Ronn Torossian, CEO, 5WPR
Between Wonder Woman and Superman, who’s the most popular superhero of all time? According to Entertainment Weekly, it’s Wonder Woman. Comicbook would argue that it’s Superman. With the heightened popularity of Ecommerce, brands are seeking superheroes, too, to direct more consumers their way and increase ROI. In the absence of capes and super powers, these tips may help.
Maintaining Buyer Attention
One thing that has become crystal clear during the pandemic is that consumers have shorter attention spans. This means making the consumer journey as easy and pain-free as possible is more important than ever. Whatever can be done to streamline the buyer journey will be rewarded by customers who return again and again. It should also reduce the number of abandoned carts.
More Tips and Tricks
As Alexei Orlov of MTM has said, “Universal tracking is critical for companies whose brands are offered on other websites, channels and social media platforms in addition to theirs. This is the only way to measure and monitor each one’s results. It’s also invaluable in helping CMOs determine where to adjust their marketing and content strategies.”
Video and/or pictures continue to be popular. Each image is still worth the proverbial thousand words and the right combination can tell a compelling story. When appropriately combined, it should flow seamlessly like a storyboard and either lead viewers to act or learn something. Infographics are also helpful.
Repetition and reinforcement remain important. Whenever consumers think of a product group, the brand should be the first thing that pops into their minds. This is where applying consistent content plays a significant role in making the brand stand out from the competition.
Test and Measure
Retarget ads with current and former customers. It often works for the latter audience. It can also bring back customers who abandoned their cart for one reason or another, especially if an add-on or special offer is included. Above all, include A/B testing for all content to ensure that the messaging is effectively reaching the target audience.
Another reason for universal tracking is that it not only helps measure ROI. It also lets marketers know which channels or platforms are appealing best to consumers. Knowing this will help decide where to focus and also where to trim or cut when budgets are tight.
Good Ratings Drive Trust
Some experts believe brands should strive for 50 good reviews to build trust and consumer confidence. Although 5.0 is considered a perfect rating, a Northwest University study said many consumers find it “too good to be true” and dismiss such scores. The suggested target is 4.2 to 4.5 and are particularly important for higher-priced items. Under 4.2 can result in lower sales. An earlier PowerReviews analysis also shockingly revealed that 82% of consumers polled purposefully searched for negative reviews.
Tell the World
Brands that generate good reviews must also share their good news. Next to recommendations from family and friends, positive reviews drive sales. Negative reviews aren’t necessarily bad and shouldn’t be dismissed. They should be dealt with immediately with the objective of satisfactorily resolving the customer’s issue. Handled right and with empathy, it can result in a positive comment from the customer which can be even more powerful and credible than an initial positive review.