Fear of Abandonment – Minimising Shopping Cart Drop Off Rates

Within 90 seconds a consumer has weighed up the hundreds of elements and nuances on a single page of an ecommerce site to reach their verdict. To commit or to abandon, that is the decision. Coordinating the myriad factors and various tidbits that go into influencing this decision to be a favourable one is a mammoth orchestration that conjures up visions of Mickey Mouse in Fantasia. While ecommerce marketers certainly have their work cut out for them, an in depth analysis of the motivations underlying and influencing factors contributing to consumer behaviour in the checkout process highlights areas to focus on in order to minimise the rate of shopping cart abandonment. At its simplest, impacting upon both motivations and behaviour are the bones (server speed, structural design and processes) and the skin, hair and makeup (design, imagery) of the site. All components work together to play into the subtleties of consumer psychology in order to increase the likelihood of conversions. Here follows three considerations in optimising your ecommerce checkout and minimising those pesky abandoned carts. 1. Feel the Tangibility The ultimate challenge of digital marketers is to transcend the confines of the screen and convince the potential customer that the object of their desire is more than a collection of pixels on their monitor; to convince them that you are good for your word. Making the object as tangible as possible by satisfying the main sensory judgement mechanisms available to the consumer (sight and hearing) will go some way to assuage reservations and increase the likelihood of conversion. How is this achieved? Through various vehicles including multiple image angles,...

Australia’s Generous Gen Y’s

Earlier this year we shared with you some interesting stats on Australia’s Baby Boomers in our article What You May Not Know About Baby Boomers. However, now it’s time to give a shout out and a BIG pat on the back to the generous Aussie Gen Y’s (generational group born between 1980-1994) who are making it their mission to give back. Optus RockCorps (a partnership that rewards volunteer work with tickets to exclusive, live concerts with some of the world’s biggest musical acts) has just announced a three year nationwide annual study to examine youth community initiatives in Australia. The first stage looked into how generous are Gen Ys when it comes to charity and volunteer work. Optus RockCorps have shared with us an infographic below so you can see for yourself how generous young Aussies really are. Gen Ys donate more than 192 million hours to Australian charities every year which equates to $3.1 billion annually, making them the country’s most charitable generational group. Those stats may surprise you given Gen Y’s often cop flack for being the generation that is quite self obsessed. Clair Madden (Next Gen’ expert and social researcher) reports that “Once derided as the ‘me’ generation, this research shows that Gen Y is actually very community minded and active volunteers.” Clair also states that Gen Y’s are “Far from being insular and self-focused, Australians in their 20s and early 30s are charitable with their time, have a strong social conscience and see volunteering as a way to create a better society.” and you can see the stats for yourself below in the infographic. Please...
What You May Not Know About Baby Boomers

What You May Not Know About Baby Boomers

We thought we’d share with you this interesting infographic on Baby Boomers in Australia based on some research done by Mi9. Whether Baby Boomers are a focus in your marketing strategy or not, they are a growing demographic in Australia and should not be overlooked. A Baby Boomer is typically defined as someone who was born post World War II between 1946 and 1964. So that makes them between 50 to 67 years of age this year. You may not be surprised that this research shows that around 40% are cashed up with money to burn but perhaps Baby Boomers are a little more savvy than you realised? Please click on the infographic below to view a larger...

Mobile Marketing Trends in 2012

The penetration of smartphone ownership in Australia is one of the highest in the developed world and the numbers are continuing to rise. According to Frost and Sullivan, around 41 per cent of Aussies currently own a smartphone and this number is expected to hit 65 per cent in the next five years*. For most Australians, the mobile phone is rarely out of sight, providing marketers with an almost constant point of contact with their target audience and presenting a range of opportunities to engage on a deeper level than ever before. Consumers can now be targeted with instant offers and promotions, based on factors such as their location, preferences and demographics. With new apps and m-commerce technologies being developed each and every day, mobile is a channel marketers cannot afford to ignore. To gauge how marketers are implementing mobile into their cross channel marketing and advertising strategies, Responsys partnered with Econsultancy to survey the behavior of 650 professionals from around the world. Respondents ranged from both companies (in-house marketers) and supply-side (including agencies and consultants) and the results paint a revealing picture of where mobile sits in the marketer’s list of priorities. Overall, we found that marketers are integrating a range of different mobile channels into their digital strategy, and while this is encouraging, it is also clear that many are missing an opportunity to further engage consumers and maximise revenue potential. Check out our infographic below to find out more and for a few tips in how to become a savvy mobile marketer. * The Frost and Sullivan Australian Mobile Device Usage Trends report 2012 Author Simon...

Is Inbound Marketing In Your Marketing Mix?

Once upon a time, in a land before the digital age, consumers relied on traditional one way methods of marketing (outbound marketing) such as TV, Radio, Billboards for information about products and services. Then in the 90’s this little world of marketing as we new it would be turned on it’s head when the Internet was commercialised and inbound marketing was born. The Internet gave us all CONTROL! There was now a new way to seek out products and services and to do our own research before we buy something. This coupled with the rise of social media meant consumers started to pay less attention to sometimes annoying traditional outbound marketing and used their new powers to become more marketing savvy and seek out products and brands that appeal to them and then also share them with friends and family. Today, as marketers, we need to focus more attention on earning the interest of potential customers and not just relying on being able to ‘buy it’ through traditional marketing. If businesses create interesting and valuable content for readers it creates a positive connection between the consumer and the company, making them more likely to engage with you and buy your products. We’re not saying that outbound marketing is dead, it’s far from it. What we are saying is that businesses need to evaluate the marketing mix so that the best combination of inbound and outbound marketing can be achieved for your business. Here are some of the most common outbound and inbound marketing activities to help you understand the differentiation a little more. Outbound marketing includes: TV ads Radio...
What Everybody Ought To Know About Infographics

What Everybody Ought To Know About Infographics

We all love a good infographic and their popularity is on the rise both worldwide and in Australia. This week in order to honour the humble infographic, we decided to give it a crack ourselves. Not only were we pleasantly surprised at how easy it was, it was also a lot of fun! We hope you enjoy ‘Infographic Mania’ which looks at the popularity of infographics and how you can make one. Feel free to share it around to inspire others to unleash the graphic designer within! Embed and share code: <a href="http://marketing.com.au/infographics/"><img title="Marketing.com.au Infographic Mania" src="http://marketing.com.au/wp-content/mkt-uploads/2012/08/Infographic-Mania_Marketing_com_au_7Aug12-e1344378277365.png" alt="Marketing.com.au Infographic Mania" width="600" height="1500" /></a><a href="http://marketing.com.au">Marketing.com.au</a> Marketing.com.au Embed and share code: <a href="http://marketing.com.au/infographics/"><img title="Marketing.com.au Infographic Mania" src="http://marketing.com.au/wp-content/mkt-uploads/2012/08/Infographic-Mania_Marketing_com_au_7Aug12-e1344378277365.png" alt="Marketing.com.au Infographic Mania" width="600" height="1500" /></a><a...

Building Your Authority

With all of us suffering from information overload and everyone getting louder and louder, how do we find the best people to listen to and learn from? The answer is simple, we seek out people with authority. An authority is someone who is publicly known for being knowledgable or having expertise in their industry. Whether you’re a one man band with a blog or a part of a business, you are an expert in your industry. You may not think you are an expert relative to others in your industry, however, variety is the spice of life and we all need to start somewhere! Any contribution that you see valuable, is likely to be valuable to others. Is there something interesting you’ve done research on that you can share? Or something interesting that you’ve come across? We all know that word of mouth is a powerful thing, we are heavily influenced by the opinions of others. Be confident and share your views with your readers or customers. The more you put yourself out there and demonstrate your strengths the more likely you will be to gain respect and acknowledgement. This in turn will help attract people to your website or business to hear more of what you have to say. There are a variety of ways you can build your authority. Having a blog is one way you achieve this. With the rise in the number of blog sites popping up on the web, more and more people are sharing their views about what they feel passionate about. At the end of 2011, NM Incite (a Nielsen/McKinsey company) tracked...