How to prepare your website for Valentine’s Day

How to prepare your website for Valentine’s Day

How to prepare your website for Valentine’s Day

Posted by Screen Pages on 08/02/2019

With Christmas now well behind us, Valentine’s Day is right around the corner. This type of event is a great opportunity to boost your sales by adapting your communications and your site’s content. Here are some ideas on how to do it.

Targeted Email Promotions

Don’t wait for them to come to you. Use email marketing campaigns to let shoppers know you’re there and ready to help. Segment your list and personalise your emails for better results (e.g. male versus female). The more personal you can make it, the more buyers will feel like you’re talking to them instead of the whole world, and people like doing business with a company that cares about their individual needs.

 

Let your customers know you can fulfil their Valentine’s Day needs

Make your delivery options easy to see from all pages. Be transparent about the timescales for your delivery service and clearly display the final date your shoppers will be able to place an order in time for the 14th of February.

 

Create a Valentine’s Day Category and Landing Pages

Whilst perfume, jewellery and lingerie are always firm favourites, you don’t have to necessarily sell these in order to attract visitors and orders.  Think about some of the products in your catalogue that can be used as gifts for Valentine’s Day. You can pop these into a category and also use them to create dedicated landing pages, bringing together gift ideas for men, women, etc. These pages can be used in your marketing campaigns, newsletters and be made visible on your website’s homepage.

 

Time-Sensitive Offers

Use last-minute specials and promotions to draw in procrastinators. Discounts and bargains are always popular, but these people may be desperate, too. Maybe they can’t decide what to get. Maybe they’re panicked because they waited so long. Consider extras such as ‘free delivery’ or even ‘gift wrap included’. Doing so can help you to differentiate your products from those of your competition.

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Mage Titans 2018 Speaker – Tadhg Bowe

Mage Titans 2018 Speaker – Tadhg Bowe

Screen Page’s very own Tadhg Bowe is a speaker at Mage Titans 2018

Tadhg is a technical team lead, who likes to think of himself as a “jack of all trades, master of one or two”. One thing is certain. He’s a massive fan of Mage Titans!

A passionate supporter of the Magento community, Tadhg is also well known for his sense of humour. Expect more at this year’s event!

Mage Titans 2018 is being held at the Comedy Store in Manchester. Watch out for Tadhg’s presentation, it promises to be short, sharp and sweet. ☺

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Nomination: Amazing Women in eCommerce

Nomination: Amazing Women in eCommerce

Sarah Willcocks, Owner and CEO of Screen Pages has been put forward by YOTPO as a nominee for their Amazing Women in eCommerce initiative.

Girls Inc. and YOTPO are honouring the women shaping the eCommerce space.

For every Nomination, YOTPO  will give a $5 (USD) donation to Girls Inc., who ‘help girls navigate through economic, gender and social barriers’.

Sarah is thrilled and honoured to be put forward for such an award, and hopes that it inspires more women to enter the eCommerce and technology industry.

“We desperately need more women in tech.  Less than 7% of tech positions in Europe are filled by women and yet there is evidence that suggests that diverse R&D and Management teams lead to greater creativity and improved decisions.”

Click here to nominate an amazing woman today and raise money for Girls Inc. 

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Are you looking to commission a new eCommerce site?

Are you looking to commission a new eCommerce site?

Are you looking to commission a new eCommerce site?
Posted by Sarah Willcocks, Screen Pages on 22/10/2018
Are you unhappy with your current website or not getting the service you want from your current supplier? Whether you are an MD, eCommerce Manager, Marketing Director or Business Owner, choosing the right platform and agency could make the difference between the success or failure of your online business.
At Screen Pages, we have helped over 300 companies build their brands online and as a result, have seen it all.

We don’t pretend to have all the answers, but we can help you to avoid some common mistakes and misapprehensions when it comes to deciding what is right for your business.

Below is a list of the top 5 mistakes merchants make when commissioning a new site:-

 

1/ The cheaper, the better

 

Warren Buffett, who’s widely considered one of the greatest investors of all time, says that the most important thing when it comes to thinking about money is opportunity-cost.

If you have a certain budget for your new site you’ll need to allocate it in a number of different ways:-

  • Platform license fee
  • Design fees
  • Development fees
  • Project Management fees
  • Testing fees
  • Ongoing hosting and support fees

Often the instinct is to try and keep costs to a minimum by  choosing the cheaper options such as low cost platforms (Woo Commerce, Shopify, etc), agencies with low day rates, or cheap and cheerful hosting solutions.

It is easy to think that if you pay less for certain things, you will have more money left to spend on other things. However, are you going to get the best return on your investment if you do so, and is it going to cost you more in time and money in the longer run?

For example, if you hire the agency with the cheapest prices, is it going to take them longer to deliver results? Why are their day rates so cheap? Do they have the skills needed to do a professional job? Will your project be delivered late as a result and cost you money in lost sales?

Another thing merchants don’t consider when going the cheaper route is the value of their own time. Time is money so consider how much time you are going to have to spend on your project if you don’t make the right choices for your site.

The best example is Ikea. The reason they are able to charge so little for their furniture is they effectively pass on much of the work that other furniture manufacturers would do, to their customer.

Once you have chosen your new bed, you have to pick it, pack it, deliver it and assemble it yourself. Clever. In addition, most of us are not professional flatpack assemblers therefore the quality and the output is not going to be as good as it looks in the catalogue or showroom. How many times have you put the wrong screw in the wrong hole or found out that you don’t have the right tool to do the job properly?

It is precisely for this reason that a whole industry of services has grown up around Ikea that can provide you with anything from delivery/collection to assembly of their products. Ironically, by the time you have paid for the product and the services, Ikea furniture is not that good a deal anymore.

That metaphor applies to website design and build so make sure that you hire a professional agency that knows about user journeys, personas, conversion ratios, integration, security, performance, online marketing, etc. If the agency you choose does not have these skills, you are going to have to fill these gaps yourself or pay someone else to do so.

2/ Thinking you need to spend more for better quality

 

This is the exact opposite of mistake #1. Spoiler alert! What most people don’t realise is that all websites are made from the same stuff. On the front-end it’s all just CSS, HTML and JavaScript.

If you go to Apple.com, Facebook.com, Amazon.com, any website on the web, and you look at the source code, it’s just CSS, HTML and JavaScript. The HTML is the content, the CSS gives it design and structure, and the JavaScript gives it interactivity. That’s it.

A lot of people think they should hire a very large and expensive agency for their website because bigger means more successful and better right? Wrong. Bigger means bigger that’s all.

So, when you’re choosing an agency, the size of the agency is not what matters but the quality of their work is.

Do you like the quality of their portfolio? Have you taken references? What are their customers saying about them? Are they experts in their field?

For example, all Magento Solution Partners need to meet certain criteria to become a Magento partner. Make sure you choose a qualified and trained Magento Solution Partner but the biggest is not necessarily the best or right fit for you.

3/ Thinking you need an agency that is famous for design

 

The problem with this approach is that a lot of ‘designers’ are only concerned about the aesthetics of a site. Does it have that wow factor? Is it really cool? Is it trendy? All good stuff but not really the primary purpose of an eCommerce site.

If you’re running a commercial enterprise, the purpose of the website is to make money. And the only thing you should judge a website by is, ‘does it bring in more money?‘ Otherwise, what’s the point of getting it? Right?

What a professional agency does when working with clients is identify:

  • Who are the different types of people coming to the site?
  • What are they looking for?
  • What’s the next step that they want to take?
  • How can we get them to place an order?
  • How can we get them to come back again?

Defining those variables is the process for converting leads into customers.

And that’s marketing. At Screen Pages, we do marketing first and design second.

4/ Not taking into consideration how you will use the site once it’s built

 

Most people, when they’re buying the website only think about the front-end. They think about its appearance, and they don’t really think about the ease of use or the number of hours or frustration it would take to edit and update the site.

The usability of the website for you and your employees is a crucial consideration when choosing the right platform and agency.

At Screen Pages, we recommend Magento because it comes out of the box with rich, easy to use content management marketing and merchandising capabilities designed for merchants, not techies.

In addition, we design and build sites taking into consideration how they intend to be used moving forward to make it easier for merchants to focus on the task of growing their traffic and orders.

So ask if you can look through the backend of one of their sites to see how easy it is for you to edit and update because that should definitely factor into your decision.

5/ Not doing your due diligence

 

Take references! Look them up on Google and LinkedIn. See what people are saying about them and if that resonates with you.

Check out their sites on mobile. Mobile is now the primary source of traffic for most eCommerce sites so their credentials and capabilities in this area are crucial.

Find out what kind of support they can give you after your site has been built. The reality is that you are going to want to change and update your site almost as soon as it has been built so you need to understand what kinds of services you can expect to receive going forward.

To conclude, choosing the right platform and agency is a difficult process but getting it right could save you a lot of money, sweat and tears in the long run. Start by choosing an agency you know has the right skills, expertise and approach.

If you choose the right agency, they will advise you on the best platform, hosting, support contract, etc to suit your business. If you choose the wrong agency, all of those decisions are at risk.

For more information and advice, give us a call on 01932 359160 or email us at info@screenpages.com

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eCommerce benchmarks Oct – Dec 2017

eCommerce benchmarks Oct – Dec 2017

eCommerce benchmarks Oct – Dec 2017

Posted by Screen Pages on 28/02/18

Check out the latest quarterly eCommerce benchmark data regarding visitor sources and behaviour on conversions for retail eCommerce websites.

The businesses indexed are limited to multichannel retailers whose online sales range up to £15m per annum with average order values of £136. Their websites are all built on the eCommerce platform Magento. In aggregate, this latest report tracks the behaviour of 5.2 million website visitors across 19 businesses.

Online retailers whose data was benchmarked include Margaret Howell, Bella di Notte, Christopher Ward, Donald Russell, Loake Shoes, Micro-Scooters, Van Dal Shoes, Force 4, Moss Europe, the RSPB, Really Wild Clothing, Salter and This Works.

The data includes statistics regarding traffic sources and mobile usage, website engagement & conversion rates.

Overall KPIs 1st Quartile 3rd Quartile Average
Average order value £43.57 £191 £136.22
£ per visit £1.21 £2.38 £2.11
Conversion rates 0.94% 4.18% 2.72%
Engagement/bounce 1st Quartile 3rd Quartile Average
Bounce rate 33.55% 55.48% 44.83%
Home page bounce 12.95% 17.82% 18.90%
Traffic sources = organic search 1st Quartile 3rd Quartile Average
% of visits 29% 51% 43%
Bounce rate 30% 46% 40%
Conversion rate 0.86% 4.01% 2.29%
Traffic sources = paid search 1st Quartile 3rd Quartile Average
% of visits 5% 27% 16%
Bounce rate 32% 66% 48%
Conversion rate 0.8% 4.79% 3.52%
Traffic sources = email 1st Quartile 3rd Quartile Average
% of visits 5% 21% 15.8%
Bounce rate 35% 44% 40%
Conversion rate 1.25% 3.95% 3.56%
Traffic sources = direct 1st Quartile 3rd Quartile Average
% of visits 12% 19% 16%
Bounce rate 41% 56% 49%
Conversion rate 0.8% 5.09% 2.64%
Traffic sources = referrals 1st Quartile 3rd Quartile Average
% of visits 5% 11% 9%
Bounce rate 35% 50% 44%
Conversion rate 0.91% 2.53% 3.27%

Stand-out out figures

  • Overall conversions averaged at 2.72%, ranging from 0.36% to 9.13%.  This represented an increase on the previous 3 months due to Christmas trading.
  • The average £ per visit was £2.11 (also due to Christmas trading).
  • Email remained the best source of revenues, converting at 3.56% on average, but only just compared to paid search which converted at 3.52% on average. Two businesses included in the sample had at least 50%+ of their traffic from email, with one of those enjoying conversion rates of 10.44%.  The highest conversion rate for email was 13.22%.
  • Paid search produced an average of 16% of all visits, converting at 3.52%. Four businesses enjoyed conversion rates on paid traffic of well over 5% with the highest being 11.08%.
  • Bounce rates (as a measure of engagement) showed a large gap between home pages (which get a lot of marketing attention) and all other pages: 18.9% versus 44.83%).  Three merchants had bounce rates of over 60% on other pages which indicates a requirement for more engaging content throughout the site as a significant amount of traffic comes directly into category and product pages.
Desktop usage 1st Quartile          3rd Quartile          Average     
Bounce on desktop % 31.88% 49.64% 42.37%
Conversion on desktop % 1.32% 5.69% 4%
Tablet usage 1st Quartile 3rd Quartile Average
Bounce on tablet % 37.96% 45.68% 42.92%
Conversion on tablet % 0.8% 4.49% 2.9%
Mobile usage 1st Quartile 3rd Quartile Average
Bounce on mobile % 39.39% 60.48% 50.7%
Conversion on mobile % 0.33% 1.06% 1.1%

Standout figures

Bounce rates remain lowest and conversions highest on desktops which is no surprise.  However, conversion rates on mobile continue to rise with three businesses were seeing conversion ratios in excess of 3% (compared to 2% in the previous 3 months) with the highest being 3.7% which is significantly higher than the average conversion rate of 2.72% across all merchants in the sample.

By Sarah Willcocks, CEO

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Qubit – Deliver highly persuasive personalisation

Qubit – Deliver highly persuasive personalisation

Qubit – Deliver highly persuasive personalisation

Posted by Screen Pages on 26/06/17

A digital personalisation platform for building lasting customer relationships.

Qubit is the innovator of persuasive personalisation at scale. We help brands ensure their customer experience remains a powerful point of differentiation in a constantly shifting market.

By combining rich customer data, deep learning technology and advanced segmentation capabilities, our Customer Influence Engine enables precise targeting of a wide range of personalisation’s – so businesses can reach the right visitors at the right time, at scale – to drive sales and loyalty.

Qubit will help you

  • Boost conversion rates and lower acquisition costs
  • Drive increased loyalty and retention
  • Improve marketing efficiency
  • Optimise up-sell and ancillary sales
  • Join the dots between web, email, call centre and mobile journeys
  • Understand your visitors’ behaviours, and their opinions

The Qubit solution

Lasting customer relationships are built on more than a single fleeting interaction. Modern expectations are about building strong relationships with your customers across their entire journey through targeted, tailored personalised experiences.

To accomplish this, companies need a tool that combines visitor insight, targeting and experience delivery.
Qubit’s platform encompasses broad data collection for unparalleled customer understanding, a deep learning system enabling precise segmentation and a broad variety of experience types for influential customer interactions.

Compelling interactions – Creating influential personalisation’s

The Customer Influence Engine uses a deep learning system to find influence signals from within your customer data. With advanced micro-segmentation, adaptive targeting that makes sure every segment is always up to date, and machine learning at work to identify new visitor groups to target, you can ensure that the personalisation’s you create are precisely targeted for maximum impact.

Precise segmentation – Identifying the best audience

With Qubit, you can then put this insight to work, reaching your best customers with the most impactful personalisation’s. From basic content placements like on-page banners through to scalable, segment-aware, ongoing programmatic experiences like abandonment recovery or targeted recommendations, you have the widest range of personalisation experiences to successfully influence customer behaviour at scale.

Reliable ROI – Uncovering the value of personalisation’s

Throughout the Qubit platform, you have access to customer, experience and segment data for analytics – both in-context and via your own BI tools – and see the real value Qubit can deliver. Our data shows that personalisation’s using Qubit to target specific customer segments produce a 50% increase in revenue, and those that are geared to behavioural change are over 7x more effective in increasing conversion rate.

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