iASP Client Login

Blog

9 Fantastic On-line Promotional Tips

9 Fantastic On-line Promotional Tips

9 Fantastic On-line Promotional Tips

So you have an awesome shipping policy and a killer returns policy ready to go, now it's time to move to the next area of eStore brilliance - On-line Promotions.

There are countless types of promotions...new stock arrivals, VIP benefits, seasonal clearances...promotions are an age-old tool designed to encourage customers to buy.

Promotions can be used to satisfy one of the fundamentals of great sales and marketing: fear of loss, which is arguably even more powerful and important in the fickle e-commerce world.

Great promotions are not just about discounts. Be creative. Promotions could be in the form of a bonus (free shipping), a "buy this get that" or a free sample. The key is to offer real value and incentive for customers to buy and to buy more and to buy NOW.

So, after much careful consideration, here's the 9 fantastic promotional tips that made the list.

HCD's Top 9 Tips for Fantastic On-line Promotions:

  1. Have at least one promotion running at all times. The only time you shouldn't have a promotion, is when you have nothing to sell
  2. Don't be predictable. Alternate the terms, length and other parameters to keep your customers guessing (and find what works best)
  3. Repeat successful promotions regularly and ditch the less successful ones
  4. Have at least one regular annual "Event", a promotion that customers can expect and anticipate. Make it HUGE
  5. Spread your promotions across your entire product range and target all your customer demographics
  6. Target customers who have purchased products with special promotional incentives on related products
  7. Align your physical store promotions with your on-line promotions
  8. Be aware of your competitors promotional activities and where possible out promote them or meet them head on
  9. Include post-sale promotions within orders shipped to customers. A thank you letter with a unique promotion code is a proven sales champion

Join the Conversation - Do you agree with our top 9? Perhaps you have your own tips for on-line promotions that you would like to share? Leave us a comment on the iASP Central Facebook Page, or Get in Touch.


On-line Resources:

The #1 reason in-store-only shoppers refuse to buy online.

The #1 reason in-store-only shoppers refuse to buy online.

The #1 reason in-store-only shoppers refuse to buy online.

The #1 reason* that in-store-only shoppers refuse to buy online is the Returns Process.

If you think that's a powerful statistic, consider this: 89% of customers say they'll shop again at a store after a positive returns experience*.

We recently looked at how shipping policies can be used to improve online sales performance and customer satisfaction in our article 4 Awesome Shipping Tactics. Here we re-visit the randomly selected websites analysed in that article to look at their returns policies.

All policies we reviewed specify that items must be returned in perfect / as new condition, with tags, and in the original packaging; unless mentioned otherwise.

Target customers can return online purchases in-store, or by post, within 28 days of purchase. Returns by post require a returns form to be downloaded, completed and included with the item in a parcel. Target include an eParcel slip with orders which the customer can take to any Australia Post office. It isn't clear, but it appears Target pay the fee associated with returning the item unless they need to send it back again.

HCD Note: Allowing up to 28 days to return an item, and providing an eParcel slip with their orders to allow for easy returns is great, but their returns policy itself still left us puzzled.

Myer recommends customers use the FREE option of in-store returns. If the customer chooses to return the item by post, they must contact Myer for returns details. The customer must cover the cost of postage, and returns must be made within 30 days of purchase.

HCD Note: Myer, did you know the #1 reason in-store-only shoppers refuse to shop online is the returns process? Now you do!. 

The Iconic allows returns within 100 days of purchase, and customers can print off a shipping label for the package. The Iconic pays for the cost of returning the item, plus, customers can choose to receive a refund, an exchange, or 110%(!!!) store credit(!!!).

HCD Note: If you couldn't tell by the (!!!), again we are impressed with The Iconic eStore. Full marks, plus 10 bonus points for a cleverly structured policy page in the form of an FAQ. If this policy doesn't make a customer happy, they never will be.

That Online Shop allow returns within 14 days of purchase. The customer must contact That Online Shop to receive a returns form and instructions.

HCD Note: A stock standard returns policy. We get the no-capitals style the website is going for, but it does make reading the returns policy difficult. Compare this to The Iconic and think which is more likely to capture that 89% of return business following a "positive" returns experience.

PS: Sad to see the shopping cart layout is still broken on That Online Shop. We did contact them last week in case they weren't aware. No thanks was necessary - or forthcoming!

Oxfam Shop clearly states that return postage is free within Australia, and items can be returned 35 days after purchase. There are some items that cannot be returned however, such as food items.

HCD Note: Perfect! Very clear and simply written policy. More than enough time to receive, try and decide to return an item, and free return postage. Items that can't be returned are clearly listed.

The T2 Tea returns policy is a little unclear. The website allows returns to be made within 30 days of purchase, but it is unclear whether the customer can just send the item back, or if they need to contact the website first.

HCD Note: Probably the worst example we reviewed, not only is the returns policy a small paragraph at the bottom of the Terms page, it provides no information other than they will meet their legal obligations. We recommend doing the opposite of this example.

The Results:  The only common trait in the returns policies of the reviewed websites, is that items must be returned in near-new condition, unused and with the original packaging. Beyond that, the policies are very varied. All meet their state and national legal obligations, and it is about 50-50 in regards to whether the store covers the costs of returning the item, or whether the customer does. Even the time period to return an item varies widely between 14 days and 100 days.

HCD Tactics: Be reasonable, and realistic, with the aim of making the majority of returns a positive, hassle-free experience for the customer. Conversion is the main goal, so if your competitors are offering free returns, then you should too, or reduce the costs as much as possible. Make your returns policy clear and concise, and make the returns process as convenient as possible for the customer. Provide a returns label if possible. Lastly, look for ways to eliminate the need for returns through the store-front, by providing more than enough information about the product that the customer will need, such as sizing charts, extra-large images, product reviews and demonstration videos.

For more information about returns policies, we recommend the following reading:

* Statistics from Entrepreneur's infographic What Consumers Want from Returns and Why it Matters.


[HCD Review]: 4 Awesome Shipping Tactics

[HCD Review]: 4 Awesome Shipping Tactics

[HCD Review]: 4 Awesome Shipping Tactics

With 59%* of shoppers saying they consider shipping costs when purchasing on-line, and 44%* abandoning their cart due to high shipping costs, determining what to charge for delivery just might be the second most important decision that an eStore will ever make (after deciding to launch in the first place).


Here's our 4 awesome shipping tactics:

  1. Keep it Simple: Flat fees are best
  2. Offer Incentives: Offering free or discounted shipping based on minimum order totals is a proven tactic
  3. Be competitive: Know your opposition and respect your customers - they'll know if you're gouging them
  4. Use a disclaimer: Reserve the right to re-negotiate shipping costs post-order if necessary

We all know it ACTUALLY COSTS money to ship orders, but with customers voting with their wallets, what is the Goldilocks amount to charge for delivery?

To help you decide, we reviewed some Australian eStores to see what they are doing... (Note: HCD has no affiliation with any of the businesses reviewed. We have chosen websites randomly. All amounts are in Australian Dollars).

Target charges $9.00 for delivery of small orders under $75.00, or free shipping for small orders over $75.00. Their delivery charge for large items is $15.00, or $30.00 for 3 or more large items. Target also offer a "Click and Collect" option, which allows the customer to pick up their order from selected Target stores depending on the items in the order. This option is free for orders over $40.00 or $5.00 for orders under $40.00. 

HCD Note:A $5.00 administration fee to collect a pre-paid order in-store...really?

Myer offers standard delivery for $9.95 for orders under $100, and free delivery on orders $100 and over, except for Goods that require Special Delivery. There is also the option to pick up the order from selected Myer stores dependant upon the items in the order, which doesn't have an additional fee.

HCD Note: 5 Stars from us Myer - Target take notice!

The Iconic offers a few choices. Customers can pick up their order from a Parcel Point for free, which is useful if you are living in a major city. Otherwise, the cost for shipping by Australia Post is $7.95 anywhere in Australia. Free overnight shipping is available for orders over $50.00. For an extra $2.00, delivery is available within 3 hours to metro areas in Sydney or Melbourne.

HCD Note: We love the express options and with a low $50.00 threshold for free delivery, this is about as good as it gets.

That Online Shop offer free delivery for orders over $100.00, otherwise they charge $7.00 per item for standard delivery or $15.00 flat for express delivery. They also provide free gift wrapping with a gift tag. The terms specify that a surcharge may apply if delivery is to a non metropolitan postcode and the item is bulky or fragile, dependant on the excess charges applied by the courier. Delivery is available to international addresses at the rate of $40.00 to NZ, USA, UK or Asia, unless the items are over 2kg, where shipping costs are negotiated personally with the customer.

HCD Note: Full marks for the free gift wrapping and gift tag, and the incentive to make a minimum $100.00 purchase or select express shipping is commendable. Alas, $40.00 for international shipping for orders less than 2Kg may discourage many overseas customers from purchasing, and, as there are no weights included with any product details, customers have no way of knowing whether or not they have exceeded the 2Kg limit.
Sadly, we experienced technical problems on subsequent visits to this site, which we have pointed out to the website operators. This highlights the importance of technology that works.  

Oxfam Shop has a different approach to delivery fees. They have set shipping fees at 15% of the order total, limited to $7.00 minimum and $17.00 maximum, or $25.00 for express delivery. They also specify that large items may incur a delivery surcharge. Oxfam offer international delivery too, which is 15% of the order total, set between $40.00 and $100.00.

HCD Note: At first glance we weren't sure about this approach, however, the actual delivery costs are reasonable. Our recommendations would be to offer free shipping once the order total exceeded a nominal amount.

The T2 Tea on-line store have set delivery fees to $10.00 flat rate for standard delivery, and $20.00 flat for express delivery. Orders over $60.00 are shipped free within Australia. International orders have a different set of fees which change dependant upon the order total.

HCD Note: Full marks - but remember - this website does not need to factor oversize or bulky orders, in which case, a disclaimer would be strongly recommended.


Summary
While there are variations, the current trend for delivery fees is a flat rate ranging between $10.00 and $20.00 with an offer of free shipping for more expensive orders of around $100.00.

Remember, customers shop around to get the lowest price possible, which includes the delivery fees. Customers will justify buying an item that is a few dollars more than on another website, if the total including shipping still ends up being cheaper. Having a flat fee also makes the process a lot easier. Customers know up front what they can expect the shipping costs to be.

HCD Tactic: Review the cost of sending an average order to each of the major cities in Australia through your preferred courier(s).

Set flat fees that cover most bases while remaining in line with your competitors. Aim for a delivery fee of $10.00 - $20.00 for orders within Australia and encourage customers to spend more by setting a free shipping threshold amount.

HCD Tactic: If you find you simply can't compete with shipping costs offered by your competitors, consider investigating out how they do it...do they have a better deal with a courier or lower cost packaging and warehousing costs?  

HCD Tactic: Where necessary, use a disclaimer to reserve the right to adjust shipping costs (after the original order is placed) for oversize or bulky orders, or orders being shipped to remote or otherwise difficult delivery areas.

HCD delivers enterprise e-commerce and mobile commerce solutions to customers serious about maximising return on investment. Our proprietary technology caters for just about any shipping configuration imaginable. For more information please contact us for a confidential discussion.

* Statistics from VoucherCloud's infographic Consumer Psychology and the E-Commerce Checkout.


4 Current Super Über KickStarter Projects

4 Current Super Über KickStarter Projects

4 Current Super Über KickStarter Projects

KickStarter is creating a global buzz as a powerful way to gain funding to get new projects off the ground. 

Since the website's launch in 2009, over 60,000 projects have been funded, with over US$1 billion being pledged by over 6 million people around the world. 

A couple of  notable projects that have been kickstarted:

  • The Oculus Rift, a Virtual Reality headset famous for being bought out by Facebook owner Mark Zuckerburg, which received almost US$2.5 million in pledges from backers

  • Reading Rainbow, a project restarted by LeVar Burton (the actor who played Geordi La Forge on Star Trek: Next Generation), a free for schools digital library project to teach children to read. This project smashed expectations when it reached its US$1 million target in just 12 hours!! The project currently has over US$4 million with 6 days to go. Check out the project on Kickstarter

While Kickstart may be better known for projects in creative industries such as fashion, design, art, music, games or theater, there's plenty of notable projects in the Technology category that caught the eye of the Hub Com Digital team.

Here's a few Technology projects we think are great ideas...

  1. Umbrella USB: A little USB jack that you can plug in between your USB charger cable and a USB port which eliminates the threat of data theft via "Juice Jacking". The is especially handy if you use computers on public networks to charge your devices.
    This project has pledges of almost double it's US$10K target with another week to go.

  2. Sherlybox: The Sherlybox is described as a cloud without the cloud. It allows you to manage and share your files securely without the need for a public cloud service like DropBox or Google Drive; and the software with it allows teams to work on the same files without over-riding one another. Pretty cool.
    This project has pledges of almost US$120K, nearly double it's target with 8 days left.

  3. iFind: Keep losing things? Stick an iFind tag on it and you'll never have trouble finding it again. iFind is battery free, and communicates with your smartphone device via BlueTooth to help you locate an item that has been tagged, or to notify if a tagged item is out of range. And if you lose your phone, you can find it with an iFind tag. Perfect!
    This project has attracted more than 20 times it's target pledges with more than US500K raised with 4 days to go.

  4. The 360cam: Billed as the world's first full HD 360 degree camera. This uber-cool device allows image and video capture of full 360 degree panorama's from the palm of your hand.
    No wonder this project has attracked over 3,000 backers who have pledged nearly US1.2M a whopping 800% of it's goal - and the best news is there's still 8 days to go to get on board!

3 Hassle Free Tactics To Keep Your Website Content Fresh

3 Hassle Free Tactics To Keep Your Website Content Fresh

3 Hassle Free Tactics To Keep Your Website Content Fresh

In our recent article - Google Panda Goes Kung Fu On Your Website - we pointed out that Google is giving website owners a nudge to update and refresh their published content. With that in mind here's our top 3 hassle free tactics for keeping your content fresher for longer.

1: Regularly update the key message on your homepage.
It does not have to be a major re-write every time, but regularly (at least once a month) edit the primary message on your home page.
Remember, it's all about engagement, so consider including a topical or seasonal message of relevance to your audience. You might mention the season and how it relates to your business e.g. "Winter is a great time for one of our famous Irish Coffees sitting by the fire" or "With Easter fast approaching it's the perfect time to book our free vehicle safety check" or "Don't forget, your next BAS Statement is due on June 21st".

HCD Tactic: If your website allows inclusion of some sort of main image such as a banner on your homepage it is highly recommended you invest in updating this image regularly - at least several times each year. If you have a scrolling banner function you will get away with the same images in rotation for longer, and you might further extend the shelf life by swapping around the default starting image and the rotation order of the images.

2: Should you include the Date Published / Updated in your website content?
When it comes to newspapers, topical content that was news yesterday is old news today. When it comes to some areas of corporate website content there's a longer shelf life - for example your "About Us" page might only change when you have staff or other significant organisational changes and your "Product Descriptions" may also remain relevant indefinitely. In these cases you should never include the date published. Alternatively, if you publish news or a blog and write regular articles (at least one per month), then you should always include the publish date. 


HCD Tactic:
If you are not writing at least one news / blog article per month you should consider removing the news / blog altogether or at least removing the date published from articles (which is not ideal) - better still, increase the frequency you publish articles to at least one per month.

3: Recycle your content.
You can save time by publishing / archiving / re-publishing content. Be sure to give the content the once over before re-publishing to be certain it is still relevant and accurate. Re-writing the headline and the opening lines will be enough to attract a new audience.

HCD Tactic: Publishing a new image with recycled content is a great way to refresh it.

If you've got anything further to add we welcome your comments, or if you are struggling with your website content, HCD may be able to help. Please feel free to get in touch.