Learning Zone Archives - Kelly Slessor

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

Sign up for the 6 week Digital Growth program and get access to the GA4 masterclass.

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 e-commerce 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

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.

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!

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.

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 e-commerce 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.

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.

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.

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.

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

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.

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, E-commerce 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.

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.

.au Domain Names

auDA (the organisation that manages domain names in Australia) recently launched .au. If for instance, your website is kellyslessor.com.au, you can now register for www.kellyslessor.au

According to auDA, the benefits include shorter, simpler more memorable domain names. Of course, there is also an opportunity to make more money!

Businesses must register their domain before the 20th of September after that, it’s a free for all, which means anyone can buy your .au domain name.

This potentially opens your business up to some huge risks; anyone can purchase your domain name and begin stealing traffic, impersonating your site, or demanding dollars. It’s impossible to determine how likely these are, but the unknown is enough for me to advise action…..The risks to your business include:

Losing traffic and sales
Being charged at a higher rate by someone who purchased your .au domain name before you.
Fraud

Count down to the 20th of September…

Days

Hours

Minutes

Seconds

How to purchase your .au domain name

To purchase your .au domain name, go to your hosting provider, such as GoDaddy or whoever you use. It costs roughly $12 per year. After purchasing your .au, you can either:

Redirect it to your .com.au OR
Park it.

If you need any help/have any questions, just shout.

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.

Do you know your Customer?

Understanding your customer is absolutely key to driving growth in digital.

Here’s how a lot of my conversations start……

RETAILER: “Kelly, can you help us drive more traffic and sales?”

ME: “Of course who is your customer?”

RETAILER: “Everyone from 18 – 65……..

ME: ️️️ Sigh….. 🫠 🥲

Let me show you the math….

$100 spend on Facebook Ads per day

Targeting 18 – 65, all genders (21 million people)

Average clicks to site = 500

Average conversion rate at 0.5% = 2.5 sales per day

Average Basket Size = $60

Average return on ad spend (ROAS) = $150

For every $1 you spend you are getting a $1.50 return (take out all your costs, product costs, staff, and digital it means you are probably not breaking even!). Knowing your customer will reduce the cost of acquisition. Drive more customers both into store and online, who are more likely to buy!

Voice of the customer ️

Often we try to sell to customers what we have, instead of understanding what they want. We use our language, instead of their language. Talking to your customer in their voice creates greater connection and engagement and increases sales. To find their voice, look at your reviews. Listen to what people ask for in-store. Use their language on your website and across your social channels.

🗣️ "If you had some magic power and were able to discover exactly what customers are craving, and if you also knew how to produce their dream product at a low price, then you would be guaranteed to get rich! Therefore, capturing the exact Voice of the Customer is like striking gold."

~Kai Yang, Author of Voice of the Customer: Capture and Analysis

EOFY Half Day Digital Strategy Session

Building a sustainable Ecommerce growth strategy that drives conversions and revenue is an exercise that can take some retailers weeks, and months and in some cases doesn’t get completed.

Special offer, Shane Lenton, CIO of CUE Clothing Co and Founder of Unified Commerce and I will be running a half-day strategy session for retailers on the 28th of June at 9 am -12 pm.

Shane has over 20 years of experience across a variety of industries including retail, finance, media and government with a track record of delivering industry-leading and awarded solutions.

Book into a half day planning session to get access to templates, tools, a framework and over 40 years of experience in growing digital.

Website Plugins that will grow your sales ✅

The best website plugins for your ecommerce store

I know you’d much rather be with customers than creating or updating your website . But this digital stuff allows you to connect with more customers more often. Plugins help us with this. Did you know????

💸 Australians are among the biggest

Ecommerce spenders globally avg.

spend in 2021 @ $2700.

Foundation Plugins ️️️🛠️

Making sure you have a great foundation is key to the digital customer experience. Here are some foundation tools and plugins that will make your website creation and growth easier:

SEO Plugins that help you nail your SEO. Yoast for WordPress users (Free or Pro USD 89) and Plugin SEO for Shopify users (Free or Pro $20).

Filter Search plugins allow your customer to filter products by categories, attributes and product tags, etc. Woof for WordPress users (Free or Pro $39) and Product filter & search for Shopify users ($19/ month).

Design & layout tools that allow you to add your own design to your product pages. Elementor for WordPress users (Free orPro USD 49) and Page Fly for Shopify users (Free or Pro USD 49).

Up-Sell and Cross-sell plugins that show the up & cross-sell on your checkout. Upsell order bump for WordPress users (Free or Pro USD 40) and Revy for Shopify users ($19.49/ month).

Abandon cart plugins that help you convert and encourage the customer. Cart bounty for WordPress users ($48 one-off) and Consistent cart/ Klaviyo for Shopify users (Free or Pro $29).

City of Sydney Reboot Series⁠

Next week, will be our 5th session of the reboot series and I have loved spending time with Naomi, Mel, Lisa, Wayne and Ronny. Also, can’t wait for the Driving growth with online search session.

If you missed out on these sessions, here are the recordings:

Next Session: 10th May 2022: Driving growth with online search with myself, Kelly Slessor, E-commerce expert. Register for my session, HERE.

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.

Traffic Vs Conversions

I get asked every week, almost daily, “how do we grow our traffic?”

I work with a wide range of retailers, from Butchers, to Bakers to Candlestick makers earning anything from a few thousand dollars to $10 million-plus. The answer is always a question:

What is your conversion rate?

You see, there is no point driving traffic to a website that isn’t converting. It’s like renting a store, paying for the fit-out, investing heavily on local advertising and ignoring the customers you attract.

Brands spend just $1 on conversion rate

optimization (CRO) for every $92 spent

on customer acquisition (Econsultancy)

Conversion rates vary, across the 100’s of retailers I work with – the good performers convert at 2% +

WARNING RANT COMING: On average in-store conversions are at 30%, food retail at 90% and digital converts at 2%. This proves we are doing something really wrong with this digital stuff.

Conversions Rate Checklist ✔️

1. Imagery. Good product images get 30% more conversions. If you don’t have a graphic design team or you’re flying solo, here’s a quick canva hack to make your imagery more consistent.

2. Product Page Copy. Write in the “voice of the customer”, look at your reviews, listen to your customers in-store and use their language on your product descriptions. Often we get very creative OR technical with our product descriptions; your product or service pages are your store.
Check out Oodie Product descriptions, for a great example of how it should be done.

3. Simple checkout. Reducing the number of fields on a form from 4 to 3 can increase conversion rates by 50%. Is your checkout simple? – too many buy options can be a distraction.

4. Speed. having a fast website is so important that Google ranks you on it – here’s a tool to check your page speed.

5. A strong call to action. make sure your buttons clearly stand out, use colour psychology don’t use red (psychology of colour = danger)

If you need any help grow your digital channels, get you set up online, or create content that connects, please do not hesitate to reach out, book a strategy session or a call with me.

City of Sydney Reboot Series⁠ 🗣️

I have been working with the City of Sydney and NSW Government Business Connect Program, to develop a series of FREE small business education webinars – we’ve had 3 so far, with the amazing Naomi Simson, and Melissa Browne. Also, I delivered a session yesterday, on all things digital. We have 6 sessions to go with leading experts covering social media, content, storytelling, and SEO, you can register with the link below and watch the previous sessions.

Brand building with Naomi Simson

Financial fundamentals with Melissa Browne

Next session on 26th April 2022: Content that drives clicks with Lisa Muxworthy, editor-in-chief at news.com.au. Hit the button below to register.