For many of us, shopping is a stress buster and the one thing that makes online shopping superior to traditional store-to-store traipsing, it is all the precious time we save when browsing from the comfort of our home. All online shoppers want the buying experience to be fast, convenient, and hassle-free.

cfb90b9ab67863213e8a448aa1cf45cb

This is why one of the best ways to make your customers happy is to introduce website live chat on your online retail store. The faster and more accurate their product queries and issues get solved, the more they’d love shopping with you.

Why Website Live Chat?

It’s simple: live chat services take as little as 42 seconds on average to solve any customer issue or question. Just imagine how much longer it would take a customer to navigate through the website until they find the right answer!

How Does Live Chat Work?

Live chat is efficient in guiding the customers in the right direction. Here are just some of the interesting facts about this increasingly popular service:

  • It takes an average company only 48 seconds to answer a chat
  • An average company deals with 1,143 chats each month
  • An operator handles 274 chats per month
  • Over 50% of chats occur between 10 am and 3 pm local time
  • Agents in Mexico have the most chats conversations
  • Mexico, Australia, and Canada have the highest customer satisfaction rates
  • The fastest and most straightforward answers come from agents in Denmark
  • There are over 1/3 of older Baby Boomers and the Golden Generation are already using live chat to communicate with their customers

Infographic: Visualizing the Benefits of Website Live Chat

Are you wondering what the relationship between chat duration and customer satisfaction is? Do you want to find out which famous companies are using live chat? For more interesting facts on live chat and its benefits for businesses, take a look at this informative infographic from Skilled.co.

website live chat - infographic

If you want growth hacks for your e-commerce business, you can check out this webinar.

Let us know how useful you found the infographic in the comment section below!

increase conversion rates - title

For nearly four decades now, Apple has attracted legions of fans who swear by every product rolling off the assembly line. So much so that its once competitor and propagator of the PC, IBM, recently came out with a study that proclaims the superiority of Apple ‘MacBook’ over the PC. The day Apple went public on December 12, 1980, its share prices had quickly climbed to $22 per share. The IPO created more wealth for the company and investors than any other IPO, since Ford Motor Company’s IPO in 1956. Today, the company is valued at nearly $600 Billion (yes, with a big B). But why? The answer, perhaps, lies in the concept of confirmation bias and the way Apple has used it to their advantage over the years.

What is confirmation bias?

The term confirmation bias was first coined by Peter Wason, an English psychologist in 1960. He conducted a series of experiments where he gave partial information to participants with conditional rules (“if this, then that”) and allowed them to derive further information on their own. Repeated results have shown that people perform badly under such conditions, often ignoring information that could refute the parameters set by the specified conditional rules. However, Wason could not define it succinctly enough for all of us, without advanced degrees, to understand.

Prof. Scott Plous, in his 1993 book, The Psychology of Judgment and Decision Making defined confirmation bias as: “The tendency to search for, interpret, favor, and recall information in a way that confirms one’s preexisting beliefs or hypotheses, while giving disproportionately less consideration to alternative possibilities.

What that means for the rest of us lesser mortals, is that all of us tend to find explanations that match our opinions, rather than look harder for facts that might (or might not) prove us wrong.

So, when did marketers realize that they can use psychology to their advantage? And how does this apply to brands and how do you use this to improve conversion rates? Let’s find out.

Use of confirmation bias in marketing

Marketers are not scientists, but they have learned to use the science of psychology to their advantage over the years. It’s not very clear who started the practice, but there are instances from 1875 when the Chicago Daily Tribune was priced at 1-cent to attract more readers, and eventually, more advertisers as the circulation of the newspaper grew. By the time WWI ended, publishers and advertisers realized that marketing was about buyers, not sellers and they needed to understand the behavior and preferences of the buyers in order to cut across the noise.

Advertising changed almost overnight from being centered around the product to addressing the needs of the consumers and at times, even tugging at some emotional chords to get the message across. For example, while the advertisement on the left for Rothwell’s Chocolate from before WWI talks about the product, the one on the right for cornmeal from after the war talks about how cornmeal is directly beneficial to the consumer.

increase conversion rates - corn

Applying confirmation bias in branding

A little over six decades after WWI, Apple Inc. became the second consumer brand after Ford Motor Company to create a cult status for itself. The brand commands an unmatched fan following around the world because Steve Jobs saw what everyone else missed on during the early days of development of the personal computer concept. While IBM and Microsoft focused themselves on function alone, Apple focused on form and function.

Increase conversion rates - apple store
Apple Store on 5th Ave., New York.   Image credit: Ed Uthman

Consumers lapped up the resulting product and Apple cemented its position as a brand that delivers the best value for money. Designers and power users swore by the Apple Macintosh and its ability to deliver results superior to the PC. Even as the company fell on hard times, these fans did not let go of their affiliations for the brand.

Upon his return to Apple after a 13-year hiatus that saw a severe decline in Apple’s fortunes, Steve Jobs rebuild the cult around the brand by rallying this fan following as he announced major changes in the product line.

increase conversion rates - steve jobs

All of it was possible because Apple had invested itself in building that brand image from a very early stage. The Super Bowl Macintosh commercial from 1984 is still considered the turning point in the history of advertising and brand Apple, and the company has capitalized it in every possible manner.

Around the time Apple was reinventing itself, another brand was rising in the digital world – Amazon. After facing some form of initial competition from Craigslist, Amazon has emerged as the biggest internet retailer in the world.

increase conversion rates - amazon

Today everyone now knows about the A-to-Z philosophy of the company, but we hardly ever pay attention to how that has handheld the consumers into choosing Amazon’s services over the years and contributed in making it the brand it is today. That’s confirmation bias at work in the real (and the digital) world where brands command the consumer sentiment such that they would stand in a line to experience the products and services.

Applying confirmation bias to increase conversion rates

While both Apple and Amazon are perfect examples of the application of confirmation bias in brand building, let’s not forget some of the (relatively) smaller players, like Levi’s, for example.

Okay, Levi’s is not a very small player, but here’s what they do.

increase cinversion rates - levi

When you open Levi’s home page, you’re greeted with this message. Not only does this tiny message ensure a happy customer who gets two great deals on their purchase, it ensures continued future communications with them as well. Moreover, each one of us is hardwired to grab every opportunity to save money. Whether we actually get to do that or not is mostly immaterial to us, as long as we believe we are.

That’s the reason why online merchants often highlight “Free Shipping” in their customer communications. It’s the ‘placebo effect’ in play, wherein even if the product is more expensive with the “free shipping” and cheaper with additional shipping charges, most people would prefer the free shipping option. However, it’s not really necessary to offer deals every time you want digital consumers to convert. A simple “good choice”, like the one you would see when you order from the Domino’s website, can work in affirming the choices of the customers and encourage conversion.

Applying confirmation bias for user retention

The same simple ‘thumbs up’ or ‘good choice’ can also help user retention. Remember MailChimp’s ‘monkey hi-5’? Or Amazon’s ‘share your purchase on social media’ on the purchase confirmation page for that matter?

increase conversion rates - mailchimp

According to a study by Guku, persuading customers to leave feedback or reviews on social media sites right after they make the purchase about your services or your website creates a confirmation bias to rate the product/services higher. Seems exaggerated, but strangely it is true. Not only will this positive confirmation bias encourage repeat visits and purchases, but also push for higher value purchases in subsequent visits.

In conclusion

Humans are complex creatures, and our psychology, even more so. And confirmation bias is one of the few things that a brand can employ to increase conversion rates, brand loyalty, and consumer retention. The steps are simple – toot your own horn when you get a positive review and show it to other prospective customers to earn their loyalty; be genuinely generous in your praise of the customer’s choice for your products and services; encourage them to leave feedback on social media sites for you, and use that to create and feed the cycle once again.

You must receive several emails a day. But do you open all of them? Do you take the desired action? That’s the tricky part – to get the reader to take the action you want him or her to take. It’s not only important to see that your email gets delivered to the inbox and gets opened, but to also have the right ingredients in the email, to get the reader to take the desired action. In this chapter, I have tried to explain the same.

Here are five action-centric emails marketing examples:  

Fitbit

Fitbit is a health and fitness product company.

Email Marketing Examples

This email is all about the recipient. These elements entice people the most. It’s also a great example of app promotion via email. The email encourages the reader (customer) to use the app. And that might actually work out in case they want to beat this number in the next year.

Why is this on my list?

  • Animal pictures – One of the first things I see at a glace are the interactive images. The animals in the email stand out almost immediately and that instantly tells me that this is a lighthearted email that might be fun to read.
  • Numbers – The use of numbers in the email really work for me, especially 84.4km. Now someone who has been using the product will automatically be interested in that specific number. This generates interest or curiosity, whatever you may call it.
  • Contrasting CTA – The pink CTA stands out primarily because of the colour. It’s completely different from the background colours, making it very noticeabale.
  • The word ‘You’ – Notice the number of times the words ‘you’ and ‘yours’ are used. This clearly indicates that the mail concentrates on the individual receiving the email.

Eat24

Eat24 is a food delivery app.

Email Marketing Examples

Eat24 emails are best known for their funny, relatable and witty style of content. They keep it simple and casual, making the language easy to understand. Remember they are a food delivery app. So their audience would vary greatly. Keeping it really simple is the key.

Why is this on my list?

  • Deliberate use of different font sizes – The font size of everything that is important to the business is bigger than the rest of the text in the email. Notice the big logo (great for brand recall), the coupon code (which they are trying to sell) and the CTA (conversion button) are all much bigger than the rest of the content in the email, clearly showing what they want readers to notice first.
  • Prominent coupon code – Now the point of this email is to use the coupon code to place an order. The coupon code is highly prominent, making it easier for the reader to use it or share it. In other words, the reader doesn’t have to hunt for it in the email.
  • Sense of humor – Their copy is so good that people even read the fine print.
  • Branding – Their logo is very noticeable, especially since the email is quite plain otherwise. So the next time I see the logo somewhere, I’ll probably be able to recall it.

LeadSquared

LeadSquared is a marketing automation and CRM platform.

Email Marketing Examples

This email gave us a 543.75% increase in click rate! The open rate was good as well.

Why is this on my list?

  • Personalization – Now those of you who aren’t familiar with personalization in the body of the email, this is a great example to begin with. Notice the words “@{Lead:Company,}” in the second paragraph? That’s where the reader’s ‘company name’ comes in. That automatically shows that the sales person did a bit of homework before sending out the cold outreach email and is aware of the company profile, etc.
  • Validation – The copy on the CTA is what did the trick. The words “their experience” gives some sort of a validation. So even if the reader doesn’t respond immediately, he or she might look at what others have to say and then take a call.
  • Targeting – Apart from mentioning the reader’s company name in the email, the sales person has also mentioned the industry. That shows this is a targeted email campaign. This further indicates that the sales person is aware of the individual’s business, industry and is perhaps well equipped to answer any questions or better understand their sales and marketing concerns.
  •  P.S. – The attachment of the company profile is a great idea. So now, the reader doesn’t really have to go anywhere else for more information. Think about it, if you were buying a product online, product reviews and product profile would probably be among the top five things you would look at. In this case, links to both have been shared, making it easier for the reader to understand and gather knowledge about the product.

Amazon

Amazon is an ecommerce and development platform.

Email Marketing Examples

Amazon is best known for sending relevant offers based on my buying habits. And that is crucial for an ecommerce business.

Why is this on my list?

  • Recommendations based on last purchase – I think this is something we all love about Amazon. They suggest and email you about things that you might actually be interested in, based on your buying habits.
  • Clean interface – I’m not sure if I have used the right word here but I hope you know what I mean. I like how how clean and clear everything is, making it very easy to navigate through the mail. Compare this to other ecommerce emails you receive. You’ll see the difference.
  • Button CTAs – Now since everything is plain and simple, the CTA must be different. And it is. I also like how they haven’t used the very obvious CTA of ‘Buy now’. Instead, they have given you the option of getting to know more about it.
  • Product details – All necessary details of the product has been included in the email. The most important bit – the cost of the product is clearly mentioned, making is easier for the reader to take a decision.

[Also read: Email Marketing Software: An Explanatory Guide]

Quick Sprout

Quick Sprout is a SaaS company that builds software to help people increase their traffic and conversions.

Email Marketing Examples

Neil Patel’s emails are always conversational, story-like and interactive. And that’s what people want to read. Try to have a conversation without actually having one.

Why is this on my list?

  • Neil Patel’s expression – Come on, you can’t ignore it. Like it or not, I’m sure it caught your eye. And thereby, served the purpose.
  • Copy on the white board – Notice how the white board has the reader’s name on it. I can tell you that someone who has never received a personalized mail before will get excited seeing that (basically seeing his or her name there).
  • Webinar review – Having reviews of previous webinar sessions are a great way to generate interest for future sessions, especially if the reviews comes from well known figures. This adds authenticity as well.
  • Introductory copy – If you notice, the mail is actually quite long and otherwise quite simple. Given the case, it’s imperative for the opening lines to captivate the reader’s attention. And it did. The words you, yours, their, theirs, them, are all great words to use in an email. Why? Because it’s not just about the business then.

So, this was my list of action-centric email marketing examples I have come across. If not a conversion, they would have certainly helped in driving engagement. In other words, after sending such an email, you can expect the reader to stick around and see what you have to offer. And overtime, if your product or service offering is compelling, they will become your customer.

Interrupt the Autopilot Mode

Have you ever noticed that as you drive through your daily route, you make it home without even consciously realizing it? This is what we call the autopilot mode, which is how human mind operates when we do everyday things like driving home.

But, the autopilot mode breaks when someone suddenly jumps in front of the car. You are forced to pay attention and act in response to this interruption.

Get Attention

Just like that, there is so much marketing noise on the web, television, radio, billboards and practically everywhere, that people consume them without even registering the message properly. It is becoming exceedingly difficult for the marketers to get their point across. To stand out, they need to interrupt this autopilot mode.

In the following pages, will tell you how to break the pattern of the habitual and get noticed with the help of design.

get attention

Get Attention

Get Attention

PART I

visual cues

Visual Cues

The visual cue is a signal to direct attention to something important. We can’t help but pay attention to an arrow or a pointed finger.

visual cues

The arrow (visual cue) makes us notice B before anything else

Try this – get a group of people on the street, every one of them watching the sky with their finger pointing upwards. Almost without exception, the passers-by would pause at least for a moment to look in the same direction. That is a visual cue – the line of sight of people and the pointing fingers. Let’s take the example of this ad:

visual cues

The down arrow in the first image instantly catches attention and gives a hint of the download

Example of a simple form:

visual cues

A form without a pointer

visual cues

A header with the downward pointer pushes the focus towards the form, forcing the viewer to pay attention to it

Examples of visual cues used on banner ads:

visual cues

PART II

Contrast

CONTRAST

Contrast is the state of being strikingly different from the surroundings.

Contrast for marketing

When I started writing this e-book, like most people I was thinking of contrast only from the perspective of color (black and white). But as I dug deeper, I realized there is much more to it.

Apart from color, contrast can be for size, shape and position as well. We are attracted to contrasting things because the brain pays more attention to anything that breaks the monotony.

Whether you are making a banner ad, a landing page or any visual creative, the contrast should be given to the most important piece of information. That is why the headline is generally big and bold, and call to action is a different color. They are important and contrast gives them the necessary attention.

Types of contrast:

Contrast for marketing

Contrast with color

Contrast with color means getting attention with a strikingly different color than the other elements. It is the most common contrast type used in marketing (buttons, error messages, hyperlinks, tips)

Contrast for marketing

Color wheel depicting contrasting colors

It is important to use proper contrasting colors (opposites on a color wheel) or else it becomes annoying to the eyes.

Contrast difference

Which one gets your attention?
This is a standard YouTube page where we retarget our prospects:

Contrast for marketing

The grey button on the ad gets lost because of the lack of contrast

Contrast for marketing

The purple color on the button gives high contrast which catches the eye

Contrast with size

contrast with size

You can see 2 versions of the same ad. The ad on the left probably caught your attention. Why?

Because the variation in text size and weight has given us a clue of what to read first. It feels natural to follow the pattern of big size first. Bigger objects attract more attention and are perceived to be more important compared to the smaller ones.

That is why we read “Starting with Google AdWords” before the other text.

Bigger font and weight has added a hierarchy of importance in the otherwise random design (right) and the eye naturally follows the movement from big to small.

Contrast for marketing

A big font for headline provides the size contrast

Contrast for marketing

A big e-book cover provides contrast against the smaller text

Contrast for marketing

A big, bright button provides size and color contrast

Contrast with shape

Contrast with the shape means getting attention with the shape when compared to other things on the page.

Contrast for marketing

The pentagonal shape is used to break the pattern and catch attention

Contrast for marketing

The triangle at the top left corner catches the eye due to its shape

Example of shape contrast

Contrast for marketing

A rectangular testimonial bubble

Contrast for marketing

The hand drawn testimonial bubble breaks the shape pattern and draws attention to itself

Contrast with position

Contrast with position means getting attention with the physical position of an object when compared to other things on the page.

Contrast with position

The pentagonal shape is used to break the pattern and catch attention

Below (on the left) you will see that the text pops out immediately because it breaks the positional arrangement and sits outside the linear geometry

Ebook

Coupon

A discount coupon as a cutout on the top right corner catches attention quickly because of its position and shape

contrast with shape

An angled headline is noticeable because of its angle compared to other elements

PART III

human faces

HUMAN FACES

Human faces connect emotionally with the audience quicker than text or a generic icon

human faces

We are attracted towards faces and are curious to know what they mean to us. It has also been proven that a happy face actually makes us happy.

Taking a short story from Nathalie Nahai’s book “webs of influence”

In 1992, a group of neuroscientists made a startling discovery. They were studying the brain of macaques to observe which neurons became active when they picked up peanuts when one of the researchers got peckish and inadvertently picked up a nut himself. Rather surprisingly, he observed the same neurons that had fired when the monkey had picked up the nut were now firing as the monkey watched the researcher

What does it mean – A simple use of a human image can have a significant effect on how the visitors feel and act on the web.

LeadSquared remarketing banners

remarketing banner

In the first ad, a person’s image grabs more attention and looks more believable than the second one

LeadSquared Support Portal pop-up

onboarding - human faces

Similarly, the second popup gets more attention than the first because of the person’s face.

PART IV

Encapsulation

ENCAPSULATION

Encapsulation is when you place an object within a shape to highlight its importance.

encapsulation

Encapsulated Forms

The encapsulated form(below) catches attention of the viewer

Examples of encapsulation in design

encapsulation designs

The text in the white area gets highlighted

encapsulation

The icons encapsulated within the hands catch attention

PART V

Motion

MOTION

Motion is the action or process of moving or being moved.

Motion alerts us, especially when the surrounding is static. It is an inherent response, probably passed down from our ancestors who perceived motion as an alert for danger. Think a moving tiger or a snake.

Motion

Motion

Watching a fast moving train causes a headache because of the amount of information our eyes have to consume in a small timeframe

Motion

Animation may not render here

Motion

Animation may not render here

PART VI

Basic Needs

BASIC NEEDS – Sex, food and safety

One of the best ways to attract attention is to target the basic physiological needs of human beings – sex, hunger and a need for safety.

They are powerful triggers, widely used in marketing to get noticed.

Basic Needs

Just like motion, they have a very delicate balance. Overusing them can ruin your campaigns. Check how Volkswagen uses it intelligently.

Basic Needs

Which side appeals to you more?

Basic Needs

Go to Chapter 4

CRM is about maintaining a good relationship with your customers. If your business is very small, you have customers giving repeat business without much effort, and you can maintain them on a spreadsheet. In such cases, you really don’t need a CRM System.

If you are thinking of acquiring more customers, you need more leads. In this case, you’d need a simple marketing automation and lead management system to capture leads from your website/blogs and ad campaigns, and then try and convert them to customers.

However, if you have a large customer database with a sales staff in place, you definitely need a CRM system in place. This is because, beside storing customer data, you’d need to track their complete communication history as well.

But before you buy or consider to buy a CRM system, you need to ask yourself a few questions

CRM system - Question 1

Q1) Why do I need A CRM?

What business problem I will solve with it?

This is the primary question to ask yourself before you start the CRM project. You are the one who knows your customers, and you’d recognize if the customer database and interactions have increased beyond your manual managing capabilities. The idea is to use whatever tools you can to maximize the value to the customers.

For a smaller organization, the problem might be simple to address. Maybe, you wish to get more organized, which means having a centralized database, streamlining your sales processes and email communications, tracking your customer behavior etc.

For larger organizations, a CRM project might be a little complex. This is because, they might need suggestions from multiple departments, who want to use the new CRM system. The demands would vary across departments, increasing the complexity of the system.

“Best way is to list out all the business problems, and ask your CRM vendor how the system will address them.”

CRM system - Question 2

Q2) What’s MY budget for THE new CRM?

What are the various costs involved?

CRM is more than just a purchase. It’s an investment. Thoughtful preparation would aid successful implementation. Budgeting is a part of this preparation.

One important thing is to classify your requirements under “must have” and “good to have” categories. This would help you identify the features that are absolutely necessary for you.

Different costs involved in any CRM Implementation are:

  • Software licensing cost
  • Annual maintenance cost / Support and maintenance cost
  • Hardware and licensing costs
  • Implementation costs (this includes one-time setup, customization, data migration, training, go-live support etc.).
  • Project management costs.

CRM system - Question 3

Q3) Who is going to use THE CRM

in my organization, and why?

It is important to identify the key users, who will use the CRM. The success of implementation is heavily dependent on this. For example, if your users often travel to customer locations, then you heavily rely on mobile CRM, and if your users sit at one location, then desktop CRM will suffice.

It is advisable to anybody who is starting the CRM project to start with minimum number of users required. Later, you can increase the licenses based on user adaptability, and need of the business.

User hierarchy is another important factor, so that reporting requirements can be identified.

CRM system - Question 4

Q4) What outcome DO I EXPECT?

How do I measure the success of my CRM?

This is crucial to define beforehand. The primary outcomes you expect, need to documented, for example:

  • I am implementing CRM for sales department with a goal of increasing revenues. Revenue was ‘X’ last year, current year’s revenue is ‘X+x’, next year’s revenue should be ‘X+2x’.
  • I am implementing CRM for marketing department with a goal of improving campaign response rates.
  • I am implementing CRM for customer service department with a goal of improving customer satisfaction.
  • I am implementing CRM for product support department with a goal of improving customer retention.

It is always easy to decide success of the CRM when you have measurable outcomes, and you can continuously tweak the configurations to stay on track.

CRM system - Question 5

Q5) How do I choose a CRM Vendor? 

What’s my best option?

Once you have discovered the need of the CRM system, you need to identify the right CRM vendor. These are the things you need to evaluate:

1. Type of vendor

Study websites of different vendors to get a good idea of the features and solutions in the market. Look at vendors who have solutions matching your business problem. Check if the vendor provides niche solutions or has a solution which can fit all sorts of business. Shortlist top 3- 4 vendors that match most of your needs.

2. Implementation cycle/ methodology 

In some cases, CRM implementations go on for months, sometimes it can even extend to a year. Check with the vendor’s existing customers about their implementation experience.

Traditional old school CRM implementation will have a Requirement Phase initially. Then there is the Solution Phase. Till now, only documentation has happened. The actual work starts in Configuration & Development Phase. Then, you will have a UAT Phase, and finally Production Roll-out.

This methodology might suit a larger organization, or if a new CRM is replacing an old CRM system. So, at least you have a solution in place, until the new CRM is up.

For a new business, and where the processes are critical, you cannot have such a long implementation cycle. Therefore, a plug-and-play CRM (with implementation cycle not longer than a few weeks) would work the best.

3. Automation capabilities 

It’s important to identify the extent of process automation, so that the core team can concentrate on much more than just doing repetitive tasks.

4. Integration flexibility 

CRM systems need to integrate with other systems for better usage. Hence, it is also important to evaluate the integration capabilities of the CRM. This includes the number of ready-to-use integrations already available in the store, the ease of using the APIs, the API documentation, and integration with other standard systems.

5. Free trial / assisted demo

Take some time and request an assisted demo from the vendor. This’ll help you understand the system, and its usage better. Also request your vendor to allow access to the system for a trial period, so that you can understand how complex or simple the system really is. A few basic questions would help you understand this. How many clicks does it take to do a specific process? How many screens you need to traverse to do a specific process? How intuitive is the user screen? How good is the help documentation or tool tips?

6. References from existing customers

Try to take some references from the vendor’s existing customers, and collect their review on the ease of usage, implementation efforts, and support experience. Look for references that are similar to your business and use-case, so that you get a truer picture.

7. Service and support SLA’s

Ask what the training modes are, and how many free training sessions will be provided. Check for online training material / training videos available. Check for Support SLA’s and if the support is available during your business hours. Check if the vendor has your preferred channel for support.

8. Technology 

Depending on your needs and compliance, you can choose vendors providing on-premise solution or cloud solution. Difference between the same are as below:

Parameters Cloud Solution On-premise Solution
Cost Pay per usage, per users , per month , per contacts etc. Upfront capital cost for hardware, software, licenses, server space etc. In some cases, development instance and production instance both. Some extra investment, if business continuity and disaster recovery needs to be implemented.
Customization Depends on the vendor, but will be limited. Depends on software vendor.
Hardware Hardware and software will be the responsibility of vendor. Hardware, software and maintenance will be responsibility of customer.
Integration Depends on capability of the APIs provided by vendor. Depends on the vendor and also will be at common place.
Control SAAS providers control the data and is governed over the entrusted agreement. Complete control of systems and data.
Security Standard security with cloud standards On premise security.
Access On the go – accessible from anywhere via browsers, internet. Controlled access
Mobile Access Readily available Depends on the vendor and software.
Upgrades Responsibility of vendor Hardware and other Software’s upgrade will be customer’s responsibility and CRM software upgrade will be the vendor’s responsibility.

9. Upgrade costs and procedures

One of the most important factors is upgrade costs and procedures. Few CRM vendors may provide free upgrades. However, few CRM vendors may take charge for the upgrades as a separate project.

Also, few vendors have a larger downtime for upgrades. It is advised to ask these points upfront in the beginning to avoid confusions, and unexpected costs later.

CRM system - Additional Questions

SOME OF THE OTHER FACTORS TO CONSIDER

  • Scalability of the system, the maximum data the system can handle, etc.?
  • Does system comply with the security and process guidelines of the company?
  • Adaptability of the system by end-users.
  • Roadmap of the product.
  • Load testing / security vulnerability testing / penetration testing reports.
  • No. of years in business of vendor.
  • Ratings of the vendor across 3rd party review sites.

Now let’s take a look at the benefits that you get from using s CRM for your business and how it can help revolutionize your sales process.

Go to Chapter three

The monthly search for the term “Google AdWords” is 1.5 million. Google generates 97% of its revenue from its ad platforms. Since 2014 – Q4, the spending on PPC ads has risen 12% year-on-year.

All there stats tell us one thing. More and more businesses are spending their advertising money on Google Adwords. But why?

There’s one simple answer – it works! Here are a few stats to show how effective it can be.

Google adwords tutorial - facts

Google Adwords Tutorial

Source: Unbounce

It works because Google is where 95% of the potential buyers begin planning their next holiday, or research the college they want to enroll in, or look for plumbing services, and everything else that they need.

It also works because, in addition to your customers, your competitors are online too. And, they might have been online for the past 5 years.

Do you know what you are up against if you are starting a “travel and tourism” business today in India?

google adwords tutorial

Average monthly searches for the keyword “travel packages” is 2900. It is a decent enough number for you to bid on this keyword.  If you want to reach customers through organic search, you need to rank at least somewhere on the first 10 pages right (so, you have 100 rankings to beat for customers to even know you exist). That’s a lot of pressure. Take a look at the total number of search results on Google that are already there for your keyword – “travel packages”.

Google Adwords tutorial

And, if you start a business today, it would be hard for you to beat the years and years of organic reputation others have built. Ranking organically right from day one is out of the question.

That’s what Google AdWords does – it places you on top of the search results, above your competition, when you do it right! So, let’s understand how can you get started with Adwords to start competing with others right from day 1.

Why should you read this Google AdWords guide?

You might wonder, there are millions of articles on Google AdWords – why should I read this one. There are 2 reasons

a) If you are an absolute beginner, 4 years ago I was precisely in the position you are in right now. There’s a lot of knowledge out there, but it’s not easy to understand where to begin. In fact, there’s so much that’s been written about Google AdWords, that it can get overwhelming. So, this guide would make it easy for you to grasp the basic concepts.

b) The guide contains 3 years worth of experimentation, failing, testing again, succeeding, failing again, but learning all along. In the past 3 years, I have experimented with all the possible types of Google ads out there – search, display, Gmail ads, Remarketing, what have you! So, this is just an attempt to share my experience, and keep my fellow marketers from making the same mistakes that I did, and share what I have learned so far.

List of Chapters

What is Google AdWords and types of campaign you can run

7 benefits of Google AdWords to grow your business online

10 PPC metrics you should monitor in Google AdWords

About the author

Google AdWords is something every business wants to use for lead generation. Many marketers would face a lot of difficulties and make many mistakes while setting up their campaigns. I hope this guide would help all of them to avoid the mistakes that I made, and identify just the right campaigns to run, and the best practices of running them.

Dhivya B, Marketer at LeadSquared

Go to Chapter One