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ExactTarget – Location, Location, Location: Tips to Maximize Return on your Third Party Recommendation Tool

ExactTarget – Location, Location, Location: Tips to Maximize Return on your Third Party Recommendation Tool

Location, Location, Location: Tips to Maximize Return on your Third Party Recommendation Tool

By: ExactTarget

We’ve all heard the real estate mantra: LocationLocationLocation. If your store is not located in a prime spot, you can expect to fare worse than your competitor who is located on the busiest intersection in town.

The same principle holds true in the digital realm. Like the location factor in physical real estate, it’s a must for marketers and merchandisers to consider how they are using their web real estate to market and promote their products, with an emphasis on maximizing ROI.

As a SaaS provider for third party recommendation solutions, we’ve had many opportunities to test and optimize the positioning aspects of different tools–and for retailers, the proof is in the pudding.

Recommendations Tool Placement:

Merchandising cross-sells/upsells have become an  increasingly important element for eCommerce sites as businesses see their order vales increase and their shoppers engage in product discovery. Whether the recommendations are run internally or via a third party like iGoDigital, manually merchandised or automated, the foundation for success is the same.

If a customer never sees the additional product, even if the most relevant cross-sells are rendered useless. That’s why a prominent location is ESSENTIAL. In fact, iGoDigital has reported nearly a 2x increase in conversion rates and engagement metrics by simply including these recommendations “above the fold.” This small change can translate into real dollars for retailers.

One notable apparel retailer tested the location of its recommendations for 30 days by swapping its “recently viewed” products with iGoDigital’s personalized product recommendations. They saw a 3% increase in revenue when the recommendations were located above the page fold. This equates to a three million dollar addition to the site’s top line revenue.

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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
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