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FB Marketing

The document discusses optimizing online transactions by enhancing the customer journey through mobile-friendly designs, clear guidance, reduced clicks, fast load times, diverse payment methods, and easy return processes. It emphasizes the importance of creating a seamless shopping experience to minimize drop-off rates and improve conversion. Additionally, it provides a formula for successful ad copy that combines audience insight, unique benefits, and clear calls to action.

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nobibig129
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8 views2 pages

FB Marketing

The document discusses optimizing online transactions by enhancing the customer journey through mobile-friendly designs, clear guidance, reduced clicks, fast load times, diverse payment methods, and easy return processes. It emphasizes the importance of creating a seamless shopping experience to minimize drop-off rates and improve conversion. Additionally, it provides a formula for successful ad copy that combines audience insight, unique benefits, and clear calls to action.

Uploaded by

nobibig129
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Online transactions

Opportunities to optimise
Consider your customers' journey when shopping online. What's their experience
when browsing new products, adding items to the basket and checking out?

Factors that may affect purchase behaviour

Mobile- Number of Payment


Guidance Load time Delivery Returns
friendly clicks methods

• Mobile-friendly. People expect an easy checkout process. Make sure that the checkout process
on your website is mobile-responsive, if not mobile-first. This includes browsing products, adding
items to basket and putting in the order.

• Guidance. From browsing to placing an order, the shopping experience should be seamless. The
checkout process should be easy for shoppers, meaning the information they need to put into
each field and next steps should be clear. Anticipate questions shoppers may have with readily
available resources, such as shipping and return information.

• Number of clicks. A complicated checkout process can head to higher drop-off rates. Requiring
a shopper to add their job title or surname (adds about 2 clicks or taps) or their date of birth
(adds up to 11 clicks or taps) could turn customers away.

• Load time. Slow load time on checkout pages can cause doubt in the mind of the shopper and
force them to exit before they complete their payment. Improve your website's page load speed,
particularly in the checkout process

• Payment methods. Accept local, modern and multiple payment options, such as ApplePay, to
reach broader consumers.

• Delivery. Research shows that shoppers are more likely to convert if fast and free delivery is
available. In this modern day, customers want their purchases to arrive as soon as possible.

• Returns. Some of your customers will want to return their purchases. Make this process as
simple and easy as possible. Try including a page on your site describing the return process in
detail or offering a prepaid return label.
Online transactions
Mobile-first creative considerations

Design for
Frame for mobile Visual impact Highlight brand Clear message Action-oriented
sound off

Image Club Soda


- Show the product as the focal
Clearly articulate the benefit
point of the image Organic drinks with flavours from all over the world.
Now that's refreshing!
- Create colour contrast with the
background

Create a sense of urgency 10% off your first 10% off your f
order until 31 August order until Au

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Formula for successful ad copy

Insight about your Benefit Action Key message


audience
+ + =
What is your audience What unique value will What action do you want Make sure that it's clear
looking for? people get? your audience to take? and concise!

Organic drinks with 10% off your first order Shop Now Organic drinks with
flavours from all over the until 31 August. flavours from all over the
world. world.
Now that's refreshing!
10% off your first order
until 31 August.

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