ASOS

product videos

Six creative examples of product videos to inspire your own efforts

Product videos are a very effective online sales tool as they give a better view of the item and help to answer any queries the customer might have.

We’ve previously blogged a number of case studies from retailers that have boosted conversions by as much as 160% by using product videos, so the potential impact of the feature shouldn’t be ignored.

But the precise use of video will differ depending on what you’re trying to sell, as clothing retailers will obviously have a different sales pitch to a software vendor. So with this in mind here are six examples of businesses that got creative with their product videos.

And to find out more about how to get creative with marketing, come to Econsultancy’s Punch event. Curated by Creative Review, Punch showcases the best of insight-driven creative and forms part of our week-long Festival of Marketing extravaganza.

How retailers are using social for Fashion Week

London Fashion Week kicked off on Friday and social marketing teams have gone into overdrive trying to produce content to keep their fans and followers in the loop.

The action on Twitter focuses around the hashtag #LFW, so being a fashionable guy I thought I’d check out how retailers are getting involved in the week’s events.

All the usual suspects have begun sharing relevant content, so here’s a quick run down of how different brands are using social to make the most of fashion week…

Instagram: nine different ways to market your brand

Photo-sharing app Instagram has long since left its hipster roots behind and is now a social network for the masses, which inevitably means that marketers are looking at ways to exploit its popularity.

According to the platform’s own statistics, Instagram’s 130 million active users share 45 million photos every day so there’s plenty of opportunity to gain brand exposure.

We’ve previously looked at nine brands making good use of Instagram and four others rocking the app’s new video feature.

And on that theme, here are nine ways in which brands can use Instagram for marketing…

Five key themes for fashion ecommerce success

So here’s the bad news. It’s no longer enough for your site to be ‘usable’ and ‘intuitive’. Today’s best in breed online retailers mastered the usability thing a while back and have long moved on.

To survive in a competitive market your site must also draw customers in, provide ideas, inspiration and help all without being overly attentive and obtrusive. 

Whether your site is selling high fashion or stationery, we can all learn something from the most successful online retailers. We used whatusersdo.com to find out what was working best on two big fashion retail sites: ASOS and H&M.

Here are the five key themes both have hit upon to help them to their success.  

How welcome emails vary among 16 fashion retailers, and who didn’t send one

Yesterday I wrote a blog looking at the different ways in which fashion retailers handled the process of capturing customer data when they signup to email alerts.

It turns out that the procedure varies quite drastically between sites, with some businesses requiring just your email while others need to know a great deal of personal information.

A day later and the welcome emails have arrived, however not all of the brands could be bothered to roll out the red carpet.

Though I signed up to 16 email newsletters only 11 welcome emails arrived, with ASOS, Schuh, Miss Selfridge, Boohoo and Office failing to get in touch.

Email sign up forms: a look at how 16 fashion retailers collect customer data

Email is a consistently effective method of driving sales, so having a large database of customer addresses is a powerful tool for ecommerce businesses.

In fact our Email Census 2013 found that more than half of responding companies achieve 10% of their sales directly from email marketing.

All ecommerce businesses have a sign up form somewhere on their homepage, though the precise method of subscribing varies between each site.

To find out the most effective way of collecting customer information, I signed up to email newsletters from 16 major online fashion retailers.

A year on, how do the top 10 UK retailers use Pinterest?

Around this time last year I wrote a post looking at which of the top 10 UK retailers use Pinterest.

Back then Pinterest was the new kid on the block with bags of potential for building brand identity and driving sales.

To find out whether those brands have persisted with Pinterest or decided the grass is greener over on Google+, I’ve revisited the same retailers to see whether they still use the network and how their strategies have altered. 

The findings are below, but for more information on this topic check out our Pinterest for Business Report or our blog post on how the top 10 US retailers use Pinterest…

Online department store SEO: ASOS gets the onsite basics right

Online-only ‘department stores’ have a big job in terms of SEO, thanks to large product ranges, the size of the sites and the number of brands contained therein.

So how well are they doing? Are they getting the basics right? 

With help from 4Ps Marketing SEO Manager Ruth Attwood, I have some insight into the on-site SEO strategies of four major ‘department store’ websites: ASOS, Boohoo.com, MyWardrobe, and Net A Porter. 

As we can see from the example of ASOS, doing the basics well can produce excellent results, and give brands a real advantage over competitors. 

Five great social media campaigns and their metrics

For the last month we’ve been bringing you some exciting campaigns and creative, shortlisted for The Digitals 2013.

Here are five more, from the social media category.

I’ve included some of the hard results of the work, as so often our readers are interested in the numbers involved. Enjoy!

Nine tips to help improve your product filtering options

Only a small proportion of shoppers will arrive at an ecommerce site knowing the exact product they’re looking for, while most will prefer to browse and consider different options.

As such sites need to give shoppers tools to search their product range and strip out the items they’re not interested in.

An effective site search function is obviously a key element, but product filters are also necessary if you want to deliver a decent user experience.

In fact kilt retailer buyakilt.com saw a 26% increase in conversions and a whopping 76.1% boost in revenue after implementing a product filter which gave visitors an option to shop by kilt type and kilt pattern.

Mobile checkouts: which of the top 20 retailers have upgraded in the past year?

This time last year I looked at the mobile sites for the UK’s top 20 retailers to see which offered the best checkout process.

I found that there were a number of common flaws, such as forced registration, but in general the standard was quite high.

However I was also surprised to see that eight of the retailers were still relying on desktop sites. 

As 12 months has now passed I thought it would be interesting to see whether the situation had changed at all and find out which retailers have made an effort to upgrade their sites.

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