It’s widely accepted that minimising page load speed is good practice for ecommerce, to ensure visitors get a fast service and search engines don’t mark the webpages down for usability.
But what does this mean? What are the techniques you need to use to achieve this? And if you’re not technical, how can you make sense of the jargon to make sensible decisions?
In this blog, I look at the most common causes of slow page loads speeds, which will hopefully give ecommerce managers a useful starting place.
When I started out in ecommerce, I didn't get this at all but i've spent time learning over the years to ensure that I know what questions to ask and what to look for.
You don't have to grasp the detail of the technical implications to understand the essentials and that for me is something all ecommerce managers must master.
Launching an ecommerce channel is a no-brainer for many companies as it’s undoubtedly one of the most effective ways of building your business for the future.
But while the decision to launch an online store is a relatively easy one, knowing how and when to develop to ecommerce team is far more difficult.
To make the process easier we’ve just published our new report, Building an Ecommerce Team: A Best Practice Guide, which focuses on the challenges facing ecommerce managers as the digital channel grows and diversifies.
The guide is aimed at client-side ecommerce practitioners and includes recommendations from seasoned professionals on how to build and manage your team; how to create a framework for understanding the key challenges; and details on how changing market conditions are impacting the demands on ecommerce teams.
From the list of 2012 shameless buzzwords, attribution analysis is the one that really interests me and is a hot topic amongst most senior ecommerce professionals I know.
Because there isn’t a right answer for how use attribution analysis. During the attribution modelling sessions I moderated on for Econsultancy’s Digital Cream event, a constant theme was uncertainty about how to start using attribution and how to apply it to the business.
For many there was scepticism about the reliability and validity of the data.
I'm hoping this blog kick starts a discussion......
I had the pleasure (or dubious honour?) of moderating on Econsultancy’s attribution analysis and modelling table at this year’s Digital Cream event at the Emirates stadium in London.
It was an intriguing insight in to what ecommerce teams are doing and what is holding them back. The common theme was a slight unease about how best to use attribution modelling to help the business grow.
There was variety in the type of company represented, from membership organisations to high street retailers, as well as the job roles of the people attending, from ecommerce managers to business analysts.
Here’s a summary of the six key issues that were discussed and the challenges that businesses are facing.
As one of the core toolkits of digital marketers, paid search has been rapidly changing. From constant tweaks and updates to the search engine results page, through to consumers changing their habits by using mobile devices, professionals working in this field are constantly trying to stay ahead of the game in order to generate the greatest return on investment.
The recent changes that Google brought out with AdWords through ‘Enhanced Campaigns’ highlighted the need for new, up-to-date material for this critical area of digital marketing. To that end, we have recently updated our PaidSearch (PPC) Best Practice Guide.
Ecommerce and digital marketing consultant James Gurd is the lead author of our updated guide. James worked with leading practitioners from the field of paid search to make sure that the guide (which stands at over 300 pages in length and close to 120,000 words long) was as relevant as possible for all people interested in learning about and improving their paid search skills.
We spoke to James to find out more about the report and discuss how this will be useful for digital marketers today.
Back in September 2012, myself and fellow Ecommerce Consultant Dan Barker decided that there was a gap in the market for an ecommerce centric industry chat.
Why? You may ask.
Well, we both regularly get asked ecommerce questions via social media channels (Twitter, Google+ & LinkedIn being the most common) and we also tap into the fountain of knowledge that is our followers.
There is a constant flow of, and demand for, knowledge sharing. This blog takes a look at what we have learned launching a Twitter chat and the mistakes we've made along the way.
Econsultancy's Digital Marketing Template Files are designed to provide practical tools for managing digital marketing, either by giving you reference material to sense check against or files that you can simply plug your own data/information in to.
In short, they help you look smart and save time, and since they were launched, over 38,000 people have downloaded them from the site.
I recently updated the template files for Econsultancy, introducing some new ones to the collection, including a whole new section on content marketing.
As these are some of the most downloaded content assets on Econsultancy, I thought it would be useful to give some insight into how these files can be used to benefit your business (and no this isn’t an egomania drive for self-publicity!).
For this month’s post I thought I’d share a practical example of how you can use testing to validate the impact of your paid search campaigns.
This is aimed at client-side digital marketing teams and agency staff who are learning the paid search ropes and might not fully understand the interaction between SEO and PPC.
The example I’m using is a test plan that seeks to answer the question “Does investment in brand keywords cannibalise or deliver incremental sales?”
This is based on the most common form of paid search, Google Adwords.
I’ve often been asked the question, “What keywords should I target for paid search?”. I don’t think this is the right way to approach paid search investment.
Focusing on keywords first risks making your paid search program untargeted and alienating it from your overall business goals.
I prefer the question: “How can paid search support my business goals?”.
When I first looked at PPC (probably back in 2002), I thought in terms of keywords because I didn’t appreciate where paid search fitted in to the direct channel. Now I think in terms of goals. How can paid search support e-commerce goals and what do we want to achieve?
This blog is my explanation for why you should start your paid search project by defining goals and KPIs, and then let the keywords follow.
Pinterest is the current darling of social media, and for good reason. According to Experian Hitwise, it is the third most popular social network in the US in terms of total visits (21.5m visits in one week in January 2012, 30 fold increase vs. July 2011).
Pinterest is primarily considered part of an overall social media strategy, but whilst doing some SEO planning for a Client the other day I realised how well it could also fit within the SEO framework.
This blog gives my approach to using Pinterest to identify potential domains for link building and find relevant bloggers/influencers to build relationships with.
It’s deliberately simple because simple ideas are quicker to implement.