Three Campaigns Catalyst

5 Ways you’re blocking website sales

If you’re an ecommerce brand in Australia right now, you’ll no doubt be experiencing higher traffic, and potentially a higher conversion rate. But is that rate reflective of how well you COULD be performing?


Here’s the top 5 ways you’re blocking your conversion rate from soaring.



Your website navigation is confusing


Navigation that isn’t designed FOR the client is likely to leave that online order list barren. Put yourself in your customers shoes, and experience the steps it takes from discovering the brand, through to making a sale. What unnecessary pain points can you see? Are you speaking in the language they need, and offering them the support required at each step?



Your website isn’t optimised for mobile


Even before the world was tipped upside down by the coronavirus shutdown, more and more consumers have been making online sales via their mobile devices. If your website design isn’t optimised for a seamless, easy to use experience, you might be frustrating your customer-to-be into an abandoned cart. There is a true art to mobile web design and user experience (UX) that makes undeniable impact to that sales conversion



Your ad experience isn’t reflecting your website experience


Imagine a glossy magazine ad for a hairdresser that promises a luxurious experience and incredible results. You excitedly book your appointment, but when you turn up the salon is in an abandoned warehouse area, cracked lino on the floor and a gum snapping hairdresser behind reception with an 80s poodle ‘do. When you abandon your website in the name of marketing alone, this is the kind of shock and dismay you might bring upon your own clients.


It’s more important than ever to be marketing and getting that brand awareness up – but if you’re doing it in the name of abandoning your website, you’re likely to undo all that hard work. After all, ad clicks don’t make money: Conversions do! Make sure that paid ads budget stays balanced with your SEO and web design requirements.



You’re not optimising your marketing for the clients that buy


I often joke with clients that there are two kinds of people who click your ads: Those who would like it, and those who will buy it. If you’re optimising your ads for audiences who love to have a look but ultimately never convert (Think uni student demographics lusting over expensive jewellery or cars), you’re likely to see a lower Cost Per Click, but no actual sales as a result. If paying a little more for each click means making a sale, your Cost Per Acquisition (What it cost to make the sale) will balance out beautifully.



You’ve stopped looking for new opportunities


Gin distilleries making hand sanitisers. Gyms creating online classes via Zoom. Beauticians shipping out DIY facial kits to clients. What can your brand do to open revenue streams and keep brand loyalty high? While ecommerce might seem “safe” and enjoying a surge, what you do during this time may be pivotal to lower times to come when bricks and mortar options are back on the menu. Show real service, look to new demographics, collaborate with other brands: It’s a great time to get a whole new audience influx, and watch your conversions rise as a result.


For our clients, we’re seeing through COVID-19 create a conversion rate average for ecommerce brands of between 2.1% and a staggering 7%, dependent on industry and (of course) the marketing each brand has invested in. What could your business look like with more brand awareness, more conversions and more orders made? Reach out today and let’s have an obligation-free conversation about how we can apply a growth strategy to your brand, and get those sales soaring.

Three Campaigns Catalyst

The 3 Campaigns You MUST Be Running During The Coronavirus Shut Down

Undeniably, there is a new edge across all industries since the COVID-19 crisis began. With the closure of many hospitality brands, recreation and fitness centres barred and an incredible change to consumer behaviour, we’re seeing more and more brands fail to identify key activities they must be doing online to steady the ship, or enhance their opportunities. Feast or famine, here are our top three campaigns you should be running right now:


Campaign 1: Value to your existing clients


Your clientele are your number one asset, and need to be treated as such. Depending on your industry, they’ll either be suffering from a lack of opportunity to engage, or be pushed aside by a new rushing demand of customers desperate for your product or service.


Either way, you need to give them a reason to stay, and keep that brand loyalty.


Wound back your business? Consider what your customers are missing out on during your wind back. We’re seeing boutique gyms open their doors to online classes that are free for existing members, even if their memberships are currently paused. Show thanks for their loyalty, and keep them engaged, otherwise you may risk losing them on the other side.


Campaign 2: Your pivot strategy.


Wound back your business? Find out what your audience wants and needs are in this strange time of crisis. We’re seeing a wide variety of businesses across Australia pivot their strategies by finding out, first and foremost, what the answer to these two crucial questions are, and how accessing these requirements are possible with their current business structure.


A great example is Flowers Vasette – a true institution of Melbourne floristry, Flowers Vasette shifted their focus from flowers alone to stunning fresh produce boxes, with flowers included. This positions them beautifully as not only a problem solver, but also staying true to their core offering. Flowers sent at any time are an exquisite “thinking of you” moment, which has become more important as we isolate – combining this feeling with the practicality of fresh produce is a genius stroke in our eyes.



Campaign 3: Your awareness campaign.


It’s hard to believe now, but once upon a time Kelloggs was not the leading name in cereal. In the 1920s as the Great Depression hit, ready-to-eat cereals hadn’t made their mark yet when it came to popularity and positioning, meaning the impending recession meant it was anyone’s guess how the industry would fare. As the recession hit, the leading manufacturer Post did what we see so many labels do today: Reign in their marketing, and halt their advertising spend. At the time, the little known brand Kelloggs saw an opportunity, hitting hard with not only marketing as usual, but exploring new spaces such as radio. The results? A 30% market share increase that saw them leave the recession as cereal’s new number one brand, with a legacy that has continued today.


So what can we learn from this message? Even when consumer demand is low, awareness is key. When physical stores reopen and the market is stable and confident, your recession-based awareness campaign means not only revenue through the dip, but a funnel full of ready-to-buy consumers on the other side as well.


We’re working with a range of innovative brands who are seeing silver linings in this time of change, and taking back control with comprehensive digital strategies and campaigns. Reach out today and learn more about how we can assist your business and put you on the path to predictable results and a stable future. Reach out today for your no obligations conversation.