4 Hot Mobile Marketing Trends to Watch in 2016

Few things have had such a profound effect on the way we live, work, play and socialize as mobile devices. From sending emails and texts to incorporating cameras, GPS navigation, menu ordering and entertainment, no one could have predicted that the humble “brick” would evolve to become such an integral part of our digital lifestyle.

But just as devices and technologies change, so too do our marketing methods. 2015 was the first year that mobile traffic exceeded that of desktop users. As marketers, this opens up a whole new field of ideas to try and avenues to pursue in order to reach these customers, create dialogues and forge relationships with them in a way that makes our offer irresistible.

Gone are the days of top-down communications, of intrusive ads and poorly aligned customer outreach campaigns. Today, we have more data than ever, and we’re leveraging it to come up with innovative trends and ideas like these:

Customer-Centric will become Customer-Obsessive

Big Data becomes Meaningful Data in our rush to learn more about our customers.
Image source: Connexia

It sounds like the makings of a horror stalker film, but the fact is, in our race to become more customer-centric, we, as marketers, are already bordering on obsession. We’re finally at the point where we’re not being swallowed up by wave after wave of big data, and can start using it to create more meaningful interactions.

Mobile is the vehicle that makes this happen. Few other things are as pivotal to sealing the deal as a device that the customer carries with them everywhere. Figuring out how to make that impact is something that companies are still working on, but you can bet it will be the customer, not the corporation, that powers how these decisions are made.

Search Engine Results Will Display More than Pages

You got Apps in my SERPs!

Google already displays videos in search results, but they’ve recently been experimenting with video ads as well. Other search engines, as well as other platforms like Facebook and Twitter, already leverage these types of ads in the form of auto-playing videos and Vines respectively – but at the moment Google is still testing the waters to determine how audiences respond to video-based ads.

Assuming users are receptive of the idea, don’t be surprised to see apps also sharing a place at the SERPs table. Sure, we already have app directories and recommendations, but apps as part of search results will take these directories and stores to a whole new level.

Also, don’t be surprised to see big shifts in mobile search. UI and UX specialists are still learning how we gesture, point, flick and tap on our devices, and with a search interface that’s designed for typing and scrolling, you can see how trying to wrangle a process built for computers into a small screen with taps and flicks just becomes an exercise in frustration. With so much data available, and so many past browsing habits to draw from, coming up with a page full of results is no longer going to cut it. It’s very likely we’ll see fully optimized, fine-tuned mobile search that enlists the help of third party apps to not just recommend a particular product, but find it in the customer’s preferred color, size, location, price range and much more.

Brands will Blur the Lines Between Apps, E-Commerce and Social

Well-known social platforms are taking their awkward first steps into becoming shopping centers.
Image Source: Adweek

2016 will be the year of even greater innovation from apps we already know and recognize. More seamless integration between those apps and their corresponding e-commerce and social outlets will become commonplace. Many social platforms are already tying e-commerce features into their networks. From Instagram’s “Shop Now” to Pinterest’s “Buyable Pins”, today’s hottest platforms are looking for ways to blur the lines between web, social, app and e-commerce.

As you might expect, the rallying cry from marketing has been “people don’t shop on social media!” but as mobile, social and e-commerce become more integrated, the possibilities open up to hit the right combination of buying and browsing buttons to turn that notion around.

Apps Become Reflections of our Lifestyles

Apps will evolve to become more feature-full in an attempt to position themselves as a lifestyle choice rather than a novelty.
Image Source: EATT Magazine

The problem so far with consistent app adoption has been nailed down to one singular issue – bandwidth. With caps on data and insane overage charges, brands really can’t get as creative or forward-thinking as they might like to with restraints like those holding them back. These days, you might have one app for weather, one to track your fitness level and food input, and another to remind you when it’s time to pick up the kids from school.

Expect apps in 2016 to become less about individual features and more about becoming an integral part of your life – a fitness journal that displays the weather before your run and reminds you when it’s time to get the kids. Sound a bit far-fetched? Not to app developers. As long as there are forced restrictions on how much you can download, apps themselves play a pivotal role in position themselves as more of a lifestyle attachment than a usable “thing” that can quickly be uninstalled in favor of the next big thing. There’s only so much bandwidth that will fit in a mobile plan – better make sure your app is making the most of it.

What’s more, the apps you choose could very well communicate your values in terms of your lifestyle. Just like Doritos and the Superbowl or Mountain Dew and gamers, the apps you use every day could tell people “I’m proud to be a _______ and that’s why I use (app). The more attuned these apps become to our goals, likes and dislikes in life, the more they’ll find themselves being used likely far beyond what the original developers envisioned.

The Next Big Thing?

2016 is bursting at the seams with mobile potential, and that’s not even counting things like wearable technology and mobile automation systems like Echo, Cortana and Siri. At the end of the next year, we’ll take a look back and see how these trends played out. Did they catch on or fizzle out? Did something new and unexpected take hold of our collective attention? What do you think will be the next big thing? Share your ideas with us in the comments below!

About the Author: Sherice Jacob helps business owners improve website design and increase conversion rates through compelling copywriting, user-friendly design and smart analytics analysis. Learn more at iElectrify.com and download your free web copy tune-up and conversion checklist today!

The Complete Guide to Website Push Notifications for Ecommerce

Website push notifications are clickable messages that are sent by a website to their subscribers’ browsers. They work very similarly to mobile app push notifications (notifications sent by a mobile app that land in your notification tray) except that they work on websites instead of apps and can be accessed on all devices (desktop, mobile, tablet, etc).

In this article, we’re going to take a look at website push notifications in the Ecommerce space. We’re going to discuss why Ecommerce players cannot afford to ignore website push notifications, how they work and how to optimize your push notification campaigns to deliver great results for your online store. Let’s start!

Why use Website Push Notifications

A brief look at the communication channels for Ecommerce

Ecommerce businesses use a variety of ways to grow their traffic i.e. new visitors, as well as engage with their existing traffic i.e. the folks who have already visited your website. These include exploring various communication channels – email, social media, SMS, push notifications (both websites and apps); it also involves employing these channels in different kinds of campaigns to reach and engage users. Let us take a brief look at each of these channels and try to understand where they prove useful.

Email

Email is most commonly used to deliver curated product suggestions, advertise upcoming sales and discount offers, ask for product reviews, recover abandoned carts, deliver transactional information such as order confirmation, tracking details etc.

The main advantage of email marketing is that it has a wide reach – a study by The Radicati Group reveals that there are currently 2.6 billion email users, which means that more than 1 out of 3 people have an email account. Another very important advantage is that an email stays in the inbox, accessible anytime, unlike social media messages and notifications, which are harder to access later (or even impossible). This is particularly useful for delivering important information like order and tracking details.

Where email marketing misses out, however, is the ability to deliver time-sensitive information. According to Zipstripe, the average time for email recipients to view an email message is 6.4 hours. This means that email is not effective for sending time-bound emails, such as coupons with a tight redemption period, or important actionable information such as “Your package is out for delivery”.

Social Media

Social media networks (Facebook, Twitter, Pinterest, Instagram) work better than email marketing when it comes to delivering short-time offers and discounts since people spend more time on social media websites than on any other online activity. So, what’s the problem? It’s the problem of engagement – only 0.07% of your Facebook audience interacts with your posts and the figure is 0.03% for Twitter. What this means is that social media is not very effective for messages designed to achieve a specific purpose in a specific time, since so few of your audience will actually react to that message. Instead, social media is better employed as a means to establish your brand and build a relationship with your audience.

SMS

SMS is effective if you want your user to read your message very quickly – 90% of SMS messages are read within the first 3 minutes. This makes it useful for communicating important business-information like “Your cab is arriving” or “Your item will be delivered today”.

SMS should not be used for information that the user will need to access later, such as receipts. SMS messages are difficult to search later on. Another disadvantage of SMS messages is that they can only contain a maximum of 160 characters, which drastically limits the kind of communications you can have through SMS.

Push Notifications (Mobile apps)

Push notifications is the default way by which mobile apps communicate. It scores over email for promotional content in that it delivers messages in real-time and it has also reported higher response rates compared to email (Open rates for push notifications are 50 percent higher than for email, and click rates are up to twice as high, according to this survey).

It is tempting to think of app push notifications and SMS as the same but they have crucial differences – the opt-in/opt-out options in app push notifications give the user greater control over what kind of messages he/she wants to receive. SMS on the other hand, often comes unsolicited and it is harder for the user to disable. Because of this, SMS is often perceived to be a lower messaging medium.

Where does Website Push Notifications fit into the picture

Website push notifications fit into a very unique spot in this entire spectrum. It differs from mobile app push notifications in that while app push notifications are limited to mobile devices and tablets, website push notifications also covers desktops. Desktop usage still accounts for 42% of total internet time. Web push notifications deliver the power of real-time push notifications to this 42% of internet users.

Another point which makes website push notifications very important for Ecommerce is the cost factor. Building a quality app is an expensive affair and sometimes the ROI can be difficult to justify. In fact, for small and medium sized companies, mobile websites may reach more people than mobile apps do. This makes website push notifications more critical since it gives businesses the ability to send push notifications without investing in an app.

All in all, it can be seen that website push notifications is an important channel for Ecommerce since it gives websites the power of instant communication via websites and that too on all devices, be it desktop mobile or tablet.

How do Website Push Notifications work

By default, whenever you install a mobile app, you give the app the permission to send you push notifications on your device. Websites, however, have to explicitly take permission from their users to send them push messages. This is how website push notifications work:

1. The first step is getting opt-in from visitors. As soon as someone arrives on a website, an opt-in box is triggered. If the visitor clicks on “Allow”, he/she is added to your subscriber list.

Opt-in modal box
2. As soon as a ‘visitor’ becomes a ‘subscriber’, you can send them push notifications from your website. The title message and the text message are customizable within certain character limits and a URL has to be specified. These notifications will arrive in real-time even if the browser is not open at that point of time. Clicking on the notification will take the subscriber to the URL specified.

How the notifications look

Optimizing Push Notifications

Now that we’ve established the importance of push notifications and how they work, it’s time to take a look into how to optimize your push notifications to drive more sales from your existing subscribers. This section is divided into the following subsections – writing great push notification copy, when to send a push notification, how frequently should you send push notifications, using segmentation to send personalized notifications and, lastly, what metrics to track.

Copywriting for Push Notifications

Since push notifications impose character limits on the title as well as the message, the copywriting becomes that much more important since you have to squeeze your message into a small package while still retaining its effectiveness.

Whenever you are writing the title and message text for a push notification, the most important thing to keep in mind is that the purpose of the copy is to get subscribers to click. For that, your copy needs to, above all, provide some value to the subscriber. People will only click on the notification if they find it valuable.

Here are a few tips you can follow:

• Be clear in what you are saying – Your subscribers have busy schedules and do not have time for vague messages. Do not test their patience by making them think. A clear message will have a greater click rate by the very virtue of the fact that it is action-oriented. In a fight between “Have you read Jeffrey Archer’s latest?” and “Jeffrey Archer’s latest novel available for purchase”, I’ll always go for the latter because it is clearer in its message as opposed to the former.
• Be crisp in your copy – Different platforms have different character limits for push notifications but all of them fall in the range of 40-120 characters. Thus, it is very important for you to be very concise in what you are saying. This often means that you need to identify the one most important value proposition of your message and let that shine through in the notification copy.
• Use scarcity to create urgency – According to Dr. Robert Cialdini, author of Influence: The Psychology of Persuasion, we are more motivated by the idea of potential loss than of potential gain. That is, if we find that an opportunity is closing, we want it that much more. This is also known as FOMO (Fear Of Missing Out).
  You can use this psychological principle when you write your push notification copy. For example, if you have a sale coming up for your online store, try sending a push notification that says something like, “Flash Sale! 12 hours only”.
• Use Social Proof – IBM’s marketing slogan in the 80s, “No one ever got fired for buying IBM”, is one of the most powerful marketing phrase ever created. This is one of the most powerful examples of social proof, where the company used the tendency of people to go along the established route.
  In push notifications, social proof can be used to increase click rate. For example, you can write something like, “4000 marketers have already registered for this event” if you want people to register for an event or “This post has more than 1000 Twitter shares” if you want subscribers to click through to a blog post.
  Keep in mind, though, that this is not the 80s and internet users have access to all the information they need on their fingertips. Thus, it is important to not go overboard with claims and only write stuff that is credible.

When to send Push Notifications

Website Push Notifications, by their very nature, require an instant response on the part of the receiver. This makes timing all the more important. A classic mistake when sending push notifications is not take into account the time zone your subscribers are located in. To fix this, you need to have a clear understanding of how your subscribers are spread around the globe and be very particular that each time zone receives the message at an appropriate time. It’s definitely more complicated than sending out a notification in a single batch, but that’s the kind of effort that is required in this highly-personalized environment. For example, you don’t want to end up this notification when the stars are twinkling, do you?

A wrong time to send this notification

Another thing that you need to consider is that different kinds of notifications work at different times of the day. If you are sending a promotional message, you want your users to be in a restful state of mind so that they have the mental bandwidth to check out your offer. Choosing to send something funny and light-hearted? Go for the afternoon, when people are feeling bored in the office and want something to crack them up.

How Frequently to Send

Probably the most important thing to consider as you scale up your push notification campaigns is the frequency of your messages. Since push notifications is a high-engagement communication channel, you need to be really careful not to inundate your subscribers with more notifications that they can handle.

Since website push notifications is a fairly new technology, there is no data out there on optimal frequency. At this stage, you need to carefully monitor your click rates, time on page, bounce rate and opt-outs after every push notification to find out which frequency works best for your audience.

Using Segmentation to Send Personalized Notifications

As Ecommerce marketers, personalized messages are nothing new for us. We all know that they work. However, it is doubly critical to not follow the spray-and-pray approach when it comes to website push notifications, simply because opting-out is so easy and there is no way for you to get those unsubscribers back, unless they change their settings. For example, this guy is totally opting-out after receiving this notification.

A poorly personalized push notification

Ecommerce players, therefore, need to categorize their subscribers into different buckets that are as narrowly defined as possible. One way of doing this is to ask subscribers for preferences at the time of opting-in. Another very effective way is to go for behavioral segmentation i.e. putting subscribers into different segments based on their on-page activities like type of pages viewed, number of views of a particular page etc. For example, if I’ve been checking out books in the spy thriller genre lately, the store should mark me as someone who’s interested in the genre and send me a notification whenever something new is published in that category.

What Metrics to Track

The most immediate metric that comes to mind when thinking website push notifications is click rate. This is how many people clicked on the notification as a percentage of the number of people to whom that notification was delivered.

However, just focusing on this one metric can lead your analysis astray. Instead, you should strongly focus on the business goals you deem most important, which in this case would be sales (primary goal) and visits to checkout page, add to cart (secondary goals). Tag your notification links with the proper UTM parameters and then sift through the data in Google Analytics and other analytics tools you are using to find out how many people arriving on your website via push notifications are actually performing the above actions. This is the only way that you will be able to determine whether website push notifications are working for you or not.

That’s it! This covers almost everything you need to know as you start with website push notifications for your online store. Just remember – keep listening to what your audience is trying to say and keep iterating on the basis of that!

About the Author: Anand Kansal works at PushCrew, a tool that enables websites to send push notifications on desktops, mobiles and tablets. He tweets about push notifications and online marketing in general at @PushCrewHQ.

4 Things I’ve Learned from 2,000+ AdWords Audits

In the last 2 years, I’ve audited a lot of AdWords accounts. And, after reviewing thousands of accounts, you start to notice a few trends.

Unfortunately, one of my most consistent observations has been that AdWords is a great way to lose a lot of money.

Now, I’ve used AdWords to grow a client’s company from 25 employees to 250 employees, so I’ll be the first to tell you that AdWords can be an incredibly powerful marketing tool. However, a few common mistakes prevent most companies from realizing their AdWords potential.

So, why do most companies fail at AdWords? The answers are both simple and surprising.

1. Inadequate Tracking

The foundation of any good AdWords campaign is analytics. In fact, according to Hubspot’s State of Inbound report, companies that track their inbound marketing are 17x more likely to see a positive ROI than companies without good analytics in place.

Now, if you’re already effectively using an analytics platform like Google Tag Manager or Kissmetrics, this figure should come as little surprise. After all, you can’t improve if you don’t know whether or not something is working!

The problem is, only about half of AdWords accounts actually have tracking set up for their site and campaigns.

What is this craziness?

Unfortunately, this finding seems to be one that most companies experience with inbound marketing. Referring back to Hubspot’s report, only 53% of companies track their marketing ROI.

I won’t bore you with the math; but, if you run Hubspot’s numbers, the statistics are daunting:

Without good analytics, 97% of AdWords campaigns fail.

Not surprisingly, almost every single account I’ve audited that didn’t have a great analytics solution in place was struggling to turn a profit on Google.

Fixing the Problem

Fortunately, even if your IT expertise is limited, AdWords doesn’t have to be the marketing version of Russian Roulette. With a little bit of time and patience, you can easily set up conversion tracking in AdWords.

Tracking conversions in AdWords is really as simple as placing the right bit of code on the right page on your site. AdWords even generates the code for you, so you really don’t have a good excuse for not setting this level of tracking up for your campaigns.

Why stop there, though? If you’ve got a decent developer, you can implement Google Tag Manager in 15 minutes. Here are some of the basics you should be tracking. Of course, Kissmetrics is also a great way to get at the data you need.

Yes, setting up analytics is extra work, but it enables you to learn from your successes and your mistakes.

2. Keyword Drain

Here’s where things start to get really interesting. Looking at the 1,000 or so companies that had conversion tracking in place, I discovered that—on average—all of the conversions in an AdWords account come from just 12% of the account’s keywords.

Yes, you read that right—all of the conversions.

To put it simply, for every 10 keywords you bid on, 9 of them produce nothing! Absolutely nothing! And here’s the kicker – that useless 88% of your keywords eats up 61% of your ad spend.

Why does this happen?

Most companies take a shotgun approach to their keyword strategy. Yes, this sort of approach increases your likelihood of some keyword being on target, but it also means that your ads show up for less relevant searches and produce less relevant clicks that aren’t likely to convert.

Plugging the Drain

To figure out which keywords are draining your budget, open AdWords and—while viewing “All campaigns”—go to the Keywords tab. Open the “Details” drop down menu and click “Search Terms All.”

From there, export the report into an Excel file. Using Excel, you can filter your data to show only search terms with zero conversions. Sum the cost data to see how much you’re spending on search terms that haven’t produced any conversions.

As a rule of thumb, I recommend pulling at least 3-6 months of data to make sure you really have a good picture of which search terms are truly worthless.

Once you’ve identified your budget-sucking keywords, go back into AdWords and eliminate them!

3. Poor Landing Page Strategy

Another problem with the shotgun approach to AdWords is that it makes implementing an effective landing page strategy a daunting task.

Truth be told, nearly 90% of the AdWords accounts I’ve audited had a poor landing page strategy. In fact, 52% of the accounts were pointing their pay-per-click traffic to their homepage. And, of the 48% with a dedicated landing page, less than 15% were conducting landing page tests!

For example, if someone is looking for a new cat and types in “adopt a cat,” they might see the following ad:

Getting clicks—even the right sort of clicks—to your site, isn’t enough to make your campaigns effective. That’s just the beginning. Research conducted at Stanford has shown that a poor initial website experience can eliminate up to 75% of your potential sales; so, if your site doesn’t convert clicks into leads or sales, you’re just giving money to Google.

Making it Better

If you want to make money on AdWords, your customers need to have a consistent and compelling experience from keyword to ad copy to landing page.

To create this experience, you need to get granular. You need to dial in to the search intent of your target audience and then match your keywords, ad copy and landing pages to that intent.

With the shotgun approach to keywords, it’s very hard to create this level of granularity. Sure, dynamic keyword insertion can help; but, for most industries, DKI doesn’t give you the messaging control you need to match your searchers’ intent.

This ad does a good job of matching the searcher’s intent…until it sends them to this landing page.

Sure, the DKI algorithm put “Cat” in the headline, but the pug hero shot creates an immediate cognitive dissonance that leaves the user thinking, “Wait, what?”

On the other hand, setting up your ad groups with 5 (or less) very similar keywords allows you control what searches trigger your ads. Then, write ads that are highly relevant to those specific searches. Carry that relevance through to the landing page and you’ve just created a very powerful customer experience!

See? Much better.

With this technique, we often see a 50% lift to conversion rates on our first tests with new clients. And that’s before we start optimization testing…

4. Lack of Attention

Ultimately, the biggest reason that most AdWords campaigns fail is a lack of attention.

No tracking? Spend enough time in AdWords and a lack of conversion data will make you crazy enough that you’ll do whatever it takes to get analytics in place.

Bidding on the wrong search terms? Add enough negative search terms over time and you’ll eventually narrow your campaigns down to what really works.

Inconsistent customer experience? Test your ad copy and landing pages for long enough and you’ll end up with a really compelling click-to-close advertising cycle.

However, according to Larry Kim, only about 10% of AdWords accounts are optimized even once a week. Based on the accounts I’ve reviewed, 72% of accounts haven’t been touched in over a month!

If you don’t give your account enough attention, you are setting yourself up to fail.

The Fix

So, how often should you be optimizing your account? The best answer is that it depends on your traffic and budget.

For budgets over $10,000/month, you should be at least giving your campaigns a thorough review at least once a week. However, to really get the most out of your account, I recommend reviewing your campaigns at least 3 times per week.

For a new campaign, you need to be even more involved. I typically check up on the account at least 3 times per day.

As a general rule of them, the more time you spend in your AdWords account, the better it will perform. Of course, you don’t have to make major changes 3 times a day or week, but keeping close tabs on your account will give you the insight you need to really get great performance.

Conclusion

While most companies struggle to make AdWords work, most businesses can succeed by fixing a few common mistakes. Whether it’s setting up a great tracking program, eliminating useless keywords, creating a holistic landing page strategy or simply giving the account the attention it deserves, these problems can be overcome with a little extra effort.

If you feel like you’re struggling with one of these common problems, let me know in the comments below. I’d be happy to help.

About the Author: Jacob Baadsgaard is the CEO and fearless leader of Disruptive Advertising, an online marketing agency dedicated to using PPC advertising and website optimization to drive sales. His face is as big as his heart and he loves to help businesses achieve their online potential. Connect with him on LinkedIn or Twitter.

5 Strategies to Personalize Your Upsells and Cross-Sells

Would you like fries with that?

Research shows that upsells and cross-sells count for more than 30% of eCommerce revenue.

As shoppers, we are accustomed to the standard sales tactics. Companies have more products. And they want us to buy more.

The problem arises when brands force us to buy services we don’t want, and quite frankly, don’t need.

But SaaS companies face a set of unique challenges. Their profitability hinges on low churn rates and recurring revenue.

However, that’s no excuse to take the nickel-and-dime approach. SaaS businesses can enhance customer value.

How? Through upselling and cross-selling.

And not by taking the traditional path. I’m talking about: personalized upgrades that will add to the customer’s experience.

Let’s explore five techniques to customize your upsells and cross-sells.

1. Focus on Timing & Limitations

Especially in the SaaS market, you want customers coming back. It’s up to your team to not only provide value, but also to give value at the right time.

Start with who you know. Marketing Metrics reports that it’s 50% easier to sell to existing customers than to new prospects.

Consider it a natural next step in the customer lifecycle. Use data to identify what problems your current customers want solved.

Then, demonstrate to consumers how your additional services can help them achieve greater success.

Upselling to customers at the right time matters. For instance, don’t sell a blog management platform to a company who recently outsourced these duties.

To turn a single sale into multiple purchases, be well-acquainted with your consumers’ needs.

Also, try limiting your product’s usage to create extra upsell opportunities.

Gareth Goh at InsightSquared agrees, “People, by nature, want what they can’t have. If they have reached the limits in terms of how much they can use your product, their want and need for more of it will inevitably spike.”

Placing customized limitations on your services gives consumers a taste of what you have to offer. Figure out how much (or how little) will entice each buyer.

Once they notice the value your services provide, customers will ask for more. And that’s your chance to upsell.

2. Add User-Generated Content

Building customer trust is one of the main issues plaguing eCommerce businesses. A typical shopper’s mind generates skeptical questions, like: “Are their products really good?” or “Will they return my money back if I’m dissatisfied?”

That’s why genuine customer reviews bring value to the purchasing process. People want to hear an impartial opinion, not an advertisement.

User-generated content offers brands the opportunity to supply that social proof. Rather than spending big bucks on paid promotion, let your customer’s social media content encourage cross-sells.

Yotpo’s data scientists “found that from reviews shared to social, the conversion rate is an average of 40% higher for Facebook, 8.4 times higher for Twitter and 5.3 times higher for LinkedIn.”

Image Source

UGC strengthens the trust factor. To shorten the sales cycle, provide customers with reviews of cross-sell items. A section labeled “What People Are Saying About Product X” will work well.

To deepen the personalization, filter the reviews that will resonate with the customer’s interests. For example, if the customer’s past purchase behavior relied on product quality, offer them specific reviews highlighting this concern.

Let the data determine your UGC selection and that will increase your likelihood of a cross-sell purchase.

3. Offer Personal Product Recommendations

Examine the historical and affinity data of your customers. Then, offer product recommendations based on these trends.

Words matter. So, speak directly to the consumer. How your brand crafts the cross-sell message will dictate how the shopper responds.

Customized messaging is powerful. As humans, we pay attention when someone says our name. That’s one reason why Starbucks’ baristas ask for our names with each order.

At a minimum, your cross-sell language should communicate on an individual level. Use words like: you, your, and yours. This way the shopper can imagine themselves with the product.

Here is an example from Buffer:

To kick it up a notch, make it more personable. Identify the shopper by name. This is how Bodybuilding.com does it:

Image Source

4. Consider Pricing Options

Learn your customer’s price sensitivity. If a customer bought a $100 item, they may not be willing to purchase a $1,000 product right after.

But don’t shy away from trying upsells with payment plans.

Kissmetrics and CrazyEgg co-founder Neil Patel suggests, “offering your customers an additional product for six monthly payments of $47 instead of a one-time payment of $282.”

Bundling is another cross-selling strategy. It’s the science of delivering à la carte items into a perfect package that will delight customers. To shoppers, it translates into a bargain.

Even though bundling doesn’t require learning the theory of relativity, it does require a few best practices to follow.

For example, products within the bundle should also be sold separately. If the customer can only get the item within the bundle, then it’s a single product, rather than a package deal. Meaning the consumer has no choice and receives no real perceived bargain.

Recommend items that will fit your consumer’s current budget, not your lofty sales goals.

5. Remember Customer Support Interactions

Can your support team spot upsell opportunities?

If so, they can meet the customer’s needs with product offers. However, don’t abuse this outreach strategy. Give honest product suggestions.

Disclaimer: All customer support interactions don’t equal a sales opportunity.

The purpose of a support team is to solve the customer’s problem. As your business grows and problems arise, team members may recognize patterns that can eventually be resolved through your company’s services.

Groove’s Head of Marketing Len Markidan suggests two conditions to sell in a support situation:

1. The customer is happy with your service. – Never sell a solution to an angry customer. It only makes them angrier, and your brand looks worse.
2. The customer’s unmet need can be solved by you. – After solving the customer’s initial problem, did the interaction reveal that more value could be delivered?

Before Groove ended its Live Chat app, they offered it as a solution to help their customers prevent a constant flow of emails. This typical upsell solved a problem and added value to the customer.

Image Source

In the example above, you can see how Mo related to the customer’s concerns. Her response was customized to fit this specific consumer’s needs. She stated the person’s name, created a sense of understanding, and offered to set up a free 14-day trial.

Monitor your shopper’s needs. Your #1 priority is to assist them with their problems. Then, customize ways to insert upsells into conversations that will help everyone involved.

Personalize to Sell More

Upselling and cross-selling are timeless marketing approaches. If used correctly, they can boost revenue growth and increase customer lifetime value.

To give your SaaS brand a sales reboot, incorporate personalization into your strategy. Amplify user-generated content and consider your pricing when bundling.

Customize. Upsell. Sell more.

About the Author: Shayla Price lives at the intersection of digital marketing, technology and social responsibility. Connect with her on Twitter: @shaylaprice

Using Kissmetrics to See Which Backlinks Are Driving Signups

Chances are your product or service is mentioned in various places throughout the web. Maybe a couple TechCrunch mentions, some press releases, guest posts, and all over social media.

With all these links pointing back to your site, certainly some of the people visiting are signing up or buying your product, right?

But if you’re not using an analytics tool like Kissmetrics, how would you ever know?

That’s what this post is about. Let’s get started.

See How People Move Through a Website Flow with the Funnel Report

The Kissmetrics Funnel Report allows marketers to see how visitors move through a particular website flow. Many marketers set up a funnel in various areas of their site:

1. Signup Funnel
2. Onboarding Funnel
3. Checkout Funnel

The Funnel Report shows marketers what percentage of people move through each step. They can quickly identify roadblocks to conversion and work to improve their funnel performance. We talk about this more in a previous post.

Segment Traffic With Properties

Beyond just seeing how people move through a flow, marketers can also break down the funnel and see how segments (aka groups) of traffic move through the funnel. This can help identify top performing channels.

Now that we know what a Funnel Report does, let’s get into the use case.

Using the Funnel Report to See Which Links Drive Traffic and Customers

Meet Cindy, the Director of Marketing for a medium-sized B2B SaaS company.

Cindy and her marketing team know they have backlinks across the web. They’ve written guest posts, get good PR, and have their bases covered on social media.

To help her see what’s working and what’s not, Cindy uses the KIssmetrics Funnel Report. Here’s how her report looks:

In this report, Cindy is tracking three steps:

1. The people that visit the site
2. Out of those that visit, how many of them signup for a trial
3. How many of the free trial users end up converting to being a paid customer?

We can see that she gets a good amount of traffic to her site, and a fair percentage of those people signup. This is a pretty healthy funnel, but there is always room for improvement.

To see which backlinks are driving signups and customers, Cindy segments her data. This is done in a few simple steps:

1. She’ll click this dropdown and select “Referrer”

2. After that she’ll click on the gear icon and get a few options:

She’ll select the formatting to URL:

3. She’ll also set it to “referrer” at the time of visited site:

Cindy clicks Apply and gets the list of backlinks that are driving traffic:

This doesn’t display the full Url in this view, but if you hover over each url you’ll see it.

While Cindy can look at all backlinks that send traffic to her site, she chooses to view the top 11 to get a quick glance.

Here are a few takeaways from this data:

• The TechCrunch article has brought a lot of traffic, signups, and better-than-average conversion rate. She knows she should continue to get good coverage through TechCrunch.
• An article on medium.com (again, Cindy can find out the exact web page just be clicking on the medium.com/… link) has brought traffic and signups, but no paying customers for this month.
• The PR on Marketwired has delivered the best conversion rate. Given this, Cindy knows she should continue her PR efforts.
• A few mentions and guest posts on other sites (the Kissmetrics Blog, Hitenism, Quick Sprout, etc) deliver quality traffic.
• One link from Twitter (t.co) has brought Cindy 5 customers this month. To find the link, she can copy the full t.co link and paste it into Google to see the originating tweets. If this is coming from industry influencers, Cindy knows she should continue to reach out to these people.

Recap

Here’s what we went through:

• What marketer wouldn’t love to know exactly which backlinks are driving not just traffic, but also customers? With Kissmetrics, they can.
• They can get all this data with the Kissmetrics Funnel Report.
• To view the data, just load the Kissmetrics Funnel Report, segment the traffic by Referrer, full URL, and select the referrer at the time of “Visited Site”.

Not using Kissmetrics yet? Request a personal demo to learn more about how we can help you optimize your marketing.

About the Author: Zach Bulygo (Twitter) is a Content Writer for Kissmetrics.