B2B Marketing Trainer and Consultant
Only recommend companion products before or after the purchase! Never suggest similar, alternative products. Are you accidentally driving customers away by showing them the wrong products at the wrong time? While it might seem helpful to offer a variety of choices, the timing of those suggestions determines whether you make a sale or cause a... Continue Reading →
Make sure all crucial content is served as plain HTML and not generated by Javascript script. 80% of eCommerce sites make this mistake. Google Crawler is is getting better at capturing dynamically generated content, but still prefer plain HTML. Tip #130 – © Franco Folini If your eCommerce website or SPA (Single Page Application) is... Continue Reading →
Almost all the user feedback we get, it's from users who purchased from us. It’s crucial for customer retention but worthless for customer acquisition. Usually, we don't receive feedback from users who never visited us or left without buying. Tip #129 – © Franco Folini Don't get me wrong, customer feedback is very important and... Continue Reading →
Do you want to please your ego, or do you want to sell more? Intuition can be a good starting point to explore new options, but you must A/B testing everything. Don't trust your gut feelings, only trust data. Tip #128 – © Franco Folini When it comes to business, there is not right opinion... Continue Reading →
For many websites there is an opportunity to boost pages SEO performances with a simple JSON-LD structured data injection. In many cases it's a low hanging fruit, and we should take advantage of it.
Reduce friction! Don't bother the customer with questions or options when an algorithm or a query in a database can figure out the answer. Simplify your customer's life, not your job! Tip #127 – © Franco Folini If you are 80% confident you can guess the correct answer fill the corresponding input fields with smart... Continue Reading →
To optimize product pages without compromising load times, use on-demand video embedding with JavaScript. Initially, visitors see a thumbnail that, upon clicking, seamlessly transitions to an embedded video. This technique enhances user experience and SEO while meeting digital shoppers' expectations for videos, ultimately increasing conversion rates on e-commerce sites.
A single positive review can convert a hesitant shopper into a loyal customer. Highlighting top reviews on product pages builds trust and boosts confidence in your brand. However, it's important to maintain authenticity by keeping negative reviews visible. Overall, showcasing testimonials can significantly influence purchase decisions.
The article discusses best practices for creating an effective company marketing email newsletter. Key suggestions include crafting engaging subject lines, maintaining consistent frequency, including visuals and CTAs, segmenting audiences, personalizing content, using fresh and relevant information, and ensuring originality. Additionally, measuring performance through KPIs is essential for improvement.
Be careful about the font size you select to display the product's price. Make it small, and the price will disappear; make it big, and it will be perceived as too high. Run A/B tests to find the optimal size. If you can't, use the same values used by big eCommerce players as a reference.... Continue Reading →
Don’t hope or wait for a product review, ask for it! A few days after an order has been delivered or a trial downloaded, send your customer a personalized (automated) message asking to write a review. Tip #118 – © Franco Folini People are busy, they forget to go back to your website and leave... Continue Reading →
Building a strong brand reputation requires consistency, kindness, and a commitment to customer satisfaction. Businesses must go beyond mere transactions by mastering trust through excellent service and support while demonstrating expertise. Reputation is a long-term investment, yielding benefits like organic referrals and premium pricing, but cannot be achieved through shortcuts.
The speech notes discuss the differences between coaching and mentoring, highlighting how coaching is typically short-term and goal-oriented. The author shares personal experiences as a coach to Italian developers, emphasizing the importance of fostering enthusiasm and facilitating problem-solving. This approach built trust and enhanced the developers’ skills and ownership.
Create Urgency and Scarcity.Where and when possible (and makes sense): For each promotion, highlight the deadline and show a countdown.Limit the quantity and show how many items are left. Tip #115 – © Franco Folini This is another technique that is coming straight from psychology books. We all are sensitive to scarcity. eCommerce showing a... Continue Reading →
The customer is always right, but... Some customers have negative CLV (Customer Lifetime Value) because of too many returns, complaints, and support requests. Don't be afraid to block those customers, but do it very, very smoothly. Tip #114 – © Franco Folini I wish we could have a customer score similar to the popular "credit... Continue Reading →
The first easy steps to improve your Conversion Rate (CR)? Minimize friction! Simplify, simplify, simplify! Simplify and streamline the entire checkout process. Eliminate all distractions from the cart, including social media icons. Reduce the number of clicks needed to complete the transaction. Use a clean, minimalist page design. Once your marketing team successfully brings a... Continue Reading →
The article highlights the integration of Machine Learning (ML) in eCommerce to enhance marketing goals such as retention, engagement, and conversion. Key applications include product recommendations, personalized email marketing, notification management, and user experience personalization. Notable examples demonstrate the effectiveness of ML in improving advertising, content generation, and supply chain management.
Write Product Descriptions that sell! Focus on your ideal buyers (personas)Highlight the benefitsAvoid marketing jargon and buzzwordsMake text visually scannable (formatting)Appeal to the user imaginationJustify superlatives and big statements Tip #111 – © Franco Folini A customer is investing time in reading your product description, that means he is down deep in the marketing funnel,... Continue Reading →
Do you know if your eCommerce is ready for the Machine Learning era?You need to be ready to transition your eCommerce to machine Learning technologies. The big eCommerce guys, like Amazon and Walmart, are already extensively using Machine Learning (ML) to process customer data to control their marketing efforts and to personalize the interaction with... Continue Reading →
It doesn't matter if you have a plan to integrate your eCommerce with Machine Learning or not. Pretty soon, you will! Start preparing by collecting more data about your users' behavior. The more data you have, the more effective your Machine Learning will be. Tip #110 – © Franco Folini Make sure your data is... Continue Reading →
Franco Folini is a marketing trainer and consultant with a background as an e-commerce entrepreneur in Silicon Valley. He taught at UC Berkeley Extension and currently teaches at the University of Strasbourg and Università della Montagna in Edolo, Italy. Recently, he moved back to his native Valtellina in the Italian Alps. Franco frequently speaks about the impact of AI and other technologies on marketing. For more details, visit his LinkedIn profile or email him at folini@gmail.com.