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Turn doubts into purchases
🚀Nail those mid-funnel thinkers into loyal customers
Howdy Readers 🥰
In this newsletter, you’ll find:
💰Nail Mid-Funnel Conversions
🛍️ Understanding Gen Z Shopping Habits: Blending Digital and Physical
📹 The DESCRIBE Framework: YouTube Descriptions for Maximum Engagement
If you’re new to ScaleUP then a hearty welcome to you, you’ve reached the right place along with 50k+ CEOs, CMOS, and marketers.😉 Let’s get into it, shall we? Oh! Before you forget, if someone forwarded this newsletter to you, don't forget to subscribe to our newsletter so you never miss out!
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MID FUNNEL
💰Nail Mid-Funnel Conversions
When running an eCommerce store, different customers sit at various stages of the buying funnel. Today, we’re zooming in on the mid-funnel customers—those evaluating options and hesitating on the verge of making a purchase. These customers are interested but need the right nudge to convert. Here’s how to nudge them:
1️⃣ Exit-Intent Popups as Conversion Boosters
Exit-intent popups are your last chance to capture a customer before they leave. Instead of just throwing any offer their way, you can optimize these popups to directly address the reasons for cart abandonment.
Optimize your exit-intent popups by:
Addressing objections: If customers hesitate due to shipping costs or product doubts, tackle these directly in the popup.
Creating urgency: Offer limited-time deals or discounts to spark immediate action.
Building trust: Add reviews, satisfaction guarantees, or security badges to reinforce credibility.
Providing alternative options: Offer a “save for later” option or a chance to subscribe to your newsletter.
Segmenting audiences: Tailor your popups for different segments, like new visitors vs. returning customers.
2️⃣ Leverage Reviews and UGC for Credibility
User-generated content (UGC) and reviews are powerful tools for converting mid-funnel customers. Instead of simply having reviews on your website, focus on showcasing them effectively to instill trust.
Maximize the impact of reviews and UGC by:
Featuring them prominently: Place them on key pages like product listings and landing pages.
Extending their reach: Incorporate UGC into email marketing and social media campaigns.
Creating dedicated sections: Have a specific area on your website where visitors can browse reviews.
Filtering options: Help users find relevant reviews quickly with advanced filters.
Highlighting verified buyers: Showcase verified reviews to further build credibility.
Spotlight impressive reviews: Display the most helpful or standout reviews for added influence.
💡 Pro Tip: Coming to credibility, Scaling your Amazon listings by leveraging affiliates from platforms like Levanta to get your products featured on CNN, Forbes, and other major publications, can drive higher-quality traffic and trust and push them further down the funnel.
3️⃣ Create Simple Yet Engaging Video Content
Video is a highly engaging way to demonstrate product features, clarify value, and enhance the shopping experience. Simple, effective videos can be powerful conversion tools.
Create effective videos by:
Focusing on key product features: Keep it short—around 1-2 minutes—highlighting the main benefits.
Keeping it concise: Each video should focus on one core message to maintain clarity.
Using affordable tools: Canva or Loom are great tools to create videos without hefty production costs.
Including strong CTAs: Encourage viewers to take action with clear prompts like “Shop Now” or “Add to Cart.”
Adding captions: Ensure your video can be understood even without sound.
Optimizing for all devices: Make sure your videos are responsive and load quickly across devices.
By following these strategies, you’ll not only boost conversions but also provide a more seamless and engaging customer journey for those stuck in the middle of the funnel.
CONSUMER BEHAVIOUR
🛍️ Understanding Gen Z Shopping Habits: Blending Digital and Physical
Insights from eMarketer
As Gen Z gears up for back-to-school shopping, their purchasing behavior highlights a unique combination of digital exploration and in-person experiences. Despite being the most digitally savvy generation, they still rely heavily on real-world validation and recommendations from friends and family.
The Breakdown:
Discovery and Influence: Platforms like TikTok and Instagram are popular for product discovery, but final decisions are often influenced by in-store visits and conversations with family members. Many Gen Z shoppers prefer testing products in physical stores after seeing them advertised online.
Shopping Preferences: While online ads pique their interest, 45% of Gen Z prefer to visit stores, especially for items like makeup, to confirm their purchase choices.
Ad Skepticism: Gen Z tends to be wary of traditional digital ads. They often trust recommendations from family and friends more than brand websites or Amazon. Immediate conversions from platforms like TikTok are relatively rare.
Research-Oriented: Though their shopping journey may begin on social media, Gen Z conducts further research through word-of-mouth and in-store experiences before committing to purchases.
To successfully engage Gen Z, brands must merge digital discovery with authentic in-store interactions. This generation values genuine experiences and recommendations over traditional advertising, highlighting the need for a holistic approach that integrates both online and offline touchpoints.
YOUTUBE
📹 The DESCRIBE Framework: YouTube Descriptions for Maximum Engagement
Insights from Search Engine Land
YouTube is more than just a video platform; it’s one of the largest search engines globally. Crafting optimized YouTube descriptions is essential for improving brand visibility and engagement. The DESCRIBE framework provides a structured approach to creating impactful descriptions that resonate with both viewers and search engines.
The Breakdown:
Why Multi-Platform Matters: As users browse across various platforms like TikTok and Reddit, YouTube plays a key role as a search engine. A well-optimized description ensures that videos are easily discoverable, increasing brand visibility and viewer engagement.
The Role of Descriptions in AI: Even though YouTube prohibits scraping data for AI model training, optimized descriptions help search engines understand your content better. This can influence AI-generated summaries or overviews related to your brand.
Importance of YouTube Descriptions: Many brands overlook descriptions, often using minimal text or links. However, well-crafted descriptions improve SEO, offer essential context to viewers, and train AI systems, which enhances video discoverability and engagement.
The DESCRIBE Framework
Summarize the Video: Provide a concise 2-3 sentence overview of the video.
Timestamps: Include key moments to improve viewer interaction.
Key Takeaways: Highlight the main points of the video in bullet form.
Relevant Links: Offer links to related content to guide viewers further.
Engage Viewers: Prompt users to join the conversation and share their thoughts.
Stay Connected: Include social media links and calls to action.
Transparency: Disclose any sponsorships or partnerships.
Hashtags: Use relevant hashtags for better search visibility.
By applying the DESCRIBE framework, brands can improve their YouTube search rankings, boost viewer engagement, and strengthen their overall presence on the platform. Thoughtful and optimized descriptions are key to standing out in the crowded world of online content.
QUICK HITS
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🫸🏻Google is hiding 20% to 80% of search term data from advertisers to increase revenue by pushing them to buy less targeted, lower-quality ad space. This practice, under the guise of privacy, prevents advertisers from fully optimizing their campaigns.
🔎Google’s John Mueller clarified on Reddit that fixing heading structures (like H1 and H2) won’t improve a website’s rankings, though it slightly helps search engines understand content and enhances accessibility, headings no longer play a key role in SEO.
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