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B2B Marketing, B2C Marketing, They are the same – They are all human

Often times when  I meet a prospect for the first time, its starts off with “do you have B2B (business to business) or B2C (business to consumer) experience?”

I have both, however, when you are dealing with the internet, there is really very little difference. When it comes to messaging, marketing, traffic, the person you are trying to capture and convert are humans. In the case of B2B, sure, a business may be paying for it. However, the person who is going to come to the site and make a purchase or fill out a form is not a business. Its a human being. Its the same strategy as if that human was purchasing for their home.

Sure, there may be some differences with the backend technology side (like POs or approved vendor accounts) but at the end of the day from a marketing standpoint, there is no difference at all.

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Radical Vs. Evolutionary Web Design – Which works best?

Evolutionary web design is not my idea, nor is it a new idea, it is just often overlooked. I figured I would resurface the differences and options between the two.

Every 2-3 years, a company decides its time to redesign its website in order to make it relevant to current standards. An agency is picked, the site is created, and whala, a totally new website and user experience is launched. God forbid it contains any elements from the previous site. Its almost like buying a new car. You are sick of your red 4 door sedan, its time for a new big black truck! In the web design world, this is called “Radical Web Design”. This is the standard protocol and utilized 95% of the time.

There is another lesser known strategy in web design which is called “Evolutionary Web Design”. Google, Amazon and many others implement this strategy. This is when you take small elements of the website, overtime, and test them. The site constantly evolves, one part at a time. The process never really ends, and there is never a drastic change. One might test 2 different navigation layouts, category colors, page layouts, fonts, etc.. Sure, if you looked at the site between 2-3 year gaps, they would be really different. But on a daily, weekly or monthly basis, it would be hard to see the differences. Changes are slow, most users don’t see them, and only things that are proven to work with conversion testing are made live permanently. To use a similar reference to the car buying one above, this would be like buying an old clunker and tinkering with it overtime, painting it, adding to the engine, to create the perfect vehicle.

Think about this. When was the last time that noticed Amazon.com redesign their website since the 1990’s? You haven’t. Amazon.com is the poster child of Evolutionary Web Design. If they decided to do a radical shift in layout, colors and flow, their conversions would plummet and they would most likely lose billions in revenue over the weeks post-launch. Most of the hundreds of new site launches I have been involved in saw a lower conversion rate for the first couple of months post-launch.

Their are times where Radical web design is appropriate, there are times when evolutionary is. Here are some basic tips for each:

When Radical Web Design is best
1. Your site doesn’t have the technical capabilities to perform the things its needs to. Perhaps you sell stuff online but your site lacks the core eCommerce functionality
2. You have rebranded your company and its important, beyond just the web, that your site matches your brand.
3. You have changed your product line drastically
4. Your site is greater than 5 years old (probably too late to go
5. Budget constricted – Evolutionary web design is typically much more expensive. Since there is no project, rather, an ongoing effort, you will need to incorporate monthly budget to it, forever.
6. Site traffic is less than 5k a month. You would have too little traffic / theories involved in evolutionary web design.
7. Your boss or investors are waiting to be “wow’d” by a new site. Bad reasoning, but hey, sometimes that matters!

When Evolutionary Web Design is best (For the record, so long as you have enough traffic to test, this is 99% the better route to go)
1. You are simply trying to increase the conversion of your website, but the core functionality/technology is adequate.
2. You have greater than 20,000 visits in traffic (yes, doesn’t match up to the radical web design traffic number, there is grey zone here)
3. You have budget and patience.
4. You have the support from the company, and you can incorporate testing into the culture, and part of the business process.

If you have any questions on this or want to chat about this topic, email me!

 

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6 Things Amazon Sellers Are Doing Wrong

imagesFact: Third party sellers were responsible for 39% of units sold on Amazon in Q4 f 2012.

Want a bigger piece of the Amazon pie? Focus on your product rankings for searches on Amazon.

Amazon Rankings for search terms are determined by the following:

  1. Traffic to the Product Page
  2. Conversion rate on your product page
  3. Number of Positive product reviews

Below are six resources that are commonly overlooked by Amazon sellers, which have a direct impact on Amazon rankings.

1)  Product Names can have up to 250 Characters – Use Them!

With Amazon, it’s all about ranking for relevant search terms. Using Google’s keyword tool, perform keyword research and determine what terms people are searching for when seeking to buy your product. Make a list of the terms you come across and include the most relevant ones into your product name.

What most people do

Garcinia Cambogia 50% Powdered Extract 2.2 lbs. (1 kg)

What people should do

Garcinia Cambogia (Garcinia LEAN) – 500 mg per capsule and 1000 mg per serving (2 capsules).60 Capsules, 60% HCA Extract for Maximum Weight Loss

As you can see in example two, this product name is targeting the following keywords: Garcinia Cambogia, 500 mg, 1000 mg, HCA Extract, and Weight Loss.

+1 for traffic

2) Product Descriptions can have up to 2,000 Characters + HTLM – Do it!

Utilizing your keyword list created in the first step previously discussed, pepper in keywords to increase your likelihood to rank for relevant searches; do not stuff a bunch of keywords carelessly throughout and diminish the readability. Take your time to explain the product and organically include the terms you would like to target. Using HTML, provide bolding and paragraph page breaks to space out the text which will highly improve readability.

What most people do

Garcinia cambogia 50% Key Facts: Garcinia is a plant genus of the Clusiaceae family. Garcinia is also known as bitter kola and Malabar tamarind.Garcinia is native to Southeast Asia and the Western and Central regions of Africa. Garcinia Cambogia is commonly found in the evergreen and the Shola forest of Western Ghats in India. Properties: Garcinia Cambogia has been widely promoted for weight loss. Garcinia Cambogia may be beneficial in the treatment of stomach ulcers. Garcinia Cambogia has been prescribed for rheumatism and bowel complaints. Garcinia Cambogia has been historically used in the treatment of edema, constipation, delayed menstruation and intestinal parasites.

What people should do

What is Garcinia Cambogia?

Garcinia cambogia is a revolutionary fat burner that will suppress your appetite, while preventing fat from being formed. Put the two together and you have instant weight loss without wasting time dieting and exercising.

What You Could Expect:
– Drop dress sizes
– Reduced belly fat
– Lose excess weight

As you can see, providing bolding and spacing allows people to quickly and accurately sponge up the information.

+1 for traffic

+1 for conversion rate

3) Products can have 5-9 images, use as many as possible!

Since people are not able to hold and feel your product, invest some time and create beautiful product images. Hire a photographer or bring in a top notch graphics designer who can create images which will help sell your product. Show what your product will look like when they get it, packaging etc., along with photos representing the product use; help people visualize the results they will get from using your product.

+1 for traffic

+1 for conversion rate

4) Pay close attention to reviews!

Amazon has both seller reviews and product reviews.

Seller Reviews – Utilizing a tool like feedbackfive allows you to automatically solicit positive feedback for your seller account from customers. Before you put this tool in place be sure you have impeccable customer service, as all customers will be receiving the requests.

Product Review – Start with three five star reviews. Why three? Amazon will display up to three reviews on the product page. For those who manufacture and sell their own products, solicit positive reviews from past customers. No past customers? Send out your product to friends and family free of charge in exchange for reviews.

+1 for conversion rate

+1 for positive reviews

 

5) Buy Low, Sell Low…then high.

More Sales = More rankings on Amazon Searches.

When you first launch a product on Amazon your focus should be on rankings. To maximize speed to rank start at your lowest price possible and as sales and rankings increase, you will be able to raise the price. If sales dip you can utilize the practice of price pulsing until your sales and price point meet a happy medium.

+1 for conversion rate

 

6) Offer a satisfaction guarantee

Fact: People like guarantees, but seldom act on them.

If you have a quality product, provide people with peace of mind by using a satisfaction guarantee; take away all areas of resistance. Include this guarantee in your product bullets and description.

+1 for conversion rate

 

Want more tips? Speak to an Amazon Consultant today. Ask about our marketplace management services including optimization for Amazon, eBay, CSE’s and more.