Marketing Strategy

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.

 

5 sure-shot ways to increase your conversions

For the digitally evolved marketer, the success of their marketing campaign goes beyond website traffic and social media buzz. As much as these numbers look great on the monthly/quarterly reports, it ultimately boils down to the number of conversions that the campaign resulted in.

Find out how you can increase your website conversion rate with these 5 sure-shot ways:

Pay attention to search campaigns

Search campaigns have evolved to be one of the most popular techniques to increase conversions. Because PPC campaigns are paired with a website landing page, there are higher chances that users would land on the same and sign up. Provided, they are allured with excellent copy and right keywords leading them to your page.

Crack that perfect headline

The headline of your website landing page or of your search engine campaign is the first thing that your visitor sees and gets hooked on to. Ensure that your headline contains the most desired and unique benefit that your business provides and how it can solve a problem for the user.

Invest in landing pages

Besides capturing visitor data, landing pages also help boost conversions. Depending on how convincing and appealing the design, navigation, and content of your landing page is, your users would stay longer and take action. A landing page that leads to conversions should ideally be concise, direct and immensely attractive. With most users using smart devices for browsing, it is essential for marketers to also focus on optimizing their landing pages for higher conversions.

Make offers your audience cannot refuse

Who doesn’t like an attractive deal? However, depending on your business type, you could consider making your offer exciting. If your product or service does not call for interesting offers, then consider packaging it differently to create intrigue and appeal. For instance, an explainer video or animated info-graphic works as great marketing content thus helping brands generate more conversions.

Consider live chat

Customers look for experiences today. A live-chat application on your website can help transform your website conversion rate by turning your brand into an experience. By being a virtual ‘in-store’ support to your visitors and providing real-time engagement, live-chat influences their decision-making process.

How to ‘Growth Hack’ your amazon sales?

For most ecommerce businesses, sales on Amazon can be the difference between the success and failure of the brand. Right from listing to pricing to business analytics to customer reviews, it all adds up, determining the fate of your brand. After all it accounts for around 40% of the United States of America’s gross merchandise volume (GMV). In 2017, Amazon.in generated net ecommerce sales of around $561.4 million.

What is Growth Hacking?

Growth hacking is basically a process of continuous experimentation to identify the optimum ways to grow your business. Typically, it involves a low-cost approach as compared to the traditional marketing alternatives.

How to Growth Hack your Amazon Sales?

Increasing sales on Amazon boils down to one simple factor – Traffic. Relevant traffic. A user searching for a product on Amazon (using the site’s search engine) is more likely to purchase a product that one coming from an external site.

Hence, the keywords that you use for your product play a very important role in ensuring that your product listing page ranks better. Here are some tips:

  • Title of the product – Undeniably the most important part of your listing. The title is the main source for keywords in the search engine. Ensure that the keywords you choose are relevant and keep experimenting with them to find which work best for you.
  • Images – An image can speak a thousand words – use it optimally. They should be relevant, eye-catching and sell your product.
  • Product Description – Pay attention to how and how many details you provide here. It shouldn’t be too small or too lengthy. Add bullet points. Make it easier for the buyers to read. Write with the buyers’ perspective – NOT YOURS.
  • Customer Reviews – Reviews play an important role in the success of product. They are social proof that the buyer gets value for money. Ensure that you urge buyers to leave a review on Amazon.

Another important aspect is PRICING. Get this right or you might end up losing revenue or not making any sales at all! Before you price your product look at two important parameters:

  1. What is the lowest selling price that you can afford which offers a reasonable profit?
  2. What is the highest selling price as compared to industry standards?

Now calculate the best price and observe the behavior of the buyers closely before rampantly changing the product pricing.

Last but not the least, analyze all the parameters mentioned above regularly. Keep tweaking them if you find they are not fulfilling the objective of driving sales.

 

Using Chatbots To Better Engage Your Customers

 

Chatbots have been used in IM (Instant Messaging) apps for quiet some time now but have recently made their way into B2B and B2C sales and services. In sales, chatbots can be used to assist customers to make purchase decisions by answering their queries and directing them to either make a purchase or a human service agent.

 

With Facebook having introduced Chatbots on their platform around 2016, businesses have been trying to build the best chatbots for their requirements. As of 2017, only 4% of businesses have launched chatbots but the number is set to increase to a staggering 80% by the year 2020.

Why consider chatbots?

  • Facebook Messenger has about 1.2 billion monthly active users.
  • People prefer messaging apps to communicate with each other over email. The average email open rates are roughly 20%, that is 8 out of the 10 people ignoring your marketing efforts. Click rates are even lower, at about 4%.
  • A report from Business Insider show the top 4 messaging apps surpassed the amount of monthly active users on social network
  • Chatbots are the ideal medium to educate your potential customers, build trust, and sell to them.

When comparing chatbots to various other means of communicating with potential customers, the following results were derived.

 

Chatbots are way more effective than the conventional methods having been followed over the years. Though phone seems to have a bigger impact on marketing efforts as compared to chatbots, it won’t be long until chatbots gain the upper hand.

As of 2018, Facebook Messenger is the best platform to build a chatbot as it is aggressive and ever-developing. No matter what business you run, you can get a bot custom-made for your business depending on what your objectives are.

 

Better Engaging your customers

 Step 1: EMBRACE THE CUSTOMER JOURNEY

Map the customer journey and jot down the questions that a potential customer would have about your brand / product / service. The ultimate aim of employing chatbots is to guide the customer through the sales funnel and finish it off in a sale.

Step 2: PROVIDE A HUMAN SERVICE AGENT WHEN REQUIRED

 It is no doubt that the AI programmed chatbot is a great way to engage your customers but it is a good idea use your chatbot to welcome customers, navigate them through your site as per their requirements, answer their queries but there might be times when human assistance is required, make sure to have a human service agent ready to provide seamless customer experience to the user.

Step 3: BACK IT UP WITH DATA

 Always have a database of the experiences your customers are having with the chatbots to improve performance in the future. Refine your chatbot based on live chats, search terms and interactions other users are having with the chatbot, emails and customer calls. No chatbot is perfect when built, it takes a lot of refining and experimenting to perfect it.

As consumers continue to move away from traditional forms of communication like emails and messages, chatbots and AI based communication methods are expected to rise. Implementation of chatbots have led to saving cost and providing customer service during hours where human service agents aren’t available.

 

 

 

Top 3 Electronics and Tech Influencers to Follow

 

Tech influencers have the power to shape the way we consume our electronics and gadgets. They have a massive following on social media channels and are approached by industry leaders to review, endorse and promote their products. This has been especially true in the last couple of years when Snapchat, YouTube and Instagram exploded with influencer-centric PR campaigns. Most of these campaigns have resulted in the brand getting more followers, higher sales conversions and an overall greater engagement on their page.

Here is a list of our top 3 tech and electronics social media influencers we’ve seen in the industry this past year.

  1. Marques Brownlee

MKBHD is an acronym familiar to anyone who follows Tech reviewers on YouTube. The wildly popular channel belongs to Marques Brownlee, a 23 year old with 5.6 million subscribers. What started as a platform to review various smartphones and their software updates, quickly grew into reviewing drones, cameras and a brand new series on high-tech cars. He was recently a finalist for the Creator of the Decade category at the Shorty Awards – which is a premium institution honoring the best social media influencers and creators.

  1. Linus Sebastian

Another influencer with over 5 million followers, there is very little that happens in the electronics field that Linus Sebastian is not aware of. At the recently concluded Consumers Electronics Show (CES) in Las Vegas, the Chinese telecom giant Huawei partnered with Sebastian to promote their presence. They were launching a new phone and with just the bare minimum of sponsored videos and posts on Sebastian’s Facebook and Instagram, Huawei’s customer engagement and reach increased significantly.

  1. Veni Kunche

A software engineer by day, Veni Kunche is one of the most enterprising tech influencers out there. Inspired by a documentary on the gender gap in the software industry, she launched a monthly newsletter called Code with Veni. Her social media influence has won her several recognitions, one of them being the Power Women of DC Tech award.

4 Popular Digital Media Strategies Ideal for Small Businesses

 

Small businesses today exist in a very competitive environment and it’s no longer enough to just have a website touting your awesome product or service. Customers are bombarded with information on hundreds of brilliant products every day and therefore your product has to stand out. This can be easily accomplished by utilizing the expertise of a digital marketing agency.

A digital marketing agency can help you develop your online brand and add value to your product using various methods. Listed below are four of the most popular ones:

1. Social Media Marketing
Identifying the right Social Media platform for reaching out to your target audience can help you immensely. Facebook ads are popular because of their wide reach and advanced targeting features. They are easy and don’t require considerable technical expertise. Plus they are inexpensive and can work for almost any business. However, Instagram ads work best for businesses that rely on creating a visual impact, like fashion and lifestyle products.

2. Google AdWords
Google receives 40,000 search queries every second and Google AdWords ensure that relevant search results are delivered to the users. It is expensive but if done right it can bridge this gap between you and your potential customer and deliver results almost right away.

3. Content Marketing
This is the process of generating meaningful content consistently in order to retain and engage your target audience. You need to ensure that all content elements that contribute to your online presence such as website content, website SEO optimization, blogs, etc. are handled correctly. Unlike Google AdWords, content marketing does not deliver immediate results but pays off in the long term by creating customer loyalty.

4. Email Marketing
Email marketing is an inexpensive way to reach out to the registered users on your site. They are easy to set up and operate and just as easy to track and optimize. Email marketing isn’t glamorous but it is one of the most powerful online marketing tools available.

This was just a brief overview of the most popular online marketing tools available. Nonetheless, a digital marketing agency would be able to tailor your content to suit your target audience, monitor feedback and set down strategies for growth. Therefore, we recommend you consider investing a portion of your sales and marketing budget in a good digital marketing agency that will take care of all the back-end work and leave you free to enjoy the benefits!

Pro Tips to Increase Website Traffic

There are many reasons why increasing website traffic is necessary. It allows you to gather information about your target audience so you can make decisions accordingly improves your search engine credibility and ultimately generates more leads which results in increased conversion and new customers. It also lets you know how well your marketing strategy is working.

Now with millions of similar websites operating around the world, how can YOU ensure an increase in engagement for your site? The good news is that you aren’t trying to engage with anyone and everyone who uses the internet – your focus should be only on your specific target audience.

We have a list of tips and tricks that can help you increase the number of site visits you get, organically.

  1. On Page SEO

Start by optimizing each page on your website with various SEO tactics. Producing great quality content with targeted keywords alongside adding short meta descriptions will increase your ranking in search engines and get you more visitors. The meta description appears below the URL and will help the user know what the page is about, therefore making them more likely to click on it.

  1. Using Social Media

When you have already worked on creating good content for your website, use social media to share and promote the content. Creating engaging posts will notify not just your subscribers/followers but their networks as well. Adding relevant hashtags will bring up your page when new users search for a particular product or service.

  1. Guest Blogging

Having a social media influencer contribute to your blog will give you a big boost in terms of new users visiting your site. You could also partner with influencers to mention and link to your business/website on their platforms. Micro-influencers have large followings online and are a very impactful way of reaching out to new users in your target audience. While choosing an influencer to work with, be sure it is someone whose brand aligns with your business and values.

  1. Increase Engagement with your Audience

Stay up to date and active on various online groups and platforms that are relevant to your business. Comment on posts, engage in discussions about your industry and answer questions. Platforms like Quora and Reddit have a huge user base and rank highly on search engines. Use them to your benefit and you will also be growing your brand in the process.

  1. Grow from your Analytics

Be sure to stay on top of your website analytics. Using tracked links for all your marketing campaigns will allow you to identify what works consistently for you. This will allow you to focus on the kind of content and strategies that work without wasting time on everything at once.

Growing your business and increasing website traffic is an ongoing process. You have the tips to get you started – keep following them till you see results. It is a gradual process but with a mix of all these strategies, you will be able to see your website traffic grow exponentially. Check out Tenovia’s other posts to learn more about digital marketing strategies and current industry trends.

 

4 Tips to Convert Post Engagement into Sales

4 Tips to Convert Post Engagement into Sales

Social Media as we know it today has morphed into a vibrant ecosystem which can be used by online marketers to build the audience and connect with them. It creates a level playing field as even small businesses can get their voice heard and compete against far bigger players. So it should not come as a surprise that most businesses leave no stone unturned to increase their likes, followers and remain significant in the social media sphere. The more talked about a business is the better it does… Right? Well, not really.

User engagement, although important, is in itself not a reliable sign to predict online sales. Most businesses lose out on this very crucial detail of converting engagement around a social media post into tangible sales. With these simple steps, you can master the gentle art of getting a customer who clicked the “like” button to then click the “confirm order” button.

  1. Engagement – The right kind

    Engagement refers to how your online audience is interacting with your business, be it liking your pictures, sharing your posts or buying your products online. Engaging well is, therefore, a nuanced art of understanding your typical customer and increasing your chances of them buying from you.

The posts they like, the social media platform they use and questions they ask before making purchase decisions can reveal a lot about your target audience. Understanding them well can help further identify potential customers (http://www.tenovia.com/blog/how-to-find-and-target-new-customer-segments-on-facebook/) and post eye-catching content. You’ve got to go deeper into analytics and understand the audience type that engages with each post. This will allow you to understand your engagement better and at the same time predict the results of the posts. Make every post count.

  1. No to Selling – Be a storyteller, not a salesman

Audiences do not appreciate being constantly being “sold to” while they are on social media. Any customer would get annoyed if his newsfeed was flooded with ads instead of entertaining content. It is, therefore, very important to give the impression that you are not advertising.

Rather than merely showcasing your products, try to include posts about real people benefitting from your product. Feature the utility of the product in fun and humorous ways. Posting light-hearted content (memes that relate to your business) is also a good move but often these posts don’t generate traffic for your site. A great strategy to adopt is the 80/20 rule where only 20% of your content is focused on your products while over 80% of it relates to general information that may interest your audiences.

A lot of high-end brands such as Hackett London (https://www.hackett.com/) employs this tool wherein their Instagram page with over a 100 thousand followers focus on its products but also on men’s fashion tips, sports cars and the game of polo, which their target audience is interested in seeing and reading about.

Like the Guru of Social Media, Gary Vaynerchuk, says: “Jab, Jab, Jab, Right Hook”. https://www.youtube.com/user/GaryVaynerchuk

  1. Fan Coupons – To love your fans back

Many businesses tend to underestimate the importance of their loyal fans and customers and strive to expand their customer base. While this is not a wrong strategy, the benefit of having the loyalty of your existing customers (http://www.tenovia.com/blog/how-to-keep-your-customers/) and positive word of mouth can be very effective in the long term vitality of a business.  Make your fans feel special by offering special discounts that aren’t open to the public. Facebook is a useful tool to announce coupon codes (http://www.tenovia.com/blog/7-different-types-of-coupons-used-in-the-ecommerce-industry/) for a select audience. Such campaigns would translate into more sales and more brand loyalty.

 

  1. Customer service – Umm who do I call for this?

In an age where more transactions happen online and a “verified seller” is no longer a trusted brick and mortar store, customers often rely on social media to for their queries and complaints. Hence, it is imperative that businesses use social media to also handle customer service responsibilities to assure the audiences of their competence. Businesses have to be responsive to questions or complaints both publicly and privately. A long delay in response and failure to address queries will hurt your brand image. The internet may forgive, but it never forgets. So make sure your brand is responsive.

Get a Facebook Chatbot. Make sure you assign a team member to look at messages on social. If you’re the brand owner, maybe you respond during after hours.

While it helps to have the likes coming, businesses must always keep their eye on the ball, which is to increase their sales. User engagement is essentially only a means to an end. By keeping these tips in mind, you can generate the buzz you want to while optimizing your sales as well.

Examples of the best Checkout

Examples of the best Checkout

Introduction

The checkout is that part of the user interface where the customer enters to complete his/her purchase of the product. It is the most important part of the sales funnel as this is the place where casual visitors are converted into loyal customers.

With customer expectations increasing by the day, UI/UX designers strive hard to make this process extremely user friendly and hassle free. Let us try to analyse some of the best check out designs to see how we can create a hassle free and unique experience to the customers.

Some examples of the best Checkout

Amazon

Amazon has one of the most robust, simple, yet user friendly check out designs. It allows users to complete the whole process in just three clicks!!

The best thing about Amazon’s shopping cart is that users can add items to their cart in three different ways. First, from the home page, second from their wishlist and third, from the deals of the day.

Here is how A empty shopping cart looks like:

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You may select a product of your choice and either add it to your cart and continue shopping or purchase it immediately by clicking on the Buy Now option.

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The shopping cart looks like this after adding your products to the cart:

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Along with the details of the product added to the cart, the page also displays additional information like EMI eligibility, Estimate your shipping and some cross selling information such as “Customers who bought this also bought” and “Some recommendations based on your search history”. All these details will encourage the customer to make an informed choice and at times even entice the customer to make an additional purchase as well.

Flipkart

Flipkart, the leader of Indian eCommerce , is yet another example for a seamless checkout experience. Flipkart allows customers to add items to their shopping cart either from the various categories listed on the website or directly from their wish list.

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The shopping cart is pretty straight forward, it just lets you to add your products and to continue to the payment gateway. The shipping address will be selected based on the previous order history, however in case of new customers the system prompts the user to enter his/her shipping information.

The entire process is simple and straight forward.

Urban Ladder

The furniture giant Urban Ladder offers a classic check out experience to the users. Customers can add a product to their cart and see the tentative date of delivery. In case they have any gift vouchers, the customers can enter those details too. The address will be picked up from the previous purchase history. In case of a new customer, the system allows the user to enter his/her shipping and billing information.

Here is how Urban Ladder’s shopping cart looks like:

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Nykaa

Nykaa.com is a beauty and skin care giant that specialises in selling domestic as well as premium cosmetic brands. Just like their products, their website too focuses on offering uniqueness and personalisation. They call their shopping cart a “Shopping Bag” and customers, may add their products to their shopping bags just as they do in a physical store.

Nykaa’s Shopping Bag looks like this:

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The best part of the UI is that the Shopping Bag is shown on the Right most part of the screen, so customers can take a quick look at the bag without switching between different pages. This is a huge boon if you are looking for multiple products or have a budget on mind while shopping.  Customers may enter coupon information (if any) and proceed to the payment gateway with ease.

Points to Ponder

Here are a few important aspects that you must consider while designing your checkout process:

  • Predictive tools to lookup saved billing information
  • Option to use the same address for shipping and billing, just to save some time
  • Allow customers to Checkout as guests
  • Display clear and concise error messages
  • Limit the number of steps to a maximum of 3 or 4

Do not force the users with strict form validations at the time of data entry.

Want to drive your conversion rates up? Focus on your merchandising strategy

Want to drive your conversion rates up? Focus on your merchandising strategy

Introduction
visual-merchandising

In today’s highly competitive world, having a great line of products is just not enough. These products must be presented in such a way that they pique the curiosity of the customers and entice them to make a purchase.

Visual merchandising is equally important to eCommerce stores as it is for physical retail stores. The placement of offers, banners, discounts and all other elements will have a lasting impact on consumer behaviour and influence them to make a purchase.

In this post, let us explore some simple yet effective ways that will help you to design an efficient visual merchandising strategy and in turn boost your conversions.

Visual Merchandizing Strategies that boost up your conversions

Studies indicate that nearly 95% of the visitors do not end up in making a purchase.  Online retailers have a huge opportunity here and it is just a matter of attracting the right customers and encouraging them to make the purchase.

Here are some useful merchandising strategies for your eCommerce store:

Add attractive tools to your store

Customers tend to show more interest in websites that are informative and interactive too !! Tools like live chat, 360 degree product views, feature comparison, point zoom, see in your room etc. allow the users to interact more with the website, visualise the products in a better way and in turn make an informed choice.

Here is an interesting example that shows an interesting tool for understanding the assembly of the product before making a purchase:

ecommerce-product-pages

Personalisation

Studies indicate the personalisation with visuals is the key for boosting online conversions. As a designer, you may entice your customers by showing them some more options basing on their previous purchase or search History. You may come up with interesting combos or suggestions so that the customer tends to add another item to their cart.

Here is an example for personalisation:

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Cross Selling and Upselling

Cross selling is a marketing technique where users are shown products that are similar to or related to the ones that they have shown interest on and Upselling is process where the users are shown products that are a little higher is price to the one that they have selected.  You may display these products at the time of checkout just to entice the customers before they finalise their order.

Here is how Amazon displays cross and upselling information at the time of checkout:

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Make the user interface platform adaptable

Every day, we do notice a lot of customers complaining about difficulties in online shopping and the most frequently heard complain is about the appearance of the website on different devices. Design your website in such a way that its appearance and performance is consistent on all devices such as desktops, mobile phones, laptops and tablets.

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Product Photography

Images of high quality can directly influence your online store’s conversions. Capitalise on the power of photography by displaying images that are clear and have no or white back grounds. Here are a few points to consider while choosing images for your products:

  • Images that are large in size and high in resolution leave a lasting impact on the customer
  • Alignment and consistency with the theme of the website are most important
  • Close ups provide more details to the customer
  • Showing accurate colours in the images reduces returns and refunds

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Devise a hassle free shipping policy

A lot of customers shy away from eCommerce due to the huge shipping charges and all the otherhassles associated with shipping. Display a clear shipping policy on your website and inform the customer in case of any additional charges. Offering free shipping for a minimum cart value is also a great idea, as we can increase the minimum purchase value.

should-your-ecommerce-website-offer-free-shipping

Let data drive your decisions

“In God we trust, for everything else we need data”. Often do not realise the power of the information sitting our databases. Use analytics and crunch the information to generate useful business insights it will not only improve your sales but will also help you to stay ahead of competition.

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Conclusion

Online shoppers expect clear and hassles free transactions. Continuously monitor and revise your visual merchandising strategies in order to provide a hassle free shopping experience to your customers. It is also advisable to closely follow your competitors and learn from their strategies.

We hope that these tips were helpful to you for designing a winning strategy. Do share your visual merchandising strategies with us and let us grow together.

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