Page 96 – Practical Ecommerce

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Product Pages
Product Descriptions: 17 Fresh Writing Angles

September 9, 2018 • Marcia Yudkin

Need to spice up descriptions for bland products? Use these themes and examples the next time you’re describing a back-to-school backpack or plain white t-shirt. You’ll soon understand how to look at ordinary products differently.
Technical SEO
SEO: Retaining Performance on Site Migrations

September 7, 2018 • Jill Kocher Brown

Site migrations are risky for natural search performance. Whether you’re migrating a site to a new design or rebranding, what you do before the new site is live will determine its natural search performance.
Checkout Tactics
4 Checkout Elements That Reduce Cart Abandonment

September 6, 2018 • Pamela Hazelton

When it comes to online checkout, trust is everything. After a shopper adds items to the cart, security is crucial to close the sale. Here are four ways to instill trust throughout the checkout process, to reduce cart abandonment.
Google Ads
Google Ads Expands Headlines, Descriptions, Characters

September 5, 2018 • Robert Brady

For many years Google AdWords allowed 25 characters for a single headline and 35 characters per line for two lines of description text. But Google Ads (formerly AdWords) has made a couple of changes that advertisers should know about. You can now add more text to your existing text ads and utilize a new type of text ad.
Marketing & Advertising
Fashion Merchants Can Build a Business around Social Media

September 5, 2018 • Viktoria Kanevsky

Most lifestyle and fashion merchants use social media. But many don’t realize how critical it is to their business. For large retailers, social media is typically responsible for 3-7 percent of ...
Content Marketing
5 Content Marketing Ideas for October 2018

September 4, 2018 • Armando Roggio

Content marketing requires a steady flow of topics. For this October 2018, consider covering Halloween, Breast Cancer Awareness Month, vegetarianism, Oktoberfest, and what's streaming on Netflix, Amazon Prime, and Hulu.
Schools & Resources
14 Inbound Marketing Blogs to Follow

September 4, 2018 • Sig Ueland

Inbound marketing is the art of creating content for your prospects and then attracting and converting them through channels such as search engines and social media. Here is a list of ...
Analytics & Data
Use Google Analytics to Fine-tune Your Value Proposition

September 3, 2018 • Morgan Jones

A value proposition should address a sustainable competitive advantage that a company will have over competitors. Once the company defines it, the value proposition should be measured. Data from Google Analytics can be enlightening.
Platforms & Apps
Ecommerce Product Releases: September 2, 2018

September 2, 2018 • 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 peer-to-peer payments, luxury shopping, social commerce, fulfillment ...
Business
August 2018 Top 10: Our Most Popular Posts

August 31, 2018 • PEC Staff

What follows are the most popular articles that we published in August 2018, recognizing that articles published earlier in the month are more likely to make the list than later ...
SEO
SEO Is the Center of Ecommerce Marketing

August 31, 2018 • Jill Kocher Brown

Natural search has become the doorway to your site. That door can open any page. Sites were once developed so that visitors would land on the home page and follow a prescribed path with tailored messaging along that path to a specific destination where they could convert.
Marketing & Advertising
Success with Google Shopping, Part 1: Getting Started

August 30, 2018 • David Rothwell

Google Shopping ads appear in search results as pictures above or alongside the text-based ads and organic listings. But unlike text-based ads, Shopping ads always carry an image, price, and ...
Social Media
Should Merchants Sell on Social Platforms?

August 29, 2018 • Marcia Kaplan

Social media networks foster deeper customer relationships than standalone ecommerce sites, according to some marketers. However, except for younger, mobile-focused shoppers, social commerce has not gained a foothold.
Amazon & Marketplaces
4 KPIs to Improve Results from Amazon Ads

August 29, 2018 • Phil Masiello

Advertising on Amazon is challenging for many sellers. There are many KPIs that will help manage your seller account on Amazon. For advertising, I focus on four metrics: advertising cost of sales; search term impressions; conversion rate; and order acquisition cost.
On-page SEO
Analyzing Page Speed for Visitors with Slow Connections

August 28, 2018 • Hamlet Batista

Even if you have a fast loading site as measured by a high-speed internet connection, a good portion of your potential customers could be on slow connections. Your site could load slowly for them.
Content Marketing
5 Tips for Better Content Marketing in 2019

August 28, 2018 • Armando Roggio

Content marketing has to provide real value, something that pierces all of the noise of social media and advertising. What follows are five tips that start with value. If embraced, these could make your content marketing efforts more successful in the coming year.
Business > Merchant Voice
5 common communication errors with shoppers

August 27, 2018 • Richard Stubbings

Smaller ecommerce retailers should offer more value than the big box shifters. This includes helpful communication. In this post, I'll address often-overlooked communication errors that can affect a shopper's experience.
Social Media
All Products with Photos Have a Place on Pinterest

August 26, 2018 • Michael Stancil

Pinterest and I have a long history. Back in 2013, I was one of the most followed men on Pinterest, with over 1.8 million followers. I pinned about men’s style.
Staffing
11 Essential Tasks of an SEO Agency

August 24, 2018 • Jill Kocher Brown

One of the challenges of working with a search engine optimization agency is knowing what it should be responsible for. Depending on the scope of the contract, an agency should provide these 11 core services.
SEO
The Key to Effective Guest Posting (for SEO)

August 23, 2018 • Armando Roggio

Guest posting is a long-standing link-building technique used by many in the search engine optimization industry. But Google has discouraged guest posting for the sole purpose of link building and ...
Conversion
14 A.I.-powered Apps for Personalization, Higher Conversions

August 22, 2018 • Gagan Mehra

Artificial intelligence can provide a competitive advantage to a merchant. Leading ecommerce platforms integrate with many third-party apps that use artificial intelligence. In this post, I will list a variety of third-party, A.I.-driven apps for Shopify, Magento, and BigCommerce.
Checkout Tactics
Persistent Shopping Carts Drive Conversions, Recover Abandons

August 21, 2018 • Pamela Hazelton

More than 70 percent of online retail shopping carts are abandoned. That’s a staggering potential loss of sales. A persistent shopping cart keeps track of the items the shopper has left in the cart and saves that data for a length of time.
Keyword Research
Mine Competitors for Top Keywords

August 21, 2018 • Armando Roggio

One of the best ways to discover keyword opportunities is to identify which phrases your company's competitors are ranking for on popular search engines. In this article, I'll address a few ways to identify the keywords that may be working well for your competitors.
Technical SEO
SEO Is Way More Than Metadata

August 19, 2018 • Jill Kocher Brown

Metadata is just data about data. In the world of organic search, that means title tags and meta descriptions, schema structured data, canonical tags, meta robots tags and the like.
Fraud Prevention
Account Takeover Fraud a Growing Problem for Ecommerce

August 17, 2018 • Armando Roggio

Account takeover fraud is a form of identity theft, wherein a criminal gains access to a registered customer’s account. The criminal then logs in, posing as a known and trusted ...
Email & Text Marketing
4 Key Factors That Impact Email Deliverability

August 16, 2018 • Carolyn Nye

Getting an email to an inbox is not always easy. Many factors determine whether an email is delivered, blocked, or even filtered into a subfolder. In this post, I'll explore four key factors that determine email deliverability.
Finance
Does Dual-class Stock Hurt Independent Investors?

August 16, 2018 • Marcia Kaplan

If you think buying stock in a public company guarantees you some input into how the company operates and who is elected to the board, you may be mistaken. Thanks ...
Platforms & Apps
Ecommerce Product Releases: August 15, 2018

August 15, 2018 • Sig Ueland

Here is a list of product releases and updates for August from companies that offer services to online merchants. There are updates on business pages, interactive video, onsite abandonment, cybersecurity, WordPress integration, and holiday shipping rates.
Schools & Resources
Reading List: Mohammed Ali, Founder of Primaseller

August 15, 2018 • PEC Staff

“Reading List” is an occasional series where we ask ecommerce professionals to name some of their favorite books and blogs and tell us why they read them. For this installment, we corresponded with Mohammed Ali, founder and C.E.O. of Primaseller, a software-as-a-service, multichannel inventory management system based in Walnut, Calif.
Business > Merchant Voice
Event management contest helps students (and my business)

August 14, 2018 • Elizabeth Hollingsworth

I have been slow to adopt videos to showcase my decór products. But I had a brainstorm: I would create a competition for three event management students to produce nine themed events for three stylists in three hours — while being videoed and photographed.