Die Geheimnisse erfolgreicher Direct-to-Consumer-Unternehmen lüften

In today's fast-paced e-commerce industry, businesses always look for ways to optimise their websites and product pages to increase sales and revenue. One effective method to achieve this goal is A/B testing, also known as split testing. This powerful tool allows you to compare different versions of your product pages and identify which elements drive the most conversions.

E-commerce experts have long advocated for A/B testing, urging businesses to continually experiment with their website and product page designs to find the most effective strategies for driving sales. In this blog post, we'll explore 10 A/B tests of e-commerce brands' product pages proven to generate sales. We'll also provide brand examples and statistics to support the increase in conversion lift.

So, what product page optimization A/B tests should you run to generate more sales?

1. Test product images

Your product images are the first thing your customers see, so making them visually appealing is crucial. Test different angles, lighting, and backgrounds to see what resonates with your audience.

Here are some types of product images that brands can test:

1. Lifestyle images show the product in a real-life context or setting, such as in use or a room. Lifestyle images can help customers visualize how the product might fit into their lives.
2. Product-only images: These images show the product on a plain white or neutral background without distractions. Product-only images can help customers focus on the product itself and its details.
3. Action shots: These images show the product being used or demonstrated, such as a person wearing clothing or using the equipment. Action shots can help customers understand how the product works and how it might benefit them.
4. Close-up images: These images show the product up close, highlighting its features and details. Close-up images can help customers decide about the product's quality and craftsmanship.

Amazon, Wayfair and Warby Parker increased conversion by up to 47% with product image tests!

Amazon is a successful business that relies heavily on testing product images, resulting in a 27% increase in customer conversions. (Source: HubSpot)

Wayfair, an online furniture and home decor retailer tested product images for their rugs category and found that using lifestyle images, which showed the product in a room setting, increased conversion rates by 47%. (Source: CXL)

Warby Parker, an online eyewear retailer, found that showing the glasses on a model's face increased conversions by 12%. (Source: Shopify)

2. Test product descriptions

Your product description should be informative and persuasive. Test different lengths, tones, and formatting to see what drives more conversions.

Here are some examples:

1. Length of description: Some customers prefer shorter, more concise descriptions, while others want more detailed information about the product.
2. Brands can test different tones of voice in their product descriptions, such as formal or conversational, to determine which resonates best with their audience.
3. Features vs. benefits: Some customers may be more interested in the product's features, while others may be more interested in how the product will benefit them.

Asos, Kiehl's and Moosejaw increased product page conversion by 30% with product description test

Fashion retailer ASOS tested shorter product descriptions and found that they led to a 5.8% increase in conversions. While skincare brand Kiehl's tested product descriptions that emphasized the benefits of their products and saw a 22% increase in sales.

Outdoor retailer Moosejaw tested the length of their product descriptions and found that longer descriptions increased conversions by 30%. (Source: HubSpot)

3. Test product titles

Your product title should be clear and keyword-rich. Test different wordings and formats to see what gets more clicks and conversions.

Here are some types of product titles that brands can test:

1. Testing various keyword combinations can help brands discover the most relevant and popular search terms for their products.
2. Brands can test whether including their brand name in the product title is more effective in driving sales.
3. Brands can test special characters, such as asterisks or emojis, in their product titles to make them more visually appealing and stand out from the competition.

Zappos and Etsy's product title tests to boost conversion

Etsy is an e-commerce platform that allows individuals and small businesses to sell handmade or vintage items. They tested different variations of product titles and found that titles that included specific descriptors, such as color or material, led to a 12.9% increase in sales.

Online retailer Zappos found that adding specific keywords to their product titles increased their search engine visibility and organic traffic by 7.5%. (Source: Neil Patel)

4. Test product reviews

Social proof is a powerful motivator for customers. Test displaying reviews on the product page and experiment with different formats, such as a star rating or a written review.

Here are some types of product reviews that brands can test:

1. E-commerce brands can test the impact of review content on conversions. For example, they can test whether reviews that highlight specific product features or benefits are more effective in driving sales than reviews that are more general.
2. Brands can test whether reviews from verified purchasers or from third-party review sites have a greater impact on conversions.
3. E-commerce brands can test where product reviews are placed on the product page, such as above or below the product description or near the "Add to Cart" button, to determine the most effective placement for driving conversions.

+15% CRO with product reviews like Sephora

Sephora is a popular beauty retailer that allows customers to leave reviews on products. They tested the placement of the reviews section on their product pages and found that moving it higher on the page led to a 15% increase in conversions.

Electronics retailer Best Buy tested displaying reviews on their product pages and found that products with reviews had a 15% higher conversion rate than products without reviews. (Source: Bazaarvoice)

5. Test call-to-action (CTA) buttons

Your CTA button should be prominent and clearly communicate what action you want the user to take. Test different colors, wording, and placement to see what drives more clicks and conversions.

Here are some types of CTA buttons that brands can test:

1. Sticky buy button: Brands can test a sticky buy button that stays visible on the screen as the customer scrolls down the page. This can make it easier for customers to make a purchase without having to scroll back up to find the buy button.
2. Display the price on the buy button: Brands can test displaying the product price directly on the buy button to make it more prominent and easily visible to customers. This can help customers make purchasing decisions more quickly, without having to search for the price elsewhere on the page.

6. Test social proof

As mentioned earlier, social proof is a powerful motivator for customers. Test displaying social proof, such as the number of likes or shares a product has received, on the product page.

Here are some types of social proof that brands can test:

1. Brands can test different types of social proof, such as customer reviews, ratings, testimonials, or trust badges, to determine which types are most effective for their target audience.
2. Test the placement of social proof: For example, placing customer reviews near the top of the page may be more effective in building trust with customers, while placing trust badges near the CTA button may be more effective in increasing conversions.

Online fashion retailer Nasty Gal found that adding a "most loved" section to their product pages increased conversions by 8%. (Source: Optimizely)

7. Test shipping and returns information

Customers want to know what to expect when it comes to shipping and returns. Test different messaging and formats, such as displaying shipping information as a pop-up or a dedicated section on the page.

1. Offering free shipping or free returns for a limited time or on specific products, can be a powerful incentive for customers to make a purchase.
2. Offering free shipping or free returns on orders over $50 may incentivize customers to add additional items to their cart in order to qualify for the free shipping or returns.
3. Displaying the different delivery methods available for a product can help customers make an informed decision about their purchase. Brands can test the effectiveness of this strategy by displaying delivery options such as standard shipping, express shipping, or same-day delivery.

Online retailer ASOS tested different messaging for their shipping and returns policies and found that adding a "free returns" message increased conversions by 8%. (Source: Econsultancy)

8. Test product recommendations

Product recommendations can help increase sales by suggesting complementary or related products. Test different recommendation strategies, such as displaying them on the product page or in a pop-up after a user adds an item to their cart.

Clothing retailer Bonobos found that adding product recommendations to their cart page increased their average order value by 33%. (Source: HubSpot)

In conclusion, A/B testing is a powerful tool for optimizing your product pages and increasing your sales. By testing different elements such as product images, descriptions, pricing, and social proof, you can identify the most effective strategies for your audience and grow your e-commerce business. Keep testing, e-commerce warriors!

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Bonjour, e-commerce enthusiasts! You've come to the right place if you're looking to expand your business to France and tap into its growing e-commerce market. In this blog post, we will confidently explore the ten keys to a successful e-commerce launch in France and capitalize on the thriving online shopping market in one of Europe's largest economies.

France is a unique and lucrative market for e-commerce businesses. According to a report by Mordor Intelligence, France's e-commerce market is projected to grow from USD 125.66 billion in 2020 to USD 215.88 billion in 2028, with a CAGR of 7.4% during the forecast period 2023-2028. This makes France an attractive market for online retailers looking to expand their reach and tap into a new customer base.

With that in mind, let's explore the 10 keys to launching your e-commerce business in France and capturing a share of this lucrative market.

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1. Know your French consumers

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Before launching your e-commerce business in France, it's essential to understand the French consumer behavior.

• Recent statistics show that in 2022, there were over 50 million e-commerce users in France, which ranks third after Germany and the United Kingdom. (source: Statista)
• In the fashion and apparel industry, there has been a shift towards online shopping in France in 2021. Among those aged 18-24, 57% intend to buy clothing online, while 54% of those aged 25-34 also plan to do so. In contrast, only 32% of those aged 65 and over indicated an intention to purchase apparel online.
• Moreover, most French shoppers (64%) compare prices online across retailers, and over one-third of shoppers use their mobile phones in brick-and-mortar stores. French shoppers increasingly adopt an omnichannel approach, utilising online and mobile resources to compare prices and make purchases.
• Finally, a growing trend of "re-commerce" in France refers to buying and selling second-hand products online. This trend is reportedly on the rise and constitutes a significant source of income for sellers, averaging €67 per month.

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2. Research the competition

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According to Statista, the e-commerce market in France is highly competitive, with over 200,000 e-commerce websites in 2020. Identify your competitors in the French e-commerce market and analyse their strengths and weaknesses. This will help you differentiate yourself and offer unique value to your customers.

It's hard to say precisely how many e-commerce websites were live in France in 2022.

According to the Baromètre des DNVB from the Digital Native Club, they were 592 DNVB in France in 2021.

Moreover, reports showed that in 2022, 2.3 billion transactions were completed on retail internet websites in France, representing an increase of 6.5% from the previous year.

In 2021, an increasing number of brands have been adopting an omnichannel approach:

• 48% of digitally native vertical brands (DNVBs) were incorporating retail sales
• 49% of DNVBs were selling their products on marketplaces
• 56% of DNVBs were engaging in wholesale selling.

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3. Choose the right products

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According to Statista, Fashion was the leading e-commerce category in France as of January 2022, purchased by nearly 60% of online shoppers. Cultural products ranked second, with 47% of online shoppers purchasing them.

However, Eworldtrade lists the top-selling products in France online in 2022:

1. Consumer goods,
2. Clothing,
3. Food and beverages,
4. Home electronics,
5. Sports equipment,
6. Books,
7. Beauty and personal care,
8. Toys,
9. Hair care products
10. Sports and fitness.

Finally, a study from Statista shows the share of online sales per product category in France, with electronics and media being the most significant product category for online sales in 2022, followed by fashion and beauty.

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4. Optimise your website on mobile

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If you plan to launch your e-commerce business in France, prioritise mobile optimisation as a key part of your strategy.

• 53.3% of French buyers (22.3 million) purchased from mobile devices in 2022. That's according to a recent study, which also found that 46% of e-buyers use multiple screens when shopping online, with mobile devices being their preferred choice. This trend towards mobile-first shopping means having a mobile-optimised website is crucial for adapting to the French market and pleasing Google's search algorithm.
• According to a report by Insider Intelligence, mobile commerce (m-commerce) sales are expected to account for 43.4% of total retail e-commerce sales in 2023 in France, up from 41.8% in 2022. This suggests that many e-commerce transactions in France will be made through mobile devices in the coming years.
• A mobile-first strategy can give you a significant advantage in SEO, as Google has emphasised mobile-friendliness in recent years.

Optimising your e-commerce website for mobile devices can improve the user experience for your customers, increase your site's ranking on search engine results pages, and make it easier for French consumers to find your products online.

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5. Optimise for French SEO

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According to a study by the European Commission, 90% of internet users in Europe prefer to visit websites in their native language, while 42% never purchase products and services in a foreign language.

According to a study by SEMrush, 43% of searches on Google France are local searches. Local SEO is essential for ranking higher in French search results.

SEO optimisation is essential to deliver french customers a memorable user experience. Choose local keywords for your website and build local citations and backlinks.

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6. Offer flexible payment options

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As an e-commerce business owner looking to expand your reach in France, it's essential to understand the buying preferences of French consumers.

• In 2021, the most popular payment method for online shopping in France was credit or debit card, with almost 60% of French respondents stating a preference.
• One payment type gaining popularity among French shoppers is split payments, which allows them to make a significant online purchase by splitting the payment into smaller, more manageable amounts. In fact, dividend payments are becoming increasingly essential for French consumers, particularly in the travel market. According to recent statistics, split payments account for between 60 and 80% of purchases in this sector, highlighting just how important this payment method has become.
• On the other hand, buy now pay later payments are expected to experience impressive growth in France, with an annual increase of 20.1% projected to bring the total value to US$11,583.2 million by 2023. By offering BNPL as a payment option, you can tap into this trend and give French consumers the flexibility and convenience they crave when shopping online.

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7. Provide excellent customer service

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83% of customers consider good customer service as their most important criterion for deciding what to buy, not including logistical considerations such as products and prices offered.

In 2022, a study showed that 91% of French people contacted customer service in the last 12 months, primarily through email (84%) and phone (74%). This is a 13-point increase from 2021, with an average of 2.6 requests made in 2022 compared to 1.6 in 2021. Additionally, 3 out of 10 French people (32%) now use social media to contact customer service.

64% of French people report talking about their experience, mostly with their close circle (59%), with only 5% sharing on social media.

French consumers value high-quality customer service. Ensure you have a great customer service team in place and prioritise customer satisfaction.

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8. Build brand awareness

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Building brand awareness is critical to launching a successful e-commerce business in France. It involves increasing your brand's recognition and visibility among your target audience. Here are some effective strategies to build brand awareness:

• Leverage digital media: Forbes reports that digital media strategies are among the top methods for enhancing brand awareness in 2023. Digital media allows you to reach a wider audience through social media, search engines, email, and display advertising. By crafting a compelling digital media strategy, you can create engaging content that resonates with your target audience and helps increase your brand's visibility.
• Develop a brand awareness campaign: A brand awareness campaign familiarises consumers with your product or service. According to Attest, a marketer's guide to brand awareness campaigns involves defining your brand message and targeting the right audience. With the right messaging and targeting, you can raise brand awareness and help consumers understand what sets you apart from your competitors.
• Use multiple marketing tactics: There are various digital marketing tactics to increase brand visibility and awareness, such as influencer marketing, brand advertising, SEO, content marketing, social media, and brand partnerships. Using multiple tactics to measure brand awareness will give you a more well-rounded picture of how your brand resonates with consumers. By tracking brand awareness through various methods, you can gauge which tactics work best for your brand and adjust your strategy accordingly.
• Measure your brand awareness: It's essential to track your brand's awareness to see how well your marketing efforts are working. Use surveys, website analytics, and social media metrics to measure your brand's reach, engagement, and sentiment. This data will help you understand how consumers perceive your brand and identify areas for improvement.

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9. Localise your marketing campaigns

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When advertising to French consumers, brands should consider localising their ads. Localisation involves adapting a product or service to meet a particular country or region's language, culture, and other specific requirements. Here are some reasons why e-commerce brands should prioritise localisation when targeting French consumers:

1. Cultural differences: When designing an advertising campaign for French consumers, it's important to consider their unique cultural preferences and values. For example, advertising in France often incorporates humour and irony and appeals to emotions rather than reason.
2. Language barriers: While many French people speak English, it is still essential to translate ads into French to ensure that they resonate with the local audience. Brands that fail to do so risk being seen as disrespectful or indifferent to French culture.
3. Increased engagement: Localised ads are more likely to resonate with French consumers, as they are designed to meet their specific needs and preferences.
4. Higher revenues: studies have shown that localisation can lead to higher revenues for multinational enterprises. By localising their products, services, and marketing campaigns, brands can tap into new markets and increase sales.

Brands have many compelling reasons to prioritise localisation when targeting French consumers. By considering cultural differences, language barriers, and other specific requirements, brands can increase engagement, build customer loyalty, and drive revenue growth.

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10. Monitor and analyse your performance

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In France, the average conversion rate for e-commerce websites is 1.10%, which is relatively low compared to other countries. For example, Germany has a conversion rate of 2.22%.

To succeed in e-commerce in France, it is important to track your performance. You can measure success by monitoring the number of website visitors, purchases, and revenue. Utilise tools to better understand your data and make informed decisions that will help you sell more in France. Continuously monitor your metrics and use what you learn to improve and increase sales even further.

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In conclusion, launching an e-commerce business in France can be a lucrative opportunity if done correctly. By understanding the French consumer, researching the competition, selecting the right products, optimising your website and marketing, and monitoring your performance, you can successfully launch your e-commerce business in France and tap into the growing market. Remember to remain adaptable and adjust your strategy as you navigate the market to ensure continued success.

In today's world, where online shopping has become the norm, having an optimised product page is more important than ever. It can be the difference between making a sale or losing a customer to a competitor. But with so many factors to consider, it can be overwhelming to know where to start.

We got greatly inspired by Bigblue’s CEO, Tim Dumain, latest LinkedIn post. We compiled his expert tips to create a cheat sheet that any European brand can safely copy to improve its conversion rate.

In this article, we'll focus on what happens above the fold, as that's where most of your visitors will spend their time. We'll cover everything from mobile optimisation to product pictures and reassurance strategies. Each tip is backed up by statistics, so you can be sure that it's tried and tested. And if you stick to this cheat sheet, you can expect a massive increase in your e-commerce cvr.

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Infographic: The perfect e-commerce product page

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0. Make it mobile-first

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Prioritise the page's mobile experience, as most traffic will likely come from mobile devices; 57% of online traffic in the US comes from mobile devices. (Statista) Make sure the page is optimised for small screens, easy navigation, and quick load times. 53% of mobile users leave an e-commerce website if a page takes over three seconds to load. (Think with Google)

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Brands using mobile-first design approach for the win

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• Gymshark: This fitness apparel D2C business has a mobile-first approach to its website, with a seamless mobile shopping experience.
• Warby Parker: The eyewear brand's mobile site is optimized for quick load times and easy navigation, making it easy for customers to shop on the go.

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1️. Engaging product naming - 78% CVR increase

Choose a descriptive and concise name that immediately communicates the product's value; 64% of customers purchase after watching a branded social media video. (Tubular Insights)

Consider the name as an advertisement (the first thing one sees when landing on your page), so make it catchy, or they leave faster than they arrived. 80% of consumers say they are more likely to buy a product with a personalized experience. (Epsilon)

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Brands enchanting clients with strong value propositions

• Dollar Shave Club: The subscription-based razor consumer brand's value proposition is clear and concise: "A great shave for a few bucks a month."
• Casper: The mattress company's value proposition is focused on providing a better night's sleep: "Better sleep for brighter days."

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2️. Product rating - Up to 380% CVR increase…

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Showcase product ratings and reviews on the page to enhance customer trust and boost conversions. 95% of shoppers read online reviews before making a purchase. (Spiegel Research Center)

Ensure that the ratings and reviews are easily accessible, noticeable, and clickable, as 86% of customers hesitate to buy products or services from a business with negative online reviews. (ReviewTrackers)

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Using reviews to boost sales and decrease CAC

• Hims: The men's health brand includes customer reviews on their product pages, showcasing the effectiveness of their products and building trust with potential customers.
• Outdoor Voices: This activewear brand features user-generated content on their website, showcasing real customers wearing their products and creating a sense of community.

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3️. Buy button - ∞ CVR increase

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→ Make it BIG and use contrasting colours to make it stand out; buttons with contrasting colours increase conversion rates by up to 28%. (Neil Patel) → Consider a sticky button (that stays at the bottom of the screen); sticky add-to-cart buttons can lead to a 3.3% increase in conversions. (Conversion XL) → Include the price inside the button to save space (critical on mobile). Adding the price to the CTA increased clicks by 38%. (Unbounce)

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Make it easy to buy

• Glossier: This beauty brand's website features a prominent "Shop now" call-to-action button on its homepage, making it easy for customers to start shopping immediately.
• Allbirds: The sustainable footwear brand's product pages include clear "Add to cart" and "Buy now" buttons, prompting customers to take action.

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4️. Fast shipping tags - 35% CVR increase on average

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Fast delivery is the new standard Amazon sets; your buyers expect that much; 41% of shoppers expect a two-day delivery option. (BigCommerce) Display fast delivery options and estimated delivery time to ease customer concerns. Offering a delivery date can increase conversion rates by 8.6%. (Baymard Institute)

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The faster, the better

• Amazon Prime members can get free two-day shipping on eligible items and access to same-day and one-day shipping in select areas.

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5️. Free shipping everywhere

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No one likes to pay for shipping, especially when it significantly adds to the cart. You have to advertise a free-shipping option; 58% of shoppers would add more items to their cart to qualify for free shipping. (BigCommerce) You don't have to make it free always; offer it against a subscription (if you have one) or for a higher order value! Offering free shipping with a minimum purchase amount increased orders by 90%. (Unify)

Using free shipping to sell more

• Zappos: Zappos is well known for its free shipping policy, which includes free shipping on all orders, no matter the size.
• Sephora: Sephora offers free shipping on all orders over $50 and free shipping on all orders for its Beauty Insider members.

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6️. Product pictures

Did you know that 67% of consumers say that the quality of a product image is "very important" when making a purchase decision online? That's why it's crucial to showcase your product with high-quality images. In addition, using human models and user-generated content can increase conversions by up to 6% by showing potential customers what the product looks like in real-life situations.

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Help them imagine themselves using your products

• Glossier: The beauty brand's website features high-quality images of its products, including product shots, lifestyle images, and user-generated content.
• Cabaïa: The backpack brand features their very Parisian employees using their backpacks on the product pages. It doesn’t get more real than this!

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7️. Bundles/Variations

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Offering variations and bundles is a great way to increase your average order value (AOV) and encourage repeat purchases. Products sold in bundles have a 42% higher AOV than those sold separately. By streamlining product comparison with a single page for colour/size options, you can make it easier for customers to decide, leading to a 27% increase in conversions.

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Increasing your average shopping basket value with bundles

• Unbottles: The zero-waste personal care brand offers bundles of its products at a discounted price, encouraging customers to purchase multiple items simultaneously.
• ThirdLove: The lingerie brand offers a wide variety of sizes and colour options for its products, making it easy for customers to find exactly what they want.

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8️. Reassurance

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Reassuring customers that their purchase is safe and secure can be a deciding factor when it comes to making a purchase. Offering "Buy now, pay later" options can increase your conversion rate by up to 56% while offering free returns or a money-back guarantee can increase your CVR by up to 105%.

Building trust efficiently

• Bombas: The sock brand offers a "Happiness Guarantee," allowing customers to return products for any reason within 30 days of purchase.
• Casper: The mattress brand offers a 100-night risk-free trial, giving customers peace of mind when making a big purchase.
  

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By implementing the tips outlined in this cheat sheet, you'll be well on your way to creating the perfect product page for your D2C brand. From prioritising mobile optimisation to providing reassurance through flexible payment and return options, each element of your page plays a crucial role in building trust with potential customers and ultimately driving conversions. Don't forget to regularly test and refine your product page to ensure continued success.

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Happy optimising!

Email marketing is one of the most effective marketing channel to reach customers and promote products or services. And when it comes to sales periods, delivering timely, relevant, and engaging content to your subscribers becomes even more critical.

To inspire you, we've gathered five examples of great email campaigns from sales periods Q1 2024 that caught our attention. These campaigns used innovative strategies, creative designs, and personalised messaging to increase open rates, boost conversions, and drive customer loyalty.

Campaign #1: "Exclusive Pre-Sale Access" by Rouje

During winter sales, Rouje offered subscribers exclusive pre-sale access to its new collection before the official launch date. By creating a sense of exclusivity and urgency, the brand encouraged its customers to take action and purchase before the items ran out of stock.

The email itself was well-designed, featuring eye-catching GIF and clear calls-to-action that directed subscribers to the pre-sale section of their website. The subject line, "The archives ... in avant-première!", was attention-grabbing and helped ensure that many subscribers opened the email.

Overall, Rouje pre-sale email campaign was a great example of using email marketing strategy to boost sales during a sale period. By offering early access to their most engaged subscribers, they created a sense of excitement and urgency that helped drive more sales during this high competitive sale period.

Campaign #2: "Limited-Time Sales" by Soi Paris

In this email, french brand Soi Paris alerted their subscribers to a special promotion that was only available for a short period. By creating a sense of urgency, french brand Soi Paris was able to drive more sales during the promotion period.

The email was well-designed, with clear and concise messaging highlighting the promotion's benefits and a virtual countdown timer. The subject line, "Last call Sales : -15% extra 🤩!" was attention-grabbing and conveyed a sense of urgency to subscribers.

To make it easy for subscribers to find relevant products, Soi Paris added clear calls-to-action that categorised products by size, saving subscribers time and allowing them to find the products they wanted to purchase quickly.

Moreover, Soi Paris is a brand that knows how to get its subscribers to take action. In their sales email campaigns, they use high-engaging CTAs to create a sense of urgency and encourage subscribers to click and purchase. For example, by explaining that their sales are stock-limited and using a CTA like "I'm the first," they are able to tap into their subscribers' fear of missing out and incentivize them to act quickly. This approach not only helps drive sales during their sales period but also builds excitement and anticipation among their subscribers.

Overall, Soi Paris' limited-time offer email campaign was a great example of how to use email marketing to drive sales during a sale period. By creating a sense of urgency, offering extra discounts, and making it easy for subscribers to find relevant products, they were able to motivate subscribers to make a purchase during the limited-time off.pers

Campaign #3: "Personalized Sale Experience to Boost Your Sales" by Gymshark

During sales, it can be challenging for brands to showcase their products without overwhelming their customers. Gymshark, a famous fitness apparel brand, faced this challenge and found an effective solution during their recent sales campaign.

Instead of sending a generic sales email with thousands of items on sale, Gymshark sent a single email with different calls-to-action (CTAs) linked to several categories. Customers could click on the CTA that interested them, and were immediately directed to the relevant category on the website.

This approach allowed Gymshark to effectively showcase their products without overwhelming their customers. This increased engagement and conversions and helped Gymshark better understand their customers' preferences for marketing automation and future email marketing campaigns.

Overall, Gymshark's approach shows that personalisation can be simple and require advanced technology. Sometimes a simple solution, such as providing category-based CTAs, can be as effective in providing a personalised and relevant customer experience during a sales period.

Campaign #4: "Showcase Your Products: Promoting Actual Stock Instead of Sales" by Asphalte

Are you tired of seeing the same old sales promotions every year? Asphalte is doing things a little differently this winter season. While most brands are launching their winter sales, Asphalte is closing out their January Stock Sale and doing it without any traditional sales discounts.

Unlike other brands, Asphalte only produces what is pre-ordered, which allows them to guarantee the right price and reduce waste. Plus, they offer an additional 5% to guarantee exchanges and refunds, ensuring their customers are satisfied.

So if you're looking for a discount on Asphalte products during winter, you won't find one. However, if you're quick, you can still take advantage of their January Stock Sale.

This approach aligns with their brand values of sustainability and responsible production and allows LMN Home to better serve their customers by providing high-quality products at a fair price. So if you're looking for something new and different this sales period, why check out LMN Home's January Stock Sale? You might find the perfect addition to your home, guilt-free.

Campaign #5: "Refer a Friend and Save" by Unbottled

Last but not least, we have Unbottled's refer-a-friend email campaign. In this email, Unbottled incentivized their subscribers to refer their friends to the sustainable cosmetic brand by offering them a 10€ discount on their next purchase. By tapping into the power of word-of-mouth marketing, Unbottled could drive more sales during their sales period while encouraging their subscribers to spread the word about their sustainable products.

In addition to driving sales during sales periods, using a refer-a-friend strategy can also be an effective way to grow your email list. When subscribers refer their friends to your business, they are essentially vouching for your products or services, which can help build trust and credibility with new potential customers. Plus, when those new customers give you their email addresses to take advantage of a refer-a-friend offer, you'll be able to add them to your email list and continue to market to them in the future.

Overall, Unbottled's refer-a-friend email campaign was a great example of using email marketing to drive sales during a sale period while promoting their sustainable products. By incentivizing their subscribers to refer their friends and offering them a discount, Unbottled was able to tap into the power of word-of-mouth marketing and drive more sales during their sales period.

E-commerce has come a long way since the first online transaction took place in the 1990s. Over the years, we've seen significant growth in the industry, and it shows no signs of slowing down. Experts predict the global e-commerce market will reach a staggering $6.5 trillion by 2023.

As more and more consumers turn to online shopping, businesses must keep up with the latest trends to remain competitive.

1. Personalisation is Key

Personalisation matters to consumers. A whopping 77% of them havpe chosen, recommended, or paid more for a brand that delivers a personalised service or experience. And it's not just lip service – 83% of consumers are willing to share their data to create a more personalised experience. This shows that businesses prioritising personalisation can drive loyalty and retention and gain a competitive edge in today's market.

AI-Powered Personalisation

Artificial Intelligence (AI) is one of the key technologies driving personalisation in e-commerce. AI algorithms analyse customer data such as past purchases, search history, and demographic information to create personalised product recommendations, pricing, and marketing messages. AI can also personalise website and app interfaces, such as displaying product categories and search results based on the customer's interests.

For example, Amazon's product recommendation engine uses machine learning algorithms to suggest products based on a customer's browsing and purchase history. The recommendations become more accurate over time as the AI system learns more about the customer's preferences.

Personalised Recommendations

Product recommendations are a critical part of personalisation in e-commerce. According to a study by Accenture, 65% of consumers are more likely to purchase if a retailer recommends options based on their purchase history.

Retailers can use various techniques to create personalised product recommendations, such as collaborative, content-based, and hybrid filtering. Collaborative filtering recommends products based on what other customers with similar interests have purchased, while content-based filtering recommends products based on the customer's browsing history and product descriptions. Hybrid filtering combines both approaches to provide more accurate recommendations.

Customised User Experience

Personalisation is not limited to product recommendations. E-commerce businesses can use customer data to customise the entire user experience, from website design to marketing messages. For example, a company can display different product categories or promotions based on the customer's geographic location, weather, or time of day.

A study by Epsilon found that personalised emails are 26% more likely to be opened and studies have shown that revenue is 5.7 times higher in emails that employ personalisation than generic emails. This highlights the importance of customised marketing messages in e-commerce.

Personalizing your post-purchase emails can lead to a better customer experience and higher ROI. At Bigblue, our customers' post-purchase emails have an average open rate of 75%. These emails can be a great opportunity to share sponsorship offers, discount coupons, and even preview upcoming sales with your customers.

In conclusion, personalisation is crucial in e-commerce to meet the expectations of modern consumers. AI-powered personalisation, recommendations, and customised user experience are some of the top trends in this area for 2024. E-commerce businesses prioritising personalisation will be better positioned to retain customers and increase sales in the highly competitive online marketplace.

2. Mobile Optimisation is a Must

In the age of smartphones and tablets, a mobile optimisation is no longer an option for e-commerce businesses; it's a necessity. Mobile devices have become the primary means of accessing the internet, and this trend is only set to continue with the rollout of 5G networks.

Mobile-Friendly Design

Mobile optimisation starts with designing websites and apps that are optimised for smaller screens. This includes creating responsive designs that adapt to different screen sizes, simplifying navigation, and optimising page load times. A study by Google found that 53% of mobile users abandon sites that take more than three seconds to load.

Interactive content is also becoming increasingly popular on mobile devices. E-commerce businesses can use interactive features such as quizzes, product configurators, and virtual try-ons to engage customers and provide a more personalised shopping experience.

Accelerated Mobile Pages (AMP)

Accelerated Mobile Pages (AMP) is a technology that allows websites to load quickly on mobile devices by stripping down the code and only loading essential elements. Google prioritises AMP pages in its search results, which can give e-commerce businesses a competitive advantage. A study by Google found that AMP pages load four times faster and use 10 times less data than non-AMP pages.

Mobile Payment Options

Mobile payment options are also essential for e-commerce businesses. Customers expect to be able to pay for their purchases using their mobile devices, whether it's through mobile wallets like Apple Pay or Google Wallet, or through mobile-optimised checkout processes. A study by eMarketer found that mobile payments are expected to reach $1.9 trillion globally by 2025.

Progressive Web Apps (PWA) are another technology that is gaining traction in the e-commerce industry. PWAs are websites that function like mobile apps, providing a seamless user experience on both desktop and mobile devices. They offer the advantages of mobile apps, such as offline access and push notifications, without the need for customers to download an app from an app store.

In conclusion, mobile optimisation will be a must for e-commerce businesses in 2024. Mobile-friendly design, AMP pages, mobile payment options, and PWAs are some of the top trends in this area. With mobile devices becoming the primary means of accessing the internet, e-commerce businesses that fail to optimise for mobile will be left behind. By prioritising mobile optimisation, businesses can improve the user experience, increase engagement, and drive more sales.

3. AI and Automation will Drive Growth

Artificial intelligence (AI) and automation have already revolutionised many industries, and e-commerce is no exception. In fact, e-commerce businesses increasingly leverage AI and automation to streamline operations, personalise the customer experience, and drive growth.

Chatbots and Virtual Assistants

One of AI's most visible applications in e-commerce is using chatbots and virtual assistants. Chatbots can handle basic customer inquiries, such as tracking shipments and processing returns, without the need for human intervention. On the other hand, virtual assistants use natural language processing to provide more personalised assistance to customers.

Predictive Analytics

Another application of AI in e-commerce is predictive analytics. By analysing vast amounts of data, AI algorithms can predict customer behavior and preferences, allowing businesses to personalise the customer experience and target customers with relevant offers. Big data analytics and machine learning are key technologies that enable predictive analytics.

Automated Marketing

Automation is also driving growth in e-commerce by automating marketing processes such as email campaigns and social media advertising. By using AI to analyse customer data, businesses can create highly targeted and personalised campaigns that drive engagement and sales.

A study by Juniper Research found that AI will save e-commerce businesses over $8 billion annually by 2022. The study also found that AI-powered chatbots will be responsible for over $112 billion in retail sales by 2023.

In conclusion, AI and automation will continue to be key drivers of growth in the e-commerce industry in 2024. Chatbots and virtual assistants, predictive analytics, and automated marketing are just a few AI and automation applications in e-commerce. By leveraging these technologies, businesses can improve the customer experience, drive engagement and sales, and reduce costs. As AI technology evolves, e-commerce businesses that fail to adopt it risk falling behind their competitors.

4. Social Commerce is on the Rise

Social commerce (or social selling), integrating social media and e-commerce, is becoming increasingly popular among consumers. With social commerce platforms such as Instagram, Facebook, and TikTok, businesses can leverage the power of social media to drive sales and engage with customers.

Instagram Shopping

Instagram Shopping has become the go-to destination for consumers. They have the opportunity to do social shopping, discovering new brands and buy products on the platform while completing purchases in a hassle-free way. With Instagram Shopping, merchants can tag products in their posts, create an online storefront, and streamline the entire buyer journey from discovery to checkout in just a few simple steps.

What's more, 90% of Instagram users follow at least one business account, which means that Instagram Shopping has become an effective way for businesses to reach potential customers and make sales. This feature helps businesses to showcase their products to a wider audience and provides an easy way for consumers to purchase them directly from the app. With this kind of reach, it's no surprise that Instagram Shopping is quickly becoming one of the most popular social commerce options for merchants.

Facebook Marketplace

Facebook Marketplace has quickly become a go-to platform for consumers looking to purchase products online. In fact, according to a June 2020 eMarketer survey conducted by Bizrate Insights, 18.3% of Facebook users had made a purchase on the platform. To tap into this trend, Facebook has rolled out Facebook Shops, its own in-house e-commerce platform. This feature enables businesses to showcase and sell their products directly on the platform, making Facebook a one-stop-shop for learning about a product and making a purchase.

In addition to Facebook Shops, the platform is also known for its lengthy discussions in comment threads, particularly on product pages. Enthusiasts often share their experiences and thoughts on brands' official Facebook pages, fostering social engagement and creating substantive discussions that are key to social selling. With these features, Facebook Marketplace is an ideal platform for businesses looking to reach a wider audience and increase their social commerce sales.

TikTok Shopping

TikTok Shopping is a new feature that is currently being tested in select markets. It allows businesses to link products to their TikTok videos, making it easy for users to shop without leaving the app. The feature is expected to be a game-changer for businesses looking to reach a younger audience.

In addition to these social commerce features, businesses can also leverage mobile optimisation, influencer marketing, user-generated content, live streaming, and interactive content to drive sales and engagement on social media. Mobile optimisation is key, as over 90% of social media users access these platforms on their mobile devices.

Influencer marketing campaigns involve partnering with social media influencers to promote products to their followers. User-generated content, such as customer reviews and photos, can be a powerful tool for building trust and driving sales. Live streaming and interactive content, such as polls and quizzes, can also be effective for engaging with customers and driving sales.

A study by eMarketer found that social commerce sales in the US are expected to reach $36.09 billion in 2021, up 35.8% from the previous year. The study also found that social commerce sales are expected to account for 4.3% of all retail e-commerce sales in the US in 2021.

In conclusion, social commerce is on the rise and offers a great opportunity for businesses to engage with customers and drive sales on social networks. With features such as Instagram Shopping, Facebook Marketplace, and TikTok Shopping, businesses can leverage the power of social media to reach a larger audience and drive sales. By leveraging mobile optimisation, influencer campaigns, user-generated content, live streaming, and interactive content, businesses can create a powerful social commerce strategy that drives engagement and sales.

5. Sustainability and Ethical Practices Matter

As consumers become more eco-conscious, sustainable e-commerce and ethical practices are becoming increasingly important in the world of online shopping. In fact, a 2020 survey conducted by IBM found that 57% of consumers were willing to change their shopping habits to help reduce their environmental impact. This has led to the rise of eco-friendly products, green commerce, and the responsible supply chain.

Eco-Friendly Packaging

One of the most effective ways for e-commerce businesses to reduce their carbon footprint is by using eco-friendly packaging. This includes using biodegradable materials, sustainable transportation, and renewable energy in logistics. By using sustainable packaging, businesses can help reduce waste and minimise their environmental impact. For example, sustainable fashion brand Patagonia has committed to using 100% renewable energy in their supply chain by 2025. The brand is committed to banning single-use plastic from its shipments and their recyclable packaging is made from recycled and biodegradable materials.

Ethical Sourcing

Ethical sourcing is another important aspect of sustainable e-commerce. This involves ensuring that products are produced in an environmentally responsible and socially responsible manner. This includes using fair trade practices, sustainable agriculture, and upcycling. Brands like TOMS and Warby Parker have built their business models around social responsibility, providing glasses and shoes to people in need while also focusing on sustainable sourcing and manufacturing practices.

Socially Responsible Business Practices

In addition to ethical sourcing, socially responsible business practices are also essential for sustainable e-commerce. This involves taking steps to reduce waste and increase energy efficiency, such as implementing a closed-loop system or using carbon-neutral shipping. It also includes green marketing, which highlights the environmental benefits of a product or service. For example, online retailer Zappos has partnered with environmentally conscious brands like Allbirds and Rothy's to offer sustainable footwear options to its customers.

In conclusion, sustainability and ethical practices are no longer just a trend but a necessity for e-commerce businesses. By embracing sustainable e-commerce practices like eco-friendly packaging, ethical sourcing, and socially responsible business practices, businesses can reduce their environmental impact and appeal to the growing number of environmentally conscious consumers.

6. The Importance of Omnichannel

Seamless Customer Experience

Omnichannel is becoming increasingly important in e-commerce, as it enables businesses to provide a seamless and consistent customer experience across all channels. This means that customers can interact with a brand across various touchpoints and still receive the same level of personalisation, product information, and customer service. A seamless experience can increase customer loyalty and satisfaction, leading to increased sales and revenue.

Headless commerce enables businesses to provide a seamless customer experience across all touchpoints. By decoupling the front-end and back-end of e-commerce platforms, headless commerce allows for more flexibility and customization in creating unique customer experiences. This approach empowers businesses to deliver personalized content and product recommendations across multiple channels, including mobile apps, social media, and voice assistants, resulting in higher customer satisfaction and loyalty.

Multiple Sales Channels

Omnichannel also involves utilising multiple sales channels to reach customers wherever they are. This includes brick-and-mortar stores, e-commerce platforms, marketplaces, social media, and mobile apps. Expanding sales channels enables businesses to broaden their product catalogue's reach and increase exposure to potential customers.

When it comes to physical retail, many direct-to-consumer (DTC) brands have been hesitant to invest in brick-and-mortar stores. However, the tide may be turning, as in 2022, 30% of brands considered increasing their retail presence. Only 48% of DNVBs are present in this sector (compared to 56% in wholesale). Those that have taken the plunge generate up to 40% of their turnover from physical sales. This shows that despite the rise of e-commerce, retail still plays a crucial role in many consumers' purchase journeys. By integrating their brick-and-mortar and online channels, businesses can provide a seamless shopping experience and offer customers more options for how and where to shop.

Integrated Data Analytics

To fully leverage the benefits of omnichannel, businesses need to track and analyse customer interactions across all touchpoints. This involves integrating data from various sources, including social media, email, website, mobile app, and in-store interactions.

Data analytics can provide insights into customer behavior, preferences, and purchase history, allowing businesses to offer personalised recommendations and promotions. For example, a customer who frequently purchases sustainable fashion products may receive targeted promotions and recommendations for new sustainable products.

In conclusion, a successful omnichannel strategy involves seamless integration, consistency, personalisation, and data analytics. By leveraging multiple sales channels and tracking customer interactions, businesses can provide a superior customer experience and increase sales and revenue. As e-commerce continues to grow, an omnichannel strategy will become even more critical to a business's success.

The popularity of e-commerce in France has surged in recent years, with over half of the population making online purchases in 2022. In fact, 50.7% of e-commerce users are regular online shoppers who make weekly purchases. As the online shopping trend continues to grow, businesses operating in the French market must prioritize delivery as a crucial factor in their success to provide French customers an amazing customer experience.

To stand out in a competitive market, it's essential to understand the delivery preferences of French consumers and cater to their needs. This article will delve into the key insights on French shoppers' delivery preferences, the most popular delivery methods in France, and the challenges and opportunities that e-commerce companies face in this dynamic market.

1. Overview of the French e-commerce market

To understand provide French consumers a great delivery experience, it's important first to have an overview of the e-commerce market in France. Here are some key insights into the market size, growth, and trends:

• Market size and growth

The e-commerce market in France was valued at approximately $114 billion in 2020, according to a report by the FEVAD. This represents a significant increase from $66 billion in 2016, indicating a strong growth trend.

Looking ahead, the e-commerce market in France is expected to continue growing, with estimates showing that it will almost double to $203 billion by 2026. This growth is driven by increasing internet and smartphone penetration, the rising popularity of online shopping, and the COVID-19 pandemic, which has accelerated the shift to e-commerce.

• Popular product categories

In 2022, the most popular product categories in the French e-commerce market were household appliances, fashion and food and beverages.

In recent years, there has also been a growing interest in sustainable and eco-friendly products, particularly among younger generations. 77% of the French population willing to switch from a brand whose production methods harm the environment. E-commerce businesses that offer eco-friendly and sustainable products can tap into this trend and appeal to environmentally conscious consumers.

• Challenges and opportunities

One of the biggest challenges facing e-commerce businesses in France is the high level of competition. With more than 200,000 e-commerce sites in the country, companies must differentiate themselves through price, product range, and delivery options.

Another challenge is the complexity of the French market, which has a range of regulations and tax laws that businesses need to navigate. However, there are also opportunities in the market, such as the growing demand for cross-border e-commerce and the rise of mobile shopping.

2. Key delivery preferences of French consumers

Understanding consumer behavior is essential for e-commerce businesses operating in the highly competitive French market. To attract and retain customers, it's important to offer fast, convenient, and free delivery options that cater to their preferences. Here are some of the key delivery preferences of French consumers that e-commerce companies should keep in mind:

• Free delivery

Free delivery is also key for French consumers when making online purchases. 83% of French customers prefer free to fast. In 2020, 34% of French shoppers expect free shipping for all orders, 62% of French online shoppers expect free delivery for purchases over a certain amount, and 44% expect free delivery for all purchases.

E-commerce businesses can offer free delivery by setting a minimum purchase threshold or by absorbing the delivery costs as part of their overall pricing strategy. However, they need to balance this against their profit margins, and ensure that their pricing remains competitive.

• Convenient delivery options

Convenience is another important factor for French consumers when it comes to delivery. Almost 87% of French e-consumers had home delivery in 2021. According to a survey by FEVAD, 41% of French online shoppers have used a click-and-collect service, which allows them to collect their orders from a physical store or pick-up point.

E-commerce businesses can offer convenience by partnering with logistics providers that provide a range of delivery options, such as home delivery, curbside delivery, or locker delivery. They can also provide real-time tracking information and delivery updates to keep customers informed and reduce anxiety.

• Green delivery

In France, consumers are becoming more mindful of the environmental consequences of their e-commerce purchases, specifically in packaging and shipping. As a result, e-commerce companies need to adopt sustainable logistics practices to remain competitive. According to a survey, 77% of the French population is willing to switch from a brand that engages in harmful production practices. Utilising recycled and recyclable packaging, eco-friendly carriers, and reducing over-packaging are some of the ways e-commerce businesses can attract and retain eco-conscious customers.

Understanding the key delivery preferences of French consumers is essential for e-commerce businesses to succeed in the highly competitive market. By offering fast, free, and convenient delivery options, e-commerce brands can attract and retain customers and build a loyal customer base. However, they need to balance these delivery preferences against their profit margins and operational capabilities, and work closely with logistics partners to ensure timely and reliable delivery.

3. Popular Delivery Methods in France

In France, consumers have a variety of delivery methods to choose from when making online purchases. Below are some of the most popular options, along with their pros and cons.

• Home Delivery

Pros: Convenient and preferred by the majority of French consumers. Offers a high level of customer service, with the ability to track and adjust delivery times.

Cons: Can be costly for e-commerce businesses, particularly for smaller or low-margin products. Can be challenging for deliveries to apartments or gated communities.

• Click-and-Collect

Pros: Cost-effective for businesses, as it reduces delivery costs and can drive in-store traffic. Provides convenience and flexibility for customers, who can choose to pick up their orders at a location and time that suits them.

Cons: Requires a reliable network of pick-up locations, which may be challenging for smaller businesses. Can also be inconvenient for customers who are unable to travel to a pick-up location.

• Same-Day Delivery

Pros: Provides a high level of customer service and convenience, particularly for urgent or time-sensitive orders. Can differentiate a business from its competitors and attract new customers.

Cons: Can be expensive and logistically challenging to implement, particularly for businesses that do not have a reliable network of last-mile delivery providers.

• Subscription-Based Delivery

Pros: Offers convenience and predictability for customers, who can receive regular deliveries of their favorite products. Can also help businesses to increase customer loyalty and retention.

Cons: Can be costly for businesses to implement, particularly for smaller companies. May also not be suitable for products that are not purchased on a regular basis.

• Express Delivery

Pros: Provides a faster delivery option for customers who require their orders quickly. Can be used to differentiate a business from competitors and attract new customers.

Cons: Can be costly and logistically challenging to implement, particularly for businesses that do not have a reliable network of last-mile delivery providers. Can also be unsustainable and have a negative impact on the environment.

When launching an e-commerce business in France, one other of the key considerations is choosing the right last mile delivery provider. Here are some of the most famous last mile delivery players in France and some tips on choosing the best one for your business:

• La Poste: The national postal service in France offers a range of delivery options including home delivery, pick-up locations, and locker delivery.
• Chronopost: A subsidiary of La Poste, Chronopost provides express delivery services across France and Europe, including same-day and next-day delivery options.
• Colissimo: Another subsidiary of La Poste, Colissimo is a popular delivery service for e-commerce businesses, offering home delivery and pick-up locations.
• Relais Colis: A delivery company that specializes in pick-up and delivery at partner locations such as convenience stores, supermarkets, and gas stations.
• Mondial Relay: A delivery network that partners with local shops and businesses to provide pick-up and delivery services across France and Europe.
• DPD France: A parcel delivery service that offers a range of delivery options including home delivery, pick-up locations, and locker delivery.
• UPS France: A global shipping and logistics company that provides a range of delivery options in France, including home delivery, pick-up locations, and locker delivery.
  

4. Overcoming Challenges and Seizing Opportunities in Delivering to French Consumers

Meeting the delivery preferences of French consumers is essential for e-commerce companies looking to succeed in the French market. However, it presents a range of challenges and opportunities that businesses need to consider. Here are some of the key challenges and opportunities to keep in mind when it comes to delivery preferences in France:

• Delivery speed and reliability: With a highly developed logistics network, French consumers expect fast and reliable delivery options. To meet these expectations, e-commerce businesses need to invest in a robust and efficient logistics network that can provide both speed and reliability. This is where innovative logistics partners like Bigblue can help. Bigblue offers a highly flexible logistics network that can be customised to meet the specific needs of e-commerce businesses, providing fast and reliable delivery options.
• Sustainable delivery options: As the importance of sustainable practices continues to grow, French consumers are becoming more mindful of the environmental impact of their online purchases. To cater to the needs of eco-conscious shoppers, e-commerce companies must prioritise sustainable delivery options. This includes eco-friendly packaging and shipping methods, which can help attract and retain environmentally conscious customers. To achieve this, e-commerce businesses can turn to companies like Bigblue, which prioritise sustainable logistics practices. Bigblue offers a range of eco-friendly packaging options and actively works to reduce over-packaging. In addition, their warehouses are eco-certified, ensuring that the entire supply chain is environmentally responsible.
• Cross-border commerce opportunities: The French e-commerce market offers significant opportunities for cross-border commerce. E-commerce businesses can tap into the French market to expand their customer base and increase revenue. However, they need to be aware of the French market's unique cultural and linguistic differences and adapt their marketing and sales strategies accordingly.
• Competition: With a highly competitive e-commerce market, businesses must differentiate themselves to stand out. Offering superior customer service, high-quality products, and fast, reliable delivery options can help brands to gain a competitive edge.

In conclusion, the French e-commerce market offers significant opportunities for businesses to reach a large and growing customer base. However, to succeed in this highly competitive market, it's essential to understand the delivery preferences of French consumers and provide them with the options and experience they expect. With home delivery being the preferred delivery method for most French consumers, e-commerce businesses must ensure they have a reliable and efficient last-mile delivery network to cater to this demand.

In addition, as more French consumers become environmentally conscious, e-commerce businesses must prioritize sustainable logistics practices, such as eco-friendly packaging and shipping methods, to attract and retain this market segment. Working with a sustainable logistics provider like Bigblue can help businesses meet these demands while improving their overall supply chain.

By understanding the delivery preferences of French consumers, providing them with reliable and efficient delivery options, and prioritizing sustainability, e-commerce businesses can position themselves for success in the French market. As the market continues to grow and evolve, those who can meet these challenges and opportunities will be well-positioned to thrive in the future.

Let's face it, in the cutthroat world of e-commerce, failing to convert a potential customer into a buyer can result in a significant loss of revenue. Studies show that the average online brand loses $29 for every customer who abandons their cart. That's why pre-purchase optimization is more crucial than ever before.

In this blog post, I'm excited to share the top 7 game-changing strategies for pre-purchase optimisation in e-commerce. By prioritizing customer experience and implementing tactics like streamlined website design and personalised recommendations, direct-to-consumer brands can minimise financial losses and maximise conversions. So, buckle up and get ready to take your e-commerce game to the next level!

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Strategy 1: User-friendly website design

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User-friendly website design is a critical aspect of pre-purchase optimisation. The first 50 milliseconds of a visitor's experience on your website determine their perception of your brand's credibility, so having a visually appealing and easy-to-use website and landing pages is crucial.

A user-friendly website should have:

1. a clean layout that makes navigation a breeze,
2. fast loading times,
3. a responsive design that adapts to various screen sizes,
4. use high-quality images and videos and
5. have a clear call to action to encourage visitors to make a purchase.

Did you know that a one-second delay in page load time can result in a 7% decrease in conversions, according to a study by Forrester Research? An e-commerce store earning $50,000 per day can lose over $1 million in sales annually due to a one-second delay. On the other hand, a website with fast loading times and a visually appealing design can increase the likelihood of visitors purchasing by up to 90%.

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Strategy 2: Product descriptions and images

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Let me tell you something - product descriptions and images are absolutely critical when optimising the pre-purchase stage in e-commerce. According to a study by the Nielsen Norman Group, a whopping 20% of unsuccessful purchases can be attributed to inadequate information in product descriptions.

That's why it's crucial to provide your customers with comprehensive and accurate product information. By doing so, you'll not only improve your chances of making a sale, but you'll also build trust with your customers and increase the likelihood of repeat business.

In addition to product descriptions, images are crucial in the pre-purchase stage. Studies show that people take in 80% of what they see and only 20% of what they read. This means that high-quality images are essential for capturing the attention of potential customers and helping them make informed purchasing decisions. A study found that 75% of online shoppers rely on product photos when deciding on a potential purchase.

To ensure that product descriptions and images are adequate for pre-purchase optimisation, online businesses should do the following:

1. High-quality images that accurately represent the product, including multiple angles and zoom features.
2. Use product videos to provide a more immersive user experience to drive e-commerce conversion.
3. The product name
4. The product price
5. Social Proof (Stars, Google ratings or Trustpilot)
6. A brief product description with detailed and accurate product information, including specifications, dimensions, and materials.
7. A reassurance block (secure payment, delivery date)
8. A call to action

By providing comprehensive and accurate product information and high-quality images, e-commerce brands can capture the attention of potential customers and help them make informed purchasing decisions.

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Strategy 3: Mobile optimisation

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Mobile optimisation is more critical than ever for pre-purchase optimisation in e-commerce. With the explosive growth of e-commerce, online businesses must ensure that their websites and purchasing processes are optimised for mobile devices.

Recent statistics show that retail m-commerce sales are predicted to account for 43.4% of total retail sales in 2023, up from 41.8% in 2022. This trend emphasises the need for mobile optimisation for e-commerce businesses. In addition, smartphones now account for 87.2% of mobile sales, making it crucial for online businesses to ensure that their websites and purchasing processes are optimised for these devices.

However, simply having a mobile-friendly website is not enough. The mobile experience should be seamless and user-friendly. A survey revealed that 57% of internet users would not recommend a brand with a poorly designed mobile website. This underlines the importance of investing in mobile optimisation to improve the customer experience and increase the likelihood of making a sale.

To ensure mobile optimisation, online businesses should do the following:

1. Design a responsive website that adjusts automatically to the device's size.
2. Optimise the purchasing process for mobile devices, including the checkout process.
3. Test the website on various devices to ensure a seamless and user-friendly experience.

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💙 Bigblue Tip

30% of e-commerce visitors don't reach the bottom of a page.

If you have to scroll, you're likely losing an equivalent potential revenue with each visit!

The product pages that convert the most on mobile are those where you can see:

• The product name
• A photo
• The price
• A brief description
• A call to action
  

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As a benchmark, you can look at those of Si Si La Paillette or CAVAL made by the experts from the BlackSwan agency ⤵

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Strategy 4: Customer reviews and ratings

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As an e-commerce brand, customer reviews and ratings can make or break your pre-purchase optimisation strategy. Recent studies show that consumers view user-generated content as 2.4 times more authentic than content created by a brand. This makes it essential to showcase customer reviews and ratings to increase trust and credibility in your brand and products.

Incorporating customer reviews and ratings on your product pages not only provides valuable insights and information to potential customers, but it can also help them make informed buying decisions. In fact, 62% of consumers say they are more likely to buy a product if they can see customer photos and videos.

However, it's crucial to have a transparent and fair review process to avoid fake reviews and low ratings that can hurt pre-purchase optimisation. Encouraging honest and authentic customer feedback can help mitigate this risk.

Some brands that are effectively using customer reviews and ratings include Lashilé and Gymshark. Their websites allow customers to leave detailed reviews, provide ratings, and read the reviews of others before making a purchase. This helps create a sense of community and enhances the customer experience.

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💙 Bigblue Tip

Use Bigblue’s Tracking page to collect customers’ User Generated Content easily! Customers automatically receive a survey to rate their delivery experience when their order is delivered!

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Strategy 5: Live chat support

You know that providing excellent customer support is essential for converting visitors into customers. And one of the best ways to do that is by offering live

chat support. According to recent statistics, more than half of customers prefer to stick to a business that provides live chat support. Moreover, over 50% of online consumers are more likely to purchase on digital channels from a brand that offers live chat customer service.

So, what makes live chat software for support so effective? For one, it allows you to answer customers' questions in real-time, which can be a significant factor in driving conversions.

Clear communication is also critical. Make sure that your support team uses concise language to provide accurate and helpful responses to customers' questions. Additionally, automating responses and building a knowledge base to common questions can help you provide instant answers and improve the efficiency of your live chat support and encourage visitors to add products to the cart.

Some brands that have effectively implemented live chat support include Zappos and Freshdesk. Zappos provides 24/7 live chat support with a knowledgeable and friendly staff available to help customers with product recommendations and answer their questions. Freshdesk, on the other hand, uses automated responses to provide instant answers to common questions, making their live chat support even more efficient.

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💙 Bigblue Tip

Boost your customer experience and customer satisfaction with live chat support!

For an optimal experience, consider using a live chat solution like Attentive or Crisp that connects you with your customers via WhatsApp and SMS. These innovative platforms allow you to respond to customer inquiries in real-time, providing the personalised and prompt attention that today's consumers expect and maximising your sales!

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Strategy 6: Abandoned cart recovery

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Online shopping carts are abandoned by 69.57% of customers, according to Baymard Institute. For every 100 potential customers, 70 will leave without making a purchase. However, to effectively recover carts, it's essential to consider the following tips:

1. Choose a trustworthy e-commerce platform: A user-friendly and easy-to-navigate platform can significantly reduce cart abandonment rates.
2. Accept alternative payment options: Offer customers the option to pay via their preferred method, whether a credit card, PayPal, or any other alternative payment method.
3. Offer free or discounted delivery: Free shipping or discounted delivery rates can incentivise customers to complete their purchases.
4. Highlight your returns policy: A clear and concise returns policy can give customers the confidence to complete their purchases.
5. Retarget cart abandoners elsewhere online! Use retargeting ads or optimise your abandoned cart emails to reach out to customers who have left items in their carts. Indeed, setting up an abandoned cart email sequence can help you recover up to 15 to 20% of those lost sales.
6. Offer a one-click checkout: A one-click checkout process can streamline the purchase process and make it quick and easy for customers to complete their orders.
7. Provide incentives to complete the purchase: Consider offering discounts or other incentives to customers who have abandoned their cart to encourage them to complete their purchase.

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Following these tips can increase your chances of recovering lost sales and reducing the number of abandoned shopping carts.

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Strategy 7: Personalised recommendations

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Personalised product recommendations are an effective way of enhancing the customer experience and increasing the likelihood of conversion. The main reason behind this is that consumers want businesses to understand their specific requirements and expectations. According to a survey, 66% of consumers expect brands to understand their needs.

Moreover, many consumers have preferred brands that offer personalised services or experiences. 77% of consumers have chosen, recommended, or even paid more for a brand that provides a customised service.

To effectively use personalised product recommendations, it's essential to use data-driven algorithms that suggest products relevant to the customer's interests and previous purchases. This can be achieved by collecting data from the customer's browsing and purchase history. Doing so will make the recommendations more likely to be accurate and valuable to the customer.

Another tip is to ensure customers can easily view and purchase recommended products. This can be achieved by displaying relevant recommendations in a prominent location on your website or app or even through email marketing.

Finally, it's important to note that 83% of consumers are willing to share their data to create a more personalised experience. You can use customer data to make better recommendations and improve the customer experience.

In conclusion, personalised recommendations can significantly improve the customer experience and increase the chances of conversion. By collecting data, and making relevant recommendations, DtoC brands can effectively use personalised recommendations to boost their sales and improve customer satisfaction.

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Conclusion

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In conclusion, e-commerce businesses can significantly benefit from utilising various tactics to improve the pre-purchase experience, enhance customer experience, and increase conversions. From providing detailed and visually appealing product descriptions and images to offering live chat support and personalised recommendations, businesses can take many steps to improve the online shopping experience for their customers.

By keeping these tips in mind, e-commerce businesses can create a seamless and enjoyable shopping journey that leads to increased customer satisfaction and sales. Remember, the ultimate goal is to provide the best possible experience for your customers, and the results will follow.

Are you looking to boost your e-commerce sales? Cross-selling could be the answer. Cross-selling is a powerful tool in sales and marketing that helps increase revenue by offering complementary or related products to your customers.

Amazon reportedly credits 35% of its sales to cross-selling through its "Customers who bought this item also bought" and "Frequently bought together" options. Not only does cross-selling result in increased average order value, but it also leads to higher long-term profits, lower marketing costs and a better customer experience. In this article, you'll discover five examples of brands that successfully used cross-selling to drive sales and tips to quickly incorporate cross-selling into your business and maximise your customer lifetime value.

Sisterhood

Sisterhood, the sustainable women's clothing brand, is a master of cross-selling. They understand the importance of seamlessly promoting relevant products to customers, which is why they incorporate cross-selling into the customer journey at the pre-checkout stage. At this stage, customers are presented with bundle-related products that complement the product they're currently viewing, as well as a section called "You might like", which showcases other products with a similar style.

These cross-selling techniques allow Sisterhood to promote relevant products without causing friction in the shopping experience, making the shopping experience more enjoyable and increasing the likelihood of a sale. By combining great products with an intelligent cross-selling strategy, Sisterhood can drive more sales and improve the customer experience.

Decathlon

Decathlon, the French and most significant sporting goods retailer in the world, has mastered the art of cross-selling. With over 1647 stores in nearly 1000 cities in 57 countries and regions, Decathlon knows how to create a seamless shopping experience for its customers.

To achieve cross-selling on their product pages, Decathlon partners with complementary brands to offer customers a more extensive range of products while enhancing their shopping experience. For example, if a customer is browsing camping tableware products, they may come across camping stoves from the gas brand Camping Gaz, which is separate from the Decathlon group.

This strategic partnership increases the customer's average order value and generates more turnover for both Decathlon and Camping Gaz. Decathlon takes a commission on each sale of Camping Gaz products, further strengthening their cross-selling relationship.

This cross-selling strategy drives more sales and helps Decathlon maintain its position as a leading sporting goods retailer in the world.

💙 Bigblue Tip

We recently discovered the Capio tool; this makes it easy to find the right partner site to cross-sell to! Use Reachmaker to find the right partner easily! This tool, created by Caroline Mignaux, analyses more than 2000 of your competitors and peers to propose collaborations adapted to your needs.

My obvi

My Obvi is a company that knows how to drive sales through cross-selling. As a provider of collagen protein products, including cereal-based protein powders for kids and adults, fat burners, and vegan collagen boosters, the brand is committed to providing its customers with a memorable experience.

Inspired by Amazon, My Obvi has perfected its checkout process to encourage customers to purchase more products. The "you may also like" section is transformed into "Enhance Your Results" to tap into the customer's desire for better results and offers related products at a discounted price.

To further encourage customers to spend more, My Obvi displays a gauge that shows how close the customer is to free delivery and the added benefit of receiving additional free products. The brand also offers a discounted bundled product offer to tempt customers with temporary price savings. To reassure customers, My Obvi displays a "30 Days Satisfaction Guarantee" banner in its checkout, ensuring that customers feel confident in their purchase.

By using these cross-selling tactics, My Obvi has increased its average order value and enhanced the customer experience.

Les secrets de Loly

Les Secrets de Loly is a French brand of hair products dedicated to providing the best treatment and care for curly hair. One of the brand's strengths is its email marketing strategy. The brand offers cross-selling products on its product pages and in its post-purchase emails, explicitly shopping cart abandonment emails.

To reduce customers' shopping cart abandon, Les Secrets de Loly send them an email with a straightforward design. The email is written in plain text, without images, to give the impression that a relative sent it. To encourage the customer to complete their purchase, the brand offers a complementary product if they proceed to payment. However, this offer is only valid for 72 hours.

In addition to cross-selling, Les Secrets de Loly also focuses on building customer loyalty. The brand includes personalised product suggestions in its abandoned cart emails to show customers that their shopping experience is tailored to their needs. By combining cross-selling with customer loyalty-building tactics, Les Secrets de Loly can increase its average order value and create a positive and memorable shopping experience for its customers.

Glossier

The brand Glossier has perfectly executed cross-selling through post-purchase emails that feature user-generated content.

Glossier has become a beauty industry leader by creating meaningful customer relationships and building brand loyalty. The brand's success stems from its ability to harness the community built from its blog, Into the Gloss, and turning it into a brand made by the people, for the people. For example, Glossier started a Slack channel where they invited some of their most engaged readers and fans to participate and chat directly with the brand, which became a product feedback loop.

In post-purchase emails, Glossier uses User-Generated Content to cross-sell products to its customers. By showcasing real customers using their products and leaving positive reviews, Glossier reinsures its customers and encourages them to try additional products. This not only increases the Average Order Value (AOV), but it also strengthens the brand's customer loyalty. With its innovative approach to customer engagement, Glossier continues to set a new standard in the beauty world.

💙 Bigblue Tips

With Bigblue's Recommended Products feature, use your tracking page to upsell products! Just activate the feature to offer your customers complementary items, or highlight your latest products on your Tracking Page. Unlock a new sales channel, increase your sales and your customer's lifetime value!