Author: tenoviauser

Magento vs Shopify: What should you pick for your business?

As a brand owner or a marketer, the last thing you would want is to have a tough time choosing the right platform for your ecommerce website development and spend time and money by ending up with the wrong one! With popular and leading platforms like Magento and Shopify, brand owners are often in a dilemma to decide which is better. If Magento has been a popular choice, Shopify has grown to be one of the biggest competitors, making it a tough call for marketers.

So, to make it easier, we give you a comparative study of each of these equally useful and help you choose the right one for your business:

Why your site needs an eCommerce audit

Why your site needs an eCommerce audit?

If there’s one common goal for all e-commerce sites, its conversions. With the online marketplace dominated by retail giants, it becomes essential for e-commerce sites to stand out among the clutter and get their share of the pie. Hence an e-commerce audit, to help you understand where you stand among the crowd. It not only helps you boost your organic traffic and drive quality visitors but also spike up your conversion rate.

Reasons for considering an e-commerce audit:

Stay ahead on Search Engine Results Page (SERP)

Once you run a review of your content marketing strategy, you will know where you need to improve upon- whether it’s the content or the SEO strategy that needs revising. And if you are striving for that first page of search results, then your site needs to be well-optimized to start with.

Better On-page SEO

An audit of your e-commerce site will relook at the Meta Tags, keyword frequency, HTML headers etc. to see if your target keywords are at the right places on your site. This will increase your searchability to your users and search engines.

Check for mobile optimization

Needless to say, almost every user today uses their mobile phones for shopping. And that is why your e-commerce site needs to be user-friendly or optimized for a better experience of your customers. An audit can help you with ‘touchscreen readiness’, ‘mobile viewport’, UI/UX feasibility etc. so your audience gets the best experience on your website.

Enhanced site performance

This is probably one of the most important deal-breakers for e-commerce sites. Sites are evolving in their designs and integrating the best in class images, layouts, etc. But if these enhancements create a handicap for your users, by slowing it down, then you can lose as much up to 40% of your site visitors. User experience is essential for e-commerce success and site speed and its performance play make for an important element of it. When you run an audit, it can tell you which parts or pages lag in speed. It can also give you ways to elevate your site performance through techniques like compression, minification, image optimization and caching.

From content upgrade, keyword check, to restructuring product placement, and site analysis, an e-commerce audit is the key to a successful online retail business.

5 Reasons you should hire an expert to enhance your user

5 Reasons you should hire an expert to enhance your user’s shopping experience

The millennial shopper is always on the lookout for the best experience irrespective of what they shop for. That is why marketers and brand owners need to enhance the user experience and the customer journey while they browse through your site. And all this requires an expert, who can use his/her understanding and expertise to take your users’ shopping experience to a whole new level.

Here are our top 5 reasons to hire a user experience expert-

Help understand the human element

The best sales happen when you are in sync with your customer’s buying behavior. For that, you need to pay more attention to the user psychology. In other words, knowing what works for them, what they like, what improvements they are seeking, etc. This makes for a scientific study using consumer insights which can be best conducted by an expert qualified for the same.

Better customer relationship management (CRM)

User experience and CRM are not mutually exclusive. A customer complaint is usually seen from different perspectives, depending on where the fault was, which can lead to multiple inferences. An expert in such a case, can pinpoint the problems and help in problem-solving of consumer concerns. By assessing and analyzing their feedback, they can help in improvement of a product or the seller service, thus enhancing customer relations. CRM is one of the most important aspects that helps a business grow. And using expert knowledge to resolve their issues can ensure long-term relations with your users.

Contributing to Innovation

With a more scientific approach to consumer behavior, user experience experts can provide better insights into R&D and assess if a new concept or a strategy will work or not. And that too without exhaustive experimentation.

Keeping up with market changes

People change and so their habits. Surveys and focus groups stick to demographics and are not enough to assess the psychological reasoning behind such changes. Experts in user experience go beyond the theory and apply a deeper understanding of human nature which helps in better brand outreach.

Better marketability forecasting

Before a product is launched in the market, user experience experts can analyze if it will work with the brand users or not, thus providing the right marketability forecasting. By availing such expert knowledge prior to launches, brands can save the time and money on trials and errors

Make your eCommerce website secure – Change from HTTP to HTTPS

Google Chrome is the world’s most popular browser, boasting a 66% worldwide usage share of web browsers on desktop and a 50% share on mobile devices, making it the most used browser in the world, according to StatCounter, 2018.

Google keeps updating their algorithms and methodologies to best suit the user’s needs and this over the years has helped them stay on top of their game. After the big Google Speed Update, the next big step from the tech giant is the securing websites by marking non-HTTPS sites ‘insecure’. If you are looking to keep your eCommerce website secure and up in the long run, it is the right time to make the shift from HTTP to HTTPS.

What is the difference?

HTTP is the building block of the world wide web, the protocol over which data is sent between your browser and the website that you are connected to. After years of pushing for ‘secure by default’ websites, the tech giant – Google will now identify insecure sites in the Chrome browser beginning and mark them ‘insecure’ starting in July 2018.

Why HTTPS over HTTP?

  1. More Secure
  2. Helps with SEO Rankings
  3. AMP requires HTTPS
  4. Better referral data
  5. Credibility factor
  6. Customer information remains intact

The big shift

Google intends to mark all non-HTTPS sites ‘Non-secure’ starting July. This has been followed with a campaign by Google providing ‘Rank boosting’ incentives to sites that make the shift to HTTPS. Results of the campaign are.

  • Over 68% of Chrome traffic on both Android and Windows is now protected
  • Over 78% of Chrome traffic on both Chrome OS and Mac is now protected
  • 81 of the top 100 sites on the web use HTTPS by default

How to migrate from HTTP to HTTPS?

  1. Buy an SSL certificate (An SSL certificate contains both public and private encryption keys that are long strings of alphanumeric characters used to encrypt data in a way that’s very hard to crack thus making it ideal for protecting sensitive data.)
  2. Install the SSL certificate on your web hosting account
  3. Change all instances of HTTP to HTTPS to ensure there will be no broken links once you switch the HTTP to HTTPS switch.
  4. Set up 301 redirects from HTTP to HTTPS so that search engines are notified that your site’s addresses have changed and so that anyone who has bookmarked a page on your site is automatically redirected to the HTTPS address after you flip the switch.

There you have it, 4 easy steps to making your eCommerce website secure and web-friendly.

tricks-to-get-more-sales-via-Amazon-ads

5 tricks to get more sales via Amazon ads

As of today, it is nearly impossible for a retailer to imagine sales without being present on Amazon. With more than 50% of all retail product searches starting with this global marketplace, brands need to have an effective advertising strategy and make the most of their ads on Amazon. So how do you ensure more sales using your Amazon advertising?

Here are 5 ways to effectively generate more conversions, beyond ‘Sponsored Products’:

Optimize targeting options

When it comes setting targeting options while creating your campaign, the key is to use one for the benefit of the other. Use manual targeting to keep control over your campaigns but run a test with automatic targeting. You can create a keyword campaign using the manual version, like you would do for any search engine and then combine it with an automatic targeting campaign. By setting lower bids, you can use the latter as ‘keyword research’. Then if and when the search terms starts performing well, you can use that keyword in your manual campaigns.

Leverage Amazon Keyword Tool

Just like a search engine campaign, it is important to identify the right set of keywords for your Amazon advertising. Invest in extensive keyword research to get a better idea of how and what buyers are searching across the platform. Optimize your keyword bids based on their performance. This can make your campaign more efficient and opens up great chances of winning against your competitors.

Use the power of Feedback Five

Your customers are your best salespeople and their opinions have more impact on your sales. Leveraging the customer reviews using the Feedback Five tool, can put you on a 5-star rating and help boost sales. If you have abundant positive reviews, use it to showcase yourself. On the other hand, if you have customers with negative experiences, use for product enhancements or improve your marketing strategy.

Consider running discounts

Everybody loves a discount. And, from a marketing perspective promotions have always been a great way to increase traffic, visibility and yield reviews. Spread your discount strategy across ‘lightning deals’, price discounts, best deal, BOGO (buy one get one), hourly deals or even shipping discounts. Use these to leverage sales and highlight your products amidst the marketplace clutter.

Google’s Recent Algorithm update could be killing your SEO efforts.

Google is known to update its search algorithms multiple times in a year. According to a recent tweet by Google, ‘Each day, Google usually releases one or more changes designed to improve our results. Some are focused around specific improvements. Some are broad changes. Last week, we released a broad core algorithm update. We do these routinely several times per year. As with any update, some sites may note drops or gains. There’s nothing wrong with pages that may now perform less well. Instead, it’s that changes to our systems are benefiting pages that were previously under-rewarded.

So, what does this mean for the digital marketers? What happens to your SEO efforts?

Well, some updates can work against you and some might work in your favour. However, primarily, you need to stop looking for a fix. If you talk to any digital expert, he/she will ask you to focus on two fundamental aspects of digital marketing:

  • Quality content
  • Keywords

Despite the large number of updates that Google makes to its search algorithm, the main concept of the search engine is to identify and promote original, genuine and high quality content. Keywords play a major role in ensuring that your content is ranked for the right terms and phrases. Having said this, keeping an eye on the updates is necessary to ensure that your efforts are in the right direction. While broad changes don’t affect websites a lot, focused changes done by Google could require to fine-tune your SEO strategy to ensure that you are not being left behind.

Fresh quality content should be at the top of your list if you are seeking to improve the SEO ranking of your website or blog. Remember, Google ranks pages, not websites. Keep all your webpages updated and remove all outdated and irrelevant content. Google can be your best ally provided you don’t try to outsmart the algorithm.

Let the search engine believe that your website creates quality content and has keywords that are highly relevant to the content. With Google’s focus of providing the best experience to searchers, you will almost always find yourself in a ‘sweet SEO spot’. Good Luck!

5 Actionable ways to make the most of Marketplaces

Online marketplaces have grown to become one of the major trends in retail business. However, with more aware and knowledgeable customers, marketers need to be more strategic in their approach to reap the benefits of marketplaces.

Here are 5 simple, yet actionable ways to optimize your existence and make the most of marketplaces.

Consider product upsell

By bundling similar or related items, or offering add-ons at the point of purchase, can grab the attention of the buyer. For an effective product upsell, it is essential for retailers to have a diverse and exhaustive product offering, for the customers to choose, thus increasing sales opportunities.

Integrate Instagram

In the current digital landscape, Instagram, with its extensive user base, has grown to be an effective promotional platform for retailers. By using high-quality images of your offerings and related photos, you can target your audience right where they are. Also, by associating with such Instagram influencers, retailers can leverage their social followers and expand the customer base. This also develops a better connection between the customers and the brand.

Reduce ‘abandon carts’

This is one of the most prevalent problems for online retailers. Despite the most user-friendly and interactive site, attractive product listings, and competitive pricing, retailers often face unfinished transactions. That is why is important to revamp the point of purchase and increase conversions. For instance, integrating a live chat at the checkout stage can create interactivity and convince the buyer to complete the transaction. Similarly, offering a time-based discount at the POP can also help reduce abandoned carts.

Invest in an Email campaign

Emails might be a traditional marketing tool, but it is still relevant for the millennial shopper. One of the most budget-friendly marketing techniques, emails can be an effective email marketing campaign can result in conversions. Depending on your product and expected outcome, emails can range from drip mailers, image-based, or text mailers.

Use the ‘Wishlist’ Reminder

Most often than not, customers would indulge in window-shopping and not end up purchasing, but their product preferences are saved in the ‘wishlist’ for later use. This buying behavior makes for an excellent opportunity for retailers to reach out to their customers using a wishlist reminder through a text message, email or remarketing campaigns, by displaying products from the wishlist.

 

 

 

 

What we learned from Adobe’s acquisition of Magento

The current buzz in the digital marketing space these days is about the much-awaited acquisition of Magento by Adobe at a whopping $1.68 billion. What does that mean for enterprises, brand owners for marketers? To start with, here are few observations that we can derive out of this powerful alliance of a digital experience giant and a market-leading platform in the e-commerce space.

Innovation in the most important ingredient for sustainability

In the last few years, Magento has positioned itself beyond a simple e-commerce solution. By partnering with all kinds of technology powerhouses, it expanded its product base and built a robust ecosystem of content management, business intelligence, and social solutions. With a notable name like Adobe, we can expect progressive innovation and improved strategy in adapting to the changing consumer trends and volatile market behavior which could outdo its competitor platforms.

Creative Integration is the next big step in e-commerce

When it comes to e-commerce, we are somehow used to focusing on sales, marketing and the rising numbers on the monthly report. And, that is why we most platforms offering direct e-commerce and performance marketing solutions. But, with Adobe stepping into the picture, the entire landscape of e-commerce could take a creative leap. With one of the most comprehensive ecosystems for the creative aspect of businesses, marketers can look at a visually exciting store with a host of direct e-commerce tools- all under the same umbrella.

Best of both worlds

On one hand, there is Magento’s expertise in the mid-market segment. On the other, there is Adobe Digital Marketing with innovative and experience-driven products. The Adobe-Magento integration is most likely to bring together two separate technologies and systems into one seamless strategy that would change the way consumers interact with the digital.

A market ripple-effect

Any major acquisition stirs up the market, and the Adobe-Magento deal is no different. Graduating from SMB user base of Magento, the new partnership is all set to target larger enterprise clients, which is sure to have a ripple effect on the enterprise software market. And, competitors are most likely to use this as an opportunity for reanalyzing their numbers and step out with a whole new strategy.

Overall, we can look at a highly altered B2B and B2C experience with this new acquisition of Magento by Adobe.

10 KPIs to Measure eCommerce success + Free Resources

Key Performance Indicators are a measurable value to denote how a business is meeting key business objectives. Businesses segregate their KPIs into High-level KPIs and Low-level KPIs based on the impact they have on their business goals. High-level KPIs focus on the overall performance of the organization whereas low-level KPIs focus on performance of their departments.

Why set KPIs

  • KPIs help drive business to greater heights
  • They ensure that everyone in the organization is working efficiently to fulfil business goals
  • KPIs help meet strategic and operational goals effectively

KPIs for eCommerce

There are a number of KPIs you can set, but we have curated a list of 10 KPIs that are absolutely essential to monitor to tweak your eCommerce performance

 1. Return on Investment (ROI): One of the most thrown-around Jargon in any industry, Return on Investment (ROI) is one of the most important metrics to monitor when it comes to eCommerce. Return on investment may be measured per each important channel or per total marketing spends.

  How to Calculate: Revenue/ Costs

  Tools: Google Analytics & Measurable

 2. Year over Year Growth (YOY): Scaling your business consistently over time is a mandate if you want to succeed instead of merely surviving the wave of eCommerce. Year over Year growth can be measured as a variation of revenue, conversion rate, average order, customer lifetime value.

  How to Calculate: (Metric) Last Year / (Metric)Current Year

  Tools: Google Analytics & Measurable

 3. Customer Lifetime Value (CLV): Customer lifetime value is a prediction of the net profit attributed to the entire future relationship with a customer. CLV is one of the most important metrics for measuring gross profit and success over time. Generating new customers has been proven to be the most expensive endeavor for almost all eCommerce businesses and so CLV becomes an important metric to watch out for.

 How to Calculate: Profit/Customer/Year x Average number of years

 Tools: Google Analytics & Measurable

 4. Average Order Value (AOL): Average order value (AOV) is yet another important metric for your ecommerce store. Average order value (AOV) tracks the average amount spent each time a customer places an order on your website or mobile app.

 How to Calculate: Average Revenue / Customer

 Tools: Google Analytics

 5. Conversion Rate (CR): Conversion Rate is a metric to measure the efficacy of your marketing and eComm efforts. A high conversion rate reflects the success of a business. Though the benchmark over industries vary, conversion rate remains an important metric in every industry including eCommerce.

 How to Calculate: Conversions / Visits

 Tools: Google Analytics

6. Customer Acquisition Cost (CAC): Customer Acquisition Cost is the cost associated with convincing a customer to buy your product/service. This cost is incurred by the organization to convince a potential customer via marketing efforts. This cost is inclusive of the product cost as well as the cost involved in research, marketing, and accessibility costs

 How to Calculate: Traffic Cost + Discounts + Incentives + Prizes

 Tools: Google Analytics & Measurable

7. Cart Abandonment Rate (CAR): Abandonment is an ecommerce term used to describe a visitor on a web page who leaves that page before completing the desired action. Examples of abandonment include shopping cart abandonment, referring to visitors who add items to their online shopping cart, but exit without completing the purchase.”

 How to Calculate: Conversions / Cart Visits

 Tools: Google Analytics

 8. Purchase Intention (PI): Purchase Intention can be broadly defined as the number of visitors on your webpage willing to make a purchase

 How to Calculate: % of visitors that want to buy

 Tools: Marketizator

9. Search Penetration Index: SPI can be defined as the number of visits you are getting on your site from all search volume like PPC and SEO efforts.

 How to Calculate: Number of visits / number of searches

 Tools: Google Analytics & Measurable

10. Customer Satisfaction Index: CSI can be determined with post-purchase surverys. Customer satisfaction plays an important role within your business. Not only is it the leading indicator to measure customer loyalty, identify unhappy customers, reduce churn and increase revenue; it is also a key point of differentiation that helps you to attract new customers in competitive business environments.

How to Calculate: Monthly Surveys

Tools: email and Marketizator surveys

Understanding consumer behavior to improve sales

As markets evolve, so do consumers. With changing business trends, buyer behaviors also change which ultimately affect sales and revenue. Unlike earlier, the sole determining factor for buyers to make a purchase decision does not limit to the price-point but extends to more intangible ones.

The key factors behind shifting consumer behaviors:

Evolving online trends:

With evolving online trends, consumers look at ‘buying activity’ differently. Widespread social conversations, reviews, and an array of digital channels lead to more ‘informed buying decisions’. Also, being better connected to their favorite brands increases brand loyalty.

Cultural elements:

Even though their purchase technique and choice of products are different for the digitally savvy consumer, their decision is largely influenced by their society, social class, and its respective cultural elements. The cultural and social influences go hand-in-hand to define a consumer’s behavior. A classic instance of such behavior is how family habits and practices influence people. For example, if a family has had a ritual of buying precious jewelry on major festival days, the children tend to continue the practice, as a subconscious habit.

Personal preferences:

The personal preferences of millennial buyers largely impact their buying decisions. General demographics like age, occupation, and personality will determine what they are more inclined to buy and how. Also, since the modern lifestyle keeps radically changing, the consumer behavior also becomes more volatile. For instance, a sudden rise or drop in an individual’s annual income can change their preference in clothes, accessories, mode of travel, and even accommodation.

Psychological factors:

Lastly, psychology plays a significant role in defining a consumer’s behavior. As a marketer, to be able to successfully position your brand as a solution to your buyer’s need/s, you need to extract from their behavioral study which explains what they buy and how. Sentiments like needs, beliefs, attention, perception, and attitude can become motivational factors that drive the ultimate purchase decision of an individual.

The millennial consumer has more know-how and better connect with brands, and hence, is more perceptive and adept at assessing the brand value. This requires brand owners to have an in-depth understanding of consumer behavior and take a more customer-centric approach to drive sales.

 

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