How to Make Your DTC Website More Accessible
Jul 25, 2023
10 min read
The world today is centered around the internet as it has started playing an increasingly central role in our lives. It is because of the apparent omnipresence that makes it vital for businesses to ensure their websites are accessible to all users, including those with disabilities. With approximately 15% of the global population experiencing some form of disability, addressing website barriers has become imperative for companies, particularly those in the DTC marketing and consumer packaged goods (CPG) sectors.
Not only is creating an accessible website a moral obligation, but it also holds significant legal implications. In fact, failing to accommodate people with disabilities on your website could potentially result in legal action. The year 2020 alone witnessed over 2,500 website accessibility lawsuits handled by federal courts, accompanied by thousands of demand letters sent by law firms to companies like yours.
Understanding the importance of online accessibility and recognizing the potential consequences of overlooking it, it is crucial for businesses to take proactive measures to improve their website accessibility. By doing so, they not only enhance the user experience for individuals with disabilities but also mitigate the risk of legal entanglements.
In this comprehensive guide, we take a deeper look at website accessibility and why having an accessible website is paramount, especially for DTC and CPG companies. So let's embark on this journey to ensure your website reaches its full potential by embracing accessibility for all.
What is Website Accessibility?
The seamless integration of accessibility principles within web design and development has become imperative. Accessibility, as defined by the U.S. General Services Administration, focuses on enabling individuals with disabilities to access and benefit from websites, systems, and applications. It ensures inclusivity and equal opportunity. Organizations not only comply with legal requirements but also foster an environment where all individuals can engage with digital platforms on an equal footing.
Perhaps the most critical piece of legislation related to website accessibility in the United States is the Americans With Disabilities Act (ADA), which strives to end discrimination against people with differing abilities. However, the ADA predates the internet's prevalence, and it does not explicitly address the intricate issue of web accessibility. Consequently, courts are often left to determine whether ADA principles extend to specific websites, rendering judgments based on their own discretion.
The absence of explicit legislation for web accessibility necessitates heightened vigilance from organizations. Judges exercise considerable discretion when assessing potential violations, and seemingly minor infringements have resulted in substantial penalties. This underscores the paramount importance of developing ADA-compliant websites. Although enhancing accessibility may entail upfront costs, these expenses pale in comparison to the potential fines imposed by the courts, which many organizations find financially burdensome.
Web accessibility, as advocated by the World Wide Web Consortium (W3C), encompasses the design and development of websites, tools, and technologies that enable individuals with disabilities to perceive, understand, navigate, interact with, and contribute to the web. It encompasses a broad spectrum of disabilities, such as auditory, cognitive, neurological, physical, speech, and visual impairments. By embracing comprehensive accessibility measures, the digital landscape becomes an inclusive realm where diverse users can participate fully, regardless of their unique circumstances.
Ensuring accessibility for individuals with auditory impairments involves providing alternatives to audio content, such as captions, transcripts, or sign language interpretation. Technologies like screen readers and text-to-speech tools further empower these users to perceive and comprehend web-based information effectively.
To cater to individuals with cognitive or neurological disabilities, web designers must prioritize simplicity, clarity, and consistency in their interfaces. Implementing straightforward navigation, predictable layouts, concise language, and avoiding distracting elements enhances the user experience for those facing cognitive challenges.
Web accessibility for people with physical disabilities revolves around providing mechanisms that facilitate seamless interaction. This includes features like keyboard navigation, voice commands, adjustable time limits, and compatibility with assistive devices like adaptive switches or head pointers.
For individuals with speech impairments, web accessibility entails enabling alternative means of input and communication. Implementing speech recognition technologies, voice synthesis, or augmentative and alternative communication (AAC) solutions can empower these users to effectively express themselves and engage with digital content.
The visual impairment spectrum necessitates diverse accessibility measures, including text alternatives for images, high-contrast interfaces, resizable text, and support for screen readers and braille displays. By adhering to these principles, web designers unlock opportunities for individuals with visual impairments to access and comprehend digital content effortlessly.
Why is it Necessary?
In the 21st century, when everything is on the internet we can’t not make it accessible to an entire segment of people with latent or visible disabilities. Web accessibility is of paramount importance for several compelling reasons:
- Inclusion and Equal Opportunity: Web accessibility ensures that individuals with disabilities have equal access to digital platforms, allowing them to participate fully in the online world. It promotes inclusivity and empowers people to engage, contribute, and benefit from the vast array of information, services, and opportunities available on the web.
- Legal Compliance: While specific legislation addressing web accessibility may vary across jurisdictions, many countries have laws and regulations in place that require websites to be accessible to individuals with disabilities. Compliance with these legal requirements helps organizations avoid potential lawsuits, penalties, and reputational damage.
- Ethical and Social Responsibility: Designing and developing accessible websites aligns with ethical principles of fairness, social responsibility, and respect for human rights. It reflects a commitment to creating an inclusive society where everyone has the chance to thrive and participate without discrimination or barriers.
- Expanded Reach and User Base: By considering the needs of individuals with disabilities, organizations expand their potential user base. Approximately 15% of the world's population experiences some form of disability, representing a significant portion of potential customers, clients, or users. Ensuring web accessibility can lead to increased engagement, customer satisfaction, and business opportunities.
- Improved User Experience: Web accessibility benefits all users, not just those with disabilities. Implementing accessibility features, such as clear navigation, concise content, and adaptable interfaces, enhances the user experience for everyone. Intuitive and user-friendly designs improve usability, reduce frustration, and increase overall satisfaction.
- Innovation and Technological Advancement: Emphasizing web accessibility drives innovation in web design and development practices. It encourages the exploration of new technologies, tools, and techniques that can benefit a broader range of users. By embracing accessibility, organizations foster a culture of innovation and stay at the forefront of technological advancements.
- Future-Proofing: As technology continues to evolve, the importance of web accessibility will only increase. Investing in accessible design and development practices today helps future-proof websites, ensuring they remain usable and relevant as new technologies and devices emerge. It saves time and resources by avoiding costly retroactive accessibility improvements down the line.
How Can You Improve Accessibility?
Optimizing a website for the inclusion of disabled users not only aligns with ethical values but also presents a compelling business opportunity. If you prioritize web accessibility, you can tap into a broader market segment and foster a positive brand image.
Catering to the diverse needs of disabled users expands the reach of a website, allowing businesses to connect with a larger audience. Approximately 15% of the global population experiences some form of disability, representing a significant market share that can potentially drive engagement, conversions, and customer loyalty.
Furthermore, optimizing a website for disabled users can have a ripple effect on the overall user experience. Designing with accessibility in mind often leads to cleaner layouts, clearer content, and more efficient navigation, benefiting all users, not just those with disabilities. A user-friendly website enhances engagement, reduces frustration, and encourages users to spend more time interacting with the brand's offerings. Here are 9 easy ways you can make your website more accessible:
- Adding Images with Alt Text: Visual elements, such as images, can pose accessibility barriers for blind and visually impaired users. To address this, it is crucial to provide alternative text descriptions, known as alt text, for images. Alt text should be clear and descriptive, conveying the content and purpose of the image. By incorporating alt text, assistive technologies like screen readers can effectively communicate image information to disabled users, enhancing their browsing experience.
- Enabling Font Size Customization: Individuals with low vision often struggle to read small text sizes. To accommodate their needs, it is essential to allow users to enlarge font sizes. Offering an alternate style sheet that allows font size adjustments without affecting the page layout can greatly enhance readability. Additionally, ensuring larger font sizes for call-to-action buttons and making them visually distinct improves accessibility for users with impaired vision.
- Considering Contrast Sensitivity: Users with vision impairments, such as color blindness or certain eye conditions, have reduced contrast sensitivity. Designers must pay attention to color contrast when creating webpages. Incorporating high contrast between foreground and background elements, using legible fonts, and avoiding design features that hinder contrast accessibility are crucial. Ensuring that call-to-action buttons have sufficient color contrast further enhances their visibility and usability.
- Implementing Keyboard Navigation: Navigation can be challenging for blind and visually impaired users who rely on assistive technologies and keyboards instead of a mouse. Websites should be designed with keyboard accessibility in mind, allowing users to access interactive elements easily. This includes providing keyboard focus for URLs, anchor text, drop-down menus, forms, and other interactive elements. Avoiding reliance on JavaScript or CSS features that impede keyboard accessibility is also important.
- Ensuring Accessible Video and Multimedia: Videos and multimedia content play a significant role in engaging website visitors. To make them accessible, it is crucial to provide alternative means of comprehension. This can include audio descriptions to narrate visual elements, synchronized text captions for deaf or hard-of-hearing users, and the use of accessible multimedia players. By incorporating these elements, disabled users can fully engage with multimedia content, enhancing their overall browsing experience.
- Using Descriptive URLs: Descriptive URLs offer blind and visually impaired users context and aid in navigating web content. Meaningful descriptions within URLs enable users to understand the linked content and skip directly to relevant sections. It is important to use descriptive anchor text within links instead of generic phrases like "Read More" or "Click Here." Additionally, refrain from linking images that lack alt text support, ensuring that all elements within the webpage contribute to accessibility.
- Leveraging ARIA Roles: Accessible Rich Internet Applications (ARIA) roles and attributes provide additional information to assistive technologies about the purpose and functionality of website elements. By incorporating ARIA roles, designers can improve the accessibility of dynamic and interactive content. This helps screen readers and other assistive tools accurately interpret and convey the meaning of website elements to disabled users, enhancing their browsing experience.
- Avoiding Placeholder Text in Forms: Placeholder text in online forms is often visually presented in low-contrast or gray color, making it inaccessible to users with visual impairments. Instead, use the
- Minimizing the Use of Tables: While tables are useful for organizing data, they can present challenges for screen reader users. Whenever possible, replace tables with CSS for data presentation. If tables are necessary, provide appropriate table headers to ensure screen readers can accurately interpret the tabular data. Using HTML5 table captions can further enhance context and comprehension for disabled users.
In Conclusion
The importance of web accessibility has reached new heights, as companies face increasing legal action for non-compliance with accessibility standards. While there might not be a legal requirement for accessibility, the repercussions of inaccessible websites can be costly. To mitigate risks and ensure ADA compliance, businesses can turn to WCAG guidelines and leverage online tools for auditing their websites. However, investing in professional website and mobile app development services is the most effective way to guarantee accessibility and avoid potential legal consequences.
If you are looking to enhance your website's accessibility and simultaneously grow your business, we invite you to start a conversation with Saffron Edge. Our expert team specializes in marketing website design and can provide you with comprehensive web development solutions that prioritize accessibility and align with your business objectives. Contact us today to embark on the journey toward an inclusive and successful digital presence.
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6 Steps To Succeed With Marketing Intelligence For Your Company
As a business owner or a company leader, you tend to spend a lot of hours dwelling on your company’s marketing tactics. You must have encountered terms like ‘Marketing intelligence’ and ‘Competitive marketing’. So, what is Marketing Intelligence, and what is Competitive Intelligence? Marketing Intelligence is the day-to-day information collected from a company’s market, this data or development metrics are then analyzed and put together to make crucial business decisions such as recognizing important market opportunities, and identifying market penetration strategies that enable the business to boost their revenue in the end. On the other hand, when we talk about competitive intelligence, we mean analyzing the data gathered by studying the company’s market competitors. How can someone map out their company’s process of competitive intelligence? Well, that question may have an elaborated answer. As we dug into several studies and saw various competitive intelligence reports, we found several parameters such as KPIs, goals, and resources, etc. We found out that different companies had a distinct process or a different mechanism behind building their competitive intelligence. The process of building Marketing intelligence emphasizes more on knowing what the rest of the market is doing. It allows you to know about the audiences you can target and tells you the current strategies of your market leaders. Nowadays parameters like CRMs, social media website analytics, audience segmentation tools, etc are helping businesses to grow at a greater pace than ever before. When we talk about investing in Marketing Intelligence, we talk about investing in enhancing your company’s marketing. If you are a business owner, marketer, or company leader, then you must go through these six steps to succeed with effective Marketing Intelligence for your company. 1. Identifying Your Competitors Benchmarking What is benchmarking? When you measure the quality of your product against the quality of those products that are produced by the current market leaders, it is called benchmarking. You need to set your standards and identify your competitors. Competitors can be both direct and indirect competitors. Identify Your Direct Competitors - Do Market Research - Analyze the market of your goods or services. See which companies are selling the same product as you. Which market competitors do you often see in the sales process? Watch out for their products and marketing strategies. Customer Feedback Is Vital - Once you build a decent customer base, make sure to take their feedback on your services and products. You can also ask them about the products they usually prefer to buy from a competitor. They may reveal some new competitors! Social Media Community Posts Or Forums - A recommendation from a friend or a family member influences our buying behavior. In today's digital world, customers take suggestions from social media websites and online forums like Reddit or Quora. You can dig into such posts because they’ll tell you more about your competitors. Identify Your Indirect Competitors Keyword Research - Perform a competitive SEO analysis to find out which brands or businesses are competing with your business in terms of content on Google. Every query on a search engine begins from a keyword. You have to be aware of the keywords that your indirect competitors are using. Analyze Google SERPs - Your indirect competitors might be choosing the same topics that might be valuable for your products or website too. Recognize those keywords that are closely related to your products and services. Analyze the SERPs to spot websites that have similar content or keywords, those websites are your indirect competitors. Paid Data - Go into Google AdWords to evaluate the keywords that are crucial for your brand. Is the competition high for those keywords? If yes, then spot the businesses that are buying ads on those keywords. These paid ads might be competing with your content. Paid data will let you know about the competitors that you weren’t aware of. 2. How To Select The Right Metrics to Measure? Choosing The Metrics to Measure Choosing the correct metrics to measure your brand and performance depends upon your business objectives and your digital marketing strategy. Your strategies must be a mix of both, brand-based marketing and performance-based marketing. But it is not possible to consider everything during the process of building marketing intelligence for your business due to limited resources, therefore, you can focus on the following metrics. Brand-Based Metrics - Demographics of your audience. The shifting behavior of your audience across the web. The intent of your audience and major trends in the category. Performance of your competitors and their tactics on social media platforms?. Performance-Based Metrics - Your competitors’ keyword rankings (non-branded). Your competitors’ website traffic and acquisition channels. Your competitors’ budget for digital advertising on all platforms. Your competitors’ strategies for email marketing, SEO, paid ads, display ads, CRO. Apart from these metrics, when it comes to building a robust digital marketing strategy, you must know the essential details about your competitors like - What is their spend on ads?, What amount of traffic are they driving to their website? What type of content do they post and what is the retention rate? etc. 3. Gather Audience And Intelligence Data Of Your Competitors Intelligence gathering is a prime segment of effective marketing intelligence. Every business or brand collects Marketing Intelligence data in its way. Even local businesses keep an eye on ads that are displayed in the newspaper, on the other hand, large companies create their pool of data by buying data through various platforms. Almost every business in the world focuses on internal data provided by platforms like Facebook Audience Insights, Social Media Analytics, Google Analytics, Excel. It is very important to recognize your competitors’ online presence. This step is a time-consuming step of the research phase. Apart from internal data, try exploring their content that is publicly available such as product pages, websites, project teams, social media content, announcements, etc. You can evaluate this data to gather helpful insights. 4. Design A Competitive Analysis When we talk about evaluating the gathered intelligence data, we talk about breaking down the statistics or information to pull out crucial trends and important details. Once you have these chunks segregated into several other segments, it becomes easier for the whole organization to understand and interpret them. The information can be easily passed on to the whole organization. Design a competitive analysis for your business, it can be done in several ways. You can perform a benchmark analysis wherein you can gather all the information about your competitors and make a separate profile for each of them. Making such profiles are very beneficial because it allows you to see all the details of all the competitors in a single document. You can also perform ‘real-time’ analysis and track their actions. One of the most effective ways to keep track of your competitors’ actions is to set up instant alerts on their product changes, new customer feedback, etc. This will allow you to provide a day-to-day analysis to your team. 5. Communicate The Marketing Insights Throughout The Company Well, it’ll be a waste of time and effort if the gathered marketing intelligence data is not being utilized to enhance your marketing strategies. Therefore, it is necessary to pass on this vital information through some sort of platform to the whole organization. You can use dashboards provided by platforms like Google Data Studio and Tableau. The only issue with such dashboards is that they need to be updated constantly. Automatic dashboards can be costly and challenging for your team because they require integrations and APIs. A large number of companies share their marketing intel through email, some still rely on meetings, others use an internal team chat through communication tools like Slack or Campfire to deliver instant messages or updates to the team. You can also use tools provided by companies like intranet or wiki to deliver alerts to your team and store all the profiles of your competitors. Another way to deliver important updates about your competitors to your team is by choosing the old traditional method of providing slide presentations to them. Slides are simple, shareable, approachable, and can be easily accessed. You can mention your key points to your team and explain to them your objectives in a short time. 6. Convert Data Into Action And Action Into Results What is the ultimate aim of marketing intelligence? Better marketing performance and results, right? Whether you want an increase in sales, more brand visibility, a larger customer base, etc, there can be several different business goals. The most important thing is to link your marketing intelligence with your marketing strategies. Well, we still don’t have those software or tools that can magically build a link between your marketing intelligence and your marketing strategies. We can’t automate them. But there’s one thing that we all can do, it is the process of backing our strategies with our data. The sphere of marketing has evolved significantly. We can now rely on data-driven strategies. Most of the data that was collected in the past 10 years has largely affected the present state of our marketing environment. So whenever you are evaluating or developing marketing strategies, make sure that you come across both, internal as well as external data. So once you have identified your competitors, collected the data, analyzed it, and passed on the information to your organization, you need to convert your data into actions. For instance, the data gathered can be used to tweak your content marketing strategies, social media strategies, A/B tests or it can be used to develop new marketing plans. The data gathered about your competitors’ products or the pricing can be used by your product team or sales team in their sales processes respectively. The process of building marketing intelligence for your company is a very crucial step. As we have discussed earlier, marketing Intelligence is the day-to-day information collected from a company’s market.The data or metrics gathered can be very beneficial for a company. It can help a business like yours in making better business decisions. It can help your team in identifying important market opportunities and can help you to figure out market penetration strategies that can boost your company’s annual revenue. Make sure to follow these six steps to succeed with marketing intelligence in 2021. ...
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How Omnichannel Presence Creates a Seamless Customer Journey
Not long ago, the debate revolved around the terminology and correctness of using ‘multichannel’ and ‘omnichannel’ interchangeably. The difference, though subtle, holds a lot of significance now. To understand the difference between these similar-sounding terms, let’s unpack their meaning first. Gone are the days when brick-and-mortar stores were the only option. Nowadays, customers expect brands to offer multiple channels of contact, including online stores, social media, and even chatbots. But is it enough to simply be "multichannel," or should we strive for something more? This is where omnichannel retailing comes in. Yes, it may sound like just another buzzword in the ever-evolving marketing world, but omnichannel presence is so much more than having multiple channels of contact. It's about providing a seamless and consistent customer experience across all channels, from the physical store to the website and everything in between. In this article, we'll dive deep into the world of omnichannel presence and explore how it can make all the difference when it comes to building customer loyalty and satisfaction. What is an omnichannel presence? A brand's omnichannel strategy strives to offer customers a seamless and integrated experience across a variety of touchpoints or channels. E-commerce channels that might fall under this category include social media, email, websites, apps, mobile SMS, phone/call centers, and physical storefronts. Businesses can increase customer happiness and loyalty by offering a consistent experience across all channels. For instance, a consumer who searches for fashion advice on Instagram, goes shopping in person, and then purchases something online wants the same degree of support and assistance throughout the process. The consumer is more likely to feel appreciated and satisfied if a company can do that. Furthermore, delivering a great client experience requires a seamless transition between channels. Regardless of their channel to communicate with a company, customers anticipate their interactions will continue where they left off. For instance, if a customer adds an item to their online cart but chooses to finish the transaction in person, they anticipate finding the identical item in their basket when they get there. Therefore, an effective omnichannel strategy should strive to deliver a seamless and uniform experience across all touchpoints, encompassing both online and offline channels. Businesses can use this to promote client loyalty and happiness, increasing sales and revenue. Starbucks and its Amazing Omnichannel Strategies In 2018, Starbucks had 60 million monthly customers who had no connection to the brand online. In March 2018, the business made the decision to gate free Wi-Fi as a response. Customers first have to register with an email account in order to access the internet. In exchange for free Wi-Fi, Starbucks was able to obtain consent to reach customers via a new channel (email). Customers who had entered their email but had not yet registered for Starbucks Rewards (SR) were referred to as "digitally registered customers" internally. Since launching this category, Starbucks has added 10 million new digitally registered customers to its database. Starbucks developed exclusive discounts and experiences specifically for Rewards members to encourage channel adoption further. For instance, Starbucks Rewards members who order a handmade beverage in advance through the app (grande or larger) receive a coupon for a free drink that can be used within a week. Customers are encouraged to use the Starbucks app as part of this promotion, which calls for them to be signed up for Starbucks Rewards. Starbucks provides Rewards Members more than just one-of-a-kind deals. They frequently design whole experiences for their customer base. For instance, during their yearly "Starbucks for Life" promotion, Rewards members can amass game pieces by purchasing particular goods. Starbucks for Life is one of the rewards, along with $500 gift cards , Bose earbuds, and more! Starbucks has been successful in creating a digital relationship with clients through the use of these methods, converting them into devoted patrons who use the app to place orders in advance and pay for their drinks. This is an illustration of how Starbucks expanded its omnichannel retailing strategy through incentives and forced channel adoption and how other eCommerce companies might benefit from their technique. Steps to the Best Omnichannel Strategy Making sure that a customer's experience is seamless and consistent across all devices, channels, and platforms is a key component of implementing an omnichannel strategy. Providing a comprehensive view of the customer journey necessitates integrating and synchronizing several touchpoints, including social media, websites, mobile apps, email, chatbots, and in-store interactions. Starbucks is just one example of the multiple businesses that have expanded the capabilities of what their company can achieve by adopting a great omnichannel presence strategy. Here is a short guide on how you can build yours. 1. Analytics Don't worry. You're not the only one that struggles to give your customers a seamless buying experience across all platforms. The good news is that a solution is available in the form of omnichannel marketing analytics. For this to work, you'll need to set up a cutting-edge data and analytics tech stack. Fortunately, many external tools and solutions, including Customer Data Platforms (CDPs), can assist you in determining how efficient your sales and marketing initiatives are. Using data visualization, you can monitor all marketing initiatives made across all platforms, ascertain what is actually happening on various platforms, and immediately take necessary action. However, with 65% of marketers having issues with data centralization, data silos, and centralization are the second-biggest obstacles to a well-rounded omnichannel marketing plan. The first step is collecting information on who is visiting your website or other touchpoints, how they got there, and if they convert. ETL, or "extract, transform, load," is the procedure you must go through in order to examine this data. This entails gathering data from many sources, repurposing it, and placing it in a data warehouse. After you have all of this information, you can create the ideal omnichannel strategy by combining the following four elements: Prediction: More often than not, you should be able to anticipate what will happen next. For instance, you can expect that presenting consumers who are browsing a certain product page with comparable products will enhance conversions if you discover that they convert more frequently. Real time monitoring: Dashboards should enable you to keep an eye on your marketing and consumer interactions in real time. For instance, you can act right away to look into the issue and make improvements if you see a dramatic decline in website traffic or email open rates. Customer information: You should be able to Extract customers' historical and profile-related data as well as their current behavioral data from your website and app, email campaigns, social media, customer reviews, comments, and ratings, support tickets, or claims. You may then customize your marketing initiatives by developing a thorough understanding of each customer's journey. Cohorts, segments, and workflow: Create cohorts, segments, and workflows that enable you to identify accomplishments and issues quickly and take immediate corrective action. For instance, you may establish a cohort of clients who have made several transactions over the past year and extend a loyalty program to them in an effort to keep them coming back. 2. Trace the Customer's Journey Building an effective omnichannel strategy that grabs your consumers' attention, resonates with them, and turns them into repeat customers requires a thorough understanding of the customer journey. To do this, you must figure out where your clients are currently present and what platforms they frequently use, as well as information about their purchasing patterns, preferred social media sites, and events that catch their attention. Yet, simply knowing where your clients are is insufficient. You must comprehend their path from discovery to purchase, as well as their Zero Moment of Truth (ZMOT), or the point at which they decide whether or not to buy your product after doing some research. This frequently happens before consumers ever reach your website, emphasizing the value of being present across a variety of platforms and touchpoints. You must map your customers' pre-purchase journey using analytics in order to determine the best conversion paths. You will gain knowledge of their interactions with your brand and the most effective touchpoints as a result. Using this information, you can design an omnichannel purchasing process that converts every digital touchpoint into a customer action. Making each touchpoint interact with your clients in an integrated and personalized way is essential to attaining this goal. This can be accomplished by directing your clients toward conversion with the help of targeted advertising, email campaigns, social media involvement, and tailored suggestions. In the end, developing a successful omnichannel strategy necessitates ongoing investigation, evaluation, and development. You can design a purchasing experience that thrills and inspires your customers by understanding their requirements, interests, and behaviors. This will foster long-term loyalty and success for your company. 3. Make Every touchpoint count Customers today want a smooth purchasing experience, which necessitates making every touchpoint shoppable. So, exactly what does that mean? It implies that every time a customer engages with your brand, they need to be able to make a purchase easily and smoothly. Consider a scenario in which a client visits your website and adds a product to their shopping basket. Later, while they peruse their social media stream, they come across an advertisement for your company that features the very same item they were debating. When they click the advertisement, they are immediately redirected to your website, where the item is already waiting for them in their shopping basket. This is an illustration of a shoppable touchpoint that promotes customer loyalty to your business and eventually results in a sale. Email is yet another illustration of a shoppable touchpoint. It's possible that a consumer added items to their cart but decided against making the purchase before checking out. Sending them a reminder email with a quick link to their shopping basket allows them to quickly resume where they left off and complete the transaction. In conclusion, establishing a seamless customer experience that reduces friction and increases sales potential entails making every touchpoint shoppable. It all comes down to giving customers a convenient and tailored purchasing experience that satisfies their demands and encourages repeat business. In Conclusion Finding their strongest consumer touchpoint and providing clear incentives for channel adoption are crucial for eCommerce stores aiming to extend their omnichannel shopping strategy. Saffron Edge's portfolio of products and services, which are intended to increase consumer engagement and boost revenue, can assist eCommerce organizations in achieving this. Visit our website right away to find out more about how we can assist your eCommerce company in developing a digital interaction with clients and in enhancing your omnichannel retailing strategy. ...
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Why Do You Need Content Curation?
Content has become king when it comes to online marketing, which has prompted a rush of people to create useful and interest content for their potential customers. Unfortunately, creating useful and interesting content is much easier said than done, which is why some people choose to blend it with a smart and sensible approach called content curation. Like its name suggests, content curation means searching for the useful and interesting content that can be found on the Internet before presenting it for the pleasure of potential customers. It prevents businesses from having to come up with its own content, which means saving a significant amount of time, effort, and other resources. Better still, it provides businesses with much the same benefits, serving to make their inbound marketing that much more efficient and effective in the long run by establishing their expertise and experience. --> Simply put, content curation is an invaluable tool of online marketing in the modern age, though it should be noted that like most tools, it needs a master to make use of its full potential. How Can You Master the Art of Content Curation? Businesses can master content curation by keeping these tips in mind: Although businesses can just find useful and interesting content before presenting it to their potential customers, this is not a reliable method for building their reputation in the long run because the nature of such services makes them replaceable. Instead, they need to make sure that they are adding some sort of value to the content that they are presenting. For example, one great way for businesses to add value is to present the right content in response to a perceived need in their potential customers, thus saving them from having to do to searching on their own. Businesses need to make sure that the content they present are tailored to the needs and interests of their potential customers, much the same as when they are creating useful and interesting content of their own. Those that do not understand their potential customers are doomed to fail, meaning that they need to either conduct market research or gain similar insight through some other means before getting started. If businesses are not sure how to start when it comes to content curation, they should not hesitate to look at what other content curators are doing. In fact, the simplest and most straightforward way to learn content curation is to look at what the most successful content curators in the business's chosen field are doing, though it is important to note that the best content curators must learn to step off of the path of emulation once they are confident in their work. Finally, it is important to note that the best way to learn content curation is to practice and practice. Businesses should look at how their potential customers respond to their content curation, make small changes based on their responses, and then look at the new results in order to engage in a constant process of improvement that will enable them to keep up with their competitors. Further Considerations With that said, it is important to remember that mastering content curation for inbound marketing purposes is something that needs a significant investment of both time and effort. As a result, those who cannot spare such resources for inbound marketing should not hesitate to outsource such tasks to an inbound marketing specialist . ...
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