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Dynamicweb Best of the Year: 4 Quick Tips for your eCommerce Website this Holiday


* Thankfully, 2015 was another big year for e-business. This Thanksgiving week, we’re looking back at the best blog posts of 2015 in our Dynamicweb Year in Review.

The winter holidays are fast approaching, which means everyone has a lot of shopping to do. And that means a lot of shopping online. In order to get your eCommerce website ready for an influx of shoppers, it’s best not to wait until Santa Claus is knocking on your door. So without further adieu… Here are four quick tips to prepare:

1. Be Ready for Mobile.

Mobile is one of the top reasons for e-commerce growth in the holiday season. The mobile sector is growing in its share of online sales, compared to purchases on desktop. “Mobile” means more than phones, too. Tablet use, or “couch commerce,” has proven a relaxing way for consumers to shop. This variety of screen sizes underscores the importance for your eCommerce website to accommodate all shoppers, no matter what device they want to use.

2. Set Your Goals.

It’s easy to rush into the holiday season full of excitement about your new product offerings or your new website design, but then you forget to see how well they performed. Fortunately, a fully-featured eCommerce solution makes it easier than ever to track your sales and performance analytics.

The first step is to set a goal for what you want to achieve over the holiday season. Then figure out what your key performance indicators (KPIs) are. These are the metrics that you use to determine if you’ve met your goals. When the holiday season rolls around, use your eCommerce website and the backend tools to deliver robust analytics and reports on what worked and what didn’t for your online business. What you learn from this holiday makes you even more prepared for the next and the one after that.

3. Plan Your Holiday Content.

If you’ve created or plan to create special content for the holidays, it’s time to get that ready. Don’t wait until the last minute. Your special content might be anything from a case study on a particularly Winter-appropriate product or a beautiful line of high-quality product images themed for the holidays.

Whatever content you choose, make sure to create, upload, or update it in your content management system (CMS). A quality CMS allows you to prep all this great content and then decide at a later time to go live and update it on your eCommerce website. Plan ahead with marketing and your other teams to craft a schedule and decide the perfect time to begin your holiday push.

4. Plan Your Products.

When it comes to holiday shopping, perhaps more than any other time of year, customers want to know if an item is in stock and when it ships. ‘Tis the season of rush shopping and shipping. For this, you want to make sure your eCommerce website is integrated with your Enterprise Resource Planning (ERP) solution.

The integration of your ERP and eCommerce website allows your customers to see updates to your constantly changing inventory in real-time, saving you the trouble of a customer accidentally buying the perfect holiday gift when it’s out of stock. And just as important, you want to offer a variety of shipping options with notifications for your customer when their items are shipped.

Happy Holidays!

For a happy, healthy, and profitable holiday season, it’s important to be prepared. Follow these tips to keep a step ahead of the holiday stampede. And if your current eCommerce site is unprepared for these tips, consider Dynamicweb eCommerce as a gift to yourself.

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How to Create Your Own Luck With B2B Context Marketing – Part III

poker full houseB2B sales cycles are long, and opportunities are fleeting.  To seize these business opportunities, you need to be prepared to deliver both the content and products your customers want when they want it.  As soon as your customer shows an openness to move to the next step of the buying process, you want to jump on that chance like a famished puma.  B2B context marketing is opportunity and create your own luck.

In this blog series (respective links: Part I and Part II,) we discuss how automated personalization and customized customer experiences are the keys for marketing in context of what your customers actually want to see and hear.  But how do you know what your customers want?  What information do potential customers give you that helps you ensure your B2B context marketing is relevant and resonant for each person?

In order to gain a comprehensive view of your customers, here’s a list of customer data for you to collect and use in your analysis:

  • Behavioral data. How does your customer behave?  With the holiday season coming up, we aren’t asking about whether they’re naughty or nice.  Instead, marketing automation gives you the ability to track what your customer searches for and what pages they view.  That’s their behavior on your site.  Then your online marketing system (with CRM integration as well) uses this data to identify your customer’s interests, needs, pain points, and where they are in the buying cycle.
  • Arrival and Search Data. How did your customer arrive at your website?  If they got to your site via search terms or a paid ad, you want to identify the keywords they searched or the ad they clicked on.  You may then choose to offer them a customized landing page or other dynamic content.  When a customer searches for specific keywords, that information is much more useful for B2B context marketing than a blind arrival at your home page.
  • Demographics and Psychographics. Demographics refers to basic personal information such age, gender, and geographic location, and Psychographics is an Alfred Hitchcock movie.  Okay…  actually, psychographics is the psychological profile of your website visitor, which includes their attitudes, values, and personality traits.  Both of these offer valuable insight when you want to optimize the content you offer for your context marketing.  Even for B2B sales, simply knowing a customer’s location opens up more possibilities for personalizing their online experience.
  • Customer History and Profile. Has your website visitor created a profile on your site?  Have they purchased from you in the past?  Information about past purchases or old shopping carts gives you an opportunity to upsell and cross-sell for related purchases.  If you’ve ever seen the message that “Customers that bought X also bought Y!” then you know how effective product recommendations are for all sorts of customers.  You also want to assess if they have a history of any email communication with your company.
  • Social.  More and more often, social is becoming an important component in gaining a 360 degree view of your customers.  Your prospects’ likes, networks, the influencers they follow,etc. all offer additional data to build the profile of your potential customer.

Offering content and product suggestions in context to where your customer is in their journey – that’s B2B context marketing.  And B2B context marketing is how you make your own luck.  It’s your e-business ace in the hole.

If you want even more evidence and e-business tips on the importance of the customer experience, then check out our new FREE white paper WHY YOU NEED MORE THAN A SHOPPING CART.  Learn the ins and outs of today’s eCommerce market with a single free download.

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How to Create Your Own Luck With B2B Context Marketing – Part II

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What is luck?  Luck comes in two parts:

  1. When an opportunity arises for you to generate a lead or make a sale
  2. You seize that opportunity with the right marketing

For business success, you do need opportunity, but you also need to jump on those opportunities with preparation.  That is the principle we discussed in How to Create Your Own Luck With B2B Context Marketing – Part I.

Content marketing + context = B2B Context Marketing.

Essentially, this boils down to being at the right place at the right time.  For online sales, that means delivering the right content to the right people.  When you deliver the most relevant content and product offerings to your potential B2B customers, you maximize the chance of conversion.  The “right time” to deliver content or product suggestions is when they are most likely to read the content, convert, or move to the next step in the buying cycle.  Context is how you create your own luck.

The competitive advantages of B2B context marketing include personalized content offerings, customized landing pages, dynamic calls-to-action, targeted emails, and more.  Guided selling also helps take the information your customer gives you and translate that into a direct product suggestion. And when these processes trigger automatically, commonly known as marketing automation, then a customized customer experience available to all your website visitors.

While a great customer experience is proven to raise conversion rates in B2B sales, many B2B companies still neglect context as a critical component to their marketing efforts.  They may ask, “Is there a benefit in trying to target specific customers when multiple people are involved in B2B sales?”  The answer is a definitive “YES!”

While it’s true that many B2B sales are made over a longer period of time with more decision-makers involved, marketing automation allows you to leverage this time to your advantage.  The sheer duration of B2B sales gives you more time to gather additional insights into your potential customers.  When a B2C customer shows up on a website and places an order within the hour, the opportunities to precisely target that customer are slimmer than a B2B customer you have spent months gathering data on.

When you have an integrated eCommerce/online marketing solution that also integrates with your CRM (Customer Relationship Management) system, you gain a comprehensive overview of your customer.  You then analyze and manage all this data from a single source in order to deliver them the most relevant B2B context marketing.

So despite the possibility that several decision makers are involved, the additional data gathered lets you fine-tune your messaging and more accurately identify who this B2B buyer is, what their pain points are, and where exactly they are in the buying cycle.

Once you know what B2B context marketing is, why it’s a crucial part of the evolving B2B eCommerce customer experience, and what systems you need to get there, you still need to know what data you should gather about your customers.  What information do you use to customize their content?  Do you just wait to get lucky with a customer who is an open book?  We’ll cover those questions in How to Create Your Own Luck With B2B Context Marketing – Part III.

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Free Webinar Today! Reserve your spot now!

webinar todayNovember 17th at 2:00 pm Eastern/ 11:00 am Pacific

Have a “lunch and learn” with Dynamicweb and our partners today at the above time.  We are hosting a webinar on the importance of the customer experience in eCommerce.  Today’s customers have incredibly high expectations for online self-service, yet the opportunities for online sales keep growing to record heights.

Join Dynamicweb, with our partners ArcherPoint and Perfion, as we demonstrate how to send up-to-date, accurate product information to customers and provide them with a customized eCommerce experience.

The event is free, but registration is required, so just click that link below!


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Free Webinar Tomorrow: Creating an Extraordinary eCommerce Experience

webinar tomorrow

November 17th at 2:00 pm Eastern/ 11:00 am Pacific

Why do some companies fail at online selling while others thrive?  Because those who thrive understand that, in the impatient world of eCommerce, where your competition is merely a click away, optimizing the customer experience is crucial.

Optimizing your online customer experience is crucial to eCommerce success, so we will address it head on tomorrow in a FREE webinar.  The customer is king online, so this is the conversation that no e-business should miss.

With our partners ArcherPoint and Perfion, Dynamicweb will demonstrate how to send up-to-date, accurate product information to customers and provide them with a customized eCommerce experience.

The event is free, but registration is required, so save your spot now!


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