Hello and welcome to September: In Review

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The air is crisp and winter is looming; somehow October is already upon us. But before you sink your chilly fingers into your favourite pair of winter gloves, grab a coffee and dive into our favourite picks from around the web this month.

We’ve weeded out weeks of worthless articles and searched through tonnes of terribly-made videos, just to present you with 5 interesting content gems from around the web in September.

As always, the focus remains on retail, ecommerce and digital marketing.


1. Blog: 6 Bulletproof Ways to Improve Conversions on Your Product Page

Everyone knows that cart abandonment is a serious problem for ecommerce retailers. It’s a crucial point at which conversions are won or lost. Because of this, ecommerce retailers often find themselves spending all their time and resources on checkout optimization. That’s no bad thing, but if you’re completely neglecting your product pages then all your hard work on checkout optimization is for nothing.

This post really digs into what it is which makes a successful product page, with tips and tricks for getting more out of your own. Followers of this series will know that we love advice backed up with case studies, and that’s exactly what Shopify have done with this post.

If you’re an online retailer definitely check it out, you’re sure to pick up something which you can try yourself.


2. Infographic: Get Ready for Black Friday and Cyber Monday 2015

There are very few things more stressful to a retailer than the thought of the upcoming season.

As if Thanksgiving sales weren’t enough, the frantic rush of Black Friday and Cyber Monday are just around the corner, and those too stubborn to learn from the lessons of last year are doomed to fail.

Luckily, there’s also a fantastic chance for the most switched-on retailers to make a lot of money!

That’s why Moveable Ink have put together this infographic for the retail marketers amongst you. Learning from the impact of last season, this infographic sends a clear message…send out deals early and make sure your emails are responsive.

Check it out here, or click the snippet below.


3. Blog: 6 Key Customer Segments You’re Probably Overlooking (But Shouldn’t Be)

Leading on nicely from the infographic above is this fantastic piece by Ometria.

As much as it’s tempting to use a ‘catch-all’ approach when getting word out to your customers, if you try to appeal to everyone you’ll end up appealing to noone.

We couldn’t say it better than Hannah Stacey does in this blog post:

“Successful ecommerce marketing is all about relevance - saying the right thing to the right customer at the right time. Relevant messages get people opening your emails, clicking on your ads, and (hopefully) buying your stuff.”

Set some time aside to read through this blog post, and have a think about how you could target your prospects and customers with more relevant messaging. You’ll be surprised how powerful it can be.


4. Blog: How to Design Memorable Packaging This Holiday Season

As we head into holiday season, the vast majority of shoppers are heading onto online marketplaces in search of the perfect gift for families, friends and partners. Ourselves included.

So what can your business do to stand out from the crowd? How can you make sure that customers remember your brand over the hundreds of others they’ll interact with? Bigcommerce have an answer… Packaging.

49% of online shoppers said that branded packaging made them more excited about opening an item, and 44% said that packaging reinforces a product is worth its cost. It’s a powerful lever then, if your aim is to satisfy the customer, and win repeat business.

Bigcommerce go deeper in a more recent post, looking at the power of social when combined with branded packaging, digging into the psychology behind “unboxing” videos.

Check out this post now and have a think about how your business could do something special with your packaging this season.


5. Blog: How a new SSL could increase your sales and consumer trust

Put aside your retail hat for a moment and imagine you’re just a customer. You’ve been saving the pennies for the last few months, turning down nights out and opting for packed lunches every day just so you can save up for that shiny new bike you’ve always wanted.

You’ve done your research, you know what you want, and you’ve found two websites selling it for within your budget. The first site, ‘Brightpearl Bikes’ has a lovely reassuring padlock and green message in the address bar...

...and the second site, ‘Crooked Wheels’, doesn’t because it doesn’t have SSL security. That means no protection, no encryption, no security.

You’re about to spend months worth of your hard earned savings over the internet – which site would you choose?

The same is the case for your customers. You need to be minimising every hurdle to conversion, and building up trust between the customer and your brand at every single opportunity. That’s where SSL comes in.

Read this awesome post to get a real understanding of the importance of SSL and on-site trust. If it’s something you’ve not thought about yet, consider it a quick win to increase conversions on your website!


That’s all for September. Thanks for reading, and have an exciting October! Don’t forget to comment and share below.

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About the Author

Passionate about ending the reign of click-bait, Joe Walton is all about creating engaging, practical content for multichannel retailers at Brightpearl.