ECOMMPACT: Issue #5
Real retention, sell habits and hope, prevent bracketing, the best website pixels to add to your store, $1.5 trillion, apology email templates
🥑 Fresh Finds
Yotpo | Survey: The State of eCommerce Retention
All talk, no retention - 52% of eCommerce brands said they were more focused on retention this year, but over 40% haven’t made any changes to their strategy in order to improve retention.
Merchants need some help - Brands need guidance on how to actually build a comprehensive retention strategy that works for them and their customers. Retention isn’t one-size-fits-all.
Mistaken metrics - Over 72% of brands are primarily defining retention rate as their repeat purchase rate. Brands have to pay attention to their customers’ engagements in between purchases as well in order to track retention effectively. Do they follow you on social media? Are they an active member of your loyalty program? Do they interact with your text messages?
Better Marketing | How to increase your conversion rate by 300%
Get the language right - You can have the most pixel-perfect website, but if your copy doesn’t resonate, you’ve lost people. It is said you have about 8 seconds to capture people’s attention.
Double down on social proof - I don’t mean just five stars in a row with no additional context. It is about bringing your customers’ experiences to life in a genuine way (ex: user-generated content from Instagram).
Katelyn Bourgoin | Why We Buy
Tie products to identity - Get to know your customers and speak to who they are today and illustrate how you can help them remain consistent with their commitments or highlight your product as a stepping stone to the person they wish to become.
Sell hope, not products - Instead of selling your product, sell them the habits that will help them get the benefits they’re seeking.
Psychology of Marketing | Your Spotify (Un)Wrapped Is Here!
Nostalgia sells - Research has shown that when you add an element of collectivism, the impact that nostalgia has on consumer perception may increase.
Common Thread | Bambu Earth: Over 3,017% Year-One Revenue Growth and Profitability Driven by 60-Day LTV
Track with purpose - If you don’t know what you’re trying to track, you will never get good at tracking.
Get your customers the right product - Retention, first and foremost, is about having a great product that actually works for people. In order to do this you need to make sure your customers actually get the product that will work best for them!
Nik Sharma | I got some BFCM numbers from this past week
Marketing specialists - Brands that have a dedicated person or in-house team that oversees eCommerce, site merchandising, offers, creative, and marketing outperformed those that don’t have a dedicated performance marketing person.
Morning Brew | These are a few of my favorite things
Get on gift guides - Making a great product doesn’t guarantee inclusion in a gift guide. Send out pitches and product samples to editors and reporters in hopes of convincing them to recommend those products to readers.
Modern Retail | Takeaways from this year's Black Friday results
Meta-less - The move away from paid social advertising continues with more DTC brands utilizing alternative channels.
Black Fri(week) - Shoppers are planning for a week of Black Friday deals, not just one day.
Stacked Marketer | November 29, 2022
Preventing bracketing - Bracketing is the consumer practice of ordering variations of the same item, keeping the item that fits, and returning the other. Offering sizing charts, precise measurements, and honest customer reviews can prevent bracketing.
Marketing on Reddit - Reddit is a very different platform from Meta and Snap. Cater to Redditors’ interests and preferences, and you’ll see results.
When it comes to copy, treat your audience as you’d treat well-informed friends.
Feature both images and videos in your ads, since users enjoy both.
Reddit says 80% of the top-performing video campaigns reveal the brand logo within the first three seconds.
🐦 Thought-Provoking Tweets
📰 Notable News
GA gets new metrics - Advertisers can now see Views Per Sessions and Average Session Duration in Google Analytics 4
CMO to CEO - Former Glossier chief marketing officer Ali Weiss has been named the chief executive of baby gear rental startup Loop
Winc bankruptcy - Roughly one year after going public, online wine seller Winc has filed for bankruptcy
Instagram content scheduling - Instagram has officially announced its native content scheduling tool, allowing you to prepare all your posts in advance
🔢 Sporadic Stats
$1.5 trillion - Expected retail subscription market size by 2025
3.4 million - Number of downloads for Shopify’s Shop app
63% - Percentage of shoppers who reported “bracketing” this year, a practice where they order variations of the same item, keep the one that fits, and return the rest
🤙🏼 Amazing Apps
Spot It - A visual website bug finder for spotting mistakes before your customers do
💡Random Resources
Tribescaler - Use AI to make your tweets go viral
TikTok SEO - How to get noticed on TikTok without paying for it
Apology email templates - 10 customer apology email templates to help retain business
Agorapulse - Stay organized, save time, and easily manage your social media
15 holiday email templates - Communicate with your customers, prospects, and marketing contacts with holiday-themed emails
50 website optimization tests - 50 trusted brands around the world, the tests they’ve tried, the lessons they’ve learned, and the success they’ve had
🆒 Sick Sites
Snaxshot - 90’s internet style gift guide
Art of Play - Well-designed site with cool animations and unique products