Metrilo’s mission is to help you build your ecommerce brand and win your place in the customer’s heart. We share what we learn from our daily work with product innovators and founders here. Subscribe to our weekly newsletter to get the freshest lessons and conquer your niche.
We promise no spam.
Thank you for subscribing!
See you soon :-)
Online sales for eCommerce businesses reached $501 billion in the U.S. in 2018. Those sales are expected to rise to $740 billion by 2023. If you want to optimize your marketing efforts for your eCommerce business and improve your conversion rate, consider changing your copywriting strategy.
Create a better blog and website copy that meets Google’s content quality guidelines to improve your search engine results page (SERP) rankings. Write eCommerce content that shares your unique brand voice and enhances your brand-building efforts. Use the following eCommerce copywriting tips to optimize brand promotion on your website.
The beauty and cosmetics industry is staggeringly huge.
Globally, the industry is worth over $500 billion with skincare being the most profitable. Then it should be of no surprise to you that 45% of beauty videos on YouTube are makeup tutorials, or that L’oreal’s revenue in 2018 topped $31.2 billion USD.
But that doesn’t mean that smaller brands can’t thrive – quite the opposite in fact. Society is becoming more and more aware of what we put into – and onto – our bodies.
And cosmetics are no exception.
This shift in consumerism makes it possible for smaller brands with values different to massive corporations to take a nice slice of the market.
Organic skincare brands, natural moisturisers and sustainable ingredients are unique selling points that the consumer wants to be a part of.
Furthermore, the success of D2C brands (Direct To Customer) like Glossier and subscription boxes like BirchBox and Ipsy have only solidified the power of the internet as the best way to build up a customer base.
But with competition as fierce as it is, building that loyal and engaged community around your brand can be tricky. But whether you’re selling in-store or online, there’s one physical touchpoint that comes first.
In this article, you’ll see:
We doubt that there’s an ecommerce marketer who’d deny the importance of customer segmentation for email campaigns. When we have so much first-party data on user behavior, of course we’ll use it to give them a better experience and more relevant products!
However, there’s one additional layer of data that most ecommerce brands overlook and it leaves their email marketing somewhat personalized but not enough. A customer gets a message like this one:
Need sparkly heels for that dress you got? We got you covered!”
And wonders: “I got this dress 3 years ago for a wedding and it’s definitely out of style by now…It doesn’t even fit me anymore, why would I need the heels?”
A sale lost right there.
Because the brand didn’t pay attention when the action was taken.
Why some products sell very well and others don’t? What’s the dynamic between your products and your customers? How to push underperforming products to success?
Every ecommerce brand experiences issues with the different products in its range. And while it’s absolutely normal to discontinue some products, it doesn’t have to be the only way.
If a product sells very badly compared to your other items, it doesn’t necessarily mean people don’t want it. Probably they just overlook it and choose something else. A little product analysis can help you solve this problem and up your sales without changing your range.
Generally, underperforming products are:
The problem is in presentation – how you promote them. Here are a few ideas how to sell more of the items that don’t sell well. And none of them includes discounting, devaluing your brand or faking urgency!
The future of consumer goods and ecommerce is not unicorns. It’s niche $10M ponies.
Bonobos, Glossier, Casper – we have heard all about those darlings of the consumer goods space. Investors love them as they love any disruptors – venture funds specializing in direct-to-consumer (DTC) brands are popping up in Europe and the US.
Forerunner Ventures alone raised $360M to invest in those companies. DTC brands (also known as DNVB – Digitally Native Vertical Brands) are the hope and future of a stagnant market. For a bit, it seemed like consumer brands are following in the steps of SaaS, shooting for the stars.
Can DTC be the new SaaS or gig Economy? Can the new AirBnB be a mattress, razors or underwear company?
Yes and no.
A hundred years ago, consumer products were a symbol of democratization – everyday items became available in large quantities at an affordable price as people didn’t need to make their own soap, sew their clothes or knead their bread.
Convenience and the new-found joy in being able to buy things without making them led people to believe slogans like “the best canned tomato soup” and buy it in scores. It worked in those early consumerism days before society started to change faster than products on the market.