Preparing for Black Friday, Cyber Monday and Christmas

The last two months of the year tend to be the busiest for retail and this year should be no exception. The temptation of Black Friday and Cyber Monday bring out the bargain hunters and Christmas brings people together as we all lookout for the perfect gift for our significant others and our families.

This year things are going to be a little different what with being in the middle of the second lockdown and Black Friday and Cyber Monday falling right in it, people are turning to online, much like they have over the last few years but this time, there is no choice for alternatives.

Christmas might have the benefit of stores re-opening, assuming there are no adjustments to the lockdown, and with many people making it their highlight for 2020 the opportunity for online is huge. People have gotten used to the convenience of it and those wanting to avoid potential crowds after stores reopen will embrace it.

With this huge opportunity coming down the line there are things you need to do to ensure the most success and things that you could do to make the absolute most of every chance you get. It’s about being prepared and not leaving things to fate. We’ve pulled together a few areas for you to look at so that you can call yourself prepared.

 

Double and Triple Check Your Site Speed, Checkout Process and Scalability

When we’re talking about anything websites or the internet, a lack of speed will turn customers off. In fact, it has been found that 46% of shoppers have said they’ll never return to a slow website. You want to make sure that doesn’t happen to yours. You’ve done all that work to get them there, the last thing you want to do is send them packing because things don’t load or take too long. Using Google Developer PageSpeed Insights tool will give you a good idea of how things are loading and what you might need to do to fix it, if there is an issue.

You’ll also want to make sure your checkout process is as good as it can be. Black Friday, Cyber Monday and Christmas shoppers are fickle. They have thousands of stores to select from and a limited amount of time. They will leave your store if your checkout isn’t running smoothly. This is an area often overlooked by site owners but when it comes to CRO or conversion rate optimisation it is an area that can offer a great uplift. Our Experience team have helped plenty of our clients do just this by analysing the checkout process and implementing changes that have driven huge revenue increases. Taking time to improve your checkout process will pay off for you with every customer post the changes taking place. For a quick win, you may consider adding extra payment options like Paypal. We have a partnership with Adyen who's payment services can allow a business to add things like Apple Pay and Google Pay incredibly easily. If this is something you'd like to look at in more detail, speak to us and we can give you an idea of how to build it into your development plans.

Scalability might be something that you’ve not heard of or it might be something you’ve never thought about, but it relates to your sites ability to handle increases of traffic during these busy times. Plenty of companies have been caught out during past Black Fridays, and when the first lockdown was put in place a lot of websites fell over and put people into queues or even served errors because they just couldn’t deal with the influx. To combat this, it all comes down to hosting. Being on a cloud platform allows you to leverage scalability and open and close gates as needed. Our DevOps team at Eclipse know all about this and have helped a lot of clients build-in backstops to ensure uptime when it counts. They’re happy to talk to anyone who needs a little more information on why this is important and how to use it to stay competitive.

 

Think About Enhancing the Experience For Your Customers

As we mentioned before, shoppers have the option of thousands of stores and when they’ve chosen you, you’ll want to make the experience for them as easy and enjoyable as possible.

Keep offers clear and highlight the reasons why customers should stay and shop with you. Extended returns periods, seasonal discounts, free delivery and exclusive products all give you something to shout about. So, do it.

But beyond that, think about how the products are sorted on the website. Do you have a sale section or gift finders? Is everything in a place that is easy to find and then filter by price or amount of discount? Does the site search work well so that when people use it they’re being shown an accurate reflection of what they’re looking for and what you have on offer? All these things make a massive difference to the shopping experience.

You’ll also want to put some thought into your upsell and cross-sell opportunities. These are great ways to highlight other products that may be of interest to your customers and also lift the average order value of your checkout basket. Do you sell products that have bundles of accessories that make them better or a range of products that offer more functionality the further up the price ladder you climb? Tell people! Things can be easily missed and if a customer looks at something and assumes it doesn’t do what they need it to, they may leave to look elsewhere but if you have an alternative that might fit their need, you need to highlight it. And when it comes to cross-selling, the old problem of batteries not included on Christmas morning come to mind. Don’t let people fall into a trap of missing an important add on purchase that could take their experience from great to troublesome.

If you really want to take your customer experience to the next level adding functionality like AR (Augmented Reality) to your website really steps you apart and gives customers an experience like never before. It gives them the ability to bring your products into their home, try them in their space or even on themselves. It reduces your return rate and gives people assurance that what they’re looking at online will be what they receive. Our AR solution, Ares, is a total end to end solution for adding AR to your website and we can help you implement it with ease.

 

Getting People to Your Site

Having your site up and fully optimised is vital but just as important is going to be letting people know what you’ve got on offer, so they’ll head over and visit you.

Using Social Media is a great way to do this. If you’ve built up a loyal following they’ll be keeping an eye out to see what you have on offer but using paid social promotion and ads on platforms like Facebook and Instagram will help you reach out to a target market that you may not have been in front of before. The audience-building options in these platforms are great when you have a set of buyer personas in mind. The trick is to widen it enough to reach a good amount of people but not to have it so broad that you’re putting offers in front of people that are likely to be uninterested.

Make sure you use good imagery to highlight products in their best light and add well-written descriptions including details about discounts, features and any other information that you think gets you to stand out from the competition. Video works incredibly well too, and it gives you a chance to highlight products from different angles or even show products being used. One of the most effective formats when it comes to ads on Facebook and Instagram are carousel. These give you a chance to add 4 or 5 different products or even features of a single product in a single location that is easily scrollable.

To help drive more engagement on your organic posts, especially those on Instagram look for hashtags that are getting high levels of use. Adding these to your posts can help it be seen. People will be following hashtags such as #blackfriday or #offers. In our own experience, we’ve seen high levels of engagement on Twitter and Instagram when the right hashtags have been used. Getting these right can give your posts a turbo boost.

To further support this kind of activity, look at creating blog posts that pull together lists. List posts get high levels of engagement and things like ‘Our Top 10 Black Friday Deals’ or ’20 Gifts for the Man Who Has Everything’ will get people clicking. Just make sure that the blogs are backed up with great contact that clicks out to the individual products you’ve highlighted.

Another powerful tactic here is the use of reviews and word of mouth. People buy from people and having real honest reviews that can be shared on social media will give buyer confidence in you and your products, but the key here is that they’re REAL and not paid for reviews. There has been a lot in the news recently about fake paid for reviews and people are being told to look out for them. It is an unethical practice and something that you should not engage in any way but having real customer reviews or testimonials in the forms of images, videos, quotes or third party reviews like from TrustPilot or Google Reviews helps build trust.

 

Come Talk to Us

Hopefully, you’ve found these tips helpful and you’ll be able to use them to drive an increase in business over this sale and holiday period. If you’ve got questions about anything you’ve read, or you’d like to take advantage of any of these tips and you’re not sure where to start Eclipse is here to help. Reach out to us and we can work with you to make sure you can maximise every opportunity that lays ahead of you.


5 Reasons to Upgrade Your Magento Right Now

Hopefully you’ve been thinking about upgrading from Magento 1 or maybe even Magento Open Source to Magento Commerce for a while. Your business is growing, and you need to deliver a truly advanced shopping experience—something that will launch you far ahead of the competition.

Magento Commerce is one of the most forward-looking commerce platforms available today. Faster content publishing, AI-based personalisation and loyalty solutions, and cross-border selling are just some of the features it offers. So why are you waiting?

Perhaps you worry that upgrading will be expensive or time-consuming. Or maybe you’re uncertain how much Magento Commerce will do for your company’s bottom line. Either way, it’s time to stop thinking and start doing. Magento Open Source 1 reached end of life in June this year. Updates and security patches have stopped. This means your store could be vulnerable and open to attack much like what happened in September, and you will have to prove compliance with PCI and other standards.

If you plan your upgrade now, you can avoid these risks and take advantage of Magento Commerce features that can transform your customer experience. This eBook by Magento covers 5 reasons why you should begin planning your upgrade to Magento Commerce right now.

 

How Eclipse Can Help

The good news is that we’re here to help you get secure and protect yourself from these kinds of potential exploitations. Migration means closing the gaps created by being end of life.

We’ve tailored a Magento solution for everyone, no matter where your start point in the market. It’s just about us getting together, discussing the options that will work best for your business and then working to get you accelerated toward success.

We have a history of both developing from new and re-platforming businesses with Magento. By working with us, you’re getting access to this experience and expertise. Reach out to us and let’s start talking about how we can get your site moved and more secure.

 

Here's The E-Book

Magento - 5 Reasons to Upgrade Right Now


The Nightmare Before Christmas for Retail?

On Saturday the PM announced that England would be going back into another national lockdown from this Thursday. Everyone across England will be asked again to "stay at home", with us all only being allowed to leave our homes for a series of specified reasons, including "essential" shopping.

When looking at the latest government guidance, the list of those having to close their doors is extensive. Published on the 1st November the guidance reads as follows:

“To reduce social contact, the Government has ordered certain businesses and venues to close. These include:

  • all non-essential retail, including, but not limited to clothing and electronics stores, vehicle showrooms, travel agents, betting shops, auction houses, tailors, car washes, tobacco and vape shops.
  • indoor and outdoor leisure facilities such as bowling alleys, leisure centres and gyms, sports facilities including swimming pools, golf courses and driving ranges, dance studios, stables and riding centres, soft play facilities, climbing walls and climbing centres, archery and shooting ranges, water and theme parks,
  • entertainment venues such as theatres, concert halls, cinemas, museums and galleries, casinos, adult gaming centres and arcades, bingo halls, bowling alleys, concert halls, zoos and other animal attractions, botanical gardens;
  • personal care facilities such as hair, beauty and nail salons, tattoo parlours, spas, massage parlours, body and skin piercing services, non-medical acupuncture, and tanning salons.

Food shops, supermarkets, garden centres and certain other retailers providing essential goods and services can remain open. Essential retail should follow COVID-secure guidelines to protect customers, visitors and workers.

Non-essential retail can remain open for delivery to customers and click-and-collect.

Playgrounds can remain open.

Hospitality venues like restaurants, bars and pubs must close, but can still provide takeaway and delivery services. However, takeaway of alcohol will not be allowed.

Hotels, hostels and other accommodation should only open for those who have to travel for work purposes and for a limited number of other exemptions which will be set out in law.

A full list of the business closures will be published and set out in law.”

Looking through the guidance you can see the level of interruptions these changes are going to have to retail through November.

 

The Busiest Time of The Year

Shoppers usually spend around £50bn on goods other than food in the weeks leading up to Christmas as they gift clothes, toys and the latest technology to friends and family.

Not only does November signal the beginning of the Christmas shopping season but for those who love a bargain, the last week of November brings with it Black Friday.

For many retailers, they had built up their plans and hopes that November and December would boost the recent recovery that retail has seen but this new challenge will force many to have to rethink plans.

A much stronger reliance is going to be put onto your online operations, pushing it to its limits. We had been expecting that Black Friday was going to create have a huge increase in online demand but with the newest restrictions, there is no overflow into stores themselves.

 

So Now What?

For those of you who have an online store, you are going to need to make sure it is going to stand up to the renewed increase in traffic. Making sure your hosting is up to scratch at that you’re going to be able to scale to demand is vital.

If you’re on a cloud hosting service like Magento Cloud or SAP Commerce Cloud this, for the most part, is going to be taken care of. For those still using On-Premise, you may want to start planning a migration. It may not give you a direct benefit as you may not be able to implement it in time, but it’ll prepare you for the next unplanned situation we might find ourselves in.

Another thing you may have seen in the guidance that might be an opportunity is this little line “Non-essential retail can remain open for delivery to customers and click-and-collect.”

Both of these things are very real options that will allow you and your business to remain active locally, outside of just offering your standard delivery options. Forming a partnership with or offering a restricted delivery service to your local area will help keep you front of mind with your customers.

Click and collect has become an ever more popular option when people are shopping and being able to offer it, even for a few select products could help you stay competitive with the bigger businesses. Depending on the platform you are using for your website, the possibility of a plugin that can unlock these features may exist and a business like us at Eclipse could help you implement it and get it going in a short time.

Beyond just implementing features and adding new services there is going to be a need to look at your offers. Free delivery, discounts and gifts with purchase can all help you stand out in the crowd.

 

Experience is What People Want

Another lever that is available for you is the experience your customers are having on your website. Making it as easy to shop as possible is important. Having a range of payment options and optimising the checkout experience can have a huge effect on your conversion rate.

Our team of experts in our experience team work with businesses every day to help them continually optimise their offering. There is almost no end to the list of things that can be done to make an online store more shoppable and better at converting. Little changes to layout and colour, product order and recommendations are all tangible things that can be implemented in a short time and could result in an uplift for your business.

 

So, Is It Really A Nightmare?

There is little doubt that this lockdown is going to have an effect on retail through to Christmas and that the damage it will cause will be noticeable but for those businesses eager to try and keep things going, not all needs to be lost.

Sure, it is going to be difficult but getting a store running, optimising an existing store or adding more services to take advantage of the limits of the restrictions are all options that exist. You just need to be willing to take them.

 

We’re Here to Help However We Can

We’ve been building digital experiences for a long time and we pride ourselves on making them beautifully simple. We unlock your trading potential, creating and supporting beautifully simple sites that are functionally rich and continually perform way above expectations.

Our clients enjoy seamless access to the best analysts, experts and technical resources in the sector. We’re proud of what we do and we’re incredibly good at it (and it’s not just us saying that).

Our Experience team works with clients every day to test their sites and work to create a better conversion rate for them.

We’ve got specialist teams that advise and then action Design, UX & UI for your digital storefront. We’ve also got geniuses to work with you on how to drive brand engagement, solicit positive sentiment, strengthen your content marketing, SEO & PPC.

And when it comes to Augmented Reality, Our Augmented Reality E-commerce Solution, Ares, changes the game and is all about enhancing the online shopping experience for the end-user. It is about lifting product images from standard 2D into something experiential and visually impactful, that truly brings product shopping online to life.

Ares is dedicated to leveraging the power of AR and 3D for so much more than entertainment – it exists as your next step for achieving peak eCommerce performance.

And the reason it is changing the game is that it works straight from the web browser or mobile device, no apps or downloads required. It can be plugged into any website or e-commerce platform and Ares works on the latest Android and iOS devices.

Ares is a full end-to-end AR service for retailers. You don’t need to be an AR expert to get the best out of Ares.

Reach out to us and we can discuss how we can help you in these trying times, let us help you maximise the opportunity, support you and help make sure that your business lives long into the future. No matter your size or specific industry vertical, our mission is to see you succeed.


What is User Testing and Why Do You Need it

Anyone who creates a product or designs a website, whether that be for information purposes or as an eCommerce experience, wants it to be the absolute best it can be. That’s why we put it into the world. No one sets out to create the worst possible experience for their end-users but how do we know it is the best possible experience?

Sure, we can look at it as individual developers or designers and maybe bring in the wider design and development teams but this verges on self-gratification and doesn’t really give you much beyond the fact that you all think you did a great job.

This might sound obvious but surely engaging with the people that are either using or you want to use the product or service you’ve developed is the answer to finding out if it is any good? Well, you’ll be surprised just how many businesses choose not to do this and it is blinding their future development and improvements.

This idea of talking to the end-user isn’t new. Market research and focus groups have been the grounding to some of the biggest advertising campaigns and certainly changed the destiny of several feature films released over the years. What is new is the technology that is being used to achieve this information and the personalisation of that testing to achieve much more detailed data.

 

What We’re Talking About is User Testing.

User testing is when you analyse and measure the experience of a user that is engaging with your product or website either as a whole, or just a portion of it.

In its most simplified explanation, it’s testing and quantifying how someone uses your product, service or website. This in most cases is different from what you think they should be doing with your product or website.

User testing records and observes a set of user’s performing tasks with your product or website to find errors, frustration points and potential areas for improvement to your future product or website development. It can also involve asking a user how the quality of the experience was for them.

Often done with users in location, user testing can also be done remotely which is especially handy when you consider the current various states of lockdown, we find ourselves in. This should not be seen as a blocker to taking to your users.

 

Why User Testing

Outside of getting the valuable information you need from the end-user, several other benefits come along with user testing. At the root, user testing can help save you money, save you time and increase user satisfaction for your business, product or website.

 

Time-Saving

It may seem like an odd suggestion to think that adding another process to your development or design journey is going to save you time, but when you look at the long term the time saving is abundantly clear.

User testing saves you from making mistakes now, rather than later. The longer you stay in isolated product development and planning with your product or website, the longer it will take you to fix issues and functionality down the line. This is especially true in applications and web design, the more complexity and features you add into a product or website, the harder it gets to fix newly discovered problems. And so, it kind of goes without saying but the harder it gets, the more time it takes to unpick and fix them.

 

Money-Saving

Much like the idea of saving time, the suggestion that engaging in user testing which has a cost to it can save you money might sound ludicrous. It isn’t.

If we look back at the long-term benefits, it is clear to see that identifying potential issues early allows them to dealt with before they come intertwined into other developments or feature enhancements.

Rewriting code or redesigning layouts are far from free. Every backtrack or re-work takes hours out of moving forward and those hours have a cost attached to them and they can be substantial especially when you are starting all over again. Finding a problem before a product is completed is almost always cheaper than fixing it later.

And even though you will need to spend a little to undertake the user testing, doing it with a team of experts who can get you the best possible results the first time is another way to ensure that the process is saving you money, making it as cost-effective as possible. Remove the need to try and try again through a period of self-learning and gather valuable insights fast.

 

Increased User Satisfaction

This is a more obviously understandable benefit. Taking feedback and working it into the development and usability of your product or website is going to ensure that when others engage, they won’t be faced with the same issues those in user testing experienced.

Products or websites that focus on user experiences have been proven to increase customer satisfaction. It shows that you care deeply about the experience your users have with your product or website and improving customer satisfaction with enhanced user experience will likely have an impact on sales and your bottom line.

 

User Testing Works

If you need more of a reason to undertake user testing, you only have to look at the results. Usertesting.com has many case studies that highlight the direct benefits of taking this process on.

Zillow increased engagement and conversions by over 8%, Evernote increased user retention by 15% and Walmart Canada increased onsite revenue by 13% as a result of tailoring experiences.

And at Eclipse we’ve been performing user testing for many years and have worked with some of the most well-known brand names in the UK and across the world. Some of our existing clients have found it so beneficial that it is now just included as part of their regular process.

 

How Can Eclipse Help

Hopefully, you can now see the benefits that user testing will bring to your business, product or website and you’re wondering what you need to do to get it going.

The good news is that we’ve developed some ready-to-go packages for remote user testing that we can roll out for you in no time at all. All you need to do is take a look at what is on offer, explore even more of the benefits that can be achieved with user testing and then reach out to our Experience team so that we can make arrangements to gather those valuable insights for you.


Understanding the Buyers Journey and Why It Is Important

We’re all individuals. We have our own wants and likes, dislikes and fears but as much as that is the case there is no denying that we’re creatures of habit. There are plenty of cases where we as people all take the same winding road to a single endpoint.

One of those is what is referred to as the Buying or Buyers Journey. It’s a set of milestones we pass on the way to making a purchase and then the steps we take after the purchase is made. If you understand this process, it allows you to tailor the experience and the information you put out to help people through the journey. It is a powerful piece of information that allows you to talk to your customers in the right way, at the right time, making yourself incredibly useful to them.

The buyer's journey is so important that Google made adjustments to the way their search was delivered to people and became intent focused. They understand from your previous search history and your activity on the internet where you might be when you’re looking to make a purchase and provide you with information that is best suited to that phase.

From a high level, they defined habits into 3 moments. I want to do; I want to buy, and I want to go. They deliver information to the searcher in a way that will best suit their question and they have created specific elements in the search results page that will do this without sending them on a trip into a wormhole.

But before we get too carried away, it is probably best to get to grips with what the buyer's journey is. We see it as 7 steps.

 

  • Unaware: Your target audience has not encountered the problem (or desire).
  • Awareness: Also known as the problem identification stage, your buyer would have identified the issue that they are seeking to solve.
  • Consideration: Your buyer would do general research (usually online) and consider different options out there.
  • Evaluation: Your buyer is carefully selecting a potential purchase, evaluating it based on quality, value, brand reputation, and other variables.
  • Purchase: Congratulations may be in order. You’ve managed to persuade your prospect to make a purchase, but sometimes it isn’t a given.
  • Post-Purchase: Also known as the consumption phase, your customer’s experience may determine longevity and satisfaction.
  • Retention & Advocacy: If you’ve managed to delight and excite your customer, they may come back and become your online advocate.

 

If we look back at what Google has been doing and map it to the journey, it fits squarely in the awareness, consideration and evaluation phases but for them to do that, you need to be giving them the information to put in front of people.

This information can take a bunch of forms, the most important thing is that it exists. That is however just a tiny bit of what you should be doing to make sure that you’re able to engage with potential customers going through the buyer's journey.

We’ve got a few tips for each of the stages to get you forming ideas and solutions but as always we’re here to help and you can reach out to us at any time and our teams of experts can work with you to maximise the opportunity at every stage.

 

Unaware: Your target audience has not encountered the problem (or desire).

This is an incredibly hard stage to have a deliberate effect on but by having a solid social media presence and a great content strategy there is a possibility that people will stumble across the information and as a result you move them into the next phase, very, very quickly. It is also what drives people to head toward impulse purchasing. They had no idea they wanted what you’ve just put in front of them, but it was so convincing that they’re ready for you to just take their money.

If you compare this to the Adoption Life Cycle, you’re looking at the innovators and possibly the early adopters here.

The Adoption Cycle | Design for "Crossing the Chasm" | Prototypr.io

 

Awareness: Also known as the problem identification stage, your buyer would have identified the issue that they are seeking to solve.

Here, some customers will find your brand as part of their intentional research when they are looking for a solution to their problem. Some will hear about you from your existing customers and word of mouth. Some traffic will be a result of your marketing efforts be that on social or via a search engine. They could also come from the stage above, stopping here for just a second on their way to making the purchase.

If people are coming into this stage fresh, it’s important to avoid selling. You need to focus on educating customers, sharing your knowledge, and building brand awareness. Your goal should be to get people’s attention, and then make them interested in what you have to offer. Even if they don’t have the intention to buy just yet, they’ll convert in the future if your content and webs experience is convincing and trustworthy enough.

 

Consideration: Your buyer would do general research (usually online) and consider different options out there.

The consideration stage is the moment customers see you as an option. Your products are a potential solution to their problems, while they're also considering other options. To lift your chances of entering the evaluation phase you can drive people to comparisons you've made to your competitors, making it clearly transparent why you might be the better option. This is an opportunity to keep yourself in the running.

 

Evaluation: Your buyer is carefully selecting a potential purchase, evaluating it based on quality, value, brand reputation, and other variables.

It’s important to understand that at this point your competitors… are your biggest competition. Your products or solutions on offer have already gained your potential customers’ attention, yet you may still lose the race. It’s the win-or-lose moment.

Your goal here is to convince those potential customers that you’re the absolute best solution for them. Make sure you stand out from your competitors. Not only with price or quality, but also with your values, approach, and, obviously, the experience you provide.

 

Purchase: Congratulations may be in order. You’ve managed to persuade your prospect to make a purchase, but sometimes it isn’t a given.

The purchase stage is your moment of truth. It’ll prove how well you prepared your website and customer service for ever-rising customer needs.

Offer superb customer experience no matter how big the order is. Some customers will start smaller just to test your store. Make sure they come back for more.

It’s time for your support team to show off their skills. It’s a test for your UX designer and web developers. It’s also the moment you grow as a business and build lasting connections with your customers.

If these experiences aren’t up to scratch, you could lose the person right at the very end of the process. We’ve all been there, right at the checkout and for some reason, the payment won’t go through, the address search is broken, or the overall experience is just terrible and keeps breaking.

You’ll end up sending them back up the funnel and kissing them goodbye for good. It doesn’t matter how well suited your product was to their problem. If it is difficult, you turn them off.

 

Post-Purchase: Also known as the consumption phase, your customer’s experience may determine longevity and satisfaction.

Just as important as making it easy for the purchase to happen, you’ve got to make sure the post-purchase experience is ace.

Shipping updates, return policies, contact details, warranty information, support and guidance, onboarding…the list is endless when it comes to this stuff but the thing to remember is that just getting the sale and then saying ciao is not an option.

The irreparable damage that can be done by taking your eye off the ball with this stuff is huge and at Eclipse, we’re not advocates of mastering the mystics art of tempting fate.

 

Retention & Advocacy: If you’ve managed to delight and excite your customer, they may come back and become your online advocate.

Acquiring a new customer can cost five times more than retaining an existing customer. Increasing customer retention by 5% can increase profits from 25-95%. The success rate of selling to a customer you already have is 60-70%, while the success rate of selling to a new customer is 5-20%.

Do what you can to keep your customers happy and they’ll keep coming back, keep doing it and they’ll tell others. Remember the unaware phase and the mention of word of mouth, this is where it came from.

 

We’ve got more to come

This break down of the buyer's journey should give you some things to think about and get you looking at what you have on offer a little differently. It should be something that you keep front of mind when you’re looking to create content or are making design changes or updates to your website.

We’re going to continue looking at the buyer's journey in more detail, stage by stage in the coming weeks, offering up more insight and tips on how to get the most out of each of them, but in the meantime, you can always reach out to us with any questions you might have and we’ll be happy to answer them and help you work to enhance your offering for each of the stages.


Eclipse Partners with Adyen as SAP Commerce Implementation Specialists

It brings us incredible pleasure to announce that Eclipse and Adyen have formed a new partnership to enable more businesses to take advantage of the amazing benefits that come along with using Adyen as your payment solutions provider.

 

Founded in 2006, Adyen was built with the aim of helping businesses to grow. The existing payments technology consisted of a patchwork of systems built on outdated infrastructure and the co-founders set out to build a platform capable of meeting the rapidly evolving needs of today's fast-growing global businesses.

 

Today Adyen is the payments platform of choice for many of the world’s leading companies, providing a modern end-to-end infrastructure connecting directly to Visa, Mastercard, and consumers' globally preferred payment methods. Adyen delivers frictionless payments across online, mobile, and in-store channels. With offices across the world, Adyen serves customers including Facebook, Uber, Spotify, Casper, Bonobos and L'Oréal.

Adyen’s focus is on building a modern infrastructure directly connected to card networks and local payment methods across the world, allowing for unified commerce and providing shopper data insights to merchants. The Adyen platform enables merchants to accept payments in a single system, enabling revenue growth online, on mobile devices and at the point of sale.

Eclipse has been an SAP VAR (value added reseller) since 2019 and in that time, we’ve worked with many well-known and well-respected brands in the UK, developing their eCommerce offering on the SAP Hybris and now SAP Commerce Cloud platform.

Experts in the building and implementation of the SAP Commerce platform, Eclipse unlocks trading potential and turn ambition to reality. Across our UK and Polish offices, we employ certified specialists in operations, project management, analysis, development, user experience, conversion rate optimisation, design, testing and scrum technologies; to mention just the tip of the iceberg.

For our most recent implementation of Adyen into SAP Commerce we worked with an influential fashion retailer to replace their previous payments provider to allow them better integrations with their systems and the launch of their marketplace. The payment requirements that a marketplace has for any retailer are not met by all those who offer payment solutions.

This has proved highly successful and they’ve been able to offer their customers a much wider choice of ways to pay, making the shopping experience better than ever before.

We’re geared up and ready to work with all businesses looking to expand into new markets with local acquiring and payment methods and who want to optimise each transaction, increase conversions, and drive revenue. Our expertise compliment those of Adyen with our experience team devoted to improving your customers shopping experience through creating better designed interactions, finding opportunities for better conversion and enhancing the overall experience with the use of augmented reality.

We’re here to work with you to get the best out of your eCommerce and with the help of Adyen, we can take your entire experience to the next level, delighting your customers at each step of the shopping journey. Reach out to us and we can get the conversation started.


We Need Your Votes!

Our incredible Magento team need your votes. They’ve entered two topics into this year’s Meet Magento Poland, and the topics that receive the highest number of votes, will get the opportunity to present. This year’s event is taking place online, as you might expect, on the 27th of October.

Meet Magento is an international conference organised in over 40 countries. In Poland, it has been held since 2012 as Meet Magento Poland. It gathers Magento specialists and enthusiasts in some of the country’s most prestigious locations.

It’s the biggest event of this type in Poland and Middle-Eastern Europe. At Meet Magento, business meets technology and innovations interlace with past implementations. It’s a space for an exchange of experiences and for expanding your contact list.

 

And This Year They’re Doing Things A Little Different

2020 is the year of turning everything on its head and they’re doing exactly that to the conference - for the very first time, the event will be accessible to anyone.

And this year, the tickets are free of charge but at the same time, you also have an option to pay any amount of money you'd like, and all proceeds will go to a charitable cause. We will reveal the cause we’ve picked soon!

The ticket gives you access to the conference, networking, all the discussion panels and conference recordings.

 

Our Topics To Vote On

As mentioned before, we’ve entered two topics and you’re able to vote for both at the same time!

You’ll just need to create a quick account to drop in your votes and then you’re free to click that little thumbs up button and send your votes our way. Just below we’ve outlined our topics, so you know which ones to vote for.

 

Topic 1.

GOING INTO MAGENTO PROJECT - FULL COMPOSER

Forget about app/code! Go "full composer"!
Why would you want to use only composer repository as a source of own code in Magento 2 Project?

  • How does it change the release process?
  • How does it change dev-team thinking?
  • What are the pitfalls of such an approach?
  • What is great about using meta-package?
  • How does it work with 3rd party extensions?
    Hear about our case study and do ask questions.

 

Topic 2.

AUGMENTED REALITY IN E-COMMERCE: AN OPPORTUNITY TOO GOOD TO BE MISSED.

In the world of eCommerce, consumer demand for a better online experience and an evolving market has led businesses to look for a new way to offer a unique shopping experience. Augmented reality (AR) is that way. It’s a game-changer for both you and your customers and you don't want to miss out.

  1. COVID-19 has driven demand for AR in E-Commerce
  2. Bridging Online and In-Store
  3. Benefits of AR in eCommerce
  4. Using AR in eCommerce
  5. Why web AR is the future
  6. Using AR to lift your UX
  7. Summary

 

Handily, they’re right underneath each other in the list, so it’ll be easy to vote for both at the same time.

Click the image to leave your votes and whilst you’re there, why not share it on your social for us too. And now that you’re signed up, you can get your tickets for the event.

Thanks for taking the time to head over and for giving us your vote.


Emerging E-Commerce Growth Trends You Should Be Taking Advantage of.

At Eclipse we live and breathe digital commerce. It’s what gets us up in the morning and keeps us going, and as such, we keep up with the latest and greatest in the industry.

We have done some research and pulled together what we see as the emerging trends for the rest of 2020 and into 2021 that’ll help lead your business into growth.

Across the world, peoples buying habits are shifting and the continued variations on lockdown have even hit the boomers by forcing them to shop online – some for the very first time. This may not seem like a big deal to most, but it is a daunting task and the fears and potential risks seem insurmountable.

If you’ve had a chance to see any of the news around digital commerce, you’ll have seen that COVID has accelerated the e-commerce industry’s growth, putting it way ahead of any previous projections and forecasts to date. More and more businesses are starting to take advantage of this by joining the e-commerce business revolution than ever before. Companies that previously embraced the e-commerce trend have already experienced expansion, in the midst of ‘traditional’ retail shrinking.

By the end of 2020, global e-commerce sales are expected to reach £3.3 trillion, as reported by the e-commerce big player Shopify. However, creating a website and selling your products isn’t that easy. The money doesn’t always just start flowing in once you hit publish on that new site. The competition is getting steeper and online shopping behaviours and customer expectations are changing continuously and rapidly.

The changing market calls for keeping up with emerging trends to cut through the noise, get noticed, and attract and retain customers. This is where our research comes in. Read on to see what we think you should be looking into taking advantage of.

 

Product Visuals That Go Beyond Just A Picture

We can all absolutely relate to this – you find a product, you think it’s going to be exactly what you want and you’ve started to justify the purchase in your head but you’re not totally sure if what you’re seeing on the site, is what you will actually get when you make the purchase. So long story short, you hesitate from hitting the purchase button and the shop loses a chance to get a new customer.

As it stands today, simply having online reviews in isolation are not enough to convince a customer to buy your product. Today’s consumers need to trust your company, product and experience before stepping in and starting to purchase. High-resolution images matter hugely in the digital world but even those as static images are no longer enough, either. Customers are demanding more, and that more is 360-degree and AR experiences that let potential buyers view all angles of the product, bring them into their own space and experience what it is like to have it in their houses.

Our AR solution, Ares, allows you to offer exactly that to your existing and potential new customers. It brings 360-degree and full AR experiences to them, right in the browser which removes the need to have to download an app to use it. Keeping people on-site and offering them something that your competitors don’t is only a good thing, especially when that thing is super experiential and proven to drive engagement with customers.

 

Hyper Personalised Commerce

The most successful e-commerce companies are already leveraging personalisation technology to give their customers a customised experience.

These customised experiences are achieved by dynamically showing content, product recommendations, and specific offers based on browsing behaviour, previous actions, prior purchase history, customer demographics, and other enriched personal data.

E-commerce doesn’t include a retail salesperson to recommend products based on interest, preferences, or taste. Human touchpoints provide many opportunities to beat out the competition and some brands have built their entire experience based on this principle. This is what hyper-personalisation on eCommerce does – mimicking what a customer's in-store experience would be, through a unique online customer journey.

Data is what makes this operation work. Social media platforms and search engine tracking tools let you extract tons of personal data about your visitors and buyers, such as search queries, page visits, purchase history, and more. However, limitations are beginning to be placed on access to this data and there is a need to shift to independent data collection from those using your website already. Making it easy for customers to log into your site when visiting it allows you to gather data that will support your ability to personalise future shopping ‘trips’.

“Personalization is the missing ingredient to a successful online shopping experience and will be key to 2020 and the future of e-commerce,” says Juha Valvanne, Founder of Nosto.

To truly get this right, the help of experts is for the most part required to make sure that things are set up in the right way. That will allow you to fully maximise every opportunity that may be possible. Our Experience team do exactly that, and the research is telling us it is a smart investment.

Research has found that customers spend 48% more when their shopping experience is personalized. And, 57% of online shoppers are comfortable with sharing their personal information with a brand if it benefits their shopping experience.

When this is all done right, a customer will feel like you’re reading their mind. This emotional response generates a sense of loyalty, but you need to remember to not do too much too soon as it could feel like a breach of privacy. We’ve all thought our phones are listening to our conversations and felt like our personal lives have been somewhat invaded, this is not what you’re trying to achieve. It’s a fine line and our Experience team are experts at walking it.

 

Make it easier for customers to check out and pay

It’s one thing to build an incredible shopping journey with AR and 360-degree products, personalised recommendations and seamless transitions whilst browsing but it needs to be carried through to the cart and the checkout experience.

Customers want to get in, have an amazing experience and checkout. It needs to be easy and seamless and so many businesses fall down at this point. Ask too many questions, make it too hard to check out and don’t offer enough ways to pay.

For example, when shopping from an overseas business your customer may expect to be able to buy using their preferred local payment provider or in their local currency.

Additionally, customers are used to the ease of shopping on big online retailers like Amazon and ASOS. They save their customers’ billing and shipping information to make for a fast and easy checkout experience without a lot of data entry. Ecommerce websites are increasingly using payment options like Apple Pay, Paypal, and other financing options that enable a frictionless checkout.

Updating your payment provider with a company like Adyen makes doing this incredibly easy.  Being able to take payments from Apple Pay and Google Pay will help with those mobile shoppers and having repayment options like Klarna allow people the option to spread payments.

These are all things that help with conversion, could help increase the average cart value and keep customers coming back. To find out more about making this change, Eclipse can help too. We’re an authorised partner of Adyen and can help you make that checkout experience your customers want a reality.

 

Create Re-occurring Revenue Opportunities with Subscriptions

We’ve highlighted this before in an article we wrote recently. Recent research has shown that UK consumers now have on average seven subscriptions per household, spending around £46 a month or £552 a year.

During lockdown retail subscriptions jumped 50% with food boxes, wine and grooming leading the way.

In research conducted by Barclaycard, it was found that 8 in 10, that’s 82%, of retailers believe the popularity of subscription services increased during the lockdown as shoppers saw it as a way to take advantage of a safe and convenient way to receive everything from essential items such as groceries all the way through to entertainment.

By getting customers to sign up to a subscription service you’re allowing your product to become part of their routine. It becomes an expected part of the way they live their lives and for the most part, they stop looking at special offers or being distracted by competition for those products. As long as your product continues to shine through speedy delivery and always awesome quality, you’ve got a pretty good bet that you’re going to have a customer for life.

And if you needed more reason to consider it as a new business opportunity the research went on to find that 75% of retailers believe subscription services offer a more reliable and predictable source of income than a one-time charge model. Around 9 in 10 or 87% think subscription services allow their business to keep up with competitors or other brands that launch similar products and 82% also said that subscription services allow them to build customer relationships through increased contact.

These are some of the biggest emerging trends that we’ve spotted, and we’ll always continue our research and bring you the latest emerging trends as we find them. And if you would like to talk to us about anything you’ve read in this article, we’re here to chat it through and offer advice and as much help as we can.


Three Things You Can Start Doing to Improve Conversion

So, you’ve got a website and people are visiting it, job done? The answer is a big no. Getting people to your website is one half of a task, getting them to do something once they’re there is the other.

Whether you’re selling a product, generating enquires or getting people to sign up for a newsletter, these actions are what are referred to as conversions and they’re a key component of your overall business strategy which will make or break your success.

The big question now is how do you get more people taking those actions which will result in your conversion rate increasing?

But before we get too far ahead, let’s all just get on the same page about what we’re talking about.

 

What Is A Conversion Rate?

A conversion rate is calculated by using the total number of visitors to your website against those who completed a specific goal, like those mentioned previously. Things that be described as a goal form an almost endless list; it really depends on the nature of the business you’re in.

 

How Is Your Conversion Rate Calculated?

The most common formula is one where you divide the total number of goals completed in a day, week, month or time frame you decide by the total number of visits to your website and then multiply it by 100%. So, if you have 100 visits to your page and three complete a goal, you have a 3% conversion rate.

There is a bit of a debate about whether unique visitors or total visits is the number you should be using against the number of goal completions for this formula, but the most important thing is to pick one and stick to it. Our suggestion is to use visits because:

1) Visits are more accurate than Unique Visitors.
2) Every Visit represents an opportunity to persuade or convert a visitor to a customer.
3) Measuring visits is based on fairly established industry standards

 

3 Ways To Improve Your Conversion Rate

There is a high probability that you’re paying to send visitors to your site through social ads, search ads or with a search engine optimisation company. A higher conversion rate means a better return on your investment. But beyond that, improving your conversion rate allows you to provide a better customer experience to visitors who are hoping to gain value from your site through a product, service or information.

Outside of this standard paid activity and optimisation that drives people to your site there are things that you can do, potentially with the help of industry experts, that can drive that conversion rate up.

 

  1. Run A/B Tests

We previously covered this topic in our article, What is A/B testing and why do you need it? But in brief A/B or split testing is a technique of identifying elements within a website or on a landing page that have the greatest potential to increase your conversion rate, whether it’s for performance, usability, accessibility or numerous other issues.

As an example, if you have two different offers for your product or service or maybe two different kinds of promotion and can’t decide which to use, you can perform an A/B or multivariate test to see which one gets a better response. The decision between A/B or multivariate testing will depend on the amount of traffic coming to your site in order to achieve statistical significance. For example, a low traffic site will take a lot longer to achieve statistical significance than a high traffic site due to the slower collection of data. You create or have created two versions of your page (design A and design B and sometimes, design C) with different designs, calls to action or message. The important thing to remember here is that you don’t test too many things at once. This is especially important if the differences are subtle, to enable you to identify which change actually made the difference.

Then by using tools specifically created to optimise testing, they will send a portion of your traffic to page A and others to page B and C, if you're using three. You can then forecast future projected performance based on the data you’ve collected. The page with better performance is the one to consider making live to increase your conversion rate.

You can continue to optimise the winning page to see if it is possible to further drive an increase in conversion rate.

 

  1. Eliminate Anything Resembling A Distraction

Website visitors are ultimately just people and we are often easily distracted. You can’t afford to have unnecessary images or content on your website slowing down the speed of your page or delaying your customers' understanding of what you have to offer. You want to slim down and remove any elements that are not crucial to emphasising what you’re offering so that you’re more able to get visitors to accept or engage.

A few things you can start with are:

  • Minimise links on your menu so your most important call to action stands out. If you’re using a campaign landing page, remove the menu altogether.
  • Always remember your primary objective – there is a reason ‘primary’ is used in the term. It’s fine to have multiple objectives, but they should all have a priority order to avoid compromising your primary.
  • Avoid any suggestions that your website visitors check out your latest social media posts or head somewhere else to check out more information. The very last thing you want to do is send them off-page and down a rabbit hole, never to return.

 

  1. Highlight Social Proof and Do A Little Showing Off

Social proof might be a term you’ve not heard of before, but it is essentially a digital translation of word of mouth or advocacy.

The undeniable truth is that people buy from people. Potential customers are more likely to make a purchase, enquire or sign up if you've been recommended by a mutual contact, a previous customer, or a trusted third party, or if they've been exposed to your social media content and built up some brand trust based on what you share.

This is why the business of influencers has become such a big market. Brands look for public figures that appeal to their target market and brand ideals and use them to promote their products to their fan base.

Examples of social proof include:

  • Reviews and customer testimonials: These are shared in the hope they will provide a reassuringly direct answer to a visitors’ most important question: “Will I be satisfied with this purchase/information/service?” These can take the form of written statements or as highly effective videos.
  • Case Studies: Often confused with a review or testimonial, these are actually a very different beast and really come into play when you’re offering a service. They allow you to talk specifics and to achieved results, with the added support of advocacy from the client or customer the work was done with. They can in most cases do far more convincing than any description you can come up with about the service you offer. They can again take the form of written studies or videos.
  • Existing customer numbers or number of products sold: This is a very effective benchmark for potential customers. It shows how many people trust your products or services.
  • Endorsements: Coming from key personalities and thought leaders can be worth their weight in gold, but they are worth more if they’re not paid for. Society has become a little more sceptical as a result of fake news and paying someone to say something about your product and service that appears to conflict with previous statements or expressed beliefs will not do you any favours.
  • Accreditations: SSL secure site icons, industry accreditations from people like HubSpot, Google, Trip Advisor, Feefo or Trust Pilot all build credibility. These vary by industry and there will be some that you know about that are specific to the industry you work in. They’ll help for products and services where you require the submission of personal data. You want to communicate that visitors can trust you to manage their information with care.

Having social proof can make you and your company instantly more trustworthy because statements about how your product delivers a positive experience come from unbiased sources.

Conversion rate optimisation is an endless journey and these tips are just a starting point. You should be able to see an uptick in conversions but it’s all about finding out what works and continually working toward making improvements to maximise your results.

Our experience team here at Eclipse are experts in this field and if you’ve got a specific question, no need a little more information or need some help, we’re here for you.

Reach out and we can see what we can do together to get you converting more.


The Time for Staying on Magento 1 Has Expired

This last weekend the largest hack campaign to date on Magento 1 stores took place. Nearly 2000 stores were targeted in a Magecart attack: injected malicious code would intercept the payment information of unsuspected store customers. Stores inspected by Sansec were found running Magento version 1, which was announced End-Of-Life in June of this year.

The Sansec early breach detection system, which monitors the global eCommerce space for security threats, detected 1904 distinct Magento stores with a unique keylogger (skimmer) on the checkout page. On Friday, 10 stores got infected, then 1058 on Saturday, 603 on Sunday and 233 on Monday.

Sansec has been monitoring this type of activity since 2015 and they’ve described it as the largest they’ve ever seen. The previous record was 962 hacked stores in a single day which happened in July last year.

This weekend’s incident highlights an increased sophistication and profitability of web skimming. Sansec has found that criminals have been increasingly automating their hacking operations to run web skimming schemes on as many stores as possible.

They’ve estimated that tens of thousands of customers had their private information stolen over the weekend via one of the compromised stores.

 

Magento Exploit Sold

Whilst their investigation is still ongoing, it appears that many victimised stores have no prior history of security incidents. It suggests that a new attack method was used to gain server (write) access to all these stores.

They believe this campaign might be related to a recent Magento 1 0day (exploit) that was put up for sale a few weeks ago.

 

What They Found

User z3r0day announced on a hacking forum the sale of a Magento 1 “remote code execution” exploit method, including an instruction video, for $5000.

It was alleged that no prior Magento admin account is required. Seller z3r0day stressed that - because Magento 1 is End-Of-Life - no official patches will be provided by Adobe to fix this bug, which renders this exploit extra damaging to store owners using the legacy platform.

In what was described as a deal sweetener, z3r0day pledged to only sell 10 copies of the dangerous exploit. Translated from Russian.

According to live Sansec data, some 95,000 Magento 1 stores are still operating as of today.

 

What to do now?

Some things can be done to mitigate the risk like using a malware and vulnerability scanner or finding third-party patch support, but there is really only one answer – you need to move to a platform that is ‘living’ and continues to provide security support.

For Magento 1 users, the obvious step is to migrate to Magento 2 Commerce or Magento 2 Open Source. This allows you to continue to work with a platform that feels familiar but benefit from the enhanced features and continued platform support from Adobe.

 

Eclipse is here to help

The good news is that we’re here to help you get secure and protect yourself from potential exploitations like the one that happened over the weekend, through taking advantage of gaps created by being end of life.

We’ve tailored a Magento solution for everyone, no matter where your start point in the market. It’s just about us getting together, discussing the options that will work best for your business and then working to get you accelerated toward success.

We have a history of both developing from new and re-platforming businesses with Magento. By working with us, you’re getting access to this experience and expertise.

Reach out to us and let’s start talking about how we can get your site moved and more secure.