Page 53 – Practical Ecommerce

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Product Pages
11 Product Page Features to Drive Conversions

September 8, 2021 • Pamela Hazelton

When it comes to compelling product pages, less can be more. Cluttered pages distract from selling points. Focus on the crucial details. Embrace a minimalist approach to lessen the thinking process and close the sale. What follows are 11 product page features from three online stores.
Shipping & Fulfillment
3 Ways to Reduce Shipping Costs

September 7, 2021 • Elaine Porteous

Lowering shipping costs is a surefire way to improve profits. Same-day delivery, free shipping, standard transit, click-and-collect — all are candidates for cost reductions.
Design & Dev Tools
20 Free Color Design Tools and Tutorials

September 7, 2021 • Sig Ueland

Choosing colors is among the most important design decisions for a logo, brand, or website. People decide whether to buy a product or service mainly by what they see. Fortunately, there are free tools to help pick the right colors for your business. Here is a list of tools and tutorials on color design.
Marketing & Advertising
Privacy Changes to Streaming Ads Are Coming

September 6, 2021 • Armando Roggio

Connected television, a rising star in the targeted, programmatic advertising industry, will soon be impacted by new privacy measures. Connected television is often called CTV or OTT. The latter stands for "over the top" and is reminiscent of cable boxes or Roku devices that sat over the top of televisions.
Photography & Video
Product Photography, Part 4: Angles and Viewpoints

September 5, 2021 • Carolyn Mara

Angles matter in product photography. They expose details, helping shoppers make informed decisions. Plus, shoppers who cannot see the particulars of a product will not likely buy it. This is the fourth post in my series on helping ecommerce merchants take better product photos.
Staffing
Foundr Owner on Burnout, Recovery, Priorities

September 3, 2021 • Eric Bandholz

Nathan Chan seemingly had it all. His business, Foundr, is hugely successful, combining media with entrepreneurship training. He interacts with prominent global founders. Then came burnout.
Analytics & Data
Ramping Up Google Analytics 4

September 2, 2021 • Morgan Jones

I first addressed Google Analytics 4 last fall. It is becoming the go-to platform in Google's analytics ecosystem. The older version, Universal Analytics, will eventually sunset. For now, continue using Universal Analytics while ramping up GA4.
Content Marketing
5 Content Marketing Ideas for October 2021

September 1, 2021 • Armando Roggio

In October 2021, your content marketing could feature product-focused tutorials, storytelling, and annual observances, such as a little holiday called Halloween. Content is an integral part of ecommerce marketing.
Business
August 2021 Top 10: Our Most Popular Posts

August 31, 2021 • PEC Staff

Our mission since 2005 is to publish independent content to help ecommerce merchants. What follows are the 10 most popular articles that we published in August 2021. Articles from early in the month are more likely to make the list than later ones.
Platforms & Apps
Ecommerce Product Releases: August 31, 2021

August 31, 2021 • Sig Ueland

Here is a list of product releases and updates for late August from companies that offer services to online merchants. There are updates on social commerce, cybersecurity, global tax management, omnichannel advertising, and buy now, pay later.
Email & Text Marketing
5 Ways Apple’s Email Privacy Impacts Marketing

August 30, 2021 • Armando Roggio

As early as September 2021, Apple's mobile email apps may hide a recipient's internet protocol address, making it difficult or impossible to measure open rates and track user behavior.
Design & Dev Tools
20 Free Web Design Tools from Summer 2021

August 30, 2021 • Sig Ueland

Here is a list of new web tools and design elements that can enhance an ecommerce site. There are page builders, design collaboration tools, gradient generators, video apps, coding tools, fonts, and more. All are free, though some also offer premium versions as well.
Marketing & Advertising
Quora and Reddit: Dos and Don’ts for Ecommerce Marketers

August 29, 2021 • Kaleena Stroud

Quora and Reddit provide opportunities for merchants to engage with prospects while demonstrating expertise. I'll offer tips for using both platforms in this post.
Business
Hyve Founder: Bacteria Is Helpful for Home Cleaning

August 27, 2021 • Eric Bandholz

Shreya Patel is a biologist and healthcare administrator who seeks to change how folks clean their homes. Products that kill bacteria do more harm than good, she says. And that's why she launched Hyve, a direct-to-consumer seller of household cleaning goods.
Shipping & Fulfillment
Last-mile Delivery Attracts New Services, Providers

August 26, 2021 • Marcia Kaplan

With the holiday shopping season approaching, retailers and carriers are rolling out new delivery services. Smaller third-party providers are also entering the market, as last-mile delivery remains the most troublesome part of the package handling process.
Business
‘Five Forces’ That Make or Break Consumer Brands

August 26, 2021 • Armando Roggio

Creating a consumer brand involves identifying competitive advantages, gaps, and unmet needs. But how is that done? One solution is Michael E. Porter's five competitive forces.
Photography & Video
Product Photography, Part 3: Artificial Lighting Basics

August 25, 2021 • Carolyn Mara

Quality product photography has less to do with a camera and lenses and more with lighting and its use. Thus if you're looking to improve product photos, learn about proper lighting. This is the third post in my series on helping ecommerce merchants take better product photos.
Link Building
Ask an Expert: Is Disavowing Spammy Backlinks Still Necessary for SEO?

August 25, 2021 • PEC Staff

“Ask an Expert” is an occasional feature where we pose questions to ecommerce practitioners. For this installment, we’ve turned to Bill Sebald, a longtime search engine optimizer, who addresses the effect of low-grade or spammy inbound links on organic search rankings.
Customer Retention
9 Ways to Reduce Customer Acquisition Costs

August 23, 2021 • Pamela Hazelton

Customer acquisition costs can make or break an ecommerce business. Efficient spending could produce new, profitable customers. Spending too much could bankrupt the company. Computing the CAC is straightforward: Divide total promotional costs by the number of new customers.
SEO
23 Search Engine Alternatives to Google

August 23, 2021 • Sig Ueland

Google Search dominates global search with a market share of approximately 90%. However, alternative search engines offer many benefits, such as enhanced privacy, niche content and users, and new growth areas. Here is a list of alternative search engines.
Marketing & Advertising
How to Start a Successful Podcast for Ecommerce

August 22, 2021 • Armando Roggio

A podcast can help with customer acquisition and retention. It can provide reusable content. And it's one of the simplest ways to launch content marketing. As with any marketing effort, podcasting is a process to be planned and executed, starting with clear objectives.
Business
Apparel Merchant Is the ‘Godfather of Memewear’

August 20, 2021 • Eric Bandholz

Ardon Lukas wore a shirt to this interview from his online apparel store, Shirtwascash. It was a velvet tank top with a photo of Elon Musk smoking marijuana during a podcast. "I see my role as broadening people's perspectives," he told me.
Email & Text Marketing
The Essentials of High-performing Emails

August 19, 2021 • Carolyn Nye

Creative content is the cornerstone of a successful email campaign, driving opens, clicks, and purchases. In this post, I'll review the essential creative components of high-performing campaigns.
Social Media
Shopper Privacy Could Boost Contextual Ad Targeting

August 19, 2021 • Armando Roggio

Consumer privacy concerns could prompt advertisers to find alternatives to tracking-and-behavior-based ads, giving contextual targeting a boost. Contextual targeting is not new, although it's becoming more sophisticated. It is based on a tried and true concept: Place your ad next to relevant content.
Shipping & Fulfillment
Smart Lockers Are Upending Parcel Delivery

August 18, 2021 • Elaine Porteous

The growth in ecommerce has fueled the demand for sophisticated delivery options. Consumers are not always at home or at work to accept packages. Many seek contactless alternatives. Smart lockers are driving much of the innovation in parcel pick-up.
Photography & Video
Product Photography, Part 2: Selecting Tripods

August 17, 2021 • Carolyn Mara

How do you create flawless product photos? It's often as simple as using the right tripod. A tripod allows you to level horizontal lines and keep your camera fixed and steady during shoots. This is the second post in my series aimed at helping ecommerce merchants take better product photos.
Content Marketing
15 Tools to Protect Content from Theft, Plagiarism

August 17, 2021 • Sig Ueland

If you publish original content on the web, there’s a good chance you’ve encountered pirates stealing and reposting your text, images, or video. Here is a list of tools to help protect and defend your original content.
Marketing & Advertising
Lifecycle Marketing in Practice

August 16, 2021 • Armando Roggio

Lifecycle marketing connects a business and its customers, providing the proper communications at the proper time. Done well, it helps retain buyers and provide a better overall shopping experience. Instead of thinking about lifecycle marketing as email or text messages, view it as a relationship.
Influencers & Affiliates
Influencer Marketing, Part 5: Choosing Influencers

August 16, 2021 • Joe Sinkwitz

Choosing an influencer is everything. The right spokesperson can yield big profits. The wrong one can bring disaster. This post is "Part 5" in my influencer marketing series. I've covered what it is, why to use it, setting goals, and picking the right channel. Now it is time to choose influencers.
Platforms & Apps
Ecommerce Product Releases: August 15, 2021

August 15, 2021 • Sig Ueland

Here is a list of product releases and updates from mid-August from companies that offer services to online merchants. There are updates on branded mobile apps, headless commerce, small business grants, purchase protection, acquisitions of Amazon sellers, and buy-now-pay-later purchasing.