Build Customer Loyalty & Boost Conversion with Buying Guides
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The webinar on February 12, 2015, discusses the importance of buying guides in enhancing customer loyalty and boosting conversion rates for online retailers. It covers content strategy, the customer journey, and specific tips for creating effective buying guides, while emphasizing the need for well-researched, engaging content. Additionally, it outlines the benefits of using buying guides to support customer acquisition and retention through informative content and effective organization.
Build Customer Loyalty & Boost Conversion with Buying Guides
- 1. Webinar February 12, 2015 Build customer loyalty with buying guides 1 Boost Conversion and Customer Loyalty with Buying Guides February 12, 2015 eZdia’s Content Basics Webinar Series
- 2. Build Customer Loyalty & Boost Conversion with Buying Guides We’ll be discussing: • What kind of content works best in Knowledge Centers. • The primary benefits of buying guides & how to content. • Examples of what to include, best practices, and what not to do. • Tips to get started. Why are we talking about Buying Guides? • We are Content Creation Platform, currently working with 70% of the Internet Retailers Top 10 list. • We are really good at creating content using our technology based solution and in-house trained extended workforce. • Buying Guides can be a hard working content type, and should be included in your 2015 content strategy.
- 3. Webinar February 12, 2015 Build customer loyalty with buying guides 3 Monthly Content Series Today’s Topic: The Knowledge Center March, 2015: Item Setup & Merchandising April, 2015: Content Analytics May, 2015: Search Landing Pages June, 2015: Item Selection Previous Webinars: December: Building the best converting product pages July, 2015: Advanced – Product Page August, 2015: Advanced - Category Page September, 2015: The Style Guide
- 4. Webinar February 12, 2015 Build customer loyalty with buying guides 4 Monthly Content Series Today’s Topic: The Knowledge Center March, 2015: Item Setup & Merchandising April, 2015: Content Analytics May, 2015: Search Landing Pages June, 2015: Item Selection Previous Webinars: December: Building the best converting product pages July, 2015: Advanced – Product Page August, 2015: Advanced - Category Page September, 2015: The Style Guide
- 5. Webinar February 12, 2015 Build customer loyalty with buying guides 5 Today’s Panelists Brad Curtis VP of Global Sales Alok jain Co-CEO, CMO Amanda Frazier Marketing
- 6. Webinar February 12, 2015 Build customer loyalty with buying guides 6 definition: planning for the creation of content that meets your goals Content Strategy Successful content requires a great story to attract and convert your customers, while delighting your fans. ” “ Alok Jain Co CEO, eZdia
- 7. Webinar February 12, 2015 Build customer loyalty with buying guides 7 it’s common to consider your customer’s purchase path as a linear process Customer Purchase Path awareness consideration preference purchase loyalty repurchase advocacy Possible Influence Point: Buying guide from SERP Possible Influence Point: Buying guide in social Possible Influence Point: Knowledge center in paid placement Possible Influence Point: Knowledge center search for user reviews Possible Influence Point: Knowledge center search for maintenance, tips, best use, etc…
- 8. Webinar February 12, 2015 Build customer loyalty with buying guides 8 reality is your customer’s journey is really complex and includes many touch-points The Customer Journey
- 9. Webinar February 12, 2015 Build customer loyalty with buying guides 9 most customers are researching before completing a purchase Research Before Purchase Digital resources dominate path to purchases. More than 80% of online shoppers in the US begin shopping with research. More than 60% of global internet shoppers research products online. 36% of consumers spend 30+ minutes comparison shopping before making a decision. 65% of consumers spend 16+ minutes comparison shopping before making a decision. 40% of online shoppers say they consult online reviews before purchasing.
- 10. Webinar February 12, 2015 Build customer loyalty with buying guides 10 days & steps to purchase Benefits of Customer Research 50% 1+ day 50% of revenue comes from purchases where the customer took more than one day to complete 1+ step 66% of revenue comes from purchases where the customer took more than one day to complete 66% The more days a customer spends researching, the higher the average order. The more steps a customer takes during their research, the more they are likely to spend.
- 11. Webinar February 12, 2015 Build customer loyalty with buying guides 11 If you wait until your customer is ready to purchase, you will never convert your audience. Buying Guides influence your customers purchase path with buying guides and how-to content organized in a knowledge center 1st question
- 12. Webinar February 12, 2015 Build customer loyalty with buying guides 12 buying guides support customer acquisition and loyalty, here’s how New & Existing Customers Delights Customers post purchase, through additional product info and access to company Education & Reinforcement through post purchase info, customer forum, best-use, etc.. Re Purchase encourages loyalty with additional info, upgrades. Build Awareness through visibility, share-ability and perceived value Information Gathering supports research stage with loads of product & competitive details Influences Consideration engages customer during consideration awareness research consider buy 2nd question
- 13. Webinar February 12, 2015 Build customer loyalty with buying guides 13 buying guides, how-to and product finders Knowledge Center Content Types buying guide features a specific type of content, tips for choosing the right one and how to use. Product specific buy now buttons are important. how-to product guide features expert/authority voice on how-to use the product, customer reviews, forum discussions. shop now button included but not primary message. product finder with the help of on-site search filters, product finders help narrow a category of products based on product details. Sort by price, brand, product feature, etc…Buy now button very important
- 14. Webinar February 12, 2015 Build customer loyalty with buying guides 14 Buying Guide Components anatomy of a great buying guide page clear title top selling products make it shareable buying guide description (~200 words) smart design Above the Fold Content Below the Fold Content helpful content (tips for making a decision) helpful content (tips for product use) product suggestions compelling product images
- 15. Webinar February 12, 2015 Build customer loyalty with buying guides 15 eCommerce Retailer Buying Guides Examples Flipkart eBay giggle Good: content organization, simple design. Bad: no product or lifestyle images. Good: lots of words. Bad: no page design, missing images, no products to buy. Good: great info, downloadable (yay!) Bad: missing images, no shop-able products
- 16. Webinar February 12, 2015 Build customer loyalty with buying guides 16 non-eCommerce guides and how to’s Examples NAIC - Life Insurance Lowe’s Home Improvement Good: content organization, simple design. Bad: distracting watermark, lifestyle images. Good: multi media content, expert voice Bad: no product links, call to action, or downloadable option. Good: great info, strong authority/expertise, links for more Bad: not downloadable BackCountry
- 17. Webinar February 12, 2015 Build customer loyalty with buying guides 17 this is where a partnership with eZdia comes in handy Developing Buying Guides AGENCY Define Project PLANNING CONTENT DESIGN DEVELOPMENT TESTING Content Outline Site Map Wireframe Copywriting Images & Other Media Wireframe Approval Copywriting Images & Other Media Delivery General Style Complete Content Delivery Identify Pages Types Look & Feel Look & Feel Approval Slicing Page Types Interactivity Server & Database Framework Modules Upload Content Usability Quality Control Final Approval Launch 3rd question
- 18. 18 3 Major Steps Producing Buying Guide Content 1. Work from the Data Do your homework, Find the gaps, Do your Keyword Research and Build Best Topics 2. Drive from Standards, Templates & Guidelines Make it Consistent, Repeatable, & Valuable to the Customer 3. Test, Sell, Evolve With a working, repeatable process in place, Scale up with quality and volume to build authority + +
- 19. 19 start by identifying keywords, topics, themes to create guides Collect Data Refine Using your keyword tool planner, find the AMS and competition of your top terms. Start Collecting: Build a robust list of possible keywords and topics using keyword ideas. Start collecting your ideas from these sources: 1. your inbound search terms 2. borrowed from your competitor 3. keywords in your taxonomy 4. social trends 5. events & holidays 6. customer questions/reviews 1. Eliminate any keywords that don’t fit brand voice or campaign goals. 2. Group keywords and assign respective search engine rankings plus monthly search volume. 3. Plan to create guides to cover based on priority (high AMS, medium competition or high AMS, high competition, etc..)
- 20. Webinar February 12, 2015 Build customer loyalty with buying guides 20 build customer personas by researching your current customers Map Content to Personas Creating a detailed picture of your target audience helps you understand what type of content you should create. Who are your ideal customers and prospects? What are they looking for? How will your product help them? Of consumers prefer when brands personalize their marketing messages and offers. 75% where can you reach them? product needs interests top concerns who are your ideal customers?
- 21. 21 Webinar February 12, 2015 Build customer loyalty with buying guides ”90% of consumers find custom content useful, and 78% believe that organizations behind the content are interested in building good relationships.” via TMG Custom Media Key Performance Indicators Visitors Well written, optimized topics should get 2-4 visits per day per guide via organic search. Conversion Conversion rates of Knowledge Center content can yield about 1/2 of the product pages. Boost with shop-ability, on-page offers. Average Order Directly related to the number of days & steps your customer spends in research before purchase, guides can boost avg order by 50% or more. Reach Good content gets social love! Measuring reach and shares is a great indicator of helpful content. 4th question
- 22. 22 Webinar February 12, 2015 Build customer loyalty with buying guides here’s what you can expect in 12-18 months Building Authority Takes Time 10x RoAS Lifespan = 2 years 3-5 visits /day/guide 50% lift in avg order More than 50% of consumers say that product videos & how-to content makes them more confident in their purchase decisions.
- 23. 23 Webinar February 12, 2015 Build customer loyalty with buying guides how long does it take to realize the benefits of a knowledge center Timeline to Benefits RoAS Buying guides often yield 8-10x RoAS. When we measure overall impressions and secondary screen considerations — that number gets much higher. Refreshing content annually can help boost by 40+%. Scale This type of content needs scale. You’ll need at least dozens of guides to produce enough visitors to turn into customers. Nice topic guides will perform best. Traffic By the end of the first 3 months, you can expect 1-2 visits/day/guide. By the end of 6 months, you can expect 2-3 organic visits/day/guide