1. Increased average order value from dynamic accessory upsells balanced out
profit margins.
It’s hard enough getting all of the right descriptions, attributes,
specifications, images and other assets ready for the benchtop
equipment itself let alone the accessories. However, it’s well worth
the time invested.
For items we were able to add all of the accessories on and
dynamically present them as an upsell at checkout the average
order value was increased by nearly 25%.
Leveraging automated follow-up emails to customers who did not
add the accessory to their cart during checkout accounted for
nearly half of those upsells.
On-site merchandising of the accessory upsell via dynamic pop-up
banners did not contribute to as much volume as the two methods
above, but the conversion rate on them was very high.
Once there are 500 unique purchases of a specific product, or group
of products that have the same accessories to upsell, then pixel
based remarketing campaigns across Google Display, LinkedIn and
other networks will be very profitable. So, do not forget to add in
the tracking pixels today from those ad networks so the data is
starting to be collected.
2. Let users sign into your account with 3rd party credentials to decrease the
friction to purchase, everyone hates registering on yet another new website.
Just because none of the other sites in the lab industry are not
doing it, does not mean you should not try it. Look at what the
most popular consumer sites outside of the lab market are doing
and why their users love them, ease of logging in using existing
credentials is one of them.
After weighing the pros and cons and experimenting with
different implementations we decided to let users utilize 3rd
party logins without having to register on our site. This included
adding the ability for them to login with their existing Google or
Facebook accounts.
For 30 days we enabled an option at checkout to allow users to
pay using their account on our largest competitor, Amazon,
which worked well until we noticed how Amazon was using the
transaction data for their own marketing efforts.
3. Lab’s are finding products on price comparison networks like Google Shopping,
Shopzilla, NextTag, PriceGrabber much more frequently than expected.
After huge wins on Google Merchant Center with Google Shopping
Campaigns we decided to expand into other similar price comparison
marketplaces and found a positive return on investment compared to not
just the cost of including our products on these sites and the cost per click
of visitors form them to ours, but also including the large upfront time cost
of preparing our product information into the format they required.
Find price shopping networks that syndicate your one feed across multiple
sites to save you time.
Create different images with call to actions or unique selling propositions
embedded in them to increase interactions rate with your brand.
If we did not take advantage of all of the “supplemental feeds”
that the networks provide such as promos, price drops and
others then the ads would have never been competitive, so you
have to do it perfectly or not do it at all.
After trialing three different web apps that promise to push your
feed to all of the shopping networks automatically we decided to
do it manually since you cannot take advantage of the advanced
features of the networks which will actually help you sell product
while using the feed syndication apps.
Have you heard about the new and largest marketplace www.Lab.Equipment ?
Lab.Equipment is a Managed Marketplace for laboratory equipment and
supplies. Product content is hand written by our Market Managers that
enables the user to compare equipment with “apples-to-apples”
specifications and unique product descriptions.
Unlike other sites that redirect you to a 3rd party site after you find the
needed product, purchases are made directly inside of Lab.Equipment for
end-to-end transactions.
The Marketplace to be continually updated with the latest Lab.Equipment
promotions, pricings, and lab products from all brands within the benchtop
equipment categories currently on the site.
Go ahead and try our carefully built product criteria filters in each product
category today and see the vast difference of Lab.Equipment against other
websites when it comes to website user-convenience and product data
credibility. You will find Amazon and other marketplaces do not even come
close to the utility that you will find for a laboratory.
What is A Managed Marketplace?
- Purchases are made directly inside of the Managed Marketplace and then
sent to the best Fulfilment Partner (ILDA MEMBER) to fulfill the product
ordered.
- Promotions, Content and Pricing are done by the Market Manager to
acquire you new customers and maximize your lifetime value of them.
How CAN YOU BE PART OF THE MANAGED MARKETPLACE?
Join the Managed Marketplace by becoming a Fulfillment Partner:
- Order is taken on Lab.Equipment with captured payment, product
drop shipped by Fulfillment Partner to Customer
- Upsell campaigns automatically sent to the customer increasing your
LTV post initial order
- Funds are released to you minus a commission to the Market Manager
which is a percentage of the sale gross amount based on your partner
agreement