• 83% of shoppers expect regular communication about their shipment. While only 8% say they get too many shipping notifications. • 53% of shoppers won't purchase if they don't know when their item will arrive. • 69% of Customers in the say that being able to message a brand gives them more confidence in that brand.
What this means for you: talk to your customer.
Customers expect customer service, both offline and on, and this is only going to increase. Shopping online is no longer the bitter experience it used to be. Imagine if you walked into a store and the people working there didn't answer your questions or help you out, you would feel pretty abandoned, right? This no longer just applies to in-store.
Some information can mostly be automatized, like shipping notifications, discount offers, and so on. But it is essential to have a human ready to talk whenever a customer needs a bit more help. Divide information into levels:
Information that can easily be accessible on your site. Such as standard product information and shipping estimates.
Information that can be answered by a chatbot. Here you can be collecting your most common questions over time and be programing them into a chatbot.
The last level is for questions that are a bit more specific to the individual. The best level would be to offer a concierge shopping service, where you can recommend matching items or special discounts.
• The average Click Through Rate (CTR) of a Google Shopping Ad is .86% • The average CTR of a Bing Shopping Ad is 1.25%3 • The average Cost-Per-Click (CPC) of a Google Shopping Ad is $0.66 • The average (CPC) of a Bing Shopping Ad is $0.46 • The average open rate of an e-commerce email campaign is 15.68%, while the average CTR is 2.01% • 70% of Americans look at product reviews before making a purchase
What this means for you: take an omnichannel approach
No one marketing channel is a silver bullet. For example, email tends to have much better conversion than ads do, but how do you get customers to sign up for your email list in the first place? You need to reach customers on multiple channels. Think about an established brand, like Nike. You probably have friends that have Nike. You there are more than likely athletes you watch that rock, Nike. Then you get an ad for it on Facebook; you are more likely to click because you know Nike. While young brands don't normally have the luxury of brand recognition, but you can try and recreate the recognition on some level. Think about your own buying behavior. If you find something online, you are considering buying you probably visit the site, but leave without buying anything. Then you might look up a review or the brand's social media. If you see good reviews or other people who are talking about the product, you are more likely to return. You could return, then once you place something in the cart, you leave and forget about it. But a message on Facebook reminds you to come back and checkout, maybe with a coupon to sweeten the deal. Customer journeys are not a straight line, and neither should your marketing be.
• 83% of Americans discover new products on Instagram • 81% of Americans perceive brands as popular by being on Instagram • After viewing a product on Instagram, 47% said they made a purchase What this means for you: have an Instagram, obviously
Of course, the first issue is getting people to follow your brand. The best way is an omnichannel approach (see above 👆👆). If you are driving Google Ad traffic to your site, make sure to have your Instagram on your site. If you are sending emails, make sure your Instagram is on it. But let us be honest, Facebook wants you to spend ad money to get followers. We do, in fact, suggest working with Zuckerberg on this one. But only use ads in combination with other channels. What your Instagram will feel like depends on your brand. Instagram is about personality, particularly visual personality. So have a personality. Specifically, a unique brand personality. Consumers will gravitate to brands that have to offer something a bit different.
Ok. So now that you have statistics forget about them. You need to find what works for your business. Use global stats as a baseline, get ideas where to start and what you should test out. And there is the key. TEST, TEST, and TEST AGAIN, is our unofficial motto at A.Culture. We honestly have no idea what will work for your business, and well, not all clients want to hear that. But every young brand is a blank slate. You must try things, and be prepared to fail, and try another channel.
Keep your own stats from Google Analytics, Facebook, Google Ads, Mailchimp, and so on. But most importantly, get insights from your customers. Talk to your customers!