Anatomy of a High-Performing Online Utility Marketplace

Posted by Brian McKee | 5/6/19 9:07 AM | 0 Comments

We’ve all been there before. We’ve found ourselves browsing the internet and come across a great-looking online store we simply couldn’t resist. We clicked around, browsed products, read descriptions and reviews, confidently added items to our cart and checked out. We smiled in satisfaction upon receiving an instant confirmation that our new purchase was being prepped for shipment right to our door. Throughout this whole process, we never stopped to take note of the intuitive and intelligent design that made our shopping experience so easy and delightful.


Boosting Your Online Store With Google Shopping Ads

Posted by Alyssa Zingaro | 10/10/18 8:13 AM | 0 Comments

When you sell goods in an online store, it’s hard to stand out from the crowd. But Google Shopping Ads have been growing in popularity and effectiveness because they can help utilities identify good leads for online stores or marketplaces.

A potential buyer who clicks a Google Shopping Ad has already proven his or herself to be an interested customer because they've sought out the product by typing in a related search term. At the top of the Google results page, Google Shopping Ads serve up images and prices of relevant items. With the low instant rebate pricing in utility-based online stores, products get special placement, and ads can be controlled so they're only shown to shoppers in your service territory. Since only the most relevant and motivated shoppers see these ads, they’re extremely effective at driving online purchase conversions. Even if customers don’t buy immediately, they are more likely to return at a later time after seeing a Google Shopping Ad, especially if you pair them with Google Display Ads tied to remarketing code on your online store.


Online Store Product Photography That Converts

Posted by Daniel Shelley | 9/12/18 8:00 AM | 0 Comments

It makes sense that an online store that sells clothing, furniture or other highly visual consumer goods needs photos of those items to engage customers. But online stores that market energy-efficiency products also need high-quality images. 


Optimizing Your Online Store Images for Conversion

Posted by Robin Martin | 8/29/18 8:04 AM | 0 Comments

A picture is worth a thousand words. This is particularly true in today’s world of smartphones, Instagram and online marketing.


Importance of Integrating Marketing Technology Platforms

Posted by Danielle Marquis, Esq. | 8/22/18 9:00 AM | 0 Comments

Top-performing marketers in North America are 1.6 times more likely than those in poorly performing companies to prioritize integration of marketing and advertising technologies.


Importance of Timeliness in Digital Messaging

Posted by Alyssa Zingaro | 8/15/18 9:00 AM | 1 Comment

  • You’re researching online to compare options for a phone upgrade. Every time you open your laptop over the next few days, ads for the same phones catch your eye …
  • Or you’re shopping for hi-spec running shoes online, but when a friend calls with a favor you leave the site without clicking ‘buy’. Within an hour an email alert pops up with a friendly reminder that you’ve forgotten something …
  • Maybe your annoyance at discovering your flight’s been delayed is eased somewhat by a text from the airline just minutes later, offering a big apology and free wifi on a later flight. 

All these are examples of timely digital messaging—reaching customers at exactly the right moment in their value journey, with precisely the right stimulus, to help them engage with your brand in the ways you want.

For  years, marketers have used advanced data analytics to identify and target ideal customers, but the sheer proliferation of marketing messages now means that when you reach out is becoming just as vital as who you reach out to .  

Timely, relevant messaging is crucial for grabbing attention for the immediate purchase and for strengthening customer relationships and building your brand equity in the longer term. This means responding swiftly to specific customer behavior—for example, ‘abandoning cart’ without completing a smart thermostat purchase—and also to external triggers, like relevant news stories, outages or extreme weather warnings. 


Designing High-Converting Product Pages in Your Online Store

Posted by Jamie Fiore | 7/25/18 11:00 AM | 0 Comments

To turn more website visitors into customers, it’s best to follow industry-recognized best practices for your online store product pages. Mastering these should increase your conversion rates.


2018 Trends for Your Online Store

Posted by Danielle Marquis, Esq. | 7/18/18 11:00 AM | 0 Comments

“If you build it, they will come,” may be true for baseball—but not for your online store. In the competitive and constantly changing world of e-commerce, overlooking new technologies and trends means your store will likely get more strike-outs than hits with customers.

E-commerce specialist BigCommerce talked with 31 e-commerce experts about what they’re focusing on in 2018. In some of these areas, utilities are already ahead of the game because they know who their customers are and how to reach them. But in other aspects, utilities could learn from online retailers in other fields.


5 Marketing Tips to Boost Online Store Sales

Posted by Allison Sparrow | 7/12/18 11:00 AM | 0 Comments

Marketing plays a crucial role in the success of your online store. Without it, sales dwindle and growth stagnates. It doesn’t take long for online store owners to realize that they need to keep marketing if they want to keep their sales up.

The good news is, there are a ton of ways to market your online store. The bad news? Most of them are time-consuming. From being active on social media to running promotions—it can feel like a never-ending job. All it takes is a small lull in your marketing for sales to drop.


[Download] Real World Journey Mapping #AESP18

Posted by Danielle Marquis, Esq. | 6/27/18 11:00 AM | 0 Comments

AESP's Spring conference in Atlanta last week was a bit different than what we're used to. The program planning committee and staff designed the conference to be more interactive and engaging. Instead of PowerPoint, after service territory map, after "I know you can't see this image, but...," attendees were treated to Master Class sessions around a central theme, panel discussions on industry hot topics and interactive workshops. I remember attending workshops like this when I first joined AESP and I always found them interesting and liked that it helped to expand my network -- working together turns out to be a pretty great way to get to know someone.