Un impegno sulla comunicazione digitale che affronta molte questioni irrisolte. Assocom, FCP, Fedoweb, Fieg, IAB, Netcomm, Unicom e UPA hanno lavorato assieme in maniera proficua e collaborativa. Ne è nata una pubblicazione, uno sforzo di intesa, una possibile risposta alla diffusa richiesta di certezze, chiarezza e fiducia per la pubblicità online. Un universo composito di otto associazioni in rappresentanza di advertiser, agenzie creative e media, concessionarie, publisher, società di ad tech e merchant ha generato un vademecum utile, una guida solida, una mappa di regole generali destinata a tutta la industry che verrà aggiornata costantemente per rispondere alle evoluzioni tecnologiche e di mercato.

Clicca qui per scaricare il libro bianco

Il cibo è sempre più social e le chatbot offrono nuove possibilità al settore del food delivery, rendendo la consegna a domicilio semplice e veloce.

L’articolo Social media e food delivery: il cibo si ordina su Facebook sembra essere il primo su Ninja Marketing, il punto di riferimento nell’innovazione nel marketing e nella comunicazione..

Creativity (cre·a·tiv·i·ty) krēāˈtivədē noun the use of the imagination or original ideas, especially in the production of an artistic work. Creativity may not immediately seem incredibly relevant to CRO. After all, CRO is often thought of as a study in best practices and procedural experimentation. Today, I’d like to challenge you to look a little […]

Creativity (cre·a·tiv·i·ty)
krēāˈtivədē
noun

1. the use of the imagination or original ideas, especially in the production of an artistic work.

Creativity may not immediately seem incredibly relevant to CRO. After all, CRO is often thought of as a study in best practices and procedural experimentation.

Today, I’d like to challenge you to look a little deeper.

Following best practices does matter of course. You should absolutely continue to optimize your pages with A/B testing, focusing on message-match and ensure your CTA’s are clear and concise.

But there are a number of interesting and entirely useful ways that you can “shake the trees” so to speak.

Let’s take a closer look at how you can flex your creative muscle to increase conversions.

Remind Me Why We Have to Do This? Read more

Image Search recently launched “Similar items” on mobile web and the Android Search app. The “Similar items” feature is designed to help users find products they love in photos that inspire them on Google Image Search. Using machine vision technology, the Similar items feature identifies products in lifestyle images and displays matching products to the user. Similar items supports handbags, sunglasses, and shoes and will cover other apparel and home & garden categories in the next few months.

The Similar items feature enables users to browse and shop inspirational fashion photography and find product info about items they’re interested in. Try it out by opening results from queries like [designer handbags].

Finding price and availability information was one of the top Image Search feature requests from our users. The Similar items carousel gets millions of impressions and clicks daily from all over the world.

To make your products eligible for Similar items, make sure to add and maintain schema.org product metadata on your pages. The schema.org/Product markup helps Google find product offerings on the web and give users an at-a-glance summary of product info.

To ensure that your products are eligible to appear in Similar items:

• Ensure that the product offerings on your pages have schema.org product markup, including an image reference. Products with name, image, price & currency, and availability meta-data on their host page are eligible for Similar items

• Test your pages with Google’s Structured Data Testing Tool to verify that the product markup is formatted correctly
• See your images on image search by issuing the query “site:yourdomain.com.” For results with valid product markup, you may see product information appear once you tap on the images from your site. It can take up to a week for Googlebot to recrawl your website.

Right now, Similar items is available on mobile browsers and the Android Google Search App globally, and we plan to expand to more platforms in 2017.

If you have questions, find us in the dedicated Structured data section of our forum, on Twitter, or on Google+. To prevent your images from showing in Similar items, webmasters can opt-out of Google Image Search.

We’re excited to help users find your products on the web by showcasing buyable items. Thanks for partnering with us to make the web more shoppable!

Posted by Julia E, Product Manager on Image Search

Use these ‘Voice of the Customer’ Tools to gather qualitative data on your customers Web analytics can provide the what, the when and the how, but struggle to deliver the why and the rationale which explains the numbers from your …..

Use these ‘Voice of the Customer’ Tools to gather qualitative data on your customers

Web analytics can provide the what, the when and the how, but struggle to deliver the why and the rationale which explains the numbers from your analytics tool. ‘Voice of the Customer’ tools can run continuously in the background, be focused on specific pages or be time-based, gathering detailed feedback on barriers to conversion, design issues, user confusion – all useful and actionable insight for marketers.

These tools allow you to go beyond the quantitative insight of analytics tools and provide a deeper layer of site visitor feedback. Tools in this category are growing in popularity and include general website feedback, crowd sourced product opinions and exit survey functionality.

Key things to consider before purchasing and using these tools:

• Be careful not to request too much data. Just like us, users are put off by surveys that are pages and pages long, feedback forms and exit surveys should be as short as possible to collect the insight you’re wanting to capture.
• Response rates can be low so bear this in mind if wanting to capture specific insight on a campaign or product (volumes may be an issue). Incentivising responses can help to increase uptake but may also skew the responses to a less representative sample.
• You may want to experiment with different capture methods, both the way feedback is requested (i.e. on-site pop-ups, vs. tabs vs. email) and the data fields (i.e. drop downs vs. free text fields) used.

Survey Monkey

Survey money is a great option for traditional customer or site visitor research prompted by email or on a website. It’s the best-known survey service, popular thanks to its free option and the paid versions are a modest price. Its simplicity (along with the free option) goes a long way to explaining why it is so popular.

Key features:

• Skip logic, filters and cross-tabs (paid versions)
• Range of export options.
• Local language support

Polldaddy

Polldaddy is a great tool for quickly creating stylish customer or site visitor surveys. We love this tool for quickly creating stylish surveys with a range of questions types. The free version isn’t restricted, apart from the presence of branding. We believe it’s easier to use, is better for more advanced survey options and provides better reports than Typeform. It’s ease of use and style of templates make it stand out from the competition.

Key features:

• Great drag and drop question editor
• Range of 19 question types including support for Matrices / Likert questions.
• Good range of export options including Microsoft Office options.

Typeform

Typeform lets you produce simple, interactive looking surveys. In terms of aesthetics of the finished survey, it’s the best option out there. It’s simplicity of the finished design and quality of its interactions, particularly for mobile devices make it stand out. Typeform is a highly rated new entrant suitable for user-friendly consumer surveys on mobile. It is less suited to research or more complex surveys than the two preceding options in this category.

Key features:

• No volume restrictions on free version
• Branded thank you page on paid version
• Calculation and skip logic on paid versions

Hotjar

Hotjar is an all-in-one analytics and feedback tool helping you to truly understand your web and mobile site visitors. This is a relatively new tool, but we prefer it to some of the existing services since it also enables questions to be asked on some pages for qualitative feedback. Other tools in the category don’t all provide insights from prompting visitors with polls.

Key features:

• Heatmaps: Visualise your visitors clicks, taps and scrolling behavior.
• Recordings: Eliminate guesswork with recordings of real visitor behaviour on your site.
• Polls: Understand what your visitors want and what’s preventing them from achieving it.
• Funnels & Forms: Find the biggest opportunities for improvement and testing by identifying on which page and at which step most visitors are leaving your site.

Confirmit

Confirmit is an enterprise VoC option for large-scale surveys deployed across multiple segments, product categories, business units or countries. Confirmit covers the range of the Voice of the Customer process, from program definition and design to analysis, reporting, and action management. It is a powerful tool, but expect to pay an enterprise level price for it.

Key Features:

• VoC programme management Survey
•  Reporting and workflow management
• Survey Reporting and workflow management
• Reporting and workflow management

 

 

Use these cart recovery tools to nudge your customers into converting Cart recovery tools use email and on-site notifications to drive users back into a site (usually the checkout pages) with the aim of driving incremental transactions by reminding customers …..

Use these cart recovery tools to nudge your customers into converting

Cart recovery tools use email and on-site notifications to drive users back into a site (usually the checkout pages) with the aim of driving incremental transactions by reminding customers of the products or services they abandoned.

With initial customer acquisition becoming increasingly expensive, brands have focused their efforts in trying to re-engage and convert those users they’ve already spent money acquiring and/or who have already expressed some level of interest in a product or service. Cart abandonment is the use of remarketing at the closest point to conversion i.e. once a user has added something to their cart but fails to check out. Cart abandonment tools can therefore be an extremely cost effective way of increasing sales, and usually generate great returns on investment. If you are considering investing in a cart recovery tool for your website, here are some of the top providers to consider.

Key things to consider before purchasing and using these tools:

• It can be difficult to assess if sales resulting from cart abandonment tools are incremental. Make sure any tests you run can give as clear an indication as possible as to whether you are rescuing sales you would otherwise have lost.
• Carefully consider the customer contact strategies you have in place to avoid bombarding your hottest leads.
• Constantly test your cart abandonment program. Results will likely diminish as more time passes since the item(s) were added to a users’ cart. This should be tested along with subject lines, calls to action and email content.
• Many brands offer an incentive (e.g. a discount) when using these tools to help secure the sale. Be careful with how this is used; can lead to shaping customers’ behaviour (deliberately abandoning a purchase to receive a discount).

Cloud.IQ

Cloud.IQ offers a range of marketing apps, helping recover online sales. It’s a tool which is perfectly suited to tackle issues from start-ups right up to the largest of enterprise clients. They have one of the best customer service teams, with 24 hours a day, 7 days a week access to conversion experts, who offer support on anything from remarketing queries to personalization issues.

Key Features

• Help with setting up and optimising your remarketing campaign
• No on-going contract or transaction fees
• Superb customer service
• Free site audit before upgrading

What makes it stand out?

The main differentiators to other cart recovery platforms, is how they cater for a much wider market, making it suitable for anyone from start-ups to large enterprise clients. On average, users see an increase of 5% on turnover, which can’t be said for all tools!

Salecycle

Salecycle provides a range of behavioural marketing solutions. They specialised in personalisation solutions, which deliver on-site remarketing to individual customers. It doesn’t offer as many personalisation features as some of the other providers, and its analytics aren’t as capable as some of the other tools listed here. However if a simple and reasonably priced solution for personalised ecommerce cart recovery is what you want, then it’s the ideal solution for you.

Key features:

• Personalised on-site remarketing
• Personalised email remarketing
• Personalised SMS remarketing

What makes it stand out?

Unlike other solutions, Salecycle focuses on remarketing to make sure you convert as many leads as possible. It offers onsite remarketing, email remarketing and SMS remarketing, which isn’t offered by most other providers.

Optilead

Optilead provides real-time solutions for online cart abandonment recovery. Optilead have become specialists in the fields of Retail, Travel, Insurance, Utility, Telecoms and Financial.

Key features:

• Activity Tracking
• Email Integration
• Lead Scoring
• Lead Distribution
• Real Time Delivery
• Retargetting and Remarketing

What makes it stand out?

By connecting your business to abandoned shoppers instantly, Optilead can make a big difference to recovery conversion rates. This kind of instant connection can be more or less effective than the standard model of delayed reminders, it will depend on your industry, so make sure to research this first.

Fresh Relevance

This service is perhaps better known for its web-based recommendations, but also offers cart and browse abandonment and automated daily emails. It offers integrations into a wide range of Email service providers.

Key features:

• Unlimited real-time live content
• Multiple trigger types and testing for better
• Customer Profiling Made Simple

What makes it standout?

By scraping live web-behavioral data from your eCommerce site, Fresh Relevance are able to create a profile of an online visitor’s recently browsed/ carted items. Where you can then re-market these very items to the customer who hasn’t converted via targeted recovery emails like the one pictured above.

Pure360

Pure360 is a digital marketing suite that allows you to redefine email, create better campaigns, and transform your digital marketing results. Pure360’s email platform is PureResponse and features a relational database, so it can store transactional data for marketers who would like to segment on the basis of individual purchases that a customer may have made. Making it an interesting proposition for those who haven’t found what they’re looking for in the aforementioned tools, due to it’s ability to segment so specifically.

Key features:

• Build great emails with our drag & drop editor
• Excellent account management
• Easily integrate your existing business systems
• Simple yet powerful reporting suite
• Automation, personalisation, and targeting tools

What makes it stand out?

Pure360 offers a unique combination of a powerful, data-driven marketing suite and best practice framework, which delivers results across email, mobile, web, and social.

The ability for computers to recognise novel images – to ‘see’ – is perhaps the most exciting side of AI.

But while most of the hype is centred around computer vision in self-driving cars, there are already plenty of implications for marketers.

Here are 10 of them…

Read more…