Retail is undergoing a major shift. The long predicted move from high street to online is reaching what appears to be an endgame with major names disappearing from physical retail at an alarming pace.
Jessops, Comet, Blockbuster and HMV weren’t isolated examples of poorly run companies, they were the result of tectonic shift in the way that everyone shops.
Personalisation in retail is often seen as the latest development in online marketing but the practice itself is as old as the concept of retail.
From the time of the earliest shopkeepers, good retailers would recognise their customer and tailor their pitch according to what they knew about them.
The 21st century marketer needs an extensive toolkit. As well as the ‘standard’ skills of creativity, organisation and management, these days they also need to be web literate, social media savvy and equipped with basic data science skills.
Amongst all of these areas of technology competence one that is growing in importance, but is perhaps still misunderstood, is website testing.
Testing is the new intuition in site development and optimisation. Rather than relying on hunches, the modern web marketer will test potential changes to their site before deploying them thus, we are led to believe, ensuring their efficacy.
However, if all changes are now tested, how come we don’t all have perfect sites? If testing only tells us the truth, how come we still sometimes go down dead ends?
The answer lies not necessarily in the tests, but in the ways that they’re applied. We’ve seen thousands of testing processes run across a huge variety of sites and what’s struck us is that the issues that led to unsuccessful tests were common across industries.
Web analytics is now seen as a standard part of the site owner’s tool box and the data it provides has become a staple of web marketing.
However, the technology and approaches underpinning analytics are moving on, but the market is failing to keep up to speed with these changes.
Tag management is rapidly becoming one of the must-haves for site owners. The ability to manage the ever-growing number of measurement and marketing tags on a website offers huge benefits to webmasters and web marketers alike.
However, there are two fundamentally different approaches to tag management and anyone looking to adopt the technology should be aware of the benefits and limitations of each.
Whilst the e-commerce industry as a whole continues to grow at 20% per year, life for individual site owners doesn’t get any easier.
Whilst now levelling out, CPCs have seen heady growth over previous years, meaning that it’s more important than ever to secure a sale once you’ve enticed a user to your site.
However, at the same time there is a clear trend showing a decline in on-site conversion rates, meaning that more and more of your expensively-won traffic is simply visiting the site only to leave without purchasing.
Lets face it, enterprises are just not as agile as smaller organisations, hence the reason for wanting a Tag Management Solution (TMS) in the first place.
Therefore, it is critical that enterprises avoid potential pitfalls when selecting the right solution.
We have put together our top eight pitfalls to avoid when selecting a TMS.