Tag Archives: Advertising

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How the changes in Amazon’s affiliate program impact businesses

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Amazon’s affiliate program was first launched to the general public in 1996, making it among the first programs of its kind. Since then, the program has grown to become an important revenue channel for Amazon and millions of marketers, with affiliates promoting more than 350 million products yearly.

As with all affiliate programs, the Amazon Associates program has gone through many changes through the years. In 2020, the company announced a set of updates that affected a lot of businesses. In this piece, I’ll discuss what these changes are and the best way to adapt.

What Changes Were Made to Amazon’s Affiliate Program?

In April 2020, relevant blogs and publications started buzzing about a planned update from Bezos and Co. at Amazon. According to them, these changes would revolve around the affiliate program and the percentages paid out as commissions to affiliates.

The update, which was eventually announced on April 15 and went live on the 21st of the month, involved reductions to commission rates across different product categories:

With the update, many popular product categories saw massive cuts in their commission rates.

Furniture commission rates, for example, went from 8% to 3%, while grocery items shrunk from a commission rate of 5% to 1%. Understandably, the changes have resulted in some resistance across the affiliate marketing community. Many businesses denounce what they see as a conscious effort on the part of Amazon to endanger their livelihood.

We’ll discuss how these changes affect businesses in the next section.

How Did it Affect Businesses?

The announcement of the updates came as a shock to affiliate marketing partners everywhere, especially because it happened in the middle of a pandemic. Some bloggers claimed that the Amazon affiliate program is dead, while others saw it as an opportunity to expand their business. Here are some of the biggest effects of Amazon’s update on the business sector:

Affiliate site valuations decreased.

Without a doubt, Amazon’s commission rate reduction has resulted in a dip in affiliate website profitability. According to one study, earnings losses ranged between 10% to 60%. The same study also concluded that more than 694,000 Amazon affiliates lost close to $800 million after the changes. Or, to put it another way, Amazon’s profitability jumped by $800 million.

The plus side for investors is that reduced profit margins have made sites more affordable. On Empire Flippers alone, there are dozens of Amazon associate sites available for someone with enough patience to work on them:

Many of these sites still have high traffic and revenue figures. They no longer generate as much profit as they used to, primarily because of the changes.

The change is a golden opportunity for aspiring business owners.

Less diversified affiliates were most impacted.

Predictably, websites that got the bulk of their revenue through Amazon affiliate links were among the hardest hit by the April 2020 update. In contrast, many super affiliates with a diversified income stream were better positioned to deal with the change.

The overnight impact of a company’s policies highlights the importance of diversifying your sales and marketing channels. For example, any change in the Google algorithm can hit sites completely reliant on organic search traffic.

Websites were forced to branch out to other affiliate networks.

With the income from Amazon affiliate marketing dropping overnight, site owners are looking at other affiliate programs that offer more competitive rates. The Target affiliate program, for example, is an attractive option for people who are looking for a volume-based commission structure. Once eyed as one of Amazon’s high-profile acquisitions, Target sells only brand-name products.

However, every affiliate marketing program has its quirks. For example, with Target, certain high-volume product categories, such as sporting goods, grocery, and household essentials, don’t qualify for commission.

Niche-specific websites are also turning to industry-specific affiliate programs. These include BHPhotoVideo, which offers up to 8% commission on electronics; NewEgg, which specializes in computer parts and accessories; and Rakuten, which powers Walmart’s and Best Buy’s own affiliate programs.

Display advertising has become more appealing.

Banner ads have been around for a long time. Two years before affiliate marketing, to be precise. The first ad, for AT&T, was just a small rectangular logo. Since then, they haven’t changed a lot. They often feature products, branding, and a compelling call to action. Display advertising is so powerful that its share of global ad spending trails only that of TV advertising.

While there are hundreds of display advertising programs in the market today, Google AdSense is still at the top of the heap. It is probably the easiest way to break into website monetization – you just need to add some code to your site and let AdSense do its magic. Advertisers will then use smart bidding to target your site visitors and display their ads on your site.

Unfortunately, display advertising is never going to offer the earning potential of affiliate marketing. After all, if an advertiser is paying for an ad on your site and making a profit, you’re missing a trick.

In Conclusion

Amazon’s 2020 update has left website owners and affiliate associates everywhere bewildered by what they perceive as a money-grab, especially after affiliate site valuations went down. However, the update is also an excellent opportunity for businesses to diversify their revenue streams.

For instance, many websites were forced to promote product lines that weren’t in their original scope. Some also chose to sign up with other affiliate programs to ensure a more even distribution of revenue sources. Display advertising has also gone through a resurgence while web owners search for ways to boost flagging revenue.

Time will tell if the changes will be rolled back once the economic climate recovers, or if Amazon will stick to its new commission model. While the initial reaction to the Amazon 2020 update has been negative, it is also a wake-up call for site owners to either diversify or pivot from Amazon altogether.

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How to cultivate creativity and innovation in the workplace

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Creativity is something that many companies and employees strive for in the workplace. It is an opportunity for people to think differently and build skills in various areas. But creativity isn’t always something that comes naturally. It’s something that requires teamwork and effort and may even involve a change in thinking altogether.

But even with that thought, having creativity as part of a company dynamic is well worth implementing. Because originality leads to innovation. And this, in turn, makes unique outcomes that build relationships, drive success, and put you ahead of the competition.

Here are some easy ways you can cultivate creativity and innovation in the workplace and take your firm to another level.

Make Things Fun

Whether you work in a call center — or call centre if in the U.K. — or ad agency, ideas will only start flowing when they are allowed to. Making things fun is a great way to let the mind think more clearly. Nobody is good at being innovative when there is a tense atmosphere and mounting pressure to “get the job done.” So, it might be time to be a little more laid back and fun to create a happy atmosphere.

Being stressed just produces brain fog and burn out. So, to really get those ideas flowing, also try to keep things positive. This means no putting people down, always listening to others, and being generally encouraging. And that stays true whether you are dealing with people in the office or organizing remote employees.

Doing this will really help with people’s mental health, too, and will add to your company’s good reputation.

Trust People

Nobody likes being spied on with every little decision they make. In fact, the more that people are watched, the more mistakes they make and the more restricted they feel. So, it’s important to give employees autonomy to let them develop their own ways of working.

Say that the creative team has been assigned a task to research and create a short film on the top three alternatives to Trello. Instead of breathing down their neck and sending them constant notes on what you think is best, let them make their own decisions. That way, people won’t be making mistakes and worrying they aren’t doing the right thing. Instead, they will be making something interesting and engaging.

This also means calling fewer check-in meetings and encouraging more arts-based learning methods. Try to stay away from things like PowerPoints or presentations that talk at people. Alternatively, inspiring people to contribute and develop thoughts is a great way to get ideas flowing.

Image: 10 Digital

Be Supportive

Have you ever heard of a compliment sandwich? It’s a constructive way of giving feedback that involves a compliment, the feedback, and then another compliment. It’s basically a positive way of providing knowledge and telling people how to improve their work without being so harsh that it crushes their creativity.

The point of it is to show that you are supportive of people’s efforts and ideas whilst still showing there is room to grow. Of course, not every single idea will be amazing. But we have all had those moments in life when our ideas have been shunned and ridiculed. And when this happens, all people do is shrink away and not contribute at all.

It doesn’t matter if people are talking about Platform as a Service (PaaS) ideas or thoughts on website presentation. It’s imperative to be supportive when it comes to creativity. Without the right backing, an innovative idea quickly falls flat.

Don’t Let Toxic People Win

We have all met those that just can’t be happy for others or put people down at any given chance. But you know what? There just isn’t space for those people in the modern workplace. So, when coming across them, it’s time to pluck up the courage to not let them in. Because even if they make lots of money, they do nothing for the creativity or the morale of a company.

Let’s say you are having a team meeting on how to promote your latest cloud automation service and you are constantly having to defend yourself. Or you feel you can’t speak out about your ideas because of the way one person treats you. It’s time to take that toxic person to one side and discuss their behavior.

Otherwise, you may find it doesn’t matter how many project management tools you throw at the situation, the problem is too deep to fix and the creativity never gets a chance to bloom.

Make a Creative Space

An actual physical space can make a huge difference to people’s creativity levels. If an office is a simple white room with a few computers in, that’s not going to conjure up much innovation; especially compared to, say, an open, colorful room filled with sofas and posters.

Filling a room with joy can only be a good thing and it won’t be long before the energy of the space is reflected onto workers. That way, it doesn’t matter if you are talking about IaaS or new products. Having an inspirational space to work in will make it much easier to get those ideas flowing.

If it isn’t possible to give the office a total makeover, you can always encourage people to add a bit of personality to it instead. This can be through bringing in photos, putting up posters, or even popping a plant or two in the corner. It’s also important to encourage people to physically move around a little more in the office. Sitting in one space for hours won’t help the creativity one bit.

You never know, making a more creative space might even mean you feel more confident when it comes to making better company deals, like when going through the purchase ordering process or talking with clients.

Image: Gallup

With the right knowhow, inspiring creativity in the workplace is easily done. It might take a few changes to both attitudes and physical space. But when you see the positive changes it has on your company, you will realize how much it’s worth it.

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How to get started with Facebook Ads: Small business edition

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If you’re a small business owner who has struggled in the past with getting started with Facebook Ads, you’re not alone. Handling your social media marketing, especially when it comes to something with as steep of a learning curve as Facebook Ads, requires time, energy, and a certain depth of knowledge. Not every business owner has what is needed to create, monitor, and update ads.

But if you don’t have an in-house ad team or the means to hire a professional contractor, you’ll have to add it to your list of must-do’s. Luckily, we’re here to help.

In this article, we’ll go over how to decide if Facebook Ads are right for your business, what you need to do to get started and when it’s time to hire an outside agency to take over for you. Let’s go!

Are Facebook Ads Right for Your Business?

There are plenty of reasons to harness the power of Facebook Ads for your small business. For starters, practically everyone is on the platform — it has more than 2.7 million active monthly users. There’s a relatively even split among genders, too:

Source: Statista

Facebook’s age demographics are also interesting. Seventy-nine percent of people between the ages of 18 and 29 use Facebook, and the same percentage of people between 39 and 49 are on the platform. Plus, 68% of people between 50 and 64 use Facebook. That means that you can reach audiences in practically every age group.

Source: Statista

Aside from your audience (probably) being present on the platform, here are a few more reasons to consider using Facebook Ads:

  • All types of brands can succeed on Facebook. Because the platform is so popular, there isn’t a business type that’s left out. You can be a B2B or B2C company, cater to local customers only or have global reach, etc.
  • Organic reach will only go so far. There’s a ton of competition on Facebook, and you’ll find it hard for your content to compete if you don’t put some advertising behind it.
  • With Facebook Ads, you can target niche demographics. Your ads can reach people (or not reach people) based on all sorts of factors, like location, job title, online behavior, marital status, and more.
  • You can choose your budget. There’s no need to go above and beyond what you can reasonably contribute to advertising. Limit how much you spend per campaign or set a limit for how much you spend on all of your ad campaigns.

If you think Facebook Ads may be right for your small business, read on!

How to Get Started with Facebook Ads for Small Business

In this section, we’ll briefly go over the steps to getting started with Facebook Ads. While you’ll need to dig deeper to carry each step out, this will give you an overview of what to expect.

  1. Sign up for an ad account. You’ll do that in the Facebook Ads Manager. (If you don’t have one yet, you’ll need to set up a business Page, too.) In the Ads Manager, you’ll fill in business and payment info.
  2. Set your target audience. It takes a lot of time to figure out who your core audience is, so if you haven’t done audience research yet, this is the time to. When setting your target audience on Facebook, aim for a range of 50,000 to 100,000 people — that sounds like a lot, but you’ll need to get specific to narrow it down that much.
  3. Create your first campaign! This is going to be a long process the first time you do it. That’s OK, though — Facebook Ads are as effective as they are because they have a lot of options. During this step, you’ll do everything from choosing your ad’s goal to picking a format … and a lot more. This page has info on every part of the process.

One last thing: getting started is just the beginning (obviously). A huge part of running successful Facebook Ads is measuring and managing them. That means keeping an eye on how they’re performing, then making necessary changes to get even better results. Rinse, repeat.

Should You Hire a Facebook Advertising Agency?

We completely understand if you’re already overwhelmed. Even that three-step process outlined above has multiple sub-steps to dive into. If you’re wondering whether or not it’s a good idea to hire a Facebook advertising agency to take over for you, here are a few pros and cons to consider:

  • An agency won’t be nearly as familiar with or devoted to your brand as you are. On the other hand, they’re experts at their craft, and creating promotions on a brand’s behalf is what they do.
  • You have a lot more control when you’re in charge of your ads — you don’t have to worry that something is going to go up without your approval.
  • Agencies are used to juggling several clients and campaigns, and they can alleviate a lot of marketing work for you.
  • When you run your ads, everything is accessible to you while keeping information private and secure. With an agency, you’ll have to hand over access to your accounts.
  • Agencies often have software and tools that you don’t have, don’t know about, or can’t afford.

Wrapping Up

Choosing to handle Facebook Ads yourself (or even run them at all) or outsource the project to an agency is a personal decision. If your audience is on Facebook, that may be the easiest question to answer (with a resounding “yes, I’ll definitely advertise there!”). When it comes to who will handle the ads, though, give it some thought.

If you have the time, interest, and tech/marketing savvy to learn, create and manage Facebook Ads on your own, give it a shot. But if you’re already stretched thin, consider handing it over to the pros. What you spend on the agency may be less than what you could lose if you don’t set up your ads correctly.

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7 big organizational benefits of remote work for employers

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Remote working may sound attractive to employees, but there are huge organizational benefits for employers, too. With 74% of professionals believing that remote working will become the new normal following the COVID-19 pandemic, it looks like its popularity isn’t going to end any time soon.

So, how can you make it work for your business and reap the benefits? Read on to learn more.

1. Increased staff productivity

Empowered remote teams are more productive than their office-based counterparts, even though you might assume the opposite to be true. A study by Harvard Business School showed that remote workers’ output increased by 4.4%. Removing the need for an energy-draining physical commute is just one reason why.

Feelings of autonomy coupled with reduced workplace distractions and the ability to work during the hours that suit them, all increase the productivity of remote employees.

Image: Buffer.com

2. A healthier, happier and more loyal workforce

Introducing remote working into your organization’s corporate culture can have a really positive effect on employee happiness and health. Working remotely is seen as a perk, and generally increases feelings of loyalty from staff. It can help to improve employee satisfaction and retention levels.

The health benefits are multiple, leading to less absenteeism and, therefore, more productivity. Remote working allows employees to have more time to build exercise into their daily routine and reduces the time taken off if people are unable to travel to the office. Also, if an employee is sick, they won’t spread their germs to the rest of the team if they are working remotely.

It is important, however, to minimize the risk of remote work fatigue for employees, and avoid issues such as screen strain. This can be achieved by issuing clear remote working guidance and creating a robust home-working company policy.

3. A team prepared for anything

Life is what happens when you’ve made other plans! An employee may have every intention of making it into the office on time. However, they could encounter numerous problems such as train cancellations, car breakdowns, or extreme weather events. Remote employees are also better placed to work despite personal or childcare issues, such as emergency school closures.

In fact, cloud computing, essential for remote working, can enhance an organization’s ability to deal with any form of disaster, such as technology and infrastructure problems, cyberattacks, or burglaries. Being able to demonstrate a robust business resilience strategy and a real understanding of cybersecurity can be very attractive to potential customers.

4. A global talent pool

Remote working opens up far greater access to applicants when recruiting, with no geographical restrictions. Being able to select employees from a much wider talent pool allows you to select only the very best, leading to obvious benefits for your business.

Going global also allows work to continue around the clock. By recruiting a customer service team across different time zones, there will always be someone available to answer your customers’ queries no matter what the time of day.

You can also hire native speakers in different languages and connect with people all around the world. Effective performance management tools can help your HR department to manage employees, no matter where they are based.

5. Remote working is better for the environment

Powering and heating large office spaces is not very eco-friendly and neither are all the greenhouse gas emissions created during daily commutes.

Reducing your organization’s carbon footprint not only has a positive effect on the environment but can also enhance reputation. Consumers are now actively seeking to purchase from or invest in environmentally friendly companies.

6. A cost-effective strategy

The costs of renting or buying a large office space can be extensive, and it doesn’t stop there. Lowered business expenses can also include savings on supplies and equipment, with many remote employees happy to use their own personal laptops.

Perks like office parties are not expected to the same extent by remote workers. Virtual alternatives can be held at a fraction of the cost.

Image: Stafiz

7. Today’s remote working tools make it easy

Modern remote working tools and activities such as conference calls and sharing screen technology make it easier than ever before for businesses to manage remote teams without losing efficiency.

Video conferencing is the new normal when holding meetings. This creates better attendance rates and the ability to record sessions for later viewing by people unable to attend.

Implementing remote working

With work from home here to stay, business owners should embrace the organizational benefits of having a remote or hybrid workforce. Employees love the flexibility and control over their lives that remote work offers. However, as we have outlined above, there are big advantages for employers, too.

If you are wondering how to implement or get the most out of remote working teams, there are many online resources available. You may find the following article helpful: 16 effective communication techniques for remote work.

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Audio marketing: From radio to Clubhouse

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Audio has substantially evolved since its early analog radio days, and today, it is an incredibly effective way to emotionally resonate with audiences and leave a lasting impression.

In the past decade alone, there has been a continual upward climb of audio markets. As consumers look for ways to multitask or consume content on the go, podcasts, audiobooks, and streaming services are becoming increasingly popular. In this last year alone, a wave of social audio rapidly took over, with the emergence of trendy Clubhouse and Twitter’s very own voice-focused social, Spaces.

As businesses learn about the power of audio, incorporating it into their marketing strategies will give voice to their brands and help them connect to customers through authentic conversations, unlike any other medium.

Infographic courtesy Transcription Outsourcing, LLC

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Product configurator: The key to e-commerce personalization

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Personalization has been a potential promise of the internet and e-commerce since the early days of the internet. Since the dawn of the modern internet, the belief is that getting a product down to a specific user’s need is beneficial, as it leads to greater loyalty and exceptional customer experience.

There are four main approaches of how to handle customization:

  1. Adaptive customization: Using a standardized product designed to accommodate many uses. One such example is Phillips light bulbs, where a customer can adjust color, brightness, change how lights are controlled, and program schedules.
  2. Transparent customization: Where a manufacturer adjusts based on customer data, such as function of beauty hair and skin products. They are formulated for each customer, but with the same packaging.
  3. Cosmetic customization: Think of Nike, where you as a customer can select a standard style and size of shoe, but can customize colors and finishes.
  4. Collaborative customization: The most advanced — the example of Sheffer Cylinder Configurator, where the customer can work directly with an engineer or design on their own.

Product configurator is the technology used behind the scenes to enable proper product customization at scale.

Learn more about how the product configurator achieves a superior level of collaborative, high customization with the visual deep dive below:

Infographic courtesy CADENAS PARTsolutions

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How leaders can make meetings more effective by building resilience

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This article was originally published at RealLeaders.

The breadth of change for leaders and their teams during the global pandemic has been dramatic: what we’re doing, how we’re working, when, and of course, where. During my hundreds of hours of coaching this past year, I’ve watched executives adopt significantly new and different routines and gain confidence over time.

Broadly speaking, many challenges have been met. But I’ve also found that success in adapting as team leaders in these times has much to do with the leaders’ ability to shore up their own and their teams’ emotional and psychological reserves — to build resiliency.

Building resiliency includes viewing leadership as an experience instead of a role. Leaders consider their impact in each conversation, relationship, and meeting. What makes an experience satisfying will depend, in part, on the individual. But in these challenging times, reducing stress and overwhelm is critical to help teams focus and stay productive.

Given the preponderance of meetings leaders and teams are facing lately, here are four ways leaders can create satisfying experiences and build everyone’s resilience — including their own:

Create agendas with a beginning, middle and end.

Since working today often means there are no longer informal buffers between meetings, such as chats in the hallways or brief stops in a colleague’s office, leaders need to allocate some meeting time for mental, psychological and/or emotional transitions. Not unlike closing one’s computer apps after use so that the operating system doesn’t crash, humans need to “close” and then “open” too. The benefit is a team that is more present and more effective.

Help people bring their whole self into the room.

With video meetings often strung one after another, people tend to come into each meeting still processing the feelings, decisions, and implications that just happened in the meeting before. Leaders can help people close on their last experience by asking each person to check in and share their lingering thoughts and feelings before diving into the work at hand. Try these questions:

What is sticking with you from our last meeting and why?

Is there anything you need to say or do so that you can be fully present in this meeting?

Then, to help each person bring their whole self into the room and turn to the collective needs of the group, ask, for instance:

What do you most want from today’s meeting?

As a team, what do we collectively need to pay attention to as we begin?

What is one wish and/or one concern about today’s meeting?

To assess the emotional tenor of the room, build rapport, or lift energy levels, leaders can ask:

How are you feeling as we begin this meeting?

What’s the best thing that happened to you today? How can you stay with it in this meeting?

Conclude the meeting with a check out.

A check out at the end of each meeting is highly useful to reveal unspoken assumptions and feelings about what just happened. It’s a powerful tool for helping others make sense of their experiences and the experiences of others, which is a way to support closure for each person before their next task. It’s also a perfect opportunity for teams to provide feedback for each other. Examples of check-outs include:

What was the most important aspect of this meeting for you?

How do you feel as we end this meeting?

What did we achieve as a team, and what’s left to discuss for next time?

Is there anything about our process you would like to see different in our next meeting?

Leaders need not respond to each comment or person. The goal is to give each person a space to share, process feeling and thoughts, and build trust by listening carefully and creating a safe environment. Let the statements stand on their own, or ask the team what they noticed about what was said — allowing them to make sense of the groups’ needs.

During meetings, consider when to switch from task to process, and back again.

One of the most powerful aspects of being a team leader is the ability to influence the meeting’s progress. The importance of determining how much time should allocated to a topic in the moment cannot be overstated.

This is especially true in online environments, where it can be more challenging to bring unspoken feelings to the surface. When there is no safe opportunity to share, concerns stay covert, resulting in private chats between colleagues and a team that lacks cohesion.

Leaders have learned a lot about resilience during the last year. Their ability to create experiences that take into account psychological processes will further build resilience in both themselves and their teams. And with more change on the horizon in 2021, leaders can take deliberate steps to do so — starting at their very next meeting.

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2 eye-opening chatbot stats, backed with data from 400 websites

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Chatbots are by no means a new technology, but the biggest surge to utilizing them for business is yet to come.

The focus with chatbots has long been on improving efficiency and saving costs in customer service. However, innovative chatbot implementations prove that chatbots have high potential in generating revenue by converting leads and sales online. Another prominent area is recruitment, where chatbots are used to attract passive candidates and screen them in an instant.

These two eye-opening chatbot stats will make you consider the potential of chatbots in a new light. The numbers are backed by a study of 400 companies in 25 industry categories. Find more information and a link to the study report at the end of this article.

Let’s start off with a big one…

Chatbots increase website conversion rate by 10-100%

Data shows that adding chatbots on a website is an effective and reliable way to increase conversion rate. Conversions in this case mean for instance contact requests, demo bookings, sign ups to events and webinars, newsletter subscriptions, job applications, and so on.

Conversions are often directly linked to a business outcome (e.g., sales qualified leads, SQLs), but also softer conversions (marketing qualified leads, MQLs) create valuable engagement between the website visitor and the firm.

Increases in the company website’s conversion rate are somewhat of a holy grail to results-oriented marketers regardless of vertical. Therefore, such solid evidence of chatbot gains serves as an encouraging signal to marketers who haven’t explored the tech so far.

In the study, the 10-100% increase was calculated on top of a 2% baseline conversion rate, which represents a simplified average, mostly achieved with traditional contact forms.

OK, what about the other amazing chatbot stat?

10-30% of chatbot conversations result in a conversion or lead

This statistic is extremely tangible and therefore perhaps even more impressive than the first one. Think of it this way: Out of 100 people who start chatting with a bot, on average 10-30 convert into a qualified lead or perform another defined action.

That is huge.

Getting website visitors to start conversations is a real gold mine. The power of chatbots is largely based on two-way interactivity, and the most effective chatbots even make chatting fun. Users proceed towards conversion step by step, so the hurdle of conversion is much lower than with contact forms, where several pieces of information need to be filled in at once.

The conversational nature of chatbots adds an entirely new level of engagement on any website. Chatbot conversations are best served context-specific, personal, helpful, and, of course, fast and easy for the user.

The future of chatbots is bright

The two chatbot stats in this article are only a small part of the evidence supporting the view that today’s chatbot technology comes with high results potential. What’s more, the benefits of chatbots are no longer only tied to soft metrics, but also cover key success factors like conversion rate and online sales.

The global chatbot market is projected to reach USD 9.4 billion by 2024. By then, automated website conversations — whether they’re about support or sales — will be rather required by customers than just a nice to have addition.

Briefly about the data

The chatbot statistics presented in this article are based on a study of 400 websites that use chatbots for various purposes, including lead generation and sales, customer service, and recruitment. Studied chatbots were hand-built decision tree bots with no advanced AI. Access the full report with industry-specific data for 25 verticals.

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How to boost your sales with an improved e-commerce customer journey

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Online shopping and same-day deliveries have increased consumer demand. Now, you can’t just create an e-commerce website and expect your products to sell. Customers have a range of expectations from your brand even before they click on your website.

Not being able to provide an optimum e-commerce customer journey can take a toll on your revenues. You should always aim to offer a bit more than your competitors for an unmatched purchase journey and customer experience.

In this post, we will explore three main ways to build a stellar digital customer journey. But first, let’s check out a few essential facts.

What Do Customers Expect from Your Brand

Any e-commerce platform needs to ensure multiple factors to provide the ultimate customer service. What are consumers looking for?

Reasonable Shipping Costs

44% of customers abandon carts due to high shipping charges, fees, and hidden costs. Your shipping should have clear pricing and be transparent.

Guest Checkout

Many people steer away from your checkout page when they need to create an account. Guest checkouts can help you lose fewer customers.

Excellent User Experience

The customer journey should be smooth and uninterrupted. Any hiccups, like slow payment processing, can make your customers leave.

Secure Payments

19% of customers quit shopping when they don’t trust your site’s payment systems. Ensuring proper protection and using reliable payment gateways are a must.

Free Returns

Free returns can make or break your business. More than 49% of retailers help their customers replace their products for free. Your service should be on the same lines.

3 Main Focuses to Improve Your Customer Experience

1. Website

A reliable website performance helps you nail down more profits. Here are the things you need to pay attention to:

Loading Speed

40% of users steer clear of a website if it fails to load in 3 seconds. Your website should load quickly on both desktops and mobiles.


More than 53% of internet traffic now generates from mobile. You are sure to miss out on many customers if your e-commerce website doesn’t perform well on mobile.

Ease of Use

Bad user journeys make 88% of shoppers leave a website. Your online store should be user-friendly and easily navigable. Only then can you boost sales.

Easy Checkouts

Checkout barriers like “sign-in” are a sure way to drive away customers. Make your checkouts simple and enable guest purchases.

Multiple Payment Methods

Digital payments now make up 41.8% of global shopping. You need to offer multiple payment options, so your clients won’t have any purchase problems.

Fortunately, you can hire a web developer and improve all the above factors!

2. Communication

Optimum customer support and assistance can create instant loyal customers. Here is what you need to look at:

Customer Support

No customer experience strategy is complete without customer support. You should have at least a few human representatives as 75% of customers prefer a human touch.

Product Support

Product support is necessary for all products, not just tech solutions. You can help your customers make the most of your products for the ultimate satisfaction and loyalty.


Encourage your shoppers to leave reviews as 91% of new-gen shoppers put their faith in online reviews. Even negative reviews count and can improve your conversions.

Thank You Page

Thank You pages not only make customers feel good but also increase conversions. They can be a great way to nurture your converted customer and push for upsells.

3. Additional Perks and Policies

Extras always win hearts. Try to include more perks of shopping at your website to offer the best digital experience. Focus on the following:

Free and Fast Delivery

9 out of 10 shoppers see free shipping as an incentive to buy more. Additionally, 61% of buyers are ready to become loyal customers for same-day shipping. Do you need more reasons?

Right Price

The internet has made it easy to track the lowest prices. You can’t expect to sell if your prices are higher than your competitors.

Free Returns

You already know how free returns affect customer experiences and your profits. So, you should always have a free return policy.

Loyalty Programs

59% of customers prioritize rewards or loyalty programs when choosing a retailer. Plus, a 5% increase in customer loyalty can boost average profits from each customer by up to 100%.


70% of shoppers in the U.S. and Canada feel brands should be eco-friendly. You should cut single-use plastic and use recyclable materials for packaging. It’s a great way to improve your e-commerce customer journey with minimum effort.

Final Thoughts

Reliable website performance is the foundation of a great customer experience. Things like free shipping, more payment methods, and fast delivery are vital to growing your business. Additionally, you need to engage and nurture your customers the right way with high personalization. Plus, a few perks like loyalty programs and free returns take your customer journey to the next level.

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What types of knowledge can a law firm marketing agency provide?

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Marketing your law firm means that you want to attract clients to your firm. Often, this includes blogging, digital marketing, billboard ads, SEO, and many other strategies. However, doing this takes a lot of time and knowledge.

A law marketing firm can do this for you and give you a lot of knowledge on how to do it. It’s a delicate balance to invest money in marketing and run your law firm at the same time. Knowledge is the key to success. You need to know which methods are most effective for your law firm.

Over 70% of searchers don’t go past the first page of Google. And over 90% of online searches are done on a search engine. Your law firm needs to be seen high up in the search engine results pages. A law marketing firm can make sure you’re using good keywords, have good written titles and descriptions, maintain a logical website architecture, optimize images, and use a good hosting platform.

A law marketing firm can also let you know the aspects you need to pay attention to. For example, in 2021 it’s important to increase the length of time visitors spend, reduce the bounce rate, focus on long form content marketing use schema markup, and make sure your website is mobile friendly. Link building and citation building are all important, and today it’s important to have good local SEO. That way, your ranking will be higher, and you can attract more potential clients for your firm.

You can get the knowledge and assistance you need to run an effective Google AdWords campaign with a law marketing firm. A well-optimized Google AdWords campaign will send a lot of highly qualified traffic to your website. A law marketing firm will also help you avoid using competitive keywords.

Most lawyers don’t know how to build and optimize landing pages. Yet, it’s a very important marketing strategy. Get the knowledge you need to do this from a law marketing firm. It can mean the difference between just getting traffic and getting more paying clients. You want your visitors to convert. Landing pages must be professionally written, optimized for a specific action related keyword and unique.

It’s also important to increase your firm’s presence in legal directories. Being featured in some of the main ones can help increase your traffic and give you a citation and hyperlink back to your website. Citations mention your law firm’s website on third-party sites, making for both an easy and affordable way to promote your law firm.

If you’ve never used video to market your law firm, a law marketing firm can assist you with this. This is very important to do because you’re 50 times more likely to be featured on the first page of Google if you include a video. Video helps build trust with your audience and increases conversions. Video can also be used to introduce the new lawyers at your law firm. Plus, it’s a great thing to use for mobile marketing.

In today’s world, you definitely need a responsive website. You may even want to ramp it up a bit and get accelerated mobile pages. These are stripped down HTML copies of the standard HTML5 documents. The end result is faster speed, which is an important Google ranking factor on mobile devices. If you don’t have fast webpage loading times, it’ll decrease your conversions. Be sure to speak to a law firm marketing company to get accelerated mobile pages.

A law marketing firm can also help you design and create inbound marketing campaigns with gated content. This is an effective passive marketing strategy. It’s usually done through branding efforts, social media marketing and content marketing. With powerful content, you can build awareness of your law firm and demonstrate your law firm’s expertise. Gated content can be in the form of how-to videos, newsletter articles, case studies and educational blog articles.

Lastly, a law firm marketing company can assist you with newsletter marketing for your specific practice areas. Newsletter marketing is still an effective marketing strategy today. A newsletter sent to people on your list keeps you on the top of their mind, demonstrates that you’re up to date with legal news and shows you as an authoritative resource. A law marketing firm can assist you with developing newsletters about recent case studies, awards, and practice area updates.

So, should your law firm use a law marketing company? It can prevent you the cost of making a poor decision when it comes to your law firm’s marketing. Using a professional law firm marketing company is a cost-effective choice. Plus, you can choose from a variety of different packages that suit your law firm’s goals and needs.

If you don’t, you’re likely going to wind up spinning your wheels and spending more money trying to figure things out for yourself. Don’t be penny wise and pound foolish. If you’re not getting the results that you want from your company’s website, call a law marketing firm today.

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