Category

Conversion

Fewer than 5% of visitors to an ecommerce site typically convert to customers. In this Conversion category, we offer insights to increase that percentage. Our expert contributors address ratings and reviews, social proof, site search, product page enhancements, product descriptions, checkout options, live chat, and much more — anything to help close online sales.

Analytics & Data | Checkout Tactics | Customer Retention | Customer Service | Photography & Video | Product Pages

Conversion
10 TED Talks to Re-think Your Marketing

January 24, 2013 • Kevin Webster

TED started as a conference to bring together people from the Technology, Entertainment, and Design worlds. TED.com posts speeches from experts, which TED describes as "riveting talks by remarkable people." These are known as TED Talks.
Conversion
13 Tips for Ecommerce Success in 2013

January 18, 2013 • Dale Traxler

Running your ecommerce business can be a grind. You need to replenish products, drive more traffic to your store, create new promotions, respond to customers, develop your employees, and so forth. In "Reviewing Your Ecommerce Business at Year End," my article from last month, I addres...
Analytics & Data
Understanding Big Data For Ecommerce

January 14, 2013 • Marcia Kaplan

The term "Big Data" was the Internet buzzword of 2012. The use of Big Data promises to become more prevalent in 2013, as merchants large and small who use Big Data analytics can gain a significant competitive advantage. What is Big Data? Webopedia defines it as "a massive volume of bo...
Analytics & Data
Configuring Google Analytics, Part 2: Advanced Capabilities

January 10, 2013 • Tim Wilson

Editor's note: This is "Part 2" of a 2-part series on how to know if you are fully using Google Analytics for your ecommerce site. The first installment, "Configuring Google Analytics, Part 1: Are You Taking Full Advantage?," we published previously. In "Part 1: Are You Taking Full Adv...
Conversion
Customer Service Key for Ecommerce; 6 Pointers

January 10, 2013 • Shirley Tan

As ecommerce business owners, we tend to think in terms of policies, inventory, and operations. But the most important part of our businesses is customers. A customer-centric organization considers how every decision will impact the customer experience. Here are some ways good custome...
Conversion
Google Analytics: 7 Shortcomings

January 9, 2013 • Jaime Brugueras

Google Analytics is a powerful free tool for understanding your website's traffic and visits. But it does have shortcomings. This article explores seven issues with the current version. There are several other analytics software packages to choose from. Many of these are capable of dea...
Conversion
What Do Shoppers Think of Your Ecommerce Site?

January 9, 2013 • Dale Traxler

In "Reviewing your Ecommerce Business at Year End," I offered a framework to critique your business's performance for 2012. This week's article focuses on how to improve your ecommerce businesses for 2013. To start, look at your business from the perspective of your shoppers. Revie...
Photography & Video
10 Compelling Product Video Examples

January 3, 2013 • Armando Roggio

Product videos may attract additional shoppers, encourage sharing, and increase sales for online retailers. So it is little wonder that so many leading retailers are using product videos now. Relying on data aggregated from several sources, SundaySky, a video-platform provider, reporte...
Conversion
5 New Year’s Resolutions for Small Online Retailers

December 27, 2012 • Armando Roggio

As 2012 comes to a close and the year's robust holiday season is over, small online retailers will have a bit of time to reflect on how to improve business in 2013. The coming year is likely to see growth in overall ecommerce spending, increased competition for loyal customers, and adv...
Conversion
How to Get 1,000 Visitors to your Website for Free

December 26, 2012 • Aaron Houghton

Your website is where you turn Internet surfers, readers, and tire-kickers into new sales leads and customers for your small business. To get more leads and customers, you need to get more visitors to your website.
Analytics & Data
Configuring Google Analytics, Part 1: Are You Taking Full Advantage?

December 20, 2012 • Tim Wilson

Editor's note: This is "Part 1" of a 2-part series on how to know if you are fully using Google Analytics for your ecommerce site. "Part 2: Advanced Capabilities" we published later. One of the first things I do with a new Google Analytics clients is log in to their accounts and do a q...
Conversion
Bad Marketers: 4 Evil Tactics from Marketing’s Dark Side

December 17, 2012 • Armando Roggio

Ecommerce marketing can be competitive, as each online store strives to build customer relationships, boost incoming site traffic, and sell more. From time-to-time, marketers will step over an ethical line — sometimes without even realizing it. What follows are four tempting, but evil,...
Conversion
Analyzing B-to-B Ecommerce

December 12, 2012 • Dale Traxler

As sales channels become more complex, many business-to-business companies — including brand manufacturers — face the dilemma of whether to sell online directly to their customers. Likewise, there are many business-to-consumer stores that are large enough to command low inventory pric...
Photography & Video
3 Video Trends to Watch in 2013

December 10, 2012 • Armando Roggio

Online retailers will be using video in 2013 to increase sales, find new potential customers, and build brand relationships if key streaming-video trends continue. Internet video consumption edged out television watching in 2012 for some groups, according to Nielsen's Global Survey of ...
Conversion
Marketplace Mania, Part 4: Leveraging Technology

December 6, 2012 • Dale Traxler

This is "Part 4" in a four-part series on using marketplaces to help your ecommerce business. In "Part 1: Reviewing the Buying Experience" and "Part 2: Buying Unique, Niche Items," I examined marketplaces from a buyer’s perspective. In "Part 3: Choosing the Right Marketplace," I focused...
Conversion
Marketplace Mania, Part 3: Choosing the Right Marketplace

November 27, 2012 • Dale Traxler

This is "Part 3" in a four-part series on using marketplaces to help your ecommerce business. In "Part 1: Reviewing the Buying Experience" and "Part 2: Buying Unique, Niche Items," I examined marketplaces from a buyer’s perspective. This installment focuses on choosing the right marketp...
Conversion
4 Ideas for After-Christmas Sales

November 27, 2012 • Armando Roggio

The first quarter of the year can be a slow time for online merchants, especially in the wake of robust Christmas sales. Fortunately, offering after-Christmas specials may boost revenue, reduce inventory, and make for happy customers. The buying frenzy that began seemingly right after ...
Conversion
Marketplace Mania, Part 2: Buying Unique, Niche Items

November 23, 2012 • Dale Traxler

Editor's Note: This is "Part 2" in a series on buying and selling products on marketplaces. "Part 1: Reviewing the Buying Experience" we published previously. Last week, I examined the buying experience in the larger marketplaces: Amazon, eBay, Buy.com, Sears.com, and Newegg. They all ...
Conversion
Translation: Understanding Per-word Rates

November 21, 2012 • Rebecca Ray

Language translation is a professional service, similar to the ones provided by accountants, lawyers, and designers. However, unlike those services, translation is generally priced by the word, rather than by the hour. In this post, I will share some factors that affect translation pricing and suggest how you can negotiate with prospective translation providers.
Analytics & Data
Analyzing Mobile Traffic in Google Analytics; 5 Questions

November 16, 2012 • Tim Wilson

According to published reports, there were 20 million iPhones, 18 million Android-based Samsung Galaxy S3s, and 17 million iPads sold in the third quarter of 2012. The mobile channel, as such, can’t be ignored. But, “mobile” is complicated. It covers a wide range of devices and experien...
Conversion
Marketplace Mania, Part 1: Reviewing the Buying Experience

November 15, 2012 • Dale Traxler

Editor's Note: This is "Part 1" in a series on buying and selling products on the major marketplaces. This installment focuses on the buying experience. eBay.com launched the first online marketplace back in 1995 with its large-scale auction platform. Amazon.com has since focused on s...
Analytics & Data
How to Measure SEO Performance

November 14, 2012 • Jill Kocher Brown

Search engine optimization may be a mix of art and science, but it’s as measurable and accountable as other online marketing channels. Knowing what key performance indicators to measure for SEO is the first step. Establishing a regular routine for monitoring and measuring performance wi...
Conversion
Preparing for Television Commerce; 4 Steps

November 7, 2012 • Armando Roggio

A recent survey found that almost half of American television viewers were interested in making purchases directly from their television sets, using remote controls or companion devices. Given that consumers may spend five times as many hours a week watching television as they do browsi...
Photography & Video
17 Websites with Video Backgrounds

November 5, 2012 • Sig Ueland

Video is an excellent tool to present a product or a brand, as well as engage an audience with a rich visual experience. And when a website uses video in its background, the effect can be stunning. Here is a list of websites that utilize background videos. There are clothing sites, bev...
Conversion
8 Key Ecommerce Marketing Tactics

October 31, 2012 • Armando Roggio

Ecommerce merchants have many options for acquiring site traffic, building customer relationships, and ultimately improving sales and profitability. Enumerating all of the marketing tactics available and creating an ecommerce marketing playbook of sorts may encourage new campaigns and...
Conversion
4 Ideas for Cyber Monday Sales

October 30, 2012 • Armando Roggio

The Monday after Thanksgiving — Cyber Monday — could see more than $1.25 billion in online U.S. sales this year, as eager holiday shoppers look for special web pricing. Like it or not, since about 2005 online retailers have trained shoppers to bargain hunt the weekend after the Thanksg...
Conversion
Niche vs. Mass Market Product Strategies

October 25, 2012 • Dale Traxler

In "Multichannel Selling a Necessity," I addressed the need for ecommerce merchants to utilize multiple selling channels because that is where the customers are. In this article, I will focus on matching your product strategy to the appropriate channel. Niche vs. Mass Market In market...
Conversion
7 Steps to Better Ecommerce Marketing

October 25, 2012 • Armando Roggio

Effective marketing rarely happens accidentally. Successful campaigns are most often the result of good planning and execution. Planning a marketing campaign can provide an excellent opportunity to focus on a business's unique marketing problems or challenges and the proper actions req...
Analytics & Data
Creating Custom Segments in Google Analytics

October 24, 2012 • Tim Wilson

In "Understanding Segmentation in Google Analytics," my previous article, I explained the concept of analyzing traffic to a website in separate groups. This process is called "segmentation." Google Analytics offers several default segments, to automatically track common groups of vi...
Analytics & Data
Understanding Segmentation in Google Analytics

October 19, 2012 • Tim Wilson

Gary Angel, one of the sharpest digital analytics practitioners, regularly cites the benefits of segmenting traffic in Google Analytics. He says, “In every case, as you think about [specific metrics for your site], segmentation is an excellent first step for choosing the right explanat...

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