Die Geheimnisse erfolgreicher Direct-to-Consumer-Unternehmen lüften

Hi there!

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This week at Bigblue, we had the pleasure of co-hosting a webinar with Gorgias on a crucial topic for your brand's growth: optimising customer retention.

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Why? Because it costs an average of 5 times more to acquire a new customer than to retain an existing one 🤝

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If you couldn't attend, in this newsletter, I'll share 5 actionable tips that we revealed during the webinar to optimise your customer support and skyrocket your retention rate 💥

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3 benefits of optimised customer support 💰

Customer support not only helps you answer your customers' questions and requests, but it's also a powerful tool to:

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• Reduce your acquisition costs 💸

A slight 5% improvement in customer loyalty can boost your revenue by 25% to 95%!

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Happy customers will naturally spread the word about your brand, allowing you to reduce your advertising and marketing expenses.

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• Increase your average order value 🔄

A recurring customer spends, on average, 67% more than a first-time customer.

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A good support system creates a positive customer experience and encourages them to return, creating a virtuous circle that can be very profitable in the long run!

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• Eliminate competition 🧹

One in three customers may abandon a brand after just one negative experience.

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By providing your customers with quick and effective solutions, you minimise the risk of them turning to your competitors and build a strong base of buyers.

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The pillars to build excellent customer support 🏛️

Quality customer support can turn a negative experience into a positive one and create a lasting connection with your customers.

For that, I recommend you to:

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• Maximise efficiency through automation 🤖

Automating responses to common questions frees up your team to handle more specific queries.

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_{💙 Bigblue Tips
Maximise the efficiency of your customer service with our Gorgias integration.
Get all the necessary information at a glance, quickly resolve issues or address concerns, and turn unhappy customers into your biggest fans 😍
Supercharge my support team! ⚡️}

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• Focus on accessibility for guaranteed customer satisfaction 💌

40% of consumers use at least three different communication channels to contact customer service.

Ensure your contact information is clearly displayed and easily accessible across all your platforms.

Because a customer who can easily reach you is more likely to stay loyal and make repeat purchases!‍

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^{Bonus tip
Like Unbottled, use Gorgias' live chat on your website to allow your customers to receive instant help without having to respond to emails or make calls!}

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• Prioritise tickets with purchase intent 💬

28% of pre-sales support tickets were resolved within 10 minutes, resulting in a sale.

By prioritising these tickets, you maximise your chances of increasing your revenue and improving your customers' experience!

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• Personalise your customer support for optimal engagement 🎯

Nearly half (49%) of buyers have impulsively purchased following a personalised customer experience.

By personalising your interactions with your customers, you make them feel truly heard and appreciated, increasing their engagement and boosting your sales and long-term loyalty!‍

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_{💙 Bigblue Tips
‍Our new Recommended Products feature transforms your order tracking page into a new sales channel! Offer complementary items or showcase your new collections to boost the lifetime value of your customers. Compatible with Shopify only.
Boost my Tracking Page now! 💊}

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• Harness data and trends to maximise performance 🩺

Understanding trends and utilising data is a powerful way to optimise customer service.

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By analysing recurring queries, you can enhance your FAQ and refine your product descriptions to meet your customers' expectations better.

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You can also take this opportunity to train your team to anticipate pre-sales questions better and convert them into added items to the cart!

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That's all from me!If you've enjoyed this newsletter, simply press the 'S' key on your keyboard to subscribe.

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‍Twice a month, I share 1 brand examples, 2 actionable tips, and 1 surprise to boost your online sales.

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See you soon,

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Julie

E-commerce Expert @ Bigblue

Hello !

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Picture it... an always-available assistant to write your Instagram posts, generate your email campaigns, or optimise your product pages.

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Here are some ways in which AI ChatGPT can support your e-commerce and teams in your daily tasks.

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In this newsletter, I'm sharing four ChatGPT prompts to help you save time on your marketing tasks, improve your customer's experience, and boost sales 🏄🏼‍♀️.

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Note: While ChatGPT is an incredible tool, artificial intelligence has its limits. So, use it with caution ☝🏻

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Writing your social media posts 📱

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Feeling uninspired?

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ChatGPT can generate a multitude of ideas and content for your social media in record time while maintaining your style and brand voice.

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Here's an example of an Instagram post for the brand Asphalte ⬇️

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Here's how I asked ChatGPT to produce similar content.

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Prompt:

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Here's an example of an Instagram post I wrote to promote our referral program:

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[PASTE DESCRIPTION OF THE ORIGINAL POST]

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Write the description of a post on the same subject from a different perspective. Use my style.

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Response:

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While the text still needs some work, 75% of the job is already done.

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And that's absolutely fantastic, isn't it?

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Attention-grabbing subject lines 🧲

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ChatGPT can also help you write the subject lines of your marketing emails in no time.

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For example, you can use this prompt:

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Imagine you are an experienced copywriter and write the subject line for my upcoming marketing email. The email's subject is a 24-hour flash sale of a new collection of swimsuits. Please give me 5 different subject lines.

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Response:

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Now you just have to choose the subject lines you like the most and A/B test them 😎

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_{💡 Bonus tip
For simple requests, I recommend always asking ChatGPT for multiple options. If the result doesn't satisfy you, you can easily mix them up.}

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Writing engaging emails... 👊

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Now that you have the subject line, you can ask ChatGPT to write the body of your "24-hour flash sale" email.
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Here's what I asked for:

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While acting as an experienced copywriter, write the body of this email for me, including the CTAs. Use an engaging tone and create a sense of urgency for the reader.

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Response:

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_{💡 Bonus tip
Opting for a plain text email - without images, custom fonts, and very few links - is an excellent way to boost the conversion rate of your marketing emails. Your recipients perceive them as more personal and often have higher engagement rates.}

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... and personalized ones 🛠

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ChatGPT can also assist you in writing more personalized emails.

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For example, you can ask:

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Write a thank-you email to a customer who has just received their order. Explain why customer testimonials are important and offer them a discount of X€ in exchange for a review.

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Response:

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_{💙 Bigblue Tips}
‍_{Build your email flows based on your logistics data using Bigblue's integrations with Klaviyo, Gorgias, and Zendesk!
Take advantage of these integrations to gather genuine customer reviews, promote referral programs, and increase repeat purchase rate. 💸
Take my logistic emails to the next level 🚀}

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Make your products shine ✨

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Displaying clear, precise, and appealing descriptions of your products is essential to convert your visitors into customers.

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For this, ChatGPT is a valuable asset.

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For example, you can tell it:

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Write a concise and engaging description for a durable and waterproof hiking backpack.

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Result:

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Simple and effective ✌🏻

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Hello !

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Today, I suggest we explore a tool that is often underestimated but incredibly powerful: landing pages.

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Why? With an average conversion rate of 12.9%, landing pages are an excellent way to reduce your advertising expenses, decrease your CPA, and increase your sales 💥

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In this newsletter, I reveal the advantages of a landing page strategy for your business and share with you the key elements to creating ultra-effective landings!

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PS: To help you put these tips into practice, I've included examples of landing pages for you to copy right away 👀

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4 benefits of landing pages for your e-commerce

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Showcasing your product 📸

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A landing page focuses on a specific product or offer. The perfect opportunity to take the time to highlight all its advantages and seduce your prospects!

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Skyrocketing your conversion rate 🧨

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By guiding your visitors through a simple path with a single purpose (buying a product, signing up for a newsletter, downloading a playbook, etc.), you eliminate all possible distractions and significantly increase your chances of conversion.

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Boosting your SEO 🧨🚀🚀🚀🚀🚀

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Each landing is a new page indexed on your site! It improves your natural referencing and therefore offers you more visibility on search engines. By optimising your landing pages with relevant keywords, you can also attract more qualified traffic to your e-commerce site.

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Collecting valuable data about your customers 🎣

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Landing pages are also excellent tools to learn more about your customers and test your audience's interest in different products, offers, or content. You can then reuse this information to refine your marketing strategy and better meet your customers' needs!

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The key elements of an effective landing page 🗝

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1. Fast loading

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Your conversion rate decreases on average by 4 points per second of loading. To optimise your landing page’s conversion rate as much as possible, aim for between 1 and 4 seconds of loading.

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2. Clearly state your offer from the start

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To do this, make sure your Hero Header contains:

• Clear and concise title and subtitle,
• Engaging CTA,
• An image or video representative of your offer or product.

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_{💡 Extra Tip
Videos increase landing page conversion rates by an average of 86%.}

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To help you, I'm sharing Dollar Shave Club's example below ⤵  

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3. Social proof.

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9 out of 10 visitors rely on customer reviews on landing pages! Add reviews, customer quotes, or a few key figures to reassure your visitors and convert them into customers.

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4. A presentation of your brand

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To do this, try to answer the following questions throughout your landing page:

• Who are you?
• The why of your brand and why someone should buy it.
• Why are you legitimate to sell your offer?
• Why are you the best option on the market?
• How fast can your customers get your product?

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5. A (single) personalised CTA

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Even though it's tempting to add several CTAs to your landing page, it can be counterproductive. I recommend focusing on a single CTA and customising it to the maximum. Personalised CTAs convert, on average, 4x more!

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6. A newsletter sign-up link

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Don't miss the opportunity to stay in touch with your prospects!

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_{💙 Bigblue Tips
With the Bigblue application, you can customise your tracking pages and post-purchase emails with marketing banners. Take advantage of this to redirect your customers to your landing pages!
Transform My Emails into Lead Machines!}

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3 landing pages to copy right away 👀

• Javy Coffee's product page (without a menu to avoid distractions).

• Bombas' referral page (which offers to automatically send a reminder to the referred person).

• Glossier's splash page (unlike a pop-up that appears after a trigger, a splash page is already present when you arrive on a page).

In 2022, the influencer marketing market was valued at $27.51 billion.

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Behind these numbers, the findings are shocking: the video content of an influencer followed by more than 3 million people on YouTube, TikTok, and Instagram generates 1,072 tons of CO2e per year.

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This equals 481 round trips between Paris and New York (9 flights per week 🤯).

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However, there are simple methods to reduce the carbon footprint of your videos while maximising their performance 🚀

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In this newsletter, I will reveal 4 actionable tips from the agency Footsprint to generate more responsible advertising campaigns 🌱

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1. Master the length of your videos ✂️

The longer a video is, the more energy it consumes.

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To reduce the carbon footprint of your videos while boosting their effectiveness, I recommend prioritising short formats.

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To help you, here are the most performant formats according to the platforms, as observed by Footsprint:

• TikTok: 16 to 20 seconds
• Instagram: 5 to 10 seconds
• YouTube: 10 and 15 minutes.

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By adapting the length of your videos, you can improve their performance and reduce their environmental impact.

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2. Reduce their resolution 🌐

Reducing the resolution of your videos effectively decreases the amount of data stored and transferred, and thus their impact on servers and networks!

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A video posted in 480p will generate 80% less emissions than in 1080p (84kg of CO2e

versus 498kg of CO2e)!

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And even if it is posted in 720p, its impact is still halved.

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Yes, but 1080p resolution is the standard...

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On desktop, maybe, but it's different on mobile.

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As Steve Jobs said: The magic number is about 300 pixels per inch (118 pixels per cm)... That's the limit of the human retina to differentiate pixels when you hold something about 25 cm from your eyes.

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On TikTok, where content is mainly consumed on mobile, a resolution of 720p or 480p is therefore enough, without any substantial loss of quality.

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3. Prioritize Wi-Fi connection 📶

Watching content on cellular data consumes an average of 7 times more energy than on Wi-Fi!

At the same time, in terms of impressions, videos viewed on a Wi-Fi network would generate better performance than on cellular data.

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Of course, Wi-Fi users are usually in a place (or at a time) where they are more focused and therefore more receptive to consuming content.

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Footsprint has also observed that on TikTok, the cost per click of an advertisement broadcasted on Wi-Fi is on average 25% cheaper, with a 16% higher engagement rate 🔥

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Good news: Meta allows you to target only audiences on Wi-Fi.

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_{✅ How to implement these best practices in your campaigns?‍}

_{Committing to responsible digital practices is an excellent way to strengthen your brand image and credibility with consumers increasingly sensitive to the ecological transition. You can see all of Footsprint's best practices just here ⤵️‍}

_{I'm going digitally responsible!}

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4. Recycle your content to maximise its lifespan ♻️

Your content is popular? Reuse it!

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In addition to reducing your production costs, you maximise the visibility and memorisation

of your ads, while minimising emissions related to wasted impressions.

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You can, for example:

• Cut your "long" videos into several shorter creatives for your ads.
• Compile several excerpts from performant videos to create an original video, to which you can absolutely add your brand codes (logo, etc.) like Poiscaille.

• Incorporate them into your marketing emails or post-purchase emails like Unbottled ⬇️

• Integrate them into your website or product pages to increase your social proof like Glossier.

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_{💌 Are you interested in Unbottled's emails?
Unbottled personalises its follow-up emails thanks to the Bigblue application and thus offers its customers an incredible experience to generate complementary sales!
I want amazing emails!}

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I hope you enjoyed this newsletter and feel motivated to contribute to more responsible marketing!

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See you soon,

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Julie

E-commerce Expert @ Bigblue

Hello !

Every year, over 10,000 e-commerce sites are created.

In addition to increasing competition, this growth causes acquisition costs to skyrocket.

The challenge for brands is creating strong bonds with their customers to maximise their retention rate.

With an average open rate of 70%, follow-up emails are powerful tools to increase the lifetime value of your customers ❤️

In this newsletter, I will review Unbottled's email and show you how to create the perfect follow-up email in 8 steps 🚀

1. Personalise your follow-up email 🎨

Your brand experience doesn't end at checkout!

To make your customers identify you at a glance, create a consistent experience with your e-commerce.

To do this:

• add your logo,
• your brand colours,
• a cover image.

PS: Don't forget that the tone of your email should be consistent with your brand!

2. Ask for feedback on delivery 🚚

35% of customers who have had a negative delivery experience will not place any more orders.

Like Unbottled, encourage your customers to give feedback on delivery!

Use their responses to improve your shipping process or strengthen your credibility by showing positive reviews on your e-commerce 💡

<sub>💙 Bigblue Tips

Thanks to Bigblue's integrations with Klaviyo, Gorgias and Zendesk, build your flows based on your logistics data! Schedule your emails according to the order status, segment your email lists according to your customer's satisfaction, and increase your repurchase rate 💸

Discover More About Bigblue Integrations 🌐💡</sub>

3. Communicate order details 📦

Make your customers' lives easier by reminding them what they ordered.

Display the order number, product name, and quantity to avoid any frustration.

For even more transparency, you can also add the estimated delivery date.

4. Show carrier information 📬

A customer checks their order tracking an average of 4 times.

Include the carrier name, tracking number, and a link so your customers can easily track their order and improve their experience.

_{💙 Bigblue Tips
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‍With Bigblue, Unbottled's emails are sent as soon as carriers update the status to offer their customers a smooth experience.}

‍5. Use them to increase your repeat rate 📈

Follow-up emails have a significantly higher open rate than traditional marketing emails.

Take advantage of this visibility to encourage complementary sales ♻️

For example, you can add a discount coupon or a referral link 🎟

<sub>💙 Bigblue tips

‍The Bigblue app allows you to add infinitely customisable marketing banners! Send promotional offers, add peace of mind banner, or highlight your news ✨</sub>

6. Add links to your social networks 🌐

After marketing emails, social media is the second most effective channel for customer retention.

Add links to your different networks at the end of the email to have all the opportunities to convert your customers into subscribers.

7. Remove friction by connecting your Customer Service 🤝

61% of consumers will turn to a competitor if their experience with a brand's customer service is disappointing.

Minimise friction by allowing customers to contact you more easily and directly from their follow-up email.

To do this, add links to:

• your returns policy (or directly to your portal),
• your FAQ,
• your privacy policy...

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_{💙 Bigblue tips
‍Like CAVAL, use Bigblue's return portal to offer your customers an ultra-smooth return process.}
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8. Use Bigblue 💙

Like Unbottled, by using Bigblue, you will automatically get all these advantages.

Adopt Bigblue to offer an optimal experience to your customers and optimise their lifetime value 🚀

I hope you enjoyed this newsletter!

See you soon,

Julie

E-commerce Expert @ Bigblue

PS: Did you love this content? Subscribe to the newsletter 🤗

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As you may know, user-generated content (UGC) is an invaluable tool to earn consumer trust, strengthen brand awareness, and increase sales.

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For it to work, you need a substantial amount of UGC.

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In this newsletter, we will share five brand strategies that can help you collect thousands of user-generated content fast!

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💌 Just ask :)

68% of customers will leave a review about their order if asked.

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Unbottled offers a 20% discount voucher for each review posted. They've generated more than 1000 customer reviews ⭐️  on its best-selling product pages.

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This tactic helps collect authentic reviews and builds customer loyalty while generating additional sales.

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To collect as many reviews as possible, follow these recommendations:
⏱ Be fast and reach out to  the customer while their experience is still fresh;
🤖 Avoid the "bot effect" by opting for a personalized email signed by a human;
❤️ Create an emotional connection or sense of belonging and leverage your brand values.

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<sub>💙 Bigblue Tips

‍Like CAVAL, From Future, or Cabaïa, use the Bigblue tracking page to collect customer reviews.</sub>

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Offer an exceptional tracking experience →

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🐱 Save Kittens like Cabaïa

Everyone loves cute animals and honourable causes. Cabaïa bets on collecting user-generated content and boosting engagement with the #MartyChallenge 💥

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For each photo customers post with Cabaïa products and their four-legged friends, the brand pledges to donate €1 to the animal protection association.

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With this clever technique, Cabaïa has donated €115,000, and their hashtag has nearly 10,000 posts on Instagram.

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The brand creates an inventory of ultra-engaging photos ready to be published on its Instagram account.

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📸 Transform Your Customers into Paparazzi like Balzac

Balzac has discovered a foolproof technique for collecting UGC.

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Every month, the brand offers €150 in-store credit in exchange for photos of their products spotted on the street 😳

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You don't need to be a customer or stage yourself to participate. You only need a good eye and remember to tag the account @vousenbalzacparis!

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Thanks to this clever strategy, the brand has collected over 2,500 publications, and its secondary account has exceeded 20,000 followers.

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🏋️ Become Their Best Ally like Gymshark

Gymshark, a sportswear brand, helps members of its community change their lives in 66 days through its Gymshark66 challenge.

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The principle is simple: participants must provide three goals they hope to achieve in three months and share at least one photo with the #Gymshark66 at the start and end of the challenge.

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Members have access to workouts, unlock unique discounts, are invited to private events, and can try to win exclusive prizes.

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Their hashtag has been mentioned over 800,000 times on Instagram, and the brand has more than 4.5 million followers on TikTok.

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<sub>🚨 Breaking News: An influencer (or brand) followed by over 3 million subscribers generates the equivalent of 481 round trips between Paris and New York in one year.

‍This is the finding revealed by the agencies Footsprint and 1000heads in a study on the environmental impact of content published by influencers on Youtube, Instagram, and TikTok. If you are interested in the subject, I am sharing the link to download the full study and discover their tips to reduce this impact as a brand and user.</sub>

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📣 Reward Them like Si Si La Paillette

Last July, the brand launched its ambassador program to engage its community in a fun and effective way ✨

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For each mission completed, such as posting a story, following the brand on social media, and leaving a review or comment, program members accumulate points that can be redeemed for rewards.

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Si Si La Paillette has nearly 10,000 followers on TikTok, 80,000 followers on Instagram, and has received several thousand mentions, comments, and reviews.

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<sub>🤜🤛 Bigblue Friends

‍Si Si La Paillette uses Wiink to manage its ambassador program! If you like the concept, feel free to write to Joseph, the co-founder, on my behalf 🙋🏼‍♀️</sub>

30% of users say they never reach the bottom of a product page.

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So to optimise your conversion rate, you need to ensure your customers find all the information they need at a glance, without scrolling.

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To help you out, I'm sharing 8 tips from the most beautiful brands to create the perfect product page 👌

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And if, like me, you have more of a visual memory, I've added an illustrated cheat sheet at the end of the newsletter ⬇️

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0️. Get into m-commerce

I recently read that by the end of 2022, 53.3% of French shoppers (or over 22 million) had placed orders from their smartphones.

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By the end of 2023, more than 43% of total e-commerce sales are expected to be made on mobile devices.

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To provide your customers with the best possible experience, make sure that your page is optimised for small screens, that it loads quickly and that your navigation is smooth.  

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1️. Take care of your product names like Asphalte.

Your product name is the first thing users see when they arrive on your page.

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Like Asphalte, choose a descriptive and catchy name that immediately communicates the product's value and reassures your customers.

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By opting for "Ultimate T-shirt" rather than "white cotton T-shirt", Asphalte has been able to increase its conversion rate by 78%.

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<sub>⭐️ Tips for creating great product names

‍To get your visitors to click every time, here are some magic words that appeal to the 7 universal emotions:
-> Vanity: brillant, sexy, awesome, unbeatable…
-> Laziness: guide, simple, less than, child’s play...
-> Gluttony: enjoy, benefit, huge...
-> Urgency: don’t miss, more than...
-> Humour: funny, amusing, original...
-> Trust: approved, tested, authentic, for life...
-> Envy: for you, personalised, unique...</sub>

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2️. Display your customer's reviews like Détective Box.

92% of online shoppers trust a brand recommended by their peers, and 90% believe that positive product reviews influence their purchase decision.

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So showing your customer reviews is a real hack to gain their trust and triple your conversion rate 🚀

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Like Detective Box, let your visitors know what your users think of your products directly on your product page.

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<sub>💙 Bigblue Tips

‍Our order tracking emails have an average open rate of 74%. Like Detective Box, Unbottled or Lashilé, set them up to automatically collect customer reviews with every order.

Level-up my post-purchase emails →</sub>

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3️. Optimise your add to cart button...

Think BIG and use contrasting colours to ensure your customers can't miss it!

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To take your user experience up a notch, I would also recommend :

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• Opting for a static button, which is always within the user's thumb's reach,
• Including the price directly (to save space on mobile ☝️),
• Offering a quick purchase button to improve the buying experience.

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<sub>🤜🤛 Bigblue Friends

‍Like Cōtelé, ANJA or Puissante, use the tool JUST to offer your customers an immediate and easy checkout process and increase your conversion rate by up to +20%</sub>

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4️... and display the fastest delivery date like OMA&ME

Offering fast delivery is a must for your customers, and 41% of them expect to be able to choose a two-day delivery.

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Offering fast delivery options and an estimated delivery date directly on your product page is a great way to reassure your visitors and encourage them to order.

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<sub>💙 Bigblue tips

‍OMA&ME uses Bigblue’s Fast Tag to highlight to its customers the fastest delivery date according to their location and enhance their pre-shopping experience.

Learn more about Fast Tag →</sub>

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5️. Offer free delivery, like Si Si La Paillette.

9 out of 10 customers admit that free delivery encourages them to add more items to their basket; their orders are, on average, 30% higher.

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Like Si Si La Paillette, opt for this strategy to increase your conversion rate and your customers' average basket.

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6️. Wow them with your images like Cabaïa.

67% of consumers consider the quality of a product photo as "very important" in their purchase decision.

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Here is a checklist for ideal product images:

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• Prioritise high definition,
• Present the specificities of your products (materials, benefits, etc.),
• Offer images or videos of your products in real-life situations,
• Add User Generated Content to increase your conversion by up to 6%.

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7️. Offer your products in batches like Unbottled.

Products sold in batches have an AOV 42% higher than those sold individually.

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Offering your products in batches and with a discounted price is a great way to increase your average order value by encouraging your customers to buy multiple items.

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<sub>💙 Bigblue tips

‍Unbotted uses Bigblue to quickly set up their product bundles and ship them smoothly.</sub>

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8️. Reassure your customers like Tediber.

Reassuring your customers at the time of purchase is crucial, even more so if the item's price is high.

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Like Tediber, reassure your customers in an instant by offering :

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• Different payment options (payment in chunks, "buy now, pay later", etc.),
• Free returns,
• A "satisfied or refunded" guarantee after a certain period.

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<sub>🎁 The perfect product page cheat sheet

‍Because a picture is worth a thousand words, I'm sharing with you, as promised, the illustrated version of an ideal product page made by Tim Dumain, the CEO of Bigblue.</sub>

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Did you know that it takes just five milliseconds for a user to decide whether or not your e-commerce site is trustworthy? That's a pretty short window of time to make a good impression!

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If you don't manage to convince them in those first few milliseconds, not only might you miss out on a sale, but you could also end up losing £29 in acquisition costs. Yikes!

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In this email, I will share six strategies to make your e-commerce site more user-friendly and turn those visitors into loyal customers. 🤝

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1️. Focus on speed

Did you know a page should ideally load in under 1 second, regardless of the device or connection quality? That's right! And for every second it takes to load, you risk losing 25% of potential customers.

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To ensure that your website is lightning-fast and provides a seamless browsing experience for your visitors, I recommend using these three free tools:

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• GTmetrix: this tool allows you to analyse your website's speed across different channels and identifies what's causing any performance issues.
• Web dev: use this tool to measure the quality of a page on your site and receive recommendations on how to improve it.
• RequestMap: to remove too greedy applications and optimise your loading time.

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2️. Optimise your product pages with the right images and descriptions

Optimise your product pages with the right photos and descriptions

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30% of users will not scroll to the bottom of your product pages.

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According to the experts at BlackSwan, your visitors should be able to see at a glance:

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• The name of the product,
• Good quality photos that present the product correctly,
• Its price,
• A short description with important information (composition, benefits, manufacturing, etc.),
• A clear and visible call to action.

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If you lack inspiration, you can take inspiration from those of CAVAL ⤵️

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<sub>🤜🤛 Bigblue's Friends

‍If you like CAVAL’s product pages, get in touch with BlackSwan agency, they did a fantastic job redesigning their Csite or Si Si La Paillette.</sub>

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3️. Adopt a mobile-first approach

This is a must for a good user experience.

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In January this year, 65,5 % of online traffic was on mobile. Moreover, 57% of Internet users say they would not recommend a mobile brand whose site needs optimisation.

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And to check that your e-commerce meets all the criteria, you need to test!

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• Check your navigation and responsive design on a 5" screen,
• Make sure that the important information on the product page is visible,
• Test the payment steps to judge if the process is simple and smooth.

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<sub>⏱ Bonus tip

‍To go faster, you can also use the Webmobilefirst extension to test the responsive design of your e-commerce on mobile, tablet and even connected watch!</sub>

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4️. Display User Generated Content

I discuss it regularly in this newsletter: content your customers generate is an ultra-powerful conversion lever.

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90% of users say a positive product review influences their purchasing decision.

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Integrating them directly into your product pages is an effective way to reassure your prospect at a glance and encourage them to place an order.

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Lashilé uses this strategy to increase the conversion rate of their product pages... and collect more reviews! One of their best-selling products even has over 1600 ratings, photos and reviews.

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<sub>👩🏻‍🎤 The ultimate guide to User Generated Content

‍In case you missed it, we've written a playbook dedicated to UGC. We reveal to you for free more than fifty tips, tools and e-commerce brand strategies to create, collect, distribute UGC and explode your sales 🔥

Get the playbook for free</sub>

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5️. Engage with customers via live chat

51% of users are more likely to order from a brand that offers this service.

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To boost the effectiveness of your chat, I share some best practices:

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• Identify triggers and set up your chat so that it helps your customer at the right time,
• Humanise your responses as much as possible to avoid the robot effect,
• Pre-write your messages to optimise your response time,
• Offer self-service after-sales so customers can solve their requests independently and free up your support teams' time.

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<sub>🛠 Bigblue tools

‍Most CRMs like Gorgias ou Zendesk offer chat functionality. Alternatively, to take personalization up a level, I recommend the tools Attentive or Charles to send your product recommendations via SMS and WhatsApp.</sub>

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6️. Recovering abandoned shopping carts with email sequences

About 70% of users abandon their shopping carts 🛒

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With good copywriting and well-configured workflows, Les Secrets de Loly automatically recovers up to 20% of its abandoned carts.

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If you want to test it, I am sharing with you the email (and SMS) sequence recommended by Thomas Pedegaye, the founder of the agency EmailClub :

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• Trigger: the user has entered his email but abandoned his cart at checkout
• Email 1 after 15 min (SMS 1 after 30 min): a short urgent message that sends your customer back to their basket.  
• Email 2 after 1 to 2 hours (SMS 2 after 1 day): a reminder of the product's advantages or your mission + addition of a first promotion (to be defined according to your strategy and your margins).
• Email 3 after 24 hours: specify that this is the last email and add a second, more attractive promotion.