All posts by Lucas McEntee
As an on-line entrepreneur and business owner there is one thing I’m always thinking about, MORE SALES.
If you sell on-line or in the digital world, I’m sure these search terms will resonate with you:
Ways to increase sales?
New ways to lower cart abandonment?
Way to increase conversion rates?
How to increase basket value?
How to increase registration rates?
The digital world we live in is developing at lighting speed, only a few years ago all e-commerce happened on a desktop, now we have mobile, tablet and not too distant future people will be purchasing from their watches or fridges. Leaders in their fields are always looking for ways to stay ahead of the competition with these weekly search terms.
However the questions I ask myself daily, it’s getting harder to find answers when consumers are shopping from different devices and getting bombarded with all types of marketing messages.
So how about we look at the problem differently…..
Instead of looking for the latest trick, technology or method to help improve sales, cart abandonment, registration rates etc. Why not go back in time when a sale person actually had to build a relationship, connect and engage with the consumer on a personal level to actually get the sale!
Consumers are bombarded with 10’s of thousands of marketing messages all day long, and have multiple devices to now do their shopping on. By understanding your consumer better it allows you to tailor your message to get across and resonate to that consumer, no matter what forum you engage with them on or device they shop from. Being able to segment consumers into different groups, be if daily spend, weekly, high and low end basket value, location, age, email address, likes, relationships status etc. By providing relevant content to that consumers interests has proven to show significant increases in conversion rates.
There is a number of different ways to get to know your customer better.
Undertake a surveys, pay a external marketing company thousands o produce a consumer demographics report or install a social login.
Surveys in my view are usually tainted with “complete our survey and we will give you X” or “tell us about yourself and consumer receives an entry to win Y” – This can skew the results , especially if it a prize is on offer as people won’t be entirely honest with a company if they think that a positive review could get them a new car!
Social login gets around all these issues, even if you do offer a prize to enter, permission based access to a person social profile will provide a better insight into your customer like never before.
From the dawn of time until social networking sites and login came alone, sales people would ask discovery questions to get information about the prospective consumer, to understand their needs and build rapport to provide the best possible experience for the consumer. Now smart on-line marketers and business owners can get 25 questions or more answered with just one click of a button. Social login provides owners of business permission based data from their consumers, as long as it is collected is a format that is easy to use and understand it can be very powerful. Once you have that information, you can segment your consumer’s into different groups, and then tailor your marketing messages to them on a much more personal way. Engaging, connecting and closing more sales.
What if that person’s interests change? SoClever’s Social Login automatically updates the person’s user profile if their social profile has been amended. So if they get married, or change alliances from the New York Giants to the Knicks, you’ll know about it.
Knowing where to place login buttons is key to increasing conversion rates, registration rates and lowering cart abandonment rates.
SoClever’s Social login is easy to install. Our Magento extension does not alter theme files, and we use Magento’s default path/hook for displaying login buttons. As every Magento site has a personalized theme and design, we would recommend displaying Social Login buttons on other areas of your site to get the best performance from Social login.
- There are two main factors to consider when placing login buttons on your site for the most optimized performance of registration and conversion rates.
Make the site experience more convenient by enhancing the user experience (they don’t have to fill in large forms and get frustrated they have to remember yet another password) This is especially true when customers visit your site form a mobile device
- An incentive. Why would I hand over my personal information to this website? Are they going to offer me free shipping, a coupon code or discount, a free e-book, a chance to win the cost of my purchase back?
Remember these two main points when placing social login on site and you’re already a step ahead of the competition.
Placing login icons in the header is a great place to get the customers attention, it offers the login process on every page on your site. Although you can customize SoClevers social login icons, we would recommend using their set color’s and with the text Facebook Login or Google + Login. Why? Well the bright blue of Facebook and red of Google+ stand out and are immediately recognizable. They may clash with your color scheme, but getting them to login is the point. Having that clash will highlight that you offer the enhanced experience of social login.
Most website use pop ups for login or sign up to Newsletter. Social Login buttons on login/register in a pop up is highly recommended for higher sign up rates. A great way to further increase registrations is to offer an incentive your customer to register with Social login, offer things like Free shipping, a free e-book, coupons etc
Register / Login Page / Create An account page
This is where SoClevers Social Login extension places social login buttons to ensure no theme files are altered as not to upset your sites unique design. But improvements can still be made to this page if you have the know how. Placing the Social login icon on top of the page next to Login or Create your Account text will encourage people to use it.
Magento Checkout Page / One page checkout
In most cases, Magento’s checkout page you will find text above the required information fields “Already Registered? Click here to login” We would suggest changing this text and making it larger and more prominent to see. The following are examples, of course use the text that works best for you after A-B testing.
“Login with Facebook” “Quick Login with Facebook” “Existing Members or Social Login”
This link then takes the user to Magento’s default popup. Change the popup designs to suite your needs and add the social login icons to the pop up. This step is a great way to lower cart abandonment. It’ also a great place to add Login with Paypal, as once the customer registers they won’t need to re-enter their password to complete the transaction.
Most Magento developers should find it pretty easy to make these enhancements, however if further assistance is required, please feel free to contact us.
As always with all recommendations, A- B test what works for you!
How to increase basket values or Average Transaction Value (ATV) isn’t always the most talked about measure in marketing, but maybe it should be. Increasing ATV is challenging, but driving higher value purchases and higher volume can be a natural outcome of meaningful one-on-one connections with consumers. The following are some tips for increasing basket values:
Make two-way dialogue easily accessible.
Live chat is a great asset to a retail website, providing consumers with an opportunity to have their questions answered on the spot. If live chat isn’t available, incorporate a comment section that is vigilantly monitored. With instant dialogue, consumers can quickly get the information they need to follow through with a purchase. Establishing dialogue will put customers at ease with their purchasing decisions, build trust and help to further develop lasting rapport between merchants and consumers.
Introduce sales or bonus items during checkout.
Introduce special offers without disrupting the checkout process. This method of increasing basket values has proven highly effective for several large companies, with basket values sometimes increasing by an average of $40. Offer Free shipping for a minimum purchase value of $100 or $200. Covering the small cost of shipping can result in much larger checkout baskets.
Create a loyalty program that gives customers incentives to continue shopping with your brand. Offer significant rewards, such as a deep discount on the next purchase, after reaching a certain spending amount.
Rather than just wonder how to increase basket values, try these tips and watch the ATV of your customers grow.
Communicate and Customize.
Offering a Social Login is great way to customize your site to returning customers. Offering a Welcome back message ” Hi Tim ” makes the customer feel special upon return back to your site. Research has shown that customers that feel appreciated, will spend more and more often.
Showcase customer feedback.
Peer reviews are trusted up to 12 times more than descriptions of products by manufacturers, showcasing reviews and comments on product pages is a great way help conversions. Placing additional products or creating a additional products page between your checkout and products pages will allow for the last impulse buy from you customer and a quick click to add to basket increasing ATV.
Offering login with Facebook has a number of advantages to your website. The ability to login using Facebook, Google+ Twitter or LinkedIn and any other social network can reduce frustration at the login page and improve the overall user experience at checkout.