Conversion is elusive and often requires dogged determination, innovative techniques and experiments to find the formula which results in more conversions. Because these heroic efforts often happen in the background, we felt it was time to recognize the unsung heroes of ecommerce with a new set of awards specifically focused on ecommerce conversion.
Today, we are celebrating you, the groundbreaking eCommerce teams that make consumers lives easier, better, more colorful, and in doing so drive more revenue. SeeWhy’s Conversion Academy introduces The Conversion Academy Awards to honor ecommerce companies that maximize conversion through innovative design, user experience and marketing to deliver superior online shopping experiences and revenue.
We are proud to introduce our esteemed panel of judges participating this year:
Artemis Berry, VP of Digital Retail, Shop.org
Brian Walker, SVP of Strategy, hybris
Charles Nicholls, Founder & Chief Strategy Officer, SeeWhy
Charlie Cole, President & CEO, The Line
Mark Bartlett, Director of Customer Experience Practice, Crown Partners
Rick Kenney, Director of Strategic Initiatives, Demandware
Tim Ash, President & CEO, SiteTuners
There are five categories in which you can submit your ecommerce website for review. Five finalist will be selected in each category and moved into the final round. Winners will be selected through a combination of audience voting (25% of scoring) and ranking by the panel of industry judges (75% of scoring). Vendors/eCommerce solution providers are allowed to submit joint applications for an award with their eCommerce retailer customer. There is no limit on the amount of submissions accepted and no fee for submissions. This year’s five categories:
The Land of Nod, part of the Crate & Barrel family, is a multi-channel, home décor retailer specializing in children’s furniture, bedding, and accessories. Launched in 1996 by two childhood friends working out of a basement near Chicago, The Land of Nod has grown their originally catalog-centric business into a national leader in children’s home décor. Check out SeeWhy’s 4,000th customer press release featuring The Land of Nod.
As a leading innovator in eCommerce, The Land of Nod recently selected SeeWhy’s products to help them improve their online shopping experience. The company wanted to launch targeted, real-time remarketing campaigns that would encourage shopping cart abandoners to return to The Land of Nod website and complete the purchase.
Land of Nod has seen impressive results by making conversion improvements a key focus of their marketing strategy. In an effort to share some of the best practices that The Land of Nod implemented, we have compiled the top three lessons ecommerce companies can learn from The Land of Nod remarketing campaign:
A Multi-Step Campaign Always Wins: Like many successful ecommerce companies, The Land of Nod understands the importance of remarketing. They started their remarketing efforts by manually sending out reminder email campaigns to cart abandoners. This took time and manpower away from the team when they could have focused on other aspects of their email marketing. The team searched for a solution that would help recover sales faster and more efficiently. Since implementing SeeWhy’s Conversion Manager, The Land of Nod now runs an automated, three step campaign that drove a 22% lift in their cart recovery rate by connecting with consumers at multiple critical moments in the buying cycle.
A/B Testing Makes a Campaign Stronger: The Land of Nod team continually tweaks and refines their marketing campaigns by testing not only the messaging within the emails but the timing between emails as well.
A common issue that deters shoppers from purchasing online is the absence of feeling that instant gratification after purchasing. Shoppers often opt to shop at brick and mortar stores because it is simply more satisfying to have your purchase at hand and ready to go when you are. In addition, shoppers don’t have to worry about shipping costs and count down the extra days they must wait for their purchases to arrive. Companies like Amazon Prime and Zappos.com have tried their best to circumvent the issue of timing by offering free express shipping and often exceeding their customer’s expectations by having items arrive faster than promised. But is this as good as it gets?
When I came across Kate Spade Saturday’s newest concept of digital window shopping, I couldn’t help but feel impressed. Excited even. Kate Spade Saturday, a solely ecommerce based sister brand of Kate Spade New York, partnered with eBay to launch four digital window shops across New York City. These window shops, powered by digital screens, operate 24/7 for a short period of time. More importantly, these digital shops offer free one hour delivery anywhere in Manhattan, which can be scheduled via a shopper’s smartphone.
Let’s back up. Yes. Free. ONE HOUR. Delivery.
All the hesitancy to purchase an item digitally has all of a sudden evaporated. POOF! Did Kate Spade just attempt to remedy the timing issue perplexing ecommerce websites for so long?
Welcome to the new age of digital shopping. True, this isn’t completely an ecommerce shopping experience but it is a way for an ecommerce based company to showcase their products in a different way. Also true that this type of delivery would not be sustainable outside a small radius where either a warehouse or a brick and mortar store is located, but its a start. (…)
Total attendance reached a record high of close to 9,600 people, making it the world’s largest e-commerce event. And, SeeWhy was front and center making a BIG splash as the market leader in Shopping Cart Recovery.
SeeWhy Size Matters? Note the look of surprise coming from our very own CEO, Scott Silk!
SeeWhy’s Founder and Chief Strategy Officer, Charles Nicholls, unveiled SeeWhy Browse Manager, the first solution that triggers personal marketing campaigns in real time based on a shopper’s everyday website browsing behavior. Learn more about Browse Manager.
We ran a live Twitter photo stream in our booth to encourage booth visitors to enter into our “Size Matters” competition. After the show, we gave out gift cards to the following loyal @SeeWhyInc Twitter Followers. Click to check out their entry photos!
Amazon is well known for its personalized recommendations, both on the site and delivered by email, but they don’t always get it right.
Take a look at this browse abandon email I received from Amazon on my PC and on my phone:
There are some things about this email which are best-in-class:
Amazon personalized the email by prominently featuring the image of the product I had previously evaluated
They used responsive design, delivering an email perfectly sized for my mobile device
They suppressed the secondary call to action so my attention is drawn to the main activity they would like me to pursue
However, Amazon also made a major mistake with this email that plagues many companies who build their remarketing tools in-house: they are out of step with the visitor!
You see, in the Amazon example above, I had already purchased and received a PC headset from Amazon, just a few days before I got this email.
I only have one pair of ears, so exactly what was Amazon thinking? Perhaps through some super-advanced profiling they were able to determine that I have a dog, and that I might need an extra headset for him? I can tell you that I tried it on him and he didn’t like it very much…
On a more serious note, out-of-step problems like this hurt a retailer’s relationship with their customer. By sending an email that is no longer appropriate, they make the customer:
Question if their purchase actually was completed with the retailer
Feel like perhaps they made a bad decision and purchased the wrong product
Wonder if the brand has a disorganized and inaccurate tracking and recommendation system
In a nutshell, sending promotions for an item that the customer has just bought will betray your brand and could potentially lose you a customer for life. (…)