Mobile devices are now the primary way people around the world connect to the Internet. In fact, it is anticipated that by 2015 83% of Internet usage will come from mobile devices. Clearly, today’s modern marketers must prioritize mobile as a key way to connect with and convert customers. Do you have the information and tips you need to successfully market on mobile?
Learn more about mobile trends during our joint SiteTuners’ webinar: Educational Webinar: Unlocking Mobile Conversions
Wednesday August 20th at 12pm ET
Charles Nicholls, SeeWhy Founder & Chief Strategy Officer will break down the secrets of success for conversions on both smartphones and tablets, and show you what you need to drive mobile conversions, and to use mobile to drive traffic for in-store conversions.
Can’t wait? Check out this teaser infographic which gives you a preview of what the playbook will feature. This infographic presents facts about mobile device usage that eCommerce retailers and digital marketers need to unlock mobile conversions.
A major slice of the new Canadian Anti-Spam Legislation (CASL) goes into effect on July 1 introducing strict opt-in requirements for marketers targeting Canadian customers. Over the last few years, many governments have been reviewing their data privacy legislation, especially when it comes to commercial marketing, including all the European countries which already have opt-in consent for commercial marketing. Canada is the latest to roll out opt-in regulations with steep penalties for violations. The regulations include how, when and to whom companies can communicate using email, text messages and other forms of commercial electronic messages.
In the last few weeks we’ve received many questions from marketers seeking to understand what impact the new Canadian Anti-Spam Legislation has on remarketing. This is our interpretation, but of course you should seek your own legal advice.
The new regulation has been circulating in draft form for some time, and it has not changed substantially now the law has been passed. In essence it requires consent in order to send commercial marketing messages, including marketing emails, and applies to both B-to-C and B-to-B. Our interpretation is that remarketing emails fall into the category of ‘marketing emails,’ therefore needing user consent.
‘Express and Implied Consent’
Like many other countries’ data privacy legislation, Canada has defined two types of consent: express and implied consent. Express consent is pretty straight forward – this is an explicit indication of consent to send marketing messages. Typically this is where users have opted-in via a registration or newsletter sign-up or similar. For email remarketing this is simple – you can remarket to your subscribers. However, the Canadian Anti-Spam Legislation has a specific carve out that applies for remarketing where consent can be implied.
Implied consent is different from express consent because this is where the legislation deems it reasonable to assume that the user has given their consent based upon their actions. (…)
Smartphone traffic on ecommerce sites has been skyrocketing for months, but conversions have lagged a long way behind tablets. The problems are obvious: fat fingers and small screens don’t mix well, whereas on tablets there it’s a lot more screen real estate. You can see this in the chart below, which compares the shopping cart conversion rate of different devices. The bigger the screen, the higher the conversion rate.
Ecommerce teams have become accustomed to tablets driving more sales than phones, despite significantly higher traffic from phones.
But in 2014 a new picture is quickly emerging because ecommerce sales on smartphones have been growing four times faster than those on tablets (up by 181% for phones in the 12 months to April 14, compared with a more leisurely 36% for tablets) according to new data from the SeeWhy Conversion Academy. In fact, we predict that more conversions will happen in Q3 on smartphones than on tablets for the first time if current growth rates are maintained.
You can see this trend in the chart on the right, which shows the share of mobile conversions by device type (mobile in this case is tablet + phone). Notice how fast phone conversions are growing as a proportion of the total mobile conversions (phone + tablet).
One year ago, phones made up only 22% of of mobile sales, but sales have almost doubled to 43% by April 2014.
There are three factors behind this rapid growth:
1. Smart phones outnumber tablets 4.3x
At the end of 2013 there were approximately 1.3 billion smartphones in the world, compared with only 300 million tablets. It’s likely that the number of smartphones will surpass the number of PCs this year as well.
Google isforecasting more than 1 billion Android devices alone in the world by the end of 2014. (…)
You probably caught today’s news that SAP has announced the intention to acquire SeeWhy, subject to closing and regulatory conditions. In this blog I’ll net out why we decided to align with SAP, and what it means for our customers and partners.
SeeWhy was founded on pioneering principles of continuous calculations that enable real time 1-to-1 marketing. Last year, the Company was awarded a patent covering our CORE™ in memory calculation engine, which we use to continually process in the region of 20 billion events per day as visitors interact on more than 4,000 ecommerce sites around the world.
Click-by-click, as data streams in, the SeeWhy CORE technology analyzes everything from a first visit to a purchase in real time to trigger the next best action for that unique customer at that moment in time. CORE enables SeeWhy to analyze data very differently from traditional architectures: There’s no data warehouse. There are no batches of data. There are no segments. 1-to-1 marketing campaigns are driven by the behavior of individual visitors, and the real time context of what the shopper is doing, right now. True 1-to-1 marketing at scale. In practice, this means that SeeWhy is always in step with a customer’s path to purchase and driving the highest ROI in ecommerce (on average lifting ecommerce revenues by more than 5% representing $10’s of millions of incremental revenue for larger brands).
In recent months, our technology has become strategically important to marketers as the explosion of data sources meets a desire to move away from bulk campaigns that risk annoying customers with irrelevant noise. They are seeking out easily integrated and automated technologies that leverage ‘signals of intent’ and personalize at a 1-to-1 level at scale, capturing the moment when the customer is ready to buy and serving up engaging and contextually relevant content. (…)
The ever-evolving landscape of technologies and terminology ecommerce marketers are tasked with navigating is utterly dizzying. It’s tough for a vendor delivering distinct functionality and dozens of integrations to help trim the chaos. So, here is a level set about what we do and why.
SeeWhy “rapidly improves conversion rates across channels by automatically triggering the right marketing message on the right channel at the right time.” There’s a clear need for the technology and the ROI it yields.
MarketingSherpa asked online businesses in 2013 what types of automated emails they send. The study, summed up in Marketing Land, found that about 75% of businesses are missing out on the email marketing “sweet spot,” which was explained as sending targeted marketing messages based on what your users do. This spot falls between direct marketing emails that yield a 20% open rate and transactional emails, which yield about 52%, they reported.
Remarketing is the use of behavioral marketing campaigns triggered by website visitors’ onsite behaviors via email, advertising and phone. The best practice elevates marketing from irrelevant noise into personal service – extending and differentiating the brand, and stimulating purchase.
With remarketing, any number of behavioral signals should trigger real time marketing, such as:
Likes product on Facebook
Adds to wish list
Adds to cart
Requests link to cart
Shows EXIT intent
On average, 8% of shoppers will return to buy if you do nothing (organic recovery). However, ecommerce marketers will see 18% additional recovery with Remarketing.
Two-to-three times more abandoners will buy when re-marketed to. However, the greatest impact occurs in the first few hours after the shopper has indicated intent. According to a MIT study, 90% of ecommerce leads go cold within ONE hour, making the ability to capture and then act on/trigger a 1-to-1 campaign for any of the behaviors outlined above is critical for conversion. (…)