A key trend identified in the new Econsultancy SEO Agencies Buyer’s Guide 2012 is that the boundaries of SEO as a digital discipline are continuing to blur. Historically, the responsibility for natural search has fallen to channel specialists with a deep technical knowledge, but now its importance is increasingly permeating other areas.
Econsultancy’s Email Marketing Industry Census, sponsored by Adestra, has for the past five years been assessing how companies and agencies are adapting to meet the challenges and opportunities present in the email marketing channel.
With email being rated very highly as a channel for return on investment (second only to SEO), but the effectiveness of ‘batch and blast’ techniques decreasing, it is important that marketers stay ahead of the game to maintain its effectiveness.
The results of our sixth annual Email Marketing Industry Census 2012, published today in association with Adestra, has shown that companies consider the ROI from email marketing to be higher than for most other digital channels including social media marketing.
In fact, in terms of the company respondents who said that email marketing was “excellent” or “good” for return on investment, email was higher than any other channel except SEO.
This year's study has also found that companies adopting best practice and using ESP platform functionality (beyond basic 'batch and blast'), are significantly more likely to see a strong financial return from their email campaigns.
E-commerce voice of customer surveys are a great way of learning what your customers want and what's making it hard for them to buy from you.
There's a wealth of optimisation advice and market intelligence to be had, if you just give customers a chance to tell you what they think.
This post gives you a quick overview of how to get started with surveys. It covers the kind of systems you can use and explains some of the valuable details which will give you extra site optimisation information.
I'll also suggest how you can work with the information in a way which will give you maximum benefit.
Conversion Rate Experts was founded when a real-life rocket scientist teamed up with an internet marketing specialist. Its clients include firms like Apple, Google and Sony.
I've been asking CEO Ben Jesson and Chairman Dr Karl Blanks (the rocket scientist) about their approach to conversion rate optimsation, common conversion killers, and the most valuable tools for the job.
I also asked Ben and Karl how they would improve the Ling's Cars website...
If you want to know how to make your e-commerce website better, ask the people who use it.
Surveys are one of the quickest ways of finding out what matters to your customers, what's missing or broken and what's getting in the way of conversions. They're also a great source of market intelligence.
Add a survey to your site, treat the comments from your customers as if they contained nuggets of gold, and you'll find learn things about your business and your market which no 'best practice' guide could tell you.
Now and again you see a website so different to the norm that you can’t help but be intrigued. Lings Cars reverses perfectly in to that space.
The easy option here would be for me give the site a good going over with a usability stick, but I wouldn’t be the first to do that and quite frankly I don’t want to have Ling Valentine breathing now my neck and boxing me into submission....
Instead, what I want to hopefully do in this article is identify a wide range of persuasive, psychologically rooted design techniques that this website uses to a) build trust and then b) encourage you to hire.
Stay with me on this, I know when you first see the site you may well have a WTF moment and wonder how anyone would/could find their way around the site, but if you don’t know already Ling shifts quite a few cars over the course of the year: £35m in 2010 in fact.
A good design can make a world of difference for an e-commerce site; the right design will sell more goods and also improve the company's image.
There are lots of e-commerce guidelines, but many are too high-level ('know your customer') or too low-level ('always use a big checkout button') to be useful.
Ryan Thomas is Head of
Direct Channels at Comet, a role which covers the retailer's non-store operations, which includes the website, call
centre, its B2B insurance business, and mobile.
The retailer recently launched mobile apps for Android and iPhone, developed by Grapple, and has had a moblle website for some time.
I've been asking Ryan about Comet's approach to mobile commerce, as well as testing and optimisation.
As a follow-up to my earlier article, Shopping basket best practice from ASOS, I’ve taken a look at the updated ASOS checkout experience. It includes one change which has reduced their checkout abandonment rate by 50%.
The ASOS website delivers an excellent browsing and shopping experience, and I regularly feature examples from the retailer in my e-commerce best practice training courses.
The updated checkout continues this trend, as the earlier version certainly didn’t fit in well with their highly tuned shopping experience up to checkout.
This article will recap on what ASOS is doing well on its shopping basket, look at how it is handling new customer checkout, and the variety of persuasive checkout lessons we can take from them as well as identifying a few areas of improvement.