Select Page
Is Your Website ADA Compliant?

Is Your Website ADA Compliant?

Most Amazon Prime members make an online purchase once per week, and plaintiff lawyers are delivering ADA-compliance lawsuits even faster. The Supreme Court is showing no remorse for companies whose websites are not ADA-compliant. If you get served, your only option is to pay up. Here are 6 steps some of our clients have taken to successfully operate an ADA-compliant website and avoid costly damages.

Disclaimer: The information provided in this blog does not and is not intended to constitute legal advice. All content and information available are for informational purposes only.

 

Step 1: Understand the Seriousness of ADA-Compliance

Gavel Statue on top of water in front building

The American Disabilities Act requires all places of public accommodation to be accessible to individuals with disabilities. It’s no surprise that in the year 2019, the world wide web is now considered a place of public accommodation (See: Title III).

In 2016, Domino’s Pizza Inc. was hit with an ADA- compliance lawsuit that claimed the website doesn’t ensure the blind and visually impaired can order food through the website or mobile app. As of October 7, 2019, the Supreme Court is refusing to review Domino’s appeal on the basis that ADA is a strict liability law, meaning there are no excuses for non-compliance violations.

Plaintiff lawyers are working overtime to serve up lawsuits for non-compliant companies. No matter how many unique visitors your website attracts, if it’s inaccessible for web users with mental or physical disabilities, your business is a target for legal action

Reports reveal that there is one web-related ADA lawsuit every working hour. This means 8 a day, 40 a week, and more than 2,000 a year. In 2018, more than 7,500 ADA suits were arraigned in federal court. Now that you understand it’s not a question of if, but when you’ll be targeted, let’s dive into the Web Content Accessibility Guidelines.

“While plaintiff lawyers handing out ADA-compliant lawsuits may seem predatory it is necessary and an important part of our justice system. Our government alone would not have the resources to enforce important regulations. So, these lawsuits are here to stay. Companies must know that there are consequences for non-compliance. As a business stakeholder, we have the challenge of balancing compliance, cost, and customer experience.

— Adam Morris, CEO, Redstage.

Step 2: Review Web Content Accessibility Guidelines

blur book with open page an glasses and magnifying glass on top

6.2 billion shoppers are expected to shop online this Cyber week alone, leaving eCommerce businesses vulnerable to potential lawsuits. To help you prepare, the Web Content Accessibility Guidelines (WCAG) explains how users with disabilities can access sites. While you’re in the process of strategically planning your holiday content, be sure to double-check all points of access to your store. You need to ensure your site is “perceivable, operable, understandable, and robust.” For a full explanation of these terms, see the link to WCAG above.

Taking proper measures to get an ADA-compliant website will save companies time and money. This step is always forgotten, overlooked, and never budgeted for. Many helpful tools can let you know if your site passes ADA requirements and extensions that come with approved codes.

— Jignesh Joshi, Sr. Project Manager, Redstage

Step 3: Add Alternative Means of Access

Disabled woman faced with inaccessble stairs to office or college building.

Ensuring your content is ‘perceivable’ may not be the toughest task you’ll face on your ADA-compliance journey. In fact, it may even be the opposite. According to the WCAG, all images including charts and infographics must include alt-text. Since SEO and content marketing are already part of your eCommerce strategy, you’ve likely already added alt-text to all of your imagery. To make sure, take some time to go through your archive and add relevant alt-text wherever it’s missing. This process may be tedious, but site readers (software) must be able to successfully read and describe your images to the blind and visually impaired.

54% of consumers want to see more video content from a brand or business they support. Naturally, videos have become a common practice for brands. All published video and audio files must also be accessible to those with disabilities. This can be achieved by including closed captions and text transcripts.

Closed captions should be accurate and in sync with video while text transcripts should accurately convey what’s in the video file. If you’re producing audio content like podcasts, you may want to pay close attention.

The WCAG updates are continuous and it can be easy to overlook minor details like fonts, for example. Make sure your fonts are clearly readable and properly displayed on a high contrast background. To play it safe, keep the standard light background and dark font. These minor changes can be a huge help for your users to easily navigate your site.

Step 4: Provide Easy Navigation for your Users

Ancient Antique Map to Represent Navigation

Luckily for our readers, we’ve been sharing tips on how to provide a fast and frictionless user experience for customers all year. If you’ve been following along, you should already be one step ahead, since user operation for ADA-compliance and frictionless experiences go hand-in-hand. When focusing on navigation, the first step is to ensure your website’s entire navigation can be fully operated via keyboard, without a mouse or touchscreen.

Users should have the ability to pause, slow down automatic movements, interact with images, and play videos through the keyboard. One tip is to stay away from auto-play to give your visitors enough time to read and process content.

Secondly, if your website doesn’t have a search function that can help your customers find products and information at ease, it’s required under the Web Accessibility Standards to have one.

Lastly, do not forget to include a site map. Remember, a positive user experience requires users to have the ability to operate your website that is understandable and feels natural. Again, you probably have one already because site maps improve your SEO.

Step 5: Website Features Should Be Understandable

Man on Laptop Looking at website with sneakers

When producing content, remember: all of your visitors must be able to read and understand it. Providing a default language function can not only keep you out of a lawsuit, but it can positively affect your conversion rate. We all know the uncomfortable feeling of standing in the middle of a conversation without understanding what is being discussed. To ensure your users and their reading assistance technology can properly function, refrain from the use of jargon, idioms, and abbreviations without properly introducing or explaining them.

Your website may already have the main functions that are considered predictable under the WCAG. Your users should be able to come to your website and predict what will happen as they interact. If you’re unsure, we have provided a brief checklist below.

  1. An X in the upper left- or right-hand corner for users to close the window.
  2. All Visible forms have instructions
  3. Navigation is consistent across all pages (Up, down, left, right,)

It may seem like a lot to fine-tune your website. Make sure you keep your developers in the loop as they’re coding and responsible for making sure your website is running smoothly. It takes a lot of work to get fully compliant. Once you’ve achieved compliance, you’ll want to keep it that way.

Step 6: Website Should Be Error-Free

black Screen with Colorful codes

While developers have a lot on their to-do list, the main priority is to make sure your website is robust enough to be considered ADA-compliant. This step may take the most time, but it can save you more than $50,000. Without getting into too much coding jargon, the overall presentation must be error-free and coded with standard HTML tags. We touched on some of these points earlier in the article, so here’s a quick checklist to review with your developers.

  1. Clear Descriptive Text
  2. Nested Headings
  3. Clear Forms
  4. Uniform Labels
  5. Section Labels
  6. Clean Code

Keep in mind that the work you do to make your site accessible benefits ALL users, not just those who may have disabilities. You will see the positive results of providing an accessible, easy-to-use site almost immediately.

—Kevin Rydberg, Managing Accessibility Consultant, Siteimprove

Final Thoughts

Remember,  reaching ADA-compliance is a process with many steps to complete. With an estimated 30% increase in lawsuits this year, there’s no time to waste. Remember, the information provided in this blog does not and is not intended to constitute legal advice. Our trusted partners at Siteimprove can help you pinpoint accessibility issues that can potentially put your site at risk of an ADA-compliance lawsuit. Consider them your first step to protection before lawyering up. They can get you involved in a program that will help shield you from those who would target your online store. Do not hesitate to get a powerful, free website report and request a Demo here.

If you’re looking for a more robust, comprehensive solution to cover all holiday risks (including security, bug monitoring, and ADA-compliance, check out Redstage’s new security and maintenance bundle here. Feel free to drop us a line if you have any questions! We’re always happy to help.

The Difference Between Good & Great Content Marketing

The Difference Between Good & Great Content Marketing

Whether you’re a retailer or service-based business, content is your secret weapon to driving business onward and upward. Creating content that resonates and aligns with your brand (and audience) isn’t an easy task. However, experts agree it’s worth taking time to produce quality content. If content marketing isn’t a key part of your strategy by now, consider making it a top priority in the new year.

“Content marketing should be a major cornerstone in your marketing arsenal. By providing valuable, free content, that builds customer empathy, you will attract and convert new prospects into brand-loyal customers. The caveat to producing great content is having the foresight to produce content that aligns with customer interests, while continuously delivering new content that your customers hunger for.”

— Christopher Yin, Creative Director, Redstage

There are many platforms and channels that make it easy for people to find, consume, and share content. As a result, it’s even more challenging for companies to connect with consumers. Retailers understand that creating a holistic consumer experience is a significant challenge. On the other hand, B2B companies are challenged with building loyalty and relationships within their customer base. However, there are still traditional touchpoints like email, case studies, social media, e-books, and mobile apps that customers rely on to fulfill their content needs. Each of these channels is a spoke on the content marketer’s flywheel. Here‘s how to produce “Evergreen” content that can continue to drive value far into the future across all channels.

1. Empower Customers with Brand Storytelling

Content is a form of storytelling. Your end goal may be selling a product or service, but your customers want to know if that product can relate to their journey or benefit their business, before completing a transaction.

Melanie Allen, the CMO of Brooks says “I don’t focus on the brands, I focus on the runners,” stating the importance of getting into your customer’s head to create effective content that engages customers.

2. Resonate

Technology and human nature are now intertwined. Understanding this can help with the creative process. To resonate with and evoke emotion from your audience, your content needs to:

  • Create impact and opportunity
  • Drive purpose or connect to a social cause
  • Contain thought leadership
  • Feel organic, authentic, and true to the brand

 

3. Source Creativity, Rather than Influencers

Influencer marketing is meant to impact consumer behavior and drive sales through the use of public figures with large followings. However, this strategy is becoming overused and influencers pitching product after product seem inauthentic to audiences. Additionally, it’s important to select an influencer that has a direct connection to your brand messaging and mission. Constellation brands, for instance, chose an influencer who published photos regularly, sharing her love for Corona Extra and all things summer. It was a natural choice to pick her to move forward with additional promotion strategies.

Also, the Corona brand delved into cause marketing this year with a “Pay With Plastic” campaign to clean up beaches. The plastic waste collected was turned into Adirondack chairs, which were repurposed for in-store displays. When you think of Corona, you think of summer and the beach, so what better way to connect with customers on a more intimate level than with a cause today’s consumers care about?

According to several panels at Advertising Week New York, the best marketers are those who give equal attention to both content, products, and data. They do this by testing various methods, analyzing the results, and incorporating a natural message. Think outside the box to create a conversation between your audience and your brand. Help them think critically about the industry. Remember, visual communication resonates better than written when it comes to online, mobile, and OOH audiences.

4. Data Quality Is Everything

There should always be a purpose behind creating content and each piece of content should have a specific objective you want to achieve before your pen hits the paper. Not even a simple twitter post should be published without a particular goal in mind. Here are some KPIs today’s top brands use to track content engagement and value:

  • Interaction: How much time is your audience spending interacting with your content?
  • Emotional Engagement: Is your audience finding, reading, loving, remembering and sharing your content?
  • Brand Building: Is your brand expanding, lifting and converting?

 

Think about the ritual your customers go through when engaging with your brand. When do they use your product? When do they buy it? How do they buy it? Determining the “Magic Moment” when your product solves the customer’s problem should be the epicenter of customer stories and content that revolves around that ritual. For runners, content about different routes, trails, or morning routines could be a trigger to buy a new kind of shoe or water bottle. If new mothers are your target, a blog about a child’s first steps or first finger painting can touch your customer’s heart and connect with them with your brand products on a deeper level.

Final Thoughts

There are many creative strategies to ensure you are producing the best content possible for your audience. B2B companies should be producing content at every part of the sales funnel to see an ROI. While these tips can be helpful in the planning process, it is also important not to limit yourself in the creative process. Don’t be afraid to dream big and be bold or educate and entertain, as long as your ideas are anchored to your customers’ lives, habits, and connection to your brand. With content marketing comes the need to personalize, track, and measure the effectiveness of your messaging. Learn more about the top 5 ways e-commerce companies are making the most of their content marketing in our blog post: Top 5 Trends in Personalization and Social Selling!

If you missed out on  Advertising Week this year, be sure to check them out for further updates and information.

Ghosts of Black Fridays Past: 3 Crucial Warnings for Retailers

Ghosts of Black Fridays Past: 3 Crucial Warnings for Retailers

Congratulations! You survived the Back to School retail surge. While the true test of eCommerce performance is yet to come, any hurdles you encountered during Back to School should be taken care of well before then. Consider these your warning shots. To help, here are 3 precautionary measures you can take to digitally strengthen your store for the holidays.

 

1. Stress Test to Avoid Lost Revenue

A wave of more than 6.2 billion shoppers will descend on digital retailers during Cyber Week. Unfortunately, not all businesses are prepared for success…

For example, J. Crew’s site crashed on Black Friday in 2018 and issues persisted throughout the afternoon. Analysts predict the outage cost the company around $780,000 in just five hours. Shoppers flocked to Twitter to complain en masse, causing a firestorm of anger to erupt across the web. This is where the real damage was done.  Like a ghost story from holidays past, this is a warning for retailers everywhere to change for the better.

 

Adam Morris, Redstage CEO

Redstage’s CEO Adam Morris identified the top “holiday rush” issues we’ve helped clients through in years past. Here’s what to watch out for:

1. Slow Site Speed

2. Price Caching

3. Broken or Buggy Checkout

4. Server Overload or Timeout

5. Add to Cart Features Failing

 

“The holidays are a time of increased profits, but that comes with a huge load on websites,” Morris says, “So if you haven’t done proper stress testing to account for higher demand, you won’t know how your online store is going to react.”Adam Morris, CEO at Redstage

 

Preparing for the worst now can save you money and your reputation later with one simple step— testing. Skipping this step could spell disaster that leaves the specter of poor service hanging over your reputation for years to come.

 

black friday, cyber week

2. Your Back-End Checklist at Present

From Thanksgiving to Black Friday through the end of Cyber Week, retailers have a few critical days to rake in as many sales as possible. During this shopping frenzy customers both in-store and online. Regardless of how they buy, your online store (or your app) will more than likely be their first stop. We developed a checklist of what you can do today to ensure your eCommerce site survives Cyber Week.

  1. Optimize your site’s user experience with A/B testing.
  2. Check your indexing to avoid price caching.
  3. Review all error codes to avoid a broken checkout.
  4. Avoid overload and crashes by scaling your server.
  5. Double-check key functions to avoid important features failing.
  6. Complete load testing to prepare for an increase in traffic.
  7. Utilize an automated monitoring system for real-time updates on 404s and checkout errors.
  8. Upgrade your payments and security platforms to prevent payment fraud.
  9. Lastly, be prepared to scale up your support team on the fly. If something goes wrong, even for a few minutes, you’ll need a sizable support team to manage angry customers and correct the issues.

 

“If you’re not using visitor data to identify the friction points in your checkout, you risk focusing your budget in the wrong places. A data-driven approach to optimization means trusting your analytics even when the message is counter intuitive.”Oliver Sosinsky, Sr. Solutions Engineer at Redstage

 

Learn a valuable lesson from LuLu Lemon. Last year, the athleisure brand’s site went down the morning of Thanksgiving Day. Shopper outrage hit Twitter at 8am EST with a “Site is down. Ugh!”

In the first minutes of the shopping event of the year, the brand was stuck, entangled in crisis. Once the site got back online, more errors appeared, causing sales prices for in-cart items reset to regular prices or prevent customers from checking out.

With proper bug monitoring and back-end preparations, this fiasco could have been avoided. Take a page out of our book and start monitoring now. You’ve done the legwork to bring customers to your site, now protect it.

 

black friday, cyber week

3. Capitalize on the Future

A single visitor doesn’t guarantee a transaction and a single transaction doesn’t guarantee a loyal customer. Flawless mobile experiences will do both, but takes some serious testing.

Conversion rate optimization turns your visitors into customers while ensuring they receive an immaculate customer experience. While no two customers are the same, simple tests can lead to enhancements that remove friction from the checkout and dramatically reduce abandoned carts.

Merchants like LawnmowerTirestore.com took advantage of testing their site before the holiday season and the results were a game changer. By making their checkout button stick to the site’s header and follow users while they scrolled, sales soared with a 29.5% increase in revenue per visitor (RPV) for desktop customers. For mobile, the test yielded a 7% increase in RPV, after only 4 weeks of testing. Now, Lawnmower Tirestore plans to roll-out the feature site-wide to capitalize on their new-found data-driven advantage.

As part of the Mobile Optimization Initiative, retailers can receive checkout tests 100% free. The goal of the initiative is to create a set of best practices for mobile optimization and share our insight with the world. Read more about the initiative here.

 

black friday, cyber week, cyber monday

Final Thoughts

According to Internet Retailer, 60% of consumers plan to spend 50% or more of their holiday shopping online; spending over $21.6 billion during Cyber week.

It is not too late to prepare. If you start early enough and cover all the bases, you can sit back, relax and watch your revenue grow with measurably less stress. Remember, this is your holiday too. While there’s still time, monitor your site for bugs, load test, A/B test, utilize the data, capitalize on those results, and enjoy some eggnog.

Cheers!

How To Unlock More Mobile Holiday Revenue

How To Unlock More Mobile Holiday Revenue

No matter what, customers are always right. Today, they have more power than ever before. As you are well aware, it’s much more likely that your online customers interact with your website via smartphone than desktop. Therefore, their experiences need to be personalized, fast, efficient, and tailored for specific devices. If not, they’ll bounce to the next competitor for a better experience.

Statistics show that 40 percent of users will switch to your competitors after a bad mobile experience. A risk ALL merchants should avoid, especially with the stark rise in mobile sales. In fact, analysts predict that by 2020, 44.7 percent of all retail eCommerce sales will be generated through mobile devices.

Remember, your customers won’t stand for mediocre customer experiences. Your only job is to push them through the checkout in the most frictionless (and secure) manner possible.The digital experience should always mimic the desktop. A business buyer wants to be able to access or check inventory the same way during a commute or at an office computer. According to a 2018 Cyber Week report by Invesp, 32% of consumers changed their mind about making a purchase on mobile, abandoning carts packed with unsold products or sercives. It’s time for a change.

Why 2018’s mobile experiences left money on the table.

Last year, Black Friday’s sales turnout beat expectations by more than 10 percent. However, while many attempted to manage an anticipated mobile surge, conversion rates on the “favorite” shopping device came in dead last during Cyber Week. In the end, over $6.2 billion was spent online from Thanksgiving to the end of Cyber Monday. Mobile orders only accounted for 45% of sales. When you consider that mobile’s share of traffic was 62%, that’s a pretty weak conversion rate.

 In a world where responsive design is trying to give [customers] all the same functionality we have on desktop in mobile, there may be a divergence here where we have to start thinking about different mobile-first customer experiences. 

– Adam Morris, CEO, Redstage

Merchants and B2B companies who don’t start thinking with a “mobile-first customer experience” mentality will be left behind. Of course, it’s ideal to know and understand the buying habits of each customer, but tricky to do without the right technology. Thankfully, free data-driven A/B testing provided by the Mobile Optimization Initiative can help you overcome these barriers. Your customers aren’t going to wait for better mobile experiences, so why should you? Customers want to “click and go.” Lucky for you, implementing optimization is not only easy but the best option for B2B companies and retailers. B2B companies have a more complicated sales funnel that tends to increase aggravation and cart abandoment by 26%.  With the Mobile Optimization Initiative, merchants can increase completed purchases dramatically by improving customers’ mobile experience with simple tweaks. Here’s how it works.

The Mobile Optimization Initiative is the ultimate holiday tool!

Last year, we published several articles about mobile optimization to help merchants close the “mobile revenue gap” by optimizing checkout experiences. With some of the tests we’ve run, retailers can cut mobile cart abandonment in half or more on certain devices.

Optimizing your customer experience thorough data-driven optimization allows you to discover small tweaks that ensure you’re capturing as many sales as possible from the growing pool of mobile buyers.

– Benjamin Shapiro, Solutions Engineer, Redstage

Those who join the MOI program with Redstage will receive a free checkout funnel assessment, custom test design, experiment implementation, and professional services during the active program. The goal of our global initiative is to help merchants get more revenue from mobile. In turn for the free services, we gather anonymized data about customer habits to create a knowledge-base for best practices in mobile. Learn more about our community proven experiments and sign up here. As the results show, it’s well worth it.

With the current data collection and analysis tools available, we no longer have to speculate on where to put efforts to improve your site. The data is the guide in both where to focus your efforts, and where to expand after experimenting. Smart A/B testing based on data-driven analysis gives you insights that lead to successful, simple changes that can have a big impact on increasing your revenue per visitor. One recent participant – A lawn mower tire store – saw lifts of 24.9% and 7% RPV on desktop and mobile respectively through a‘sticky cart’ test.

–Benjamin Shapiro, Solutions Engineer, Redstage

How Soon Should You Start?

The sooner you begin, the better. Participants start gathering testing data immediately, and all it takes is adding a simple tracking tag to your site (less than a minute). If you’re looking for a last-minute boost for your holiday marketing, this is it, and it packs a punch. Our latest test yielded a 25% increase in revenue per visitor.

The Mobile Optimization Initiative puts you ahead of the competition, because the experiments are proven, having been tested over millions of transactions across hundreds of merchant sites.As of December of 2018, experiments from 120 merchant sites generated a collective $22 million in revenue, averaging a 9.28% increase in RPV (extra revenue they would’ve missed without MOI testing). Today, we leverage the data from more than 200 participating merchants to ensure your tests are optimized for success. From this, we’ve created more than 130 standardized experiments to test, so now’s the time to join!

We were struggling with mobile conversions and the MOI program helped us with the insights and adjustments we needed. This data-driven, forward-thinking program is certainly worth a try.

– Digital Marketing Coordinator @ Lawnmower Tire Store

Final Thoughts:

Ignoring the trends means you’re missing out on your share of over $500 billion in online sales. With 95% of mobile devices being used to look up local information to visit businesses, it’s your business they should be checking out (pun intended). By this time next year, we expect the number of participants in the MOI to double again, which means it may be too late to get a leg-up on your competitors. Since the experiments work best during high-traffic periods, there’s no better time to test! And don’t worry, the tests automatically notify you if they’re not giving you positive results.

If you’re still not convinced, or don’t know where to start, check out the latest results, case studies, and strategies in our new Holiday Mobile Optimization Ebook here! Good luck this holiday season! Want to learn more about the initiative but before you sign up? Contact us here for a free consultation with our testing experts.

Top 5 Trends in B2B Personalization & Social Selling

Top 5 Trends in B2B Personalization & Social Selling

Despite changing customer habits across the commerce industry, sales strategies have largely remained static. That is, until now. With a noticeable rise in account based marketing adoption and “hyper-personalization” software that utilizes machine learning, today’s sales teams are better equipped than ever to engage prospects across digital platforms; new territory for B2B companies. Here are the top 5 ways sales teams are taking advantage of new tech.

 

5. Stepping Up the Mobile Game

In a recent article, Genius Ecommerce notes “91 percent of B2B buyers complete searches using mobile devices and one in four buyers makes a purchase using a mobile device.” With millennials making up more than 35% of the US workforce, there’s an industry-wide push to create simple, elegant, and frictionless online experiences that cater to the generation’s habits and expectations. To do this, sales teams must begin thinking like millennials and driving engagement through smartphones, their device of choice.

For millennials, a downloadable product list doesn’t go a long way, especially on a phone. It’s too time consuming, and millennials know there’s a high probability another company (i.e. your competitor) will have a simpler online experience that shortens their workday and makes their lives easier.

 

4. Increasing Repeat Purchases

Redstage CEO Adam Morris notes, “Modern B2B sales teams have begun tracking online customer behavior to predict when customers will need to reorder. These teams can use the same tech to order on behalf of customers and even set up automatic subscription reordering.”

These options remove strain from the customer’s decision to buy and encourage repeat purchases. Send a simple reminder to customers recommending they buy again or to buy a related product and watch AOV increase along with order frequency. Imagine what this does for sales commissions.

 

3. New Ways To Interact & Engage

With all these new modes of selling, teams need to broaden their reach to maximize sales opportunities. Tackling this challenge is easy with the right toolset. Chatbots act as an extension of the sales person, becoming the first-line of defense for customer assistance. Through chatbots, sales reps can help users find a product they might’ve missed, share in-depth details to make a sale, and further engage prospects in real time.

Like chatbots, social media is another tool that extends the sales team’s skillset and enhances reach. DemandGen’s 2018 B2B Buyer’s Survey reports that 34% of B2B buyers are spending more time on social media to research vendors. 52% say they use social media to drive purchasing decisions, and 82% of B2B buyers say the winning vendor’s social media content has a significant impact on their decision to buy. Using social media is much friendlier than cold-calling and helps create a community around your products. Sharing is caring!

 

2. The Power of Feedback

Customer reviews drive sales. End of story. In G2 Crowd’s 2018 B2B Sales & Marketing Report, 92.4% of consumers said they were more likely to buy a product or service if they were able to read reviews (5.5% were unsure, and only 2.1% said no). The reason? There’s a ceiling on how much buyers trust brands, which makes them trust customers more than the vendors themselves. According to Mashable, “Millennials, in particular, trust user-generated content 50% more than other media.”

Reviews also help sales teams identify specific product attributes consumers love. These attributes can then be highlighted, promoted, and shared with prospects who may be interested in the same products to facilitate additional orders. Positive reviews typically decrease cart abandonment, increase time spent viewing products, and of course, increase sales by helping buyers get honest, trustworthy feedback.

 

1. Becoming a Customer Experience Expert

A 2017 Walker study concluded that “Customer experience will overtake price and product as the key brand differentiator by the year 2020,” beating out the traditional “4 P’s” of the marketing mix. As a result, it’s now up to sales teams to lock-on to customer preferences to maximize reach and engagement. Personalization platforms like Bronto help sales and marketing teams understand the preferred devices and channels each customer uses. When it’s time for a customized message, you’ll know how to get their attention.

If you ran a shoe store and a customer came to the register, only to cancel or return their order, you would want to learn why. In the digital world, if customers put an item in their cart but later remove it, it only follows that sales teams should investigate. Maybe a confusing or lackluster product description made them hesitate, perhaps it was a question of quality, source, or price. For B2B’s, fitment is a big factor, and finding replacement parts should be easy for customers. This is the time to send targeted messaging to help narrow down customer “unknowns” and increase the likelihood of a sale.

 

Final Thoughts

Using customer, cart, and product data, sales teams can now identify trends faster and easier than ever, pinpoint bottlenecks in the purchasing process, and refine experiences to increase sales and customer satisfaction. For more tips and tricks B2B sales teams can use, find our free Digital Sales Engagement Handbook here, and let us know if you’re interested in enhancing your sales team with Bronto.