The Automotive eCommerce Guide to Navigation and Images

The Automotive eCommerce Guide to Navigation and Images

automotive eCommerce
In order to construct a visually appealing Automotive eCommerce site that promotes a fluid customer experience, there are two important things to keep in mind: know your customer and keep it simple.

Those statements may seem obvious. Certainly you must identify your customer base, and of course, you shouldn’t over-complicate your site. As obvious as it may sound, many Automotive eCommerce sites get it wrong. Whether that is due to the considerable amount of data on the topic or simply the nature of the industry, here are some tips to help keep you above par.

The best converting Auto eCommerce sites are the ones that are easy to navigate. First, identify your niche. Then, cater your navigation to your specific customer. The biggest challenge is always the data.

Data Should Fit the Customer Experience – Not the Other Way Around

Data is arguably one of the most difficult aspects of Automotive eCommerce because it is extensive, complex, and ever-changing. Recent trends in the Automotive industry point to the year, make, model, and engine-filtered navigation. We have seen Auto eCommerce companies spend so much time, money, and effort simply integrating this functionality that they gloss over the issue of how a customer actually shops. The best automotive eCommerce sites are the ones that are extremely simple and easy to navigate with the ability to land customers on a very relevant and specific landing page. That’s very hard to do with the year, make, and model lookup. Our favorite (and the best converting) sites are the ones that utilize categorized navigation effectively, such as runningboardwarehouse.com and bumpersuperstore.com.


Running Board Warehouse separates their navigation into vehicle, category, and brand.


Bumper Superstore has multiple categories (including best selling, front and rear, style, vehicle, and all) that allow the customer to shop in a way that best suits their needs.

Make the user experience cater to how the customer shops – don’t try to cater the customer experience to the data. Because of data difficulties, merchants should start by identifying their niche (accessories, reused parts, etc.). Once they do, basing your site navigation and user experience around that specific niche will make fitting your data in that much easier.

Images Can Make or Break a Conversion

Automotive parts sites are often notorious for having either poor quality or catch-all representative images. Merchants that successfully convert prospects to customers generally take their own photos. Some do better than others, but having images that are detailed, bright, enlargeable, and vehicle-specific are more likely to resonate with customers. Nobody with a Dodge Ram wants to look at a Ford F-150 when shopping for aftermarket accessories – they want to know what the product is going to look like on their vehicle. Even though its a different industry, our work with Watson’s is very similar to what we’re discussing here.

Often times images are pushed to the back of the to-do list. But, if you’re selling online, you need actual photos of every individual part. When people are searching for a specific product online, they use their eyes to verify that they are purchasing the right thing. If there are basic filler images and customers receive a product that’s not right, they won’t trust you again. They need to be able to look at the picture and description and know that’s what they need.

Consistency is key, but lifestyle images should be incorporated into your site as well. If someone is searching for a tonneau cover, they want to see how to use it. They want inspiration – so inspire them to buy your products by showing them how to use the product and its various features. This can be done with images and video – don’t limit your team to just a photographer. Investing in video will pay off and help you inspire ideas and trust with customers. Incorporate videos onto your site with product demonstrations, installation how-to, Q&A, and customer testimonials.

Build a Community

Keep in mind that your customers are enthusiasts. Build a community around your brand with good content, social and email outreach/remarketing, or even some sort of rewards program. These days, when things are increasingly competitive in the auto industry, it’s a necessity to do more to engage your customers after their initial purchase. For additional help in building a strong customer following, check out one of our previous blogs on the topic. 

If you need assistance with your automotive eCommerce site, feel free to contact us today.

December 2018 Orange Report: eCommerce & Digital Marketing Tips

December 2018 Orange Report: eCommerce & Digital Marketing Tips

DECEMBER 2018 ORANGE REPORT

For this month’s Orange Report, we’re sharing a few of our best and most recent blogs that speak on all things Magento, eCommerce, and Digital Marketing. Like always, we encourage everyone using Magento to make the most of its functionalities by incorporating the very best Magento extensions and news.

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Everything you need to know about eCommerce, digital marketing, and Magento.

How to Re-Engage Dormant Email Subscribers

The path to re-engage dormant subscribers is often both long and difficult. These steps will either help you reconnect with your subscribers or determine if it’s time to move on.
your subscribers or determine if it’s time to move on.

The Factors Impacting Email Deliverability

Email marketing is still one of the best ways to establish a relationship with current and potential customers—even in 2018. Having a healthy email deliverability is critical. These factors impact your email sends.


How User Intent Can Impact Website Traffic

No matter how good your SEO strategy is, your website visitors won’t stay long if they don’t find what they’re looking for fast. Determine the intent of your website’s visitors to better curate content for them.

How User Intent Can Impact Website Traffic

How User Intent Can Impact Website Traffic

user intent

Getting visitors to a website requires work, and that’s only half the battle. No matter how  good your SEO strategy and tactics, visitors won’t stay around long if they don’t easily find what they’re looking for. A successful site anticipates user intent—the reasons behind the search—and provides content that will satisfy it.

Types of Searches

When a user goes online to conduct a search, sometimes they are looking for general information on a topic. Other times they want something specific. These specific searches are most valuable because they are more likely to turn into business transactions. In order to understand why visitors are coming to your website, try classifying the searches they conduct that ultimately lead them there.

Most internet searches can be classified into 3 different forms of intent:

  • Topical: Searches for information about a topic may be general or specific. If the searcher is looking for an answer to a particular question and finds it on a site, that can lead to bookmarking the site and coming back again.
  • Website-specific: Searches aimed at finding a particular website are very specific and demonstrate prior interest. These will often lead to a business transaction.
  • Transactional: Searches aimed at a transaction, such as a purchase or subscription, are specific and promise a quick conversion—if the site handles them properly.

How Intent Affects Content

As the internet has developed and evolved, search engines have become much better at understanding intent. As a result, strategies to increase website traffic have changed too. For example, crude SEO tactics like keyword stuffing haven’t been effective for some time (in fact, they will often result in lowering your SEO ranking). This is why matching content to what the user wants and expects to see produces better results than trying to game the system. And when a user sees what they were looking for on your website, the opportunity to do business with them is that much greater.

To achieve the best results, website creators should design each page with a clear knowledge of its end purpose. Is it to provide a general introduction to the business, to answer questions about it, or to sell a product? Creators need to put themselves into the user’s shoes. What are people going to search for, and what kind of content will satisfy them?

Pages designed specifically to optimize SEO can fail when it comes to giving the user the information they are actually searching for. For example, a business could lose potential customers if their website visitors have to look extensively for the address of a nearby store but find only testimonials about how great the company is. Instead, website creators should provide a store locator with a conspicuous link to it on the homepage. This same strategy comes to play when searchers are looking for a certain product, only to land on a page that displays it but doesn’t even say if it is available for purchase or not. Product searches should yield product-specific results.

The bottom line is that sales will be much harder to make if the user can’t get to where they want to go and fast. A page should make it clear from a quick glance that it has the information relevant to the searcher’s intent. If the information is buried too deep within the page, chances are it won’t be very effective.

How to Understand Intent

Several techniques will help you understand what the intent is of your website visitors.

Searching social media and forums for mentions of the site will provide valuable information about what people want to know. Your site can also add an FAQ page directed at answering common questions and facilitating sales.

One of the best ways to understand user intent is by trying out search terms and looking at the list of related searches. For example, a search for “socket wrench” on Google reveals that related searches include “socket wrench sizes” and “ratchet socket wrench.” This simple example search reveals that most people searching for these keywords need information on the size and types of wrenches available. Use this technique to tailor your website’s content to make sure people can find the information they need.

Online tools such as KeywordTool.io give lists of words and phrases related to a given keyword. They help provide clues about what people are searching for, as well as unrelated intents that offer no value. People searching for “a wrenching experience” probably aren’t immediately interested in buying socket wrenches.

To get the most out of every visit, a website needs to have content that mirrors the intent of its visitors. Research and planning are the keys to accomplishing this. If you’d like help, please contact us.

How to Re-Engage Dormant Email Subscribers

How to Re-Engage Dormant Email Subscribers

dormant subscribers

Dormant subscribers are among the biggest challenges an email marketer must face.

In the modern digital world, email subscribers are a significant part of your success. These are people who are interested in your newsletters, excited by seasonal deals, and more likely to come back as repeat buyers time and time again. But what happens when one (or more) of your subscribers stop opening emails or clicking on links?

It’s incredibly difficult to understand exactly why a subscriber has chosen to stop opening your emails. Perhaps they are bored with what they may view as repetitive offers, assuming they already know what’s inside the message. Or their email service started sorting your messages into the spam folder. Or they have just been super-busy, so have been skipping lots of emails, including yours. Fortunately, there are a number of ways to effectively re-engage your dormant subscribers or determine if they’re out for good.

Change Up Your Subject Lines

The first and easiest step to re-engage subscribers is simply to change the way you write subject lines. Over time, subscribers may begin to skim over your emails, noting that they have seen that subject line previously and assume they already know what’s inside. To break that pattern, step out of your rigid subject structure and try something new.

If you regularly focus your subject lines on discount percent (ex: “September 20% discount opportunities!”), try focusing on seasonal specials (ex: Our famous holiday desserts are on the menu!”) or even speaking to the subscribers directly (“Your favorite ice cream is on sale this week at LocalStore!”). The key is to significantly change the way you address your subscribers. Surprise them, or better yet, offer them something new. Inspire them to take a second look at your content.

Send ‘From’ a Different Email Address

Although it often goes unnoticed, the “from” address is an important aspect of subscriber response. The ‘from’ line of an email is how we judge who is sending us a message. Is it a robot or a person? A stranger or someone we already know? Especially on mobile, the “from” address is big and bold – and when scrolling through dozens of emails, it’s easy to filter through content based on the sender. By changing “who” your email appears to be from, you can inspire subscribers to subtly or even completely re-think how they look at your emails.

Additionally, certain “from” fields can trigger automatic spam filtration – which is detrimental to open rates. If a subscriber has stopped reading your emails because they always land in the spam bin, a new source email and ‘from’ address can get you back in the main inbox.

Incentivizing the Click

Incentivizing the click is all about offering something new. Make a big splash with a significant or personal offer. Or offer content that isn’t sale or discount focused, but that simply helps lift your brand or makes a connection with or provides value to your subscribers. Make sure it is out-of-sync with your normal marketing schedule and offers something your subscribers aren’t expecting to see. This one-time out-of-the-ordinary communication and more surprises like it in the future may be enough to re-engage customers who just haven’t felt like engaging lately.

Reviewing Your Contact Data

Take a closer look at the data available about your dormant subscribers. Before investing too much in re-engagement, it’s important to know what you’re working with. For example, someone may have changed jobs and no longer uses that particular email address at all. Or maybe they moved away from your physical store location and, therefore, have stopped looking for local deals.

A little bit of research and certain industry tools can help you identify some clear reasons why someone no longer reads your content. Some of the reasons may indicate a subscriber who is recoverable, while others may lead you to let them go permanently.

Remove Truly Unengaged Subscribers

This last tip brings us to our final point: if a subscriber is genuinely no longer interested or if all engagement strategies fail, cut them loose. You don’t need inactive names cluttering your mailing lists and reducing your email “engagement scores”, when there are real, engaged customers to work with. You can significantly improve your overall results by knowing when it’s time to scratch a name off your list. Not only is this good for your efficiency, but it will increase open rate percentage and decreases your chance of being flagged as a spam IP.

Address the Problem Quickly

If you have a mailing list that is starting to wane, don’t let the problem continue as-is. Do everything you can to re-engage interest with your subscribers by following these tips and attempting something new. If you need assistance, feel free to contact us today.

The Factors Impacting Email Deliverability

The Factors Impacting Email Deliverability

Email Deliverability

Email marketing is a great tool for establishing relationships with potential customers, current customers, and even past customers because it gives you the opportunity to reach out to them directly through their inbox. But in order for email marketing to be to be an effective tool of communication, the email must get to the mailbox and must be read. Service providers and end users filter aggressively against spam, and you need to make sure your messages don’t get caught by those spam filters.

There are four main factors which affect deliverability; three of them are directly under your control, while the other is a matter of user behavior (which is still a directly connected to what you send).

Subject Lines and Content

An obvious factor affecting email deliverability is the subject line and actual content of the messages. Using “spam words” can get a message blocked, even if they serve legitimate business purposes. Avoid overusing expressions like “free,” “must respond today,” and “urgent.” This is especially crucial when crafting a subject line. Anything that looks too good to be true is likely to be flagged – a straightforward description is more likely to get through.

Also, don’t overload the message with images. Having a message that consists of one big image may look great when you compose it, but the odds of it being flagged as spam are high. A good rule of thumb: email content should contain around 40% images and 60%  text.

Additionally, here are a couple of content tips that affect deliverability:

  • Be careful with your links. A link to a website with a bad reputation will land your messages in a black hole.
  • Always include a clear unsubscribe link and the sender’s physical mailing address.
  • Do not use excessive capitalization or punctuation.

Domain Usage

Your sending domain or Email Service Provider (ESP) carries a reputation that affects deliverability. If your domain has a good reputation, your chances of successful delivery are good. If you are blacklisted because you made a mistake or someone started a campaign of malicious complaints, make fixing your reputation a priority.

The “From” address should always use a domain which your business controls. Using Hotmail or Gmail addresses for business mail looks unprofessional and is likely to get your messages blocked. Further, periodically run your domains through a blacklist checker, like MX Toolbox. That way you know if you’ve been flagged for spam or other complaints that could lead to blacklisting.

Additional tip: Consider having different domains for marketing emails vs transactional, that way if one becomes compromised or receives complaints, you can continue sending from the other.

IP Addresses

The Internet Protocol address is a numerical identifier of the sender’s server. All devices connected to a computer network have an IP address and thus every email is sent from one. As long as you keep it secure, no one else can send mail from it.

An IP address reflects the reputation of the sender, which is based on several factors.

  • Send volume: the number of emails sent.
  • Send frequency: the number of campaigns that are deployed per week or month.
  • User interaction: individuals who open and click — and complain or unsubscribe.
  • Quality: percentages of bounces or undeliverable emails.

IP reputation affects how an Internet Service provider will treat an email. Many companies utilize an ESP to send marketing emails. There are two types of IP addresses that ESP’s use:

  • Shared: More than one company or brand is sending from one IP address
  • Dedicated: The company or brand has one unique IP address

Some service providers issue a pool of IP addresses that all their customers share. If your sending volumes are small and you can benefit from the pooling volume (with other senders), make sure you educate yourself on their best practices and look into their efforts on ensuring a good IP reputation.

If your sending volume grows and you need to use a dedicated IP address, remember that it has no previous history – meaning that its reputation, good or bad, is up to you. Start small and gradually increase the number of emails you are sending. Begin by sending to your most engaged audience – this sends good signals to the mailbox regarding your reputation. As mailboxes begin to regard you as a responsible sender, you can increase the number of emails you are sending.

Recipient Behavior

The way recipients treat your messages can affect the likelihood that they’ll receive your future ones. If they delete your messages without reading them, then smart filters will take that into account. If they do it consistently, the filters will start marking everything you send as spam. If they file reports, their providers will take note. Enough complaints will result in your mail being blocked.

So how do you avoid this? Be strategic with your content. Follow an opt-in policy, make it easy to unsubscribe, and keep the amount of mail within reasonable bounds. The quality of your mail, not the quantity, is what will get engagement.

Follow good email practices, and you’ll get people reading it. Be sure to keep your content fresh and interesting, and analyze data to understand what readers want to read, and what they commonly ignore.

If you need help with your email marketing or want to get started with an ongoing email marketing program, contact us today.