If you’ve already got your first online store or landing page promotion set up, the next step is to get it in front of an audience. Because unfortunately, most people won’t just find you by random happenstance. (“If you build it, they will come,” doesn’t apply to online marketing. Sorry Kevin Costner fans.) The next step of the game—and the most effective way to grow your online business—is to build an email list of interested prospects.
This can seem like a daunting task, especially if you’re starting with nadda single person in your database. But it doesn’t have to take years to get a sizable number of subscribers. There are some easy steps you can take today to grow your email list much faster.
Despite what you may have heard from some of the marketing Nostrdramuses over the years, “email is most definitely not dead.” (Seriously, an article like this one has popped up every year since 2007. It’s been over a decade—maybe we should all stop planning the funeral?) The truth is that email is still one of the best ways to reach customers online, especially if you’re a small business. And it delivers some of the best ROI out of all the marketing channels out there.
Unlike SEO (which can be competitive and complex), social media (which can be wildly inconsistent), and online advertising (which can cost mucho money), email is practically made for marketers. It’s straightforward, predictable, affordable, and easy to use. And with email, you can build relationships that turn one-off customers into repeat business.
But first—you need to start building that email list. So let’s get started.
Before you start building your list, you’re going to want to sign up for an email marketing tool like ActiveCampaign, Campaign Monitor, or Mailchimp. These are some of the most popular pieces of software for not only building and sending emails to your customers, but also collecting and organizing your email list. (Because trust me… you’re not gonna want to keep track of all this on an Excel spreadsheet.) The initial costs for these tools are very low—and all of them offer free plans or trials that make it easy to get started.
Once you’ve chosen a tool, you’ll want to familiarize yourself with how it works. Each platform is slightly different, but some of the first steps you’ll want to take include…
Now that you have a tool to collect email addresses, the next step—and possibly the most important part of this entire process—is to figure out how the heck to convince prospective customers to actually give you their emails.
The traditional approach here is to put some sort of “Subscribe” button on your website’s homepage or blog and ask visitors to enter their email address. But have you ever actually filled one of those things out just… because? (No, thank you.) Most visitors skip over a form like that entirely because there’s no real compelling reason to give up your email address in the first place.
An email address is someone’s personal (and private) contact information. Most people aren’t just going to type it out onto any old website, all willy nilly like that. You’ve got to offer up something genuinely valuable in exchange.
That’s why it’s a good idea to take some time and brainstorm what your business can offer that’ll convince visitors to give up their email address first. Because getting the right strategy here will help you build an email list much faster later on.
If you’re wondering what most other marketers do, here are a few of the most common ways to get a visitor’s email address…
For ecommerce, one of the easiest ways to get a shopper to give you their email address is to offer them a coupon or discount in exchange. This is the most straightforward approach—but it’s also usually the most expensive. “Get $10 Off Your First Order” or “Get Free Shipping” can be powerfully persuasive for visitors… you just need to make sure you factor those expenses into your cost-per-email-acquisition.
The other common way to build an email list fast (especially if you’re in SaaS) is to create a free resource and gate it with a form. The key here is that it has to be something your audience would find useful that also aligns with your business expertise. So, for example, if you run an online pet store, you might create a free guide all about “How to Choose the Perfect Leash for Your Pet.” Or if you run a hair salon, you might create a “How to Cut Your Hair at Home” guide for customers staying at home during the pandemic.
People love free stuff. There’s something about sweepstakes, giveaways, and contests that just appeal to our lizard brains. (“Why yes, I do want a chance to win a lifetime supply of mayonnaise. Where do I sign up?”) You could even consider setting up ongoing sweepstakes like this one from Fat Stone Farm to collect customer emails on a weekly basis.
I know I said earlier that people never sign up for newsletters “just because,” but they will sign up if you give them a compelling reason to. You can offer a newsletter as a way for folks to hear about your latest products or curate content based on what might be important to them during COVID-19. (This strategy works particularly well in B2B, where you can use a newsletter to share stories of how your other customers are navigating the crisis.)
Ultimately, it’s up to you to choose the approach that makes the most sense for your business. You may even want to test a combination of these two approaches to build your list faster. For example, check out how this baby food brand brought in 14,000+ email subscribers in less than a year using both coupons and a free guidebook. (You may also want to look into other creative ways to generate leads, such as free webinars, templates, quizzes, and online tools.)
A word of caution—be careful with any emails you collect for purposes other than marketing (like when someone places an order on your website). With regulations like GDPR in place, you’ll want to obtain explicit consent from your visitors in order to send them promotional emails.
Next, you’ll need to create a landing page or popup (or both!) to start collecting emails for your list. These will be the spots where you display your offer and ask customers to enter their contact information.
Creating a landing page or popup is pretty simple using Unbounce. (You don’t even have to get your hands dirty with HTML or CSS—which is super helpful if you’re not a developer like me.) Get started with one of our lead-generation templates and customize it using the drag-and-drop builder to match your brand and offer.
You’ll want to connect the form on your landing page or popup to your email marketing tool, and then test it out to make sure everything is hunky dory. Hit publish when it’s ready to go, and you’ll be ready to start building your list.
Now, it’s just a matter of directing visitors towards your offer. There are a few different ways you can do this, depending on what type of offer you set up in the previous step…
If you already have a lot of visitors coming to your website, you can set up a popup or sticky bar to get people’s attention and promote your offer. With Unbounce, you can set these to show up (or slide down) on any high-traffic page of your website, including your homepage. Advanced targeting options let you time ‘em so they only appear when you want them to—like when a visitor is exiting the page without purchasing anything, for example.
Hey #ecomm #marketers! 👀 DYK that #landingpages can convert browsers into buyers at TWICE the rate of a product page? Start convertin’ like the best of ’em w/ the Ultimate Ecommerce Landing Page Lookbook ft. @klientboost, @boxycharm, @twillory, & more 👉 https://t.co/bcbX6kOgqQ pic.twitter.com/yl8OPhJZx4
— unbounce (@unbounce) October 24, 2019
If you already have an online audience on social media (or via a blog), you can use these channels to organically get the word out about your offer. This is a great way to connect with your existing audience and turn social media followers into email subscribers so you can reach them more directly.
“But wait, why do I need the emails of people who already follow me on social media?” I hear you asking. The sad truth is you only reach a small portion of your audience with organic posts on most social media platforms. (For example, according to research done by Hootsuite, the average reach of a Facebook post is only 5.5%.) Getting directly into your prospect’s email (where open rates are typically above 20%) is far more valuable than relying on organic social impressions.
If you don’t already have an online audience and you’re truly starting from scratch, you may want to try investing in some online ads. Lots of brands use social ads on Facebook and Instagram to promote their free resources or discounts that get customers in the door. Think of this as an investment—once you have a list of emails, you’ll be able to reach out to these customers directly (for free).
Once the ball starts rolling, you should start seeing the email addresses come in from your offer. Don’t worry about waiting until you cross a certain threshold of subscribers before you start sending emails to your list. Instead, build a personal relationship with those initial subscribers and get feedback from them on what types of emails they would like to see from your brand. This will help you create an email strategy that resonates with your audience as it continues to grow.
It’s also a good idea to set up automatic email nurtures that go out to new subscribers and to begin scheduling promotional emails on a regular basis. If you’re consistent, your list is much more likely to be active and engaged.
Once you have the email addresses for your customers (and prospective customers), you’ll be able to easily let ‘em know about your latest products for sale, landing page promos, and store updates. Use the drag-and-drop builder in Unbounce to quickly create high-converting pages and popups that collect emails much faster.
Get started today by checking out some of our lead-generation templates.
User Experience Design is a collection of activities that you do for a product or service and creating a product that is useful and useable for your users.
Let’s talk about the user, who is a user? User refers to everyone who is expected to use your assets such as websites or computer applications, and experience is the experience of a person using the assets in terms of how easy or pleasing of a product or production for users the way they want.
UX design is an interaction someone can have it with a product and users. The way how your user feels and thinks about your product or service, the most essential point is solving the problems of the user and solving the issues that the user faces every day.
You must discover the problems of users and how can you progress the users’ needs day by day, and solving the problems product that provides user experience e.g. the Samsung are thus designed with not only product consumption, so the UX designer they don’t create a usable product, they also create pleasure, sufficiency, and fun too.
So UX design stands for user experience, in other words, the design of experience for user and experience is an interaction between the product and the user.
UX designer is doing the stuff that makes people feel great and pleasure about your product when they use your stuff.
Come to the process section: The UX design is understanding the usability in understanding technology, what platform are you working and how does it work? Does it solve the problems of the user? the exact thing that they want. Let’s go through the process step by step together.
What are their problems? And how can you solve that problem for your users, understanding the user needs and problems? You can solve the user problem by asking or talking to your user. Maybe sometimes finding a real solution is difficult but so you may need to dig deep and do some real-life observation as well as just talking to your user.
For what kind of platform are you looking for? To provide a useful and usable product for your user.
The most important part is User experience, the overall experience of users using a product, include effective and meaningful, valuable, usable interaction with your product.
understanding user behaviour, needs, and a collection of feedback that works in the real world with real people. In this way, you find out the user’s needs which should form the basis of what you’re designing.
Evaluation is a batch of feedback of users before during or after using your product and interaction with your product. Evaluation is important for UX design to know the feedback of the user and their suggestion to your product.
You need to interview or discuss your product or service with your co-worker and a team, it needs focus group about that product your making for the user before publishing.
Coming together is a beginning,
Staying together is progress,
And Working together is a success.
Usability testing is a method that the test is doing by a real user to measure how usable or useful is a product and how easy it is for the user to reach their goals.
After doing all those processes this step is to work on the final graphic and using a great image and them and using different graphic styles to apply for them.
Design is not just What it looks like and feels like,
Design is how it works.
In UX design there are some skills you must focus on like collaboration is an inherent point to progress in UX design, you must discuss and collaborate with your colleague or your team to talk about the product as well as taking their idea and feedback is very fine.
And also, communication is a great method for UX design to communicate with users and how to explain design and ideas in different ways to your audience and also interpret or justify your work and design to your users and solving the user problems.
Excitement for problem-solving: As there are different ways and solutions to test UX design multiple times before you can finally come up with a specific idea, just by having a passion for problem-solving can be very useful.
Work as a team: Always many companies provide the best product for their customers and its all the effort of a team, who work together to make the best product for users, so work with a team is the most valuable stuff that provides the better choice for a company.
Eventually, it’s all about solving the user’s problem understanding your user, how can you solve their problems? And interacting with your user and product. making the best product that is usable, useful, for your user. I hope you have found inspiration in many processes and skills I have mentioned in this article.
Last year, ecommerce accounted for 10 percent of retail sales in the U.S., according to Statista. By 2021, it’s expected to rise to nearly 14 percent.
More and more, U.S. shoppers are turning to the internet to make their purchases. An optimized ecommerce site is your opportunity to get as much of the market share as you can.
At this point, you’ve no doubt optimized your landing pages, product pages, and CTAs with clear, actionable copy. You’ve gotten rid of distractions and you’ve made your checkout process clear and easy.
What we’re going to talk about in this article are the other levers you can pull to maximize your ecommerce traffic. Incentives, coupons, live chat, and personalization are just a few of the tools that can help keep visitors on your site and turn them into customers (even repeat customers).
Let’s work our way through the buyer journey and talk about maximizing your web traffic at each stage.
The awareness stage is full of opportunities to nurture visitors and keep them interested in your site. There are actions you can take on your content pages and your product pages to turn visits into conversions.
At the awareness stage, your visitors have most likely found you through your SEO-optimized content. They may have also found you through paid posts or Google Adwords.
Whatever path they took to find you, they’re now exploring your site for the first time. They may be reading an article on your blog that matches their search. If they searched for a particular product and you sell it, they’re now looking at your product page. They may even navigate to your about page.
Wherever they are, there should be a chat bot or live chat window ready for their questions. You should include the option to chat on any pages that attract organic or paid traffic.
SEMRush offers chat through Zendesk to answer questions on every page, from the homepage to the pricing page.
If you are a B2B ecommerce site, add an option for visitors to set up a call with a sales rep.
This is also an opportunity to offer incentives and giveaways, and invite visitors to sign up for your newsletter.
Hubspot throws all of these things at you as you browse their blog. They want your business, so they give you a variety of options to further engage with them.
For example, halfway down a blog post, a little pop-up offers you a free 100-day plan for new marketers. All you have to do is give them your email address!
Keeps scrolling, and they include an interstitial that invites you to sign up for their newsletter. And notice how they leverage people’s desire to be part of the “in-crowd” to get you to sign up: Join 215,000 fellow marketers. (More on exclusivity later)
At the end of the post, they give you another opportunity to download their guide and get into their sales funnel.
Hubspot offers a bunch of these free tools, tailored to the topic of content you’re reading.
None of these tactics sell products directly, but they pull people further down the buyer’s journey. They will also build trust with your visitors and keep your brand top of mind.
Your product pages should have chat and email options, just like your content pages. If a visitor is going to have questions, they’re most likely going to have them while they consider your products.
Product pages are also an opportunity to cross-sell products. At this stage of the buyer’s journey, you won’t know much about your visitors’ buying habits or preferences. They’ve probably only looked at a couple of pages.
But you can offer products that are similar to the one they’re viewing.
If you’ve ever been on Amazon, you know exactly what I’m talking about. But other ecommerce sites have taken a page from their book, too.
I took a look at sunscreens on CVS recently. You’ll see at the bottom of the page they gave me a list of other options in their “You Might Also Like” section. Underneath each product is a handy “Add to Cart” button.
At the interest stage, visitors are delving deeper into your site. They’re exploring your products further and looking at reviews.
This is a great time to entice them with special offers. Drop in some coupon offers as they browse to help them make that important conversion decision.
Most B2C ecommerce sites regularly offer coupons to reel visitors in. They usually appear on the homepage and throughout the buyer journey.
Yankee Candle, for example, is currently advertising a buy-two-get-two free offer.
These days, though, many B2C ecommerce sites have a new coupon or sale every week. If your visitors know that, they may just wait to see when they can get the best deal before they buy.
It’s worth testing your coupon frequency to strike a balance between drawing visitors in and creating coupon blindness.
The interest stage is also a great place to use a little psychology to convert your visitors.
First, draw them in with the opportunity to be part of an exclusive club. People love being part of the in-crowd, getting offers and information available only to an elite few.
And plenty of ecommerce sites are using that to their advantage. Take wholesale clubs, for example. Membership is required to even get through the door (or on the site).
BJ’s wholesale club takes it to another level by offering different kinds of memberships for different kinds of perks. They even call one “the inner circle” membership.
And, of course, there’s Amazon Prime. Being a member of this club is the ultimate in exclusivity. You get free two-day shipping, deals and coupons, and even online content that’s otherwise locked.
You could also consider offering products in small batches, or for a limited time. Consumers are often compelled by the fear of missing out (FOMO) to buy something.
FOMO is a powerful psychological phenomenon. And, according to Paste Magazine, the Internet has made it more widespread in the last 20 years.
Home shopping channels mastered this technique decades ago, displaying a countdown clock, emphasizing how few of a particular item is left, and interviewing satisfied customers. They wanted to create a sense of urgency with their products: buy it now or miss out being happy like everyone else.
Today, companies like Lululemon use limited supplies to urge people to buy. In fact, Lululemon almost never has a sale. They don’t need to.
Etsy does the same thing. Notice the little hourglass icon on the product page for this swaddle blanket. There’s only one left! Better hurry!
And have you noticed how popular the term small batch has become? It suggests quality and exclusivity in limited numbers.
At the evaluation stage, your visitors are comparing you to your competitors. They may have already put some products into their cart, but haven’t bought them yet.
If that’s the case, consider using a chat bot to ask your visitor if they need help or if they have questions. If they navigate away from their cart, include an interstitial with a gentle reminder that they still have products in their cart and ask if they are sure they want to leave the page.
They’re also looking at your reviews before they buy. After all, according to BrightLocal, visitors look at an average of 10 reviews before they feel good about purchasing something.
Including customer testimonials on your pricing and purchase pages could allay your visitor’s skepticism and gently nudge them toward a purchase.
On purchase pages, list out very clearly what a visitor will get if they buy. This is particularly important with memberships and subscriptions.
The New York Times very clearly lists out all the benefits of their basic subscription, which is highlighted at the top of their subscription page.
For the very low price of $2 a week, you get unlimited articles and subscriber exclusives. (Notice how they list the price. Two dollars a week doesn’t sound like very much money, does it?)
The Times also uses their subscription page to do some serious upselling, too. If you scroll down, you can see all of their subscription plans.
Here is their All Access Subscription plan, which gives you unlimited articles, NYT Cooking and the Crossword. And it’s only $1.13 more per week than the basic subscription.
Make sure visitors can compare your subscriptions or products to see all the benefits of spending just a little more money.
Even if they don’t go for the higher-priced subscription, that doesn’t mean The Times has failed. Putting a more expensive option next to a less expensive one can increase sales of the lower-price product.
This is also a good opportunity to include live chat. When visitors can ask questions before they make a purchase, they are 38 percent more likely to buy, according to Neil Patel.
At this stage, you know your visitor is going to pull the trigger on a purchase. Now is the time to try to upsell them.
Do you have a next-level model of the product they’re buying? Maybe a more extensive service plan? Take this opportunity to put it in front of your visitor.
Help them compare prices and benefits. Show them that upgrading is worth a little extra money.
You can also bundle products together.
Amazon is famous for that. They bundle products to add to your cart all at once, or customize.
Once someone has pressed that checkout button and made a purchase, that’s the end! There’s nothing left to do, right?
The purchase confirmation page is the perfect spot to show your users products that other customers bought, or provide recommendations based on what they just purchased.
In fact, you should be showing customers recommendations anywhere they may browse after making a purchase.
I made a purchase on Target yesterday. When I went in to track my order, this showed up at the bottom of my shipment information:
Any opportunity to put more products in front of your customers could turn them into repeat customers. After all, repeat customers are much easier to sell to, and they spend 300 percent more than new customers.
At every stage, personalization can help you get your visitors to convert.
Deloitte found that people are looking for personalized recommendations, coupons, customer service, and products. And a Salesforce survey of 7,000 people, found that 57 percent were willing to give away personal data in exchange for personalized offers and coupons.
In the awareness stage, this may include using geolocation to offer products that have been historically popular in a visitor’s area.
Home Depot asks for a visitor’s zip code to show the closest brick-and-mortar store and its inventory.
At the interest and evaluation stages, emails with personalized offers and coupons or newsletters that contain articles of interest to a visitor are a good idea.
As you saw in the examples above, the commitment and purchase stages are a good opportunity to show other products based on search and purchase history.
Making the most out of every visitor to your ecommerce site means following them through the buyer’s journey and watching carefully what they do. Pull the right levers at the right time and you could increase your sales through your site.
Need help analyzing your visitors’ behavior? Check out Crazy Egg’s site assessment tools!
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