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A good landing page is one that reinforces ‘conversion intent’ by providing enough information to persuade customers to convert, but most importantly it has to be relevant to the paid ad that the user has just clicked on.
When shoppers enter a very specific phrase, such as a make and model number of a product, it suggests a clear intention to purchase, and so the landing page has to send the searcher straight to the product page and make it easy to complete the purchase.
This article covers what I've learned from working with hundreds of customers on improving the results that they get from email marketing by optimising the subject line.
Whatever software you use for your email campaigns, these tips are worth reading...
With brands and marketing agencies building their own, or joining existing, online spaces to exploit a growing social media audience, child safety should always, without doubt, be the number one priority for those managing social media projects.
Tempero MD Dominic Sparkes worked with Econsultancy on the recently released Child Protection Best Practice Guide, which looks at the legal and ethical considerations for brands and companies operating in this area.
We asked him about the issues involved in child safety online in general, and setting up and managing online communities for children...
If ever a retailer could get away with having exceptional cross-selling and up-selling functionality, yet provide a new visitor checkout process and web forms that break many usability rules, Amazon is certainly one of them. On the other hand one of Amazon's competitors, The Book Depository, certainly appears to focus more on providing better usability throughout the buying journey, especially for new customers.
Following the recent e-commerce training course I delivered for Econsultancy, the usability benchmarking that is part of the course threw up some really interesting market insights. Although many retailers are featured in the course, providing examples of good and bad e-tail usability and best practice, I purposely refrained from including Amazon.
Now with our economy firmly in a recession, most retailers no longer have the types of budgets available to replatform. Instead, 2009 will be a year for improving their existing platforms, trying to increase conversion rates, average order values and returning visitor numbers.
So with this primary drive to improve performance, are retailers doing all that they can? Are retailers following best practice to help more visitors complete the buying process, and are retailers removing usability barriers to ensure that in such competitive times visitors aren’t encouraged to find reasons why they shouldn’t complete their purchase?
In the last twelve months, Econsultancy has started to get more involved in the social media space, with a presence now on several social networking sites, including Slideshare, Twitter, and YouTube. Here, we share learnings and best practices from twelve months of tweeting.