Warning: this is a rant post.
I’m starting to wonder if there’s any other kind for me.
Today’s topic of choice: the new trend of online businesses removing email support from their websites.
You read right.
Cross-selling and up-selling on a digital platform is something that has only recently been taken seriously by online business owners. Eight years ago, only about 24% considered up-selling. That’s a criminally tiny percentage, considering the profit potential that cross-selling and up-selling boasted even back then.
Reading that particular percentage made me wonder if business owners truly understand the ideas behind cross-selling and up-selling. Sure, there are now those who implement some form of them on their shopping carts, but I would guess that there are more who don’t understand why they work.
Most business owners know what loyalty programs are. Too few actually implement them. Even less use programs that customers aren’t tired of seeing.
I have a problem with that.
At worst, a customer confronted with a loyalty program that they’ve seen too many times before can feel burdened. It’s almost like you’re requesting them to do extra things that other businesses have asked them to do, too. And before you.
The solution? A unique loyalty program.
By now, we’ve all wound down from the holiday season rush.
That doesn’t mean that we can sit back and relax, though.
This recession means that a rough road lies ahead for some business owners. For them, coming up with strategies to attract prospects is still at the top of their wish lists.
I know that there are business owners who tried bundling during the holiday season to keep up with comparable offers from competitors or competitors who just plain offered free shipping. I’m sure that profits were made. But now, those same business owners are probably back the …Read More
Yesterday, I gave you a few reasons why welcome emails shouldn’t be dismissed.
Today, I’d like to provide some practical tips for those who already utilize welcome emails.
That’s straightforward enough, right?
Well, not really.
Some of these tips may require you to look at welcome emails in an entirely different light. It might even be easier for you to disregard everything that you’ve done up until this point.
In 1999, The American Institute of Certified Public Accountants released some research about security and ecommerce after customer information was compromised on certain popular websites. I can already hear you questioning its relevance in 2009. But before you dismiss it, you should know one thing: it’s just as applicable today as it was then. Some may say that it’s even more so.
Take this excerpt:
“Consumers are looking for better ways to research and buy online, all the while requiring a reasonable amount of assurance and trust that the sites are safe and secure and that their information is …Read More
These are troubling economic times. That much can’t be denied. Consumers feel the pinch as they find that it costs more to buy things. But now businesses are hurting, too. It’s also expensive to sell things.
Skyrocketing fuel costs have turned consumers to the Internet for their shopping needs. After all, it can be easier, quicker and cheaper to order something online if you find a good price and if shipping is cheap or even free. But therein lies the problem. While expensive gas has made shopping on the Internet more attractive to fuel-conscious consumers, it’s also made the …Read More
Many business owners erroneously believe that gathering information about target markets is enough to build their buyer persona marketing arsenal. Not so! Think of getting to know buyer personas as slicing through a cake- you can’t cut a perfect piece without cutting through all the layers first.
The usual marketing questions don’t suffice when creating buyer personas. Using educated guesses can have your marketing team working overtime and just plain guessing can leave you confounded. While knowing certain descriptors of your target market (age, sex, location) can get you started in the right direction, you’ll need to go that …Read More
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