Learning Zone Archives

Glossary for Ecommerce

In the rapidly evolving landscape of ecommerce, it’s crucial to have a solid understanding of industry terminology and strategies for success. This glossary for Ecommerce delves into key terms, offering insights into the intricacies of online retail. From cutting-edge technologies like augmented reality to essential strategies like conversion rate optimisation, each term reflects a crucial aspect of the dynamic world of ecommerce.

Ecommerce Glossary:

Term	Definition
Augmented Reality (AR)	Integrating digital elements into the real-world shopping experience, providing interactive and immersive product engagement.
Abandoned Cart Recovery	Strategies to re-engage customers who have added items to their online cart but left before completing the purchase, reducing cart abandonment rates.
Affiliate Marketing	Performance-based marketing is where businesses reward affiliates for driving traffic or sales to their website expanding reach through partnerships.
API (Application Programming Interface)	A set of rules allowing seamless integration between ecommerce platforms and third-party services, enhancing functionality and connectivity.
Bounce Rate	The percentage of visitors who navigate away from a website after viewing only one page is a metric used to gauge website engagement and user interest.
Call to Action (CTA)	Prominent prompts on a website encourage visitors to take specific actions, such as making a purchase, signing up, or exploring products.
Chat Commerce	Utilising chat platforms, chatbots, or live chat for customer interactions, product recommendations, and purchase assistance, enhancing real-time customer engagement.
Conversion Rate Optimisation (CRO)	Strategies and techniques aimed at improving the percentage of website visitors who complete desired actions, such as making a purchase, and enhancing overall conversion efficiency.
Cross-Selling	Recommending additional products to customers based on their current selection, encouraging them to purchase complementary items and increasing average order value.
CTR (Click-Through Rate)	A metric representing the percentage of users who click on a specific link compared to the total number of users who view a page, measuring the effectiveness of online campaigns.
Dynamic Pricing	Adjusting product prices in real-time based on factors such as demand, competition, and customer behaviour, optimising pricing strategy dynamically.
Ecommerce Platform	A software solution allowing businesses to build, manage, and operate online stores, providing a foundation for digital commerce.
EDM (Electronic Direct Mail)	Email marketing campaigns that deliver promotional content and updates directly to subscribers are a powerful tool for customer engagement.
Fulfillment Center	A facility where ecommerce orders are received, processed, and shipped to customers, ensuring efficient order fulfillment.
Geotargeting	Delivering personalised content, promotions, or advertisements based on the geographic location of the website visitor, enhancing relevance.
Headless Commerce	Decoupling the front-end presentation layer from the back-end ecommerce functionality, providing flexibility and customisation options.
Influencer Marketing	Collaborating with individuals with a significant online following to promote products or brands, leveraging influencer reach for marketing purposes.
Keywords	Specific words or phrases relevant to products or services crucial for search engine optimisation (SEO) and driving targeted traffic.
KPI (Key Performance Indicator)	Metrics used to measure the success of ecommerce strategies, such as conversion rates, average order value, and customer lifetime value.
Live Streaming Commerce	Broadcasting live video sessions showcasing products and allowing viewers to make purchases in real time, enhancing interactive shopping experiences.
Merchandise	Products available for sale encompass the entire range of goods offered by an ecommerce store.
Mobile Commerce (mCommerce)	Ecommerce transactions are conducted via mobile devices, emphasising mobile-friendly design and user experience.
Omnichannel Retail	Providing a seamless and integrated shopping experience across various channels, including online, in-store, and mobile.
Open Rate	The percentage of email recipients who open a marketing email, measuring the effectiveness of email campaigns.
Personalisation Engine	AI-powered systems that analyse customer data to deliver personalised product recommendations, content, and shopping experiences.
Progressive Web App (PWA)	Web applications provide a native app-like experience, enhancing speed and usability for mobile users.
QR Code Payments	Enabling customers to make payments by scanning QR codes simplifies checkout.
Recurring Billing	Charging customers on a regular and predefined schedule is common for subscription-based ecommerce models.
Retargeting	Displaying ads to users who have previously visited a website but did not make a purchase, encouraging them to return and complete a transaction.
Search Engine Optimization (SEO)	Strategies and practices to improve a website’s visibility in search engine results, driving organic traffic.
Subscription Box Model	Offering products to customers on a recurring basis through subscription plans, often with a curated selection.
UI (User Interface)	A website or application’s visual elements and design focus on creating a user-friendly and aesthetically pleasing experience.
Upselling	Encouraging customers to purchase a higher-priced or additional item increases the overall value of the sale.
UX (User Experience)	A user’s overall experience when interacting with a website or application encompasses design, navigation, and overall satisfaction.
User-Generated Content (UGC)	Content created by customers, such as reviews, images, or testimonials, to build trust and authenticity.
Virtual Try-On	Allowing customers to digitally try on products, such as clothing or accessories, before making a purchase.
Webrooming	The practice of researching products online before visiting a physical store to make the purchase.XSS (Cross-Site Scripting): A security vulnerability where attackers inject malicious scripts into websites, emphasising the importance of robust ecommerce security.
Yield Management	Adjusting prices based on demand and inventory levels to maximise revenue and profit.
Zero-Day Delivery	Offering same-day delivery services, meeting the growing demand for fast and convenient shipping options.

As the ecommerce landscape continues to evolve, mastering these terms and concepts is essential for businesses aiming to thrive in the competitive online marketplace. This glossary for Ecommerce provides a comprehensive overview of the language and strategies that define the world of ecommerce.

BIO

Kelly Slessor, is an Ecommerce Coach and a digital marketing expert. Passionate about retail, hospitality and retail service providers. As the founder and CEO of Shop You, an AI powered personalised virtual shopping mall she has spent 20 years building retail technology that responds to customer needs, drives conversions and increases revenue. Over the past year she has worked with over 1000 retailers and hospitality providers. If you want discover more about digital growth and optimisation, work with me.

AI for Retail Glossary

In the dynamic retail landscape, artificial intelligence (AI) has emerged as a transformative force, reshaping how businesses operate and interact with customers. This AI for Retail Glossary aims to provide insights into the evolving terminology and technologies that drive innovation in the retail sector. From algorithms and anomaly detection to voice search and web scraping, each term reflects a crucial facet of how AI is integrated into various aspects of retail operations.

AI for Retail Glossary:

Term	Definition
Algorithm	Instructions and rules that enable AI systems like ChatGPT to learn, adapt, and make decisions.
Anomaly Detection	Identifying unusual patterns in data that may indicate issues such as fraud or irregularities.
Automated Messaging	Utilising chatbots and virtual assistants powered by AI to communicate with customers, providing instant support and information.
Cognitive Search	AI-driven search engines that understand natural language queries enhance users’ search experience.
Content Generation	Using AI to create compelling product descriptions, engaging social media posts, and other textual content.
Customer Data Platforms	Platforms that consolidate customer data from various sources, enabling personalised customer experiences.
Customer Lifetime Value	AI predicts the future value of customers based on their past behaviours and interactions.
Customer Segmentation	Grouping customers using AI algorithms to target marketing campaigns more effectively.
Demand Forecasting	AI algorithms analyse past sales data to predict future demand, aiding in inventory management.
DALL-E	An AI system that generates images from textual descriptions, fostering creative content creation.
Digital Twins	AI-driven simulations of physical stores are used for modelling changes and improvements.
Facial Recognition	AI technology that matches faces to identities is often used for security and personalised advertising.
Federated Learning	Distributing AI training across devices to preserve privacy while improving model performance.
Fraud Detection	AI algorithms spot fake accounts and identify suspicious patterns, helping prevent fraud.
Intelligent Order Management	Using AI to optimise and automate order fulfilment processes, enhancing efficiency.
Intelligent Pricing	AI-enabled dynamic pricing that adapts based on competitors, demand, and other factors.
Inventory Optimisation	Minimising overstocking and shortages through AI-driven inventory management.
IoT (Internet of Things)	Connected in-store devices, such as smart mirrors, provide valuable shopper data.
Knowledge Graphs	AI-created databases linking products, customers, and content, facilitating comprehensive insights.
Lifetime Value Prediction	AI forecasts the future value of customers based on historical data and behaviour.
Localisation	Adapting marketing content for specific locations using geo-data, enhancing relevance.
Logistics Demand Forecasting	Predicting shipping needs using historical data and optimising supply chain logistics.
Loss Prevention	AI tools are designed to prevent retail loss due to fraud or theft.
Loyalty Programs	AI optimisation of customer loyalty programs and personalised rewards.
Machine Learning	AI systems that self-improve through experience without explicit programming.
Natural Language Processing	Enabling AI systems to understand and process human language.
Neural Networks	AI systems are loosely modelled on the neural structure of the human brain.
Personalisation	Using AI to tailor content, recommendations, and pricing on a per-customer basis.
Predictive Maintenance	AI predicts equipment failures before they happen, reducing downtime and maintenance costs.
Replenishment	AI optimisation of inventory ordering quantities and timing, ensuring efficient supply chains.
Retail Analytics	Data analysis and business intelligence facilitated by AI provide valuable insights.
Retail Chatbots	AI-powered conversational interfaces are used for customer service and engagement
Sentiment Analysis	Determining emotion and sentiment in customer content through AI analysis
Supplier Relationship Management	AI optimisation of retail supply chain relationships for efficiency and collaboration.
Text and Image Recognition	AI identification of images, video, and documents, enhancing content understanding.
Voice Search	AI speech recognition allows voice-controlled shopping experiences for customers.
Web Scraping	AI tools that scrape data from websites provide valuable information for analysis and decision-making.

As the retail landscape continues to evolve, the integration of AI technologies is composed to redefine customer experiences, optimise operations, and drive innovation across the industry. This AI for Retail glossary serves as a comprehensive guide to navigating the intricate world of AI in retail.

BIO

Black Friday Checklist 2023

Black Friday Checklist for Retailers 2023: Getting Ready for the Shopping Frenzy

Can you believe that Black Friday is only 5 weeks away? Where has this year gone?

It’s that time of the year when the shopping frenzy begins, and if you haven’t locked in your Black Friday plan, it’s not too late to start.

Here’s why it’s essential to prepare and some key things you can do to make the most of this peak sales season.

Unlocking the Black Friday Opportunity for Retailers

This year, 62% of Australians will grab a Black Friday bargain, and with the economic downturn, customers are literally waiting for it. This presents a golden opportunity to expand your customer base as shoppers actively search for the best value.

Preparing for Black Friday Success

To unlock the Black Friday opportunity fully, planning and executing your strategy meticulously is crucial. This includes offering appealing discounts, optimising your website for a seamless shopping experience, and ensuring top-notch customer service. Black Friday is not just about sales; it’s about delivering value, building trust, and positioning your brand for long-term success.

Insights from the Ecommerce Pros

We recently had a valuable Black Friday Planning Session with Lauren Cantwell, Head of Ecommerce at Cue.co. She shared a crucial insight: “Layering the offer and having key messages based on multiple offers get the highest engagement.” This strategy can set you apart during Black Friday, so it’s something to keep in mind.

Getting Ahead with Your Retailer's Black Friday Checklist

If you want to get ahead of the game, here are some key steps you can take:

1. Focus on Growing Your Email Database

A robust email list is a powerful asset. Refresh your pop-ups to ensure they are attractive to your customers. Good pop-ups can convert at around 5%. Make sure your pop-up content aligns with key moments, such as Black Friday, to boost your conversion rate. You can also consider using User Generated Content (UGC), Spin to Win, or offer a Gift with Purchase to sweeten the deal. Let’s dive into these pop-ups:

User-Generated Content (UGC) Pop-ups: Building Trust and Fresh Content

Encouraging your customers to share their experiences and reviews through UGC pop-ups can be a game-changer for your online store. Here’s why:

Building Trust: UGC is a powerful tool for building trust. When prospective customers see real people sharing their positive experiences with your products, it adds authenticity to your brand. Shoppers are more likely to trust the opinions of their peers over traditional advertising.
Authentic Content: UGC generates fresh, authentic content for your website. This content is invaluable for several reasons. First, it keeps your website up to date with real, user-generated experiences. Second, search engines love fresh content, which can positively impact your SEO. Third, UGC can be repurposed for marketing materials, social media posts, and more, saving you time and effort in content creation.

Spin to Win Pop-ups: Adding Fun and Data Collection

Spin to Win pop-ups are a fantastic way to inject some fun and excitement into your website. Customers not only enjoy the chance to win discounts or special offers, but you’ll also reap the benefits of valuable data collection:

Customer Engagement: The interactive nature of Spin to Win pop-ups captures your visitors’ attention. It creates a sense of gamification, making the shopping experience more enjoyable and memorable. This heightened engagement can increase conversions as visitors are more likely to purchase when they feel entertained.

Data Insights: Every spin provides an opportunity to gather data about your customers. You can collect email addresses, preferences, and other valuable information that can be used for future marketing campaigns. This data helps you understand your audience better, tailor your offerings, and improve customer retention.

Gifts with Purchase Pop-ups: Attracting and Retaining Customers

Offering gifts with purchase pop-ups is a brilliant strategy to attract and retain customers. Here’s how it works:

Enticement to Buy: Customers are naturally drawn to freebies. When you offer a free gift with a purchase, you provide an additional incentive for customers to make a buying decision. This can be especially effective during events like Black Friday when shoppers are actively seeking value.
Brand Loyalty: Providing gifts with purchase enhances the perception of your brand. Customers not only appreciate the value they receive, but they also feel valued by your brand. This positive experience can lead to increased brand loyalty, repeat purchases, and word-of-mouth recommendations.

Incorporating these types of pop-ups into your ecommerce strategy can significantly impact customer engagement, trust, and conversion rates. They add an interactive and value-driven dimension to the online shopping experience, making your brand more memorable and enticing to consumers.

Implementing Lead-Generation Campaigns with Facebook Ads

In the ever-evolving landscape of ecommerce, effective lead-generation campaigns are key to growing your database before the peak sales season. Among the various strategies to capture and engage potential customers, utilising Facebook ads stands out as a powerful and versatile approach.

Think about your offer:

Using competitions, giveaways, or downloadable resources like guides and checklists in lead-generation campaigns is a savvy strategy to foster audience engagement and expand your database. These incentives create a win-win scenario: the leads have a chance to win exciting prizes or access valuable resources while you, in turn, gain their contact information for future marketing efforts.

These incentives create a win-Competitions and giveaways generate immediate excitement and encourage participation, attracting individuals who might not otherwise have engaged with your brand. On the other hand, downloadable guides and checklists provide a longer-term value, positioning your business as a knowledgeable resource.

Whether it’s the thrill of competition or the allure of valuable content, these tactics effectively pique the interest of potential customers and serve as a foundation for meaningful, ongoing relationships

Use Lead Generation Ads:

Facebook offers a specific ad format known as “Lead Ads.” These are designed to simplify the sign-up process. A pre-filled form with their contact information (such as name and email) appears when a user clicks on your Lead Ad. Users can submit this information with just a couple of taps or clicks, making the process incredibly convenient and user-friendly.

2. Walk Through Your User Journey on Mobile

In today’s mobile-centric world, approximately 70% or more of your customers will visit your website via their mobile devices. To ensure a seamless mobile shopping experience, pick up your phone and walk through the purchase process.

Identify what’s working and what’s not. Often, your website looks and functions differently on mobile. Optimising the mobile experience is crucial as you head into the peak sales period.

The Customer’s Perspective:

To understand what your customers experience on your mobile site, stepping into their shoes is crucial. Picking up your own phone and walking through the entire purchase process is the most effective way to gauge the user experience. This hands-on approach allows you to identify what’s working smoothly and what’s causing friction.

Uncovering Challenges:

During your mobile journey, you may uncover several challenges. These could include issues related to user interface design, page load times, checkout processes, and the overall responsiveness of your website on mobile. Identifying these challenges is the first step toward addressing them and ensuring a more user-friendly experience.

Responsive Design:

Websites often look and function differently on mobile devices compared to desktops. Responsive design, which adapts the layout and content to fit various screen sizes, is key. By optimizing your site for mobile, you ensure that every element, from product images to navigation menus, displays correctly and functions smoothly on smaller screens.

Speed Matters:

One of the primary factors impacting the mobile user experience is page load speed. Mobile users have less patience for slow-loading pages. Optimizing your website for mobile involves compressing images, leveraging browser caching, and minimizing HTTP requests to enhance load times. Check your website speed here.

Mobile Checkout:

The checkout process on mobile should be streamlined and user-friendly. Cumbersome forms, unclear navigation, or payment processing hiccups can lead to cart abandonment. A smooth mobile checkout process is essential to maximizing conversions.

3. Plan Ahead with a Clearly Documented Strategy

Black Friday can be the craziest time of the year for retailers. Take the pressure off by having a well-documented plan. But don’t fret if you haven’t had time to create one; we’ve got you covered!

Download our Black Friday checklist to help you stay on track and make the most of this exciting shopping event.

Black Friday is fast approaching, and with the right preparations, it can greatly boost your business. Don’t miss out on this opportunity to engage with your customers, offer fantastic deals, and grow your business.

Download our Black Friday checklist today and get ready for a successful Black Friday 2023.

BIO

Benefits of AI Tools in Ecommerce

I was lucky to be interviewed by Prospa, and we talked about the benefits of AI tools in Ecommerce and how using AI can help your business retain a competitive advantage, save you money and time, and boost your brand.

As an ecommerce coach deeply involved in the retail and ecommerce landscape, I understand the pivotal role that AI tools play in catapulting retailers to success.

Here are several reasons why retailers can’t afford to ignore the technology…

Unlocking Efficiency through Automation in Ecommerce

The introduction of AI tools ushers in a new era of efficiency. With manual tasks being automated, our small teams can redirect valuable time spent on administrative work towards high-value activities. This shift allows us to focus on strategies, innovation, and nurturing customer relationships, driving growth and differentiation in our competitive landscape.

Streamlining Ecommerce Operations and Scaling Effectively

For understaffed businesses, scaling operations is often a daunting challenge. AI lends a helping hand, enabling small teams to achieve results equivalent to those of larger teams. This amplification of our productivity allows us to handle larger workloads and tasks, ultimately driving efficiency and growth.

Meeting Evolving Consumer Expectations

Consumer preferences continuously evolve, and AI plays a pivotal role in meeting these expectations. It offers the ability to deliver personalised and seamless experiences. For smaller retailers to remain competitive and relevant in a dynamic market, adapting to these AI-driven experiences becomes essential. Failure to adapt might render us seemingly outdated compared to our tech-savvy counterparts.

Gaining a Competitive Edge as Early Adopters

Early adoption of AI tools provides a distinct advantage. As retailers embrace AI, they pave the way for a first-mover benefit. The longer we delay integrating AI solutions, the more challenging it becomes to close the AI gap with competitors who are leveraging these tools to drive innovation and market leadership.

Harnessing Ecommerce Insights for Informed Decision-Making

Data holds the key to strategic decision-making. AI enables the identification of trends and patterns that might otherwise go unnoticed. Small businesses lacking AI capabilities often experience data blind spots, hindering their ability to make data-driven, informed choices. This disparity empowers better-informed rivals to make strategic moves, leveraging insights unearthed by AI analytics.

Recent developments have made AI more accessible than ever for small businesses, even those with limited resources. Embracing AI tools becomes a game-changer in navigating the competitive landscape, driving growth, and ensuring our businesses thrive in an increasingly technology-centric environment.

"Small businesses don't need dedicated IT experts to implement AI thanks to user-friendly no-code platforms. Intuitive no-code tools allow non-technical users to benefit from AI without specialised coding skills. Small teams can leverage AI without expensive technical staff."

Boost your visibility and ecommerce brand

Australian businesses are actively harnessing the power of AI, propelling their operations to new heights of efficiency and productivity. Here are several examples of Australian businesses cashing in on AI:

Elevating Ecommerce Efficiency: A renowned crystal shop embracing AI writing tools dramatically slashed the time dedicated to crafting product descriptions. What used to be a full day’s task now takes just a single hour. This newfound efficiency enables the business to focus more on customer engagement, product innovation, and business expansion.

Transforming Consultancy Services: A marketing consultant experienced a significant transformation in their workflow by integrating AI technology. They successfully leverage AI to swiftly generate comprehensive workshop plans, a process that previously demanded hours of manual labour. By adopting AI, they’ve not only streamlined their internal operations but also expanded their client portfolio, handling more projects with unparalleled ease.

Revolutionising Human Resources: A corporate training company used AI systems to revolutionise its recruitment process. By implementing AI-powered tools, they drastically reduced the time and effort spent on reviewing resumes for customer service roles. The AI, equipped with advanced algorithms, swiftly analysed and shortlisted the most suitable candidates based on their skills and experiences. This streamlined selection process allowed the company to identify top talents rapidly, boosting their hiring efficiency and enhancing the quality of their workforce.

These examples serve as a testament to the transformative impact AI tools have on diverse sectors within the Australian business landscape. Through the integration of AI, businesses are experiencing unparalleled gains in productivity, efficiency, and accuracy, unlocking new opportunities for growth and innovation. This adoption of AI not only optimises operational processes but also opens doors to broader horizons, empowering businesses to navigate and thrive in the rapidly evolving market landscape.

Benefits of AI Tools in Ecommerce: AI-Driven Social Media Strategies for retailers

AI proves to be a key tool in bolstering brand visibility, particularly on social media, leading to potential revenue growth. In ecommerce, this advanced technology is a game-changer.

Here’s how AI enhances brand awareness and revenue on social platforms:

Elevated Social Media Strategies: AI empowers businesses to develop targeted and tailored social media strategies. By analysing extensive datasets, these sophisticated algorithms understand consumer behaviour, preferences, and interests. This aids in creating customised content and advertisements, ensuring messages reach the right audience, thereby boosting brand visibility and engagement.

Efficient Content Creation: AI tools streamline content creation, producing captivating material for social media. From crafting engaging posts to generating eye-catching visuals, AI contributes to a steady stream of diverse content. This approach keeps the audience engaged, establishing a stronger brand presence across platforms.

Precision in Ad Targeting: AI-driven ad targeting revolutionises digital marketing. These intelligent systems analyse user behaviour, segment audiences, and predict consumer trends, enabling precise ad targeting. Tailored advertisements reach the most receptive and relevant audience, maximising visibility, engagement, and conversion rates.

Chatbots for Customer Interaction: AI-powered chatbots offer personalised customer interaction. Integrated into ecommerce platforms, these bots efficiently handle customer queries and guide shoppers through their journey. Swift and accurate responses enhance customer experience and encourage informed purchasing decisions.

Predictive Analytics for Sales Optimisation: AI’s predictive analytics analyse consumer behaviour, allowing businesses to anticipate market trends and customer needs. This insight supports inventory management, ensuring products are available during peak demand. This proactive approach optimises sales by aligning with customer preferences, minimising stockouts, and maximising revenue potential.

In the ever-evolving ecommerce sphere, AI emerges as an essential tool in leveraging social media for enhanced brand visibility and revenue. Its ability to refine targeting, personalise content, and forecast consumer trends aligns perfectly with the demands of the digitally engaged audience. Businesses that effectively utilise AI in their social media strategies can establish a robust online presence, maximise visibility, and drive higher revenue through enhanced brand engagement and customer satisfaction.

Read the full article about the benefits of AI tools in Ecommerce here.

BIO

Ecommerce predictions for 2023

The online retail space constantly evolves, and staying ahead of the curve can be challenging. Here are my Ecommerce predictions for 2023 that will significantly impact the industry. Let’s look at these five factors and what they mean for retailers.

1. Connected Commerce

Bridging the Gap Between Online and In-Store Sales

My first Ecommerce predictions for 2023 is connected commerce.

While online sales have steadily increased, there is still a significant gap between online and in-store conversion rates. On average, online stores have a 2% conversion rate, while physical stores boast a 30% conversion rate. (yes, there are bots, and consumers are more likely to browse online – but the gap is still too big)

Fixing the digital experience is crucial, but connecting consumers more seamlessly to physical stores is also necessary. This is where Connected Commerce comes into play. Connected Commerce is about providing consumers with a seamless experience across all channels, whether they’re shopping online or in-store.

One company that is leading the way in Connected Commerce is Brauz. Brauz offers various services, including click-and-collect, reserve in-store, and even Uber delivery. By providing consumers with multiple delivery options, retailers can increase the likelihood of conversion and offer a more personalised experience.

Another company making strides in Connected Commerce is The Wishlist. The Wishlist is an online and in-store wishlist that allows consumers to save items they are interested in and purchase them later. This encourages repeat purchases and provides retailers with valuable consumer preferences and behaviour data.

While the concept of omnichannel retail has been around for some time, only some retailers genuinely utilise it to its full potential. Connected Commerce represents a significant opportunity for retailers to increase conversion rates and provide customers with a more personalised shopping experience. By investing in solutions like Brauz and The Wishlist, retailers can bridge the gap between online and in-store sales and drive growth in the future.

2. Google Analytics 4 (GA4)

What You Need to Know About the Upcoming Change

My second Ecommerce predictions for 2023 is GA4.

If you’re in the world of digital marketing, you may have already heard about the upcoming change to Google Analytics. By July 2023, everyone will need to switch to GA4, and this move will cause some disruption.

One of the biggest challenges of this switch is that GA4 does not bring historical data with it. If you don’t store that data separately, you will lose it. This can be a massive problem for businesses that rely on historical data to make strategic decisions.

In addition to the issue of historical data, the switch to GA4 will also change the metrics used to track user behaviour. The way GA4 tracks users is different from the traditional method, which means that metrics such as GA versus sessions will also be different. This can confuse and make it difficult to compare data over time.

Despite these challenges, there are some positives to the switch to GA4. For one, it will allow for a greater focus on attribution models. Retailers will get a more accurate picture of how each marketing channel contributes to conversions.

Furthermore, GA4 comes with some new features that will be helpful to businesses. One such feature is the ability to do audience targeting based on user behaviour. This can be extremely useful in creating targeted campaigns that are more likely to convert.

Finally, GA4 also offers predictive analysis powered by AI. This feature can be used to forecast future performance and identify potential areas of improvement.

While switching to GA4 will cause some disruption, staying ahead of the curve and preparing for the change is essential. By understanding the new metrics, focusing on attribution models, and leveraging new features like audience targeting and predictive analysis, businesses can make the most of this transition and set themselves up for success in future years.s

Learn how to set up GA4 and use it. I will show you;

Enhanced Data Insights: GA4 offers cutting-edge machine learning capabilities, providing you with smarter and more accurate data insights.
Streamlined Reporting: GA4’s interface allows you to customize your dashboard and generate streamlined reports that are easy to understand and act upon.
Cross-platform Tracking

3. Video Commerce

The rise of video commerce

My third Ecommerce predictions for 2023 is video commerce.

Retailers should pay attention to video commerce as a rapidly growing acquisition channel. With the rise of social media platforms like Instagram and TikTok, video content has become an essential part of the marketing mix. GA4 provides a more detailed view of video performance, making tracking and optimising video campaigns easier.

One great example of the power of video commerce comes from Moet Chandon, which saw incredible results from its video ad campaign. The campaign was highly engaging, with viewers watching the video for an average of 28 seconds. It also had a high conversion rate, with nearly 20% of viewers clicking through to the brand’s website.

Given the success of video commerce, retailers need to consider implementing a long-term strategy in this area. This could include creating high-quality product videos, influencer collaborations, or hosting live video shopping events. With the right approach, video commerce can be a highly effective way to drive traffic and sales for your ecommerce business.

4. AI

A real game changer for retailers

My fourth Ecommerce predictions for 2023 is AI.

We all know the impact of ChatGPT.

With the launch of ChatGPT 4, it has now become more powerful than ever, and it’s changing the game in the content production industry. A piece of content that used to take hours to produce can now be done in minutes. This technology is still in its early stages, but it’s already proving to be a game-changer for retailers who want to save time and resources. While the AI model generates content automatically, humans still have an essential role to play. They need to review the content and add their unique touch to make it more authentic and appealing to the target audience. With this technology, content production has become more efficient, and retailers can now focus on other essential aspects of their business.

5. Search

Opportunity for me is always and still is organic search.

My final Ecommerce predictions for 2023 is search.

I see too many retailers with paid as their number 1 – 2 channel. While paid advertising can provide quick results, it can also be costly and difficult to sustain long-term.

With the rising acquisition cost, retailers must look for alternative ways to drive traffic and sales to their ecommerce sites. Organic search provides a cost-effective way to do just that. Optimising your website for search engines and creating high-quality content that addresses the needs of your target audience, you can attract more traffic and generate more sales without relying on paid advertising.

With new tools like ChatGPT, it’s possible to gain a competitive edge in organic search and stay ahead of the competition. ChatGPT can help you identify the most relevant keywords and phrases to target in your content, create optimised product descriptions and meta tags, and provide insights into how users search for products in your industry. With this information, you can create a more effective SEO strategy to drive traffic and sales to your ecommerce site.

Organic search remains a valuable and sustainable channel for driving traffic and sales to ecommerce sites. With the rising cost of acquisition, retailers must focus on SEO and look for ways to optimise their websites and content to rank higher in search results.

The ability to develop content at scale very, very quickly. And talking about the topics your customers want to discuss engagingly will fundamentally change the landscape, and it will be a race to the top.

So get your content done, loaded onto your website, and tell Google who you are and your customers are.

BIO

Mobile Ecommerce is killing your sales.

When was the last time you checked your website on mobile ecommerce?

Did you know approx. 70% of traffic to your website is coming from a mobile device? but if you look at the conversion rate, it’s nearly half that of your desktop…. at around 1%.

With the majority of internet traffic coming from mobile devices, it’s more important than ever for retailers to have a mobile-friendly website.

What this says to me is that your customers want to buy, but the mobile experience is sooooooo bad.

Your customer has to jump onto the desktop to complete their journey, and in the process, you are losing a lot of customers and revenue!

As humans, we are easily distracted.

Maybe they didn’t need those shoes after all,

Maybe they saw a competing product and went elsewhere,

OR maybe the dog screamed, the cat barked, and the kid meowed,

and they got distracted and totally forgot about shoes (that never happens to me 🤣).

The Consequences of Not Being Mobile- Ecommerce -Friendly

A non-mobile-friendly website can have several negative consequences for retailers, including:

Poor User Experience: A website that is not optimized for mobile devices can be difficult to navigate and read, leading to a poor user experience.
Decreased Visibility: Google favors mobile-friendly websites and prioritizes them in search results, meaning that a non-mobile-friendly website may be pushed down in search rankings and become less visible to potential customers.
High Bounce Rates: A non-mobile-friendly website may have a high bounce rate, as visitors are more likely to leave a website that is difficult to navigate or read on their mobile device.

Why Ignoring Mobile-Friendliness Could Be Killing Your Traffic and Sales?

Ignoring the importance of mobile-friendliness could have a serious impact on your traffic and sales. With more and more people using their mobile devices to browse the internet, having a non-mobile-friendly website can mean missing out on a large portion of potential customers. This is particularly true for ecommerce retailers, as customers are increasingly using their mobile devices to shop online.

In addition to losing potential customers, a non-mobile-friendly website can also negatively impact your search engine rankings, making it even harder for potential customers to find your website.

So mobile ecommerce is killing your sales......

Here are three things you can do today to fix it!

1. Check your Google Analytics – to if your mobile experience is killing your sales
Go to google analytics, > Audience > Mobile. In GA4 just type “tech overview”. It will give you a summary of your mobile traffic

2. Check your Mobile speed- A slow-loading website can lead to high bounce rates and low dwell time, negatively impacting your website’s ranking.

Use Google’s PageSpeed Insights to measure your website’s speed and make improvements. If it is slow and you get the dreaded big red circle… then try compressing your images and remove any plugins you are not using.

3. Walk through your customer journey on mobile…

Go through your user experience on your mobile. Identify what’s working and what’s not and fix it. Often your website looks totally different on mobile.

Benefits of having mobile ecommerce friendly website

Improved User Experience: A mobile-friendly website is optimized for smaller screens and touch-based navigation, making it easier for users to navigate and interact with the website.
Increased Traffic: With the majority of internet traffic coming from mobile devices, having a mobile-friendly website can increase your website’s visibility and attract more visitors.
Higher Search Engine Rankings: Google favors mobile-friendly websites and prioritizes them in search results, meaning that a mobile-friendly website can improve your search engine rankings.
Lower Bounce Rates: A mobile-friendly website can lead to lower bounce rates, as visitors are more likely to stay on a website that is easy to navigate and read on their mobile device.
Improved Conversion Rates: A mobile-friendly website can improve conversion rates, as visitors are more likely to make a purchase or take an action on a website that is optimized for their device.
Competitive Advantage: With more and more businesses optimizing their websites for mobile devices, having a mobile-friendly website can give you a competitive advantage and help you stand out from the crowd.
Cost-Effective: Making your website mobile-friendly doesn’t have to be expensive. With responsive design and other mobile-friendly technologies, you can make your website mobile-friendly without breaking the bank.

Having a mobile ecommerce friendly website is essential for retailers looking to maximize their traffic and sales. A non-mobile-friendly website can have serious negative consequences, including a poor user experience, decreased visibility, and high bounce rates. By testing your website’s mobile-friendliness and taking steps to make it more mobile-friendly, you can ensure that your website is accessible to the growing number of mobile users and stay ahead of the competition.

Book a 15 min free website review with an ecommerce coach to get expert advice on optimizing your website for increased traffic and sales. This is a great opportunity to get personalized feedback and actionable insights on improving your online store. Don’t miss out on this valuable resource!

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Top eCommerce trends 2023

eCommerce trends 2023 to look out for

Despite economic woes, supply shortages, increased advertising costs and customer acquisition, online shopping has grown at an astronomical rate.

This year we have seen a solid return to the physical store; although visits are not as frequent, basket size is up, showing that customers are more purposeful in their shopping behaviour. Worldwide ecommerce sales will increase from 5 trillion US dollars to over 8 trillion by 2026.

Online retailers must keep up with the growing number of trends popularized by COVID-19 while keeping an eye on consumers’ evolving needs and expectations.

eCommerce trends 2023:

1. Connected Customers

Many retailers talk about an omnichannel experience but deliver a multichannel service. The difference from a consumer perspective is a frictionless journey built around them as opposed to the latter (multichannel), which is essentially just multiple channels with which the customer can interact.

According to a Harvard study, which interviewed 46,000 customers, 73% of shoppers use multiple channels throughout their shopping journey. The frustration comes when a customer moves between channels and can’t see relevant or personal information.

Next year will see the growth of services that address this problem. This includes services such as the Wishlist, which provides an easy way for retailers to capture shopper details and preferences, in-store and online. Moreover, loyalty platforms such as Yotpo and AI-powered marketing tech, including Klaviyo, which allows brands to connect with customers and deliver personalised experiences, are expected to grow.

2. Seamless Technology

Fragmented custom technology that doesn’t provide the customers with a seamless journey and makes it difficult for retailers to scale experiences will be replaced with newer, shinier, more connected, and cheaper technology. For some time, tech players have had the advantage over retailers because there have been only a few players in the market. Much of the technology implemented in the last five years is slow, expensive, and challenging to integrate with other services. These platforms will either be redeveloped OR replaced as retailers focus on the experience and are presented with more excellent and enhanced choices from a technology point of view.

3. Social Commerce that converts

Social commerce is projected to reach $1.2 trillion in sales by 2025. 62% of this growth will come from millennials. With the younger generations of shoppers gravitating toward social apps, platforms are working on integrating live shopping within their strategies. Facebook’s first signs of slowing down and Twitter’s recent acquisition could mean disruption is coming, but it will arrive after 2023. Businesses will continue to invest in social; however, there will be a greater focus on conversions and the ROI of social and not just likes, follows, and shares.

4. Customers are your content creators

Trust is one of the essential elements when it comes to eCommerce conversions. The most powerful way to build trust is through user-generated content. Aligning with social media users who have sizable followings can authentically grow brand awareness. Although user-generated content is not a new concept, Tik Tok has taught us in the last couple of years that your customers are your biggest and best influencers. In fact, according to Tik Tok, UGC videos are 22% more effective than brand videos. 2023 will see more brands driving more “real content” generated by “real customers.”

Want to know the other 6 eCommerce trends 2023, purchase the Annual Report Retail World or book a quick call with me.

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Christmas Came Early – Are Your Campaigns Ready?

This holiday season will be another record-breaking moment for online sales, however with a cost-conscious customer, increasing prices, supply shortages, and logistical challenges this holiday season will also be layered with complexities. Fighting for the consumer’s attention but most importantly dollars will be a real battle. Here are some ways to stand out, drive more traffic and increase sales.

Create Holiday Specific Landing Pages to support your campaigns

As a brand, just as you would in-stores, create specific areas on your website dedicated to holiday shopping. If done correctly, these pages can drive even more organic traffic to your sites. Having a good landing page can improve your conversion rates by up to 30%. Developing specific Christmas pages that have the relevant keywords will also help drive a higher Google ranking.

Email Campaigns

Existing customers are 80% more likely to buy than new customers, increasing the frequency of emails to your existing database over the holiday season will ensure that you get a higher response rate. When setting up email campaigns using countdown timers for order and delivery cut-off dates, low stock alerts and holiday specials encourage customers to purchase. Promoting sales early to capture attention and create engagement before the sale period begins.

Offer Click and Collect

Australia Post has already advised Australian shoppers not to leave their online purchases until the last minute because they may miss out on shipping deadlines if they don’t order them early enough. This sense of panic will drive customers to click and collect. Click and Collect has become increasingly popular among Australians who shop online. One out of three people who buy online choose to pick up their purchases at a physical location instead of having them delivered. However, half of these click-and-collect buyers end up purchasing even more products when they get to the actual retail store.

To read more, continue on the retail world magazine November issue page 22-23.

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Importance of getting digitally ready for Black Friday

4 weeks until Black Friday. Are you ready?

Black Friday and the holidays, aka the busiest shopping times of the year, are slowly creeping up… I can not stress enough the importance of getting digitally ready for these key retail dates. I want you to optimise this Black Friday and holidays to increase sales and finish the year with a BANG ????. The next quarter is the most critical time when most discretionary stores make up to two-thirds of their profits. However, with a cost-conscious customer, increasing prices, supply shortages, and logistical challenges, this holiday season will also be layered with complexities. Fighting for the consumer’s attention but, most importantly, dollars will be a real battle. This is why optimising your website, and social is extremely important to be digitally ready for customers and sales.

Here are a few resources and tips to help with this;

Look at the upcoming key retail dates for the rest of 2022. (insert a link to the calendar)
Use my campaign planning template to start planning:
- Setting objectives
- Brainstorming
- Creating and scheduling content
- Setting up landing pages
Find inspiration for the content on
- Really good emails
- Google trends

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Back to the future of retail

In the last 10 years retail has changed more than in the last 100 years. Of course no one could have predicted Covid, but some of the technological advances where already in the making. The question is, could retailers have been better prepared for the change in consumer behaviour? And, will we be better prepared for the next 10 years?

The year is 2012, February the 3rd, I was prepping for a “Futures of Retail” presentation for a hall full of retailers and shopping centre owners. Online spending was $12.8 Billion, mobile was around but showrooming dominated conversations – some retailers considered banning mobile phones in-store! Moreover, the race for digital transactions was on and social media platforms were still emerging. T-commerce was a term (Tablet Commerce), and mobile commerce was only just hitting the big time.

Here’s a look back at some of the key concepts…..

Ecommerce and Omnichannel

Amazon was making its mark. As a first mover it dominated the internet and retailers were beginning to realise the potential impact. Moreover, Ecommerce plug-and-play platforms were emerging, and retailers were beginning to look at “off-the-shelf” technology to provide better customer experiences. Providing omnichannel solutions was (and still is) a buzz word. John Lewis’ were one of the first to offer what they deemed as an omnichannel solution; terminals were installed in John Lewis stores so that partners could assist shoppers with online purchases. Shoppers in John Lewis stores were encouraged through signage and later through QR code links to go online for information on extra product ranges, stock availability etc.

Focus on Mobile Commerce

Most brands were just starting to look at mobile as an opportunity, many didn’t have mobile optimised sites, and the few that did had a separate m-site (yes, two separate sites for your desktop and mobile – imagine?)
An extract from Forster – According to Forrester, there is evidence that applications and mobile sites do work, ‘consumers in Australia purchase an item every four seconds in Australia through eBay’s mobile apps’.Online retailers have been paying so much attention to getting online the traditional way, that the new methods of reaching the customer are passing by unnoticed.

IMAGE: Kmarts mobile site 2012

Personalisation is key

Personalistion was the hype both from a data perspective and a retailing perspective. Companies like Shoes of Prey had hit the market and retailers were increasingly looking at ways they could use technology to personalise both marketing and product.

Fast forward 10 years

To read more into the next 10 years, continue on the retail world September Issue, Page 24-25.