Welcome to Retail Online Integration's annual Resource Guide. This special section offers all the crucial details, company information, contact numbers and addresses of product and service providers to the cross-channel retail industry.
What pain is encountered during the checkout process that causes more than half of your shoppers to disengage? It can be anything from the number of steps in your checkout process to your return/exchange policies. In order to combat shopping cart abandonment, it's important to analyze your shopping experience from product to purchase as well as review what marketing tactics you deploy to engage the respondent post abandonment.
In this white paper, we will review the following:
- Leading Reasons for Shopping Cart Abandonment
- Ways to Combat Shopping Cart Abandonment
- Marketing Initiatives Post Abandonment
As I continue with part two in our three-part series examining how catalogers should adjust their marketing budgets to account for an influx of Web traffic and buyers, this week I provide a list of Web programs that catalogers should consider investing in. (For part 1, and a recap of how catalog/multichannel merchants can begin the process of planning their Web marketing budgets, click here.) The following online programs have proven worthwhile for catalogers to invest resources in: * Search engine optimization (SEO) solutions have become a big part of most catalogers’ marketing programs because paid and natural search are proving profitable and scalable.
Looking to solidify its online channel to complement its 23-year-old catalog and new storefront, modern home furnishings marketer Chiasso targeted e-mail as the answer. “We’re [primarily] a catalog company, so we need to provide a great book to look through,” says Chiasso E-Commerce Manager Brian Mehler. “But you can’t just send a catalog and hope it does everything. You have to provide customers with different portals. So our e-mail and Web site are our portals.” The Chicago-based company wasn’t seeing the results it had hoped for, however. Open rates stood at 15 percent and the clickthrough rate was 5 percent. Conversion rates were
Industry projections show that just 3 percent of search clicks convert with a purchase; certainly plenty of room for improvement. A recently published whitepaper by Bronto Software, called Beyond The Landing Page: An Introduction to Post-click Marketing, offers up several ways to increase search conversion rates. Below are six of the most useful tips. 1. Be truthful from the start. For longer conversion paths, let consumers know where they are in the path. Clearly display how many total steps there are in relation to their current location in the path. This, the whitepaper authors point out, helps build trust with consumers and lets