Will the Google Assistant become your colleague who tells you every day how sales are going and how you can best optimize it?
Smart conversion optimizations are discussed during the Performance Marketing Event . A growth hack to get more people into the store, an award-winning location-based SEA campaign and content marketing in which the psychological behavior influencer is used in a social-proof way.
How do you get more people in the store?
Connect with a growth hack offline shopping with online shopping, and vice versa. Local retailers struggle with the competition of online marketplaces.
How do you get people off the bank to your store? Kees Smit Tuinmeubelen has a good picture of his customer journey and knows that it will start in the winter. In the shop. So the trick is to get as many people as possible to the store in the winter, so that the online purchase chance is greater.
Kees Smit had Adwise carry out research. During the research they make a few important discoveries and use them for strategy.
1. As soon as the sun starts to shine, people think about being outside
Even in the winter. If the weather forecast expects sun, the searches for garden furniture already start. Therefore, link the bid adjustment (with which you control the bids for your ads) to the weather forecast so that you bet at the right times.
2. The closer to the store people shop online, the more often they come to the offline store
To enhance this effect, location targeting allows you to target your ads to people in the vicinity of the store, so that they know when the store is open and what time the shopping evening lasts during the search.
3. The online shop gives much more experience than the offline store – “Huh? Yes really!”
There is a sofa in the store and you experience it by feeling it and sitting on it. But the webshop offers even more: all kinds of dimensions, material information, reviews and atmospheric images for more feeling with the product. Do a growth hack: optimize the product signs in the store and give them a QR code and NFC tag.
Train the sales people to point out to the customers the extra possibilities of the scannable product signs. When the customer scans the tag, a mobile landing page opens immediately with all additional information and experience elements that cannot be found in the store.
In this way you strengthen the power of online and offline by offering all the experience elements together. An additional advantage: the store visitor has now accepted a cookie and can be targeted retargeted.
4. In the store, people view products other than those they have focused on online
Label the store visit differently from the people who only visit the online shop. You no longer target the shopkeepers on their online searches, but dynamically on the products they have viewed and scanned in the store. This allows you to focus ads on their search query, making the ad more relevant, converting better and costing less.
The strategy consists of:
- Link bid adjustment to weather forecast.
- Location targeting in a limited radius around the store.
- Make product signs scanable.
- Retarget shop visits with the location where they have been and the products they have viewed.
Is sunny weather coming in the weeks and months after the store visit? Then the offline visitors are again targeted with garden furniture with the aim of getting them back into the store. Because so much data is already available about the audience , Google’s algorithm is getting smarter and the bid adjustment better.
Look at the art at Kees Smit:
The customers in the video naturally Google via Google Home.
5 strategies for 3 x as many store visits
The struggle of local retailers against giants such as bol.com and Coolblue is also discussed in one of the breakout sessions. Wouter Nieuwerth devised five strategies to generate almost three times as many store visits.Because if you sell white goods or electronics, how do you ensure that the people in the village buy from you instead of online?
A strong point of the local entrepreneur is that everyone knows him. He was still in your father’s class. You trust such a person; he won’t cheat on you, will he? Moreover, he has personal attention for you. He does not have the lowest price, but you know that he sells you something that is useful.
Local franchisees therefore assume that their personal attention is an important factor for purchasing. You want to check that. Because if that is true, you can use this behavior influencer ‘proximity’ (also known as liking or closeness ) to boost your conversion.
With these 5 strategies you can boost the conversion for the retail chain. The 5 strategies, in combination with each other, provide extra benefits:
1. Use machine learning
Optimize your Google Ads account so that much more data is available per campaign. This allows Google to do better work through machine learning.
2. Bid depending on location
The closer the locator is to a location, the higher the bids. Therefore, create a huge spreadsheet that indicates at which locations which location should be displayed in the ads. Because the closer to the store, the higher the conversion in Google Store.
3. Create value track parameters
You can convert the location information in an ad into a value track parameter in the URL of the ad. A script on the website reads the URL, and loads a personalized landing page through the value track parameter. It shows the name, photo and information of the corresponding local location in the header and footer that is closest to the visitor. The visitor therefore recognizes that it is the store in his neighborhood: “the shop of my father’s classmate”. That feels familiar and close by and converts better through the power of the conviction technique ‘proximity’.
4. Retarget dynamic
Now that it is known which IP addresses have viewed which site landing page, you can retarget these IP addresses with ads to get them to the local site. In this way you try to increase the ROPO effect (more on that later).
5. Set up Google Store for your product ads
When people come to your Google Store, target them with your store ads if they are near the store within their specified radius. If they come into the store and scan a product, you can determine that your targeted people have actually entered the store.
The results confirm what the local franchise entrepreneurs already thought: the local reputation works. People who are closer to the store and have seen the personalized, local ads and landing page not only visit the physical store more often (+ 275%), but also do online transactions more often. Retargeting from Google Store visitors in a limited radius around the store, then also results in more visitors in the physical store. This way you boost conversion with the influencer ‘proximity’.
What is the ROPO effect?
The ROPO effect stands for Research Online, Purchase Offline: the effect of online traffic on sales in a physical store. The question is whether the above case also has a ROPO effect. The dynamic location-based display advertising focuses on “RO”, the people who o nline r do eSearch, which orient themselves promotes the online shop visit. If you promote RO, does that also give you more PO ( p urchase o ffline), purchases in the physical store?
Assumptions must be checked if you want to use them for conversion optimization. You could test this by asking every customer at the checkout his e-mail address to e-mail the receipt. Then it is easier for him to find his guarantee certificate later.
After purchase you send an e-mail with the receipt and ask for a review. The people who respond no longer see the dynamic display ads, because you know that the people with those IP addresses have already bought something.
More engagement = more engagement
While Adwise uses proximity influencer proximity for optimization, Lean Vergeldt and Femke Hendriks of RIFF use the psychological factor ‘social validation’ (or: social proof ) for their client Nikon. Precisely by choosing KPIs for engagement and always using the content in a way that produces the most engagement, engagement in the online community of Nikon is increasing faster.
I really like to see how psychological persuasion techniques are the basis for effective marketing. If you have relevant content, you can often use several of these techniques to be of value to more people. Then you can be yourself and be effective without doing paid posts. And I think that’s the biggest challenge and kick if it succeeds. Because that means you know your customers well enough and really have something to offer them instead of buying their attention.
The Nikon community members not only respond with likes, shares or comments to the photos and videos that Nikon shares, but photography enthusiasts also regularly upload beautiful images that they have made themselves.
Nikon can often use these contributions from the community. As a result, the photo of a hobby photographer benefits from the influence factor ‘authority’ of Nikon. And Nikon also benefits from authority if they can share a photo of a famous photographer in their posts.
It is always analyzed which type of content through which of the social media provides the most interaction. And then they plan that content again in the future. They therefore share tips for amateur photographers more via Instagram, while the how-you-have-the-photo-made content for professionals is more often shared via LinkedIn.
This way you always place the best scoring content at the right times via the right channels. The most important thing that happens is that the commitment of the followers creates even more commitment. In other words: “More engagement = more engagement” ( Luke Johnson about social proof in the video from 14:23). It is not the growth of the community that is most important, but the quality: the interaction with the online community via the various social media. This way you see what affects people and how valuable you are to them.
Spend 10% of your time on innovations
Always analyzing and staying one step ahead, the speakers encourage event visitors. “If you are the first to jump in on something, you also stand out” headnote speaker Thijs Wolbers says . That is why he is experimenting with Google Home to get forecasts and sales reflections along the way to his work. Algorithms can analyze large amounts of data much faster and more adequately than people, so why not simply put them to work.
Thijs Wolbers encourages everyone to spend 10 percent of their time on innovations and their applications. “If you are the first, you only have the empire. And you don’t have to catch up in a hurry. Take Snapchat: there are hardly any companies that use that. Whoever does that, benefits from super low costs per conversion. “
Innovate or create
New technologies also change the needs of consumers. As an example, Thijs mentions paying via WeChat in China. You can pay anywhere by scanning a QR code with WeChat. This technology changes people’s payment behavior and they no longer have cash in their pocket. Because the homeless street vendor wants to continue to earn, he also innovates: scan his QR code if you want to give him money. I would only give this example later I think. Depending on the approach / target group you choose.
You lose if you do not bid what the consumer asks for while your competitors do. Does your webshop not have PayPal or AfterPay? If the customer wants to pay with this and you do not offer that method, you lose the order to the competitor who does have that technology.
Will voice become your new colleague?
Will you soon be able to ask Google how sales are going and which content or ads you can best optimize and how? Will voice become the new marketing assistant?
To find out if you are going to achieve your online revenue goals this week, there are so many factors that have an impact. An algorithm can give you better insights faster than you can. It starts with data collection. If you don’t have data, you can’t analyze anything or draw conclusions to optimize.
Bring all data from different systems into a Google Cloud Platform and ask your digital assistant on the way to work how things are going with sales and where you can optimize things. Who knows, you might be able to use one of the optimization techniques discussed. Does this video provide an insight into your future?