppers discounted items as upsell suggestions, encouraging them to take advantage of deals while they can.
Refined CTA messaging
You may be surprised by the effectiveness of changing passive calls-to-action on upsell suggestions. Instead of a standard "Products you may like" title, try something more engaging like "Must Haves" or "Perfect Accessories." You can always use A/B testing to find the wording that's most effective.
Free shipping with order minimum
Conditional shipping discounts are a great idea if you don’t have the capabilities to show users upsell suggestions that are either relevant to what’s in their cart, or based on their shopping habits and purchase history. More often than not, users will add items to their cart just to qualify for these types of promotions.
Order fulfillment is a very “behind-the-scenes” aspect of ecommerce. But, even though it’s not a consumer-facing process, order fulfillment has a big impact on customer experience. A recent study from Dotcom Distribution found that the most important elements of order fulfillment affecting customer loyalty were delivery times and premium packaging.
According to 87% of the 558 online shoppers surveyed, delivery time is a key factor when deciding to place another order with an e-tailer. Additionally, 44% said faster delivery would increase their trust with a brand. When it came to premium packaging, consumers expressed many positive sentiments:
- 40% said they would be somewhat more likely or much more likely to purchase from an e-retailer that offers premium packaging
- 68% said that branded packaging makes the brand seem more upscale
- 61% said that branded/premium packaging gets them more excited about receiving/opening the package
- 44% said that premium packaging reinforces that the product was worth the cost
From a fulfillment perspective, improving these areas is key to growing your ecommerce business. To improve your delivery speed, you could look at 3PL providers that are closer to your customers, or you may need to improve your inventory management. For example, by maintaining real-time inventory monitoring, you can then process orders in real-time. The time saved from order processing results in customers getting their packages much faster. Additionally, the benefits of premium packaging are too numerous to ignore – consumers will be more likely to enjoy their experience, order again, and tell their friends. At Fulfillment Works, we have lots of resources to design and produce custom packaging for our clients. Contact us to learn how we can help.
While you could run a remarketing strategy "set it and forget it" style, there are simple changes you can make to show users more relevant and compelling ads. Use these tips to refine your retargeting strategies to be more effective.
Customize your ads as much as possible
One of biggest strengths of remarketing is that ads are shown to users who are already interested in your products. Showing them generic ads for your brand is wasted potential. Instead, advertise items that users are likely to be interested in based on what sections/product pages of your site they spent the most time viewing. This strategy can be especially effective at addressing cart abandonment.
Retarget on social media
Social media sites are the most highly trafficked spaces online, so your remarketing ads are more likely to get exposure there. Plus, sites like Twitter and Facebook have advertising options that are perfectly suited for the growing audience of mobile users.
Use incentives to drive action
Remarketing targets users who have already demonstrated an interest in your site. Sometimes, the right promotional offer is all that's needed to get them to complete a transaction. For repeat customers, try serving ads speaking to brand loyalty with special offers to reactivate their buying cycle.