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Stuart O'Brien

Build your supplier network at the eCommerce Forum

As an industry professional you have a pending invitation to attend the eCommerce Forum, which will provide you with a rare full working day of industry networking, learning and connection building.

Will you be attending? Secure your free place here.

Your pass will be fully funded to attend as our guest, which includes:

  • A seat at our insightful seminar sessions, led by industry thought leaders
  • Your own personalised itinerary of 1-2-1 meetings with industry leading suppliers, who can help with your upcoming plans and projects
  • Complimentary lunch and refreshments provided throughout the day
  • Multiple networking opportunities with fellow industry professionals
  • Personalised attendance options to suit your schedule

Book online here >>> (booking takes only 5 minutes)

Watch our attendee experience video to find out more about what to expect at the event!

If you have any further questions please contact us here for more information.

If you specialise in Digital Signage we want to hear from you!

Each month on Digital Marketing Briefing we’re shining the spotlight on different parts of the print and marketing sectors – and in September we’ll be focussing on Digital Signage solutions. It’s all part of our ‘Recommended’ editorial feature, designed to help marketing industry professionals find the best products and services available today. So, if you specialise in Digital Signage and would like to be included as part of this exciting new shop window, we’d love to hear from you – for more info, contact Kerry Naumburger on k.naumburger@forumevents.co.uk. Here’s our features list in full:- Sept 2024 – Digital Signage Oct 2024 – Brochure Printing Nov 2024 – Creative & Design Dec 2024 – Online Strategy Jan 2025 – Content Management Feb 2025 – Lead Generation & Tracking Mar 2025 – Email Marketing April 2025 – Digital Printing May 2024 – Social Media June 2024 – Brand Monitoring July 2024 – Website Analytics Aug 2024 – Conversion Rate Optimisation 

CONVERSION RATE OPTIMISATION MONTH: Define your goals, select the best partners

Conversion Rate Optimisation (CRO) is a critical component of any successful digital marketing strategy. Selecting the right CRO partner is essential for maximizing ROI. Here are key considerations, based on delegate requirements at the Digital Marketing Solutions Summit and eCommerce Forum…

Defining Your CRO Goals

  • Identify Key Metrics: Clearly define the metrics you want to improve, such as conversion rate, average order value, or time on site.
  • Set Realistic Expectations: Understand the potential impact of CRO and set achievable goals.

Evaluating CRO Partners

  • Expertise and Experience: Look for partners with a proven track record in your industry and a deep understanding of CRO methodologies.
  • Toolset: Assess the range of tools and technologies the partner uses for testing, analysis, and optimization.
  • Data-Driven Approach: Ensure the partner emphasizes data-driven decision making and has a strong analytical capability.
  • Customer Focus: A partner with a strong focus on user experience and customer-centricity is essential.
  • Collaboration and Communication: Effective communication and collaboration are key to a successful partnership.

Key Considerations for CRO Success

  • Clear Testing Methodology: Ensure the partner has a robust testing methodology, including A/B testing,multivariate testing, and personalization.
  • Data Analysis and Insights: Look for partners who can provide actionable insights from data and recommend optimization strategies.
  • Integration with Existing Tools: The CRO partner should be able to integrate with your existing marketing technology stack.
  • Ongoing Optimization: A successful CRO partnership involves continuous testing and improvement.
  • Return on Investment (ROI): Clearly define ROI expectations and track the impact of CRO initiatives.

Building a Strong Partnership

  • Open Communication: Maintain open and honest communication with the CRO partner throughout the project.
  • Shared Goals: Ensure the partner understands your business objectives and aligns their efforts accordingly.
  • Regular Reviews: Conduct regular reviews to assess the performance of CRO initiatives and make necessary adjustments.
  • Data Sharing: Grant access to relevant data to enable the partner to conduct in-depth analysis.

By carefully selecting a CRO partner and following these guidelines, digital marketing professionals can significantly improve website performance and drive business growth.

Are you searching for Conversation Rate Optimisation solutions for your organisation? The eCommerce Forum can help!

Photo by Stephen Phillips – Hostreviews.co.uk on Unsplash

Benefits of free trials espoused in retail study

New data shows 30-day free trials are the most effective method of paid customer conversions – almost four times (273%) more likely to convert a customer than 14-day free trials. Findings also show free trials are 28 times more effective than free products.

However, despite its effectiveness, and at no cost to the business, nearly 3 in 4 ecommerce sellers didn’t use the approach in 2023.

Whop conducted the ‘Optimal Free Trial Length for Digital Products’ study to understand how digital retailers can increase customer acquisition and conversion rate by analysing free trials of 3 days, 7 days, 14 days, and 30 days.

Of the four free trial periods, the 30-day free trials had the highest customer acquisition (32%) and conversion rate (56%). The second highest conversion rate was the 3-day free trial at 35%, however, this approach only had 2% total signups.

The findings also demonstrate that 30-day trials experience more successful signup rates, 16 times more than a 3-day trial and 1.5 times more than 7-day free trials.

While it is tempting to speed up conversion rates by using shorter free trials, the data shows 30-day free trials are the best for engaging and converting customers. This is because customers have more time to see how a product can create value for them. The longer customers use the product, the more they rely on it, and the more likely they will convert into paying customers.

Cameron Zoub, CGO and co-founder of Whop, said: “As it becomes increasingly challenging to get heard as a product or service in a crowded online space, one of the most powerful methods we’ve identified is offering 30-day free trials. By providing potential customers with an extended period to explore and integrate a product, businesses and digital creators can significantly boost engagement and conversion rates. This approach allows users to fully understand the value a product brings to their lives.

“As a platform which gives creators the ability to connect to a global audience, our mission is to empower digital product sellers with the insights and tools they need to succeed. By adopting proven lead generation techniques like extended free trials, creators can drive substantial growth and build lasting relationships with their audience.”

Photo by William White on Unsplash

John Lewis offers brand partners new online campaign management tools

John Lewis has announced a suite of new retail media capabilities, which it says will help brands connect with customers shopping on its website, enabling them to create and manage their own campaigns, including via banner ads and sponsored product listings.

It also offers users a clear dashboard showing exactly how their campaigns are performing, how customers are engaging, and how many sales are coming through.

Brands can maintain always-on campaigns, and quickly adapt to seasonal trends and sales peaks such as Back to School and Black Friday. In addition, thanks to real-time data and performance metrics, brands can measure the impact of their initiatives right down to the individual product level and search terms.

The options have been delivered in partnership with Epsilon, the global advertising and marketing technology company which recently launched a similar offer for Waitrose.

As well as helping household names connect with millions of customers, the new options can also be particularly helpful for helping customers explore new brands that are relevant to their search and browse activity.

All ads are carefully reviewed by John Lewis’ in-house team to make sure they are suitable, beneficial and relevant for customers.

The investment underscores its dedication to improving the customer experience by better connecting individuals with the brands they care about, at the right time in their purchase journey.

Jemma Haley, Retail Media Business & Proposition Strategy at John Lewis, said: “While retailers have long been advertising on their own websites, we want to improve the experience, and make it even easier for customers to connect with the brands and products that meet their needs.

“As part of this, we’re providing brands with more targeted and relevant ways to connect with customers. Our shoppers are unique in terms of the ways they research, browse and buy, and we need to be ready to meet them in the moments they are ready to purchase or engage with a brand.”

Owen McAdam, Trade Marketing Manager, BSH UK & Ireland, commented, “John Lewis’ sponsored product ads performance is exceptional, driving both awareness and sales. Placing our Bosch and Siemens products in a prestigious setting like John Lewis helps to maintain a premium image and resonates with discerning consumers. The platform’s ease of use, campaign control, and transparency make it an invaluable tool for our marketing strategy.”

Epsilon’s Regional CEO Europe, Alban Villani, added: “John Lewis offers a unique and scaled audience across its online and in-store environments. People visit John Lewis in search of inspiration, to validate their research and to make purchases that often initiate a longer-term brand relationship. It’s a real opportunity for brands to evolve their strategies beyond performance goals to think about how they engage customers in ways that build awareness and loyalty.

“We look forward to supporting John Lewis further as they continue to test and learn across categories and build an even more impactful omni-channel media proposition for brands.”

CONVERSION RATE OPTIMISATION MONTH: What should be in every marketer’s toolkit?

Conversion Rate Optimisation (CRO) is a data-driven process of increasing the percentage of website visitors who complete a desired action. To achieve this, digital marketers rely on a variety of tools to analyse user behaviour, test different website elements, and ultimately enhance conversions. Here’s our overview of the essentials…

Essential CRO Tool Categories

  1. Analytics Tools:

    • Google Analytics: A cornerstone of digital analytics, providing insights into website traffic, user behaviour,and conversions.
    • Adobe Analytics: Offers advanced analytics features, including predictive analytics and machine learning.
    • Mixpanel: Focuses on product analytics, tracking user interactions and funnels.
  2. A/B Testing Tools:

    • Optimizely: A popular platform for A/B and multivariate testing with advanced targeting and personalisation features.
    • VWO: Offers a wide range of testing options, including split testing, multivariate testing, and personalisation.
    • Google Optimize: Integrated with Google Analytics, allowing for easy setup and analysis of A/B tests.
  3. Heatmapping and Session Recording Tools:

    • Hotjar: Provides heatmaps, session recordings, and user surveys to understand user behaviour.
    • Crazy Egg: Offers similar features to Hotjar, with a focus on visualising user interactions.
    • UserTesting: Enables user testing and feedback collection.
  4. User Feedback Tools:

    • SurveyMonkey: Create surveys to gather user feedback and insights.
    • UsabilityHub: Provides usability testing tools to evaluate website design and user experience.
  5. Personalisation Tools:

    • Dynamic Yield: Offers advanced personalisation capabilities based on user behaviour and preferences.
    • Monetate: Provides real-time personalisation based on user actions and attributes.

Choosing the Right Tools

The choice of CRO tools depends on various factors, including:

  • Business size and budget: Some tools offer free plans, while others require a significant investment.
  • Level of technical expertise: Some tools are more user-friendly than others.
  • Specific CRO goals: Different tools excel in different areas, such as A/B testing, personalisation, or user feedback.

It’s often beneficial to combine multiple tools to get a comprehensive view of user behaviour and optimise your website effectively. For example, you might use Google Analytics for overall website performance, Hotjar for heatmaps and user recordings, and Optimizely for A/B testing.

Integrating CRO Tools into Your Workflow

To maximise the impact of CRO tools, integrate them into your overall digital marketing strategy. Use the insights gained from these tools to inform website design, content creation, and paid advertising campaigns. Continuously test and iterate to improve conversion rates and drive business growth.

By effectively utilising CRO tools, digital marketers can gain a competitive edge and deliver exceptional user experiences that lead to increased conversions and revenue.

Are you searching for Conversation Rate Optimisation solutions for your organisation? The eCommerce Forum can help!

Tech influencers expect big things from SearchGPT

The recent unveiling of OpenAI’s SearchGPT for an artificial intelligence (AI)-driven search experience, featuring real-time information summarisation, interactive follow-up questions, and visual answers, has garnered widespread attention, sparking considerable discussion among influencers on social media platform ‘X’ in the fourth week of July.

Shreyasee Majumder, Social Media Analyst at GlobalData, said: “Influencers anticipate that SearchGPT may bring about a notable transformation in the search industry, positioning itself as a groundbreaking alternative to conventional search engines. Their enthusiasm is fueled by the belief that SearchGPT can significantly improve the user experience by consolidating diverse sources of information directly within the platform, potentially accelerating and streamlining the search process. They emphasize the benefits of a user-friendly interface and the potential for reduced costs per query compared to traditional search engines.

“The new offering reflects a strategic approach by OpenAI, ultimately positioning SearchGPT as a direct challenge to existing search giants and a catalyst for broader industry evolution, driving advancements in search technology and content presentation. But some influencers are expressing concerns that SearchGPT may struggle with the same issues that have plagued previous attempts to rival Google. They point to the failures of earlier innovations and highlight the persistent challenge of hallucinated AI as a major obstacle.”

Below are a few popular influencer opinions captured by GlobalData’s Social Media Analytics Platform:

  1. Jonathan Siddharth, CEO & Co-founder at Turing.com:

“Excited to try SearchGPT by @OpenAI! When I played with ChatGPT for the first time, it was clear information retrieval as we knew it was over. I’m surprised by how less I use traditional web search today, beyond browser auto-acomplete. I’m not sentimental but having worked on search, I feel a bit of nostalgia for inverted indices, keyword based search, machine learned ranking for query-document pairs with feature engineering and model selection/tuning. But, the future will be more fun.”

  1. Amit Goel, Early Stage Investor, 77 Capital:

“OpenAI’s new AI-powered search engine could give Google a run for its money. but why is no one talking about @perplexity_ai ? Here’s what you need to know first: #SearchGPT will summarize real-time information from various websites, including news sources, w/ cited links Users can ask follow-up Qs, mirroring the interactive experience of ChatGPT…..”

  1. Zoe Kleinman, Technology Editor at BBC:

“So, @OpenAI is officially testing the waters of search with SearchGPT. It will be available inside of ChatGPT, as a trial, and not launched as a standalone product. When you see it – well it does have a search engine type feel about it. It’s ChatGPT in real-time including links to sources which run in a column down the side.….”

  1. Bilawal Sidhu, Future of Creation & Computing at Metaversity LLC:

“Cool demo! Maybe SearchGPT can shake things up in the local search space? Helping you get stuff done in the real world Good data sources, clean widgets and super fast from the looks of it. Wonder how low they can bring down the cost per query vs google?”

  1. Andriy Burkov, Machine Learning Lead at TalentNeuron:

“Look at the “success” of Perplexity and you can imagine the future success of SearchGPT. All wannabe Google killers died miserably. Hallucinative AI (HalAI) is the worst attempt at killing Google I could remember.”

Photo by Solen Feyissa on Unsplash

CONVERSION RATE OPTIMISATION MONTH: What are the key considerations in 2024?

Conversion rate optimisation (CRO) is a cornerstone of successful digital marketing. For senior digital marketing professionals, understanding the challenges and benefits of CRO is essential for driving business growth…

The Benefits of Conversion Rate Optimisation

  • Increased Revenue: Even small improvements in conversion rates can lead to significant revenue growth.
  • Improved Customer Experience: CRO focuses on understanding and enhancing the customer journey, leading to greater satisfaction.
  • Data-Driven Decision Making: CRO relies on data and analytics, providing valuable insights into customer behaviour and preferences.
  • Enhanced Marketing ROI: By improving conversion rates, marketing budgets are utilised more efficiently,delivering a higher return on investment.

The Challenges of Conversion Rate Optimisation

  • Resource Allocation: CRO requires dedicated resources, including time, budget, and personnel.
  • Testing and Iteration: The optimisation process involves continuous testing and experimentation, which can be time-consuming.
  • Data Analysis: Extracting meaningful insights from website data requires analytical skills and tools.
  • Organisational Alignment: Gaining buy-in from different departments (e.g., design, development, marketing) is crucial for successful CRO initiatives.

Key Considerations for CRO Success

  • Customer-Centric Approach: Understand your target audience deeply and tailor your website and marketing messages to their needs and preferences.
  • A/B Testing: Implement rigorous A/B testing to compare different website variations and identify the most effective elements.
  • Mobile Optimisation: Ensure your website is optimised for mobile devices, as a significant portion of traffic comes from smartphones and tablets.
  • Clear and Compelling Calls to Action: Use strong and persuasive calls to action that guide users towards desired actions.
  • Page Speed Optimisation: A slow website can deter visitors. Prioritise page speed improvements to enhance user experience and conversions.
  • User Experience (UX) Design: Focus on creating a seamless and intuitive user journey, minimising friction points and distractions.
  • Data Analysis and Insights: Leverage analytics tools to track key metrics, identify trends, and inform optimisation efforts.
  • Continuous Improvement: CRO is an ongoing process. Regularly analyse performance and make data-driven adjustments to your website.

Overcoming CRO Challenges

  • Prioritise Quick Wins: Focus on low-hanging fruit to generate initial successes and build momentum.
  • Set Realistic Goals: Avoid unrealistic expectations and celebrate small wins along the way.
  • Involve Cross-Functional Teams: Collaborate with design, development, and marketing teams to optimise the entire customer journey.
  • Utilise CRO Tools: Leverage specialised CRO tools to streamline the testing and optimisation process.

By carefully considering these factors and adopting a data-driven approach, senior digital marketing professionals can successfully implement CRO initiatives and drive significant improvements in website performance and revenue.

Are you searching for Conversation Rate Optimisation solutions for your organisation? The eCommerce Forum can help!

Photo by Jakub Żerdzicki on Unsplash

Discover the secrets of successful retail marketing at the eCommerce Forum

London will play host to the next eCommerce Forum on February 4th 2025 at the Hilton London Canary Wharf – It could be the most productive day you spend out of the office next year, so register as a delegate now you want to join us!

Don’t delay! Register today.

You’ll have the opportunity to:-

• Meet with innovative suppliers for a series of face-to-face, pre-arranged meetings based on your own requirements.
• Network with like-minded peers.
• Attend a series of insightful seminar sessions.
• Enjoy complimentary lunch and refreshments.

Would you like to join us? Register today!

February 4th 2025 at the Hilton London Canary Wharf.

Don’t delay! Register here.

It could be the most productive day you spend out of the office next year, so act swiftly if you want to join us.

You’ll have the opportunity to:-

• Meet with innovative suppliers for a series of face-to-face, pre-arranged meetings based on your own requirements.
• Network with like-minded peers.
• Attend a series of insightful seminar sessions.
• Enjoy complimentary lunch and refreshments.

Would you like to join us? Register today!

ANALYTICS MONTH: Make the best data-driven solutions by choosing the best solutions

Data-driven decision making is paramount. For senior digital marketing professionals, selecting the right analytics solution provider is crucial for gaining valuable insights into audience behaviour, campaign performance, and overall business success. Here’s a guide to help you navigate the market and choose the ideal partner…

Define Your Analytics Needs

  • Identify Key Metrics: Determine the specific data points you need to track, such as website traffic, user behaviour, conversion rates, and customer acquisition costs.
  • Consider Integration: Evaluate the need for integration with existing marketing tools (e.g., CRM, email marketing platforms) for a holistic view of the customer journey.
  • Scalability: Consider your organisation’s growth plans and select a solution that can adapt to increasing data volumes and complexity.

Prioritise Data Accuracy and Reliability

  • Data Quality: Ensure the provider offers robust data collection and processing methods to guarantee data accuracy and reliability.
  • Data Governance: Understand the provider’s data security and privacy practices to protect sensitive customer information.
  • Data Validation: Look for solutions with built-in data validation and cleaning capabilities to minimize errors and inconsistencies.

Evaluate Features and Functionality

  • Advanced Analytics: Seek solutions that offer advanced features like predictive analytics, machine learning, and AI-powered insights for uncovering hidden patterns and trends.
  • Customisation Options: A flexible platform that can be tailored to your specific business needs and industry is essential.
  • User-Friendly Interface: Choose a solution with a user-friendly interface that allows both technical and non-technical users to access and understand data effectively.

Build Strong Partnerships

  • Vendor Reputation: Research the provider’s reputation, experience, and customer reviews to assess their reliability and expertise.
  • Implementation Support: Evaluate the vendor’s ability to provide seamless implementation, training, and ongoing support.
  • Data Ownership: Understand the terms of data ownership and access to ensure you retain control over your valuable insights.

Embrace the Future of Analytics

  • Artificial Intelligence (AI) and Machine Learning: Look for solutions that leverage AI to automate data analysis,identify trends, and generate actionable insights.
  • Customer Data Platform (CDP):: Consider integrating a CDP with your analytics solution for a unified view of customer data across channels.
  • Privacy and Compliance: Stay updated on data privacy regulations (e.g., GDPR) and choose solutions that comply with these standards.

By following these guidelines, senior digital marketing professionals can make informed decisions when selecting analytics solution providers. A trusted partner can empower your organisation to make data-driven decisions, optimise marketing campaigns, and ultimately drive business growth.

Are you searching for Analytics solutions for your organisation? The Digital Marketing Solutions Summit can help!

Photo by Melanie Deziel on Unsplash