Increasing PPC campaigns ROI using optimized landing pages
A few days ago a merchant contacted us as he wanted to increase conversion rates by adding personalization to his e-commerce site. We took a quick look at his site and noticed that he’s spending almost $1000 on Google Ads per day and his value proposition was mainly low prices. He was advertising a sale on almost all of his ppc campaigns.
When we clicked on one of the ads, and arrived to a landing page there was nothing on the page about the big sale which had been promoted in the ppc campaign. In addition the “Retail Price” was not listed on the page so customers who landed on the page and were expecting to see a big sale were disappointed and left the site.
If you are spending so much money on ppc, you can easily increase your ROI by personalizing and optimizing landing pages to reflect the message which brought the customer to your e-commerce site in the first place. In this case adding a “big sale” banner for the ppc segment and showing the list price would definitely move shoppers in the right direction.
We also recommend that you do not stop in personalizing landing pages but also show targeted messaging through out the session or even on return visits for customers who arrived with a specific intent (in this case to benefit from a sale).
Personalized store locator
There are so many opportunities to enhance the shopping experience by personalizing it. A few days ago I came across rockport.com and found their use of my Geolocation information to be very compelling.
Rockport shows you the nearest stores to you at the bottom of the page
This experience is much better than the standard one and definitely sets rockport apart. I wish they would have take it even further and show me product availability in stores near me automatically when I’m browsing products on the site.
Product recommendations on out of stock pages
2. Another action you can take is to allow shoppers to get notifications when the product is back in stock. By doing this you engage customers and build up your permission based marketing database at the same time
3. Consider offering a coupon for first time visitors who landed on an out of stock page but purchased a similar product during the same session
Segmentation and targeting service released!
We have recently added a new member to our eCommerce Personalization suite: meet our post click segmentation and targeting tool.
The tool allows marketers to define highly targeted customer segments and present visitors with relevant personalized messages and product offers throughout their shopping experience. If shoppers arrive from your Google Campaign why not welcome them with the same message/offer you had on your Ad copy?
No coding , no IT , 5 minute implementation
Like our other services, the new segmentation tool is built on top of our Zero Integration technology and is utilizing a Software-as-a-Service (SaaS) delivery model, and thus can be implemented in a few minutes. No coding, no back end integration we do it all.
Add content anywhere
You can add personalized content on virtually any page of your your website and tie it directly to search terms, referring urls, or referring marketing campaigns that brought the customer to your website. You can decide on which pages the content will be visible and do it yourself in a few minutes without IT involvement.
We understand your catalog really well
Our technology automatically extracts deep catalog information from the site HTML pages so you can go beyond banners and target visitors with individualized product offers.
Social media integration
We introduced some innovative features which allow marketers to develop intimate relationships with customers and target them based on profile information from Facebook. These features are enabled if we you using one of our social shopping application.
We kept it simple
One of our design principles was to keep it simple. We’ve developed a clean, simple yet powerful tool that can be used without training by any marketer.
Feel free to drop me a line at ido at barilliance.com if you want to test drive the tool
Product Recommendations titles
- Trustworthiness as recommendations are not provided by the merchant. They are based on the “wisdom of the crowd”
- Transparency, shoppers are informed why products are being recommended to them
Facebook connect vs. share
With all the buzz around social shopping, web 2.0 and widgets people often ask us what is the difference between Facebook connect and a “share this” button you see on many product pages of online retail sites.
Facebook connect pop up
The main difference is that users who click on a Facebook connect button become your registered users. That’s right, by simply logging into their Facebook account on your eCommerce site they created an account with you. Depending on the user’s privcay policy you may access valuable information including birthday, interests which you can use to personalize and enhance the user’s shopping experience.
When visitors on your website uses the share button they do not become registered users on your site and and you have no records of them.
When implementing a Facebook connect application you can also start communicating with users via email. You need to ask the user for special permissions right after they connect. This will enable you to email them without asking them for their email address. Your emails will be routed by Facebook to the email address they had registered with Facebook.
Product Recommendations on shopping cart page tips
To show or not to show product recommendations on the shopping cart is always a question. While some retailers are concerned about interrupting the purchase flow others have been successfully increasing average order value using effective cross selling. If you do use product recommendations for cross-selling on your shopping cart, you want to make it as easy as possible for shoppers to add products without leaving the shopping cart page. Here are a few tips how to do it:
- Basic Product information – it’s important to show the basic product information including image, name , price, and available promotions. By not providing this very basic information you are probably driving shoppers to the product details page and you don’t want that.
- Additional product information – ideally shoppers would be able to open a popup which will provide more information on the product while staying the shopping cart page
- Add to Cart button – allow shoppers to add the product from the product recommendations section
- Availability - Do not recommend out-of-stocks products
Product Recommendations Example