How can I make people buy and engage with my ecommerce business once they visit my website? (Facebook LIVE)
In this video Matt Answers the Question all eCommerce Businesses are desperate to know:
'How do I get people to engage with my eCommerce Website and buy my products once they visit the site?'
Watch this video and you will learn:
What is customer engagement and why is it important?
What is the purpose of your website and why is it important to know this?
One simple way you can help customers engage with your website right away.
Watch the Video
To develop a detailed engagement strategy, simply sign up to my online ecommerce course, “Mastery.” http://bit.ly/2qLEL6W
Hi My name is Matt Edmundson, and I'm going to be here with you for the next few minutes as we talk in today's Facebook live about how do I get people to engage with my eCommerce website and buy my products once they visit the site.
Now if you follow along the eCommerce Mastery Facebook Live. You will know that I normally have the very lovely Beth sat next to me, and she is away this week, so I'm flying solo. Me and the Batman laptop, we're gonna get into this, but Beth will be back next week, rest assured.
Okay it's still gonna be good today as we talk about this thing to do with website engagement. And Beth, being the wonderful person that she is, has left me the points and the outline and some questions and some things that we need to cover in today's Facebook Live.
In this session, we are going to cover three things:
What is customer engagement and why is it important?
What is the purpose of your website, and why is it important to know this?
- Simple ways to help customers engage with your website right away - by looking at some websites and seeing how they do it, looking at some great examples.
Now, I have a pen, I have paper because as well as having the Batman laptop on being this tool, it's good to go a little bit analogue every now and again. And we're gonna go analogue right now, because we're gonna talk about what is customers engagement and why is it important.
Okay, so, we think about it this way.
'Traffic is getting people to my website, engagement is what people do once they're on my website.'
Now if I connect my eCommerce websites to my engaging, the reality of life is I'm gonna get more leads and more sales as the result. Okay, so we're paying all this money usually, and time and energy, to get people to our website.
We also need to focus on what's the journey that they're gonna go on once they are on our website.
How do we help maximise that journey for our clients- Why is this important?
Well, obviously, you're gonna increase sales, but there's something called the the 'multiplier effect', which we've observed having done this a lot now with a lot of clients and on our own eCommerce website.
So the multiplier effect is very, very simple, right? So you might look at your website and compare it, for example, to your competitors, and we recently did this for a client. And we looked at their traffic.
(I'm gonna write traffic on here) We looked at engagement, and then we looked at impact.
Okay. You got my shorthand I'm sure!?
Get my water cup out of the way. I was joking actually before we came on, that this was my gin and tonic disguised as a water jug....I wish!
It is my water jug full of water.
So, anyway, let's dig into this. Now, what we discovered is we discovered looking at the client's website that their competitors were generating four times the amount of traffic, right? So four times. In other words, for every visitor client was getting their competitors website was getting four, right? So, one visitor to our website, four to the competitor's website. Their traffic was four times bigger.
We also looked at the numbers and were astounded to see that not only were they getting more traffic, but for every pound our client was convincing customers to spend on their website, right, so their website was generating, say, one pound in sales, the equivalent number of visitors on the competitor's website were generating 10 pounds worth of service or $10 if you want it in dollars, euros, yen. We're not biassed here.
So, in other words, their engagement was 10 times greater. Okay, 10 times greater.
So the competitor had four times the amount of traffic and 10 times the engagement. Now, what we've discovered is, and it's not like a major globally discovery, but it is an interesting one nonetheless, that there is a multiplier effect here. Okay, so when you look at traffic and you look at engagement, there is a multiplier effect which turns into impact.
In other words, they had four times the amount of traffic, they had 10 times the engagement, which meant the impact was 40 times greater. So the turnover on their sales were 40 times bigger than our clients, right? So our clients were obviously frantically trying to get more traffic to their website.
But if all we did was manage to get the traffic to the same level, right, if we just managed to say, "Right, we're gonna go and get you four times the amount of traffic, but your engagement level is still gonna be one"
Then actually, they're impact is only gonna be four.... Because of the multiplier effect.
Does that make sense?
First, for our eCommerce website, first, to think about them effectively and to really do some serious good stuff, we have to think about engagement as well as traffic to get that multiplier effect on our turnover.
Okay, so it is super important.
Moving on to the second point How do we measure engagement? - The answer is tied in with purpose.
What is the purpose of your website and why is it important to know this?
A very simple question. And the reality of life is for most eCommerce website, the purpose of the website is to generate leads and convert those leads to customers, and to obviously sell product, right?
So, our purpose on our website is, it's like Jersey, is we want to engage leads in such a way that they become customers to engage the new visitors in such a way that they become customers, but then also to engage our customers in such a way that they become repeat customers and evangelist for our site and what we do. Okay, it's a very simple purpose statement. And that would work, I would say, for most eCommerce websites.
Now, the reason I ask this question is... How do you measure engagement? - You look at what the purpose of the site is and you see how well you are doing that, and that was your measure of engagement.
So for example, let's say a charity website might be to raise donations. And that's how we measure engagements, how many donations are being made. You might have a corporate website that is not necessarily an eCommerce website, but it's there for a reason. It has a purpose - It might be to get people to call you, to contact you, to generate leads, and that is how we measure engagement for that site.
'To really understand how engaging your site is, you have to understand what your website is designed to do, and what it is you want to do.'
So for us we look at things like sales, and we look at visitors, and we look at returning visitors, we looked at how many people give us their email address and opt in to some of the content.
There's all these factors that we look at to measure engagement on our own site, but it all starts with understanding your purpose.
To understand engagement, know your purpose.
Think about, write a simple purpose statement, and then understand how are you gonna measure that each and every month. You're gonna then look at that every single month and that will give you your engagement numbers, okay. Super, super important.
If engagement is going up, those numbers will go up. So, let's look at some simple ways that you can increase the engagement on your website.
I'm going to look at some examples.
The first one we're gonna look at is Netflix, one of my favourite sites for customer engagement.
So, the first question we look at when we looked at a website is
- What is the purpose of this website?
- What is it this page specifically wants me to do?
Netflix obviously want me to join free for a month, right? They want me to join in the programme. They want me to sign up and subscribe because I'm not signed in. They think I'm a new customer, and so they want me to sign up. Now, everything then on this page is designed to get me to do that, right?
So I know this page is a highly convertant page because of the simplicity of the page. Look at how much stuff isn't actually on the page, right? There's hardly anything on there. There's a headline, a sub headline, a join for free, there's a tiny logo, and there's a Sign In button just in case I'm a returning customer and I need to sign in, right?
It's totally stripped back. And then I can scroll down. They've got the little three step plan, which is a great way to engage people, give them a three-step plan. Netflix has certainly done that, and it's all designed to get me to join free for a month. Notice how simple it is to do that. That call to action button, join free for a month is in red and it stands out. It draws my eye to it.
It's super, super easy to do. So I would say this is a very, very engaging website.
One of the ways that we can be engaging in eCommerce is to actually cut back a lot of the clutter.
Now this doesn't necessarily mean cut back the content, but cut back the clutter and make it super, super easy for people to engage with us. And one of the quick wins that I think that most people can have is with the buy now button.
So if I look at... Let's go to Amazon, and then let's go to Apple. I have some great examples here. So, let's say I want to buy the Echo Dot. Look here. This product only ships to the UK. Well, that's quite handy, because that's where I live. I'm not sure why you're telling me that, Amazon, but okay. Look at this though.
One of the lessons here is that Amazon always have their Add to Basket button in yellow. Whenever Amazon want you to do anything, their buttons are yellow. The 'Add to Basket' button is yellow. There's nothing else that really is the colour that colour on the page, so your eye is drawn to it. And as a visitor, I know exactly where to click and what I'm supposed to do.
Apple do a very similar thing, except for all of their buttons are blue. Look at that. The 'Buy button' is in fact blue. And so again, all of their call to action buttons are a single dominant colour where the eye is drawn. So have a look at your eCommerce website. What colour is your Add to Basket button, the Buy Now button? And if it's the same as everything else on your website and blends in, because some designer thought that would be a nice idea, change it, make it stand out. Make it a unique colour, and you will see engagement increase on your eCommerce site. No problem.
Let's look at this site. This is actually Charity Water, a charity that obviously provides water, right? The clue is in the title. Now, if you look at this, again, this is a pretty engaging website. Again, look how simple and clearcut the site is, how cut back, all the clutter there's beautiful image, big image, draws me in, nice headline, sub headline. And they have this big blue button, single colour again, kind of get involved now, donate now. That's the call to action state. So, again, super engaging. They've got Donate up here, and then obviously they've got Fundraisers. Some people would wanna be fundraising on this page.
And if I scroll down, that's when they're starting to engage me again with content. Now they're trying to get my email address. So I might not be ready to donate, but why don't get your email address and then I can market to you and hopefully get you in a position to donate?
And that again is a key takeaway for eCommerce sites, right? So you're gonna have people come to your sites. They're not ready to buy your products, but maybe they are ready to give you their email address in exchange for something of value, whether it's high value content or whatever it is. They're gonna give you their email address, get that out of them, and then market to them, and engage them on the journey, right? So you don't just have to get people there, and then you can win people, as we talked about last week, with the email journey, okay?
So that's definitely worth looking at.
Example of a cut down, clear website:
Now, here's a website called Flic, which sells these sort of Bluetooth buttons. And look at here. Again, everything is cut back. Big headlines. The thing that I would say here, what they've not done particularly well is whilst they've got a super big image, and that looks great on my 27 inch Mac, it looks a bit rubbish as you can tell on my little MacBook Pro here, because they not readjust to the size of the screen.
So now I have to scroll down to this Get A Flic button. If you put that higher, if you change that image, put that up in the first fold, you would increase engagement. The other thing that I'd say is this button is great and clear as is this one, that two different colours, and I would make them the same colour.
Okay. But again, look how super engaging this site is because it's totally cut down, right? All beautiful, beautiful images. It tells you everything you need to know about the product without a lot of text, using images and eye iconography. Very, very clear, very engaging. I know very quickly what is going on.
Now, I did want to show you this site as an eCommerce website. It is particularly rubbish as far as I'm concerned!
Defendapack A couple of years ago, (I kept this one as an example.) We were searching for some packaging material, because obviously we're an eCommerce company, we need to send stuff out. And I came across this website and thought, "Oh my goodness, look at this, Where is it that I'm supposed to click?"
I had absolutely no idea. Now, their website stayed like this for a little while. And when we looked at the numbers, they currently get about 4,000 visitors a month to this website. But they have this incredibly high bounce rate. And what I mean is people are coming to this site and just going straight away. Because they don't know where to look, they don't know where to click. It is so busy. I don't know what journey it is I'm supposed to take. It's cluttered.
Now, the good news is. They've got a new site, and I'm just gonna click that, and this is much, much better. I still think it is super busy and super cluttered, but it is a lot better than what it was. And again, when we look at the numbers now, this particular site... I think they've got both because of search engines and links, I'm assuming. But when I look at the .com site, the numbers, they're getting about 2 1/2 times the traffic to this site every month. So the other one is getting about 4,000 visitors. This is one is getting about 10.
But one of the key things you'll notice between their old site and their new site is this has a bounce rate, which is about half of what it was on the other site. So they've started to cut back some of the clutter. It's now easier to figure out where I'm supposed to click. The categories are now easier to understand and lo and behold, it is engaging people much, much more.
Make your Add to Cart button a single colour that is a unique colour and stands out
Make your call to action unique. Make it stand out.
Cut back the clutter, make it really, really easy for people to know what it is they're supposed to do, and where they are supposed to click.
For those who aren't ready to buy there and then, engage them.
Give some kind of content which will get out of them their email address.
Then, do email marketing to them really, really well. Don't spam them.
Don't blast them with all kinds of nonsense.
Watch last week's Facebook Live with Brendon where we talked a little bit about how to do that. And definitely we will talk about in more upcoming eCommerce Mastery videos. Find it here
So don't spam them, don't... But do it properly, and then get those people on the journey and turn them into customers. And you, my friend, will find your website will be much, much more engaging, at least that is my experience.
So there you go. I hope you got something out of this video today?
Any questions, leave them in the comments below, and we will do our level best to answer them, and make sure you subscribe to the show, and get the notifications from Facebook when our Facebook Lives are happening.
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We typically do them at six p.m. here in the UK, which is one p.m. eastern standard time, and it's about five o'clock in the morning in New Zealand, unfortunately. Sorry, guys. If you're in New Zealand, you may be watching the repeat, which I get. But any questions, leave them below.
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Next week we're gonna have Beth back as we continue to talk about eCommerce, and how to make eCommerce businesses better. So, thanks for watching. It's been great having you, and we will see you in the next video.