eCommerce: Revenue Growth, UGC, Email Marketing & CX

by The Iocea Team

“Your most unhappy customers are your greatest source of learning” – Bill Gates. 

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There is lots to discuss in this blog, so let’s get straight to it… 

Revenue Growth

Revenue Growth Personalisation & Optimisation: Your Key Revenue Growth Drivers

Over 2 billion User journeys and more than 120m purchases have formed the basis of data research carried out by marketing firm Qubit. 

  • 48% of consumers spend more when their experience is personalised.
  • 90% of marketers believe personalisation is the future.
  • 74% of consumers get frustrated when content has nothing to do with them.
Their research discovered that messages to users based around urgency and scarcity delivered a proven increase in sales. Presenting low stock warning messages to customers delivered a 2.9% increase whilst placing a time limit on the process of confirming a purchase resulted in a 1.5% boost. 

Enhanced personalisation experiences also proved to be extremely effective in increasing revenue – citing previous data around purchase history as the main driver. 

This comes at a time when further research published by Mulesoft illustrates that 61% of respondents felt that they would switch retailers for what they describe as a ‘Disconnected Shopping Experience’. They felt that the company’s in-store/online channels were unrelated and 54% complained that their online experiences were ‘not personalised at all’.

“Today’s customers are now expecting more than a transactional relationship with retailers; they want a seamless and personalised journey that reflects the context of how they shop across devices and channels. Retailers can ill afford dissatisfied customers, yet as the figures show, disconnected data and systems continue to severely impact customer loyalty,” commented Guy Murphy, MuleSoft. 

Sales Revenue

User Generated Content

Footwear retailer Dune announced a 82% increase on sales of products that are utilised #aloveaffairwith campaign on corresponding product pages.

Products featuring UGC: 

  • 82% increase in sales
  • 55% increase in email click-through
  • 28% higher conversion rate
  • 17% increase in AOV

As well as the carousel of pin-sharp product images on the product page, shoppers at can see the shoes in the real world through curated instagram content using their #aloveaffairwith campaign. “Our customers respond very well to UGC – being able to see others wearing our products gives them extra confidence to purchase,” said Mark Blenkinsop, digital marketing manager at Dune London.

Dune User Generated Content


Hate Waiting In Line? Doesn’t everyone? 

Amazon has changed the way the world shops online, and now it is hoping to change the way we shop in-store by utilising technology to reduce time at the checkout by….removing them. 

Initially on trial in Seattle, it sees Amazon offering their customers the opportunity to scan their smart phones as they enter their Amazon Go store, select their items, then simply leave. By using what Amazon are calling their “Just Walk Out Technology” the customers Amazon account is automatically charged and a receipt sent to the Amazon Go app. 

As we reported in the last issue of iocea insights, with “75% of UK consumers surveyed, they said they would choose to visit Amazon or eBay if they had a physical presence” we think this is definitely one to watch out for.


CX Improvements

Thinking Of Launching CX Improvements? 

IBM recently commissioned a cross-sector study through its Institute For Business Value think-tank, to determine the scale of proposed CX improvement plans, and to assess if those plans actually matched the improvement requirements of customers. 

It found that whilst most organisations surveyed (85%) had plans in place to commission work to improve CX on their websites, it found a disconnection between what ‘Executives’ and ‘Consumers’ thought were the points that needed fixing/prioritising.

IBM CX Improvements

“Seeing the world through the eyes of the customer is not always easy. Yet it is vitally important. A team can amass all the money, talent, and technology in the world, but without also considering the customer’s perspective, any innovation risks failure.” 

Key questions to ask yourself when planning CX improvements; 

  • Do the CX improvements you are planning, truly address customers’ pain points, or have you designed them with internal considerations in mind? 
  • IBM refers to this a “inside out” thinking. Is innovation in your company limited by barriers such as legacy, tradition or regulations – can these barriers be broken?
  • What methods are you using to understand what your customers pain points are? How will you make your customers aware of any new changes and developments, and if required, how will you educate them on how to use them.

Email Marketing

Is unsubscribing as easy as subscribing?

If not, it should be. You ARE going to lose email subscribers therefore the process of unsubscribing should be simple for the customer. 

Apart from the fact that you can’t market to people who don’t want to be marketed to, why would you want the expense of having them on your list? This implements an extra cost to send emails to them and they will be having a detrimental effect on your open rates, click throughs and conversions. 

So what is best practice for unsubscribing? 

To put it simply, make it as easy to unsubscribe as it is to subscribe. Here is some research published by Litmus asking 1,300 people about their subscribe/unsubscribe experiences;

Email Marketing

As have reported, many companies “do not try very hard to make it easy for customers to unsubscribe.” They went on to research and illustrate the Unsubscribe process for fast-food giant McDonalds. 

  1. In the email footer, the subscriber clicks on “click here” in the sentence: “If you would like to unsubscribe from these emails, please click here.”
  2. The first web landing page invites the subscriber to enter their email address.
  3. A second page asks “Are you sure you would like [email address] to be removed?” with two choices “Yes (I don’t want to receive offers/promotions)” and “No”.
  4. When “Yes” is clicked, a third page loads. It asks “Tell us why you are leaving”. This forces a choice of four answers.
  5. Choosing one answer, we finally have a confirmation that “Subscription updates have been successfully made”.  It then provides the customer with the option to follow them on Instagram, Twitter and Facebook.

Thats a wrap, thank you for joining us!

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