Omnichannel Ecommerce Marketing Strategies – Provide Seamless User Experience for your Brand!

By | Date posted: | Last updated: July 23, 2020
omnichannel ecommerce marketing

Multichannel, cross channel, omnichannel or no-line commerce? These and other trade terms confuse the increasingly complex brand management. In the course of digital change, companies have to re-sort their offline genome: Communication processes become digital and affect almost all areas of our lives. At the same time, society is developing that is almost always online and can be at any time. The consumer world of experience spans more and more points of contact with a company. Each contact point shapes the brand perception and ultimately influences the level of satisfaction of the consumer. You should, therefore, adopt the online communication strategy within the various sales channels to the changed needs of your customers: The various points of contact call for experiences. A challenge? – We consider this development much more than an enormous opportunity!

Physical and Digital Transformation Journey

Many consumers inform themselves in advance on the Internet, compare prices and search for detailed product information before they then buy the goods in the stationary shop. Via the website, the app, the newsletter, blog or the social media presence, the customer begins to get an impression of the brand or the product. On the other hand, many customers first find out about certain items in the store, try out products or get advice so that they can later be ordered on the couch at home using the tablet. Modern customers consume and get information everywhere: in the store, on the web and on the go – exactly where it suits them. Naturally and unconsciously, the consumer alternates between online and offline – old channel silos are broken up. During digital shopping journey, the user should be picked up at each touchpoint in a uniform manner and tailored to needs. The digital change and the technical possibilities raise customer demands enormously. Multichannel has ushered in the Revolution of the multi-channel strategy, omnichannel marketing exceeds the parallel product sales via several retail channels: Here, customer communication and the sales process take place across channels, to offer the end-user (s) a uniform, constant and customer-centred brand experience. The digital transformation, therefore, means one thing above all: Towards your customers and their needs! The information and purchase needs of your customers should, therefore, be recognized and served directly. What does that mean for you in the first step? – You have to Rethink!

Channel-Independent Customer journey

Neither consciously choose a specific sales channel when obtaining product information nor when buying. Throughout customer entire journey, the customer is channel-independent, consumes the content that suits to user best and, depending on user situation, decides at which points of contact shopping process should begin and end. The modern consumer knows best what customer likes and what he needs. Your job is to provide a solution with the right information to the customer, who will immediately recognize and fulfil interests – both online and offline? The focus of your communication strategy is no longer the product and the services, but the customer itself – as individually and personally as possible.

Experience the Omnichannel Ecommerce Culture and Strategize it!

For a successful implementation of a customer-centred communication approach, the boundaries between online and offline must merge: Implementing cross-channel communication strategies affect all areas of the company and must work in the digital world as well as in shops. Companies should therefore not only give the modern consumer the great possible flexibility but also offer their customers real-time interaction throughout the entire purchasing process. For many employees in brick-and-mortar retail, this accompanied by an enormous change: supplying parcels that can be collect (customers reserve or buy online and then collect their goods in a shop), process online orders from customers, order products that are not in stock in the online shop or answer questions about the online-offline service. For many employees, the internal move-in of digitization also means that strong competition felt to becoming in-store: they see omnichannel consumers and digitization as a threat to their employment. This could lead to a half-hearted occupation with the new service offerings and extensions in brick-and-mortar retail – a negative touchpoint arises. To prevent this, the employees in brick-and-mortar retail should be taken with them from the start: every employee should know that it forms one of many crucial points of contact on the customer journey of the discerning consumer. The customer wants to “experience” the product through brand approach and loyalty via different touchpoints: User expects individual information depending on usage situation.

Individual Shopping Experience – The way to the customer!

In the course of the digital transformation, your company can win if you adapt to the changed buying behaviour of your customers through the new technologies, no matter where they are. In the B2B area, in particular, you can increase your loyalty and sales with consistent, relevant and personalized customer experience. The individual shopping experience also represents a great opportunity for retailers: the customer who visits the brick-and-mortar store wants exactly what the customer may also miss online: personal advice, customer-oriented service, clear (haptic) product selection and an individual, pleasant shopping experience! How can this look in practice? The “digital changing room” is one of many examples that illustrate the new possibilities of the Omni world: These Omni changing rooms scan and recognize the registered customer as soon as they enter the shop. The customer has placed their goods in the digital shopping cart in the online store and can then try on their desired products immediately. The shop becomes a real “showroom”, in which products can be presented individually and tested by the customer. During the purchase in the store, the Omni shopper is then offered various delivery options. One of the many excellent options for interacting with the customer in real-time and individually addressing customer’s needs, which already identified on other different channels. The customer feels personally “picked up”, was able to deal flexibly with the product and the brand online and offline, saving time and effort across channels. By using location functions and personal data (for customers who allow this service), the modern consumer can be individually informed about offers that might be of interest to the customer at a certain time in a certain place. What remains is a positive brand experience that will influence consumers as they continue to work with the brand through customer reviews or recommendations.

Communication with Customer

As a result of the digital transformation, the retail sector shaped by a multitude of upheavals to which it must adapt its communication strategies. The Ecommerce industry is not exempt from these changes: whether the shopping cart filled and paid for at the end of the customer journey, it depends on the individual experiences during the customer journey. These have an impact on customer satisfaction – and that applies across industries! At every touchpoint, your target group has different information needs, which should be covered with consistent messages in line with the channel and depending on the usage situation. Communicating the same content across all channels no longer works: the “one-size-fits-all” phenomenon has had its day.

Touch points – Omnichannel Ecommerce Marketing

The modern shopping experience takes place everywhere! An interaction between employee and customer in the shop, a call to your customer hotline, getting to know your products during a trade fair or researching your website: the customer wants to deal intensively with your product, not the channel. Customer is looking for a stimulating, pleasant and needs-based brand experience. The different points of contact are accessible to your customers at any time and influence the subjective experience of the customer about your brand. Often it is also “small things” that make touchpoints a positive brand experience: the consumer who, for example, communicates negative user experience to the hotline employee and the hotline employee confronts the user with understanding, time-consuming and with compensation, can strengthen customer loyalty – despite previous negative intent. Both a responsive website and the website with optimal usability are among those crucial experiences that influence the overall result.

So, what is important at the end of the customer journey? The sum of the different experiences of the customer at each of your touchpoints.

Create an individual brand experience at every point of contact – their sum ultimately influences the purchase decision and assessment (recommendation) of your products.

Conclusion

Connect quality instead of quantity: Use the sales channels that suit you and your target group. It’s not about being represented everywhere, but where your customers are.

Omnipresent: Show, for example, your products and prices in all your channels in a uniform and complementary manner in order to be able to offer your customers seamless shopping experience and to avoid confusion

Utility Dependency: Do not tell your customer which channels to use and where to communicate – your customer finds best what they want to do, where they want and what they want. And there you have to be and use the strengths of each channel in order to optimally convey your content to the consumer.

Individual and Personal: Use customer data to develop a personalized shopping experience for the individual consumer and to be able to convey individual content to customer at every point of contact. create a personal brand experience for your customer!

Information-Oriented: Customers demand ever more precise information. In addition to detailed information about the product, factors such as price comparison, inventory or origin are also indispensable sources of information. At the same time, the quality of business advice should also be improved offline.

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Magento 1 to Magento 2 Migration: A Proactive Opportunity to Boost Online Store Performance!

By | Date posted: | Last updated: July 23, 2020

Most online shop developers are probably already familiar with this: from June 2020 there will be no support for older Magento versions. But what exactly does that mean for online shop developers & how can the migration from Magento 1 to 2 become a great opportunity?

“Older Magento versions” – which version meant? Magento Commerce 1.x, Magento Open Source 1 and older Magento Commerce 2 versions exactly mean here. The deadlines for the different versions are different: for some versions, there will still be quality and security updates until June 2020, but for some, there will only be security updates. To continue operating an online shop, migration from Magento 1 to 2 is necessary. Migration from Magento 1 to 2 is a bit more complicated, but with the appropriate experience, it is not a problem. The update to Magento 2 requires complex replatforming and is therefore not the same as a simple update. To carry out the update, the Magento 2 is first set up. Then all data such as extensions and themes of the old system are migrated and adjusted. This can take a long time since individual optimizations often have to be carried out.

Magento Migration Benefits

The basic version for Magento 2 has complete revised. Many functions have been newly implemented, such as the full-page cache for a better ranking in Google, interfaces for faster digitization or the mobile-optimized display of the shop.

Replatforming thus offers the chance of a complete relaunch of your ecommerce website or online store including the adaptation of the web design and the addition of new features. In this way, the online shop can optimally adapt to the latest online standards. The update to Magento 2 is not only necessary but also an opportunity for your ecommerce business. So, lose the fear of the update and see it as a start-up aid for better performance, because other Magento shop operators also use your chance to improve the market position through the updated system.

Tips for Sequential Magento Migration:

First of all, the status of the ecommerce website or online store should be analysed. To do this, use all the tools available to you. The Magento Reports can be used to check, for example, which products were bought most frequently, what users frequently search for in the system or which products were poorly accepted by customers. Take the opportunity to check the server monitoring at this point: How does the online shop perform under high load? Are there any peaks in utilization?

Web analytics service tools such as Google Analytics provide information about where visitors come from and how they interact on the system. Analyse your target group. Find out what your customers are looking for and use it as a guide. Are there features that your visitors might miss? Is your offer tailored to your target group? Can you make the buying experience easier and simpler? Can you improve the user experience and optimize usability? Use the update to stand out from the competition in the course of the necessary migration.

Replatforming of the Old Magento 1 Store

Since the migration of the entire online shop to the new system is very complex, it makes sense to prioritize the steps in advance. Which functions have to be implemented in any case because they are indispensable for the online shop? Two factors should be considered here. On the one hand the business value of the individual features and on the other hand the cost-of-delay – how much does a feature cost if it only appears on the new system later or not at all? With these two factors in mind, you should consider which functionalities need to be prioritized. Then the replatforming can be implemented agile and gradually in project sections efficiently.

In addition to the various features and extensions, all important data must of course also be transferred to the new system. In addition to product information, possible download files and the like, customer data should of course also be considered here. The customer accounts including the passwords are essential so that customers can find themselves in the new shop and continue to use it normally. Pages indexed on Google should be found under the same URL. If the URL structure changes, URL rewrites must be set up in order not to lose any traffic.

The 10 Point Plan for A Successful Migration

  • Analysis of the current situation
  • The choice of the service provider
  • Development of the migration plan (strategy, optimizations, extensions)
    • Do you want to integrate a new payment provider?
    • Would you like to change the structure of your online shop or optimize the user-friendliness?
    • Would you like a facelift or a new individual web design?
    • Which functions come first and which functions need to be reconsidered and revised?
  • Backup of the existing database (product data, customer data, etc.)
  • Transfer of data to the new system
  • Implementation of additional functions and extensions
  • Adaptation of the design through standard themes or an individual web design
  • Frontend development of the new design
  • Testing the new system (SEO traps, data structure, functionalities)
  • Go Live.

Quick Shot to Improve Performance of Magento 1 to Magento 2 Migration

So, there is a lot to think about when moving from Magento 1 to Magento 2. Since a one-to-one transfer of the data cannot take place, a corresponding time must be scheduled for the move. With test phases, prior analysis and planning, such an undertaking can take 6 months. If your shop also needs to be migrated to Magento 2, you have to start quickly, because support for Magento 1 is only a few months away. Experienced service providers are a great help here, because they ensure that everything works smoothly when the new shop is launched.

Do you have questions about the migration from Magento 1 to Magento 2 or do you need support with your e-commerce project? Feel Free to Contact Us and get to know us.

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Top 12 Conversion Rate Optimization Tips for Ecommerce Business Solution

By | Date posted: | Last updated: July 22, 2020
ecommerce business solution

To optimize an ecommerce website or an online store, various key figures are consulted for analysis. One of the most important key figures is called “conversion rate”. This measures the number of visitors compared to those who carried out the desired action. In the Ecommerce store, the owner is simply interested in the number of visitors who place an order. However, this is much more complex, since many pages do not offer an order at all or are simply a classic website. In this case, a conversion is often a contact in the form of a request, an email, a phone call or a chat request.

In this article, we have put together a few measures that primarily aim to optimize this number of leads generated. In other words: How will an ecommerce website as a whole become more successful with the existing visitors?

Anyways, What are Conversions in Ecommerce Store?

A conversion is an action on an Ecommerce website that previously defined as the goal to achieved. Such a goal does not necessarily have to be a sale. Possible conversions include:

  • Lead generation by filling out and sending the contact form.
  • Lead generation through a phone call.
  • The opt-in for the newsletter.
  • The sale / “order confirmation” page in a shop.

Conversions can be very diverse and are weighted individually from industry to industry. The conversion rate is calculated from the number of conversions achieved (predefined goal) divided by the number of visitors.

How to Generate More Leads for Your Online Store?

Explore the 12 tips for optimizing the conversion rate in the ecommerce business help to develop a strategy for a constant review and adjustment of the relevant factors.

1. SEO as a Powerful Tool for Lead Generation

In order to lead potential customers or buyers to an ecommerce website or online shop, the page must have a certain relevance and findability for search engines. Therefore, many measures of classic search engine optimization are preparatory measures for optimizing the conversion rate in the Ecommerce business. These include factors such as the behaviour of the system on mobile devices. Good usability on mobile devices is essential for search engines these days. However, values such as the page speed are also an important measuring instrument for the conversion rate optimization. If the page loads very slowly, the visitor gets to the destination less well and the risk of premature interruptions increases. So first optimize your page fundamentally for search engines to be found and thus generate leads.

2. With Clear USPs to a Better Conversion Rate in Ecommerce

If the user is on your side, he should immediately see why he is right for you and should not go on to the competition. So, your USPs should be clearly visible. Remember that many entries on your website do not necessarily take place on the homepage. It is, therefore, appropriate to highlight the USPs here, but it is not the only way to achieve this. External references, in particular, can be very important, but can often refer to specific landing pages/sub-pages. Therefore, the USPs are often listed directly in the header of the page to be present on every landing page.

But also keep in mind that USPs only increase the conversion rate if they are really unique or special. “USPs” such as “great product variety”, “top prices” or “free shipping” are so generic that they hardly have any effect. So, think carefully about what sets you apart from your competitors. Maybe you can offer a special service that your competition doesn’t offer!

3. Content is King – Also with Your Ecommerce Store

The content is not only an important factor for success from an SEO perspective. High-quality content is also extremely helpful for increasing leads. Texts should be legible, understandable and clearly worded. The visitor to the site wants to understand what it is about and wants content that offers them added value. Therefore, pictures should always be in the appropriate resolution. If images are too large, they would have a negative impact on page speed, and images that are too small have a pixelated appearance and can increase the risk of jumps.

4. The First “U” – With Successful Usability to More Leads

“Usability” stands for “suitability” and thus suitability is a crucial factor for your website. Is the site easy to use? Is the content well-structured and the navigation is intuitive to use? Does the visitor find areas such as the search function and the shopping cart as well as the contact form intuitively or does he first have to spend more time to find them? By constant checking and improving usability, visitors get to their destination faster and are more satisfied. The usability should also include user guidance. If the visitor is distracted on his way (example cross-selling products in the checkout process), this can negatively affect the conversion rate!

5. The Second “U” – A Positive User Experience as a Success Factor for The CRO

“User Experience (UX)” describes the experience how a visitor connects to the page. Does the visitor find a uniform and clear corporate identity in your online store? Does the visitor perceive the content as added value? Does visitor find simple, short processes in the system and find the data? Then the user is satisfied and will reach his goal faster. User Experience aims to increase the length of stay and make the customer “happy”. This means no artificially drawn-out text to keep the user on the page. Here the UX turns negative and the risk of bounce rate would have increased. The user should build a positive association with the shop / page through a successful usability paired with the right content in the right place. When querying customer data, “less is more” counts, because querying the relevant customer data makes the customer satisfied. Nobody wants to provide additional, irrelevant data in the purchase process to reach the goal. Even if it is tempting to query and collect as much customer data as possible, it does not make the customer happy and that is not the goal of successful user experience. So, this is about perception and emotion.

6. Increase Conversion Rate in Ecommerce & Guide The Visitor Through CTAs

A CTA (Call to Action) guides the visitor. With well-placed and clear calls for action in the form of buttons and the like, the visitor finds his goal. The placed CTAs should be checked continuously and adjusted if necessary. Are they clearly visible and placed in the reading flow? How often are you clicked and does the visitor find destination or does a jump often occur afterwards? Analyze this data to optimize your calls for action and also pay attention to the choice of wording. Avoid command-like calls and, if possible, do not place any actions with negative connotations inconspicuous buttons (such as “Close” or “Cancel”).

7. Trust Leads to The Goal – Trust Elements as a CRO Booster

In the Ecommerce store, trust elements is a factor with a great influence on a possible conversion. Integrate platforms or place existing certificates or seals of approval on relevant pages. When designing a landing page, pay attention to the trust-building elements. These can be customer opinions, testimonials, seals of approval and the vice versa. Don’t be afraid of customer reviews on external platforms. Customer opinions are not only an SEO ranking factor but also a helpful means to increase trust in your store and thus to increase the conversion rate. Consistently positive feedback on external platforms is rare. Do not be afraid to conduct active evaluation management and see not completely positive evaluations as an opportunity for improvement. Grow and respond to reviews – both positive and negative feedback. Another measure of trust in your company is your “social proof”. Interaction on social media channels creates trust. Potential customers see others who already trust you and are therefore an aspect of trust-building measures that should not be underestimated

8. Conversion Rate Optimization in Ecommerce Store Through Clear Target Group Definition

The above measures already tap a large part of the lead funnel. Now you want to be more specific and guide the visitor to his goal. The more pointed the funnel becomes, the more specific your leads become. But if your target group is unclear or very broad, it will be difficult to filter out the relevant leads. The broad mass of visitors does not necessarily lead to a higher conversion, so a clear analysis of your target group is essential. Does your content fit your target group? Does the target group you want to address & find the content on your site? If so, then you have already adapted your system to your target group. However, if there is a lack of conversions, you should check whether you have clearly defined your target group and your goals.

9. With Remarketing Faster in The Conversion Funnel

Remarketing is one of the most powerful marketing tools. If a visitor has already visited the desired landing page, then visitor is in your “remarketing storefront”. These visitors are most likely very relevant and valuable leads and it is therefore a good idea to remind them again about your company, your service or your product. This happens in different ways. Some options are in place:

  • Search engine advertising (SEA)
  • Social media campaigns
  • Campaigns on business platforms
  • Newsletter

When you are going to remarketing, pay particular attention to data protection and frequency capping in the Ecommerce area so as not to overwhelm potential leads with advertising.

10. Increase Conversation Rate for Dynamic Content

In addition to general remarketing, dynamic content recommended. It is now relatively easy to create. This is partly automated by the CMS. With dynamic content, personalized content can generate that speaks directly to the visitor and thus ensures a personal bond. Already known users can be guided to their destination much faster than new visitors whose intentions are still too unclear.

11. Adjust Your Offer to Convert Users into Buyers!

Always think about what you want to achieve and what your target group looks like. If these aspects do not match your offer, the conversion rate will hardly increase, since the users in the lower area of your conversion funnel will not be happy and will therefore not convert. How can you possibly prepare your offer differently? Can you offer added value to your competitor? Sometimes small adjustments in offer is enough to increase the conversion rate.

12. Controlling Through Targeted A / B Analysis and Further Tests

As already described, the optimization of the conversion rate is also a constant process in the Ecommerce area. Target and goals change over time, so your system should adapt to the times. Through targeted testing, for example through A / B tests, you can check, for example, which layout is more appropriate for a landing page. Targeted tests are based on data that has collected. Find pages with particularly high bounce rates and analyse them for your customer journey. If you guess as to what causes the high bounce rate, create a second, optimized variant of the page and test it over a certain period. Document your adjustments so that you can later draw conclusions about the success of the changes and note that that you always focus on one aspect. If there are too many adjustments, your A / B test will also no longer be revealing, since you will no longer be able to understand which changes have improved the conversion rate.

Testing and controlling are a constant cycle. At the beginning of each test, there is an as-is analysis. Where is that standing? What problems do you recognize, what do you want to optimize? Then draw up action plans. How do you want to achieve your (new) goals and with which means or tools do you achieved the goal? Finally, the controlling follows. Did you achieve your goals? If so, set yourself new goals. If you are still reaching your original goals, it is important to analyse why they have not achieved.

CONCLUSION

Conversion rate optimization in Ecommerce business takes time. Do not act hastily and back up your measures with data to conclude. Be strategic and do not target all multipliers at once. Seek help with adjustments that take up too much time or resources and set yourself small goals. This quickly results in the measurable success that motivates further tests and optimizations.

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