Further research into customer conversion rate initiative 

Benefits of using Customer conversion strategy 

The impact article from the Impact website stresses the importance of customer loyalty for this strategy if you want your company to achieve its goal and run a successful business. They state around 22 reasons that can make customers unhappy to help stress the importance into perspective.

The article also stresses the importance of finding out your company’s customer retention rate. They show you how you can work this out and find out how long customers return to your company website. The four main points they say to keep retaining customers and keeping them happy is:

1. Average response time- when a customer reaches out to your company think of how long it takes you to respond as customers do not like to be kept waiting.
2. Customer referrals- your best customers are will leave a review, refer to a friend when they are happy therefore they will be the best people to help you gain a good company image and increase in new customers.
3. Repeat Purchase- This will only occur when your customers were happy with their previous service and will likely to use your company again. This is one of the KPIs that can be measured for online businesses.
4. Post-conversion activity- By keeping your customers engaged in the content of your online website you can track their social media, email marketing, SEO in terms of the similar brand interest of products. These can be used to further promote your brand and retain your current customers to go back to your website. – from  (Impact, 2017)

The e-commerce training academy gives online retailers a list of benefits of using the conversion rate optimisation (CRO) initiative. Optimising conversion rates should improve the increase of more people that would visit an online retailing website.

4/10 benefits involved in using CRO:

• Understanding your customers better- For online businesses understanding your customer is vitally important. If you want to use this initiative, then it is best to start with some conversion research. This will allow you to develop your customer persona to online businesses as they will understand what customers they are marketing to.
• Helps you gain more customers- Optimising continuously can help you improve the customer experience as this you will be able to understand your consumers better. Improving customers overall online experience will defiantly give you retaining customers.
• Your business will have increased profits- CRO can help you massively improve your profits as they provide you with immediate and tangible profits.
• Becomes a secret weapon- Competitor can easily analyse your website and figure out what you’re doing for SEO or social media marketing. CRO can mix all sorts of initiatives for them to have a role in the process. Your competitors may find it difficult to figure out how you’re optimising your product pages.

In a journal article, it shows a study about different forms of online advertising for purchase and its effectiveness conversion in multiple channel attribution framework. This article also compares long term effectiveness in nine different forms of advertising which include seven online. This also looks at how these forms of advertising generate traffic, how it affects conversion and how it will contribute to creating revenue.

Advertising content that is in an integrated form will outperform content that is separated in advertising. This is due to the fact that when the content is integrated purchasing will progress for businesses. Last click usually underestimates integrated content and prefers separated content and therefore leads to a sub-optimal budget allocation. Content integration advertising is a more effective form next to separated content advertising firm-initiated advertising.

This will be useful for business to understand different channel frameworks that can be important to understand why keep using this initiative of customer conversion is important.

Risks that may occur 

However, the risks of this will be that customers may not tell you all the information that you may need to help improve their customer experience. This may cause a problem as a lack of information will make it difficult for a company to understand its customers and expand on their personas.

Some customers may not want to always be tracked using various marketing channels. E.g. In terms of email marketing, they may ignore emails from your company, or may not be customers that constantly post what they purchase on social media, etc.

References

Booth. D, (2015), ‘Why Customer Rate Isn’t The Whole Story: Using Customer Data To Predict Value And Optimize Media Spend’, Marketing Land, online, (2015), https://marketingland.com/conversion-rate-isnt-whole-story-using-customer-data-predict-value-optimize-media-spend-137994 [Accessed on 22nd March 2019]

Choo. W. C & J. R, (2004), ‘ Innovation in the knowing organisation: a case study of an e-commerce initiative’, ProQuest, online, vol. 8, Issue. 6, pg. 77-92, (2004), https://search-proquest-com.ezproxy.brighton.ac.uk/docview/230330193?https://ezproxy.brighton.ac.uk/login?url=accountid=9727&pq-origsite=summon [Accessed on 22^nd March 2019]

Haan. De. E et al, (2016), ‘The effectiveness of different forms of online advertising for purchase conversion in a multiple channel attribution framework’, International Journal of Research in Marketing, online, (2016), vol.33, issue.3, pg491-507, https://www-sciencedirect-com.ezproxy.brighton.ac.uk/science/article/pii/S0167811615001421 [Accessed 22nd March 2019]

Hassan. A, (2015) ’10 Benefits for Conversion Rate Optimisation for Online Retailers’, online, ecommerce training academy, (2015), https://ecommercetrainingacademy.com/10-benefits-conversion-rate-optimization-online-retailers/ [Accessed 22^nd March 2019]

Sukhraj. R, (2017), ‘4 Best Ways To Keep Your Customer Happy & Improve Customer Retention’, Impact, online, (2017), https://www.impactbnd.com/blog/the-importance-of-keeping-your-customers-happy [Accessed on 22nd March 2019]

 

How can online fashion retailers improve customer delivery service using customer conversion strategy to maintain and gain customers?

 

This book called ‘Understanding Digital marketing’ gives you the tools that businesses can utilise to understand about the different online marketing channels and different digital strategy for online businesses to use in order to increase their consumers into using their product or service.

Digital foundations in chapter 2 page 25 that can help your digital marketing strategy by:

Knowing your business- Whether your product or service is suitable to promote online. E.g. If you are an online retailing website you need to find out which digital marketing tools will be able to help you promote your company.

Knowing your competition- As a business, you need to know your main competition in order to identify which strategy is suitable and the digital tools you can use to outperform your competition. E.g. If you are an online retailer you need to find out any weaknesses your competitors have in order to improve your company, how you can differentiate between your business and theirs.

Know your customers- This is very important for a business as they need to ensure that their products or service is targeting the right demographic of consumers. E.g. an online fashion retailer needs to ensure that the type of clothing and accessories their selling target the right demographic such as female teenager and adults. You should ensure you have created a customer persona to give an idea of what your customers are like e.g. their goals, jobs, etc. to ensure that your brand can offer their products to customers that would be an interest to them.

Know what you want to achieve- Businesses should set clear goals that are measurable in order to know what your company wants to achieve. E.g. an online retailer website may want to improve on their customer service they need to know how measurable that goal is. This is one way of seeing your business progress.

How you are going to achieve it- Once you know what goal your company wants to set out then you need to find out how your company is going to achieve that goal, what step they are going to take to see their business progress. E.g. if you’re an online retailing company they will use their KPIs to see their progression in their digital campaign seeing if their strategy actually helps the business in gaining new customers and still maintaining their current customers.

 

You can then let customers review and rate the company service by putting reviews and rating on their website to find out whether customers were satisfied with the service. If they were unsatisfied by the service provider, then they can use the reviews and ratings and find out what they can do to further improve their service. Whilst they are doing that they can offer the customers refunds and discounts, so they can retain the customer and ensure they have better service in the future.

In the journal article by Asunur.C & Hulisi.O (2016), it suggests that their research into ratings for online hotel bookings had a positive impact on conversion rates when it came to high numbers on recommendation and location ratings. However, it does not have a significant effect. It also found out that conversion rates increased hotels with low rankings. This can be useful for online businesses, such as online fashion retail website, when they use ratings and reviews on their website to ensure there is a positive conversion rate. Equally, this can identify how this may help them improve customers journey and experience on their website and gain possibly new customers.

A company can then later promote any discounts or offers for any of their customers who may have had a bad experience using the company website. E.g. they can promote this on social media if their audience fits into the demographic of teenagers and young adults that are regularly active on the popular social media accounts to ensure that they can still retain their customers.

 

 

References

Asunur Cezar, Hulisi Ögüt, (2016) “Analysing conversion rates in online hotel booking: The role of customer reviews, recommendations and rank order in search listings“, International Journal of Contemporary Hospitality Management, Vol. 28 Issue: 2, pp.286-304, https://doi-org.ezproxy.brighton.ac.uk/10.1108/IJCHM-05-2014-0249

Bosomworth.D, (2013), Creating a site conversion optimisation strategy, Smart Insights, 27^th November 2013, https://www.smartinsights.com/digital-marketing-strategy/customer-conversion-strategy/conversion-optimisation-strategy/ [Accessed 20^th February 2019]

Faitta.Di.D et al, (2018), The determinates of conversion rates in SME e-commerce websites, Journal of Retailing and Customer Service, Vol. 41, pg. 161-168, https://www-sciencedirect-com.ezproxy.brighton.ac.uk/science/article/pii/S0969698917306525 [Accessed on 20th February 2019]

Marketing -Schools.org, (2012), Conversion marketing, Marketing-Schools.org, (2012) http://www.marketing-schools.org/types-of-marketing/conversion-marketing.html [Accessed on the 20th February 2019]

Ryan. D, (2014) Understanding digital marketing: marketing strategies for engaging the digital generation, 3^rd edition, London, KonganPage, 2014 [Accessed 20^th February 2019]

Taylor. M, (2014) ‘5 Post- Conversion strategies to increase customer lifetime value’ unbounce, October 23^rd 2014, https://unbounce.com/conversion-rate-optimization/5-post-conversion-strategies-to-increase-customer-lifetime-value/ [Accessed 20^th February 2019]

 

IT382 Blog post 1- Audit of a company website

By Zainab Sheikh

Group seminar 2

Word count- 700

Boohoo.com

Boohoo.com is a UK based online fashion retailer. Its main headquarters are in Manchester. This website is where consumers can buy clothing and accessories online.

 

Boohoo.com’s two main competitive rivals are ASOS and Topshop.

ASOS- is also an online fashion retail website that sells similar products as Boohoo.com do. They target many audiences including having much diversity in their range of clothing e.g. clothes for the LGBT, body positive etc. as well as targeting young adults and teenagers. The company is also one of the top 5 along with H&M according to Micar (2014)

H&M- is a fashion retail store that sells online and in stores. They also have around 4,500 retail stores globally in 62 countries. Their target audience is for women, men, and children. According to this website H&M one of the top 5 best online retail stores according to Micar (2014)

Customer segmentation

Geographically- Boohoo.com is accessible globally online and available in countries such as US, UK, Europe, Australia.

Demographically- Boohoo’s target market is predominately teenagers and young adults both male and female in the age group of 16- 30-year olds as they sell modern fashion, accessories, and shoes.

Behaviour – Customers on this website will first browse around to see what new to the collections they provide or if there are any sales that are happening on the website. Once they find what item to get they click on the product which comes up with options of size, colour, and more images of the product e.g. a sweater. They then proceed and complete their order.

Psychologically- Customers want to browse and buy outfits to keep up with the latest trends or shop casually, if there are any sales or promotions, and they may also want to buy a gift for a friend.

Webographics- – Consumers usually use a search engine and type in keywords to find the website e.g. Boohoo or Boohoo.com. Once they enter their keyword the website is shown as the first link they find which is the main website also has subsidiary links underneath (see screenshot below). This gets customers to go straight to the section they want to look at on the website.

Customer Personas

Persona 1 –Gemma:

• A university student.
• Currently in her final year
• She lives with her mother, father, and brother.

Demographics –

• Female, 21 years old and lives in London.
• Part-time job.
• Earns the minimum wage.

Identifiers-

• Tends to stress but is generally calm.
• Main communication preference is email, social media.

Goals-

• To graduate university with a 1^st 
• To study a masters degree.

The challenges she may face-

• Submitting her assignments by the deadline.
• Ensuring her health can cope with the amount of work she is given.

What can be done to help-?

• An organised plan to focus on the assignments that have an earlier deadline.

Challenging quotes–

• “I have only written x amount of words not sure if it will be enough for my essay”
• “I still have a lot more work to do but I haven’t been feeling too well.”

Common objections-

• If she is well enough to submit her assignments by the deadline.
• If the assignments will be up to high standards.

Marketing message-  Time planner

Elevator pitch-  Plan on what assignments can be done first and later on.

Persona 2 – El

• Works as an HR assistant. Working there for 3 years.
• Wants to work her way up to head of Human resources.
• Lives in Essex with her husband.

Demographics –

• Female
• 26 years old
• Annual income of £28,000.
• Calm and collective
• Main preference of communications is email, calls, text messages.

Goals –

• To ensure employees at the company are motivated to work.
• To make everyone in the workplace get along in a team.

Challenge-

• Employees may procrastinate at their tasks.
• Team members may start arguing.

What can we do-

• Motivational team meetings to help encourage employees.
• Make everyone in the team come to a mutual understanding.

Quotes-

• “Employees do not seem enthusiastic to work”
• “Two team members are constantly arguing”

Common objections-

• Other team members will do not enough work.
• Employees may still constantly disagree.

Marketing message-  Team consolation

Elevator pitch-

• Discuss ways for everyone in the team to come to an agreement.
• Also, suggest ways that may increase their motivation.

Two Customer Journeys

Gemma’s Journey

El’s Journey

 

 

References

Boohoo (2018), ‘Boohoo.com,’ (online) https://www.boohoo.com/ [Accessed on the 4th December 2018]

Micar (2014), ‘ The UK’s Top Ten Affordable Online Retailers,’ (online) www.micarsoftware.co.uk/uk-online-fashion-retailers/[Acessed on the 5th December 2018]

Customer segmentation

Geographically the coffee brand mainly sells their drinks in their coffee stores which many are located around the UK. They also sell their own brands of coffee in supermarkets for consumers to use when their at home.They can be online if you consumers buy their coffeee pods in supermarkets.

Demographics- the type of customers that Costa will generally attract will be a range from yound adults, adults, also family. Attracts both genders and can be family, customers woith groups of friends can socialise,  or customers that want to sit and work in the coffee shop.

Psychological- the customers will typically be people who nedd to get to work as they have jobs, people who also can be youg students that may either want to do work or just socialise with a greoup of people. families that may just want to sit and drink coffee or other drinks Costa sell with each other.

Webographics-

Costas brand is quite know to people around the UK therefore as soon as they see similar colour of the website and brand they will immediatley tell what the website is about. The website is quite inviting as the layout of the website is simple and easy to navigate.It has a simple colours that connote to coffee which invites the customer in and will be aware this costa coffees website.

 

 

 

From the case study brand watchers have been tracking conversations of current fans of the most popular TV show Game Of Thrones to promote their paid channel SoHo to thie New Zeland viewers. By collecting this data they would be able to use this to find a way to advertise and encourage the New Zeland viewers.

Brandwatchers monitor social media platforms to gather everyday for clients to analyse them and get agencies and brands to have smarter data driven decisions. In this case for Game Of Thrones the most popular conversation for Game of thrones was how much fans hated one of the characters of the show. They use this to created a statue around tjhe large public locations to have political rallies and live stream it for the audience to engage.This gained much attention around New Zeland and the show and gained a local impact by gaining coverage various platforms.

 

 

 

 

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